CIPR social media measurement group launches

Following the first meeting of the CIPR's Social Media Panel, the Institute has set up an expert Social Media Measurement Group that will review and update the Institute's policy guidance. Led by social analytics expert Philip Sheldrake, a member of the CIPR's Social Media Panel and author of the "The Social Web Analytics eBook", the group will look at issues such as quantification of influence, engagement and conversation quality, and best practice approaches to relating campaign results back to business outcomes.

Philip Sheldrake says:

"The social media measurement market is developing fast and there are a plethora of tools claiming to help public relations practitioners measure influence. Some of these tools have potential, whilst others are based on unclear methodologies. Our goal is to work with some of the best analytics and measurement experts out there to help practitioners navigate through this rapidly developing area and to input, where we can, into the development of new tools. I'm particularly delighted that Katie Delahaye Paine and Marshall Sponder have agreed to be special advisors, making our group an international affair."

Listen to a 6 minute interview with Katie about social media and social measurement...

CIPR President Jay O'Connor comments:

"This group is a direct output from the first meeting of our Social Media Panel into which it reports. Rapid developments in measurement and evaluation require expertise to help our members and the profession understand what tools are out there and what approaches work best. We are looking forward to the output."

The new measurement group consists of:

  • Marcus Gault, Precise
  • Luke Brynley-Jones, Our Social Times
  • Adam Paulisick, The Nielsen Company (BuzzMetrics)
  • Giles Palmer, Brandwatch
  • Marshall Manson, Edelman
  • Paul Armstrong, Kindred
  • Philip Sheldrake, Influence Crowd

and special advisors:

  • Katie Delahaye Paine, KD Paine & Partners
  • Marshall Sponder, the 'Web Metrics Guru'

For further information, contact Andrea Moseley on 020 7631 6915 or email

Editor's notes

Marcus Gault, Precise (@precisemarcus)

Marcus has 15 years' experience in research and analysis gained in senior roles at Millward Brown, AC Nielsen and in-house at ASDA. He has advised a range of high profile clients including Google, Blackrock and Toyota, and has been instrumental in establishing Precise as the UK's fastest growing analysis provider. He continues to lead the development of Precise's unique and innovative methods of assessing and reporting on PR and communications effectiveness and is an active member of the analysis trade body AMEC.

Luke Brynley-Jones, Our Social Times (@lbrynleyjones)

Luke founded and runs Our Social Times, the social media blog and consultancy that hosts Europe's leading social media monitoring conference, Monitoring Social Media, and the Monitoring Social Media Bootcamp. Having developed over 40 online communities over the past 10 years, Luke is one of the UK's most experienced social media experts. Luke also runs the leading social media monitoring group on LinkedIn and teaches social media marketing for the University of Essex.

Adam Paulisick, The Nielsen Company (BuzzMetrics) (@Paulisick)

Adam is Senior Director, Commercial Operations for The Nielsen Company's Online division (audience, advertising, video and social media market research) with responsibility for driving effective commercial strategy and operations within EMEA. Prior to Adam's arrival in London he led global account planning and was originally one of the members of the BuzzMetrics team guiding early business development efforts.

Giles Palmer, Brandwatch (@joodoo9)

Giles is the founder and CEO of Brandwatch. He has taken the company from an initial project to build a local search engine for the UK government to a global Social Media Monitoring business. Work started on Brandwatch in November 2004, and really accelerated when the company raised external capital to develop the system in May 2006.

Marshall Manson, Edelman (@marshallmanson)

Marshall is Director of Digital Strategy for Edelman UK. He is a pioneer in the field of online strategy, communications and reputation management. He moved to the UK in 2008, having previously worked in Edelman's Washington DC office as Vice-President of Online Advocacy. Marshall advises a host of clients across all industries on online reputation management, crisis management, advocacy, engagement and viral marketing.

Paul Armstrong, Kindred (@themediaisdying and @munkyfonkey)

Paul is working for Kindred (an integrated communications agency) as Digital Director after spending the last seven years in Los Angeles, the last two of which were at MySpace in the Corporate Communications department. Before this he worked for brands such as Sony, Activision, 20th Century Fox, DreamWorks and Yahoo!

Philip Sheldrake, Influence Crowd (@sheldrake)

Philip authored "The Social Web Analytics eBook 2008" and gets hired by organisations looking to embed social analytics into the fabric of their organisation as effectively and cost effectively as possible. He also consults on the Internet of Things and the Semantic Web. Philip is a chartered engineer and founder and partner of Influence Crowd. He co-founded, built and sold Fuse PR to W2 Group in 2006.

Katie Delahaye Paine, KD Paine & Partners (@kdpaine)

Katie is the CEO and founder of KDPaine & Partners LLC and author of "Measuring Public Relationships: The data-driven communicator's guide to measuring success." She also writes the first blog (Katie Paine's Measurement Blog) and publishes the first newsletter (The Measurement Standard) dedicated entirely to measurement and accountability.

Marshall Sponder, the 'Web Metrics Guru' (@webmetricsguru)

Marshall is the founder of, an industry blog about Web analytics, social media and search marketing. He writes a monthly column for on leveraging online marketing technologies that help businesses succeed in a challenging economy. Marshall is an Emeritus Director of Social Media at the Web Analytics Association and currently on the SEMPO Research Committee. He maintains his own analytics consultancy, Now-Seo, with current PR and search marketing projects at PR firm Porter Novelli and