IAB Releases Definitions for Social Media Ad Metrics

    May 6, 2009
    Chris Crum

The Interactive Advertising Bureau has released a document of social media ad metric definitions. The document breaks social media down into three categories – social media sites, blogs, and widgets & social apps.

Randall Rothenberg"Social media and its various tools have dramatically shifted the way consumers experience and interact with brands online," said Randall Rothenberg, President and CEO of the IAB.

If you’re unfamiliar with the IAB, it’s a business organization that develops industry standards, conducts research, and provides legal support for the online advertising industry. Based in New York, it represents a large number of the most prominent media outlets in the US.

Standards in the area of social media are worth paying attention to as the medium often leaves managers and business owners scratching their heads in terms of finding ways to measure the success of campaigns.

"The terms and metrics we’ve laid out in this document will help marketers better understand the true ROI of participatory communication," says Jeremy Fain, Vice President of Industry Services of the IAB. "That will help marketers reach consumers, and measure that reach, more effectively."

"With social media use now mainstream and new tools emerging daily, it is critical that we as an industry apply consistent metrics and definitions," says Liza Hausman, Vice President, Marketing, Gigya. "The IAB and its members have done a tremendous service to the industry by bringing this consistency to the social media marketing landscape and this document will prove to be an excellent tool for marketers and agencies as they develop social strategies for their campaigns."

The free document is available here (pdf) for your perusal. If you are currently engaged in a social media marketing campaign or are planning to start one, you should definitely check it out.