The Barcelona Declaration on measurement emphasizes on social media measurement as a mandatory part of PR measurement. Therefore, in 2011, a conclave of 16 professional PR and communication associations worldwide started working on developing social media measurement standards. The Conclave members comprised of AMEC; Council of PR Firms (CPRF); Institute for Public Relations (IPR); the Public Relations Society of America (PRSA); the UK Chartered Institute of Public Relations (CIPR); the Society for New Communications Research (SNCR); the International Association of Business Communicators (IABC); the Word of Mouth Marketing Association (WOMMA); the Global Alliance for Public Relations and Communications Management; the Federation Internationale des Bureaux d’Extraits de Presse (FIBEP); and the Digital Analytics Association (DAA). In addition, the Media Ratings Council (MRC); the Interactive Advertising Bureau (IAB); the American Association of Advertising Agencies (AAAA); the Association of National Advertisers (ANA) and the Web Analytics Association provided consultation to the conclave.
In June 2013, the conclave published the complete social media standards, which determined six areas of measurement standards (The Conclave of Social Media Measurement, 2013). These areas are:
- Content sourcing and methods
- Reach and impressions
- Influence and relevance
- Opinion and advocacy
- Impact and value
Click here to Download the complete version of the Standards