The IPA, The Marketing Society and the Market Research Society (MRS) have launched a joint initiative, #IPASocialWorks, to identify good practice in social media effectiveness and measurement.

This is an opportunity for you to be recognised as a social media expert by submitting a case study for publication, contributing to a subject guide and/or taking part in industry events. full details on this page.

The #IPASocialWorks Initiative

The problem

It is now widely agreed that counting fans is not enough.There is no shortage of material on the web that offers guidance for measuring social media activities. However, little stands up to robust scrutiny. The metrics are inconsistent, the methods can be misguided and social strategies are not always linked to overall business and marketing objectives.

The solution

#IPASocialWorks brings together case studies, guidance and cross-industry events to share understanding of what works in social media and how to measure it.

Blog: Five point plan for effective social media measurement.

Blog: #IPASocialWorks takes pride of place at Silicon Beach.

Ways to get involved

Submit your case studies

We want your case studies that help illustrate best practice in social media and its measurement. These cases are in which social media features as a central part of the communications strategy or where it was deployed to develop insights on which a communications strategy could be based. The cases don't need to be perfect. We can work with you on getting them to the right level. These will be reviewed by an expert panel of academics and practitioners. Those that meet the standard will be displayed publicly on the websites of the three project organisations and discussed at future events.

Case studies published so far are here.

Contact Kathryn Patten (kathryn@ipa.co.uk) for more information.

The Guides

Each publication provides guidance on key issues about the measurement and effectiveness of social media


553 Integrated Not Isolated cover             Expert Cover              thumbnail OneNotEveryonecover web (cropped - small)                                      

One Not Everyone outlines how brands can best use social media to personalise experiences for consumers. It includes guidance on striking a balance between relevance and reach and how to navigate issues such as privacy and data ownership. It features case studies of successful implementations of personalisation from Spotify, Coca-Cola, O2 and the BBC.

Integrated not Isolated is a cross-industry guide putting the spotlight on social insight, with chapters including social platforms and trends and how to integrate social with the insight function, within the organisation and with the overarching business needs.

The Expert Guide to measuring not counting is designed for social media/ digital specialists and analysts. The Short Guide to measuring not counting is also available and designed to give a grounding in social media measurement best practice.

Project Partners

IPA-A1.jpg-(49px)   The-Marketing-Society.jpg-(49pxhigh)     MRS EM RGB.jpg-(49px)


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Steering Group

Chair: Stephen Maher, MBA
Academic Adviser: Prof. Paddy Barwise, London Business School

Celina Burnett, ASOS Janet Hull, IPA
Jack Burn, The Market Research Society Chris MacLeod, TfL
Fran Cassidy, Cassidy Media Partnership Andy Pang, Snap
James Devon, MBA Michael Piggott, The Marketing Society
Simeon Duckworth, Group M Jessica Salmon, Telefonica
Mark Earls, HERDmesiter Jake Steadman, Twitter
Tom Ewing, System 1 Christian Walsh, The Market Research Society
Nathaniel Greywoode, Twitter Christopher Wellbelove, BT
Nigel Gwilliam, IPA Sarah Woodley, The Marketing Society
Chloe Harper, TfL TBC, Facebook
Last updated 18/05/2017

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