The #IPASocialWorks Initiative
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.
#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 (firstname.lastname@example.org) for more information.
Each publication provides guidance on key issues about the measurement and effectiveness of social media
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.
Chair: Stephen Maher, MBA
Academic Adviser: Prof. Paddy Barwise, London Business School
|Celina Burnett, Gain Theory (prev. OHAL)
||Janet Hull, IPA
|Fran Cassidy, Cassidy Media Partnership
||Chris MacLeod, TFL
|James Devon, MBA
||Jake Steadman, Twitter
|Simeon Duckworth, Mindshare
||Christian Walsh, The Market Research Society
|Dominic Grounsell, Travelex
||Christopher Wellbelove, BT
|Nigel Gwilliam, IPA
||Sarah Woodley, The Marketing Society
|Sandra Hughes, Facebook
||Lucy Wren, RSA
Last updated 15/03/2017