The New MRC Guidelines Are Here to Save Social Media Marketing from Itself
We’ve all been there: Seated in an upholstered folding chair in the middle of a hotel conference room, watching a social media marketing case study that rattles off slide after slide of glorious – and seemingly impossible – results.
As you sit there, gazing at the gillions of impressions, you wonder, “How did they come up with these? Are they counting the same way as in the previous presentation? And the one before that? How do my campaign results truly stack up to those of all these speakers and award winners, which seem so inflated?”
In an announcement that was mostly overshadowed by snazzy holiday campaigns and apocalyptic coverage of marketing’s ad-blocked future, the Media Rating Council (MRC) – in partnership with the Word of Mouth Marketing Association (WOMMA), the 4As and the IAB – released a new set of guidelines for social media measurement. The document outlines agreed-upon nomenclature, definitions and best practices for measuring the impact of social media marketing.
Measurement can be awfully dry, but it’s critical that we focus on social media measurement now. The MRC’s new guidelines provide a precious opportunity for social to grow up and be taken seriously. These new standards are here to save our industry from itself.
* A key distinction: “potential” versus “estimated actual” reach.