The ARF Social Council produced a Social Media Measurement Field Guide, an advance copy of which was released at this event. The guide covers the metrics that can be obtained for social media, the sources of those metrics, the key performance indicators of interest to practitioners, guidance on the KPIs for particular objectives, and descriptions of the types of studies that can be done to obtain information on social media campaigns beyond those offered by the platforms. The guide also includes appendices with a list of available resources and definitions of key metrics. It covers Paid, Owned, and Earned Social; Influencers; and challenges in social media measurement.
The top 10 takeaways from the guide were presented at this event by individual members of the Social Council. These are shown below. A final copy of the Field Guide will be released to the entire ARF membership later this summer.