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Social Council

Council Objectives

The Social Council assesses best practices in the measurement of natural language processing, sentiment analysis, social marketing, and social media influencers and their effects in driving both upper and lower funnel brand metrics.

Social Council Chair

FARB
Jonathan FarbPrincipal Product Manager,
Amazon
View Bio


SOCIAL COUNCIL HIGHLIGHTS


    The Long-Term Effects of Advertising on Social Platforms


    The ARF Social Council held an event on September 12 diving into the long-term effects of social media advertising on consumers, based on the results of an experiment undertaken by the ARF Social Council. Attendees gained new insights on how they can leverage the study’s results to shape their future social media advertising strategies. ACCESS EVENT CONTENT

    The Social Media Landscape Summary


    At this event, experts from the Social Council reported on the results of a survey of 2,490 social media users that they had conducted in partnership with Dynata that took a deeper look at social media’s role and function in the daily lives and experiences of its users. The findings unveiled eye opening insights about consumers’ current relationships to social media and their perceptions of social media platforms and use cases. ACCESS EVENT CONTENT

    Virtual Reality: Is It Real This Time?


    With the development of emerging technologies like Virtual Reality (VR) and Augmented Reality (AR) in recent years, changes to the advertising and marketing landscapes have followed. Experts from Meta, Snap, Inc. and Influencer joined the Social Council on July 27 to demonstrate what this exciting new medium looks like and expound on what it can do for brands. ACCESS EVENT CONTENT

    The ARF Social Council Field Guide


    Produced by the Social Council, the Field Guide is a great resource for those who need to learn more about social media measurement or those who are new to it. It covers the metrics used for different types of social media marketing, sources of those metrics, KPIs, descriptions of useful study types, use cases, challenges, and appendices listing resources, key metric definitions, and more. DOWNLOAD THE FIELD GUIDE & ACCESS EVENT CONTENT

    On Demand: The Business Impact of Public Conversation


    Twitter teamed up with Neustar to explore, through marketing mix modeling, the potential impact of brand conversations on social media, the ability of advertising on social media to generate those conversations, and the differences between verticals in responsiveness to those conversations. To learn about this research and watch a conversation about it with Nat Greywoode of Twitter and two members of the Social Council (Amy Laine of IBM and Jonathan Farb of ListenFirst Media), click here.

    Influencer Selection and Measurement: A Deep Dive


    This virtual event built on the Social Council’s workshop at the 2020 AUDIENCExSCIENCE conference to provide a deeper understanding of best practices for leveraging data and research to produce effective influencer campaigns. The Council presented perspectives and methodologies of a research company, a media company and an agency. ACCESS EVENT CONTENT

    The Impact of COVID on Social Advertising


    This webcast gave an update on changes in the popularity of different types of influencers, how brands have shifted their social media strategies to maintain brand loyalty as consumption patterns have been disrupted by the pandemic, and how usage of social media has changed. ACCESS EVENT CONTENT
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