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.

At this event, members of the ARF Social Council provided a glimpse of their top 10 takeaways from the Social Media Measurement Field Guide that they produced. See link above for a copy of the complete Field Guide.

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.