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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.

The council intends to publish a field-guide on the use of data in measuring social media and execution of social media and word-of-mouth campaigns.

RESEARCH & PAST EVENT HIGHLIGHTS

Top 10 Takeaways from the New Social Media Measurement Field Guide
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. Find video and takeaways 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. Find presentations and video here.

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. Find presentations here.

SOCIAL COUNCIL MEASUREMENT WORKSHOP
The ARF Social Council is preparing a social media measurement field guide for members entering the social media field and those seeking to understand new social media measurement options. The Council hosted this workshop to introduce the core concepts of the field guide and invite discussion on conference attendees’ key issues and questions about social media measurement. The workshop began with an overview of the field guide and the research that the Council had undertaken and then divided into three breakout rooms – one on Paid, Owned, and Earned social media measurement; one on influencer selection and measurement; and one on the impact of social media from brand reputation to lower funnel impact.

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Andrew Reid

EVP, Data Products
Weber Shandwick
Social Council Chair

Amy Laine

IBM

Social Council Co-Chair

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