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.
UPCOMING EVENTS
November 4, 2020 – Influencer Selection and Measurement: A Deep Dive
During the 2020 AUDIENCExSCIENCE conference, the ARF Social Council hosted a workshop that, in part, focused on social media influencer measurement. This virtual event builds on that workshop to provide a deeper understanding of best practices for leveraging data and research to produce effective influencer campaigns.
RESEARCH & PAST EVENT HIGHLIGHTS
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.
Andrew Reid
Social Council Chair
EVP, Data Products
Weber Shandwick
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