By Kaltrina Bylykbashi

The #IPASocialWorks project is an industry-wide initiative that looks to provide clear measuring guidelines for marketers of social media impact. The Institute of Practitioners (IPA), The Marketing Society and the Market Research Society (MRS) collaborated to produce key guidelines for marketers, designed to improve the measurement of return-on-investment.

The guidelines suggest that there needs to be a cultural change which moves towards ‘measuring not counting’ the impact of social media campaigns. To do this industry bodies call on businesses move from ‘collecting’ data from campaigns to ‘interpreting’ it.

At the industry launch of the publication yesterday (3 Feb) in London, Simeon Read full story ›

Source: Marketing Week