The Web Analytics Association (WAA) is offering suggested standard definitions social media advertising, marketing and communications measurement. The organization will collect comments until April 23.
Definitions offered range from delineating available technology (such as widgets) to use of particular metrics, such as measuring the number of clicks that originate from a URL stored as a social bookmark (“social bookmark clickbacks”).
"Standards are the foundation upon which comparative measurement, assessment and analysis relies, and ultimately, upon which investment decisions are made," said Alex Langshur, president of the WAA, in a statement. "The social media space has been evolving so rapidly that it's been somewhat of a moving target, and we've seen a lot of definitions and measurement approaches over the past few years.
“Our goal is to put forward a common understanding on standards for social media measurement that reflects the wide input from those who are active in the field."
The Web Analytics Social Media Standards Draft is available for review and comment at: http://www.webanalyticsassociation.org/?page=c_sm_standards
