The US IAB Social Media Metrics Paper

I caught wind of this tonight and though it might provoke an interesting discussion amongst UK social media peeps. I’ve embedded the document below, but the link is also here.

I’ve long been a believer that social media is nothing, if not measurable – all we need to be is consistent over the metrics that are available, what they mean and how we might use them. Only then, might social media metrics receive the same degree of credibility as the equally dubious (at the time!) POSTAR and RAJAR audience ratings.