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Social Media Definitions This guide contains social media definitions as found in the MRC Social Media Measurement Guidelines document which reflect input and approval from 4A's, IAB & WOMMA . DECEMBER, 2015 The Digital Industry Accepted Source
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MRC Social Media Measurement Definitions 1 · Social Media Definitions This guide contains social media definitions as found in the MRC Social Media Measurement Guidelines document

Jul 11, 2020

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Page 1: MRC Social Media Measurement Definitions 1 · Social Media Definitions This guide contains social media definitions as found in the MRC Social Media Measurement Guidelines document

Social MediaDefinitions

This guide contains social media definitions as found in theMRC Social Media Measurement Guidelines document which

reflect input and approval from 4A's, IAB & WOMMA .

DECEMBER, 2015

The DigitalIndustryAccepted

Source

Page 2: MRC Social Media Measurement Definitions 1 · Social Media Definitions This guide contains social media definitions as found in the MRC Social Media Measurement Guidelines document

Your trustedsource fordefinitionsThe social media definitions in thisguide reflect the input of three leading industry tradeorganizations shown here whorepresent both the buy and sell side.

These definitions are sourcedfrom the MRC Social MediaMeasurement Guidelines document,published November, 2015. The IABSocial Media Committee compiledthe definitions into this guide forease of reference.

With approved definitions,we canhelp eliminate confusion in themarketplace by having everyone onthe same page and speaking thesame language when we discusssocial media.

We encourage the industry at-largeto use these definitions and sharewith relevant partners.

Be sure to familiarize yourself withthe MRC Social Media MeasurementGuidelines which can be found byclicking this image:

MRC Social Media Measurement GuidelinesNovember 2, 2015Version 1.0 - Final

Key Sponsoring Associations:

Page 3: MRC Social Media Measurement Definitions 1 · Social Media Definitions This guide contains social media definitions as found in the MRC Social Media Measurement Guidelines document

Authorship

Y O U R G U I D E T O S O C I A L M E D I A D E F I N I T I O N SF R O M T H E M R C S O C I A L M E D I A M E A S U R E M E N T G U I D E L I N E S

The original piece of content or, originalaction unrelated to original content(exposure metrics that measure generaluse of Social Media Platforms, withoutengagement).

Auto-InitiatedActivityActivity not requiring direct userinvolvement including auto-playcontent and user-configured automatedactivity. Auto-Initiated events should besegregated and described for reportingpurposes.

BrandAdvocacyActivity whereby a user createsfavorable UGC about a brand orproduct, and then passes on positivemessages about the brand to otherusers (such as in a recommendation).

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Client SideCounting/UserInitiated EventsCounting based on events originating fromthe user’s browser or other media operatedby the user which are closest to the actualSocial Media event being measured (forexample, counting an event upon the entryof UGC meeting relevant criteria), which arefiltered to exclude known invalid activity

ContentRedistributionIntentional and direct interaction withintent of redistribution or promotion ofcontent or advertising by individual users ofSocial Media Platforms to other users ofSocial Media platforms, either individually,

to a subset of users (friends, followers,etc.)or across the user base.

ConversionThe point at which a recipient of anadvertisement performs a desired actionsuch as a click, opening of a file or email,filling out a form, navigating through to apage or making a purchase.

Page 4: MRC Social Media Measurement Definitions 1 · Social Media Definitions This guide contains social media definitions as found in the MRC Social Media Measurement Guidelines document

Earned Media

Y O U R G U I D E T O S O C I A L M E D I A D E F I N I T I O NF R O M T H E M R C S O C I A L M E D I A M E A S U R E M E N T G U I D E L I N E S

User (consumer) generated activity basedon accessing, watching, listening, readingor otherwise responding to media or abrand/product experience.

Engagement

A spectrum of consumer advertising activitiesand experiences (interactions and interest)—cognitive, emotional, and physical.Engagement assumes active participation,

but may also describe a cognitive oremotional connection (such as in SocialListening and Monitoring metrics describedbelow), in addition to a physical action.

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ImputationData relevant to a Social Media measuredevent that did not originate from a user, butwas instead inferred based on otherinformation associated with that event orthe user or related users. Imputed dataoriginates from the measurementorganization, not the user. Imputation canbe a reasonable and accepted statisticalprocess but the associated inferences anddata processes should be examined forempirical support. Influencers: Users withthe ability to reach other users or affectother users’ thinking in a social onlinecommunity, generally defined by thenumber of directly connected users or thesize of the network of users associated withan account, user or profile. A person, groupor entity with the ability to reach and affectanother person or group of people’sthinking and behavior due to attributessuch as experience, expertise, reputationand social footprint.

Page 5: MRC Social Media Measurement Definitions 1 · Social Media Definitions This guide contains social media definitions as found in the MRC Social Media Measurement Guidelines document

Interaction

Y O U R G U I D E T O S O C I A L M E D I A D E F I N I T I O N SF R O M T H E M R C S O C I A L M E D I A M E A S U R E M E N T G U I D E L I N E S

Interaction metrics include measurement ofindividual user interaction (generallyquantifiable physical or mechanical actionswith content) with original content oradvertising on Social Media Platforms. Suchinteractions may be Internal (visible only tothe platform or measurement organization),

or Public (visible to one or more users of theplatform, thereby extending visibility).

Metrics Unit

The measurement base for a consumerlistening event. This base should be specifiedin measurement reports.

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Organic ReachTotal unique count of users exposed toorganic (unpaid) content that includesonly those actual users exposed to contentin its original format (within a general feed,

ticker, page, etc.).

Owned MediaA media channel that is Owned, and byimplication controlled, by a mediaoutlet or brand; for example, a web site,

page, account, station (radio or television)

or app. Owned Media should be defined bythe vertical or context of the measurement.

(Word, Sentence, Post, etc.)

OpinionA view or judgment formed aboutsomething, not necessarily based on fact orknowledge.

Organic Holistically sourced content created by usersand not paid or incentivized by a brandor other marketing organization.

Users with the ability to reach other usersor affect other users’ thinking in a socialonline community, generally defined by thenumber of directly connected users or thesize of the network of users associated withan account, user or profile. A person, groupor entity with the ability to reach and affectanother person or group of people’sthinking and behavior due to attributessuch as experience, expertise, reputationand social footprint.

Influencers

Page 6: MRC Social Media Measurement Definitions 1 · Social Media Definitions This guide contains social media definitions as found in the MRC Social Media Measurement Guidelines document

Paid Reach

Y O U R G U I D E T O S O C I A L M E D I A D E F I N I T I O N SF R O M T H E M R C S O C I A L M E D I A M E A S U R E M E N T G U I D E L I N E S

Total unique count of users exposed to paidcontent or advertising that includesonly those actual users exposed to contentin its original format (within a general feed,

ticker, page, etc.).

Potential ReachProjected Reach (total count of unique users)based on a count of a subset ofplatform users or a network such as friends,followers or fans. Potential Reach should belimited to use as a planning metric only (nota currency measurement), however, properlydisclosed and supported estimated actualReach maybe used as an evaluation metricwhere appropriate.

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SentimentA view or attitude toward a situation,

experience, event, product or brand; afeeling, sense or emotion expressed by aSocial Media user. Sentiment is acomponent of Opinion and BrandAdvocacy. Sentiment is the feeling theauthor is trying to convey, often measuredthrough context surrounding thecharacterization of an object.

Social MediaCreated, shared or exchanged information,

ideas, content and opinions in virtualcommunities and online networks,including conversations about or with abrand.

Scraping Harvesting or data extraction wherebysoftware techniques are used to extractHTML, non-API information and content frompages, platforms or other properties wherepermissible in terms and conditions.

A brand or other marketing organizationpays to use an owned media outlet – ingeneral, advertising, messaging or brandsponsorship that appears on owned media.

May also be referred to as Sponsored Mediaor native advertising content.

Paid Media

Page 7: MRC Social Media Measurement Definitions 1 · Social Media Definitions This guide contains social media definitions as found in the MRC Social Media Measurement Guidelines document

SponsoredMedia

Y O U R G U I D E T O S O C I A L M E D I A D E F I N I T I O N SF R O M T H E M R C S O C I A L M E D I A M E A S U R E M E N T G U I D E L I N E S

Media influenced by a brand throughpayment or other incentive, but where themessage is not controlled as directly as abrand created advertisement.

TargetingTechnical options offered to advertisers toput a specific ad placement and ad type infront of a defined audience. Targetingoptions within the Social Mediaenvironment can include location,

demographics, interests and behaviors likepurchase activity.

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TheoreticalReachModeled Reach (total count of uniqueusers) based on a gross multiplier of users(such as projecting post-ad delivery basedon a gross multiplier representing someestimate of potential exposure).

Theoretical Reach should generally beavoided, particularly as a reporting metric.

ThreadedMessageA set of communications, entries or eventsthat are related to a common piece oforiginal content.

A media vehicle, site (as a whole or in part),app, widget or other media mechanism thathas a social orientation; specifically, thatcaptures user commentary and facilitatessharing of information among users of adefined network – i.e., representing a channelfor sharing information, opinions orexperiences from users of that platform – orallows cross-user collaboration.

Social MediaPlatform

Page 8: MRC Social Media Measurement Definitions 1 · Social Media Definitions This guide contains social media definitions as found in the MRC Social Media Measurement Guidelines document

Y O U R G U I D E T O S O C I A L M E D I A D E F I N I T I O N SF R O M T H E M R C S O C I A L M E D I A M E A S U R E M E N T G U I D E L I N E S

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Viral/EarnedReachTotal unique count of actual users exposedto content or advertising that includesOrganic (Earned) and/or Paid, but alsosubsequent exposure and amplificationresulting from content redistribution (Viralor “virality”; sharing, re-tweeting, etc.).

Content that is entered, copied-to, posted(or otherwise created) by users of a SocialMedia Platform for sharing with others onthat Platform. In the context of thisdocument, UGC generally refers to organic(holistically sourced and not paid orincentivized by a brand or other marketingorganization) content generated by peersor users of Social Media Platforms.Paid/Sponsored UGC is included, butspecifically addressed separately withinthis document. This document excludes“top-down” sources (professionalinfluencers) such as bloggers with topicinfluence. While blogs are a viable and validaspect of Social Media and these guidelinescan and should be applied to blogmeasurement, unique aspects of blogssuch as content sourcing and subscriptionswere not considered herein.

User GeneratedContent (UGC)