Ogilvy PR Introduces New Social Media Measurement Model

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With two-thirds of the world's Internet population now visiting a social network or blogging site, social media engagement has become an important concern for marketers. Because of this, Ogilvy PR's 360 degrees Digital Influence, a social media marketing group, has created a new business objective-driven model that provides a measurement framework for social media effectiveness. The measurement model is called "Conversation Impact."

Conversation Impact is designed to help marketers evaluate the impact of social media across different types of advertising and communications. It was first unveiled to the advertising/marketing community at The Advertising Foundation's Audience Measurement 4.0 Symposium last month in New York.

Conversation Impact also measures the impact of word-of-mouth marketing on influencers and consumers that drive brand positioning in social media based on traditional marketing objectives, which include awareness, preference and action. This model will supposedly simplify and standardize measurement in a way that is recognizable to marketers, while accommodating new data and measure of word of mouth marketing.

Ogilvy PR has already begun implementing its new measurement model on its 360 degrees Digital Influence clientele.

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