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Social media marketing to get standards?

Written by David Harry   
Wednesday, 17 September 2008 16:02

the Social Media Advertising Council seeks to set the bar

Poor SEO is becoming the hillbilly cousin when it comes to the path for legitimacy. Seems the SMM peeps are forging their own set - or maybe not. Today I cam across this press release concerning the Social Media Advertising Council

They’re mandate is apparently to;

“…create a common vocabulary, standard buying units and uniform measurement methods for marketing within social media. As social network advertising revenues hit an estimated $1.825 billion in 2009, out of a total online advertising market of $30 billion in the U.S. (eMarketer, May 2008,) there is an urgent need among social media buyers and their clients to understand how to quantify and value engagement and exposure on social networks.”

Now I am not one to be petty… or maybe I am… but last I checked not only are engagement metrics a fuzzy proposition, but branding activities themselves are often hard to track effectively. They did address it some with;

" We now need standard buying units, methods of measurement, and a common understanding of what we mean when we say engagement on sites like Facebook, Myspace and Gather, For example, a brand's engagement might include 500 conversations featuring one product, which in turn cascades to close to a million impressions through friend feeds. How do we measure and value that for our advertisers? How do we talk about that kind of engagement?” said Tom Gerace, CEO of Gather & Founding Chairman of SMAC.

Brian calls bullshit

He did… and looking that the website, members and leaders… seems that it is a collection of agency types that are leading a wave in hopes of capitalizing. I mean, there isn’t a single recognizable person among them. A few big names (large companies) … but not enough from the SMM and Analytics worlds to suggest anything they publish is actually accepted in the wider community. Do these guys stand a chance? Does anyone care?

At least SEMPO once did have some standing in the search industry, though it has waned the last while. I wonder how the socialites will take to it? Most I have talked to have rolled their eyes and a few teared up in laughter… so early indications don’t bode well.

What’s your take?

For more see the Social Media Advertising Council website


(PS; I wonder how their Buzz monitoring is? Will they show up to comment? He he… they better… every good SMM has alerts right?)



0 # Mike Wilton 2008-09-17 17:51
I think the only way that these guys stand a chance is if someone big in the industry hops on board and can convince others to do the same. However, I really don't see that happening and thus I doubt anything will come of this.
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0 # Dave 2008-09-17 19:46
That seems to be what many peeps I have spoken with about it today. And not only SMM folks... U need some heavy weight analytics gurus on board as well....

Will this be the last we hear from them? Could be.... that's the consensus.
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0 # James Duthie 2008-09-18 18:19
Sounds to me like the agencies are trying to figure out what the hell they should be doing with a medium they've been slow to adopt...

If only those damn clients would stop asking them about it...!
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0 # Brian Chappell 2008-09-18 23:32
Couldn't agree more. Social Media is plagued with too many so called experts. This is just another facilitation of that.

Big, traditional digital agencies trying to brand themselves like they have a clue.
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0 # Samir Balwani 2008-09-22 09:47
They're attempting to fix a problem, that they can't. Even if a big name expert or analytic guru got on board, I can't imagine how they would actually create a set of standards. Even the metrics I blogged about before, have huge holes in them. At most you can only get a feel for where you campaign is, it wouldn't be very accurate.

@Brian, Social Media isn't the only one plagued with "experts" it's really any field that has a huge showing on the Internet. The ability for anyone to have a blog created this environment, where everyone is an expert
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0 # Tad Chef 2008-09-24 13:57
Sounds like a way to spread the news about "Gather". I never heard of them before. A sentence like "sites like Facebook, Myspace and Gather" says it all.
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0 # Dave 2008-09-24 20:18
Have to agree there Tad.... can't say I have ever heard of them.. and haven't heard much since.

Lame duck over-seers? Seems so...
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