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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?)


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