With hundreds of service providers who offer secret sauces and black-box solutions, how can a PR pro know if his results approximate reality? How does he compare reports from one vendor to the next?There is good news. Thanks to a cross-industry collaboration of PR trade bodies\u2014social media analytics, advertising and word-of-mouth associations, and a handful of blue-chip client companies\u2014the industry is definitely making progress.Tim Marklein of W2O Group and Katie Paine of KDPaine & Partners\u2014who are both leading the charge\u2014gave an update at the 4th Annual AMEC European Measurement Summit a few weeks ago. See www.smmstandards.org.The work follows the AMEC Barcelona Principles in 2010 and the AMEC Valid Metrics Framework in 2011, both of which established preliminary methods to measure social media.The next steps are to create standards in six priority areas, which are below. The first is complete, and the subsequent five are slated for updates this fall after additional cross-industry collaboration meetings.<\/p>\n
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