The Internet Advertising Bureau has established a new website for industry debate on social media marketing.
Taking the form of a blog, the new site will establish a separate web site for the IAB’s Social Media Council. This body was established recently to represent and advise best practice for marketers working on social media platforms, in response to growing concerns by regulators over the extent of social media marketing on Facebook, twitter and other websites.
Whilst the wider body of the IAB, the self-regulatory industry standards organisation, represents all forms of digital marketing, the SMC will have a specific focus. The SMC has 25 members, representing media owners, social network operators, as well as advertising agencies who target social media and their clients. As the IAB does with search engine marketing, display ads and other forms of digital media the SMC will represent the relatively new field of social media marketing.
Whether it is regarding social media content generation such as crowd-sourcing, blogger outreach, social networking or any other type of advertising via social media, the SMC hopes to establish itself as a reliable online news provider on the subject as well as promoting the use of social media within the marketing industry.
One of the key aims of the SMC is likely to be developing a reliable means of registering ROI for social media campaigns. Although the content marketing possibilities of social media are astounding - nearly 3.5bn blogs, news stories, web links and others are shared on Facebook each week – and there is a huge, identifiable audience present on social networks, many marketers are concerned that the effects of their campaigns cannot be measured. A recent survey appearing in Marketing Magazine revealed that only 22% of UK marketers currently used social media as a significant portion of their promotional strategy and 64% said that measurement was the biggest obstacle to larger investment in the channel.
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