• by Joe Mandese , June 23, 2009

MRM’s Vipin Mayar gave something of a back-handed complement to the IAB’s new social media metrics report.

“I don’t want to let the cat out of the bag, but I’ll tell you what I experienced,” Mayar said, not wanting to spoil the fun for the OMMA Social audience that hadn’t yet scanned the report.  He then went on to spoil it.

“Metrics, metrics, metrics,” he bemoaned, “Soon I was up to 35 metrics for social media. But how do I figure out which ones really matter. How do I contextualize which to use when? God bless you if you can contextualize all of those things.”

Mayar did say the IAB report is a “good laundry list” of the new social media metrics, but then he said they could effectively be reduced to four “things that really matter:”

Exposure

Engagement

Outcomes

ROI

“If you have all four, you should be pretty happy that you have the right measurement framework. But you need all four,” he said.

MRM's Mayar