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IPA To Publish New Social Measurement Guidelines

When it comes to measuring performance on social media, the discussion has moved on from whether Facebook ‘likes’ are a valid metric, to how marketers can mesh together streams of data flowing in at all times from all sides. To that end, the IPA is working on a new set of guidelines for brands trying to measure social media. The #IPASocialWorks initiative’s chairman, Stephen Maher, says the organisation found marketers were overwhelmed by data, and all too often kept infor­mation siloed.

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