A set of guidelines has been published to inform brands how to make the most of social media when looking beyond counting the ‘clicks’. The #IPASocialWorks
project is an industry-wide initiative that looks to provide clear measuring guidelines for marketers of social media impact. The Institute of Practitioners (IPA), The Marketing Society and the Market
Research Society (MRS) collaborated to produce key guidelines for marketers, designed to improve the measurement of return on investment.
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