Over the course of this year, marketers have embraced social media and word- of-mouth marketing to tap into the ongoing consumer conversations about their brands. However, a lot of confusion still persists on how to measure social media marketing and what these conversations mean to a brand's bottom line.
Enter the Word of Mouth Marketing Association (WOMMA), which has unveiled a "Metrics Best Practices Guidebook" that aims to teach brand marketers what, and how, to measure word-of-mouth and social media campaigns.
The guidebook, which can be downloaded as a PDF at WOMMA.org/metrics, exposes marketers to universal and emerging metrics for WOM marketing, as well as ways to measure advocacy, determine the value of brand-related conversations, and calculate the ROI of word-of-mouth marketing efforts.
The guidebook offers tips for measuring conversation and influence volume, but is not meant to define industry standards in measurement, according to WOMMA.
