A New Framework For Measuring Social Media Activity - IAB UK
A New Framework For Measuring Social Media Activity - IAB UK
A New Framework For Measuring Social Media Activity - IAB UK
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The 4 As<br />
The importance you place on the 4 As will depend on your original intent<br />
INTENT 1 INTENT 2<br />
WEIGHTING OF METRICS<br />
Awareness<br />
Appreciation<br />
Action<br />
Advocacy<br />
<strong>Activity</strong> designed to generate buzz and<br />
WOM might focus more on awareness,<br />
appreciation and advocacy metrics<br />
<strong>Activity</strong> designed to generate leads<br />
may be much more weighted<br />
towards action metrics