CyberAlert Helps The Conclave Validate the SMM Standards
Stratford, Conn. – CyberAlert LLC will provide analysts to support a new study by the Institute for Public Relations (IPR) Measurement Commission to test and validate standardized coding for social media analysis. The research study is designed to test standards for measuring social media sentiment, opinion and engagement developed in 2013 by the Conclave on Social Media Measurement.
The new IPR study seeks to resolve one of the major issues in analyzing social media: the lack of universally-accepted and agreed upon measures and processes for evaluating social media mentions. Variation in professional research practices often leads to uneven research quality, inconsistency, and confusion. The new IPR study is designed to resolve those problems, using the Conclave standards as the benchmark.
“The IPR Measurement Commission Study is a crucial step to move forward on social media measurement standards,” said Douglas Chapin, President and CEO of CyberAlert LLC. “We’re delighted to have the opportunity to provide our analysts to carry out the study. The entire media measurement community I’m sure looks forward to seeing the study results and recommendations.”
In the new study, CyberAlert’s analysts will independently measure social media mentions provided by three participating organizations. The organizations are: Southwest Airlines Co., Goodwill Industries International, and U.S. Fish & Wildlife Service. Michelle Hinson, director of public relations measurement for CyberAlert and chair of the IPR Measurement Commission, will lead the research team.
“Much like the related work to achieve standards in traditional public relations measurement, the work to create and test standards for social media coding is an important step to creating a common language and approach for our profession to utilize,” said Linda Rutherford, Southwest Airlines’ Vice President of Communication & Outreach. The airline has been participating in the Conclave on Social Media Measurement since its inception and signed on as an early supporter of the social media standards.
Nancy Monroe, chief, division of marketing communications for The U.S. Fish and Wildlife Service, “sees the importance of setting social media standards for analysis and is excited to be a part of the effort.”
“We look forward to engaging with the IPR Measurement Commission and CyberAlert to gain an even greater insight into the motivations and interests of our shoppers, donors and public supporters throughout our social enterprise,” said Beth Perell, vice president of communications and information management, Goodwill Industries International.
The IPR Measurement Commission is composed of researcher-practitioners and thought-leaders in public relations research, measurement, and evaluation drawn from all segments of the global public relations industry: corporations, government, and non-profits; public relations agencies; research firms; and academia. The Conclave is a 40+ member group of measurement professionals that published guidelines for social media measurement in 2013. The Conclave established general parameters for social media, but stopped short of providing validated processes.
In addition to the IPR Measurement Commission, groups involved in the process include Word of Mouth Marketing Association (WOMMA), the Digital Analytics Association, Public Relations Society of America (PRSA), International Association of Business Communicators (IABC) and Chartered Institute of Public Relations (CIPR).
ABOUT CYBERALERT
Founded in 1999, CyberAlert is a worldwide media monitoring and measurement service that offers one of the most comprehensive media coverage plans in the industry. CyberAlert® 5.0 monitors 60,000+ online news sources in 75+ languages worldwide while CyberAlert Print covers over 25,000 news sources. Services also include CyberAlert TV, CyberAlert Radio, and CyberAlert Buzz for social media monitoring. CyberAlert customizes metrics and measurement for news and social media to the specific needs of its PR and marketing clients. CyberAlert offers a no-risk 14-day free media monitoring trial of all its services. Media Monitoring News is CyberAlert's weekly newsletter that publishes a roundup of the best PR and marketing insights and articles.
Contacts
CyberAlert LLC Douglas Chapin, 203-375-7200 dchapin@cyberalert.com
(This content originally appeared as a press release from BusinessWire.com)