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As we all consider New Year’s resolutions for 2013, the marketing and PR community needs to take another serious look at measurement and resolve to break away from the inflated impression numbers and ad equivalency that have dominated wrap-up reports for years.

Some of the most exciting developments in the public relations industry the past few years have been around measurement, specifically the Barcelona Principles and subsequent SMMStandards movement that aims to standardize social media measurement.

Yet despite these developments, the topic of measurement continues to emerge every year. Unfortunately, far too many in the industry fall into old habits or are too scared of change. Andre Manning and David B. Rockland, Ph.D. summarized it appropriately in March of last year when they analyzed how to implement the Barcelona Principles.

“You must adopt a new mind-set. Probably the hardest part of transitioning into this system has been getting away from the mindset that more is always better — or that the bigger the stack of clips, the better the results. “

While the adoption of the Barcelona Principles has gained a slow and steady momentum, it’s time for the industry to resolve that 2013 will be the year that we break away from AVEs and inflated impressions numbers.

Beyond the Barcelona principles, we also need to resolve that the SMMStandards movement won’t face the same slow acceptance. Here is a great overview of the priority areas from Angie Jeffrey of MeasurementMatch.com.

So in January – when we’re all trying to shed those extra holiday pounds – let’s make sure we also shed the AVEs and inflated impressions from the 2013 measurement plans and put processes in place that measure the true value of our programs.

Tim Wieland (@timwieland) is an account director at Airfoil, a high-tech PR and marcomm agency with offices in Silicon Valley and Detroit.

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