Advertising research specialist Nielsen is planning to implement a traditionally used advertising metric to measure the success of Facebook marketing, according to a report featured on marketingpilgrim.com.
It is widely thought that the ‘Gross Ratings Points’ system would give marketers a more concise way of measuring the success of their social media marketing efforts – having already proven to be successful in measuring the audience size for TV, print and outdoor advertising.
Whilst traditional online metrics such as click-through rates might provide some insight, they are not necessarily a conclusive metric to measure social media success by – as most campaigns are about awareness, rather than action.
This system measures the size of an audience – “by the ‘frequency’ with which the audience sees a brand” – as defined by the Wall Street Journal.
Overall, a ‘Gross Ratings Points’ system could be extremely useful for businesses looking to determine whether changes to their existing marketing strategies are needed, or if they’re better off focussing their attention to a digital channel – other than Facebook.
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