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IAB releases social media "best practices"
Date: 19/05/2009
On 19 May, IAB released a set of recommendations for the ad industry on social media. The "best practices" are intended to help protect consumer privacy, ensure transparency for what and how data is being used, and to define consumer permissions. The document provides examples of social advertising to inform and facilitate greater adoption of the medium through defining creative components, data usage, consumer control and privacy guidelines.
Marketers are looking to maximize the effectiveness of this new medium and are developing social advertising that heightens relevance and engagement through the use of profile data within the ad units themselves, as well as the use of social graph data to target ads.
Social media is big and getting bigger, providing marketers with a combination of reach, relationships, and relevance:
Reach: Social media has overtaken email as the most popular consumer activity, according to a recent Nielsen study. Importantly, consumer growth is coming from an older demographic than social media's historical base; for example, Facebook's strongest growth is coming from 35-49 year-olds, adding twice as many 50-64-year-olds as opposed to those under 18. (Source: Nielsen 2009)
Relationships: Social media's strength is in the personal connections it enables, the peer-to-peer contact, providing reasons for consumers to visit regularly and for extended periods of time.
Relevance: Consumers are extremely engaged with the content and connections that their friends are creating because of its personal relevance.
Source: IAB.net
Download the guidelines below
WFA's Digital Network, which comprises interactive and digital marketing directors with regional and global remits, regularly exchanges insights and learnings around topics such as leveraging social media. For more information on this group please contact Robert Dreblow: [email protected]
Documents:
Social-Advertising-Best-Practices-0509.pdf
