AMEC – the International Association for Measurement and Evaluation of Communication launched its consultation exercise with its European members, and in-house and agency PR professionals on November 17th 2011.

Tim Marklein, Practice Leader, Technology and Analytics, WCG and Chair of three-party Coalition on social media measurement standards introduces the session.

Pete Devery, Corporate PR Lead, Microsoft EMEA talks about the Microsoft approach to PR measurement globally, its current challenges in measuring social media and proving its worth to stakeholders.

Nick Masters, Head of Online, PwC summarises its current challenges in realising the full potential of social media through meaningful measurement and analytics.

Tim Marklein moderates questions from the audience and the panel.

Rosanna M. Fiske, Chair and CEO, Public Relations Society of America (PRSA) talks through the US practitioner and client experience of Social Media Measurement.

‘Existing systems have failed – this is the start of our wake up call’ Stephen Waddington, Managing Director, Speed Communications, representing the PRCA on social media measurement standards.

Philip Sheldrake, Chair, CIPR’s Measurement and Evaluation Group and Founding Partner, Meanwhile puts a case forward for ‘The Influence Scorecard’.

Richard Bagnall, Director of Insights & Analytics, Gorkana Group and Chairman AMEC Social Media Measurement Group. Also Joerg Kramer, MD and Founder of Kantar Media Intelligence Germany.

Tim Marklein moderates questions from the audience.

Tim Marklein and Barry Leggetter’s closing comments. Please email barryleggetter@amecorg.com by 27th January 2012 with your ‘Big Ask’ of Social Media Measurement standards.

Public relations is fast-growing field, but is too American, struggling to come to grips with social media, under-researched, and lacks critical thinking and analysis needed to improve ethics and its societal impact. [...]

A new report from the Australasian region shows that more than 65 per cent of private and public sector organisations have no specific policies or guidelines [...]

Professor Tom Watson lays out the case for setting the objectives first. Everything else – including measurement – will then follow.

Jeremy Thompson, Managing Director of the Gorkana Group and Chairman of AMEC’s Licensing Committee. Protecting access to content is key to AMEC members success.

David B. Rockland, Ph.D., Partner/CEO Ketchum Pleon Change and Global Research, on how we learned from client speakers in this session.

Donald K. Wright, Ph.D.., Harold Burson Professor and Chair in Public Relations, College of Communication, Boston, argues that the debate is set to continue.

The Barcelona Principles outlawed AVEs. Ruth Pestana showcases AMEC’s replacement Valid Metrics guidelines. Until recently Vice Chair of AMEC’s North American Chapter.

A panel of industry leaders explore consolidation trends which include acquisition expansion within geographies.

The biggest audience of the workshop day hear why social media “movers and shakers” Tim Marklein, Katie Paine and Richard Bagnall make the case to develop Global Social Media Measurement Standards.

Mark Westaby, Founder of Spectrum Consulting and AdsInsight, on why proving your worth is now more than just a £, $ or a Euro value

David B. Rockland, Ph.D., Partner/CEO Ketchum Pleon Change and Global Research on how AMEC shifted from fundamentals of the Barcelona Summit to looking at the future for programme measurement

Peter Granat, President & COO, North America, Cision — North America and Mazen Nahawi, President, News Group International, Middle East, share their vision.

An international panel on why traditional media is not dead but just re-positioned.