Guides and Best Practices

The 2017 WOMMA Guide to Influencer Marketing

This comprehensive Guide features the latest on influencer and advocacy marketing, its ROI, accurate campaign measurement, the different types of influencers and advocates, when and how to enlist them, and proper disclosure when engaging influencers.

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WOMMA Social Media Disclosure Guidelines (March, 2017)
Best Practices for Transparency and Honesty in Digital, Social & Mobile Marketing

In today's constantly evolving interactive world, with opportunities to deliver messaging across countless platforms and devices, it can be difficult to figure out the best way to ethically, accurately, and consistently make disclosures. However, doing so is critical not only to communicate with audiences ethically and responsibly, but also to avoid damage to your brand's reputation and potential legal, regulatory, and financial risk. Some fundamental principles to keep in mind when conducting your marketing and communications activities in digital, social, and mobile media are set forth below. Please note this guide is provided as a courtesy to our members and the industry at large, but is not intended to be legal advice. Always consult your own attorney to apply current law to your specific circumstances.

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Media Rating Council (MRC) Social Media Measurement Guidelines

This document presents a guideline for the measurement of certain types of Social Media activity conducted by consumers who use media. For purposes of this document, Social Media is defined as created, shared or exchanged information, ideas, content and opinions in virtual communities and online networks, including conversations about or with a brand. The document was prepared for the use and benefit of the media Industry, especially those constituents that analyze behavior or user-generated/posted information, measure advertising and those that attempt to monetize events (whether buyer or seller) in a Social Media environment.

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Return on Word of Mouth Study

What is the true value of word of mouth, online and offline, relative to other marketing and media? WOMMA gathered some of the world's leading brands and researchers to answer this question and quantify the ROI of a word of mouth recommendation.

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