Lori Lewis Sits Down With Arbitron To Clear Up Social Boasting and Posting
March 28, 2012 at 5:14 AM (PT)
Over the years, it's been made clear by ARBITRON that we are not allowed to appeal to diary holders/PPM panelists directly to "fix" the ratings. But do the same rules apply for social media? And if so -- who's monitoring this?
In light of WNNX/ATLANTA getting tagged by ARBITRON for potential ratings bias after a "suggestive tweet," JACOBS MEDIA Dir./Digital and Social Strategies LORI LEWIS spoke exclusively with ARBITRON's Senior Principal Policy Analyst DAVE WILLINSKI, on behalf of ALL ACCESS, for this week's "MERGE."
LEWIS says, "What constitutes rating bias or rating distortion in the social space is pretty similar to the traditional rules we've always known -- but when the conversation began about boasting socially -- that's where it got interesting. It's an area that's very different to the old rules and is critical to a team understanding."