Social media: Creating contagious content
James Burke and Euan Mackay Kantar Media
Introduction
Kantar Media Custom advises media clients on using research to fuel decisions. Increasingly our clients want to understand how to harness the power of social media to extend the reach of their content. We had noted the impressive diversity of content that is enjoyed in the social world, but were struck by the fact that the available social media metrics can only identify what is popular (volume of tweets, mentions, likes, etc), not why it is popular.
Despite a wealth of existing metrics helping...