Seven steps to effective social: insights from #IPASocialWorks
Matthew Carlton
How does social drive effectiveness? At the IPA Eff Fest event in London, the IPA, in partnership with The Marketing Society and The Market Research Society, shared details on the opening stage of its cross-industry research into providing authoritative guidance and standardised metrics on this previously uncertain area.
Fran Cassidy, founder of Cassidy Media Partnership, and Stephen Maher, chairman of the Marketing Society, began this session by encouraging the industry to submit examples of their social marketing successes and failures, which could be used for research purposes to develop...