How Brands Using Social Media Ignite Marketing and Drive Growth: Measurement of Paid Social Media Appears Solid but Are the Metrics for Organic Social Overstated?
Gian M. Fulgoni
comScore, Inc.
Editor’s Note:
Warc, the London-based publisher of the Journal of the Advertising Research (JAR), annually selects a panel of marketing experts to review case-study submissions for its Warc Prize for Social Strategy.1 Gian Fulgoni, co-founder and chairman emeritus of comScore, Inc. (and JAR columnist) was one of the 2015 Warc judges.2In the pages that follow, Fulgoni shares the insights he gained as...