Measuring the contribution of social media

This edited extract from the IPA Social Works project summarises the key lessons in measuring the effectiveness of social media.

Measuring the contribution of social media

Fran Cassidy Cassidy Media PartnershipRay Poynter The Future PlaceSimeon Duckworth MindshareCelina Burnett Gain Theory

Social media has emerged as significant and pervasive. As a new media format, it is also elusive in the sense of the complex challenges it presents to understanding its contribution to marketing effectiveness. In this edited extract from the #IPASocialWorks project, Fran Cassidy, Ray Poynter, Simeon Duckworth and Celina Burnett summarise the key lessons in measuring social media.

The current view of social media measurement is that there is no 'best practice'. Indeed,...

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