Why going viral is not enough: the shape of effective social media campaigns
The success of social media activity is typically measured using the comfortingly measurable – numbers of one sort of activity or another. But the numbers game is not the full story. Anne Rayner and Kyle Findlay argue that it is the shape of social media conversations that need to be analysed to give the full picture of the effects social media activity achieves.
What do effective social media campaigns look like? Marketers tend to answer this question by adding up...