Last year, we saw the majority of advertising campaigns feature some use of social media. No longer a niche channel, brands have taken to Facebook, Twitter and Weibo with enthusiasm, trying to engage in stronger relationships with their customers. But is it worth it?
Here at Warc, we recently analysed almost 800 campaign case studies for our Seriously Social trends report. Amongst our findings, we discovered that the presence of social media is no guarantee of advertising effectiveness. From those that have shown excellent social use, we've distilled the important lessons that you should apply to your future campaigns.