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,...