Seven steps to effective social: insights from #IPASocialWorks

Matthew Carlton

This event report outlines seven key steps for brands to maximise their social media effectiveness. These steps are: find a way to measure effectiveness, not just count followers; integrate social media into wider marketing communications strategy; apply traditional test and learn processes to social media campaigns; exploit the data available through the channel; and separate causation and correlation, possibly through A/B testing.

Seven steps to effective social: insights from #IPASocialWorks

Matthew Carlton

How does social drive effectiveness? At the IPA Eff Fest event in London, the IPA, in partnership with The Marketing Society and The Market Research Society, shared details on the opening stage of its cross-industry research into providing authoritative guidance and standardised metrics on this previously uncertain area.

Fran Cassidy, founder of Cassidy Media Partnership, and Stephen Maher, chairman of the Marketing Society, began this session by encouraging the industry to submit examples of their social marketing successes and failures, which could be used for research purposes to develop...

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