Warc Trends: Seriously Social (summary version) - A casebook of effectiveness trends in social media campaigns

This summary version of the 'Seriously Social' Warc Trends Report (also available in its full version) provides an overview of key findings from a study of almost 800 award-winning cases on Warc that included a social media element.
The analysis looked at patterns in media selection, campaign duration, and budgets across this body of cases, and compared case containing social media that won Gold Awards with non-Gold winners. It argues that many social campaigns are still project-like in scope, and distinguished by short durations, low budgets and present social media statistics rather than commercial results as their proof of effectiveness....

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