A guide to measuring the effectiveness of organic social for brands

Gary Andrews

Compare Club’s Gary Andrews analyses how to measure the value of organic social and what brands can do to leverage it for commercial success.

In 2023, it’s rare to find a marketing department that doesn’t include a social media manager. It’s often a broadly defined role, ranging from community management and customer service through to managing influencer campaigns, or contributing to the US$210.5bn adspend Dentsu estimates went towards digital, video and social media last year.

But while the role is varied, it often involves some form of owned-channel content creation, either in the form of inhouse production or employing agencies. The act of creating a social profile for a brand is usually free, the act of manning and populating it is rarely...

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