Why going viral is not enough: the shape of effective social media campaigns

Anne Rayner and Kyle Findlay

This article looks at how successful social media campaigns can be more accurately distinguished from popular but ineffective campaigns.

Why going viral is not enough: the shape of effective social media campaigns

Anne Rayner and Kyle Findlay Kantar TNS

The success of social media activity is typically measured using the comfortingly measurable – numbers of one sort of activity or

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