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

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 FindlayKantar TNS

The success of social media activity is typically measured using the comfortingly measurable – numbers of one sort of activity or another. But the numbers game is not the full story. Anne Rayner and Kyle Findlay argue that it is the shape of social media conversations that need to be analysed to give the full picture of the effects social media activity achieves.

What do effective social media campaigns look like? Marketers tend to answer this question by adding up...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands