Background
At ITV we have fantastic tools that are able to plan our promotional airtime for maximum effectiveness on viewing, but when it comes to our second biggest resource – social media – it is difficult for us to gauge the success beyond what simply happens in social itself. What good is a "like" if it doesn't ultimately change behaviour? This is a problem not confined to broadcasters; across research people are being asked to justify investment in social media against companies' bottom lines.
We've always believed that social media can help drive viewing but it has been almost impossible...