Brands tie social and commercial as they move from using social media engagement for measurement
Earlier this week (2 Feb) trade bodies IPA, The Marketing Society and Market Research Society published guidelines for marketers that would improve their chances of measuring the impact of social media’s impact on return-on-investment (ROI).
The #IPASocialWorks collaboration, found that when brands tie social media with commercial objectives they are much more likely to get ROI, with case studies showing that Transport for London (TfL), Dorito’s and O2 have seen cases of success when doing this.
O2’s head of social media, Kristian Lorenzon told Marketing Week today (5 Feb) that many metrics are in place at the company to measure the Read full story ›
Source: Marketing Week
