Too many social media campaigns are small-scale, short-term and lack proof of effectiveness

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Social media: many are failing to quantify their impact on sales
Social media: many are failing to quantify their impact on sales

Unilever, P&G and Kraft are the "most social" brand owners. However, too many social media campaigns are short-term and low-budget and are still failing to quantify their impact on sales, market share or other financial metrics, according to a new report.

The report from marketing information service Warc argues that marketers need to apply the same seriousness to planning, budgeting and measuring campaigns with a social media element as they do to more traditional campaigns.

However, this is despite metrics remaining hard to quantify in many cases.

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