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

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.

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

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.

Continue reading this post on The Wall.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
The top 10 brands favoured by Remainers and Brexiters
Shares0
Share

1 The top 10 brands favoured by Remainers and Brexiters

Marketers can learn about our divided nation by examining the brands that appeal across the voting referendum voting split, says Emily James, chief strategy officer at Rainey Kelly Campbell Roalfe/Y&R.

Just published