Hi friend – Rob here. Let's talk about Social Effectiveness 101. Broadly inspired by The IPA's Advanced Effectiveness Test. But with a social spin to it, because it's god damn 2024. Let's get into it. 🚨 Problem: Most social reports only tell 33% of the story, because social metrics (alone) rarely translate outside the social or marketing team. 💡 Solution: When telling an effectiveness story, build a case based on campaign, brand and commercial metrics (or a proxy for them). You can also...