Hi friend β 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. π¨ Problem: Most social reports only tell 33% of the story, because social metrics (alone) rarely translate outside the social or marketing team. π‘ Solution: When telling an effectiveness story, build a case based on campaign, brand and commercial metrics (or a proxy for them). You can also...
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