How Brands Using Social Media Ignite Marketing and Drive Growth: Measurement of Paid Social Media Appears Solid but Are the Metrics for Organic Social Overstated?

  In this article, Gian Fulgoni, co-founder and chairman emeritus of comScore, shares the insights he gained as a judge reviewing the finalist case studies submitted by companies around the world in competition for the Warc Prize for Social Strategy. The Warc Prize for Social Strategy is a search for social ideas -- any strategy designed to generate 'earned media' -- that drive business results. Winners from the 2015 competition include Coca-Cola, 'Share-a-Coke US', Oscar Mayer, 'Wake Up and Smell the Bacon', and Chobani Yogurt: '#PlainInspiring.

Journal of Advertising Research
Fulgoni, Gian M
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