The 2015 Warc Prize for Social Strategy is a competition that asks marketers to demonstrate how effectively they had used social media in their marketing efforts. Each case was judged using criteria based on insight and strategic thinking, implementation, social effects, business effects, and learnings.
In the following article entitled “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?,” Comscore Co-Founder and Chairman Emeritus Gian Fulgoni shares the insights he gained as a judge reviewing 33 finalist case studies submitted by firms around the world in competition for the Warc Prize for Social Strategy. The article was recently published in the September 2015 issue of the Journal of Advertising Research and is reprinted with permission.
We invite you to read the full article, which can also be found on the Advertising Research Foundation website.