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. © Advertising Research Foundation 2015.