THE thinking
Is social pulling its weight?
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When social deserves the credit
When you’re asked whether social is worth the budget, attribution only answers part of the question. This four-question framework gives you a way to assess social’s impact and explain what the evidence supports, even when the sale happens elsewhere.
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The problem may not be social
Before asking social to work harder, follow what happens next. A travel brand campaign shows why finding the obstacle can give you a much better brief.