Possible to plan media success?

Possible to plan media success?

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Predicting the value of social will be a big help when developing successful media plans  (http://www.warc.com/LatestNews/News/Earned_media_can_be_planned.news?ID=32567).   In the end it’s not about engagement, it’s about success, media success.  Engagement is only an interim metric that will hopefully lead to building the brand and more revenue in the short and long term.

We’ve also seen the three dimensions mentioned here: “… creative, where the material was syndicated, and paid-media investments”
 

The biggest challenge though will be in determining the value of creative.  With TV, Link pre-testing can be a reasonable proxy for predicting creative success.  Not sure how this can be done in social, but looking into the future.  Also not sure if a social campaign can easily be pre-tested for its virality.  It sure sounds like an interesting field of research.
 
Let me know what you’ve seen and your thoughts.