02 Oct Possible to plan media success?
Predicting the value of social will be a big help when developing successful media plans (http://www.warc.com/
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.