Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


Social media success needs evidence-based testing

By Published on .

Behavioral economics in the social space is evinced by lots of anecdotal evidence but precious little hard evidence, John Bell writes on the Digital Influence Mapping Project blog. Such concepts as reciprocity, authority and scarcity are claimed to drive persuasion and action, Bell writes, as well as “finding the bright spots,” “shrinking the change” and “pointing to the destination.” But as marketers get more focused on driving behaviors (rather than attitudes and intentions), there's just not enough testing and reporting of what works best, he avers.
Most Popular
In this article: