Social media success needs evidence-based testing

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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.
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