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If companies want to find out how effective campaigns on social media platforms can be, they should check out case studies of other firms that have undertaken such projects.

This is the view of Bradley Little, head of NM Incite, who told the recent online branding and social media workshop that researching the actions of past social networking initiatives can be the best way of working out how to structure a future strategy.

He said: "It's really [about] looking at the impact of these social impressions and the effectiveness of campaigns and asking, what are the drivers?"

Mr Little's firm has been working alongside social giant Facebook for about one and a half years as a research provider and partner, with Brand Lift becoming the first service unveiled by the organisations.

News provider CNN recently claimed the topics that are shared the most on social networks are from the business, world and technology sections of its coverage.