RT Journal Article SR Electronic T1 Agency-Generated Research of Consumer-Generated Content JF Journal of Advertising Research JO J Advert Res FD WARC SP 469 OP 478 DO 10.2501/JAR-54-4-469-478 VO 54 IS 4 A1 Sonia Dickinson-Delaporte A1 Gayle Kerr YR 2014 UL http://www.journalofadvertisingresearch.com/content/54/4/469.abstract AB Social media enable advertising agencies to engage directly with the public by participating in—and observing—real conversations. The current study recruited a Delphi panel to explore how some of the world's leading advertising professionals view the use of social media to test, track, and evaluate advertising campaigns and how they identify related risks and ethical considerations. The findings suggest that agencies primarily use social media as a tool for understanding consumers and igniting insight, not as a means of testing creative ideas. The authors believe this research provides an important benchmark of agency best practice in social-media research and outlines ethical implications.