Our newsletterFor B2B consultancy social posts can raise engagement but are followed by slightly fewer website visits two to three weeks later
Performance measurement
| Response variable | Elasticity | Wear-in (week) | Wear-out (week) |
|---|---|---|---|
| Sales | — | — | — |
| Followers | — | — | — |
| Sales Posts | — | — | — |
| Technical Posts | — | — | — |
| Engagement | 0.29 | 0 | 1 |
| Website Visits | -0.06 | 2 | 3 |
Social media marketing elasticities: response of engagement & website visits to a change in Social Posts (elasticity, wear-in/out weeks)
Social media marketing elasticities: response of engagement & website visits to a change in Social Posts (elasticity, wear-in/out weeks)- Reader Note:
- A 1% rise in social-type posts was associated with 0.294% higher engagement in the same week, and with 0.056% fewer website visits — an effect that only appeared two weeks later and had faded by the third. These are elasticities from one firm's weekly data, not rates to apply elsewhere, and the drop in visits is about five times smaller than the rise in engagement.
- Evidence:
- Observed behaviour
- Vendor interest:
- None
- Sample:
- One B2B consultancy firm operating mainly in Chile and Peru; 106 weeks of weekly firm-level data from February 2019 to March 2021, including 146 LinkedIn posts manually coded into sales, technical, or social categories.
Reader Note:
Evidence:
Vendor interest:
Sample:Good for
Getting a rough orientation, and deciding what to check yourself.
Not for
- Saying that one thing caused another, or predicting what you would get.
- This was measured in one market. It may not hold where you are.
- The source talks about this as cause and effect — that is its reading, not a finding.
- This is one case — one company, one campaign, one account. Nothing implies it happens anywhere else.
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