Our newsletterIn this case study sales-oriented posts brought B2B consultancy followers and website traffic but did not move revenue directly
Performance measurement
| Response variable | Elasticity | Wear-in (week) | Wear-out (week) |
|---|---|---|---|
| Sales | — | — | — |
| Followers | 0.21 | 0 | 2 |
| Technical Posts | — | — | — |
| Social Posts | -0.07 | 0 | 1 |
| Engagement | — | — | — |
| Website Visits | 0.31 | 1 | 3 |
Social media marketing elasticities: response of followers, social posts & website visits to a change in Sales Posts (elasticity, wear-in/out weeks)
Social media marketing elasticities: response of followers, social posts & website visits to a change in Sales Posts (elasticity, wear-in/out weeks)- Reader Note:
- A 1% rise in sales-type posts was associated with 0.212% more new followers, appearing within two weeks, 0.311% more website visits, appearing between one and three weeks, and 0.070% fewer social posts. No significant association with sales revenue. Posts were hand-coded into sales, technical and social categories: 146 posts over 106 weeks at one B2B consultancy in Chile and Peru.
- 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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