Our newsletterWebsite visits also fed sales at this B2B consultancy, but about half as strongly as new followers did
SMM
| Response variable | Elasticity | Wear-in (week) | Wear-out (week) |
|---|---|---|---|
| Sales | 0.36 | 0 | 1 |
| Followers | 0.14 | 0 | 1 |
| Sales Posts | — | — | — |
| Technical Posts | — | — | — |
| Social Posts | — | — | — |
| Engagement | — | — | — |
Social media marketing elasticities: response of sales, followers & other metrics to a change in Website Visits (elasticity, wear-in/out weeks)
Social media marketing elasticities: response of sales, followers & other metrics to a change in Website Visits (elasticity, wear-in/out weeks)- Reader Note:
- A 1% rise in website visits was associated with 0.356% higher sales revenue and 0.140% more new followers, against 0.591% and 0.878% for a 1% rise in new followers. Effects appeared in the same week and faded within one week. These are elasticities from one firm's weekly data, not rates to apply elsewhere.
- 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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