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  • v.12(6); 2020 Jun

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Social Media Use and Its Connection to Mental Health: A Systematic Review

Fazida karim.

1 Psychology, California Institute of Behavioral Neurosciences and Psychology, Fairfield, USA

2 Business & Management, University Sultan Zainal Abidin, Terengganu, MYS

Azeezat A Oyewande

3 Family Medicine, California Institute of Behavioral Neurosciences and Psychology, Fairfield, USA

4 Family Medicine, Lagos State Health Service Commission/Alimosho General Hospital, Lagos, NGA

Lamis F Abdalla

5 Internal Medicine, California Institute of Behavioral Neurosciences and Psychology, Fairfield, USA

Reem Chaudhry Ehsanullah

Safeera khan.

Social media are responsible for aggravating mental health problems. This systematic study summarizes the effects of social network usage on mental health. Fifty papers were shortlisted from google scholar databases, and after the application of various inclusion and exclusion criteria, 16 papers were chosen and all papers were evaluated for quality. Eight papers were cross-sectional studies, three were longitudinal studies, two were qualitative studies, and others were systematic reviews. Findings were classified into two outcomes of mental health: anxiety and depression. Social media activity such as time spent to have a positive effect on the mental health domain. However, due to the cross-sectional design and methodological limitations of sampling, there are considerable differences. The structure of social media influences on mental health needs to be further analyzed through qualitative research and vertical cohort studies.

Introduction and background

Human beings are social creatures that require the companionship of others to make progress in life. Thus, being socially connected with other people can relieve stress, anxiety, and sadness, but lack of social connection can pose serious risks to mental health [ 1 ].

Social media

Social media has recently become part of people's daily activities; many of them spend hours each day on Messenger, Instagram, Facebook, and other popular social media. Thus, many researchers and scholars study the impact of social media and applications on various aspects of people’s lives [ 2 ]. Moreover, the number of social media users worldwide in 2019 is 3.484 billion, up 9% year-on-year [ 3 - 5 ]. A statistic in Figure  1  shows the gender distribution of social media audiences worldwide as of January 2020, sorted by platform. It was found that only 38% of Twitter users were male but 61% were using Snapchat. In contrast, females were more likely to use LinkedIn and Facebook. There is no denying that social media has now become an important part of many people's lives. Social media has many positive and enjoyable benefits, but it can also lead to mental health problems. Previous research found that age did not have an effect but gender did; females were much more likely to experience mental health than males [ 6 , 7 ].

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Object name is cureus-0012-00000008627-i01.jpg

Impact on mental health

Mental health is defined as a state of well-being in which people understand their abilities, solve everyday life problems, work well, and make a significant contribution to the lives of their communities [ 8 ]. There is debated presently going on regarding the benefits and negative impacts of social media on mental health [ 9 , 10 ]. Social networking is a crucial element in protecting our mental health. Both the quantity and quality of social relationships affect mental health, health behavior, physical health, and mortality risk [ 9 ]. The Displaced Behavior Theory may help explain why social media shows a connection with mental health. According to the theory, people who spend more time in sedentary behaviors such as social media use have less time for face-to-face social interaction, both of which have been proven to be protective against mental disorders [ 11 , 12 ]. On the other hand, social theories found how social media use affects mental health by influencing how people view, maintain, and interact with their social network [ 13 ]. A number of studies have been conducted on the impacts of social media, and it has been indicated that the prolonged use of social media platforms such as Facebook may be related to negative signs and symptoms of depression, anxiety, and stress [ 10 - 15 ]. Furthermore, social media can create a lot of pressure to create the stereotype that others want to see and also being as popular as others.

The need for a systematic review

Systematic studies can quantitatively and qualitatively identify, aggregate, and evaluate all accessible data to generate a warm and accurate response to the research questions involved [ 4 ]. In addition, many existing systematic studies related to mental health studies have been conducted worldwide. However, only a limited number of studies are integrated with social media and conducted in the context of social science because the available literature heavily focused on medical science [ 6 ]. Because social media is a relatively new phenomenon, the potential links between their use and mental health have not been widely investigated.

This paper attempt to systematically review all the relevant literature with the aim of filling the gap by examining social media impact on mental health, which is sedentary behavior, which, if in excess, raises the risk of health problems [ 7 , 9 , 12 ]. This study is important because it provides information on the extent of the focus of peer review literature, which can assist the researchers in delivering a prospect with the aim of understanding the future attention related to climate change strategies that require scholarly attention. This study is very useful because it provides information on the extent to which peer review literature can assist researchers in presenting prospects with a view to understanding future concerns related to mental health strategies that require scientific attention. The development of the current systematic review is based on the main research question: how does social media affect mental health?

Research strategy

The research was conducted to identify studies analyzing the role of social media on mental health. Google Scholar was used as our main database to find the relevant articles. Keywords that were used for the search were: (1) “social media”, (2) “mental health”, (3) “social media” AND “mental health”, (4) “social networking” AND “mental health”, and (5) “social networking” OR “social media” AND “mental health” (Table  1 ).

Out of the results in Table  1 , a total of 50 articles relevant to the research question were selected. After applying the inclusion and exclusion criteria, duplicate papers were removed, and, finally, a total of 28 articles were selected for review (Figure  2 ).

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PRISMA, Preferred Reporting Items for Systematic Reviews and Meta-Analyses

Inclusion and exclusion criteria

Peer-reviewed, full-text research papers from the past five years were included in the review. All selected articles were in English language and any non-peer-reviewed and duplicate papers were excluded from finally selected articles.

Of the 16 selected research papers, there were a research focus on adults, gender, and preadolescents [ 10 - 19 ]. In the design, there were qualitative and quantitative studies [ 15 , 16 ]. There were three systematic reviews and one thematic analysis that explored the better or worse of using social media among adolescents [ 20 - 23 ]. In addition, eight were cross-sectional studies and only three were longitudinal studies [ 24 - 29 ].The meta-analyses included studies published beyond the last five years in this population. Table  2  presents a selection of studies from the review.

IGU, internet gaming disorder; PSMU, problematic social media use

This study has attempted to systematically analyze the existing literature on the effect of social media use on mental health. Although the results of the study were not completely consistent, this review found a general association between social media use and mental health issues. Although there is positive evidence for a link between social media and mental health, the opposite has been reported.

For example, a previous study found no relationship between the amount of time spent on social media and depression or between social media-related activities, such as the number of online friends and the number of “selfies”, and depression [ 29 ]. Similarly, Neira and Barber found that while higher investment in social media (e.g. active social media use) predicted adolescents’ depressive symptoms, no relationship was found between the frequency of social media use and depressed mood [ 28 ].

In the 16 studies, anxiety and depression were the most commonly measured outcome. The prominent risk factors for anxiety and depression emerging from this study comprised time spent, activity, and addiction to social media. In today's world, anxiety is one of the basic mental health problems. People liked and commented on their uploaded photos and videos. In today's age, everyone is immune to the social media context. Some teens experience anxiety from social media related to fear of loss, which causes teens to try to respond and check all their friends' messages and messages on a regular basis.

On the contrary, depression is one of the unintended significances of unnecessary use of social media. In detail, depression is limited not only to Facebooks but also to other social networking sites, which causes psychological problems. A new study found that individuals who are involved in social media, games, texts, mobile phones, etc. are more likely to experience depression.

The previous study found a 70% increase in self-reported depressive symptoms among the group using social media. The other social media influence that causes depression is sexual fun [ 12 ]. The intimacy fun happens when social media promotes putting on a facade that highlights the fun and excitement but does not tell us much about where we are struggling in our daily lives at a deeper level [ 28 ]. Another study revealed that depression and time spent on Facebook by adolescents are positively correlated [ 22 ]. More importantly, symptoms of major depression have been found among the individuals who spent most of their time in online activities and performing image management on social networking sites [ 14 ].

Another study assessed gender differences in associations between social media use and mental health. Females were found to be more addicted to social media as compared with males [ 26 ]. Passive activity in social media use such as reading posts is more strongly associated with depression than doing active use like making posts [ 23 ]. Other important findings of this review suggest that other factors such as interpersonal trust and family functioning may have a greater influence on the symptoms of depression than the frequency of social media use [ 28 , 29 ].

Limitation and suggestion

The limitations and suggestions were identified by the evidence involved in the study and review process. Previously, 7 of the 16 studies were cross-sectional and slightly failed to determine the causal relationship between the variables of interest. Given the evidence from cross-sectional studies, it is not possible to conclude that the use of social networks causes mental health problems. Only three longitudinal studies examined the causal relationship between social media and mental health, which is hard to examine if the mental health problem appeared more pronounced in those who use social media more compared with those who use it less or do not use at all [ 19 , 20 , 24 ]. Next, despite the fact that the proposed relationship between social media and mental health is complex, a few studies investigated mediating factors that may contribute or exacerbate this relationship. Further investigations are required to clarify the underlying factors that help examine why social media has a negative impact on some peoples’ mental health, whereas it has no or positive effect on others’ mental health.

Conclusions

Social media is a new study that is rapidly growing and gaining popularity. Thus, there are many unexplored and unexpected constructive answers associated with it. Lately, studies have found that using social media platforms can have a detrimental effect on the psychological health of its users. However, the extent to which the use of social media impacts the public is yet to be determined. This systematic review has found that social media envy can affect the level of anxiety and depression in individuals. In addition, other potential causes of anxiety and depression have been identified, which require further exploration.

The importance of such findings is to facilitate further research on social media and mental health. In addition, the information obtained from this study can be helpful not only to medical professionals but also to social science research. The findings of this study suggest that potential causal factors from social media can be considered when cooperating with patients who have been diagnosed with anxiety or depression. Also, if the results from this study were used to explore more relationships with another construct, this could potentially enhance the findings to reduce anxiety and depression rates and prevent suicide rates from occurring.

The content published in Cureus is the result of clinical experience and/or research by independent individuals or organizations. Cureus is not responsible for the scientific accuracy or reliability of data or conclusions published herein. All content published within Cureus is intended only for educational, research and reference purposes. Additionally, articles published within Cureus should not be deemed a suitable substitute for the advice of a qualified health care professional. Do not disregard or avoid professional medical advice due to content published within Cureus.

The authors have declared that no competing interests exist.

HubSpot's 2023 Social Media Marketing Report [Data from 1000+ Global Marketers]

Discover what we learned from surveying 1000+ global social media marketers about their 2023 goals, challenges, and more.

social_trends_report_2023-cover-mock

THE 2023 SOCIAL MEDIA TRENDS REPORT

The opportunities, challenges, and helpful new data to optimize your social content.

social media marketing report: image shows a iphone with a magnifying glass

Updated: 07/30/23

Published: 07/30/23

Let’s face it - social media marketing in 2023 is harder than ever.

Making good content isn’t even half the battle for brands today. Marketers also need to share it across a bunch of different apps and tweak it to fit the aesthetic and tone of each platform. 

Download Now: The 2023 State of Social Media Trends [Free Report]

With social media and the marketers who use it moving at the speed of light, keeping up with new platforms, trends, and algorithm updates isn’t easy.

To help you stay ahead of the game, we asked 1,283 social media marketers around the globe about the biggest trends they’re seeing, their goals, challenges, and strategies going into 2023.

HubSpot uses the information you provide to us to contact you about our relevant content, products, and services. HubSpot will share the information you provide to us with the following partners, who will use your information for similar purposes: Brandwatch. You can unsubscribe from communications from HubSpot at any time. For more information, check out HubSpot's Privacy Policy . To unsubscribe from Brandwatch's communications, see Brandwatch's Privacy Policy .

global social media case studies

The State of Social Media in 2023

Explore the top trends in social media for brands to know and optimize your social strategy.

  • Short-form video trends.
  • Social media and ecommerce.
  • AI in social media.

You're all set!

Click this link to access this resource at any time.

Not much time on your hands? Click the section you’d like to jump to here:

  • Social Media Trends
  • Top Social Media Platforms
  • Social Media Content Trends

Top Social Media Marketing Goals

  • The Top Social Media Challenges
  • Top Social Media Marketing Metrics

The Best Times to Post on Social Media

  • Social Media Marketer Predictions

The Top 10 Social Media Trends of 2023

  • Brands with an engaged social media community will win audiences.
  • Social media is the future of e-commerce.
  • Consumers slide into brands’ DMs for customer service.
  • Search engines lose steam as consumers turn to social search.
  • Influencer marketers ditch celebrities for micro-influencers.
  • More marketers will flock to Instagram for ROI and growth.
  • Short-form video is the highest ROI format and will see the most growth of any trend.
  • Funny, trendy, and relatable content will stand out.
  • Social budgets will be put under the microscope, but marketers are staying optimistic.
  • Re-sharing the same content across platforms won’t fly.

1. Brands with an engaged social media community will win audiences.

Community is key to connecting and engaging with your audience on social. 

The biggest change social media marketers have seen in the past year is the growing importance of building active social communities. In fact, 90% of them say building an active online community is crucial to a successful social media strategy in 2023.  

90% of social marketers are focused on building active communities

Our consumer trends survey also backs this up -- 20% of social media users joined an online community in the past three months, and 22% actively participated in one.

So where should you be building these communities? Facebook and Instagram are the most effective platforms for community building overall, but TikTok would be best for a Gen Z audience. At the end of the day, it all depends on the demographic you’re targeting

best platforms for communities

2. Social media could be the future of e-commerce.

Over the course of 2022, social media apps evolved into e-commerce platforms that connect users with products they can buy without leaving the app. 

While some, like Instagram, are further along in this transformation, the rest are working hard to implement new features and tools that enable social shopping. 

So, how’s it going so far? Currently, 47% of social media marketers say their brand sells directly within social media apps.

But what’s more important is that consumers are discovering new products on social media more than anywhere else.

Social media takes the lead for product discovery among Gen Z, Millennials, and Gen X, beating out internet search. Social is also the channel consumers 18-54 most prefer to discover new products on.

where consumers discover social media products

When it comes to actually buying products on social media, over one in five Gen Z, Millennial, and Gen X social media users have made an in-app purchase in the past three months.

This all sounds great, but social selling still faces a serious challenge -- trust.

users dont feel comfortable making purchases directly on social media

Just 41% of social media users feel comfortable making purchases on social media platforms and only 37% trust social media platforms with their card information.

The three biggest concerns social media users have when it comes to making purchases on social platforms are that the companies aren’t legitimate (54%), that they won’t be able to get a refund (48%), and concerns about the quality of the products being sold (44%).

social shopping concerns

If you’re ready to dive into social selling, marketers say Instagram offers the most ROI and best tools, while consumers say it has the best in-app shopping experience of any app - though that could change in 2023.

best social shopping platform

With each app offering multiple ways to sell, you may be wondering which features are used most. The most popular selling feature is Instagram Shops, used by 22% of social media marketers, followed by Facebook Shops (21%), and Instagram Live Shopping (19%).

most commonly used social selling features

3. Consumers slide into brands’ DMs for customer service.

Since social media is all about shopping, it makes sense that customer service is moving into the DMs.

Around one in five Gen Z, Millennial, and Gen X social media users have contacted a brand through DMs for customer service in the past 3 months, and 76% of social media marketers say their company already offers customer service on social. 

But whose job is it to respond?

43% of companies offering customer service through DMs have a customer service rep responding to messages, while 41% leave it up to the marketer in charge of managing that platform. Another 13% use automated tools like chatbots, which I expect to become more popular this year.

who responds to social media DMs

4. Consumers are turning to social in place of Google.

There’s a lot of hype right now about how AI and social search will make Google and other search engines obsolete. While it’s a bit soon to make that claim, social search is definitely taking off in 2023. 

24% of consumers 18-54 already search for brands on social media more often than through a search engine - and this jumps up to 36% among Gen Z. 

percentage of consumers who search brands on social media

55% of social media users in our survey use social search so let’s take a look at what they’re searching for. People, content, brands, inspiration, and products/services to buy are the top uses of social search - pretty much all the same stuff we use search engines for. 

what users search on social media

So, how can you optimize your social media accounts for social search? According to social media marketers who do it, the top strategies are including relevant keywords and hashtags in your posts and bio, making sure your username is easy to search for, and making sure your username is consistent across accounts.

how marketers optimize for social search

89% of social media marketers say social search is important to their overall social strategy, and they rate Instagram, Facebook, and YouTube are the platforms with the best search capabilities.

5. Brands swap out celebrities for micro-influencers.

Influencer marketing continues to be one of the most effective strategies for social media marketers in 2023, but we’ve seen a new approach gain popularity.

80% of influencer marketers work with smaller creators/influencers with under 100K followers and just 16% work with celebrities who have over a million followers.

Compared to celebrities, working with small influencers is less expensive, makes it easier to establish long-term partnerships, and offers access to tight-knit, engaged, and loyal communities.

biggest influencer marketing benefits

And when it comes to how influencer marketers decide which influencers/creators to partner with, they say quality of the content is more important than how many followers influencers have. Alignment with brand values also plays a major role. 

Regardless of how big or small the influencer is, influencer marketing is a highly effective marketing channel that drives consumer purchase decisions.

Our consumer trends survey shows that 31% of social media users prefer to discover new products on social media through an influencer they follow over any other social format or channel. This shoots up to 43% for Gen Z - making influencer marketing their preferred product discovery channel.

On top of that, 21% of social media users 18-54 have made a purchase based on an influencer’s recommendation in the past 3 months. This also rises to 32% among Gen Z.

do influencers lead to purchases

Social media marketers are also betting big on influencer marketing in 2023. 81% predict that most companies will have a creator/influencer as the face of their brand in 2023, and 47% are increasing their investment, while another 41% will keep it the same.

Influencer marketers work with influencers/creators in fashion (41%) the most, followed by lifestyle/vlog (40%), fitness/health (37%), food (34%), travel (33%), and family (33%).

As far as platforms, influencer marketers see the highest ROI through Instagram , with YouTube and Facebook tied for #2 . These are also the 3 most popular platforms for influencer marketing.

The main goals influencer marketers set when running campaigns center around increasing brand awareness, growing their audience, and of course, boosting sales.

influencer marketing goals

Brand awareness and sales are also the top two metrics influencer marketers track to measure the effectiveness of their campaigns, followed by views and engagement.

hubspot-blog-social-media-marketing-report_29

Influencer marketers also struggle with finding and vetting influencers who are aligned with their brand.

That makes sense considering 55% of influencer marketers find creators by tracking them down themselves on social media. 47% use an agency to match them with the right influencers while 44% make use of an online platform. 

Now that we’ve gone over the top 5 trends, let’s take a deeper dive into the rest starting with the platforms marketers are using the most, which offer the best ROI, and the social apps you can expect to grow the most in 2023.

The Top Social Media Platforms of 2023

  • Instagram - Highest ROI, Biggest Growth Opportunities and Second Most-Commonly Used by Marketers
  • Facebook - Next highest ROI, 3rd-Highest Growth Potential, Most Used by Marketers
  • TikTok - Major Potential for Audience Growth, Quickly Gaining Users and Marketing Investments

6. Brands will flock to Instagram for ROI and audience growth.

Instagram is used by 65% of social media marketers, coming in just behind Facebook at 67%.

The good news for Instagram marketers is the platform takes the top spot for ROI, engagement, and biggest potential growth in 2023. 

the social media platform that offers the highest ROI

29% of social media marketers plan to invest the most in Instagram over any other platform and 52% plan to increase their investment in the platform in 2023, while another 39% will keep it the same.

Instagram will grow from first-time users too, with 36% of social media marketers not using it yet planning to try it out in 2023. 

If that isn’t enough, Instagram is the app social media marketers expect to grow the most in 2023, has the most accurate algorithm, and offers brands the best potential to grow their audience.

platforms with the biggest growth opportunities

It’s also important to note that social media apps are transitioning into e-commerce platforms, and Instagram is leading the charge. We’ll take a deep dive the social selling trend later, but part of Instagram’s advantage right now could be due to the fact that it has the most developed in-app selling tools of any platform.

Before moving on to trend #7, let's take a look at a few more social media platforms and see how they stack up against each other.

Facebook will keep growing, but TikTok’s closing in.

Facebook might be the platform used by most social media marketers at 67%, but it takes the #2 spot behind Instagram for engagement and ROI.

most used social media marketing platforms

Facebook will also see significant growth in 2023, with 23% of social media marketers planning to invest more in it than any other platform, and 43% plan to increase their investment in Facebook, while 41% will continue investing the same amount.

platforms that will receive investment

Despite that, social media marketers see Facebook in third behind both Instagram and TikTok when it comes to the platform with the highest potential to grow in 2023. They also think TikTok is a better bet for brands to grow their audience.

TikTok Usage Lags Despite Popularity Among Gen Z, and Growth Potential

With all the hype around TikTok, you’d think social media marketers are flocking to it en masse, but the reality is that just 36% use it. 

That isn’t too surprising as it's one of the newest platforms on the block, but it begs the question of whether marketers are sleeping on a great opportunity.

The key factor is who your marketing efforts target - 73% of Gen Z uses TikTok according to our consumer trends survey . While it's true a higher percentage of Gen Z (85%) use Instagram, TikTok is the platform Gen Z spends the most time on. 

the top platforms used by Gen Z

The social media marketers using TikTok are doubling down on their investment in 2023 - more than marketers on any other platform. 53% of them will increase their investment in marketing on TikTok in 2023 and another 36% will keep investing the same amount. 

how social media marketers will shift investments

20% of social media marketers also think TikTok as a platform has more potential for growth than any other, only behind Instagram at 22%. 1 in 4 also say TikTok offers brands the biggest potential to grow their audience of any platform, once again behind Instagram which takes the top spot.

platforms with the most potential

So will social media marketers finally make the leap to TikTok in 2023? 16% plan to try it for the first time this year, the highest of any platform. If you sell to Gen Z or even Millennials, it's definitely worth a shot!

Want to learn how to get the most ROI from your engaged Instagram audience? Check out this Academy Course on Instagram Advertising .

YouTube Comes in 3rd for Usage & ROI, but Will Continue Growing in 2023

YouTube is the third most popular platform among social media marketers, used by 55% of them. 

14% of them say it offers the highest ROI of any platform they use, and 47% plan to increase their investment in 2023, while another 38% will keep it the same.

YouTube will keep growing in 2023 with 14% of social media marketers planning to invest more in it than any other platform, and 15% planning to try it out for the first time this year.

which platforms will be used for the first time by social media marketers

If you’re thinking of trying out a new social media platform, you might be curious about how to determine which ones are worth the investment. Social media marketers prioritize the potential for lead generation, audience reach, web traffic, and building an active community. 

hubspot-blog-social-media-marketing-report_30

The platform’s audience targeting tools, social selling tools, and algorithm are also key considerations.

Next, let’s take a look at which formats will dominate social media in 2023.

Top Content Types Social Media Marketers Will Lean Into in 2023

7. short-form video continues its takeover.

Get ready to press record, because video is the most popular, highest ROI format when it comes to social media marketing, and it will see the most growth in 2023. 

the most ROI generating content

Short-form video will continue its winning streak as the highest ROI format, with long-form in 2nd place, though it isn’t close. Interviews and podcasts also offer high ROI, with bonus points if they have video to go with them. Live streaming and user-generated content are also highly effective.

Short-form video will see the most growth in 2023 by far, with 33% of social media marketers planning to invest more in it than any other format. 58% of those using it are also planning to increase their investment in 2023, while 32% will keep investing the same amount. 

which content type will see the most investment

Other Top Social Media Content Formats

The top format gaining steam in 2023 is live audio chat rooms, with 23% of social media marketers planning to try it out this year. Interviews and/or podcasts, and VR/AR are also going to see some trial runs as marketers experiment on social media in 2023.

other top social media formats

On the consumer side, short-form video is Gen Z and Millennials’ preferred format to learn about new products. 57% of Gen Z and 42% of Millennials prefer to learn about products and their features through short-form video over any other format. 

Short-form is undeniably the format of the year, but what type of content should you be posting? Let’s take a look.

8. Funny, trendy, and relatable content will stand out.

Social media marketers post content non-stop; 20% post daily, 22% post a few times a day, and 34% do it several times a week. 

But what kind of content are they posting? 45% post content that reflects their brand’s values, followed by relatable (42%), educational (39%), trendy (39%) and funny content (36%).

Of the formats they use, 66% of social media marketers say funny content is the most effective, followed by relatable content (63%) and trendy content (59%).

the most effective types of social media content

But don’t just take their word for it - when it comes to brands posting on social media, 49% of consumers say funny content is the most memorable , followed by relatable content at #2 (36%).  

most memorable content to consumers

Relatable and trendy content also offer social media marketers the biggest ROI, and marketers will invest more in these content types in 2023. Unsurprisingly, this content type will grow significantly in 2023 as 26% of social media marketers plan to give it a try for the first time, the highest of any content type. Among those already using it, 49% plan to increase their investment and 43% keep investing the same amount.

Funny content will see the second-most investment of any content type in 2023 and 21% of social media marketers plan to use it for the first time next year. Among those already making funny content, 50% plan to increase their investment while 41% will keep it the same.

Social Media Challenges

9. creating engaging content..

Each year, one of the top challenges social media marketers face involves creating engaging content. So, it's no surprise that 17% of those we polled said it was their top hurdle. 

And, it makes sense. In social media, content is vital for driving engagement, traffic, and conversions that boost your business. However, social media, its trends, and what people want to see on each platform change daily. It's pretty tough to keep up.

In fact, our survey shows keeping up with these changes is a job in itself. Over 20% of social media marketers search for new or emerging trends every day.

how often are social media marketers researching new trends

10. Re-sharing the same content across platforms won’t fly in 2023. 

Once you do publish a piece of content that's super engaging, you can't just republish it on any other platform these days.

We get why you'd want to repurpose social content - making fresh posts isn't easy, and with the average social media marketer juggling four platforms at once, re-posting is inevitable.

But, like any community, each platform has unique norms, and they don’t look fondly on brands going on blatant cross-posting sprees.

The good news is that you don’t have to make content from scratch. Instead, tailor it to the unique tone, aesthetic, and demographic of each social app.

48% of social media marketers do just that - sharing similar content across platforms with some tweaks. Another 34% make unique content from scratch for each platform, and just 17% continue to share the exact same content across platforms.

how social media marketers repurpose content

10. Turning engagements into leads.

Like all marketers, social media pros are always asking themselves, "How can my work benefit the bigger business?" And, one measurable way to justify business impact is by driving leads or conversions.

Yet, that's still pretty hard. After all, most social media scrollers don't just want to leave their feed to become a lead or a customer and come right back. To win them over, you'll have to create content that energizes them beyond the point of simply commenting or clicking a reaction emoji. That's why we absolutely aren't shocked that 15% of social media marketers list lead generation as one of their top challenges.

Other Social Media Challenges

It's no surprise that the top social media marketing challenges mostly mirror the goals we'll discuss below. Creating engaging content tops the list, followed by reaching your target audience, gaining and keeping followers, and making content that generates leads. 

hubspot-blog-social-media-marketing-report_16

These challenges make sense - our research shows that many marketers are missing key information on their audience, from basic demographic info to the challenges they face and their hobbies. Having that information is key to making relevant, engaging content that resonates with your target audience.

Another set of challenges revolves around keeping up with the latest trends, social platform updates, and finding new ideas.

Social media marketers are laser-focused on their audience in 2023. Connecting with their community is their top goal, and raising brand awareness by growing their audience will also be a priority. 

top social media marketing goals

Despite the rise of in-app social shopping, driving traffic to an external website is still a top goal for social media marketers. But that may change drastically this year as platforms continue developing native shopping tools.

Another top goal is advertising their products or services , along with a focus on improving customers’ understanding of their offering. 

20% of social media marketers also list improving customer service and retention as a key priority for 2023 - especially as consumers get more used to reaching out for customer service over DMs.

The Top Social Media Marketing Metrics

How are social media marketers tracking success? Let’s see what metrics they’re looking at when posting organic and paid content.

primary social media metrics

Unsurprisingly, when posting paid content marketers prioritize web traffic, sales, and leads, while views and engagement are slightly more important for organic content.

As a social media marketer, you likely want to be posting at the best times for peak engagement. So, while we had our social media survey participants, we got their thoughts on the best times to post across social media platforms in the U.S. specifically.

  • Facebook: 9 AM to 12 AM
  • YouTube: 3 PM to 6 PM
  • Instagram: 12 PM to 6 PM
  • TikTok: 3 PM to 9 PM
  • Twitter : 9 AM to 3 PM
  • LinkedIn: 9 AM to 3 PM

For tips on what other times to post or what to post during the times above, check out this social scheduling guide . 

7 Social Media Predictions for 2023

Among those we surveyed:

  • 87% say consumers will search for brands on social media more often than with search engines.
  • 84% say social media will become consumers' preferred channel for customer service.
  • Over 80% say consumers will buy products from brands directly in social media apps more often than from a brand's website/third-party websites.
  • 90% say building an active online community is crucial to a successful social media strategy
  • 88% say most brands will have an active social media community around their brand
  • 87% say most brands will offer customer service through social media.
  • 82% say most brands will sell products directly within social media apps.

What’s Next for Social Media Marketing?

Ultimately, it’s up to you and your company to determine and plan out your future success strategies! But, our data and insights are always here to help. 

To get started in building, refining, or researching more opportunities for your social media strategy:  

  • Take our free social media certification course.
  • Visit our State of Social Media Hub page where you'll find more data, videos, and exclusive expert insights.
  • Download the free report below for saveable PDF with key data and isnights.

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PRESS RELEASES

87% of global businesses see social media as critical as business value expands beyond marketing.

Research reveals social’s value across the organization: 90% for brand building; 71% for community engagement; 61% for lead conversion and sales; 50% for market insights; 47% for client support

VANCOUVER, BC - September 12, 2018 - Hootsuite , the leader in social media management trusted by more than 16 million customers and employees at more than 80% of the Fortune 1000, today released its Social Media Barometer Report , a global survey on the importance and use of social media within small, medium and enterprise organizations across industries.

Examining data from more than 9,000 responses across 19 countries, the annual report found social media to be a critical platform for global businesses to maintain competitive advantage, with social media expected to continue to grow in importance for their businesses and customers, particularly as social media’s use grows beyond marketing to drive value across the organization.

“Our social media barometer report confirms what we’ve been hearing from customers large and small; that social media has become a critical channel for delivering a consistent customer experience across a business,” said Penny Wilson, CMO, Hootsuite. “With social increasingly becoming how customers consume media; conduct research, ask questions and seek recommendations; make purchase decisions, engage with brands for support and show our loyalty, this is not a surprise. More organizations are discovering the value of social media within and beyond marketing, and the resulting direct impact it has on their bottom line.”

Key findings of the research include:

87% agree that social media is important to staying competitive, and 80% report that social media is more important to their business and customers than it was last year.

67% of respondents agree that social media will increasingly contribute to their company’s bottom line, with more than 54% of organizations noting social has moved outside the  marketing team.

90% of organizations are using social to build brand awareness; 77% to manage their brand reputation; 71% for building and managing an engaged community; 61% to increase lead conversions and sales; 50% to gain market and customer insights; 47% for delivering customer service; 35% to attract job applicants; and 22% to identify crisis and manage communications.

Despite the expanded use across the organizations, 58% of respondents still find it difficult to evaluate whether their social media campaigns are working, while 50% struggle with understanding and interpreting social data.

The Social Media Barometer Report was distributed to more than a million social media customers worldwide, sourced from Hootsuite’s database. Respondents must have been responsible for or have oversight into social media strategy and/or execution for their organization. Conducted between February and May of 2018, the report summarizes responses from 9,278 individuals on their organization’s use of social media. The full global report can be found here .

To help CMOs, executives and social leaders with the challenges they face today and in the future, Hootsuite will be hosting its Future of Social events in Toronto, San Francisco, New York, Mexico City, London, Sydney, and Singapore in October and November 2018. The events will be live streamed and then available for replay in early 2019. Details are available here .

Hootsuite has a long history of helping its customers grow their expertise to succeed with social via tools like Hootsuite Academy , an online resource to train and equip practitioners with certified social media skills; Hootsuite Impact , an easy-to-use interface to give organizations a complete view of the ROI for their owned, earned, and paid social initiatives in one dashboard; and Hootsuite Enterprise , a scalable solution to enable your entire organization on social.

More Information: Media Kit: https://hootsuite.com/about/media-kit   Careers: https://hootsuite.com/about/careers

Hootsuite is the most widely used social media management platform, trusted by more than 17 million people and employees at 80% of the Fortune 1000. Hootsuite's unparalleled expertise, customer insights at scale, and collaborative ecosystem, uniquely help people and organizations to succeed with social. To learn more, visit  www.hootsuite.com .

global social media case studies

A Comprehensive Dive Into Social Media Marketing Case Studies

A Comprehensive Dive Into Social Media Marketing Case Studies

Nowadays, social media goes far beyond chatting with friends on Facebook. Where we’re all connected online, it’s more than just a way to keep in touch with friends. Business owners all over the world are finding it to be an extremely useful tool.

Think about how social media has changed over the years. In the beginning, it was all about talking to your buddies online.

But as time passed, it became a big deal for companies too. Now, it’s a key part of integrated marketing campaigns for all sorts of businesses, no matter how big or small. It helps them connect with the people who might want to buy their stuff.

Social media marketing has grown into something really important for people who want to sell stuff. It’s a cool way to talk to potential customers and get them interested in what you’re selling.

To prove how powerful social media can be, we’ve put together some awesome social media case studies about how it has changed everything.

So, let’s know more about it!

Listen To The Podcast Now!

The significance of social media case studies.

social-media-case-studies

Before we delve into the specifics of these social media case studies, it is imperative to underscore the vital role they play in the realm of digital marketing.

A Social media marketing case study serves as tangible, real-world evidence of successful strategies, offering invaluable insights and actionable takeaways applicable to businesses of all sizes.

Case studies are like beacons in the digital marketing world as they provide a clear path forward by showcasing what has worked for others.

These real-life success stories serve as a source of inspiration and guidance, offering a roadmap for businesses looking to harness the power of social media.

The Influence of Social Proof

As inherently social beings, we often find ourselves seeking assurance from the experiences and achievements of others when making decisions.

In the same way, social media case studies provide a compelling form of social proof, instilling confidence in potential clients by demonstrating the viability of specific strategies.

When consumers see concrete evidence of how a particular social media strategy led to success for a business, it not only validates the effectiveness of that strategy but also builds trust.

This trust is a critical element in the decision-making process for consumers, making them more likely to engage with and ultimately support a brand.

Decoding the Science Behind Successful Social Media Marketing

Airbnb’s spectacular ascent.

social-media-case-studies-airbnb

In the annals of business history, Airbnb’s meteoric rise from a struggling startup in 2008 to a global hospitality juggernaut is nothing short of remarkable.

This particular case study on social media serves as a quintessential illustration of how Airbnb harnessed the power of user-generated content and tapped into the emotional resonance of travel to create a viral sensation.

Airbnb’s journey is not just a success story; it’s a masterclass in the art of storytelling through social media.

By encouraging users to share their travel experiences through captivating photos and videos, Airbnb not only engaged its audience but also created a sense of community. This sense of community is a potent driver of brand loyalty and advocacy.

The lesson from these social media case studies is clear: storytelling is at the heart of effective social media marketing. It’s not just about promoting products or services; it’s about crafting narratives that resonate with your audience on a personal level.

Navigating Challenges through the Lens of Social Media Marketing

Mcdonald’s “our food, your questions” campaign.

social-media-case-studies-mcdonalds

Even titans like McDonald’s, one of the world’s most iconic brands, encounter public skepticism. Facing questions about the quality of their food, McDonald’s responded with the “Our Food, Your Questions” campaign.

This insight, among other social media case studies, delves into how the fast-food giant used transparency and active social media engagement to rebuild trust with consumers.

McDonald’s recognized that addressing consumer concerns head-on was not just a PR move but a strategic decision. By openly addressing questions and concerns about their food, they demonstrated transparency and a commitment to quality.

This level of transparency resonated with consumers, fostering a renewed sense of trust.

Well! In the quest for social media success, having the right tools at your disposal is paramount. Socinator offers a comprehensive solution for automating, managing, and optimizing your social media campaigns. With Socinator, you can!

Let’s know how Socinator can help marketers to create a powerful impact on multiple social media platforms in just a few clicks!

Socinator: Your Social Media Partner

socinator

While we’re on the topic of effective social media strategies, it’s essential to mention Socinator—a powerful tool that can enhance your social media marketing efforts.

Socinator is your partner in optimizing and automating social media campaigns across various platforms.

Here is what Socinator offers to its users:

  • You can schedule posts to be published automatically on a specific date, so you don’t have to post them yourself, especially when you’re busy.
  • Socinator offers automation capabilities for a variety of tasks, including commenting, liking, following, unfollowing, following back, and reposting.
  • Additionally, the tool assists you in discovering and extracting hashtags, identifying target audiences, and with the posting of profile pictures.
  • With Socinator, you can efficiently handle numerous accounts, remove posts, block followers, send out broadcast messages, and engage in live chats.

Now, let’s continue exploring more insightful social media case studies that showcase the potential of social media marketing.

Small Enterprises, Monumental Successes

Blendjet’s ingenious instagram-first strategy.

BlendJet, a portable blender company, captured the imagination of Instagram users worldwide with their creative and engaging content.

This social media case study highlights the potential for even modest-sized enterprises to flourish in the digital arena when armed with a well-crafted social media strategy.

BlendJet’s success story underscores the importance of understanding your audience and choosing the right platform for your brand. Instagram, with its visually appealing format, was the perfect canvas for BlendJet’s marketing efforts.

This strategy helped them reach a global audience and fostered a vibrant and engaged community of users.

The Metrics of Social Media Triumph

Hubspot’s data-driven odyssey.

social-media-case-studies-hubspot

HubSpot, a recognized leader in inbound marketing, embarked on their social media journey with data and analytics as their guiding stars.

This particular case study on social media elucidates how HubSpot meticulously employed metrics such as engagement rates, conversion rates, and customer lifetime value to fine-tune and optimize their social media campaigns.

HubSpot’s approach is a testament to the power of data-driven decision-making in social media marketing. In a world flooded with data, it’s crucial for you to know which metrics matter most to your business.

Tracking key performance indicators (KPIs) and analyzing the data can provide invaluable insights into what’s working and what needs improvement.

Also Read 11 Social Media Marketing Ideas for Non-Profit Charity Organization 5 Remarkable Marketing Campaigns for Your Brand Schedule Instagram Posts For Consistent Success

Unveiling Trends and Innovations in Social Media Marketing

Tiktok’s explosive evolution.

social-media-case-studies-tiktok

TikTok, the trailblazing short-form video platform, took the world by storm with its innovative approach to content creation. In this social media case study, we embark on a journey to understand the meteoric rise of  TikTok and contemplate its profound implications for the future of social media marketing.

TikTok’s success is a testament to the power of embracing emerging trends. In an ever-evolving digital landscape, staying ahead of the curve is essential.

TikTok’s emphasis on short, engaging videos tapped into the changing preferences of a younger audience. Businesses that adapt to new platforms and formats can gain a competitive edge in the market.

Extracting Insights from Social Media Case Studies

Key takeaways to supercharge your social media strategy.

After immersing ourselves in the captivating narratives of these social media case studies, it is essential to distill the key insights that can invigorate and enhance your own social media marketing efforts.

From the art of storytelling to the science of data-driven decisions, these case studies offer an abundance of actionable wisdom.

As we wrap up our exploration of these social media case studies, let’s summarize the key takeaways that can elevate your social media strategy:

  • Storytelling Matters: Craft compelling narratives that resonate with your audience.
  • Transparency Builds Trust: To foster trust, it is important to address any concerns in an open and transparent manner.
  • Platform Fit: Choose the right social media platform for your brand and audience.
  • Data-Driven Decisions: Use metrics and analytics to refine your strategies continuously.
  •  Embrace Trends: Stay adaptable and explore emerging trends to remain relevant.

Having a strong online presence is crucial for business success in digital world. Social media case studies are like success stories and guides that can inspire and help you navigate the ever-changing world of social media.

As you embark on your own social media journey, remember that these case studies aren’t just tales of success; they’re like maps showing you the strategies to succeed in the exciting and always-changing world of social media marketing.

Social media is a big, ever-changing place. To do well here, it’s not about luck; it’s about making smart choices, being creative, and staying flexible as trends shift. So, get ready for your social media adventure.

social-media-automation

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SEO Chatter

20 Best Social Media Marketing Case Study Examples

How would you like to read the best social media marketing case studies ever published?

More importantly, how would you like to copy the best practices in social media marketing that are based on real-world examples and not just theory?

Below, you’ll find a list of the top 20 social media case study examples along with the results and key findings. By studying these social media marketing studies and applying the lessons learned on your own accounts, you can hopefully achieve similar results.

Table of Contents

Social Media Case Study Examples

793,500+ impressions for semrush on twitter  – walker sands social media case study.

The case study shows how Walker Sands implemented a premium Twitter microcontent program for Semrush, a global leader in digital marketing software. Semrush needed a strategic social media marketing partner to help distinguish its brand from competitors, drive a higher engagement rate among its target audience, and build brand loyalty. In this case study, you’ll find out how the social strategy focused on three things: using humor, embedding the brand in trending conversations, and focusing on the audience’s interests over marketing messages. The result was an increase of more than 793,500 impressions, 34,800 engagements, and a 4.4% average engagement rate.

Viral Oreo Super Bowl Tweet  – Social Media Case Study

This is a popular case study to learn valuable insights for B2C marketing. During Super Bowl XLVII, the lights went out in the football stadium and the Oreo brand went viral with a single tweet that said “Power out? No problem. You can still dunk in the dark.” Read the historical account of that famous social media marketing moment from the people who lived through it so you can gather ideas on how to be better prepared for future social media campaigns that you can take advantage of in real-time.

Facebook Posting Strategy That Lead to 3X Reach & Engagement  – Buffer Social Media Case Study

In this social media case study example, you’ll find out how Buffer cut its Facebook posting frequency by 50% but increased the average weekly reach and engagement by 3X. Hint: The strategy had to do with creating fewer, better-quality posts, that were aimed at gaining higher engagement.

Achieving a 9 Million Audience by Automating Pinterest SEO  – Social Media Case Study

This is a good social media marketing case study for marketers who use Pinterest. Discover how Chillital went from 0 to 9 million engaged audience members and 268 million impressions. You’ll learn about the step-by-step research process of finding where your audience lives and breathes content, get a detailed analysis of how the author used Pinterest to generate brand awareness, and learn about using community-driven content promotion to scale social media results.

5X Increase In App Installs from TikTok  – Bumble Social Media Case Study

With the use of TikTok on the rise, social media case studies are now being shared about how to get the most value out of marketing on this platform. This one, in particular, is good to read because it explains how Bumble, a dating app, used TikTok more effectively by following the mantra, “Don’t Make Ads, Make TikToks”. This case study in social media marketing resulted in a 5X increase in app installs and a 64% decrease in cost-per-registration.

330% Increase In Reach for the Make a Wish Foundation – Disney Social Media Case Study

Check out this case study to find out how the Make-A-Wish Foundation increased its social media reach, audience, and engagement by partnering with Disney in a Share Your Ears campaign. The strategy was simple: ask people to take a photo of themselves wearing Mickey Mouse ears, post it on social media with the hashtag #ShareYouEars, and a $5 donation would be made to Make-A-Wish. The results were unbelievable with over 1.7 million posted photos and 420 million social media impressions. This led to a 15% audience increase on Facebook and a 13% audience increase on Instagram with a total increase of 330% in social media reach and a 554% increase in engagement during the campaign.

How 3 Schools Used Social Media Advertising to Increase Website Traffic & Applications – Social Media Case Study

This example includes three of the best social media case studies from Finalsite, a marketing agency for educational institutions. It shows the power of social media advertising to increase website traffic and enrollment. One case study, in particular, shows how a limited budget of $350 per month increased website sessions by 515%, more than 2,200 clicks on the apply button for a study abroad application, 2,419 views on the request information page, and 575 views on the application process page.

Client Case Studies – LYFE Marketing Social Media Case Study

LYFE Marketing is a social media management company that helps clients gain new customers, generate sales, and increase brand exposure online. This page includes several of its top social media marketing case studies along with the approach and key results from each campaign. It’s packed with screenshots of the social media posts and engagement metrics so you can understand how each strategy worked for success, and get inspiration for your own campaigns.

3X Leads for a Local Business – Vertex Marketing Social Media Case Study

This is a good case study about finding the right balance between organic reach with social media posts and paid reach with social media marketing ads. You’ll find out how Vertex Marketing helped a local kitchen and bath remodeling business increase the number of leads by 3X. As for the return on investment (ROI) for this campaign, each lead for the client was worth about $10,000. The result was 6,628 audience reach, $12.43 average cost per conversion, and 18 conversions.

235% Increase In Conversions with Facebook Ads Funnel – Marketing 360 Social Media Case Study

This is one of Marketing 360’s case study examples that demonstrates the effectiveness of a Facebook ads sales funnel for B2B marketing. An ads funnel is a series of social media advertisements that target a specific audience at each stage of the buyer’s journey. By mapping out the buyer’s journey and creating a social media marketing ad campaign for each stage, you can guide new leads through the sales funnel and turn them into paying customers. This case study resulted in a 235% increase in conversions for a truck lift manufacturer.

15% Increase In Social Media Followers In 6 Months – Hootsuite Social Media Case Study

This is one of the best social media marketing case studies available online for businesses in the hospitality industry. Find out how Meliá Hotels International incorporated social media directly into its business model, both as a channel for client communication and as a platform to listen and learn about client needs and preferences. As a result, Meliá Hotel’s social media following grew from 5 million to 6 million in six months; an increase of more than 15%.

The Impact of Social Signals On SEO – Fat Stacks Social Media Case Study

This is a good case study for understanding the effect social media can have on SEO. By building links for a web page on social media channels like Facebook, Twitter, Pinterest, LinkedIn, etc, the rankings for long tail keywords improved in Google’s search engine.

96 Link Clicks for a Vacation Rental – Maria Peagler Social Media Case Study

As the title of this social media case study example suggests, you’ll learn how Maria Peagler helped a vacation rental get 96 clicks out of 3,274 audience reach on a single Facebook ad; about a 2.9% click-through rate (CTR). What’s most important about this B2C example is those clicks were of the highest quality the client could receive because Maria dug into the analytics to find out the best time during the day to post the ad and the perfect age groups to target while also using specific language to only drive clicks that would more likely convert.

Vienna Tourist Board Uses an Instagram Wall to Attract Tourists – Walls.io Social Media Case Study

Inside this case study, you’ll find out how the City of Vienna uses a simple social media content aggregator to display its Instagram feed on the website. This basic marketing strategy harnesses the power of user-generated content to gain more followers and keep in touch with previous visitors to increase brand awareness and repeat visits.

Complete Instagram Marketing Strategy for Sixthreezero – Vulpine Interactive Social Media Case Study

This is an in-depth case study on social media marketing with Instagram. You’ll discover how Vulpine Interactive was able to turn an existing, unmanaged account into a strong company asset for Sixthreezero, a bicycling company that uses ecommerce to drive sales. There was a lot of strategy and planning that went into growing the account by 39%, increasing website traffic from Instagram by over 300%, and achieving 77,659 total engagements. Inside, you’ll get the complete social strategy, tactics, key performance indicators (KPIs), and results

Twitter Marketing Success Stories – Social Media Case Study

If you’re looking for social media case study examples for Twitter using both organic and paid ads, then this page has everything you need. It includes Twitter’s top marketing success stories for you to get new ideas for your own B2C and B2B marketing campaigns.

How 3 Big Brands Use Pinterest for Marketing – SmartInsights Social Media Case Study

This is a case study page by SmartInsights with an overview of how 3 big brands use Pinterest for marketing. Although it’s a quick read, you can learn some valuable tactics that Nordstrom, Sephora, and Petplan are using to market their brands on this social media platform.

25+ TikTok Social Campaign Results – Chatdesk Social Media Case Study

If you’re looking for the best social media case studies for TikTok, then this list by Chatdesk is an excellent resource. It includes more than 25 examples from big brands like Starbucks, Redbull, Spikeball, Crocs, Guess Jeans, and Gym Shark. Give it a read to find out exactly how these brands use TikTok effectively to scale their businesses.

Reddit for Business: Meet Your Maker – Social Media Case Study

Want to learn how to use Reddit to market your business online? This new social media marketing case study page by Reddit called “Meet Your Maker” showcases the people behind some of the most innovative and creative brand activations on our platform. Examples include campaigns by Adobe, Capcom, and noosa Yoghurt.

How Boston University Uses Snapchat to Engage with Students – Social Media Case Study

With more than 75% of college students using Snapchat on a daily basis, it became clear that Boston University had to make this platform a primary marketing channel. This social media case study outlines all of the top strategies Boston University uses to connect with prospective and current students.

Now, if you’re looking for more digital marketing ideas, then make sure to check out these other related guides:  SEO case studies with data on improving organic search engine optimization, PPC case studies  for paid search examples, email marketing case studies , affiliate marketing case studies , content marketing case studies , and general digital marketing case studies .

What Is a Social Media Case Study?

A social media case study is an in-depth study of social media marketing in a real-world context. It can focus on one social media tactic or a group of social media strategies to find out what works in social media marketing to promote a product or service.

Are Case Studies Good for Social Media Marketing?

Case studies are good for social media because you can learn about how to do social media marketing in an effective way. Instead of just studying the theory of social media, you can learn from real examples that applied social media marketing methods to achieve success.

Social Media Marketing Case Study Examples: Platform Icons

Summary for Social Media Marketing Case Studies

I hope you enjoyed this list of the best social media marketing case study examples that are based on real-world results and not just theory.

As you discovered, the social media case studies above demonstrated many different ways to perform well on social platforms. By studying the key findings from these case study examples, and applying the methods learned to your own accounts, you can hopefully achieve the same positive outcome. New social media case studies are being published every month and I’ll continue to update this list as they become available. So keep checking back to read the current sources of information on social media.

global social media case studies

Top 3 Stellar Social Media Case Studies to Inspire You

In this blog you will explore 3 captivating social media case studies and their tips for success. Benefit from their strategies, and mistakes to assure success of your next campaign.

Top 3 Stellar Social Media Case Studies to Inspire You

Social media is every marketer’s safe haven for branding and marketing.

And why not?

More than 50% of the population is active on social media, and more are signing up with every passing second.

In a recent poll by Hubspot, 79% of the respondents have made a purchase after seeing a paid advertisement on social media .

This isn’t just a happenstance.

It’s the constant efforts that these brands put behind their dynamic presence on social media, that counts.

But how do they captivate their customers’ attention for this long despite the budding competitors?

Well, that’s something that we’ll reveal in this blog.

We shall assess 3 different social media case studies. All of them are best in their niches. Their game is simple yet effective.

How effective? Let’s take a look.

Social Media Case Study 1: Starbucks

Starbucks and social media are a match made in heaven. Being one of the sensational brands online, they are stirring the social media world with their strong presence.

They brew the right content to elevate the experiences of their coffee lovers. But how do they nail marketing with perfection every single time? Let’s find out.

Starbucks in Numbers

Starbucks mastered the advertising transition from offline fame to online undertaking. They use each social media with a varied goal to target pitch-perfect reach. Drawing in more customers than ever before, they strike the right balance in content across multiple platforms.

Starbucks

Key Takeaways

Though not every company has a Starbucks budget to promote and spend lavishly on social media marketing, here are some quick takeaways that will undoubtedly help.

1. Chasing Trends

Be it any event, brands must take the advantage to showcase their viewpoints and opinions. Successful brands like Starbucks jump into the bandwagon and leave no stone unturned to make their voice count in the trending list.

Here’s one such social media campaign example from Starbucks.

Chasing

Starbucks is a firm believer in LGBTQ+ rights. When the pride wave surged, Starbucks came forward and reinstated its belief through the #ExtraShotOfPride campaign.

Starbucks joined hands with the Born This Way Foundation to raise $250K to support the LGBTQ+ community. Throughout the social media campaign, they shared quotes and stories of various Starbucks employees cherishing the pride spirit.

2. Less is More

Social media is not about quantity but quality. Starbucks follows the “less is more” principle to maintain the quality standards, even in the caption. Spamming followers’ feeds with constant posting is a big no-no. Starbucks shares 5-6 posts per week on Instagram and 3-4 weekly posts on Facebook .

Starbucks follows

Creative and crisp! That’s what defines a Starbucks caption. This post with 111+k likes is no exception. Nothing is better than a minimalist post with a strong caption.

3. User Generated Content is the King

Ditch the worry of creating content every day when you can make use of user generated content. Starbucks makes sure to retweet or post its loyal customers’ content. User generated content postings starkly improve brand credibility.

Generated Content

Look at this Facebook post made out of customers’ tweets. The new Oatmilk drink got the appreciation shower by some, and Starbucks couldn’t resist but share it with others. It saved them efforts on content brainstorming, plus they got free PR.

4. Building Rapport

Building rapport with the audience is an unsaid rule to brand fame. Social media has now taken the onus of dispensing quality service by aiding brands in prompting faster replies .

Building rapport

Starbucks is always on its toe to respond to customers actively solving concerns, expressing gratitude, or reposting. That kind of proactive service definitely deserves love and adoration.

5. Loads of campaigns

Starbucks is known for its innovative social media campaigns. Be it a new product launch or any festivity around the corner, Starbucks always turns up with a rewarding campaign.

Loads of campaign

In this social media campaign example, Starbucks introduced #RedCupContest with prizes worth $4500 during Christmas of 2016. A new entry came every 14 seconds.

The grand total of entries was a whopping 40,000 in just two days. Indeed Starbucks knows how to get the most out of the festive fever.

6. Content mix

Last but not least, the content mix of Starbucks is inspiring. They create tailored content for every platform.

Starbucks youtube channel

The official youtube channel of Starbucks comprises content in varied hues. From recipes to even series, Starbucks is the ultimate pioneer of experimenting.

Starbucks Instagram

Even on Instagram, they use all the features like Guides, Reels, and IGTV without affecting their eye-popping feed. Starbucks also follows the design consistency for its aesthetic content mix.

Starbucks has proved time and again to be a customer-centric brand with their unrelenting efforts.

Social Media Case Study 2: Ogilvy & Mather

Ogilvy & Mather needs no introduction. Founded by David Ogilvy, the ‘Father of Advertising’ in 1948, the agency continues the legacy of revolutionizing marketing long before the advent of social media.

The iconic agency helps several Fortune 500 companies and more make a massive impact on their audiences worldwide.

Ogilvy & Mather knows its game too well and never fails to astonish. Not just high-profile clients, Ogilvy nails its marketing with perfection every single time.

Keep on reading.

Ogilvy & Mather in Numbers

They use social media to target pitch-perfect reach. Drawing in more hype than ever before, they know how to strike the right balance and bring out emotions with their heart-warming campaigns.

Ogilvy

Not every company has David Ogilvy’s legacy or even affluent clients to boast of, but here are some quick takeaways that will undoubtedly help you become a pro marketer.

1. Integrating Values

Ogilvy stands apart from the crowd, creating trends. They leave no stone unturned to communicate values.

Ogilvy

Proud Whopper is one such social media campaign by Ogilvy that was an instant hit on the internet. People were offered whoppers in rainbow-colored wrappers, with a note that said, “Everyone’s the same on the inside.” This was to reinstate the importance of LGTQ+ rights.

The campaign got 1.1 billion impressions, $21 million of earned media, 450,000 blog mentions, 7 million views, and became the #1 trending topic on Facebook and Twitter.

Ogilvy made a remarkable #Tbt video to honor this momentous event showcasing their supremacy in creating impactful campaigns.

2. Quality over Quantity

Ogilvy believes in the “ Quality supremacy ” to maintain their high standards, even in post captions.

Arbitrary posting isn’t a part of their agenda. They share 5-7 posts on Instagram and Facebook weekly.

Quality over Quantity

Direct and very precise. That’s what defines an Ogilvy caption. This post is no exception. They have exhibited the success of their client work by describing the motive behind the campaign and sharing the ad they created for raising awareness.

3. Adding Credibility

Won awards? It’s time to boast! Because that’s the most authentic way of establishing trust among your clients. It bears proof of your excellence.

Adding Credibility

Look at this pinned Twitter post. Ogilvy won the Global Network of the Year by the very prestigious London International Awards. It also earned Regional Network of the year for Europe, the Middle East, Asia, and Europe.

What better than this to give its audience an idea about Ogilvy’s roaring success and undoubted potential?

4. Being Innovative

Building rapport with the audience is an unsaid rule to brand fame. And that’s why you need to tell stories. Social media has become an indispensable medium to spread your stories far and wide.

Being Innovative

Ogilvy shares its historical tale of existence and how it has adapted to the challenges of the changing world. The team extensively talks about their adaptation to the latest trends to stay on top always.

5. Brainstorming Uniqueness

Being unique is what propels you on social media. People are always looking for brands that do something different from the herd. So your task each day is undeniably brainstorming unique content.

Brainstorming Uniqueness

KFC wanted more of its customers to use its app. Well, Ogilvy and KFC decided to hide a secret menu in the app, which was a mass invitation for the download without being salesy at all. Results? Downloads up by 111% at launch!

6. Inspire Your Peeps

Inspiration is everywhere. But how do you channelize and mold it as per your brand guidelines? The renowned brands move their audience, filling them with a sense of realization. Who doesn’t seek validation? We all need quotes and inspiration to live by.

Inspire Your Peeps

Ogilvy has dedicated its entire Pinterest profile to inspiration. The profile has numerous insightful infographics that encourage you to pursue marketing when your spirits run low. And that’s how it brings out the very essence of being the marketing leader: by inspiring its followers.

Got some good ideas for your branding? We have created templates and tools to help you execute them hassle-free. Tread on further and download the Trending Hashtag Kit for 2024 to get into action.

Social Media Case Study 3: PewDiePie

YouTube king with 111 Million subscribers on PewDiePie Channel, Felix Arvid Ulf Kjellberg, has defied all norms. One of the most prolific content creators of the decade, Felix was on the list of World’s 100 Most Influential People by Time Magazine in 2016.

Needless to say, he is still relevant to this day and has a massive following on social media. Not just for branding, the Swedish YouTuber leveraged social media to give himself a new identity and opened doors to fame and a successful career.

What was the cause of this extraordinary trajectory?

Let’s find out.

PewDiePie in Numbers

PewDiePie likes to keep his social media raw and unfiltered. That’s why subscribers love to have a glimpse of his everyday life and follow him on other social media platforms as well. Here’s a quick snapshot of that.

PewDiePie

Felix took the early bird advantage and started creating content when it wasn’t even popular practice. We can’t go back in time, but we can definitely learn a lot from his social media success.

1. Start Now

If you are still skeptical about making the first move, then don’t. Stop waiting and experiment. It’s better late than never.

Social media is in favor of those who start early because then you create surplus content to hold your audience . You quench their thirst for more quality content.

PewDiePie started creating videos

PewDiePie started creating videos in 2011 and live-streamed his gaming sessions with commentaries. It was something new and completely original. Ever since, he has continued to make thousands of videos that entertain his audience.

2. Gather Your Tribe

Being a content creator, PewDiePie knows his act of engaging his audience very well. He strives to build lasting connections and encourages two-way communication. As a result, his followers like to jump onto his exciting challenges.

gaming community

Felix treasures his gaming community. He frequently asks his followers to take screenshots and turn them into funny memes . He gives them tasks to keep them engaged and amused .

3. Collaboration and Fundraising

Once you reach the stage and gain popularity, people want to see more of you with their favorite personalities. That’s what Felix does.

He collaborates with multiple YouTubers and brands and puts out exclusive content for his followers. He also goes for multiple fundraising campaigns to support vital causes and social wellbeing.

social media campaign

Here’s one such social media campaign example. PewDiePie supported the CRY foundation and raised $239000 in just one day to bring a positive impact for children in India. He thanked all for their contribution and taking active participation towards a noble cause.

4. Keep it Real

Felix likes to keep his content fluff-free. You get to witness raw emotions from an unfiltered life. This instantly appeals to the audience and makes the posts more relatable .

Apart from that, he also uses storytelling techniques to narrate his experiences, adding a very personalized touch to each of the videos.

PewDiePie

Here’s a video of Felix where he and Ken from CinnamonToastKen discuss what can be possibly done with a million dollars around the world. The topic is quite intriguing.

More than 3.8M people have watched it and 216K of them liked it as well, proving that you need not always sweat to create complex content. Even the simplest ones can make the cut.

Social media campaigns are winning hearts on every platform. However, their success rates largely depend on your year-round presence. That’s why being consistent really does the trick.

We’re sure, you must have learned a few things from the above mentioned social media case studies .

To excel further at your social media marketing, use our FREE Trending Hashtag Kit and fill your calendar with everyday content ideas.

On downloading, you get 3000+ hashtags based on each day’s theme or occasion. You also get editable design templates for a hassle-free social media posting.

What are you waiting for? Download now.

Frequently Asked Questions

🌟 How do I start a social media campaign idea?

Here’s how you can start a social media campaign:

  • Finalize your campaign goals
  • Brainstorm personas
  • Pick a social media channel
  • Research your competitors and audience
  • Finalize an idea that’s in trend
  • Promote the campaign
  • Start the campaign
  • Track the performance

🌟 What are the different types of social media campaigns?

Different types of social media campaigns are:

  • Influencer Campaigns
  • Hashtag Challenges

🌟 Why is social media campaign important?

Social media campaigns have various benefits:

  • Boost traffic
  • Better Conversions
  • Cost-effective Marketing
  • Lead Generation
  • PR & Branding
  • Loyal Followers

🌟 What are some of the best social media campaign tools?

Some of the best social media campaign tools are:

  • SocialPilot

🌟 What are the top social media sites?

The top social media sites are:

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Communication case studies, edited by alexander v. laskin - contributions by kathryn e. anthony; francisco cabezuelo-lorenzo; joe cruz; karen freberg; erin e. gilles; gregor halff; heather j. hether; alexander v. laskin; anna a. laskin; matias lievonen; ismael lopez medel; vilma l. luoma-aho; evgeniya d. malenova; swateja nimkar; joshua d. phillips; john j. powers; alane l. presswood; karen c. theveny; mia virolainen; kevin y. wang and amanda j. weed, also available.

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5 outstanding social media marketing case studies

Do you read social media marketing case studies for inspiration? It’s always a good idea to benchmark against your competitors or pinch ideas from them, but it’s also worth looking at success stories from the biggest brands out there. You might not have their budget, but you can always gain inspiration from their campaigns.

Here are five of the best brands on social and what I think you can learn from them:

1.Mercedes Benz – Repeated, successful social media marketing campaigns

Mercedes Benz seem to win every time with their social media campaigns.  The one that stands out to me was back in 2013 when they created what I still believe to be one of the best Instagram marketing campaigns to date. Mercedes wanted to reach out to the younger audience so they hired five top Instagram photographers to each take the wheel of a new Mercedes CLA. Whoever got the most likes got to keep the car – so they all really worked at it!

By the end of the campaign, Mercedes has received:

  • 87,000,000 organic Instagram impressions
  • 2,000,000 Instagram likes
  • 150 new marketing assets (stunning photos)

What lessons can you learn from this? Could you put your followers up for a challenge and make it into a competition or campaign?

  • Can you do a competition that gets people trying out your product first?
  • Think about your target audience. What is a prize they would value?
  • Like Mercedes you could recruit bloggers/influencers via social media and get them blogging about your service or product. Whoever receives the most engagement wins .

2. Dove – Connecting with their target audience

Is it just me or do all the Dove marketing campaigns make you cry? If you’ve seen their Real Beauty sketches campaign, you’ll know what I’m talking about. Dove’s goal is to make women feel good about themselves. They know their target market and create content that tells a story that women can relate to.

Today I am… pic.twitter.com/VoAf2wRdwa — Dove UK & Ireland (@DoveUK) February 19, 2016

Dove did some research and found that 80 percent of women came across negative chatter on social media. Dove’s goal was to change that and make social media a more positive experience. As a result, Dove teamed up with Twitter and built a tool to launch the #SpeakBeautiful Effect, that breaks down which body- related words people use the most and when negative chatter appears during the day.

According to Dove, women were inspired by their message.

  • #SpeakBeautiful was used more than 168,000 times
  • Drove 800 million social media impressions of the campaign

Dove know their audience. Knowing your audience is the only way you will engage with them. The best way for this is creating personas. Knowing what life stage they are in, if they’re employed, what their interests are etc. will certainly help you when creating content. Then think about linking your audience to your brand values in order to create something just as successful as Dove’s campaign.

3. Nutella – Incredible content that makes you salivate

Each post makes you want to eat Nutella. There are a lot of people (including me) who take photos of their food before they eat it. Nutella does the same and it works. Nutella isn’t afraid to be fun and creative with different ingredients. Nutella is just a chocolate spread yet they manage to have fun with it. Do you, or could you, have a bit more fun with your brand?

Here are some ideas for having fun with your brand:

  • Are you on different social media channels? If you’re B2B you might not think that Instagram is for you, but it can be a great way to demonstrate your brand values by telling a story. Fedex is a great example of this, showing images of their trucks always on the move. This tells a story that they are always delivering and that is the key message we take away.
  • Key influencers/bloggers can be a great way to  different types of content and to see how they have fun with your brand (if this is new to you, read our post on the rise of the social media influencer ).
  • Instead of posting behind-the-scenes photos at your head office, can you encourage your followers to share their experiences with your brand? Maybe host an event or go out and meet them.
Take your #breakfast bread pudding to the next level with #Nutella ! 😉 pic.twitter.com/k0ko5Nm9iX — Nutella (@NutellaGlobal) May 5, 2016

4. Oreo – Smart content planning and timely delivery

Oreo is another brand that is known for their creative social media marketing. They must have a big design team to produce their content, but it works! They are consistent with their branding and manage to catch onto real time events. We all remember when the lights went out at the Super Bowl and during the half hour blackout Oreo tweeted out:

Power out? No problem. pic.twitter.com/dnQ7pOgC — OREO Cookie (@Oreo) February 4, 2013

This was retweeted over 15,000 times.  Are you thinking outside the box about your brand? Plan ahead for events coming up that you might be able to jump on to.

Do you plan your social media content out? If you’re in B2B and don’t currently create content read here for some B2B content marketing tips to help you get started, or check out our B2B marketing strategy tips ebook for 2021.

It’s always a good idea to prepare content ahead of time. If you can schedule content on a monthly basis – perfect, but if not bi-weekly is great. That way you can check what events are coming up and plan content around them. This gives you time for any ad hoc creative to be done, such as jumping on real-time events like the Oreo blackout example above.

5. Airbnb – Stunning imagery and UGC

What might look like a visual travel blog,  Airbnb ’ s content attracts fans with their visually compelling posts. On Instagram, they post user-generated photos from its hosts and guests. The content embraces their new campaign of ‘Don’t just go there, Live there’ which is captured through real photography. Each post receives high engagement, between 3,000 and 14,000 Instagram likes.

Airbnb social media case study

This is a great example of thinking slightly outside the box. Airbnb is all about accommodation. They don’t just post images of the inside of people’s homes. Seeing the culture and images of places all over the world comes with the experience of where you stay and that’s what connects with people. Think about your brand: are you just posting about the product/ service itself? Why not tell your followers a story instead?

Thanks for reading. I hope by reading these five social media marketing case studies it has spiked some inspiration! If you need any help with your social media advertising , influencer marketing , or other aspects of your social media strategy, feel free to contact us .

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Top 5 Social Media Case Study Templates with Examples and Samples

Top 5 Social Media Case Study Templates with Examples and Samples

Abhishek Tuteja

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In the bustling digital cosmos, where fortunes are forged and brands rise like constellations, social media stands as the celestial stage for modern success stories. Harnessing the mercurial power of this boundless realm demands a masterful blend of artistry and data-driven strategy. Enter the world of social media case study PPT templates—the alchemical blueprint behind groundbreaking campaigns.

Picture this: A small artisanal chocolate company, nestled in a quaint corner of a bustling city, dared to dream beyond its brick-and-mortar confines. By harnessing the potential of the best social media presentations, they transcended geographical barriers and reached chocolate connoisseurs across the globe. Their mouthwatering visuals and tantalizing tales of cocoa craftsmanship set hearts aflutter, igniting a frenzy of shares and retweets that skyrocketed their humble brand into a worldwide sensation.

Needless to say, the power of a captivating presentation cannot be underestimated. A well-crafted case study PPT (PowerPoint) template serves as the storyteller's canvas—a medium that elevates a mundane marketing report into a captivating saga of triumph.

With 4.48 billion global social media users awaiting your company’s narrative, embark on a voyage of discovery with us in this piece of writing. 

Join us as we unlock the vault of the 5 best social media case studies PPT templates, empowering you to shape your odyssey of digital conquest.

Template 1- Business Case Study Summary on Social Media Marketing Template

Presenting our content-ready template designed to provide an alluring backdrop for any subject matter. Elevate your presentations and exude an air of professionalism, making you appear as a seasoned presentation virtuoso. Within this set of slides, you will find a comprehensive exploration of crucial topics, including the well-thought-out Approach, invaluable Recommendations, and prevailing Challenges faced in the realm of social media marketing. Instilled with versatility, this PowerPoint presentation is readily available for instant download, ensuring the utmost convenience and efficiency in customization, tailored to your specific needs.

Are you ready to seize the opportunity to impress and captivate with this remarkable PowerPoint template? Download now!

Business Case Study Summary on Social Media Marketing

Download this template here

Template 2- Social Media Business Case Study Template

Here is another captivating and highly effective template to help you outline actionable strategies for your company. This well-crafted template strikes the perfect balance between clarity and concise expression, providing an explicit and visually engaging showcase for your transportation marketing case study. Tailored for entrepreneurs seeking to articulate their objectives to their esteemed employees, this professionally designed transportation marketing PPT one-pager acts as a guiding compass, enabling you to demonstrate the best value delivery to your cherished customers. You can illustrate crucial campaign details, celebrity branding metrics, target market insights, and the campaign's resounding success, exemplified by the desired percentage numbers. Incorporating essential testing content and transcending the boundaries of mobile optimization to also encompass desktop, this PPT template empowers you to deliver a gripping presentation that will undoubtedly captivate your audience's attention. Download this template now and make your mark in the world of transportation marketing.

Social Media Business Case Study Single Pager

Download here

Template 3- Case Study for Social Media Marketing Proposal Template

Introducing this premium PPT slide - a powerful and professionally designed presentation that is sure to leave a lasting impact on your audience. With a seamless one-stage process, this template covers critical aspects such as Technology, Communication, Planning, Strategy, and Marketing, all meticulously laid out to convey your proposal with utmost clarity and precision. This ready to use PowerPoint presentation offers unparalleled flexibility, empowering you to customize every element to match your unique requirements. Further, you can embrace creativity by replacing or removing icons, tailoring each slide to perfectly align with your message - a vast collection of icons awaits you to select the most fitting ones. Download this masterpiece now to captivate your audience and make a remarkable impression. Leave no room for mediocrity; instead, impress your stakeholders and win hearts with this actionable PowerPoint slide.

Case Study for Social Media Marketing Proposal

Template 4- Bi-fold Social Media Business Case Study Template 

Showcasing this remarkable PPT template to help you discover how successful brands strategize, engage, and convert their audience effectively. Dive into real-world examples, gaining valuable insights into content creation, posting schedules, and audience targeting using this PowerPoint slide. Uncover the secrets behind viral campaigns, follower growth, and brand loyalty. Whether you're a seasoned marketer or a budding entrepreneur, this template empowers you to fine-tune your social media approach and stay ahead of the competition. Elevate your digital presence, boost your ROI, and harness the full impact of social media through data-driven analysis and actionable takeaways provided in this invaluable resource.

Social Media Business Case Study Bifold Template

Download the PPT Template here

Template 5- Case Study for Celebrity Template

Last, but not least, leverage the power of social media for celebrity branding with our specialized case study template. Gain exclusive access to real-world examples of successful collaborations between influencers and celebrities, exploring how they authentically connect with their audience and amplify brand reach. Uncover the strategies behind engaging content, influencer partnerships, and audience segmentation that elevate a celebrity's digital presence. This template offers in-depth analysis of campaigns that have driven massive follower growth, increased brand loyalty, and boosted product endorsements. Whether you're a brand looking to partner with a celebrity or a public figure aiming to optimize your social media impact, this template is your ultimate guide to effective celebrity branding.

Case study for celebrity branding on social media

Time to Elevate Your Presentation Game

Armed with the best social media case study PPT templates, your presentations are bound to transcend the norms of ordinary storytelling and ascend to captivating visual journeys that leave an indelible mark on your audience. Download any or all of these templates and harness the power of creativity and customization.

Step into the spotlight of presentation excellence and ignite curiosity, leaving your viewers yearning for more. The stage is set, and the templates await - unleash your creativity and captivate the world with the best social media case study PPT templates.

And if you are looking to rule the digital realm, then you may check out our comprehensive guide of 10 Best Digital Marketing Templates . These will help you elevate your online presence for sure.

For managers and entrepreneurs, we have resources that will help you cast away the work ethics myths and lead you toward enlightenment. Do take a look at our well-crafted list of Must-Have Corporate Ethics Case Study Examples with Templates and Samples .

FAQs on Social Media Case Study

What is a social media case study.

A social media case study is an in-depth analysis of a real-world social media marketing campaign or branding effort. It examines how brands, influencers, or individuals leveraged platforms to achieve specific objectives. These studies showcase strategies, challenges faced, and outcomes, encompassing goals, target audience, content, influencers, metrics, and impact on brand awareness, acquisition, and conversion rates. Valuable resources for marketers and businesses seeking social media optimization, case studies provide insights into effective tactics and best practices. By learning from successful campaigns, individuals can glean valuable knowledge to enhance their own social media endeavors and capitalize on the power of these platforms.

How do you introduce a case study on social media?

Introducing a case study on social media involves setting the stage, providing context, and outlining the purpose and objectives of the study. Here's a step-by-step guide on how to do it effectively:

  • Start with a compelling title : Begin by giving your case study a clear and attention-grabbing title that highlights the key focus of the study.
  • Provide a brief overview : In a few sentences, introduce the subject of the case study, whether it's brand, company, influencer, or celebrity involved in a social media campaign.
  • State the objectives : Clearly outline the goals and objectives of the case study. What specific aspects of social media marketing or branding are being analyzed?
  • Explain the importance : Highlight why this particular case study is relevant and significant in the context of social media marketing, industry trends, or specific challenges faced.
  • Set the context : Briefly explain the background of the subject and the social media platforms they use. Mention any notable achievements or challenges they have encountered in their social media journey.
  • Mention the methodology : Provide a brief overview of the research methodology used in the case study. This may include data sources, analysis tools, and any primary research conducted.
  • Tease the results : Give a glimpse of the key findings or outcomes of the case study to generate interest and keep readers engaged.
  • Discuss the structure : Briefly outline the sections or key areas covered in the case study, such as campaign strategies, content creation, influencer partnerships, etc.
  • Emphasize actionable insights : Mention that the case study will offer valuable insights and actionable takeaways that can be applied to other social media strategies.
  • Conclude with an invitation : Encourage readers to dive into the case study to learn more and explore the successful social media tactics employed by the subject.

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How to Write a Social Media Case Study: A Handy Template for Agencies

global social media case studies

When you’re talking to prospective clients during the sales process, they may want to see proof that you can achieve the results you’re promising them. So why not show them an example of your past achievements?

A social media marketing case study that’s full of persuasive data and client quotes is the perfect way to demonstrate the success customers can expect if they enlist your services.

Though it may take some time to produce, a well-put-together case study is worth the effort. In this article, we’ll explain how to create a social media success story, with some key things to include. And to help you get started, we’ll provide you with an example based on one of our own case studies.

Using quintly, you can automate the whole process of social media data collection , and use the data you’ve collected to create compelling marketing reports and case studies. Learn more about how to collect and analyze your clients’ social media data in a single platform.

What is a social media case study?

A social media case study is an in-depth exploration of one of your biggest client success stories. It describes how you helped them solve their problems and reach their goals.

Often, case studies focus on a specific campaign designed to achieve a certain result. Perhaps your clients wanted to improve ROI on social media by 20%. Or, maybe they were struggling to make an impact on Facebook and looking to improve performance on that channel.

The case study should be based on conversations with your clients and include lots of quotes from them throughout. It should also include evidence and data to back up the claims.

You can publish case studies on your company’s website or blog, and share them with leads as part of your sales funnel.

How to write a social media success story

A customer success story must be relatable, persuasive, and interesting enough to make sure that prospective leads will actually read it. Every marketing case study is different and will follow your client’s unique business and story. While there’s no one-size fits-all approach, there are some elements we think are important to include. If you’re not sure where to begin, here’s a few ideas to get you started.

1. Reach out to your client

First, you need to ask the right clients to participate in your case study. Choose a company that came to you with a specific problem or goal, and with your help has been able to overcome challenges and achieve great results.

Ideally, the featured business should be similar to the ideal clients you are hoping to attract , so that potential clients can relate to their problems and desires.

You’ll need to reach out and make sure they’re happy for you to feature them in the case study, and don’t mind investing some of their time. It may take a while for all the decision-makers to agree and sign off on the project, so allow plenty of time for this process. Once you have their agreement, you can start preparing to interview them.

2. Conduct an interview for your case study

The client interview is one of the most important steps because their feedback will become the backbone of the case study. 

You could send your client over a list of questions and ask them to respond by email. However, it’s better to set up a conversation with one or two representatives from the company , either by phone or video call, so you can have a more natural conversation and get deeper insights.

It’s important that you don’t go into a client interview cold. Being prepared means doing your research so that you won’t waste your or your client’s time.

Before the call, send over your questions so that they can start thinking about their answers. You should also request any assets or information you might need for the case study, such as the company logo and images you’ll want to use.

Ask lots of open-ended questions that elicit detailed responses. Try to cover every angle so you won’t have to go back and forth later for further clarification.

Here are a few example questions:

  • Why does social media matter for your brand?
  • What were your biggest challenges regarding social media marketing?
  • How have our services helped you overcome those challenges?
  • What’s changed in your social media and marketing strategy since we began working together?

Check that it’s ok to record the call so you can focus on the conversation and not have to worry about taking notes. A transcription software such as Otter.ai (available with a free plan) can help you record audio and transcribe it.

3. Compile data from social media analytics

Along with customer quotes, backing up your good work with social media data will go a long way. 

When it comes to persuading new clients that you’ve got what it takes to help them overcome their challenges and reach their objectives, there’s nothing more convincing than hard data.

It shows that your past campaigns have objectively performed well, and you’re not just interpreting your results as positive. And, it builds trust with prospective customers because it shows that you’re committed to tracking your own progress and keeping yourself accountable. 

Graphs and screenshots also help to make your case study more engaging. You can use them to break up big chunks of text with visuals.

Select the most eye-catching and impressive metrics to include in your case study. If you are using a social media platform such as quintly, you can take screenshots from your dashboards to illustrate the points you’re talking about.

You can include some data comparing your client’s performance with their competitors. 

For example, the graph below shows that even though Barcelona FC and Real Madrid shared roughly the same number of posts on Facebook in the selected period, the Catalan football club had a higher Interaction Rate than its rival:

01 social media case study - facebook own posts and interaction rate graph

You can also contrast the client’s current numbers against past results to show the improvement. 

For example, the following graphs show a month-to-month increase in FC Barcelona’s Interaction Rate on Instagram. 

02 social media case study - instagram interaction rate by post type graph october

Retrieving high-quality data and presenting it in an easy-to-understand format is essential for creating an effective case study. And, it can shape the way your case study is going to look, depending on what specific data points you decide to focus on. So make sure you have all the necessary metrics and dashboards set up before you begin writing your content. 

4. Write your case study

When you’ve got your client’s responses to your questions and you’ve picked out some key data points to include, it’s time to focus on the content of your case study.

To write an engaging case study, you must first grab the reader’s attention with a great headline that’s brief and clear. It can also mention the company name and a specific result they achieved.

Your headline could be something like: “Company A achieves X% increase in social media conversions with help from Y campaign”.

As a subheading, summarize the contents of the case study in a single sentence so that even those who don’t read the full article will get an idea of what you achieved.

Format your case study as a story with your customer  as the protagonist. This can help to grab the reader’s attention and take them on a journey with you.

When telling the story, remember to: 

  • Describe where they began – the problems they were facing and the goals they wanted to achieve.
  • Explain what tactics you used to help them, and why you decided on this strategy.
  • Talk about how these tactics began to improve their results and bring them closer to hitting their social media KPIs and increasing ROI.
  • Keep the focus on your customer , using their own words to describe the situation.

Style and formatting matter . Your case study should be informative yet easy-to-read. So use conversational language and make sure the tone of voice is in keeping with your brand and appealing to your target customer.

Bullet points, short paragraphs, and images are good to break up the text. Make sure quotes and impressive statistics stand out, and cut down unnecessary words from quotes to keep them on-topic.

agency_ebook_banner

Case study example

At quintly, we use case studies to highlight the outstanding results that our customers have achieved. 

For inspiration, you can read our social media case study on Benefit Cosmetics and how they increased their engagement by 50% using our platform.

Let’s go through this case study step by step so you can use it for creating your own.

1. Write a headline and a summary

The headline must attract people’s attention straight away. We did this by mentioning the company name, and a specific result achieved: 50% increase in engagement.

We’ve then summarized the case study in one sentence providing a key takeaway of what our client was able to achieve.

04 social media case study - benefit cosmetics

2. Provide background on the company

Who is your client? What do they do, and who is their target customer? Giving some background on your client will help readers relate to them.

Here, you can see that we provide some basic stats relating to the company and what the brand believes in.

05 social media case study - benefit cosmetics - background

3. Highlight key results

Select a few of your most impressive metrics and make them stand out. We’ve chosen three metrics here that clearly demonstrate the success of our campaign.

06 social media case study - benefit cosmetics - key results

4. Describe the problem or challenge

What wasn’t working well for your client before they contracted your services?

In our case study, we used quotes from Toto Haba, Senior Vice President of Global Digital at Benefit to highlight the critical need for the company to produce great content and engage its audience through social channels.

We explained the problems they were facing, and how using quintly helped them overcome them.

07 social media case study - benefit cosmetics - the challenge

In your case, it could be that your clients don’t have enough expertise in data tracking to effectively analyze their social media campaigns and create new strategies.

There may be various ways in which you've helped your client get better results, so don’t be afraid to talk about them here, using direct quotes as much as possible.

5. Conclusion

You can close your report by summarizing once again the benefit that your clients has achieved. 

Or, you can use another quote from your client’s team, as we have done in our case study:

08 social media case study - benefit cosmetics - concluding quote

Collect and track data for your success stories

Collecting and analyzing data for case studies doesn’t have to be a hassle.

With quintly, you can automate the whole process and access a wealth of high-quality metrics and dashboards. 

Our tailor-made analytics solution for agencies can help you get amazing results for your clients on social media and have everything you need to put together your client testimonials. 

So start automating your social media analytics now!

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Vivien magyar, 7 tips for using social media reporting data to tell a story to your client, how to build an engaged audience on tiktok.

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How to write a social media case study (with template)

Written by by Jenn Chen

Published on  October 10, 2019

Reading time  8 minutes

You’ve got a good number of social media clients under your belt and you feel fairly confident in your own service or product content marketing strategy. To attract new clients, you’ll tell them how you’ve tripled someone else’s engagement rates but how do they know this is true? Enter the case study.

Social media case studies are often used as part of a sales funnel: the potential client sees themselves in the case study and signs up because they want the same or better results. At Sprout, we use this strategy with our own case studies highlighting our customer’s successes.

Writing and publishing case studies is time intensive but straight forward. This guide will walk through how to create a social media case study for your business and highlight some examples.

What is a social media case study?

A case study is basically a long testimonial or review. Case studies commonly highlight what a business has achieved by using a social media service or strategy, and they illustrate how your company’s offerings help clients in a specific situation. Some case studies are written just to examine how a problem was solved or performance was improved from a general perspective. For this guide, we’ll be examining case studies that are focused on highlighting a company’s own products and services.

Case studies come in all content formats: long-form article, downloadable PDF, video and infographic. A single case study can be recycled into different formats as long as the information is still relevant.

At their core, case studies serve to inform a current or potential customer about a real-life scenario where your service or product was applied. There’s often a set date range for the campaign and accompanying, real-life statistics. The idea is to help the reader get a clearer understanding of how to use your product and why it could help.

Broad selling points like “our service will cut down your response time” are nice but a sentence like “After three months of using the software for responses, the company decreased their response time by 52%” works even better. It’s no longer a dream that you’ll help them decrease the response time because you already have with another company.

So now that you understand what a case study is, let’s get started on how to create one that’s effective and will help attract new clients.

How to write a social marketing case study

Writing an effective case study is all about the prep work. You’ve got to get all of the questions and set up ready so you can minimize lots of back and forth between you and the client.

1. Prepare your questions

Depending on how the case study will be presented and how familiar you are with the client to be featured, you may want to send some preliminary questions before the interview. It’s important to not only get permission from the company to use their logo, quotes and graphs but also to make sure they know they’ll be going into a public case study.

Your preliminary questions should cover background information about the company and ask about campaigns they are interested in discussing. Be sure to also identify which of your products and services they used. You can go into the details in the interview.

Once you receive the preliminary answers back, it’s time to prepare your questions for the interview. This is where you’ll get more information about how they used your products and how they contributed to the campaign’s success.

2. Interview

When you conduct your interview, think ahead on how you want it to be done. Whether it’s a phone call, video meeting or in-person meeting, you want to make sure it’s recorded. You can use tools like Google Meet, Zoom or UberConference to host and record calls (with your client’s permission, of course). This ensures that your quotes are accurate and you can play it back in case you miss any information. Tip: test out your recording device and process before the interview. You don’t want to go through the interview only to find out the recording didn’t save.

Ask open-ended questions to invite good quotes. You may need to use follow-up questions if the answers are too vague. Here are some examples.

  • Explain how you use (your product or service) in general and for the campaign. Please name specific features.
  • Describe how the feature helped your campaign achieve success.
  • What were the campaign outcomes?
  • What did you learn from the campaign?

Since we’re focused on creating a social media case study in this case, you can dive more deeply into social strategies and tactics too:

  • Tell me about your approach to social media. How has it changed over time, if at all? What role does it play for the organization? How do you use it? What are you hoping to achieve?
  • Are there specific social channels you prioritize? If so, why?
  • How do you make sure your social efforts are reaching the right audience?
  • What specific challenges do organizations like yours face when it comes to social?
  • How do you measure the ROI of using social ? Are there certain outcomes that prove the value of social for your organization? What metrics are you using to determine how effective social is for you?

As the conversation continues, you can ask more leading questions if you need to to make sure you get quotes that tie these strategic insights directly back to the services, products or strategies your company has delivered to the client to help them achieve success. Here are just a couple of examples.

  • Are there specific features that stick out to you as particularly helpful or especially beneficial for you and your objectives?
  • How are you using (product/service) to support your social strategy? What’s a typical day like for your team using it?

quote from sprout case study

The above quote was inserted into the Sprout Lake Metroparks case study . It’s an example of identifying a quote from an interview that helps make the impact of the product tangible in a client’s day to day.

At the end of the interview, be sure to thank the company and request relevant assets.

Afterwards, you may want to transcribe the interview to increase the ease of reviewing the material and writing the case study. You can DIY or use a paid service like Rev to speed up this part of the process.

3. Request assets and graphics

This is another important prep step because you want to make sure you get everything you need out of one request and avoid back and forth that takes up both you and your customer’s time. Be very clear on what you need and the file formats you need them in.

Some common assets include:

  • Logo in .png format
  • Logo guidelines so you know how to use them correctly
  • Links to social media posts that were used during the campaign
  • Headshots of people you interviewed
  • Social media analytics reports. Make sure you name them and provide the requested date range, so that if you’re using a tool like Sprout, clients know which one to export.

social media contests - instagram business report

4. Write the copy

Now that the information has been collected, it’s time to dissect it all and assemble it. At the end of this guide, we have an example outline template for you to follow. When writing a case study, you want to write to the audience that you’re trying to attract . In this case, it’ll be a potential customer that’s similar to the one you’re highlighting.

Use a mix of sentences and bullet points to attract different kinds of readers. The tone should be uplifting because you’re highlighting a success story. When identifying quotes to use, remove any fillers (“um”) and cut out unnecessary info.

pinterest case study

5. Pay attention to formatting

Sprout case study of Stoneacre Motor Group

And finally, depending on the content type, enlist the help of a graphic designer to make it look presentable. You may also want to include call-to-action buttons or links inside of your article. If you offer free trials, case studies are a great place to promote them.

Social media case study template

Writing a case study is a lot like writing a story or presenting a research paper (but less dry). This is a general outline to follow but you are welcome to enhance to fit your needs.

Headline Attention-grabbing and effective. Example: “ How Benefit turns cosmetics into connection using Sprout Social ” Summary A few sentences long with a basic overview of the brand’s story. Give the who, what, where, why and how. Which service and/or product did they use? Introduce the company Give background on who you’re highlighting. Include pertinent information like how big their social media team is, information about who you interviewed and how they run their social media. Describe the problem or campaign What were they trying to solve? Why was this a problem for them? What were the goals of the campaign? Present the solution and end results Describe what was done to achieve success. Include relevant social media statistics (graphics are encouraged). Conclusion Wrap it up with a reflection from the company spokesperson. How did they think the campaign went? What would they change to build on this success for the future? How did using the service compare to other services used in a similar situation?

Case studies are essential marketing and sales tools for any business that offer robust services or products. They help the customer reading them to picture their own company using the product in a similar fashion. Like a testimonial, words from the case study’s company carry more weight than sales points from the company.

When creating your first case study, keep in mind that preparation is the key to success. You want to find a company that is more than happy to sing your praises and share details about their social media campaign.

Once you’ve started developing case studies, find out the best ways to promote them alongside all your other content with our free social media content mix tool .

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A Guide How to Create Social Media Case Studies that Convert (with Template)

Julius Preloznik

As you already know, moving leads through the sales pipeline is no easy feat. In the world of digital marketing, it takes an average of 18-21 touchpoints to convert a lead. If you want any chance of pushing prospects down the funnel, you have to directly communicate the value of your product or service and one of the best ways to do this is with case studies. 

Putting together a compelling social media marketing case study is one of the most powerful strategies for attracting future customers or digital agency clients. But it’s not easy. In this article, we’ll go over the ingredients of a winning case study and how to deliver said case study in the most effective way. We’ll also include a template that you can go by. 

Let’s dive right in.

The importance of social media case studies 

There’s a lot of content out there. Your potential customers are constantly bombarded with whitepapers, e-books, 10-step guides, newsletters and unpalatable sales hype. To get the attention of prospects today you have to demonstrate your product or service’s value, not just talk about it. 

B2B buyers today don’t have time to interpret marketing messages that aren’t concise and relevant. That means that instead of aimlessly beating around the bush about how great your company is and how terrific your products are, you have to share the real-life experiences customers are having with you and your products. 

global social media case studies

Traditional marketing tactics don’t work anymore. We already know that. People nowadays drive their own buying decisions through online research and the importance of social proof cannot be understated. 

About 57% of the customers will only use or buy a business service if it has at least 4 or five-star ratings. It should be noted however that reviews aren’t enough. In fact,  88% of consumers view ratings and reviews as a personal suggestion, not definitive proof of a product’s efficacy. 

Reviews are all well and good but if you’re marketing B2B software or agency services, creating in-depth, data-driven case studies is the way to go. Case studies are extremely effective in the consideration stage of the buyer’s journey when they are actively comparing solutions and providers to solve a problem they’re experiencing. 

As we already mentioned, your prospects are actively researching your products and there’s a 100% chance that they will stumble upon content from your competitors. Having relevant resources like case studies can cement your brand as an authority figure. 

Now that you know why case studies are important it’s time to tackle the creation process. 

The ingredients for a perfect case study 

1. detailed and full of data .

Have you ever read a case study where a business states they “doubled traffic” for the customer in their case study, and wondered if that meant they went from 50 to 100 visits or 5,000 to 10,000 visits?

The point of a case study is to highlight the exact ways your product or service has helped a customer. The most compelling case studies hit prospects in the face with how amazing your customers’ results were, meaning you need to include numbers. Lots of them. Here’s an example: 

Instead of saying “How client X got more sales thanks to us”, use “How client X increased their sales by X% in X days thanks to us” 

This step may sound like a no-brainer but it’s absolutely essential to use relevant data when crafting your social media case study, especially if you run a digital agency. Include statistics like a decrease in ad spend, an improvement in engagement or increase in organic followers.

global social media case studies

It’s important to remember that not everyone is as familiar with analytics and KPIs as you are, so break down the complicated sections into digestible bits that anyone can understand. Provide context as you go along so the data flows with the overall narrative of the case study. 

Include some eye-catching visuals like picture proof or real-time dashboards so the reader can envision the positive potential of your product or service. 

2. A complete, compelling story 

Storytelling is a powerful marketing strategy that has stood the test of time. A great social media case study uses narrative techniques to put readers in the subject’s shoes. 

When crafting your subject’s persona, be sure to include: 

  • Who is the sample customer, what do they do and why do they do it?
  • What were the customer’s goals?
  • What were the customer’s needs?
  • How did you satisfy those needs and help the customer meet their goals?

As a rule of thumb, structure your case study by splitting up the main takeaways into three easy snippets: The challenge, the impact you had, and the outcome. This way you make sure that your case study isn’t all over the place and concludes with the reader being wowed. 

Furthermore, you want to carry the story through and show how your business helps your customers long-term. You want your product or service to become a cornerstone of your customers’ workflow, something they simply can’t live without.  When you conclude the “outcome” section of your case study, include ways customers can use your business further down the line. 

When it comes to creating a compelling story, throwing in some emotional benefits alongside the hard numbers is absolutely necessary. Did your solution improve workplace morale, free up time or overall take a load off of your subject’s shoulders? Ask for a quote from the case study subject to make things more personal and relatable. 

To really drive the narrative home, use quotes from your team as well. Any potential prospects will love discovering how your team overcame certain hurdles and delivered the end result. Interview your graphic designer or content manager and get them to break down the project into steps. This will help prospects further familiarize themselves with your organization and how your team thinks and operates, a connection that can help keep you top-of-mind when leads are ready to convert. 

3. Compelling visuals 

Using visuals and images to enrich the case study experience is a key element of a comprehensive marketing case study. But cramming in screenshots and haphazard designs is sure to have an adverse effect to what you were hoping for. 

You want your case study to be a joy to read and as such it’s important to keep a few key rules in mind:       – Write a catchy headline that gives a clear idea of what the case study is about 

  • Leave plenty of negative space when arranging your visual elements. You don’t want a busy mess of visuals that’s hard on the eyes 
  • Ensure that your visual elements compliment the data and written content of your case study. 
  • Keep your target audience in mind. What kind of creatives would they be drawn to? What fonts, visual cues and tones would keep them hooked? It goes without saying to add your company’s unique branding as well. 
  • The information you present should flow like a story. The graphic elements, along with the text should guide the reader’s eye through the study from beginning to end. 

To spice things up, consider adding multimedia elements such as videos, PDFs, and images to make the case study more engaging. 

When getting together the creative assets for your case study, be sure to include headshots of the actual customer, dashboards of results (graphs are great for visual storytelling) and screenshots of any social media posts that were created during the campaign (if relevant). 

You can use tools like Kontentino’s social media a n a l y t i c s tool to implement custom metrics and create stunning reports. 

Relatable to your target audience 

If you’re at the point where you’re sharing success stories, chances are that you know who your ideal customer is. When crafting a case study, you want to write to the audience that you’re trying to attract. The readers of your study will most likely be very similar to the customers you’re writing about.

People who will read your case study most likely have a decent understanding of what your business is and what you can offer. They’re already somewhere in the middle of your funnel and as such it’s time to take advantage of personalization . Now you may need to create multiple case studies tailored toward different audiences, but it’s sure to pay off in the long run. 

Reflect on the project you’re highlighting in the case study and think about who the customer was. What industry were they in? What kind of client were they? Were they visually-oriented? Did they appreciate heavy-handed analytical reports, a good story or a combination of the two? 

These insights can help you nail down the written tone and show potential clients that you understand their specific needs, are comfortable in their niche and can apply strategies in accordance to their use-case.

Different ways to deliver a social media marketing case study

If you just created an amazing case study that’s sure to knock readers’ socks off, you want people to find it. This means populating every channel at your disposal with your content so your potential customers can’t miss it. 

 Youtube is the second-largest search engine in the world and the platform’s algorithm holds the potential to show your video to a whole new audience. While YouTube’s algorithm is often iffy, writing a catchy title, detailed description and creating an effective thumbnail are good ways to keep your video in the algorithm’s favor. 

In addition, you’ll want to link your full case study in the comments and get viewers to land on your website. 

global social media case studies

  • Social media 

If you’re creating a social media case study, using social media to share said case study should be a no-brainer.

 Break down the content of your case study into bite-sized chunks for Instagram or Facebook, post analytics dashboards from the study on Twitter and link the study in a LinkedIn post to spice up your profile. The shareable nature of social media may lead to your case study going further than just your own site.

  • Embedded in other types of content  

Case studies can also be embedded in other types of content like blog posts, newsletters, guides or ebooks. Go through your current pieces of relevant content and link to your case study to provide extra value. 

3 winning social media marketing case study examples 

Now that we’ve gone over the components of a winning social media case study, let’s check out some real world examples. 

1. “How ERA Belgium Provides Great Content for Franchise Businesses with Kontentino,” by Kontentino 

global social media case studies

A thing to note regarding this case study is how Kontentino not only highlighted the impressive data but also how the product helped solve a core pain point for ERA Belgium’s franchises .

Highlighted in the middle of the case study is a bold quote from the client that helps solidify Kontentino’s KontentBase product as a must-have tool for franchises. When creating your own case study, consider your product and who’s needs it addresses. Align your customer quotes and data and results reports to match exactly what your target audience is looking for. 

The Konetino case study also includes a CTA at the end so any potential prospects could directly contact the support team.

2. “How an SEO Agency Helped an Artisan Bakery Increase Organic Traffic by 214%,” is a very well written case study by Semrush

global social media case studies

This comprehensive case study by Semrush is a perfect example of pinpoint narrative structure and proper formatting. The study flows like a well-written story and guides the reader through the subjects, conflicts and resolutions without a hitch. The tasteful addition of dashboards and bullet points ties the case study up perfectly. 

3. “How Good Dye Young Increased Their Monthly E-commerce Revenue by 305%,” an impressive storytelling case study by Mailchimp 

global social media case studies

This case study by MailChimp is full of personality and storytelling. While MailChimp did include impressive numbers, the centerpiece of this case study is the people. The subjects in the case study are referenced casually by their first names, their journey is explored in-depth and there’s no shortage of quotes from them. The imaging MailChimp uses only emphasizes the human side of the relationship between them and the customer. 

Keeping you on track with your social media case study 

So now you’ve got a solid idea of what a comprehensive case study should include and you’ve seen the techniques we’ve covered in action. Now it’s time to go over a full template to ensure you stay on track when creating your awesome social media case study. 

Social media marketing case study template 

Outline: Case Study Title

Customer: Customer’s full name 

Company: Company’s name 

Industry: The industry the customer operates in (if applicable) 

Video: Link to a video version (if applicable)

Author: Author’s name 

Case study title

A short introduction of the customer. 

 Be sure to highlight:

  • The customer’s name and a little bit about them.
  • Why you and your customer were a perfect fit 
  • The key successes your customer had after working with you 

Introduce your customer 

In this section, provide a more in-depth overview of your customer. If it’s an individual, explain the person’s background in the context of your product/service. If it’s a business, talk about the company’s background, industry and any recent successes or milestones they have had. 

Describe the problem 

Explain the challenge or opportunity your customer faced before they did business with you. This could be either a reactive reason (i.e. the customer had an issue that needed to be addressed) or a proactive reason (i.e. there was an untapped potential that was unleashed by working with your business).

Why (Customer Name) Chose (Your Company)

In this section, speak about the decision process of your customer. Speak about how they discovered you, your possible competition and what made them ultimately decide to do business with you.

How (Your Company) Responded 

Here, explain what happened once your business started working with your customer. What was addressed first, and why? How did your customer feel about working with you in the early days?

The Results

In closing, speak to the results your customer saw after working with you. This section can be supported by statements, quotes, visuals, graphs, and metrics. Whatever you decide to include, be sure it illustrates how much of an impact your company made on your customer. 

Call-to-Action

Use this section to move your readers down the funnel. Add a CTA that encourages readers to either join your newsletter or get in touch with your sales team.

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Home › Case Studies › How Telecom Major Used Social Media Analysis to Understand the Sentiment of their Customers?

How Telecom Major Used Social Media Analysis to Understand the Sentiment of their Customers?

In today’s rapidly evolving landscape of telecommunications, where data explosion and continuous innovation intersect, understanding customer sentiment has become paramount for telecom majors to stay competitive. Harnessing the power of social media analytics has emerged as a game-changer in this pursuit, enabling companies to glean insights into audience sentiment, brand sentiment, and customer behaviors in real-time.

In this report, we delve into how a leading telecom major utilized sophisticated social media analysis techniques to decipher the nuanced sentiment of their customers. By leveraging big data and real-time analytics, the company embarked on a journey to uncover untapped opportunities within their customer base.

Through the implementation of advanced analytics tools and the development of a comprehensive social media sentiment report template, the company was able to conduct granular-level assessments of customer sentiment across various platforms. This included not only analyzing customer interactions but also delving into homogeneous social network analysis to understand the dynamics of relationships within their customer base.

Moreover, by incorporating multi-relational data such as call networks and customer service interactions, the company developed a robust churn propensity model, enabling proactive measures to retain customers. This approach not only enhanced marketing strategies but also bolstered customer service efforts, leading to a more personalized and effective customer experience.

In the following sections, we explore the methodologies employed by the telecom major in conducting social media sentiment analysis, the insights gained through this process, and the implications for driving continuous innovation in the telecommunications industry. Through a combination of advanced analytics and a deep understanding of customer sentiment, the company has positioned itself at the forefront of leveraging big data for strategic decision-making and fostering lasting relationships with its customer base.

Highlights of the Case Study  

Game-Changing Solutions for the Telecom Industry  

Social media is a fantastic source for discovering customers’ feelings regarding a company’s offerings. Globally, there will be 4.6 billion social media users by 2022, a rise of 10% from the previous year. This indicates that a sizable audience reads customer feedback on social media. This business needs to evaluate and respond appropriately to customer feedback on social media to stand out in the market. Companies must interact proactively with customers about their negative experiences and try to alleviate the issues and concerns. According to a recent study, customers can spend up to 40% more when businesses respond to their social media demands. It is essential for companies to analyze customer reviews and derive actionable insight from them.  

Quantzig’s  customer analytics  tools give telecoms data-supported insights on current technology, services, products, shifting market trends, customer wants, and unmet needs that need to be addressed by the respective businesses. Additionally, our AI analytics tools help companies in the telecommunications sector innovate and create successful marketing plans and campaigns.  

The Challenges of the Telecom Client  

A global telecom service provider with a presence in multiple countries, partnered with Quantzig to use our social media analysis tools to understand consumer sentiment. The company was planning to invest in social media advertising and needed to understand the factors influencing clients.  

The client could not leverage sentiment analysis to gauge areas of interest for its customers as they were using social media monitoring tools that could not be customized. They engaged Quantzig’s social listening engagement team to find relevant topics, key influencers, and ways to boost customer interaction. Moreover, customer data was scattered across many departments, making it difficult to gain insights and understand the impact of its marketing initiatives and broad industry trends. The client needed Quantzig’s customer analytics and competitive intelligence solutions to expand its market reach, provide value-added services to customers and take advantage of the untapped revenue generation potential. Some of the issues that our client was struggling with include:   

  • Inflated costs  
  • Poor customer service  
  • Complex operational processes  
  • Positioning quick and personalized customer service  

With Quantzig’s social media analysis, our client wanted to gain competitive intelligence solutions to not only expand their market reach, rather implement a revenue operations function as well.

Quantzig’s Social Media Analysis and Sentiment Analytics Solutions  

Quantzig, a leading analytics and advisory firm, collaborated with the client to develop robust customer analytics and sentiment analytics solutions, leveraging cutting-edge natural language processing (NLP) techniques. Through Quantzig’s sentiment analysis tool, which is adept at extracting and understanding personal information and emotional states, the client gained valuable insights into customer opinions and responses regarding their products.

This sentiment analysis tool proved instrumental in evaluating the effectiveness of viral marketing campaigns, assessing customer acquisition strategies, and identifying competitive weaknesses and threats. By analyzing social media interactions post-campaign launches, Quantzig’s solution enabled the client to gauge campaign performance, discern emerging trends, and inform subsequent connected actions for optimized outcomes.

Furthermore, Quantzig facilitated the aggregation of customer experience data from diverse social media sources, including customer profiles, call details, and other relevant data points. This comprehensive approach empowered the client to effectively manage and address customer complaints and concerns, thereby enhancing overall customer satisfaction.

Through programmable parameters and advanced analytics, Quantzig enabled detailed analysis of customer call history and identification of subscribers’ social groups within telecommunication social networks. By leveraging historical data and social network analytics, the client gained actionable insights to inform strategic decision-making, optimize marketing campaigns, and enhance customer targeting efforts.

Moreover, Quantzig’s expertise in business intelligence (BI) solutions and social network analytics facilitated the implementation of a robust social media monitoring plan. Leveraging tools such as Hootsuite streams and dashboards, the client could effectively monitor social accounts and service names, track mentions, emotions, and sentiments, and derive valuable metrics such as social sentiment scores, positive mentions, total mentions, and neutral mentions. This holistic approach to social media sentiment analysis empowered the client to make informed decisions, drive positive customer experiences, and stay ahead in the competitive telecommunications landscape. Our analytics system has been designed to analyze and enable the following attributes:  

  • Smart targeting of customers  
  • Analyzing customer sentiments  
  • Assessing customer preferences  
  • Creating subscriber profiles  
  • Calculating profitability for each customer group  

To gain a better understanding of our products and services ,

Social Media Analysis

Impact Analysis of Customer Intelligence and Advanced Telecom Analytics Solutions   

Quantzig’s customer intelligence and advanced telecom analytics solutions helped the client identify trends and patterns for new market opportunities faster than its competitors. Due to the growing significance of Internet-enabled services, the telecommunications sector is continually evolving. As a result, telecom companies need to understand how users respond to diverse services and content.  

The solutions provided by Quantzig offer the client a better understanding of its customer base, which will help to consistently increase its market share, generate insights for NPD, retain customers, and acquire new ones. Big data was used to process this information and deliver real-time client support.  

Key Outcomes of Social Media Analysis

The modern-day technology that creates each customer’s digital footprint is a treasure trove of information from which a lot of consumer-specific data can be mined. This information appears on social media networks in the form of comments, likes, searches, etc., which gives telecommunication companies many opportunities to cater to consumer needs. Our intervention helped the client gauge customer sentiment about its products and services and thus provided it with the opportunity to modify and improve services per the expectations of its target audience. This led to better marketing campaigns and optimum bundling of services with a resultant increase in satisfied customers and higher revenues.  

To know more about social media analysis ,

Broad Perspective on the Role of Customer Analytics in the Telecom Sector  

In the past, businesses employed conventional techniques, such as surveys and focused groups, to learn how customers felt about their goods. These days companies can leverage big data analytics to mine massive amounts of data, such as social media data, to gain a more accurate understanding of customer opinions. Sentiment analysis is currently a branch of NLP.  

Quantzig can provide detailed customer analytics solutions to provide insights into consumers’ needs and wants, which can help businesses create and position products that cater to different customer profiles and demographics. 

Key Takeaways – Social Media Analysis

Quantzig’s advanced analytics solutions helped the client unlock the following benefits: 

  • Attract new subscribers  
  • Improve social engagement  
  • Increase operators’ revenues  
  • Resolve customer issues in real-time  

Frequently Asked Questions

1. how is sentiment analysis used in social media monitoring, 2. what is social media analysis for understanding customer sentiment and behavior, 3. why is social media analysis important for telecom companies, 4. what is the role of customer analytics in the telecom sector, and how does it benefit companies, recent posts.

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Social media coverage of war impacts mental wellbeing

  • Global Durham

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An international team of researchers, including members of our Department of Psychology, have established the psychological and mental health impacts of the war on the general public.

The research found a collective, global downturn in people’s sense of wellbeing – irrespective of age, gender or political views – during and following the outbreak of the war in Ukraine. Social media coverage of war was also found to be associated with a deterioration in people’s wellbeing.

The mental health impacts of war

The study, carried out between late 2021 and summer 2022, explored the moods people experienced day by day in the weeks surrounding the outbreak of war.

It showed measurable collective mental stress larger than after the nuclear catastrophe in Fukushima in 2011 and after the Covid lockdown in 2020.

People in Europe demonstrated a significantly lower sense of wellbeing than those in the rest of the world and deterioration in the average level of mental health was observed on days on which the war had a particularly strong presence on social media.

The research team, including Durham’s Professor Stefania Paolini and Assistant Professor Patrick Kotzur, also discovered individual personality traits were playing a decisive role in a person’s recovery from the shock.

Adding further dimensions to the debate

This unique mental health study, which coincidentally happened to take place in the weeks leading up to and during the outbreak of the war in Ukraine, adds a further dimension to the debate on the humanitarian, political, and economic consequences of the war.

While people’s wellbeing was stable before the war broke out, the study demonstrated a collective downturn on the day of the Russian invasion.

The researchers also identified systematic differences in the way people respond to and recover from this kind of shock. People with a more vulnerable and less stable personality had not recovered a month after the beginning of the war.

The study was based on around 45,000 individual surveys completed by 1,300 people from 17 European countries, with over 50 researchers involved.

The study, led by Münster University, Germany, is published in the journal Nature Communications.

Find out more

  • Read more about this research in the journal  Nature Communications .
  • Learn more about Professor Stefania Paolini and Assistant Professor Patrick Kotzur from Durham’s Department of Psychology.
  • Our Department of Psychology prides itself on being a collegiate and welcoming department, committed to success for all who work here. Through dedicated teaching sessions, an optional placement module, external speakers and even an employability retreat – we actively prepare students for working life. Feeling inspired? Visit our Psychology webpage s to learn more about our postgraduate and undergraduate programmes.   Durham University is a top 100 world university. In the QS World University Rankings 2024, we were ranked 78th globally.  
  • This research was led by  Münster University .

John Ciorciari named dean of Hamilton Lugar School of Global and International Studies

John Ciorciari, professor of public policy at the University of Michigan Gerald R. Ford School of Public Policy, has been named dean of the Hamilton Lugar School of Global and International Studies at Indiana University Bloomington, effective March 1, 2024.

John Ciorciari

“John comes to IU with a distinguished career of pursuing positive change through cutting-edge research and training in global affairs,” IU President Pamela Whitten said. “He is well-positioned to ensure student academic success, recruit and retain accomplished faculty, and strengthen the school’s influence in the landscape of international affairs and language and area studies.”

Ciorciari succeeds Nick Cullather, who has served as interim dean since February 2022, when the school’s founding dean, Lee Feinstein, accepted a new position.

“As the Hamilton Lugar School enters its second decade, it has incredible potential to set and reach ambitious goals,” IU Bloomington Provost and Executive Vice President Rahul Shrivastav said. “Given John’s impressive background and exceptionally collaborative approach, I am confident he will adeptly lead the school in strengthening the student experience and pursuing globally influential research.”

Ciorciari previously served as the Ford School’s associate dean for research and policy engagement. During this time, he oversaw a record number of strategic faculty hires and contributed to fundraising strategies and outreach that led to a series of major gifts. He also led a new series of community dialogues, organized a new office to support policy engagement and engaged learning, and was part of a leadership team that saw unprecedented levels of reported staff satisfaction.

From 2014 to 2023, Ciorciari directed the Ford School’s International Policy Center, an interdisciplinary research hub focused on three major themes: international security, development and human rights. In this capacity, he designed and implemented award-winning student opportunities for summer internships, remote externships, short-term work-study projects, simulations and extended research projects.

In 2018, his vision and proposal attracted funding for the establishment of the Weiser Diplomacy Center. Under his direction, the center brought many high-profile diplomats and foreign policy experts to campus to teach, lead workshops and policy simulations, and participate in large public events. He also developed a fellowship program to attract top students and organized forums in Ann Arbor, Michigan, and Washington, D.C., to engage faculty and students in direct dialogue with policymakers.

Alongside his roles at the Ford School, Ciorciari has been an active faculty affiliate at several area studies centers within the University of Michigan’s International Institute. He led a range of research projects and events on topics germane to area studies on Asia, the Middle East, Europe and Eurasia, Latin America, and Africa.

Banners say Indiana University in different foreign languages

Before his time at Michigan, Ciorciari practiced law at Davis Polk & Wardwell, served in several positions for the U.S. Treasury Department’s Office of International Affairs and was a post-doctoral fellow at Stanford University. The author of three books — most recently, “Sovereignty Sharing in Fragile States” — and the editor of four volumes, Ciorciari has published extensively on international relations, particularly in the Indo-Pacific region; international law and institutions; international criminal justice; and rule-of-law initiatives in fragile states.

“I am thrilled to join the Hamilton Lugar School,” Ciorciari said. “I believe in its mission to develop knowledge in area studies and international affairs to help address our most pressing global challenges.

“HLS is a recognized leader in curricular innovation on global affairs, regional studies and language instruction. It also has a rich suite of engaged learning opportunities and connections to the world of practice, giving the school high policy visibility and impact. I am very excited to support the research, teaching and service of HLS’ students, faculty and staff.”

The U.S. Treasury Department selected Ciorciari for the Secretary’s Honor Award in 2005 and the Meritorious Service Award in 2007. He has served as a member of the executive board of the University of Michigan Press, an editorial board member for Asia Policy and a senior legal advisor for the Documentation Center of Cambodia.

After obtaining his A.B. in biochemistry and J.D. from Harvard, Ciorciari earned his M.Phil. and D.Phil. in international relations from the University of Oxford, where he was a Fulbright Scholar.

The Hamilton Lugar School is the fifth largest international affairs school in the country by total enrollment, provides language instruction in more than 70 languages and is a leading innovator in rigorous, multidisciplinary, policy-relevant academic study.

The school is composed of four core academic departments : Central Eurasian Studies, East Asian Languages and Cultures, International Studies, and Middle Eastern Languages and Cultures. It hosts more than 20 nationally recognized centers and programs and offers more than 20 undergraduate majors, minors and certificates, as well as 45 graduate degrees. The school oversees nine Title VI National Resource Centers and annually hosts the prestigious, nonpartisan America’s Role in the World Conference

Emily Miles

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Nearly 15% of Americans don’t believe climate change is real, study finds

Denialism highest in central and southern US, with Republican voters less likely to believe in climate science

Nearly 15% of Americans don’t believe climate change is real, a new study out of the University of Michigan reveals – shedding light on the highly polarized attitude toward global warming.

Additionally, denialism is highest in the central and southern US, with Republican voters found less likely to believe in climate science.

Using artificial intelligence, researchers analyzed over 7.4m tweets posted by roughly 1.3 million people on the social media platform X (previously Twitter ) between 2017 and 2019. The social media posts were geocoded, and classified as “for” or “against” climate change using a large language model, a type of artificial intelligence developed by OpenAI.

“Over half of the tweets we looked at simply denied that climate change was real, that it was a hoax,” said Joshua Newell, co-author of the study and professor of environment and sustainability at the University of Michigan. “It wasn’t surprising but it was disappointing, I would hope that more and more Americans would believe in climate change and the importance of addressing it.”

Donald Trump emerged as one of the most influential figures among climate change deniers. His tweets around a cold snap in Texas in December 2017, as well as his missives rejecting the 2018 IPCC report released at the Cop24 UN conference, were some of his most engaged social media posts among climate change deniers.

“Public figures such as Trump are highly influential,” Newell said, “when they use these events to trigger disbelief in climate change among social media users.”

The findings are consistent with similar studies, such as the recent survey out of Yale University which estimates that as of 2023, 16% of Americans do not believe in climate change (about 49 million people).

Acceptance and belief in global warming is most prevalent along the west and east coasts, correlating with those regions’ high rates of Democratic voters. Still, clusters of denialism exist within blue states, like in the case of Shasta county, California. There, disbelief in climate change is as high as 52%, but statewide, less than 12% of California’s population does not believe in global warming.

“It comports with my understanding that there is a small but very vocal and active minority of the public that still denies the overwhelming evidence of human-caused warming,” said Michael Mann, climatologist and geophysicist at the University of Pennsylvania, about the study.

Last week, Mann was awarded $1m in a defamation lawsuit against conservative writers who called his pioneering climate change research “fraudulent”, comparing it to the work of a convicted child molester. In his book The New Climate War, Mann argues that scientists have to rebut the misinformation and disinformation promoted on social media by bad actors, “not because we’re going to win them over, their ideological heels are dug in, but because they are infecting the entire social media space with myths, falsehoods and toxic anti-scientific sentiment”, Mann said.

Researchers’ use of AI helped classify millions of social media posts that otherwise would be too time-consuming and expensive to conduct. Still, some skepticism remains regarding the ethics of using AI for research, as artificial intelligence has a documented history of bias , especially in facial recognition , highlighting the need for human vetting.

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“It’s an intriguing new tool to use for these purposes,” Mann said. “But its limitations must be kept in mind as it’s an evolving technology.”

It is up to social media platforms to combat misinformation, and fact-check what the researchers call “knowledge vulnerability”.

“There is proper action by the social media companies to monitor disinformation and to act accordingly,” Newell said, referencing Trump’s ban from X (then Twitter) following the January 6 insurrection. “These very powerful social media companies should consider similar strategies for misinformation regarding climate change.”

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