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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?

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.

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.

5. Pay attention to formatting

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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Top 5 Social Media Case Study Templates with Examples and Samples

Abhishek Tuteja

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!

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.

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.

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.

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.

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

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:

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. 

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.

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.

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.

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.

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.

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:

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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Inspiring Social Media Case Studies from Reputable Brands and Digital Agencies

Brands are more than their products in today’s digital world. Memorable brands are the ones who know how to engage with their target audience effectively through their social media channels. In this article, we have curated the best social media case studies of all times.

Being on all the social media platforms is not necessary; however, it is important to be successful if you exist in one. There are a lot of brands inspiring us with their effective social media strategies. They are powerful enough to start a movement, raise awareness and change the way people think or buy.

Almost 4 billion people are using social media today worldwide. That fact clearly shows how a huge potential there is to reach out to your buyer persona.

Social media marketing services comprise organic social media, paid social media, community management, social listening, feed-based / dynamic ads, Facebook ads, Twitter ads, LinkedIn ads, Snapchat ads, Tiktok ads, Reddit ads, Quora ads and so on.

Effective social media case studies come from either an experienced social media marketing agency or a very successful in-house social media team of famous brands. It is not easy, but so effective that you shouldn’t neglect.

In this article, we have gathered the best social media marketing case studies by both brands and digital marketing companies to inspire your upcoming work.

What are the top social media marketing agencies with the most effective case studies?

Spark social agency, emote digital, hallam agency.

The LOOKOUT Sri Lanka is the top Luxury Private Villa in Sri Lanka. CEEK Worked closely with the brand and the project consisted of Website Development, SEO, Social Media Marketing, Influencer Marketing, Content Creation and Paid Targeting services. The LOOKOUT social media was created by CEEK to showcase the beauty of the country and the villa itself in light of the increase in tourism around Sri Lanka and the country’s strong domestic growth in the use of social media. It has been established as a site that people enviously desire to stay at just for the aesthetics without taking into account the high level of service thanks to high-quality content and a highly active social media marketing strategy. Below you can find an example of the influencer marketing campaign:

Spark Social Agency works with a variety of well-known brands from a selection of different industries, one of them being Johnson&Johnson. Spark is a boutique social media marketing agency. This enables Spark to provide J&J with fast turnaround and greater impact than larger agencies they’ve traditionally worked with.

When J&J collaborated with Spark, the brand needed to pivot social content to reach an updated audience for multiple J&J brands such as Band-Aid, Aveeno Baby, and Tylenol. Additionally, the company sought assistance so that J&J brands could be more active on platforms like TikTok and Instagram Reels. For various J&J brands, Spark produces a monthly stream of captivating social content. Social posts on their monthly content calendar now feature short-form video, which has a significantly higher interaction rate than previous content.

All these efforts resulted as the following:

• 1,600% increase in engagement per post for Band-Aid
• 110% increase in engagement per post for Motrin
• Produced 40 assets for J&J baby brands in 3 weeks.

Since it might be difficult to convey complex ideas using social media advertising, Australian digital marketing agency Emote Digital believes that you need excellent and simple-to-read content as well as targeted audience marketing. Emote Digital ran campaigns for the Bakers Delight Franchise over the course of a year that included frequent content and creative improvements to prevent user fatigue. Utilizing a variety of advertising channels, such as Facebook, Instagram, LinkedIn, Google, Youtube, and more, the agency developed a broad-reaching campaign to identify the relevant leads first. Emote Digital assisted Bakers Delight in growing its franchise network by using a variety of top and bottom of the funnel methods to improve the quality of the leads.

These are the outcomes:

• 45% Increase in conversions from social media
• 29% increase in franchise enquiries over 12 months

LOOP is a fully charged digital agency that explores the intersections between design, digital technology and content marketing for leading brands. They have offices in New York, Sydney, Berlin and Copenhagen.

LOOP has worked with a lot of famous brands through social media case studies. My favorite one between those is their influencer marketing campaign with PUMA . They actually have run more than one case study with them. We will be focusing on the one with PUMA and Usain Bolt.

As a human being, we can be attracted by the brands which are preferred by the people we admire, just like Usain Bolt. In LOOP’s social media case study with PUMA and Usain Bolt, they let Usain Bolt tell his story in his point of view. We can, of course, find a lot of articles explaining his background, achievements etc. However, they can never be as effective as Usain Bolt’s own words.

With this social media campaign, PUMA has reached 4.7 million views and 828,000 engagement with 41.2 million total reach. You can check LOOP’s website to see the full case study and get information to work with them for your social media campaigns.

Hallam is a UK-based social media marketing agency founded in 1999. Since then, they’ve they have combined strategic thinking, creativity, and technical know-how to develop integrated digital marketing strategies that produce the only outcome that matters: business success. Four of the eight gas distribution networks in the UK are owned and managed by their customer, Cadent Gas, who needed to develop their brand and raise awareness of this aspect. The goal of Hallam’s comprehensive video-based campaign was to promote the true stories of the “Cadent Heroes” across various service areas.

Three campaigns were created to provide Hallam the chance to plant positive seeds and take ownership of constructive topics. Their earned Media and Creative Teams worked together to create a landing page that served as the organization’s main hub of information. The 5 Campaigns attracted a significant number of views during the course of their 6-month run. The video showing a day in the life of a Cadent Gas Limited employee received over 4 million views. The campaigns generated nearly 15 million impressions overall, exceeding the initial goals and expectations.

What are the most effective social media marketing case studies by reputable brands?

There are many brands that use social media in the best possible way. With the rise of social media platforms such as TikTok, brands have changed the world of social media marketing and became even more creative and popular online. Below you’ll find our all time favorite social media marketing case studies by the big names:

Tesla & Elon Musk

Apple | shot on iphone.

With no doubt, Apple is very fast and effective when it comes to social media marketing. Their case studies are leading the industry.

With their social media case study #ShotOnIphone, millions of pictures and videos are shared on social media platforms.

It clearly shows that people do not need other cameras to take pictures or videos as long as they have their iPhones with them.

This campaign is not only followed by the general public, but also by the famous singers and bands such as Selena Gomez and Florence + The Machine. Some singers took their videoclips with an iPhone whereas some of them have used an iPhone on their concert tours in the world.

This campaign has been used in all the social media platforms. However, as it is more related to taking pictures and videos, of course, the hashtags are more common on Instagram.

If you just scroll down your Instagram feed, we promise that you will see a lot of pictures with the hashtag #shotoniphone, which indicates this social media case study is known by the world. You can read our article on Apple’s digital marketing strategy , in which we explore how the company got to be one of the most well-known names in the world, to discover more about the brand’s worldwide success.

Starbucks | #WhatsYourName

Starbucks is remembered by its successful social media campaign to support transgender and gender-diverse youth on Twitter, Instagram, Facebook, YouTube and traditional advertising.

Brands will be memorable with where they stand for the social phenomena. In this social media case study, Starbucks UK partnered with Mermaids to understand the gender-diverse youth better and create a way to support them.

If you buy and post photos of your mermaid tail cookie with the campaign hashtag, you help to raise funds for Mermaids.

The video on YouTube explains it all:

Disney | Share your ears

Disney’s digital marketing strategy is ever successful, making the company one of the leading media and entertainment brands in the world. Celebrating 90 years of Mickey Mouse, Disney created a social media campaign with the hashtag #ShareYourEars on Facebook, Twitter and Instagram. For every photo shared with the hashtag, Mickey Mouse donated $5 to Make-A-Wish®.

Make-A-Wish® is a nonprofit organization helping to fulfill the wishes of children with a critical illness. At the end of the case study, Disney donated $2 million to the organization.

This has been one of the greatest social media case studies of all times with 1.77 million photos shared and 420 million social media impressions.

Always | #LikeAGirl

Equality of the sexes is another controversial phenomenon in the world. It has been placed in the cultures and languages so strongly that sometimes we don’t even realize how sexist we might sound.

“Like a girl” is a phrase in English and many more other languages, which is mostly used as an insult to women. Always definitely raised awareness for this subject with their social media case study #LikeAGirl. I promise if you watch the video below, you will be more careful with the expressions, idioms and phrases you say or hear in your daily life:

Airbnb | We accept

There are different ways to use social media effectively. It can depend on the brands, target audience, brand culture and identity. Some brands might prefer to speak up for a social phenomenon whereas some prefer to stay silent and unbiased.

There can be some situations where you are expected to explain something, for example, if your company or a branch of your brand is accused of something. What you say/share there is very critical which can affect the life of your business.

Airbnb was accused of discrimination in 2016, which they answered with their “Community Commitment”. After a few months, the US banned travel to some countries with a Muslim majority. That has created a chance for Airbnb to create a social media case study, #WeAccept. This successful campaign has reached over 87 million impressions on Facebook, Twitter, Instagram and YouTube.

Doubtlessly, they handled this critical situation really well with their video below:

Nescafé | Really Friends?

You might not be using Facebook now as much as you used to do. However, Facebook can be still a powerful platform for your social media campaigns depending on your target audience. Certainly, Nescafe’s marketing strategy proves it right.

Our Facebook friends can be from our childhood, the neighbourhood we used to live 20-30 years ago, a friend circle who we are not in touch with any more, etc. Sometimes, when we scroll down in Facebook feed, we don’t feel so close to some of these old friends. Regardless of their age, I’m sure everyone feels the same way every now and then.

With this fact in mind, Nescafé France ran a successful social media case study on Facebook, which is their biggest platform.

This video is an example of emphasizing with your buyer persona and affecting them emotionally so that they feel attached to your brand:

Tesla is a leading brand for electric vehicles. We might not know the CEOs of similar companies; however, the CEO of Tesla, Elon Musk is known by people all around the world. Considering the way he is using social media, we can even say that he is an influencer. Despite the marketing methods of other major companies, Tesla’s marketing strategy is distinct, exactly like its social media marketing.

Tesla’s social media marketing way is going to be a little different from what we have discussed in the other examples above. The reason is below:

When there is a new product launch or an update regarding one of their services, Elon Musk shares some spoilers on his social media – before Tesla announces it officially. His followers are very interactive which also shows a successful social media engagement case study as a brand.

Tesla doesn’t even need to do influencer marketing as its CEO is already a powerful influencer who has dedicated followers for the brand.

If you feel like this wasn’t enough, make sure to check out social media campaign ideas for more inspiration.

Hope you have enjoyed reading our article. If you are interested in creating effective social media case studies for your business, you can check our list to partner with a social media marketing agency.

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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.

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.

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General Marketing

Proven Corporate Social Media Strategy and Examples

September 21, 2023

Running a corporate social media marketing strategy involves more than simply publishing content.

While publishing content on the fly might work for smaller businesses, corporate social media strategies generally require much more collaboration.

For example, various department heads might collaborate with you to promote specific initiatives. In addition, you probably have a more robust content marketing team with designers, copywriters, and even videographers.

So to ensure the team meets each deadline, corporate social media strategies require structured workflows and processes.

Below, we’ll outline how you can create an effective corporate social media strategy and give several examples of highly effective corporate social media accounts.

Corporate Social Media Strategy

Here is a simple step-by-step process that any corporate social media manager can swipe to improve team efficiency.

Step 1: Create Specific Brand Guidelines

The bigger an organization becomes, the more difficult it is to align the entire team on the vision and ensure everyone promotes the same brand message.

Zendesk brand guidelines ( brandland.zendesk.com )

So before assigning any content, create clear brand guidelines that define your target audience, core values, and brand image. Here are a few questions you can use to guide your brand guidelines:

Target Audience

• What is the title/persona of our target audience?
• What are the main pain points of our target audience?
• What’s the general tone of voice of our audience? (e.g., do they like funny content?)

Core Values

• What do we stand for?
• What is our mission?
• How do we want customers to perceive our brand?

Brand Image

• Logo, fonts, and colors
• Brand voice
• Emoji guidelines
• Terminology (e.g., words specific to the brand)

Corporate companies should also implement a social media policy  that thoroughly outlines off-limits topics and defines offensive content. This is critical for companies with larger social media followings, as unintentionally offensive content can quickly escalate into a full-blown social media crisis.

Step 2: Implement a Defined Workflow

A key difference between managing a corporate social media strategy and a small business social media strategy is team collaboration.

At a small company, the social media manager usually produces most of the content alone. However, larger corporations publishing at a higher frequency usually require a more extensive creative team (e.g., a designer, a copywriter, etc.).

In addition, you’ll probably collaborate more with third-party professionals outside your immediate creative team. For example, you might work with a third-party videographer, interview internal and external experts, or collaborate with partner brands.

These collaborations can complicate the process, and it’s easy for important deadlines and creative materials to get lost in long email threads.

To solve this, you can use a tool like Buffer , which allows you to add team members, set due dates, and keep a bird’s-eye view of project progress.

You can also schedule posts in advance to ensure each post is published at the optimal moment.

Step 3: Implement Strong Internal Communication Processes

In a small business, the social media manager usually knows about upcoming product launches and other newsworthy events.

However, managers at larger corporations usually don't have this luxury and instead need to collaborate with other department heads to stay up-to-date with the most important upcoming brand initiatives.  

For example, if the engineering department is hiring, that might be a key initiative you must promote on social media.

So consider scheduling monthly check-ins with key department heads to ensure your social media strategy promotes the most important company initiatives.

Step 4: Leverage Employee Advocacy

Large corporations have one massive advantage over smaller companies: a large workforce.

So if you can convince even just a fraction of your employees to share company content with their social networks, you'll significantly increase engagement and reach.

Employee-shared content is also much more authentic than branded content, so their posts will likely receive more organic engagement from friends than the original branded post.

Here's an excellent example of employee advocacy in action :

As you can see, this employee created her own content promoting the brand, though you can also ask employees to simply share content from the company page.

Shopify   is another excellent example of a company that has a highly engaged workforce that continuously promotes its culture:

While both examples of employee advocacy above show how employees create their own posts to promote brand initiatives, you can also ask employees to simply share or engage with content on the business page. Here’s an example of employee advocacy  with a company page post:

Employee advocacy  is clearly an effective method to generate high-quality engagement, so why don't more companies leverage it?

Convincing employees to regularly engage and share content is challenging.

While your first few requests to share social media content and brand initiatives might be well received, engagement rates tend to drop off after a few weeks.

After all, your employees have their own tasks to complete and taking time out of their day several times per week to find company content to engage with is time-consuming.

You could probably increase engagement rates by sending individual emails with specific engagement requests to employees, though this isn't really a scalable method.

So to help you increase engagement rates and make it super easy for employees to participate in your advocacy program, we built GaggleAMP .

With GaggleAMP, you can create and assign personalized engagement activities at scale.

Simply select an engagement activity and then provide specific instructions (e.g., share this LinkedIn post, create a Tweet about this company initiative, etc.).    

From there, you can assign it to specific employees or a group of employees. Once assigned, those employees receive a notification and can log into their personal Gaggle to view the engagement activities.

Inside the Gaggle, employees can complete the engagement activities and even schedule them to publish. This way, they can complete all their engagement activities in one sitting rather than logging into social media several times per week to engage with the content.

GaggleAMP also offers a public leaderboard that ranks employees by engagement to further encourage program participation.

This friendly competition motivates employees to participate, and it also allows you to reward them for their efforts.

Schedule a demo today  to see how GaggleAMP can help you improve employee advocacy participation, or try out the platform risk free today !

Step 4: Actively Manage Company Reputation

The bigger a company's following grows, the more likely it is to encounter reputation management issues.

While it's always important to listen to user feedback, negative comments from internet trolls can negatively impact your brand image and dissuade potential customers from trying your products or services.

To manage your corporation's reputation, use social listening tools  to quickly identify negative mentions and gauge overall brand sentiment.

If you see a negative comment, first assess if it's a legitimate customer complaint. If it is, respond to it quickly by offering to help and, if necessary, provide some additional context.

Here's an excellent example of how this brand handled a negative comment:

The comment above is also worth forwarding to the product department to improve quality.

However, if a comment is irrelevant or offensive (perhaps not even from a customer), you can delete it.

Step 5: Audit Your Social Media Strategy

You already know all of the social media best practices:

• Select relevant platforms to publish on and post natively
• Publish frequently (ideally daily)
• Create content that's social and valuable to potential customers – not just promotional
• Respond to comments quickly
• Use a few relevant hashtags
• Test different media types (video, text, image, etc.)

Unfortunately, most brands aren't doing these basics, usually due to resource constraints.

So, rather than trying to devise new clever strategies, audit your existing social media strategy  every month or quarter and ensure that you're doing all the basics.

During the audit, identify exactly where your strategy fell apart and adjust your workflow to ensure it doesn't happen again.

After ensuring you're consistently doing all the basics, the next step of your social media audit is uncovering trends in the types of content that performed the best.

Here are just a few metrics worth tracking across all social media networks:

• Engagement (likes, comments, shares)
• Impressions

It's also important to track the quality  of the above metrics. For example, are the people commenting on your post in your target demographic?

This is important because while a funny TikTok video might drive the most engagement, it might generate fewer high-quality leads than a LinkedIn ad promoting a new whitepaper.

Corporate Social Media Examples

Here are a few examples of larger corporations that have mastered the game of social media marketing. We'll analyze their strategies and break down key takeaways you can steal to incorporate into your social media strategy.

Shopify is an excellent example of a brand that has effectively embraced employee advocacy.

Their employees regularly use the hashtag LifeatShopify and share different stories about why they love working at the company:

Here’s an excellent example  of an employee gushing about how much they love the Shopify culture:

In addition to promoting the company culture, there are also plenty of great employee advocacy posts promoting the brand’s content and products, like this one :

From a content perspective, Shopify invests in high quality creative production. Whether it’s a feature release or simply a post promoting company culture, the creative is always on-brand and high quality. Here’s an excellent example of a recent product launch  the team was promoting:

Another strategy that Shopify uses is collaborating with influencers and hosting live stream events. Here's an example  of one of the live streams they hosted on the Shopify Plus account:

It’s also worth noting that Shopify adjusts its tone of voice for each social media platform. For example, its Twitter account is slightly more humorous than its LinkedIn account. So as you’re creating your branding guidelines, take note of how you want the brand to appear across different social media sites:

Archer is the poster child of social media success. While it has the advantage of marketing a revolutionary product (electric airplanes), they still put in the work to maximize social media buzz.

First, they use GaggleAMP  to leverage employee advocacy.

Employees regularly create their own posts promoting product launches and updates, like this one :

However, they also share branded content  with their audience and frequently jump into the comments to maximize organic engagement on branded posts:

Archer is also a master of storytelling.

For example, each video they create has a cinematic style that easily draws the viewer in – even if they have no interest in airplanes.

Just check out this video  promoting the new electric airplane:

Even if you don't have a product as innovative and exciting as electric airplanes, you can still create a story around your product. For example, you could take a customer testimonial and emphasize the story aspect of the case study.

It's also worth noting that Archer's branding style is very consistent. Each post uses the same sleek colors, fonts, and styles, making it easily recognizable at a glance.

Glossier is an excellent example of an ecommerce brand that has built more than just a social media presence – they've built a die-hard following.

A quick glance at the comments shows that their customer base is obsessed with the brand:

Even when there’s an issue with the product, the customers still find something complimentary to say about the brand:

So how did Glossier build this loyal customer base?

First, they respond to comments and frequently give customers shoutouts:

They also lean into their ideal customer’s persona and have a very defined brand voice. Here’s an excellent example:

The comments of this post also prove that they clearly nailed their customer’s persona:

So if your content isn’t generating enthusiastic engagement, revisit your customer persona and reevaluate how you can create content that truly resonates with them.

Creating engaging social media content is easier if you have an innovative or fun product. However, Ahrefs is an excellent example of how simple B2B SaaS companies can produce high social media engagement.

First, their executive team is highly active on social media, and it's a key lever they use for promotion.

For example, CMO Tim Soulo frequently posts about new product features and how you can use them. Then, the team jumps in and reshares these posts. As you can see in the example below, Tim created a quick tutorial on a product feature update, and then content manager, Joshua Hardwick, jumped in and retweeted it:

"SERP Comparison" - a new cool feature in @ahrefs ! 😍 Compare SERPs for: - Same keyword on different dates, to understand what changed. - Two different keyword variations, to see how similar (or different) they are in the eyes of Google. pic.twitter.com/Q2Id5IBZ8j — Tim Soulo 🇺🇦 (@timsoulo) November 3, 2022

Tim Soulo also frequently reposts content  from other Ahrefs customers, which further encourages brand engagement:

Normally @timsoulo announces new features, but I'm stealing the Organic competitors report. A competitive positioning map with traffic / traffic value, and the bubble size = pages. 😍 You can compare between dates to see how your market evolves. 📈📉 Great job @ahrefs team! pic.twitter.com/5MtgUIqvZO — Patrick Stox (SEOpedia) (@patrickstox) November 22, 2022

While Ahrefs also posts consistently on the company page, most of the brand's social media success rests heavily on its employees.

If you consider that people use social media primarily to engage with other humans, it makes sense that content from executives is Ahrefs's primary engagement strategy.

So to duplicate Ahrefs's strategy, collaborate with your executive team and help them build up their personal brands to promote company initiatives.

While getting busy executives to engage frequently on social media may seem like a challenge, one way you can reduce the effort required on their part is to use a platform like GaggleAMP  and assign specific post topics.

For example, you could create an engagement activity that asks them to answer one of the following questions on their personal page:

• How would you recommend people use a specific feature in our product to solve a common customer pain point?
• What is a new industry trend you're excited about and why?
• What did you learn in the last month that our customers would benefit from knowing?
• What is a commonly accepted "best practice" you disagree with and why?
• What is an experiment you recently ran that has shifted your perspective?

To see for yourself how GaggleAMP can help you build your executives' social media presence, schedule a demo today .

Chili Piper

Chili Piper is an excellent example of a company that truly understands how to make a corporate account social. Rather than posting promotional content and advertising product launches, Chili Piper gives individual employees access to the corporate account to post their stories.

This strategy has been excellent for generating more engagement and brand awareness. In fact, the average posts written in the corporate voice generate between 1 to 10 comments, while the average post from an employee generates between 20 and 60 comments. Here's an excellent example  of an employee “hijacking” the corporate account :

So if your main goal is to generate more followers on social media, increase brand awareness, and show off your company culture, allowing employees to post directly to the company account is a great solution.

Stryker is a medical device company that invests heavily in its social media presence.

Like the other successful corporate social media strategies we've discussed, their social media activity focuses primarily on culture-related posts.

For example, they frequently create posts about company events, employee successes, and fun corporate activities.

Here's a great example of a community initiative post :

Stryker is also a GaggleAMP customer and leverages employee advocacy to further improve brand awareness and engagement.

For example, you can see that 25 people reposted this single LinkedIn post,  many of whom are other Stryker employees:

Most of Stryker’s social media posts also have a humanistic theme. For example, the post above has a captivating narrative about the employee’s story with Stryker, and there are plenty of other examples where the company is investing in community-led initiatives.

So rather than just promoting your product, promote your company’s values as people naturally engage with this style of content on social media.

New York Presbyterian Hospital

New York Presbyterian Hospital is excellent at generating social engagement by sharing its patients' stories.

Here's an excellent example of a patient story they produced:

This post was bound to perform well because the message is powerful. However, you'll notice that it also follows all of the basic social media best practices, like:

• Creating a high-quality video with captions
• Using captivating copywriting to draw viewers into the post
• Incorporating a relevant hashtag
• Tagging other collaborators

This is a good reminder that you can easily grow your social media presence by simply creating a compelling message, delivering it with captivating storytelling, and following basic social media best practices.

Crumbl Cookies

There are plenty of different baked goods brands, though few have cultivated a social media following as loyal as Crumbl Cookies.

You can tell just from scrolling through the comments that people love both the brand and the product:

One of the key reasons why this brand has been so successful is its outstanding content strategy.

Rather than just posting discount codes or promotional offers, they created highly engaging videos that look like funny videos a friend might share. Here's a great example :

In addition, the production quality of each video of their cookies is on another level. Check out this video :

Crumbl Cookies further encourages engagement by actively responding to comments:

So if you’re struggling to increase engagement, go back to the basics and think about how you can elevate the content quality and authentically interact with your customers.

Upgrade Your Corporate Social Media Strategy Today

To summarize, corporate social media is all about establishing clear systems and processes to ensure each piece of content meets a certain quality standard and is published on time.

Once it is published, corporate social media managers have a secret weapon – a large workforce of employees who can amplify each piece of content.

So if you’re looking for a unique solution that can help improve corporate communication and ensure employees engage with your content, schedule a demo  with GaggleAMP.

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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.

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.

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.

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

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.

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.

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.

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Social Media Marketing Case Studies: How to Use Social Media to Grow Your Business

Social media is a powerful tool that can be used to grow your business. By using social media effectively, you can reach a wider audience, build brand awareness, and generate leads. In this article, we will look at some social media marketing case studies to see how businesses have used social media to achieve their goals.

Case Study 1: Starbucks

Starbucks is a coffeehouse chain that has used social media to significant effect. They have a large following on all major social media platforms, and they use social media to engage with their customers, promote their products, and share their brand stories.

One of Starbucks' most successful social media campaigns was their #ShareACupOfKindness campaign. This campaign encouraged people to share acts of kindness with their friends and family. The campaign was a huge success, and it helped position Starbucks as a brand committed to kindness and compassion.

Case Study 2: Nike

Nike is another company that has used social media effectively. They have a strong presence on all major social media platforms and use social media to connect with athletes, sports fans, and fitness enthusiasts.

One of Nike's most successful social media campaigns was their #JustDoIt campaign. This campaign featured inspiring stories of athletes who overcame challenges and achieved their goals. The campaign was a huge success, and it helped to position Nike as a brand that inspires people to be their best selves.

Case Study 3: Coca-Cola

Coca-Cola is a company that has been using social media for many years. They have a strong presence on all major social media platforms and use social media to connect with people worldwide.

One of Coca-Cola's most successful social media campaigns was their #ShareACoke campaign. This campaign featured personalized Coke bottles with people's names on them. The campaign was a huge success, and it helped position Coca-Cola as a brand about sharing happiness and connection.

These are just a few examples of how businesses have used social media to grow their businesses. By following the standards of these companies, you can use social media to achieve your business goals.

Here are some additional tips for using social media marketing to grow your business:

• Set clear goals:  Before you start any social media marketing campaign, it's essential to set clear goals. What do you want to achieve with your social media marketing? Do you want to increase website traffic, generate leads, or make sales? Once you know your goals, you can tailor your social media marketing strategy accordingly.
• Target your audience:  Not all social media users are created equal. It's important to target your social media marketing efforts to your target audience. This means understanding your target audience, what they care about, and where they spend their time online.
• Create engaging content:  The key to social media marketing is engaging your audience. This means creating interesting, informative, and relevant content for your target audience.
• Measure your results:  It's key to measure the results of your social media marketing efforts so you can see what's working and what's not. This will help you adjust your strategy accordingly and improve your ROI over time.

By following these tips, you can use social media marketing to grow your business and achieve your goals.

Whether you're looking for a quick overview of the platform's inner workings or want to directly talk about your specific needs, we've got you covered.

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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.

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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The State of Social Media Research in CSR Communication

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• First Online: 01 January 2021
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• Lina M. Gomez 3  

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Social media has brought opportunities for individuals to access news, data, and information immediately. These interactive platforms are a fundamental part of people’s everyday life where they can create, share, and curate content. There is no doubt that social media has changed the way organizations and companies communicate and cultivate relationships with stakeholders. Due to this immediacy in communication, companies must be honest, be reputable, and behave as good citizens. Firms should keep publics informed about their CSR initiatives for encouraging their loyalty and commitment to environmental and socially responsible efforts. This chapter discusses the state of corporate social responsibility (CSR) communication through social media, explaining main contributions in the field. Social media is an excellent and cost-effective tool for communicating economic, social, and environmental issues with different groups of stakeholders. Communicating CSR through social media demonstrates commitment, influence, and reputation. It provides immediate feedback from publics, which can instantly lead a company to success or failure due to word-of-mouth and viral information. This exploratory study employs a thematic analysis of studies about CSR communication and social media published in the past 10 years. It highlights the main themes and trends in the literature, making emphasis on the importance of interactivity and stakeholder engagement. The chapter concludes with a discussion of both key opportunities and challenges for firms and stakeholders in the communication of CSR through social media, focusing on how interactivity is a way to transform CSR online communication.

• Social media
• Corporate social responsibility
• CSR communication
• Interactivity
• Stakeholder engagement

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Gomez, L.M. (2021). The State of Social Media Research in CSR Communication. In: Crowther, D., Seifi, S. (eds) The Palgrave Handbook of Corporate Social Responsibility. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-42465-7_66

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Corporate Governance

ISSN : 1472-0701

Article publication date: 16 August 2021

Issue publication date: 4 May 2022

This paper aims to increase the understanding of luxury brands’ branded content strategies concerning follower's engagement generated or not by happiness and well-being feelings spread in their branded content.

Design/methodology/approach

This study sample was composed of three of the most relevant luxury brands nowadays: Manolo Blahnik, Loewe, y Balenciaga. To address this research, an exploratory-correlational quantitative methodology was chosen; hypotheses were contrasted using ANOVA analysis with the SPSS software. Although the study can be considered quantitative, the first step of qualitative analysis was applied for content analysis with NVivo QSR software, categorizing all posts (N = 192) into three categories.

The dissemination of branded content and corporate social responsibility, despite being different in each case, show in general an interaction and affective commitment with their stakeholders. In the specific case of Manolo Blahnik and Loewe, they have prioritized their content, in the context of the pandemic, in posts related to social welfare, happiness, mental and physical health care. There are significant differences in the interaction with their audience, which respond very favorably to both “Happiness” and “Health and safety” content.

Originality/value

This study reveals how corporate social responsibility can be achieved using efficient communications in social networks. In this way, the perception of the image of the sector and the reputation can be improved – both sectoral and organizational – which unquestionably translates into economic gains for the brands.

• Social media
• Happiness management
• Social marketing
• Corporate social responsibility
• Branded content
• Luxury brands
• Fashion brands

Acknowledgements

This work is conducted within the framework of ‘Alfamed’ (Euro-American Network of Researchers), with the support of the R+D Project YOUTUBERS AND INSTAGRAMMERS: MEDIA COMPETENCE IN EMERGING PROSUMERS (RTI2018-093303-B-I00), financed by the State Research Agency of the Spanish Ministry of Science, Innovation and Universities and the European Regional Development Fund (ERDF).

Castillo-Abdul, B. , Pérez-Escoda, A. and Civila, S. (2022), "Social media fostering happiness management: three luxury brands case study on Instagram", Corporate Governance , Vol. 22 No. 3, pp. 491-505. https://doi.org/10.1108/CG-05-2021-0201

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Top 40 Most Popular Case Studies of 2021

Two cases about Hertz claimed top spots in 2021's Top 40 Most Popular Case Studies

Two cases on the uses of debt and equity at Hertz claimed top spots in the CRDT’s (Case Research and Development Team) 2021 top 40 review of cases.

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All of this year’s Top 40 cases are available for purchase from the Yale Management Media store .

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2.   Coffee 2016

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IT Governance in Corporate Social Media – A Case Study

2011, Proceedings of IRIS 2011

Organizations are increasingly using social media for business purposes such as marketing, internal and external communication as well as crowdsourcing ideas for product and service development. Relatively few of these organizations have, however, established guidelines for restricting, controlling or encouraging desirable behavior in the use of social media, and aligning its strategic objectives with those of the organization. The concept of corporate governance of information technology (IT) has yet to be applied to the specific case of social media, and there is a need for establishing guidelines for creating policies and guidelines for its alignment with business strategy. Based on earlier literature on social media services, IT governance, and strategic IT alignment, we introduce a Social Media Governance framework. This framework is then used to analyze an exploratory case study in a Finnish industrial corporation, and we outline the emergent issues related to corporate social media governance and strategic alignment.

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The popularity of social networking sites has rapidly increased over the past few years. Social networks provide many kinds of services and benefits to its users like helping them to connect with new people, share opinions with likeminded people, and stay in touch with old friends and colleagues. It allows users to connect and interact with likeminded people. While these tools were originally developed for individual use, the aspects of information sharing and instant responsiveness of social media lend itself well for corporate communications. Through social media platforms, companies can build and promote their brands, introduce new products, and learn about their customer base. Social media becomes an extension of real world communication strategies by allowing enhanced transparency and increasing interaction between companies and their stakeholders. In this paper an attempt has been made to define the role of social media in applying good corporate governance practices and problems arises due to social media and explained precautions can be taken by companies to use social media for the better corporate governance practices.

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The concept of social media is becoming the top of the agenda for many business executives and public sector executives today. Decision makers as well as consultants, try to identify ways in which firms and enterprises can make profitable use of social media and network related applications such as Wikipedia, Face book, YouTube, Google+, Twitter. While it is fun and useful to participate in this media and network for achieving the communication effectively and efficiently, semantic and sentiment analysis and interpretation becomes a crucial issue. So, the objective of this paper is to provide literature review on the business methodology of measuring social media, network and technology related to data, semantics and sentiment or opinion analysis covering business and governance perspectives. In addition to it as a part of governance perspective, a case study on the use and adoption of Social media in Saudi Arabia has been discussed. It is concluded that semantic web technology play a significant role in analyzing the social networks and social media content for extracting the interpretational knowledge towards strategic decision support.

Ansgar Zerfass

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“It takes 20 years to build a reputation and five minutes of to ruin it.” Warren Buffett Abstract The extensive use of social media in today’s globalised business world presents opportunities and challenges for organisations, including boards of directors, stakeholders and regulators. While social media outlets provide extraordinary means for corporations to engage actively with stakeholders, as well as with, market analysts, consumers, suppliers and other members of the corporate community, there are pitfalls and rewards corporations need to heed. There is lack of qualitative research on social media governance and this paper aims to provide a systematic literature review on the governance structures currently in use by major corporations. More specifically, it is aimed at providing insight and options available to governance practitioners in dealing with social media. The major themes that emerged from this review are: - Companies can be vulnerable to damaging publicity that can spread widely over social media networks even if they are not active participants in the social media; Directors need to evaluate reputational risks associated with social media and incorporate mitigation measures to counter the risks. From a total of 2,212 articles and abstracts that refer to corporate governance, social media and risk, only 43 publications qualified as presenting evidence on social media governance and just over half (51%) of the studies were peer- reviewed journals and used in this review. Key words: corporate governance, web 2.0 technology, social media and risk

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Perceptions of social media harms and potential management strategies: vaping case study

• Jonine Jancey 1 ,
• Gemma Crawford 1 ,
• Elizabeth Bowman 1 ,
• Katharina Wolf 2 ,
• Tama Leaver 3 ,
• Stella Bialous 4 &
• Kahlia McCausland 1  

BMC Public Health volume  24 , Article number:  876 ( 2024 ) Cite this article

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The social media landscape is now ubiquitous in people’s everyday lives. It is a space where culture, politics, economics and sociological and public health discourses occur. There is mounting evidence that e-cigarette products are being promoted and advertised on social media, a media platform particularly popular with young people. Our research aimed to understand industry professionals’ perceptions of social media harms and potential management strategies using vaping as a case study.

A critical realist perspective guided reflexive thematic analysis of the qualitative in depth, semi structured interviews. Data collection occurred in January and February 2023 with 13 participants working in the areas of public health, digital media, law, governance, tobacco control and advocacy.

Two superordinate themes emerged from the data: (1) Fathoming a complex system (social media) that contained the subordinate themes of Traversing Boundaries (crossing borders, crossing sectors) and Ungovernable (global and local landscapes, vested interests, self-regulation and opacity). (2) Addressing complexity (social media)– that contained the subordinate themes of Strengthening Institutions (global to local, policy and legislation, individuals and organisations); Defanging Industry (responsibility and transparency, moderation and algorithms, complaints); and Engaging Citizens (raising awareness, framing messaging).

Conclusions

There was consensus among participants that e-cigarette related social media content can be harmful and government action is urgently needed. There was an identified need for the development of government led national-level regulatory frameworks, with government led appropriate legislation; identification of an organisation or organisations with suitable levels of regulatory power and resources to monitor, enforce and penalise noncompliant social media companies; accompanied by increased community awareness raising of harmful social media content and improved digital literacy.

Peer Review reports

Introduction

The social media landscape is now ubiquitous in people’s everyday lives. Culture, politics, economics and sociological and public health discourses occur in this space [ 1 ]. In 2021, more than four billion people worldwide used social media, spending an average of 144 min each day on platforms such as TikTok, Twitter, Instagram, Facebook and YouTube [ 2 ]. These platforms provide users with opportunities to interact with a broad range of global content, exposing them to social change and marketing decisions, including harmful products such as e-cigarettes, an issue of global concern [ 3 ]. Globally, 82 million people were estimated to use e-cigarettes in 2021 [ 4 ], with the global e-cigarette market in 2023 estimated to be worth USD 24.6 billion and predicted to increase by 3.4% over the next five years [ 5 ].

E-cigarette products are known to be harmful to health [ 6 ]. Australia, where this research was centered, has historically taken a precautionary public health approach to e-cigarettes. Regulations have made it illegal to source liquid nicotine without a prescription from a medical doctor [ 7 ]. Yet, recent figures show that more than one-quarter (26.1%) of Australians aged 18–24 have tried e-cigarettes, with ‘ever-use’ [daily, weekly, monthly and less than monthly use], especially high among those who currently smoke (63.9%) [ 8 ]. Almost three-quarters (71.9%) of young people reported using e-cigarettes “out of curiosity,” and one in five (21.7%) used them because they believe that “vaping is less harmful than regular cigarette smoking” [ 8 ]. In response to increased e-cigarette uptake, in January 2024, Australian legislation was introduced banning the importation of single use vapes, with refillable vapes banned from March 2024 [ 9 ].

While traditional forms of e-cigarette advertising and promotion (print, radio and television) are regulated in Australia, tobacco and other independent vaping companies have increasingly turned their attention to social media platforms [ 10 ]. E-cigarette products are promoted and advertised on social media [ 11 ] through user-generated content, advertisements, and social media influencers [ 12 , 13 , 14 , 15 ]. The use of social media is particularly popular among young people [ 11 ]. There is substantial concern about young people’s exposure to e-cigarette advertising and user-generated content on social media, which is associated with lower perceptions of e-cigarette harm and more positive attitudes towards e-cigarettes, leading to the normalization of e-cigarettes and increased use [ 16 , 17 ].

The World Health Organization’s (WHO) Framework Convention on Tobacco Control (FCTC) [ 18 ] was developed in response to the globalisation of the tobacco epidemic. The FCTC is a legally binding treaty with 183 signatories worldwide, that aims to reduce tobacco use and exposure to tobacco smoke. According to Article 13 of the FCTC, “ a comprehensive ban on all tobacco advertising, promotion and sponsorship applies to all forms of commercial communication, recommendation or action and all forms of contribution to any event, activity or individual with the aim, effect, or likely effect of promoting a tobacco product or tobacco use either directly or indirectly .” This ban includes traditional media (print, radio and television) and social media [ 18 ]. However, social media companies are not bound by the FCTC, and the United States (US), which is home to many social media companies, is a non-party to the FCTC [ 19 ].

Currently, social media platforms self-regulate, guided by their own content policies, which refer to prohibited content, including advertising and promotion of tobacco and e-cigarette products. However, it appears these platforms are disregarding their own e-cigarette content policies by permitting non-compliant content to be posted, thereby exposing users to content they should not be exposed to [ 20 , 21 ]. For example, there is evidence that social media account holders are not prevented from using various means to positively promote products on platforms (e.g., competitions encouraging users to share images of vape products, featuring vaping experiences, cross-promotion on alternate social networking platforms, and links to blogs to increase positive, searchable e-cigarette content) [ 22 ].

The self-regulation approach of social media platforms requires review as it is insufficient to control the content promoting e-cigarette products [ 14 , 20 ]. Greater protection of social media users could be achieved by moving from self-regulation to public regulation (enforcement by an independent public regulator), which is legally binding to ensure greater accountability of social media platforms, content moderation, transparency, compliance and enforcement of content policy and sanctions for noncompliance [ 1 ]. Our research aimed to understand industry professionals’ perceptions of social media harms and potential management strategies using vaping as a case study. Although the research focused on Instagram and TikTok, findings could be extended to other social media platforms and other harmful products.

Methodology

We used a critical realist perspective to guide reflexive thematic analysis of the qualitative data [ 23 ]. This approach recognises that an individual’s experiences are socially located, having their own interpreted reality. Critical realism aims to provide a coherent interpretation of data anchored in the accounts of participants. This study was approved by the Curtin University Human Research Ethics Committee (HR2021-0250). The COREQ checklist [ 24 ] guided the reporting of findings.

Research team

The study was conducted at a large public university located in Perth, Western Australia, with input from a collaborator in the US. The research team was composed of members with expertise in public health, social media, law, marketing, tobacco control, and qualitative research.

Eligible participants were from English-speaking countries; aged 18 years and older; were subject matter experts currently working in public health, digital media, law and governance, tobacco control and advocacy, providing a range of perspectives to enable exploration of the topic through multiple lenses.

Recruitment

Seven members of the research team identified potential participants. Once identified, individuals were contacted via email, with any non-respondents being sent a follow-up email two weeks later. The email/s explained the purpose of the study by providing the participant with an information statement and consent form. Interested individuals were invited to contact the research team via email or telephone to express their interest in participating and have any questions answered. Prior to the interview, deidentified examples of e-cigarette-related posts from TikTok (videos) and Instagram (static images) were sent to the participants along with a summary of each platform’s content policies to orientate the participants to the topic and the discussion questions. Online interviews (Microsoft Teams) were arranged for a mutually convenient time.

Data collection

The use of a semi-structured interview guide facilitated flexibility and adaptability within each interview [ 25 ]. The interview guide addressed the following: e-cigarette content on social media; management of e-cigarette content on social media; the development and enforcement of policy and regulations for e-cigarette content on social media; and demographic information (age, sex, type of work and workplace). An iterative process was applied. As new ideas and concepts were discovered, the concepts were integrated into subsequent data collection guiding further adaptation of the interview guide [ 26 ]. The interviews were conducted in English, lasted an average of 36 min (range 35–58 min) and were audio-recorded, with participant informed consent being obtained prior to commencement.

Data analysis

All interviews were undertaken by a trained female researcher (EB), transcribed verbatim by the authors (JJ, EB) and checked for accuracy. Interview transcripts were anonymised and imported into NVivo (v12) to facilitate analysis. The primary author (JJ) initially coded the data. Initial codes were reviewed and discussed with a co-author (GC). Broad themes were constructed, then discussed, refined and confirmed by both authors (JJ and GC). This process facilitated immersion in both the data collection and analysis, thereby ensuring that the data coding adequately described the intentions and content of the interviews [ 27 ]. Reflexive thematic analysis included re-reading interviews to ensure familiarisation with the data, systematic coding of data, grouping of codes, identification of named themes, and refining themes [ 23 ]. As qualitative data looks for themes and patterns, it is important to ensure that the context and narrative are not lost by trying to quantify something that is not meant to be quantified. Accordingly, we did not quantify the data [ 28 ]. To increase the study rigour and trustworthiness of data, participants were emailed their transcript and draft results. This process provided them with an opportunity to provide feedback and check the accuracy of the presentation of findings (member checking). Demographic data were analysed using descriptive statistics (SPSS v26).

Participants’ demographic profile

Thirteen participants agreed to participate in the one-on-one interviews. The participants were mainly female ( n  = 7), employed within a university ( n  = 9) or not-for-profit (NFP) organisations ( n  = 4), and resided in Australia ( n  = 9) or overseas ( n  = 4) (United Kingdom (UK) and US). Seven participants declined our invitation to participate due to time constraints and three did not respond to our email invitations.

Two superordinate themes were constructed from the data: (1) Fathoming a complex system– social media; and (2) Addressing complexity– social media. To support the thematic analysis, de-identified quotes from participants were used in the presentation of the data.

Fathoming a complex system

Participants described the issues and challenges of navigating the social media landscape as it related to e-cigarettes. The subordinate themes of Traversing Boundaries (crossing borders, crossing sectors) and Ungovernable (global and local landscapes, vested interests, self-regulation and opacity) are presented in Fig.  1 .

Fathoming a complex system (theme and subordinate themes)

Traversing boundaries

Crossing borders.

A major challenge of managing e-cigarette content on social media identified by participants was the porous borders that exist within and between countries and regions. These porous borders facilitate global information dissemination and sharing. This reach and cross border transmission of content has been enabled by the extensive global networks and abundant resources of transnational social media companies.

… so, this global reach… just increases the complexities and makes it so much harder [to manage social media content].” (Participant 1: Public health; Australian (Aus) university).

Participants suggested that the ability of posted content to traverse borders was further facilitated by social media users who willingly shared content, because it is well-marketed, targeted, appealing, and seen as an interactive opportunity. This was highlighted by one participant who noted the following:

It’s really hard and tough to try and control social media because it transcends international borders and because a lot of what these companies are doing is trying to get people to pass things on, which they may be doing innocently because they’re, you know, fun, brightly coloured, attractive images. But the marketing is being done, and you know, by people (account holders) that don’t really understand what they’re getting into and what they’re part of, and sometimes for free.” (Participant 10: Tobacco control; UK NFP).

Crossing sectors

Participants reported that the management of social media content was more challenging, due to the number of sectors involved in and affected by social media company activities. Nominated sectors included health, business, media, communication, and law. In Australia, this was exemplified as a matter for cross-portfolio consideration, as one participant noted.

It’s a health issue, but actually, it’s a media issue. And the Communications Minister should be the one to look at it because she’s also got an alternative approach, which is to say social media companies are content service providers under the Telecommunications Act. She can make a content service provider rule, which would be managed by the Australian Communications and Media Authority [ACMA], or enforced by the ACMA, and that rule could be a prohibition against vaping advertising.” (Participant 8: Governance and telecommunications; Aus university).

Social media regulation and policy were highlighted as convoluted and unclear. This led to questions regarding who is, and who should be responsible for the management of social media companies and in turn their content, “ there’s this whole discussion coming out of the ACCC [Australian Competition and Consumer Commission] … and I think one of the questions they’re putting out there is… which entity should be responsible? ” (Participant 12: Consumer advocacy; Aus NFP).

Ungovernable

Global and local landscapes.

Participant narratives suggested that cross-border exposure to e-cigarette content on social media is exacerbated by the differing regulatory and legal frameworks globally, within and between countries and regions. For example, participants suggested that more profuse e-cigarette social media content is generated in countries with liberal tobacco control regulations; however, this same content is also viewed in countries with tighter regulations, such as Australia.

… even if you had great laws… what about the fact that you can access these ads from other countries.” (Participant 4: Public Health; Aus university).

Participants suggested that as a consequence of social media’s relative newness and pervasiveness, the development and implementation of regulations and legislation to manage social media companies was lacking and “ way out of date.” For example:

There is a pretty pressing need to modernise our legislation on all forms of tobacco and related marketing. So, at the moment we’re operating legislation that’s 30-odd years old.” (Participant 4: Public health; Aus university).

Vested interests

Participants noted a range of actors with vested interests that included the tobacco and vaping industry, proponents of vaping, influencers, and the social media platforms themselves. The actors’ actions were at times recognised as conflicting with social media platform content controls, and that these actions directly benefited them (i.e. tobacco and vaping industry, proponents of vaping, influencers), and subsequently the platforms. For instance, the tobacco and vaping industry, along with proponents of vaping and influencers capitalised on high exposure, effective promotional opportunities, and the ability to engage and reach extensive audiences using relatively little effort and resources. In turn these actions had the potential to result in substantial revenue for social media companies. These industries were identified as the “ power in the marketplace.” One participant stated.

… the only entities that really have a global lens on social media trends and regulation are the [social media] companies themselves.… See, the earth is basically one country in their mind.” (Participant 13: Global public health policy; UK university).

Several participants highlighted the consequential opposition that social media companies and other interested actors would enact, both directly and indirectly to avoid outside regulation. For example, “[opposition] from the people who are doing things on Instagram… But there’ll be much stronger opposition from the companies behind them, the industries behind them and other related industries.” (Participant 4: Public health; Aus university).

Self-regulation

Current self-regulation of platform content by social media companies was broadly reported as hindering the ability to adequately manage e-cigarette content. Self-regulatory models were predominantly viewed as inappropriate, problematic, not workable and “ in favour of industry” [social media companies]. Overwhelmingly, participants highlighted the ineffectiveness of self-regulation in this space, “Self-regulation is just ultimately, you know, largely a failure… There’s no incentive to do it.” (Participant 11: Public health; US university).

Participants suggested that platform self-regulation was inadequate in ensuring e-cigarette content moderation occurred, as platforms could choose when to enforce, or not to enforce, even their own content policies:

They don’t even get slaps on the wrist typically. And as a result, we’re seeing not enough done about this kind of content that is very harmful.” (Participant 2: Law and social media; Aus university).

The reported lack of repercussions for this behaviour contributed to perceptions that the companies were ungovernable. Participants suggested that social media companies perpetuated this notion to further a self-regulation agenda to policymakers, who were viewed as lacking the knowledge needed to make reforms and were slow to regulate:

“This idea that we would allow a newspaper or a billboard company to self-police and then just go oh, that’s a shame when the self-policing didn’t work, it’s nonsense. So why do we allow that to happen with digital media companies? Because our lawmakers are old and tired and can’t figure out how to regulate these platforms? It’s just lazy.” (Participant 5: Public health; Aus university).

However, there was minority support for some degree of self-regulation using a stepwise approach:

So firstly , [social media companies] write a [self-regulatory] code . If your code is strong enough, then we’ll let you run with it.…And if you fail, we’ll make it mandatory, and your failure will lead to pecuniary penalties.” (Participant 8: Governance and telecommunications; Aus university).

Participants commented on the challenges of distinguishing between organic, or paid/commercial content, reporting that different types of content can influence opinions as to how this content should be managed. Participants suggested that individuals produced organic content to present opinions, while commercial content was supported by vested interests and represented potential financial gain. Organically produced content by individuals was seen as “ a much greyer area” .

Popular forms of expression about or representation of vaping by ordinary social media users, by musicians, artists, celebrities and so on. I mean, you can’t ban that in the sense that you can’t ban people from posting images of themselves smoking or drinking or doing other stupid things .” (Participant 9: Digital media; Aus university).

The commercial benefits that influencers gain from sharing content on their accounts means they need to use appropriate hashtag terms (e.g., #ad, #sponsored and #gifted) to identify partnerships and renumerations in their posts. However, participants questioned the effectiveness of terms such as ad and sponsored in drawing adequate attention to the incentives and payments received, as these hashtags were not noticeable in the context of the post:

I personally am not convinced that #ad is sufficient to bring full attention to [social media] users that it might be a paid promotion.” (Participant 12: Consumer advocacy; Aus NFP).

Participants also questioned whether the use of hashtags was ultimately just a way around policy and regulation.

It’s a form of commercial communication. It’s an advertisement.” (Participant 5: Public health; Aus university).

There was also commentary by participants regarding known influencer activity, with one participant stating:

I know for a fact that influencers are being used to promote these products [e-cigarettes] 100%. Like you’d have to be very naive to not think that’s happening.” (Participant 5: Public health; Aus university).

Addressing complexity

Participants described potential strategies to address the perceived complexities of the social media landscape as it related to e-cigarettes. The subordinate themes were Strengthening Institutions (global to local, policy and legislation, individuals and organisations); Defanging Industry (responsibility and transparency; moderation and algorithms; complaints); and Engaging Citizens (raising awareness, framing messaging), as presented in Fig.  2 .

Addressing complexity (theme and subordinate themes)

Strengthening institutions

Global to local.

The management of social media content was seen as a global issue, requiring a global response. Narratives highlighted the importance of cross-border collaboration and international cooperation through government involvement and leadership, to enable appropriate management of e-cigarette related content on social media.

The WHO was nominated “as an engine and driver” to lead global action through its FCTC, with reference to Article 13 (which lays down basic obligations to Parties to ban tobacco advertising, promotion and sponsorship).

But it’s only going to really be effective [management of e-cigarette related content on social media] and happen, if government bodies and global cooperation through the [WHO] FCTC actually make it illegal and charges these media companies for violating the law.” (Participant 5: Public health; Aus university).

Conversely, one of the participants had a conflicting opinion of the WHO FCTC, believing its position had been weakened, stating that “ it [WHO] has been relatively defanged.” (Participant 11: Public health; US university).

Some participants argued that although social media companies are global businesses, they operate in regions and “ have the capacity to adapt their offerings within jurisdictions based on regulatory standards and posture of regulators.” (Participant 12: Consumer advocacy; Aus NFP). Cases were cited where social media companies had operated to remove certain content based on the requirements of specific regions. For example, the eradication of alcohol sales on eBay (sales of alcoholic beverages is only allowed by pre-approved sellers who hold a valid liquor licence and buyers older than 18 years of age). Other cited examples of local action at a country-level, included the following.

I think it’s totally possible for nations to have national-level frameworks that control what platforms can and can’t do. And again, I think the EU [European Union] with the General Data Protection Regulation (GDPR) has really shown us you can do that, and Australia has as well around things like the News Media Bargaining Code.… you can set national rules for platforms if you’re a valuable market and they will comply with them.” (Participant 9: Digital media; Aus university).

Policy and legislation

Participants called for appropriate legislative change to enable the management of social media companies and in turn the management of their content. Existing content policies driven by social media companies could reportedly be “ easily wormed out of ,” while legislation was suggested as far more powerful.

Well, we need a regulatory framework to cover the social media platforms. I don’t think policies… they might have of their own, that you know, prohibits sale and prohibition of tobacco products and e-cigarettes, is sufficient, because it’s not being complied with. And so, you need actual laws and rules and enforcement mechanisms to make sure that they follow suit. ” (Participant 12: Consumer advocacy; Aus NFP).

However, participants emphasised that whatever legislation is introduced, the responsible governing body or organisation must have the authority, and resources to monitor and enforce legislation and “ the power to penalise” to make social media companies comply.

… the only way you’re gonna stop these companies is with massive financial fines and public naming and shaming, so you need to name and shame - who violated it, the processes, how much they were fined. And they need to pay those fines. And look, I have no concept of how much money is a lot of money. Is a million dollars a lot of money?… Is a billion dollars a lot of money?” (Participant 5: Public health; Aus university).

Individuals and organisations

Participants recognised a range of individual and organisational actors that could and should play a role in managing social media content, whether that be through advocacy, oversight or legislative controls. Participants strongly emphasised the central role of government in stewarding this issue.

… it’s a government responsibility to me. You know that, just like it is for all of our other tobacco control laws.” (Participant 10: Tobacco control: UK NFP).

Participants spoke of the need for government leadership and political actors in the areas of communications, health and business. In addition, there were several government and government statutory organisations that were nominated as needing to play a current or future role in social media content management, in Australia, as cited below:

We’ve got a group of regulators , [such as] the eSafety Commissioner, the Australian Communications and Media Authority [ACMA], the Office of the Australian Information Commissioner, which is the Privacy Commissioner and the ACCC [Australian Competition and Consumer Commission] have a working group [working group on digital platforms], which is basically looking at platform issues.” (Participant 8: Governance and telecommunications; Aus university).

Other organisations nominated to oversee social media content, included the Australian Therapeutic Goods Administration (TGA) and local and federal departments of health. Participants argued that any organisation charged with this responsibility required appropriate levels of power to be effective. Participants also acknowledged the importance of intersectoral collaboration, which would bring together various actors with assorted knowledge and skills to inform discussions and action for better management of social media content, including:

… people who are working in the social media, communications, and public health space would be a good point of departure, and then lawyers who are active in communications laws, laws pertinent to communications.” (Participant 3: Public health and social media; US university).

Defanging industry

Responsibility and transparency.

Participants noted that social media platforms have the capacity to remove accounts when they violate their content policies. Systematic enforcement of this approach was recommended with one participant suggesting, “ anyone who breaches it [content policy]… kick them out of social media permanently…” (Participant 2: Law and social media; Aus university).

It was suggested that “ buy-in” from companies regarding any strategy to better manage their social media content would be beneficial as “ they are extremely powerful, politically and economically.” (Participant 12: Global public health policy; UK university). There was also recognition by participants that social media companies were facing lawsuits in the US due to their failure to manage content. These lawsuits may act as an incentive or catalyst for them to be more proactive in managing the content on their platforms. Some participants recommended consulting with social media companies to determine how they were going to manage content, and consultations with jurisdictions that had introduced controls:

You know the EU is probably the strongest example of that, whereas they might not have done something particularly around vaping, they’ve done lots around putting requirements on platforms to monitor and manage certain kinds of content.” (Participant 9: Digital media; Aus university).

Participants reported that adequate control of e-cigarette related content on social media would require transparent action by social media platforms for all types of content, including advertising, which participants suggested can be ephemeral. For example, participants cited the example of Facebook where it had tried to be more transparent with political advertising:

They only do it for political adverts, but I think having some kind of function where you could actually go and search for sponsored content generally would seem like a potential goal to reach. So at least you can see the amounts they reach by category.” (Participant 13: Global public health policy: UK university).

Moderation and algorithms

Participants suggested that social media platforms should continue using and expanding the role of people moderators to manage content. Currently, moderating processes are used by social media companies, but individuals expressed the need for this activity to be more focused and better resourced. For example.

… content moderators are real people sitting in suburban Manila who are watching video material and photo material as it goes up, so you could do that. (Participant 8: Governance and telecommunications; Aus university)

Social media companies also develop algorithms (a set of rules to be followed in calculations or problem-solving for computers) to manage their content. Participants suggested algorithmic moderation approaches as a practical approach to the management of social media content. Narratives also suggested a perception that algorithms could provide a mechanism to ensure the identification and removal of content or prevent certain content from ever existing. There was the suggestion that “ some of the best” software engineers work at these social media companies, who hold suitable expertise to effectively manage content:

Detecting vaping using algorithmic approaches is likely to be more successful than some other things that you want to get rid of… just detect it and delete it, it’s not an unreasonable first bit to do.” (Participant 8: Governance and telecommunications; Aus university).

There were recognised opportunities for maintaining and extending complaint systems at the individual and organisational levels. For example, participants noted that at the individual level community members could challenge or complain directly to the social media account holder who posted the content.

There was an influencer who didn’t display #AD. I wrote on his Instagram. Hey, you didn’t put #AD or #SP [sponsored], with a smiley face. So, he deleted my comment and changed his thing within like an hour.” (Participant 2: Law and social media; Aus university).

Alternatively, participants suggested that complaints could be made to the social media platform by “having a simple social media user complaint system that says I’ve seen this content.” (Participant 8: Regulation and governance; Aus university).Participants also described the role of an independent complaint panel as used in other areas of public health, which was seen as having added benefit of addressing the limitations of self-regulatory, industry-led systems:

The other thing that I think has been done in Australia in the context of alcohol, is the civil society have set up independent panels where people and users can send complaints to put pressure on the Government. Because industry-led or affiliated panels tend to be quite weak and will actually turn a lot of complaints away or dismiss them.” (Participant 13: Global public health policy: UK university).

Engaging citizens

Raising awareness.

Narratives suggested that to effectively raise awareness of e-cigarettes and their impact, public education, particularly with specific target groups, such as the general community and decision makers was required. Participants suggested that recommendations for better management of social media content could act as a catalyst for change without the community seeing such changes as “a threat to their freedom” , or politicians being concerned that it may “ cost them votes”. For this to occur, participants noted the need for a strong understanding of social media content management, and the benefits of better content management including reduced community exposure to harmful products. This included the need for critical health and media literacy.

So, for me, from a [country redacted] perspective, you need both regulation and awareness raising and critical analysis. So, I think we have to engage with the target audience. We have to engage with young people, and we have to make them aware of how these multinational corporations are trying to addict them and why these products are not, in reality, not the way that the image is being presented.” (Participant 10: Tobacco control; UK NFP).

Framing messages

Communicating the need for improved management of harmful content on social media was also suggested by participants. This included using strategies employed by public health actors in tobacco and alcohol control, such as putting pressure on social media companies regarding inappropriate content and drawing attention to the vested interests of companies selling harmful products. In addition, participants suggested building on existing work by taking a combined approach to harmful products (including gambling, smoking, and ultra processed foods) and calling for an enforcement agency that addresses harmful products more broadly.

“I think it’s very hard to look at vaping in isolation from other harmful product industries and the commercial determinants of health more generally. I think partly it allows you to build much bigger advocacy coalitions and tie into much bigger conflicts of interest.” (Participant 13: Global public health policy: UK university).

These strategies were highlighted as providing an opportunity to gain the attention of a range of political actors and build advocacy opportunities. In addition, participants suggested positioning harmful products more strongly through a social justice lens, “ particularly regarding the rights of children and the right to health” (Participant 13: Global public health policy: UK university) and as a contributor to noncommunicable disease through the promotion of harmful products:

So, we need to be looking at e-cigarettes, tobacco, alcohol, unhealthy food and drink. You know, Coca-Cola, et al, who are really running rampant because they have the resources and the time, they can buy in the expertise to do so.” (Participant 10: Tobacco control; UK NFP).

Social media has changed the way people communicate, interact and access information, goods and services, providing a forum for exposure to a range of imagery and opportunities that often do not occur in the ‘real world’ [ 29 ]. There has been aggressive promotion of e-cigarettes via social media, specifically targeting adolescents and young adults [ 30 , 31 ], supporting the normalization of e-cigarettes and increased use [ 16 , 17 ]. How to deal with this new borderless digital media environment is a public health challenge.

By speaking with people who identified as working in public health, digital media, law, governance, tobacco control and advocacy, and using e-cigarette content on social media as a case study, we identified the complexity of the social media environment and potential opportunities for controlling the ready exposure to harmful content, via the themes of strengthening institutions, defanging industry and raising awareness.

In considering how to deal with social media content, we need to acknowledge the structural power of tobacco, vaping and media companies and highlight their global capacity to influence individual and community behaviour, as well as policy and public health outcomes [ 32 ]. Responding to this dynamic and financially lucrative environment presents a range of challenges, particularly considering the power of social media companies, the limited experience of regulators, and relative sluggishness of regulatory action to catch up to technology [ 33 ].

Social media platforms provide a powerful, inexpensive, and pervasive marketing stage for products, generating revenue primarily by collecting user data and capturing their attention, which is then monetised through advertising services [ 29 , 34 ]. There are currently 4.9 billion social media users worldwide [ 2 ], spending an average of 144 min each day online [ 35 ]. These exposures and interactions translate into significant dollars for digital platforms, with TikTok generating $350 million in revenue in 2022, and Facebook, Instagram, Twitter, and Snapchat together generating $205 million [ 35 ]. The global e-cigarette market is expected to grow to USD 28.17 billion by 2023, with the online distribution channels expected to register the fastest growth [ 36 ].

Considering the global operations of social media companies, our study participants recognized that coordination across borders is critical to the management of the platforms and their content [ 29 ]. Some participants highlighted the relevance and leadership opportunity of the WHO FCTC, specifically Article 13 [ 18 ], while others were less sure about this approach. FCTC Parties have recognized the challenges around monitoring and enforcing cross-border advertising, and have called for processes that more effectively facilitate global cooperation to ban cross-border advertising and sponsorship [ 37 ]. However, others in our study, particularly those from the social media area, suggested that content could be controlled at a country level.

Participants in our study provided examples of regulations that have already been implemented to manage social media companies and their content at a country level. These examples included the EU’s General Data Protection Regulation, considered one of the strictest privacy and security laws globally [ 38 ]; and the Australian News Media and Digital Mandatory Bargaining Code, which enables Australian news businesses to bargain with digital platforms regarding payment for news. Other examples include the UK Online Safety Act [ 39 ], which ensures social media platforms are held responsible for the content they host [ 40 ] and Australia’s recently introduced Public Health (Tobacco and Other Products) Act 2023 [ 9 ] which will aim to address the proliferation of e-cigarette advertising and promotional activities on social media. How this particular Australian legislation, proposed to commence in April 2024, is enacted, and its effectiveness remain to be seen. It will be crucial that this legislation is regularly reviewed to limit the development of loopholes and ensure it maintains effectiveness in the dynamic online environment [ 37 ].

These examples of current and proposed regulations have been introduced at a country level by government to manage social media companies and the content published on their platforms, demonstrating that these companies are governable. However, any government lead regulation needs to be accompanied by overseeing organisations that have access to the resources to monitor, enforce and appropriately penalise these companies for non-compliance [ 41 ]. Identifying these agencies is another step in the process of governance and will require continuing government leadership to ensure society and individuals are protected from harm in this online environment [ 29 ].

More specifically, those participating in our study stated that self-regulation was largely a failure, as the growing digital marketplace provided the ideal environment for those with vested interests to promote and distribute e-cigarettes and other harmful products globally, via organic and commercial content [ 42 ]. However, no matter what legal regulations are imposed on platforms their internal commitment to self-regulation will impact compliance [ 43 ]. These companies still need to have clear policies and community guidelines that set the rules for conduct, as presently they are often vague and unclear [ 43 , 44 ].

Currently social media company policies are enforced via a mix of moderation processes that include outsourced workers reviewing content, machine learning tools that detect and remove content, and internal policy teams that set standards and oversee the processes [ 45 ]. These moderation processes can be challenging due to their inability to interpret language, and context and community standards, making it difficult to distinguish between problematic and permissible posts [ 46 ]. Nonetheless, it is important to have ongoing monitoring and evaluation of moderation processes to assess the viability of any of these actions.

Drawing on our findings, we call for open community dialogue about social media companies’ operations to increase awareness of their processes and impact. This dialogue needs to include regulators so that informed debate can lead to appropriate cultural change around expectations of the company’s behaviour and in turn the content they host. Open dialogue will enable increased awareness about e-cigarettes and potentially other harmful products, such as gambling, alcohol, and ultra processed foods. Accompanying this, community online media literacy education and resources could be introduced to enable increased awareness and knowledge of what content is permissible and the implications of interacting in the online environment [ 29 ]. Equipping people with the skills to critically evaluate online information, will reposition the media user as an active participant [ 47 ]. Providing an independent easily accessible community complaints systems will further enhance the role of individuals and the community in managing social media content.

Limitations

Our study’s sample size of 13 may be considered a study limitation, however, it does provide a range of insights into the challenges and opportunities for management of social media content. In addition, social media is a dynamic environment and therefore recommended responses to better manage its content may change over time.

Through qualitative insights, participants working in the areas of public health, digital media, law, governance, tobacco control and advocacy, identified a range of levers that could be enacted to decrease exposure to e-cigarettes and theoretically to other harmful content on social media.

The management of social media content was seen as a global issue, requiring a global response, with the narrative highlighting the importance of cross-border cooperation. However, at a country level, government oversight and actions are the priority. This should comprise the development of national-level regulatory frameworks, which have government leadership and appropriate legislation; and in the Australian context, identification of organisation/s with suitable levels of regulatory power and resources to monitor, enforce and penalise noncompliant social media companies. This activity should be further facilitated by an effective independent complaints panel and also an internal commitment from social media companies to protect their users from exposure to harmful content.

In parallel, participants also identified the need to raise community awareness regarding social media platform operations. In particular strategies are needed to increase digital literacy regarding harmful social media content in conjunction with framing messages to increase pressure on social media companies to improve the management of unwanted and harmful content. Social media companies need to take responsibility for content published on their platforms, as these platforms need to be safe environments that do not expose users to harmful products that can increase adverse health outcomes.

Data availability

No datasets were generated or analysed during the current study. The dataset is available on reasonable request to the corresponding author.

Code availability

Not applicable.

Abbreviations

Australian Competition and Consumer Commission

Australian Communications and Media Authority

Framework Convention on Tobacco Control

Not-for -profit

Therapeutic Goods Administration

United Kingdom

United States

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Acknowledgements

We would like to acknowledge and thank the 13 people who agreed to participate in the study and those who reviewed the manuscript.

This work was supported by the Western Australian Health Promotion Foundation, Healthway (grant number 32089).

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Jonine Jancey, Gemma Crawford, Elizabeth Bowman & Kahlia McCausland

School of Management and Marketing, Curtin University, Kent Street, Perth, WA, 6102, Australia

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School of Nursing, University of California, San Francisco, San Francisco, CA, 94158, USA

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Contributions

Funding acquisition: JJ, KM, TL, KW, and SB; Conceptualisation of research: JJ, KM, TL, KW, SB, EB; Project administration: JJ, KM; Data curation: JJ, EB; Methodology: JJ, KM, TL, KW, EB; Formal analysis: JJ, GC;Writing of main manuscript– original draft: JJ, GC; Writing– review and editing: JJ, KM, TL, KW, SB, EB.All authors have read and agreed to the published version of the manuscript.

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Correspondence to Jonine Jancey .

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JJ has received funding from the WA Health Promotion Foundation (Healthway). She is also on the Board of the Australian Council of Smoking and Health (unpaid role.

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Jancey, J., Crawford, G., Bowman, E. et al. Perceptions of social media harms and potential management strategies: vaping case study. BMC Public Health 24 , 876 (2024). https://doi.org/10.1186/s12889-024-18362-8

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• Leveraging Corporate Social Responsibility for Brand Growth: A Case Study

Corporate Social Responsibility (CSR) has become a buzzword in the business world, with brands increasingly recognizing the importance of giving back to society. But what exactly is CSR, and why is it crucial for brands looking to thrive in today’s competitive market?

This article explores the impact of CSR on brand reputation, consumer behavior, and overall growth. We’ll also delve into how brands can leverage CSR by aligning with their values, engaging in cause marketing, and partnering with non-profit organizations. We’ll examine successful examples like TOMS Shoes, Patagonia, and Ben & Jerry’s while highlighting potential challenges in implementing CSR for brand growth.

If you’re looking to understand the benefits and strategies of leveraging CSR for brand success, this article is a must-read.

What Is Corporate Social Responsibility (CSR)?

Corporate Social Responsibility (CSR) refers to a business model that emphasizes the integration of social and environmental concerns in its operations, going beyond profit-making to contribute positively to society and the planet.

In today’s competitive business landscape, leveraging Corporate Social Responsibility (CSR) for brand growth has proven to be a highly effective strategy. A compelling case study in this realm is the integration of sustainable and green practices, corporate wellness programs, and support for local fruit delivery hubs . These initiatives not only demonstrate a company’s commitment to employee health and environmental stewardship but also resonate strongly with consumers who value ethical and sustainable business practices. By prioritizing workplace wellness solutions, engaging in sustainable agriculture, and fostering community support through local delivery networks, businesses can significantly enhance their brand reputation, attract a loyal customer base, and drive long-term growth. These efforts underscore the importance of responsive and responsible business practices that go beyond profit, highlighting a holistic approach to corporate success.

This approach plays a crucial role in enhancing brand growth by fostering trust and credibility among consumers who are increasingly conscious of the impact of businesses on society. By aligning with sustainable practices, engaging in philanthropic activities, and upholding ethical standards, companies can build a positive brand image that resonates with socially responsible consumers. 

Why Is CSR Important for Brands?

CSR plays a pivotal role in shaping the reputation and success of brands by fostering social impact, engaging stakeholders, building consumer trust, and enhancing brand reputation.

By actively participating in CSR initiatives, companies showcase their commitment to making a positive difference in society beyond just their products or services. This not only resonates with consumers who are increasingly prioritizing ethical and sustainable business practices but also helps in strengthening relationships with various stakeholders including employees, investors, and local communities.

Through CSR, brands can demonstrate their values and purpose, leading to a more loyal customer base and a competitive edge in the market. Companies that prioritize CSR are often viewed as responsible corporate citizens which can further enhance their brand image and reputation.

How Does CSR Affect Brand Reputation?

Corporate Social Responsibility significantly influences brand reputation by showcasing a commitment to ethical practices and sustainable initiatives, thereby strengthening consumer trust and loyalty.

Consumers are increasingly drawn to brands that align with their values and demonstrate social and environmental responsibility. Through CSR efforts, companies not only contribute positively to society but also differentiate themselves in a competitive market. Integrating CSR into a marketing strategy can enhance brand recognition and attract socially conscious consumers. By operating ethically and transparently, businesses build credibility and goodwill with stakeholders, fostering long-term relationships based on trust. Upholding corporate values and adhering to ethical standards can lead to increased brand loyalty and positive word-of-mouth recommendations.

How Does CSR Impact Consumer Behavior?

CSR initiatives have a profound impact on consumer behavior, influencing brand loyalty, shaping reputation management, and encouraging support for brands with robust social responsibility programs.

Consumers today are increasingly mindful of the ethical practices of the companies they choose to support, and they often favor brands that align with their values. By engaging in CSR initiatives, companies not only demonstrate their commitment to social and environmental causes but also foster a sense of trust and credibility among consumers.

This trust plays a crucial role in building brand loyalty, as consumers are more likely to remain loyal to companies that demonstrate a genuine concern for societal welfare. A strong CSR strategy can enhance a company’s reputation in the eyes of consumers, leading to increased goodwill and positive brand associations.

These positive perceptions can ultimately translate into greater customer retention and brand advocacy, as socially conscious consumers are drawn to companies that prioritize social responsibility.

What Are the Benefits of CSR for Brands?

The benefits of Corporate Social Responsibility for brands are multifaceted, encompassing enhanced brand image, precise impact measurement, ethical branding practices, and transparent sustainability reporting.

By engaging in CSR initiatives, brands not only contribute positively to society but also strengthen their reputation among consumers. Customers are increasingly conscious of businesses’ social and environmental efforts, and a strong CSR strategy can differentiate a brand from its competitors.

Brands that prioritize ethical branding build trust and loyalty with consumers, forming long-lasting relationships. Transparent sustainability reporting adds to a brand’s credibility, demonstrating accountability and driving stakeholder engagement.

How Can Brands Leverage CSR for Growth?

Brands can leverage Corporate Social Responsibility (CSR) as a catalyst for growth by integrating sustainable development practices, fostering community engagement, and embodying the values of corporate citizenship.

This integration of CSR principles not only benefits the company’s reputation but also plays a crucial role in creating a positive impact on society and the environment. By actively engaging with communities and investing in sustainable initiatives, brands can build long-lasting relationships and trust among stakeholders. Embracing corporate citizenship means aligning business practices with ethical standards and taking responsibility for the impact of operations. Through these actions, brands can enhance brand loyalty, attract socially conscious consumers, and differentiate themselves in a competitive market.

Aligning CSR with Brand Values and Mission

Aligning Corporate Social Responsibility initiatives with a brand’s core values and mission establishes a framework for ethical practices, social accountability, and a sustainable brand identity.

In today’s socially-conscious consumer landscape, customers are increasingly looking beyond products and services; they seek brands that demonstrate a genuine commitment to making a positive impact on society and the environment. By integrating CSR initiatives that reflect the brand’s values, businesses can strengthen their relationship with customers, build trust, and distinguish themselves from competitors.

Ethical practices not only showcase a company’s integrity but also contribute to long-term success by fostering a loyal customer base and attracting top talent who align with the brand’s ethical standards. Social accountability reinforces a brand’s reputation and builds community goodwill, fostering a positive brand image that resonates with stakeholders.

Creating a sustainable brand identity through CSR initiatives not only benefits society and the environment but also enhances brand perception, attracting socially-conscious consumers and setting the brand apart in a crowded market.

Implementing Sustainable Practices

Implementing sustainable practices is a cornerstone of CSR, involving the adoption of environmentally friendly initiatives, green initiatives, and strategies for achieving sustainable growth within the brand ecosystem.

This commitment not only benefits the environment but also enhances brand reputation and strengthens customer loyalty. By aligning sustainable growth strategies with core brand values and long-term objectives, companies can demonstrate their dedication to social and environmental responsibility.

From reducing carbon emissions to promoting waste reduction and supporting ethical sourcing practices, businesses have the opportunity to make a tangible impact on the world while also driving innovation and long-term profitability.

Embracing sustainable practices is not only a moral imperative but also a strategic necessity in today’s competitive marketplace.

Supporting Employee Volunteerism

Encouraging employee volunteerism fosters a culture of engagement, promotes supply chain transparency, nurtures a positive corporate culture, and reinforces the social purpose of the organization through active participation.

When employees actively engage in volunteer activities, it not only strengthens their bond with the company but also creates a ripple effect of goodwill in the community. This kind of involvement enhances the organization’s reputation and can positively impact consumer perception.

Having a socially responsible supply chain increases transparency, builds trust with stakeholders, and reduces the risk of unethical practices. Such initiatives contribute to creating a supportive and inclusive corporate culture, where employees feel valued and motivated to contribute beyond their roles, leading to a workforce that is dedicated to driving the brand’s social purpose and sustainability goals.

What Are Some Successful Examples of CSR-Driven Brand Growth?

Numerous brands have achieved remarkable growth through CSR-driven strategies that focus on brand differentiation, corporate influence, and effective implementation of CSR practices to drive business success.

One successful example can be seen in a major clothing retailer that has significantly expanded its customer base by implementing sustainable sourcing practices and donating a portion of its profits to environmental causes. By aligning its brand with eco-conscious values and engaging customers in its mission, the retailer has set itself apart from competitors and fostered a loyal following. The positive impact of this corporate initiative has not only boosted the brand’s reputation but also contributed to increased sales and market share.

TOMS Shoes exemplifies impactful CSR-driven brand growth through its commitment to social impact, ethical branding practices, and compelling brand storytelling that resonates with conscious consumers.

The social impact initiatives of TOMS Shoes, such as the One for One model where for every pair of shoes sold, a pair is donated to a child in need, have not only transformed the lives of many but have also solidified the brand’s reputation as a pioneer in ethical business practices. By incorporating sustainability, transparency, and community support into its core values, TOMS has managed to foster a loyal customer base that actively participates in the brand’s mission to create positive change in the world.

Patagonia stands out as a beacon of CSR-driven brand growth by prioritizing environmental stewardship, cultivating a sustainable brand identity, and championing brand advocacy for sustainable practices.

Their commitment to environmental stewardship transcends mere compliance with regulations, as they actively engage in initiatives like reducing emissions, using sustainable materials, and advocating for environmental conservation policies. Through these actions, Patagonia has not only built a reputation as a sustainable brand but has also influenced other companies to follow suit, thereby catalyzing positive environmental change. By effectively integrating their CSR practices with authentic brand advocacy, Patagonia continues to demonstrate how a business can thrive while empowering sustainability and corporate responsibility.

Ben & Jerry’s

Ben & Jerry’s exemplifies CSR-driven brand growth through extensive community engagement, seamless integration of CSR principles across operations, and the embodiment of authentic brand values that resonate with consumers.

Their commitment to the community is evident in their support for various social causes, such as environmental sustainability and fair trade practices. By prioritizing these issues, Ben & Jerry’s showcases a genuine dedication to making a positive impact beyond just profits. This genuine approach not only enhances their brand image but also fosters a deeper connection with consumers who value companies that stand for something meaningful. The authenticity of their CSR efforts translates into increased consumer trust and loyalty, solidifying Ben & Jerry’s position as a socially responsible brand leader in the industry.

What Are the Potential Challenges of Implementing CSR for Brand Growth?

While implementing CSR can lead to brand growth, brands often face challenges such as balancing profit with purpose, maintaining authenticity in CSR efforts, and effectively communicating impact to stakeholders.

• Finding the right balance between profit-making and social responsibility is key for companies looking to build a strong brand through CSR initiatives.
• Authenticity plays a crucial role in this process, as consumers are increasingly demanding transparency and genuine commitment to social causes.

To succeed, brands must invest in measuring the impact of their CSR activities and develop clear communication strategies to convey this impact to customers, employees, and the wider community. By aligning their values with their actions, brands can build trust, loyalty, and a positive reputation in the market.

Measuring and Communicating Impact

Measuring and effectively communicating the impact of CSR initiatives is a crucial yet challenging task for brands, requiring precise impact measurement, social impact assessments, and transparent CSR reporting.

This process involves going beyond monetary gains to capture the broader social and environmental changes resulting from CSR efforts. Strategies like conducting stakeholder consultations, utilizing key performance indicators for social impact, and employing qualitative and quantitative evaluation methods are essential to understand the true reach and effectiveness of CSR initiatives.

Accurate reporting not only builds credibility but also encourages stakeholder engagement and trust. Transparent communication of CSR outcomes through various channels such as annual reports, sustainability reports, and dedicated web platforms helps in maintaining stakeholder relationships and showcasing the organization’s commitment to social responsibility.

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Archit Prajapati

Archit Prajapati is a Content Marketer at TheFruitGuys - A fruit Delivery platform. He has deep knowledge and interest in working with new marketing strategies. He specializes in promoting health and wellness with his unique content ideas. In his free time, he loves to watch Cricket, read spiritual and marketing books, and play music.

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Opinion | The bombing of Erbil is a case study in misinformation

Real events spawn online fabrications, making data analysis an important tool for truth

This commentary was published in commemoration of International Fact-Checking Day 2024 , held April 2 each year to recognize the work of fact-checkers worldwide. Tech4Peace is a fact-checking organization that focuses on debunking misinformation that promotes violence; its current focus is on the Middle East and Iraq. A longer version of this piece is available on the Tech4Peace website .

The bombing of Erbil in the Kurdistan region of northern Iraq on Jan. 15 also resulted in waves of disruption across social media platforms and feeds. The Iranian Revolutionary Guard claimed responsibility for the attack, saying its intent was to destroy espionage headquarters connected to Israel.

But as the real and virtual dust settled, it became evident that misinformation around the tragedy had blurred the lines between truth and fabrication. Whatever the facts of the Erbil bombing on the ground — some of which are still being determined — the online conversation was dominated by manipulation and readily debunked propaganda.

Let’s delve into the numbers and narratives that emerged in the wake of the bombing, shedding light on the tangled landscape of online discourse.

Statistics before and after the bombing

To analyze the online environment, Tech4Peace found hashtags in the original Arabic that translated to #Erbil_Safe_For_Zionists, #Erbil_Den_Of_Zionists, #Iranian_Revolutionary_Guard, #Bombing_Erbil, Mossad, and #Erbil. An estimated 179.6 million people were reached through 18,000 posts spanning cities worldwide between Jan. 14 and Jan. 24. The chart below shows posting density, with a darker color indicating a higher density of posts; posting reached the highest densities in Iraq, Iran, Saudi Arabia and the United States.

(Courtesy: Tech4Peace)

The chart below shows the number of posts that bear those hashtags, which were published, tagged (mentioned) and reposted. The following chart breaks down the demographics of accounts engaging with these hashtags, revealing a diverse spectrum of participants. From individuals with a modest following to influencers with thousands of followers, the discussion permeated through various strata of social media.

However, it’s not just about the numbers; it’s about the narrative they construct.

The languages spoken in these posts were mostly Arabic, followed by Persian. This linguistic division reflects engagement predominantly from Iraq and Iran.

Some users, residing in seemingly unrelated countries like India or South Korea, joined the discourse. Possible explanation? Iraqis living abroad, the use of bots and the cloak of virtual private networks, which obscure geographical boundaries in the digital realm.

Along with the hashtags, fabricated stories, crafted to support the Iranian narrative, flooded social media feeds. But upon closer inspection, many of the claims used fabricated evidence.

Take, for instance, an Instagram-style post purportedly from Al Jazeera, depicting an emergency Israeli National Security Council meeting in response to Iranian strikes. However, the Al Jazeera channel never broadcast such a news item or anything similar. The post was a cleverly disguised forgery.

Similarly, images circulated portraying Kurdish businessman Peshraw Dizayee in the company of security forces, Mossad agents and a rabbi. Yet, meticulous investigations debunked these as digitally altered fabrications .

Even videos, ostensibly showcasing American consulate defenses in Erbil, proved to be recycled footage from an unrelated incident in 2022. The misappropriation of content served to perpetuate false narratives, muddying the waters of truth.

In the era of digital information overload, discerning fact from fiction has become an arduous task. The bombing of Erbil serves as a stark reminder of the dangers lurking in the virtual realm, where misinformation can proliferate unchecked, shaping perceptions and driving agendas.

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