case study of media

20 Best Social Media Marketing Case Study Examples

Please enable JavaScript

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.

SEO Chatter is dedicated to teaching the fundamentals of search engine marketing to help marketers understand how to increase organic website traffic and improve search engine rankings.

Top 3 Social Media Case Studies to Inspire You in 2024

Discover three successful social media case studies from top brands and learn how to create one. Benefit from their strategies and mistakes to ensure the success of your next campaign.

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

And why not?

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

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

This isn’t just a happenstance.

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

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

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

We shall assess 3 different social media case studies by top brands who are best in their niches. Their game is simple yet effective.

How effective? Let’s take a look.

Social Media Case Study 1: Starbucks

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

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

Starbucks in Numbers

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

Key Takeaways

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

1. Chasing Trends

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

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

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

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

2. Less is More

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

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

3. User Generated Content is the King

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

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

4. Building Rapport

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

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

5. Loads of campaigns

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

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

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

6. Content mix

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

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

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

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

Social Media Case Study 2: Ogilvy & Mather

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

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

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

Keep on reading.

Ogilvy & Mather in Numbers

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

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

1. Integrating Values

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

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

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

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

2. Quality over Quantity

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

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

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

3. Adding Credibility

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

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

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

4. Being Innovative

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

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

5. Brainstorming Uniqueness

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

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

6. Inspire Your Peeps

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

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

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

Social Media Case Study 3: PewDiePie

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

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

What was the cause of this extraordinary trajectory?

Let’s find out.

PewDiePie in Numbers

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

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

1. Start Now

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

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

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

2. Gather Your Tribe

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

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

3. Collaboration and Fundraising

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

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

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

4. Keep it Real

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

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

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

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

How to Write a Social Media Marketing Case Study

Many small businesses struggle when it comes to social media marketing. But guess what? Small businesses can slay the competition with a powerful tool: the social media case study.

These social media case studies are success stories that prove your hustle is paying off. Here’s how to weave a case study that showcases your small business wins:

Building Your Brag Book

• Pick Your Perfect Project:  Did a specific social media campaign drive a surge in sales? Highlight a product launch that went viral. Choose a project with impressive results you can showcase.
• DIY Interview:  Don’t have a fancy marketing team? No worries! Record yourself talking about your challenges, goals, and the strategies that made a difference.
• Data Dive:  Track down social media analytics! Look for growth in followers, website traffic driven by social media, or engagement metrics that show your efforts are working.

Now that you have all the ingredients, it’s time to cook a brilliant case study

Crafting Your Case Study

• Headline Hunt:  Grab attention with a clear and concise headline. Mention your business name and a key achievement (e.g., “From 100 to 10,000 Followers: How We Grew Our Bakery’s Social Buzz”).
• Subheading Scoop:  Briefly summarize your success story in a subheading, piquing the reader’s interest and highlighting key takeaways.
• The Business Struggle:  Be honest about the challenges you faced before tackling social media. This will build trust and allow other small businesses to connect.
• DIY Social Strategies:  Share the social media tactics you used, such as engaging content formats, community-building strategies, or influencer collaborations.
• Numbers Don’t Lie:  Integrate data and visuals to support your story. Include charts showcasing follower growth or screenshots of top-performing posts.
• Simple & Straightforward:  Use clear, concise language that’s easy to understand. Bullet points and short paragraphs make your case study digestible and showcase your professionalism.

Remember: Your social media case study is a chance to celebrate your achievements and build businesses. So, tell your story with pride, showcase your data-driven results, and watch your brand recognition soar

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

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

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

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

What are you waiting for? Download now.

Frequently Asked Questions

🌟 How do I start a social media campaign idea?

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

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

🌟 What are the different types of social media campaigns?

Different types of social media campaigns are:

• Influencer Campaigns
• Hashtag Challenges

🌟 Why is social media campaign important?

Social media campaigns have various benefits:

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

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

Some of the best social media campaign tools are:

• SocialPilot

🌟 What are the top social media sites?

The top social media sites are:

About the Author

Sparsh Sadhu

Related Posts

Manage social media effortlessly.

• Trial Begins Immediately
• No CC Required
• Change Plans Anytime
• Cancel Anytime

Start Your 14-Day Free Trial

Integrations

More on Social Media

• © 2024 SocialPilot Technologies Inc. All Rights Reserved.
• Privacy Policy & GDPR
• Terms of Service
• Cookie Settings
• Follow us :

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

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

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

Let’s dive right in.

The importance of social media case studies 

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

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

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

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

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

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

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

The ingredients for a perfect case study 

1. detailed and full of data .

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

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

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

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

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

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

2. A complete, compelling story 

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

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

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

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

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

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

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

3. Compelling visuals 

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

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

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

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

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

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

Relatable to your target audience 

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

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

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

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

Different ways to deliver a social media marketing case study

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

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

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

• Social media 

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

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

• Embedded in other types of content  

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

3 winning social media marketing case study examples 

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

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

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

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

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

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

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

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

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

Keeping you on track with your social media case study 

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

Social media marketing case study template 

Outline: Case Study Title

Customer: Customer’s full name 

Company: Company’s name 

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

Video: Link to a video version (if applicable)

Author: Author’s name 

Case study title

A short introduction of the customer. 

 Be sure to highlight:

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

Introduce your customer 

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

Describe the problem 

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

Why (Customer Name) Chose (Your Company)

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

How (Your Company) Responded 

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

The Results

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

Call-to-Action

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

Related articles

How to Collaborate with Your Employees to Enhance Your Content Strategy

13 of the Best Sprout Social Alternatives for 2024

10 Must-Try CoSchedule Alternatives for Your Business

837k+ scheduled posts in the past year by users just like you.

• Solutions ▾
• Another Item
• Sub-menu Item 2
• Yet Another Item
• Menu Item 3
• Menu Item 4

5 YouTube Analytics Metrics You Should Know

Filter by category.

• Instagram Strategy (256)
• Reach vs Impressions (255)
• Twitter Analysis (255)
• Youtube Analytics (255)
• featured (255)
• quintly News
• Social Media Studies
• Best Practice
• Research & Trends
• Social Media Marketing
• Social Media KPIs
• Social Media Reporting
• Content Marketing
• Customer Service
• Data Integration
• Facebook Analytics
• Twitter Analytics
• Instagram Analytics
• LinkedIn Analytics
• YouTube Analytics

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!

Related Categories

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

5 Ideas to Optimize Your Social Media Analysis

Download the E-book

Join the conversation. Leave us a comment below!

See where you stand on social media..

Get in touch today to track, benchmark and optimize your social media performance with advanced analytics made easy.

Integrations

• Google Data Studio
• Brandwatch Vizia
• Data In Depth
• API & Integrations
• ↳ Social Media API
• ↳ Data Warehouses
• Instagram Stories Analytics
• Snapchat Story Studio Analytics
• TikTok Analytics
• Free Stats Portal
• Knowledge Base
• Ideas Portal
• Transparency

132 Social Media Case Studies – Successes and Failures

Sharing is caring!

That is such a short-sighted and limiting point of view.

Social Media Marketing is not sales – but it can help to sell things. And personally, I have to admit that I have several times bought something, booked an event or took part in something because I saw people (friends and acquaintances OR strangers) talking about it on social media. At the same time, I have never bought anything a salesperson tried to sell me on the phone. So yes, you actually can sell me things on Social Media. And I am not the only person.

Click To Tweet

Before you read on - we have various resources that show you exactly how to use social networks to gain massive traffic and leads. For instance, check out the following:

But limiting Social Media Marketing success or failure to the statement: For sales, you need to pick up the phone is simply b%llshi$t. You can use social media for lead generation to fill your sales funnel – but you can also use Social Media for totally different aspects of business like customer management, brand awareness, reputation management, audience building, website traffic and many other things your business can profit from.

Many people do it. I do it and have done so for other projects in the past. The honest answer to “Social Media is not working” is: It is obviously not working the way you are doing it. Try different tactics, learn, adjust, measure, optimize, try something else, try harder, and never stop at “You cannot sell on Social Media!”

So the answer is, yes you can make money with Social Media, but it is not working the same way for each and every business or situation.

Most of the time, if you do not have success with getting ROI out of your Social Media activities, it is not Social Media, which is not working, it is you who are doing something wrong or have the wrong social media strategy.

Social Media cannot simply be done by following a recipe step by step.

That can only get you so far.

In Social Media often the best approaches are already cold coffee when they become common knowledge, and everyone tries to hop on the train. You need to make assumptions, test your assumption, measure success and adjust your marketing strategy according to your results.

Hey, before you read on - we have in various FREE in-depth guides on similar topics that you can download. For this post, check out:

Social media cannot be learned by the book.

But one thing is certain: To shout out sales messages in Social Media is most likely going to fail to give you any return.

What people want and expect from their Social Media activity is so diverse, and there are many Social Media case studies in multiple situations.

Join our  free Email Course  to learn how to start your social media marketing journey:

All the basics in 4 Days, 4 Emails

Instead of selecting a handful of case studies for this article, I decided to provide you with a list of resources with multiple case studies about how businesses are successfully using social media for their business success.

1.  15 B2B Case Studies for Proving Social Media ROI

Rob Petersen looks at the special situation of using social media platforms to market to businesses instead of consumers. He provides 15 examples ranging from CISCO and Demand Base to LinkedIn and SAP.

2.  50 Social Media Case Studies you Should Bookmark

SimplyZesty looks at a variety of use cases for the different social networks like Facebook, Twitter, Youtube, Pinterest, Instagram and more.

3.  IBM Turns its Sales Staff Social Media Savvy

I love this example as it shows how sales and Social Media Marketing can work hand in hand. Contrary to the above-mentioned comment on our blog, IBM realized that even sales can profit from Social Media with cost-effective leads.

4.  11 Examples of Killer B2B Content Marketing Campaigns Including ROI

Lee Odden of TopRank Marketing focuses more on the Content Marketing side and provides 11 B2B Content Marketing case studies.

5.  B2B Social Media Case Study: How I made $47 million from my B2B blog

This is a personal success story from AT&T’s experience and success with a content strategy.

6.  How ASOS Use Social Media [CASE STUDY]

The story of how the fashion and beauty store ASOS has become Britain’s largest online retailer with the aid of Social Media for ecommerce and online marketing.

7.  5 Outstanding Social Media Campaigns

The examples include the story from a hairdresser who increased sales by 400% without spending a penny. It is not only the big companies who can profit from Social Media.

8.  3 Small Businesses That Found Social Media Success

The examples range from customer service, brand perception to social engagement.

9.  The Best Social Media Campaigns of 2014

These marketing campaigns are more about creating more engagement, generate more fans and increase loyalty amongst audience members for the brand and not so much about direct ROI. Still, they explain how to get it right.

It is not only the social media success stories you can learn from. Sometimes you can learn from other peoples’ failures at least as much as from their successes. Here are some social media case studies on failed social media activities. The failures tend to be on a smaller scale, resulting from bad communication and reactions turning the Social Media conversation in an unwanted direction. It is rare that a company admits to a complete campaign and a ton of money gone down the drain. Still, even from these smaller examples, we all can learn our lessons for our behavior in Social Media:

1.  Social Media Fails: The Worst Case Studies of 2012

The examples are campaign focused and include examples from McDonald’s and Toyota.

2.  19 horrific social media fails from the first half of 2014

These are examples of how you should not communicate in Social Media and showcase some ways you should not copy on how to jump onto trending hashtags and events in Social Media.

3.  5 Big Social Media Fails of 2013 (and What We Learned)

4.  Top 12 Social Media Marketing Mishaps

These are examples of what can happen to you and how a social media Sh$tstorm can brew up. It makes sense to read some of these and talk about possible reactions before any of this kind happens to you. Simply be prepared.

Final Words

I hope you find some useful marketing tips in my little collection of Social Media case studies – or at least, have some fun browsing through these examples. I find them encouraging as they show the variety of cases where Social Media can help your business. And they show how many humans are in Social Media, making it a place where things can go wrong and go well. It is up to you to leverage the full power of social networks and turn the tide.

If you are looking for even more case studies here you go:

Digital Marketing Case Studies

Content Marketing Case Studies

Instagram Marketing Case Studies

Twitter Marketing Case Studies

Forget Failure. Get the simple process to success:

We show you the exact steps we took to grow our first business from 0 to 500k page views per month with social media and how we got 50k visitors per month from social media to this blog after 6 months. We show you the exact steps you need to take to see traffic success.

You get easy-to-follow step-by-step action plans and you will see the first results after a couple of days. Check out “ The Social Traffic Code ” – there is a special offer for you!

“The Social Ms blog and books have shown us great possibilities of growing on Twitter and via online media. In addition, they actually respond to email reactions. Practicing what they preach gives them the credibility edge.” Guy Pardon, Atomikos

Don’t miss out – make a decision for success! 

Susanna Gebauer

• Imprint/Impressum
• Privacy Policy
• Podcast – Marketing in Minutes
• Get a Coaching Call
• Courses and Books

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.

Related Posts

7 Secrets To Master Your Social Media Personal Branding Game

How To Increase YouTube Engagement Rate: 7 Ways That Work

8 Best YouTube Shorts Tips To Grow Your Channel

5 Reasons Why Social Media Archiving Is Important

• Digital Marketing
• Apps & Website

Effective Social Media Campaigns: Case Studies

• Key Takeaways

79% of marketers believe that social media is an effective marketing channel. (Source. Sprout Social)

Video content on social media generates 12 times more shares than text and images combined. (Source. SmallBizGenius)

71% of consumers are more likely to make a purchase based on social media referrals. (Source. HubSpot)

Effective social media campaigns hinge on visual content, compelling narratives, and audience targeting.

Influencer marketing and data-driven decisions can significantly impact campaign success.

The rise of social media has transformed digital marketing. Today, social media campaigns are essential for brand success. They can reach a global audience, boost engagement, and deliver results. The key is to run effective campaigns. This article acts as a guide, using real case studies to explain how.

We will now explore the strategies behind successful campaigns. Topics include visuals, storytelling, targeting, ads, influencers, data use, cross-platform planning, and crisis management. We’ll also cover how to measure success with KPIs. Each section includes case studies to provide practical insights for marketers and businesses.

Introduction to Social Media Campaigns

Social media is crucial in digital marketing. It helps businesses reach their audiences. A “social media campaign” is a structured marketing effort across various platforms. This article will explain the importance and relevance of these campaigns.

• The Role of Social Media in Modern Marketing

Social media platforms like Facebook, Instagram, Twitter, and LinkedIn are now key to business marketing. They help engage a worldwide audience, boost brand visibility, and enhance loyalty. Being on these platforms unlocks social media marketing’s vast potential.

• Importance of Effective Campaigns for Brand Success

The success of a brand often hinges on its ability to effectively utilize social media. The digital era brought a big change in how consumers act. They now turn more to social platforms for product info, reviews, and recommendations. Therefore, brands that can craft and execute compelling social media campaigns have a competitive edge in the market. In this article, we delve into case studies to highlight the tangible impact of well-executed campaigns on brand success.

• Overview of the Article’s Focus on Case Studies

This article shows how to run successful social media campaigns. It uses real cases as examples. These examples reveal how companies meet marketing goals using social media. By studying successful campaigns, readers learn about key strategies and results.

• The Value of Real-World Examples in Learning

Case studies uniquely blend theory with practice, making them a great learning tool. They show how to apply marketing concepts in real situations and offer lessons for personal marketing efforts. By studying these cases, readers learn patterns, best practices, and social media campaign pitfalls to avoid.

The Power of Visual Content

Visual content is vital in today’s digital world, especially for social media campaigns. It grabs attention, quickly conveys messages, and leaves a lasting impact. In this section, we’ll look into visual content’s many facets. We’ll also see how it enhances social media campaigns.

• Utilizing Eye-Catching Images and Graphics

Visual content begins with captivating images and graphics. These include striking photos, intriguing illustrations, or attention-grabbing infographics. They quickly engage the audience. Marketers must pick visuals that match their brand and goals. We will also highlight how the right visuals can shape a campaign’s tone and leave a lasting impression.

• The Impact of Video Content

Videos now rule social media. They come in various lengths, from short clips to longer videos. Notably, they engage audiences well. This article explores their use in social media campaigns. It will discuss the benefits of video marketing. For example, it can share complex ideas, evoke emotions, and boost audience interaction. Additionally, it will showcase successful campaigns through case studies.

• Digital Marketing Services

With a Foundation of 1,900+ Projects, Offered by Over 1500+ Digital Agencies Across Asia, EMB Excels in Digital Marketing. We Design, Redesign, and Sustain Customer-Centric and Enterprise Strategies for Optimal Conversion.

State of Technology 2024

Humanity's Quantum Leap Forward

Explore 'State of Technology 2024' for strategic insights into 7 emerging technologies reshaping 10 critical industries. Dive into sector-wide transformations and global tech dynamics, offering critical analysis for tech leaders and enthusiasts alike, on how to navigate the future's technology landscape.

• Infographics as a Storytelling Tool

Infographics are great for social media stories. They quickly present information in an attractive way. Here, we will see how they can effectively share data, statistics, and stories. Also, we’ll look at the key design principles. We’ll then share examples of successful campaigns. These campaigns used infographics to educate and engage their audiences.

• User-Generated Content and Its Authenticity

User-generated content (UGC) has become popular for building trust and authenticity. It’s content by customers or brand fans, sharing real experiences and testimonials. We’ll explore its impact on social media campaigns. It boosts authenticity and credibility. Case studies will show how brands have used UGC to strengthen relationships with their audiences.

• Case Studies Showcasing Successful Visual Campaigns

We will show successful social media campaigns using visuals. These include images, videos, infographics, and user content. They’re compelling and effective. We’ll explain how businesses and organizations used these elements. By looking at these stories, readers will learn the strategies and tactics for engaging audiences.

Crafting Engaging Content

In the realm of social media campaigns, crafting engaging content is undeniably a cornerstone of success. Your content is the bridge that links your brand with your audience. It’s crucial to ensure that this link is not just made but also made strong. Here, we delve into the intricacies of creating content that captivates and resonates with your target audience.

• Strategies for Creating Compelling Content
• Know your audience. Engaging content starts with understanding them well. Take the time to research their preferences, interests, and pain points. Tailoring your content to address their specific needs is key to engagement.
• Storytelling Techniques: Storytelling is a powerful tool in the world of content creation. Learn how to weave narratives that not only convey your brand’s message but also evoke emotions and create a memorable impact.
• Building Brand Personality Through Content
• Consistency in Branding: Effective content aligns with your brand’s identity. Explore how to keep messages, tone, and visuals consistent. Do this across all your social media platforms. This will strengthen your brand’s personality.
• Showcasing Brand Values: Engaging content often reflects your brand’s values and mission. Discover ways to infuse your content with your brand’s ethos. This will create a stronger bond with your audience.
•  Interactive Content and Engagement Tactics
• Interactive content, like polls and live sessions, boosts engagement. We’ll show you how to use these in social media to increase participation. Also, response speed, contests, and user-generated content are key tactics for active engagement.
• Case Studies Exemplifying Effective Content Strategies

We’ll use successful social media campaigns to show how to create engaging content. These case studies will highlight strategies that boost engagement and results.

Creating engaging content is a continuous effort. It needs creativity, audience understanding, and adaptability. By applying the strategies in this section, you can make content that grabs and retains your audience’s attention. This approach boosts your campaigns’ success.

Targeting the Right Audience

In social media campaigns, success depends on knowing and targeting the right audience. Identifying your audience is like building a foundation. It sets the stage for your efforts. Here, we explore key aspects of audience targeting. Our goal is to help your social media campaigns succeed.

• Importance of Understanding Your Audience

Before starting a social media campaign, it’s crucial to know your audience well. This step involves deep market research to learn about their age, gender, location, and interests. Understanding your audience helps you create tailored content and messages. The following case studies show how brands effectively researched their audience, leading to successful campaigns.

• Segmenting Your Audience for Personalized Messaging

Once you’ve identified your broader audience, the next step is segmenting it into smaller, more specific groups. This segmentation allows you to craft personalized messages that cater to the unique needs and preferences of each group. We’ll explore various segmentation strategies, including psychographic, behavioral, and geographic segmentation. Real-world examples will show how brands divided their audience. They then delivered tailored content for maximum impact.

• Data-Driven Targeting Strategies

In today’s data-driven landscape, harnessing the power of analytics is paramount. We’ll discuss how data can inform your targeting strategies, enabling you to make informed decisions. By studying user behavior, engagement, and conversion, you can refine your targeting. This will help you reach the right people at the right time. Case studies will highlight instances where data-driven targeting resulted in remarkable campaign success.

• Case Studies Demonstrating Successful Audience Targeting

This section will showcase case studies on audience targeting. It will feature real examples from top brands. You’ll see how they found, divided, and used audience data for successful social media campaigns. These stories will offer tips for your campaigns. You’ll learn to attract and engage potential customers effectively.

Leveraging Social Media Advertising

Social media advertising has become an integral component of modern digital marketing strategies . Businesses need to understand paid promotion, ad formats, budgeting, and measuring ROI. This is key to using social media ads well. In this section, we will delve into key aspects of leveraging social media advertising for successful campaigns.

• Paid vs Organic Reach on Social Media

One of the fundamental decisions in social media advertising is whether to rely on organic reach or invest in paid promotion. Organic reach is the audience your content naturally reaches without paid promotion. Paid reach involves allocating a budget to boost content visibility. It’s crucial to strike the right balance between these two approaches. Organic reach is limited, and algorithms frequently change, making it challenging to reach a wider audience. Paid reach, on the other hand, offers more control over targeting and exposure but requires a financial investment. Businesses must assess their goals, target audience, and available resources. They do this to find the best mix of paid and organic strategies.

• Ad Formats and Placements

Social media platforms offer a diverse range of ad formats and placements to cater to different campaign objectives. Understanding these options is essential for crafting effective advertising strategies. For instance, Facebook provides options such as image ads, video ads, carousel ads, and more. Instagram offers sponsored posts and stories. LinkedIn specializes in B2B advertising, while Twitter has promoted tweets. Every platform has its own strengths and audience. Thus, it’s crucial to choose the right ad format and placement. These choices should match campaign goals. Also, creating engaging ad content for the chosen format is key. It boosts the campaign’s effectiveness.

• Budgeting and ROI Tracking

Allocating a budget for social media advertising is a strategic decision that impacts campaign reach and outcomes. It involves setting aside funds for ad spend, creative production, and campaign management. Establishing a clear budgeting strategy ensures that resources are utilized efficiently. Additionally, tracking ROI is essential to measure the effectiveness of advertising efforts. Tools like Google Analytics and social media platform insights provide data on ad performance, including click-through rates, conversion rates, and cost per acquisition. Regularly monitoring these metrics allows businesses to make data-driven adjustments and optimize their advertising spend.

• Case Studies Showcasing Successful Social Media Advertising Campaigns

To illustrate the concepts discussed in this section, we will delve into real-world case studies that exemplify successful social media advertising campaigns. These case studies will provide concrete examples of businesses that effectively leveraged paid promotion, selected the right ad formats, allocated budgets strategically, and achieved measurable ROI. By examining these success stories, readers can gain insights and inspiration for their own social media advertising endeavors.

Harnessing the Power of Influencers

In social media campaigns, influencers play a crucial role. They boost brand engagement and reach. This section dives into influencer marketing. It provides tips on how brands can best work with influencers.

• Identifying the Right Influencers for Your Brand

To start a successful influencer marketing journey, you must find influencers who match your brand’s values. They must also match your target audience and goals. This involves meticulous research to pinpoint individuals whose content resonates with your niche. The right influencer will not only bring authenticity to your campaigns but also enhance credibility.

• Collaboration and Partnership Strategies

Once you’ve found potential influencers, the next step is to start collaborations and partnerships. Successful influencer marketing hinges on building authentic relationships with influencers. Brands must craft compelling proposals, outlining the mutual benefits of the partnership. Effective communication, transparency, and negotiation skills are essential in establishing a fruitful collaboration.

• Measuring the Impact of Influencer Campaigns

The effectiveness of influencer campaigns goes beyond mere follower counts. In this section, we delve into the metrics and tools required to measure the true impact of influencer marketing. Brands must monitor engagement, clicks, conversions, and sentiment. This helps measure campaign success. Equally important is calculating ROI. They should also align influencer activities with business goals.

• Navigating Potential Pitfalls

Influencer marketing is not without its challenges. Brands should prepare for influencer controversies, authenticity concerns, and algorithm changes. This section offers strategies to reduce risks and keep influencer partnerships strong.

• Case Studies of Effective Influencer Marketing

We will show you how influencer marketing works. First, we’ll present successful brand stories with influencers. Then, we’ll explain how these influencers boost brand messages, increase engagement, and aid in campaign success. Finally, each example offers lessons for your influencer marketing strategy.

Data-Driven Decision Making

In today’s digital age, data plays a pivotal role in the success of social media campaigns. Marketers and businesses can’t rely only on intuition and creativity. They must use data to make informed decisions that drive results. This section explores the significance of data-driven decision making in social media campaigns and its s.

• Importance of Data in Campaign Decisions

Data serves as the foundation upon which effective social media campaigns are built. It provides valuable insights into audience behavior, content performance, and campaign reach. Marketers can use data to find trends, preferences, and opportunities. This lets them tailor their strategies for maximum impact.

Analyzing data shows businesses the best social media platforms. It also shows them the best content and posting times for their target audience. This data helps in making marketing decisions. It ensures resources go where they are most effective.

• Key Metrics to Monitor for Success

To make data-driven decisions, it’s crucial to identify and monitor key performance metrics. Metrics vary by campaign goals. Common ones include engagement rate, click-through rate, and conversion rate. Also, return on investment (ROI). Each metric provides unique insights into campaign performance.

A high engagement rate shows your content is popular. However, a low conversion rate means you need to optimize. By tracking these, marketers can quickly judge campaign success. They can then tweak efforts to boost results.

• Tools for Social Media Analytics

The availability of advanced analytics tools has made data analysis more accessible to businesses of all sizes. The platforms offer insights and analytics dashboards. They let marketers track metrics within the platform. Additionally, third-party analytics tools provide more in-depth analysis and reporting capabilities.

Tools like Google Analytics, Hootsuite, and Sprout Social help marketers gauge social media success. They offer audience segmentation, content performance tracking, and competitor analysis. This data helps businesses tweak their strategies.

• Case Studies: Highlighting Data-Driven Success

This section shows how data-driven decisions boosted social media campaigns. It features real examples. Businesses used data to improve targeting, content, and strategies. This led to better campaign results.

By studying these case studies, readers will learn how to apply data-driven decision making. Also, they will get inspired by success stories. These stories show how businesses can enhance their social media campaigns with data-driven methods.

Cross-Platform Integration

• Coordinating Campaigns Across Multiple Platforms

Businesses must be on social media to reach diverse audiences. They should run campaigns on multiple platforms. This ensures a consistent brand message and boosts social media impact. Strategies are key. They help tailor content and messages for each platform, such as Facebook or Twitter. Good coordination guarantees a strong, unified brand experience for all users.

• Consistency in Messaging and Branding

Consistency is key for cross-platform integration. It means keeping your brand’s message, tone, and look the same across all social media. This builds your brand’s identity and makes it more trusted and recognized. To achieve this, create guidelines for your brand. These should detail using the same colors, logos, fonts, and voice.

• Maximizing Reach Through Integration

Cross-platform integration boosts your reach. Each platform has unique users and strengths. For instance, Instagram is great for visuals, Twitter for updates, and LinkedIn for networking. By integrating them, you reach a wider audience. You maintain a consistent brand.

• Case Studies of Successful Cross-Platform Campaigns

To show how cross-platform integration works, let’s consider some examples. First, a clothing brand might use Instagram and Pinterest for ideas. They would use Facebook to chat with customers and Twitter for fast promos. This strategy lets the brand display products, connect with customers, and boost sales. Likewise, a tech company could use LinkedIn for business outreach, Twitter for support, and YouTube for tutorials. These examples show how businesses can blend social media well. They do this to meet goals and engage their audience.

Cross-platform integration isn’t just being on many social media platforms. It’s about creating a strong brand presence on all. This involves coordinating campaigns, staying consistent, and using each platform’s strengths. By doing so, businesses can reach more people and make social media more engaging for their audience. Case studies show the benefits. They highlight how this method can help businesses of any size or industry.

Crisis Management on Social Media

• Preparing for Potential Social Media Crises

In social media, crises can pop up without warning. So, brands must be ready. This means creating a crisis management plan. It should outline scenarios, roles, and communication strategies. First, they need to know what crises might hit. For example, these could be bad customer reviews, product recalls, or social media scandals. Next, brands can detail how to respond. Then, they choose team members and a leader. They also set up monitoring tools to catch problems quickly. This way, they can react fast.

• Handling Negative Feedback and PR Disasters

Negative social media feedback can turn into a crisis fast if not managed well. Brands need clear rules for handling negative comments or reviews. They must respond quickly and with empathy. It’s crucial to admit mistakes and offer solutions. Transparency is vital for maintaining trust during crises. For PR disasters, like product recalls or scandals, brands need a crisis communication plan. This plan should cover messaging, media responses, and a spokesperson. Effective crisis communication means providing accurate information, taking responsibility, and outlining solutions.

• Case Studies Illustrating Effective Crisis Management

To understand crisis management on social media, we should study real cases. Johnson & Johnson’s response to the 1980s Tylenol crisis is a great example. After tampered Tylenol capsules caused deaths, the company quickly recalled all products. It then openly communicated with the public. This strategy restored trust and protected the brand. Another case is Starbucks’ reaction to racial bias in a store. It apologized publicly, shut down for anti-bias training, and kept engaging with stakeholders. Both cases show the importance of being proactive in crisis management.

In today’s fast digital world, creating and running effective campaigns is crucial. This article delves into social media marketing , using real cases as examples. It covers visual content and storytelling. It also includes audience targeting, ads, influencers, analytics, and cross-platform tactics. It also includes crisis management. All are key to a successful campaign.

Social media marketing is always changing and needs flexibility. Strategies that work now might need changes later. But, with the knowledge, insights, and examples in this article, you can better manage it. Your campaigns can do more than just include posts and hashtags. They can build your brand, engage users, and meet goals. Success requires creativity, using data, and learning from others’ wins. Now, it’s time to start your journey to social media success.

• Q. What’s the importance of visual content in social media campaigns?

Visual content grabs attention and boosts engagement, making it a key element in successful campaigns.

• Q. How can I measure the success of my social media campaigns?

Define KPIs, set benchmarks, use analytics tools, and analyze data to gauge performance.

• Q. Why are real-world case studies valuable for marketers?

Case studies provide practical insights and examples of effective campaign strategies.

• Q. What role does influencer marketing play in social media campaigns?

Influencers can amplify brand messages and connect with niche audiences authentically.

• Q. How do I handle a social media crisis effectively?

Preparedness, transparency, and swift response are vital in managing social media crises.

Related Post

The ultimate guide to running successful social media contests, linkedin profile optimization: boosting your online presence effectively, strategies for crafting high-performing instagram video ads, advanced content curation tools for social media marketing, exploring the future of social media platforms in 2024 and beyond, the essentials of outsourcing social media management in 2024, table of contents.

Expand My Business is Asia's largest marketplace platform which helps you find various IT Services like Web and App Development, Digital Marketing Services and all others.

• IT Staff Augmentation
• Data & AI
• E-commerce Development

Article Categories

• Technology 704
• Business 329
• Digital Marketing 309
• Social Media Marketing 129
• E-Commerce 129
• Website Development 108
• Software 104

Sitemap / Glossary

Copyright © 2024 Mantarav Private Limited. All Rights Reserved.

• Privacy Overview
• Strictly Necessary Cookies

This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.

Strictly Necessary Cookie should be enabled at all times so that we can save your preferences for cookie settings.

If you disable this cookie, we will not be able to save your preferences. This means that every time you visit this website you will need to enable or disable cookies again.

Case Studies , Social Media Marketing

Case Study: A Social Media Marketing Success Story

July 22, 2021

Not that long ago, people mainly used social media to see the latest pictures of their nieces and nephews and stay up to date with what their friends were doing. But, more and more, it’s become a place where small business growth happens.

These days, people are spending a lot of their time online on social media. According to Forbes , in 2020, Americans spent an average of 1,300 hours on social media, with an average of 58 minutes per day on Facebook alone. And, since smart marketing is about being visible where your customer base spends their time, social media is the place to be.

From building brand awareness to driving sales, the right social media marketing strategy can be a powerful tool for small businesses.

Wholesale distributor drives visibility and conversions with social media marketing

One wholesale distributor, with the help of their Marketing Team , learned just how valuable the right social media marketing strategy can be.

Over a three-month period, their social media strategy led to more than 100k impressions, thousands of clicks and hundreds of conversions.

Although ads and content marketing also played a role in their success, their conversion paths show that many of their conversions originated on a social network.

Compared to the previous three-month period, their social strategy resulted in a21% increase in impressions, a 20% increase in clicks and engagements, and a massive increase in conversions of almost 153%.

How did they do it?

Their social media strategy consisted of two parts — social media advertising and social media management (organic social posts).

Social media advertising

They focused the majority of their ad budget on Facebook and Instagram advertising, with campaigns aimed at capturing new leads, driving conversions and reconnecting with users who had previously clicked their ads or visited their website with retargeting ads.

Social media management

They complemented their social advertising strategy by posting consistently on their Facebook and Instagram timelines.

Social media is more than just about staying connected with friends and family. It’s become one of the top places people go to discover new brands and businesses.

Not all social media marketing strategies are made equal, but the right social media strategy — with a potent mix of social ads and organic posts — can lead to big results.

Build, manage and grow your small business with Marketing 360®

Marketing 360® is a singular platform that offers everything you need to build a modern, professional website , launch ads on popular channels , manage all of your contacts, projects and deals , schedule out social media posts , monitor your SEO performance and so much more, plus the marketing team you need to grow your business .

See our plans and pricing.

Account M29238 Screenshots taken on 7/22/21

*Results are based on past client performance. Individual account performance may vary. Results are not guaranteed.

Get Plans and Pricing Below

Case Studies , Social Media Management

Case Study: Plumber Wins With Social Media Management

Social Media Marketing

Social Media Marketing for HVAC Businesses: Building Connections and Driving Engagement

Case Studies , Reputation Management

Case Study: Property Management Uses Reputation Management to Learn About Customer Satisfaction

Tips to Improve Social Media Marketing for Dentists

How to Use Instagram Reels for Your Cleaning Company

Case Studies

Case Study: Furniture Store Sees Conversion Rates Skyrocket

Get the know-how to get ahead.

Get business, marketing and sales tips written by experienced industry practitioners. 100% free. Cancel anytime.

• Email address *

Case Studies on Media Reporting and Media Influence During the COVID-19 Pandemic

• First Online: 03 March 2022

Cite this chapter

• Kejo Starosta 5  

Part of the book series: Sustainable Management, Wertschöpfung und Effizienz ((SMWE))

271 Accesses

The COVID-19 virus that has spread throughout the world since the beginning of 2020 brought disruptive changes at many levels, including demographic, economic, and social shifts. In the media environment, too, the pandemic brought unprecedented changes, with unprecedented media reporting on a single topic. The following case studies try to analyse how this infodemic spread throughout Europe and how it affected society as well as consumers and businesses.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

• Available as PDF
• Read on any device
• Instant download
• Own it forever
• Available as EPUB and PDF
• Compact, lightweight edition
• Dispatched in 3 to 5 business days
• Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Author information

Authors and affiliations.

Eglisau, Switzerland

Kejo Starosta

You can also search for this author in PubMed   Google Scholar

Corresponding author

Correspondence to Kejo Starosta .

1 Electronic supplementary material

Below is the link to the electronic supplementary material.

Supplementary file1 (PDF 11876 kb)

Rights and permissions.

Reprints and permissions

Copyright information

© 2022 The Author(s), under exclusive license to Springer Fachmedien Wiesbaden GmbH, part of Springer Nature

About this chapter

Starosta, K. (2022). Case Studies on Media Reporting and Media Influence During the COVID-19 Pandemic. In: Measuring the Impact of Online Media on Consumers, Businesses and Society. Sustainable Management, Wertschöpfung und Effizienz. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-36729-9_10

Download citation

DOI : https://doi.org/10.1007/978-3-658-36729-9_10

Published : 03 March 2022

Publisher Name : Springer Gabler, Wiesbaden

Print ISBN : 978-3-658-36728-2

Online ISBN : 978-3-658-36729-9

eBook Packages : Business and Management Business and Management (R0)

Share this chapter

Anyone you share the following link with will be able to read this content:

Sorry, a shareable link is not currently available for this article.

Provided by the Springer Nature SharedIt content-sharing initiative

• Publish with us

Policies and ethics

• Find a journal
• Track your research

Advertisement

Social Media Case Studies

28 Nov 2023

Explore more content

Researched by Consultants from Top-Tier Management Companies

Powerpoint Templates

Icon Bundle

Kpi Dashboard

Professional

Business Plans

Swot Analysis

Gantt Chart

Business Proposal

Marketing Plan

Project Management

Business Case

Business Model

Cyber Security

Business PPT

Digital Marketing

Digital Transformation

Human Resources

Product Management

Artificial Intelligence

Company Profile

Acknowledgement PPT

PPT Presentation

Reports Brochures

One Page Pitch

Interview PPT

All Categories

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.

Related posts:

• [Updated 2023] 10 Editable Templates to Infiltrate the Influencer Marketing Maze
• Top 10 Social Media Analytics Templates To Simplify the Analysis!
• Top 10 Product Launching and Marketing Playbook Templates with Samples and Examples
• Must-Have Social Media Business Plan Templates with Examples and Samples

Liked this blog? Please recommend us

Must-Have Budget Schedule Templates with Examples and Samples

Must-Have Digital Transformation Case Study Examples with Templates and Samples

This form is protected by reCAPTCHA - the Google Privacy Policy and Terms of Service apply.

Digital revolution powerpoint presentation slides

Sales funnel results presentation layouts

3d men joinning circular jigsaw puzzles ppt graphics icons

Business Strategic Planning Template For Organizations Powerpoint Presentation Slides

Future plan powerpoint template slide

Project Management Team Powerpoint Presentation Slides

Brand marketing powerpoint presentation slides

Launching a new service powerpoint presentation with slides go to market

Agenda powerpoint slide show

Four key metrics donut chart with percentage

Engineering and technology ppt inspiration example introduction continuous process improvement

Meet our team representing in circular format

• Skip to Content
• Skip to Main Navigation
• Skip to Search

Indiana University Bloomington Indiana University Bloomington IU Bloomington

• “Ad”mission of guilt
• “Do I stop him?”
• Newspaper joins war against drugs
• Have I got a deal for you!
• Identifying what’s right
• Is “Enough!” too much?
• Issues of bench and bar
• Knowing when to say “when!”
• Stop! This is a warning…
• Strange bedfellows
• Gambling with being first
• Making the right ethical choice can mean winning by losing
• Playing into a hoaxster’s hands
• “They said it first”
• Is it news, ad or informercial?
• Letter to the editor
• Games publishers play
• An offer you can refuse
• An oily gift horse
• Public service . . . or “news-mercials”
• As life passes by
• Bringing death close
• A careless step, a rash of calls
• Distortion of reality?
• Of life and death
• Naked came the rider
• “A photo that had to be used”
• A picture of controversy
• Freedom of political expression
• Brother, can you spare some time?
• Columnist’s crusade OK with Seattle
• Kiss and tell
• The making of a govenor
• Past but not over
• Of publishers and politics
• To tell the truth
• Truth & Consequences
• “Truth boxes”
• When journalists become flacks
• A book for all journalists who believe
• The Billboard Bandit
• Food for thought
• Grand jury probe
• Judgement on journalists
• Lessons from an ancient spirit
• Lying for the story . . .
• Newspaper nabs Atlanta’s Dahmer
• One way to a good end
• Over the fence
• “Psst! Pass it on!”
• Rules aren’t neat on Crack Street
• “Someone had to be her advocate”
• Trial by Fire
• Trial by proximity
• Using deceit to get the truth
• When advocacy is okay
• Witness to an execution
• Are we our brother’s keeper? . . . You bet we are!
• Betraying a trust
• Broken promise
• “But I thought you were . . . ”
• “Can I take it back?”
• Competitive disadvantage
• Getting it on tape
• The great quote question
• How to handle suicide threats
• Let’s make a deal!
• A phone-y issue?
• The source wanted out
• The story that died in a lie
• Thou shalt not break thy promise
• Thou shalt not concoct thy quote
• Thou shalt not trick thy source
• Too good to be true
• Vulnerable sources and journalistic responsibility
• The way things used to be . . .
• When a story just isn’t worth it
• When a story source threatens suicide
• When public should remain private
• The ethics of “outing”
• “For personal reasons”
• Intruding on grief
• Intruding on private pain
• Privacy case settled against TV station
• Seeing both sides
• Two views on “outing”
• Unwanted spotlight
• Whose right is it anyway?
• Other views on the Christine Busalacchi case
• The death of a soldier
• Firing at Round Rock
• A kinder, gentler news media
• Operation: Buy yourself a parade
• Rallying ’round the flag
• “Salute to military” ads canceled
• Tell the truth, stay alive
• The windbags of war
• Absent with no malice
• Anonymity for rape victims . . .
• An exception to the rule
• The boy with a broken heart
• Civilly suitable
• Creating a victim
• “Everyone already knew”
• An exceptional case
• Innocent victims
• Minor infraction
• Names make news
• Naming a victim
• Naming “johns”
• Profile of controversy
• What the media all missed
• Punishing plagiarizers
• Sounding an alarm on AIDS
• Suffer the children
• Anchor’s away
• The day the earth stood still
• Doing your own ethics audit
• Good guys, bad guys and TV news
• Is it just me, or . . . ?
• The Post’s exam answer story
• TV station “teases” suicide
• Yanking Doonesbury
• The year in review
• Colorado media’s option play
• Deadly lesson
• Deciding which critically ill person gets coverage
• When journalists play God . . .
• A delicate balance
• The Fallen Servant
• Handle with care
• It’s the principle, really
• Killing news
• Maybe what seems so right is wrong
• On the line
• Protest and apology after Daily Beacon story
• Red flag for badgering
• Sharing the community’s grief
• The “super-crip” stereotype
• “And then he said *&%*!!!”
• When big is not better
• When the KKK comes calling
• Not the straight story
• Agreeing to disagree
• All in the family
• Family feud
• Author! Author!
• The Bee that roared
• Brewing controversy
• Building barriers
• Other views from librarians
• The ethics of information selling
• Close to home
• Family ties
• How now, sacred cow?
• The ties that bind
• “Like any other story”
• When your newspaper is the news
• Not friendly fire
• Overdraft on credibility?
• The problem is the writing
• Written rules can be hazardous
• Project censored, sins of omission and the hardest “W” of all – “why”
• Risking the newsroom’s image
• The Media School

Ethics Case Studies

Ethics cases online.

This set of cases has been created for teachers, researchers, professional journalists and consumers of news to help them explore ethical issues in journalism. The cases raise a variety of ethical problems faced by journalists, including such issues as privacy, conflict of interest, reporter- source relationships, and the role of journalists in their communities.

The initial core of this database comes from a series of cases developed by Barry Bingham, Jr., and published in his newsletter, FineLine. The school is grateful to Bingham for his permission to make these cases available to a wider audience.

You may download cases for classes, research or personal use. Permission is granted for academic use of these cases, including inclusion in course readers for specific college courses. This permission does not extend to the republication of the cases in books, journals or electronic form.

Note: We are indebted to Professor Emeritus David Boeyink, who developed this project several years ago.

Aiding law enforcement

• “Ad”mission of guilt: Court-ordered ads raise ethical questions
• “Do I stop him?”: Reporter’s arresting question is news
• Fairness: A casualty of the anti-drug crusade
• Newspaper joins war against drugs: Standard-Times publishes photos of all suspected drug offenders
• Have I got a deal for you!: The line between cooperation and collusion
• Identifying what’s right: Photographer’s ID used in hostage release
• Is “Enough!” too much?: Editors split on anti-drug coupons
• Issues of bench and bar: In this case, a TV reporter is the judge
• Knowing when to say “when!”: Drawing the line at cooperating with authorities
• Stop! This is a warning . . . : Suppressing news at police request
• Strange Bedfellows: Federal agents in a TV newsroom

Being first

• Gambling with being first: The media drive to score on the Isiah Thomas story
• Playing into a hoaxster’s hands: How the Virginia media got suckered
• “They said it first”: Is that reason for going for the story?

Bottom-line decisions

• Is it news, ad or infomercial?: The line between news and advertising is going, going . . .
• Games publishers play: Allowing an advertiser to call the shots
• An offer you can refuse: The selling of Cybill to the Enquirer
• An oily gift horse: saying “No!” to Exxon
• Public service. . .or “news-mercials”: The blending of television news and advertising

Controversial photos

• As life passes by: A journalist’s role: watch and wait
• Bringing death close: Publishing photographs of human tragedy
• A careless step, a rash of calls: “Unusual” photo of AIDS walkathon raises hackles” 
• Distortion of reality?: “Punk for Peace” photograph draws fire
• Of life and death: Photos capture woman’s last moments
• “A photo that had to be used”: Anatomy of a newspaper’s decision
• A picture of controversy: Pulitzer photos show diverse editorial standards

Covering politics

• Freedom of political expression: Do journalists forfeit their right?
• Brother, can you spare some time?: TV stations give candidates air time
• Columnist’s crusade OK with Seattle Times
• Kiss and tell: Publishing details of a mayor’s personal life
• The making of a governor: How media fantasy swayed an election
• Past but not over: When history collides with the Present
• Of publishers and politics: Byline protest threatened at Star Tribune
• To tell the truth: Why I didn’t; why I regret it
• Truth & Consequences: The public’s right to know . . . at what cost?
• “Truth boxes”: Media monitoring of TV campaign ads
• When journalists become flacks: Two views on what to do and when to do it

Getting the story

• A book for all journalists who believe: Accuracy is our highest ethical debate
• The Billboard Bandit: Did the newspaper get graffiti on its reputation
• Food for thought: You are what you eat . . . and do
• Grand jury probe: TV journalists indicted for illegal dogfight
• Judgment on journalists: Do they defiantly put themselves “above the law?”
• Lessons from an ancient spirit: Why I participated in a peyote ritual
• Lying for the story . . . :Or things they don’t teach in journalism school
• Newspaper nabs Atlanta’s Dahmer: Another predator who should’ve been stopped: Was it homophobia?
• One way to a good end: Reporter cuts corners to test capital drug program
• Over the fence: A case of crossing the line for a story
• “Psst! Pass it on!”: Why are journalists spreading rumors?
• Rules aren’t neat on Crack Street: Journalists know the rules; they also know that the rules don’t always apply when confronted with life-threatening situations
• “Someone had to be her advocate”: A newspaper’s crusade to keep a child’s death from being forgotten
• Trial by Fire: Boy “hero” story tests media
• Trial by proximity: How close is too close for a jury and a reporter?
• Using deceit to get the truth: When there’s just no other way
• When advocacy is okay: Access is an acceptable journalist’s cause
• White lies: Bending the truth to expose injustice
• Witness to an execution: KQED sues to videotape capital punishment

Handling sources

• Are we our brother’s keeper? . . . You bet we are!
• Betraying a trust: Our story wronged a naive subject
• Broken Promise: Breaching a reporter-source confidence
• “But I thought you were . . .”: When a source doesn’t know you are a reporter
• “Can I take it back?”: Why we told our source ‘yes’
• Competitive disadvantage: Business blindsided by unnamed sources
• Getting it on tape: What if you don’t tell them?
• The great quote question: How much tampering with quotations can journalists ethically do?
• Let’s make a deal!: The dangers of trading with sources
• A phone-y issue?: Caller ID raises confidentiality questions
• The source wanted out: Why our decision was ‘no’
• The story that died in a lie: Questions about truthfulness kill publication
• Thou shalt not break thy promise: Supreme Court rules on betraying sources’ anonymity 
• Thou shalt not concoct thy quote: Supreme Court decides on the rules of the quotation game
• Thou shalt not trick thy source: Many a slip twixt the promise and the page
• Too good to be true: Blowing the whistle on a lying source
• Vulnerable sources and journalistic responsibility: Are we our brother’s keeper?
• The way things used to be . . . : Who says this new “objectivity” is better?
• When a story just isn’t worth it: Holding information to protect a good source
• When a story source threatens suicide: “I’m going to kill myself!”

Invading privacy

• The ethics of “outing”: Breaking the silence code on homosexuality
• “For personal reasons”: Balancing privacy with the right to know
• Intruding on grief: Does the public really have a “need to know?”
• Intruding on private pain: Emotional TV segment offers hard choice
• Seeing both sides: A personal and professional dilemma
• Two views on “outing”: When the media do it for you
• Two views on “outing”: When you do it yourself
• Unwanted Spotlight: When private people become part of a public story
• Whose right is it anyway?: Videotape of accident victim raises questions about rights to privacy

Military Issues

• The death of a soldier: Hometown decision for hometown hero
• Firing at Round Rock: Editor says “unpatriotic” story led to dismissal  
• A kinder, gentler news media?: Post-war coverage shows sensitivity to families
• Operation: Buy yourself a parade: New York papers pitch in for hoopla celebrating hide-and-seek war
• Rallying ’round the flag: The press as U.S. propagandists
• “Salute to military” ads canceled
• Tell the truth, stay alive: In covering a civil war, honesty is the only policy
• The windbags of war: Television’s gung-ho coverage of the Persian Gulf situation

Naming newsmakers

• Absent with no malice: Omitting part of the story for a reason
• Anonymity for rape victims . . . : should the rules change?
• An exception to the rule: a decision to change names
• The boy with a broken heart: Special problems when juveniles are newsmakers
• Civilly suitable: If law requires less, should media reveal more?
• Creating a victim: Plot for a fair story may not be foolproof
• “Everyone already knew”: A weak excuse for abandoning standards
• An exceptional case: Hartford Courant names rape victim
• Innocent victims: Naming the guilty . . . but guiltless
• Minor infraction: A newspaper’s case for breaking the law
• Names make news: One newspaper debates when and why
• Naming a victim: When do you break your own rule?
• Naming “johns”: Suicide raises ethical questions about policy
• Profile of controversy: New York Times reporter defends story on Kennedy rape claimant 
• What the media all missed: Times reporter finally sets record straight on Palm Beach rape profile
• Punishing plagiarizers: Does public exposure fit the sin?
• Sounding an alarm on AIDS: Spreading the word about someone who’s spreading the disease
• Suffer the Children: Journalists are guilty of child misuse

Other topics

• Anchor’s away: Where in the world is she? Or does it matter?
• The day the earth stood still: How the media covered the “earthquake”
• Good guys, bad guys and TV news: How television and other media promote police violence
• The Post’s exam answer story
• TV station “teases” suicide
• The year in review: 1990’s biggest ethical headaches and journalistic bloopers

Sensitive news topics

• Colorado media’s option play: Most passed; did they also fumble?
• Deadly lesson: Warning about sexual asphyxiation
• A delicate balance: Mental breakdowns & news coverage
• The Fallen Servant: When a hero is not a hero
• Handle with care: Priest murder story required extra sensitivity
• It’s the principle, really: Timing and people’s money matter, too
• Killing news: Responsible coverage of suicides
• Maybe what seems so right is wrong: A medical condition media-generated money can’t cure
• On the line: A reporter’s job vs. human decency
• Red flag for badgering: Ombudsman takes sportswriter to task
• Sharing the community’s grief: Little Rock news coverage of three teen-age suicides
• Suffer the children: Was story on molestation worth the human cost?
• The “super-crip” stereotype: Press victimization of disabled people
• “And then he said *&%*!!!”: When sexist and vulgar remarks are new
• When big is not better: Playing down a story for the community good
• When the KKK comes calling: What’s the story?
• Not the straight story: Can misleading readers ever be justified?

Workplace issues

• Agreeing to disagree: How one newspaper handles off-hour activities
• All in the family: When a journalist’s spouse creates a conflict of interests
• Family feud: Handling conflicts between journalists and partners
• Author! Author!: Ethical dilemmas when reporters turn author
• The Bee that roared: Taking a stand for editorial independence
• Brewing controversy: The commercialization of Linda Ellerbee
• Building barriers: The case against financial involvement
• Other views from librarians: When interests of client and newsroom conflict
• The ethics of information selling: Problems for library reference services
• Close to home: When your newsroom is part of the story
• Family Ties: When are relationships relationships relevant?
• How now, sacred cow?: United Way’s favored treatment by the media
• The ties that bind: Publisher’s link to United Way raises questions
• “Like any other story”: Can it be when it’s your union vs. your paper?
• When your newspaper is the news: Editors discuss their experiences
• Not friendly fire: News director at odds with CBS over story
• Overdraft on credibility?: Reporter faces conflict-of-interest charges
• Written rules can be hazardous: A lawyer views ethics codes
• Project censored, sins of omission and the hardest “W” of all – “why”
• Risking the newsroom’s image: How editors, in a good cause, can strain independence

Ethics Case Studies resources and social media channels

• Journalism and Media Ethics Cases
• Markkula Center for Applied Ethics
• Focus Areas
• Journalism and Media Ethics
• Journalism and Media Ethics Resources

For permission to reprint articles, submit requests to [email protected] .

How might news platforms and products ensure that ethical journalism on chronic issues is not drowned out by the noise of runaway political news cycles?

How can media institutions facilitate the free flow of information and promote truth during an election cycle shrouded in misinformation?

A reporter faces a choice between protecting a source or holding a source accountable for their public actions.

Should a source’s name be redacted retroactively from a student newspaper’s digital archive?

Should a student editor decline to publish an opinion piece that is culturally insensitive?

A tweet goes viral, but its news value is questionable.

What should student editors do if an opinion piece is based on factual inaccuracies?

Do student journalists’ friendships constitute a conflict of interest?

Is granting sexual assault survivors anonymity an act of journalistic compassion, or does it risk discrediting them?

Should student journalists grant anonymity to protect undocumented students?

• More pages:

paperclip Higher Education How the University of Sydney Proves the Value of Social Media

The University of Sydney, Australia's first university, was founded in 1850 and today has over 8,100 faculty, 73,000 students, and 380,000 alumni in more than 170 countries.

• 31.5% Increase in brand sentiment score since the launch of #usydonline
• 4x Instagram campaign engagement rate 4x higher than platform benchmarks
• 41% year-over-year increase in social video views

What they did

The University of Sydney created a social media strategy that enables the Social Squad to align content, goals, and reporting across the core social media team and the 36 official channels owned by various faculties.

Let's do this

Products used in this study, aligning content strategy across the university.

Before Hootsuite, there was a lot of inconsistency across the university’s social media channels. The central team had no visibility into how the faculties were managing content or measuring its success.

The social media team had a vision for what they wanted to achieve and what success looked like—but they needed better alignment across the university to bring that vision to life.

With Hootsuite, the team has greater insight into what’s happening and can measure the individual and combined success of the Social Squad.

The Social Squad meets weekly to discuss upcoming content, determine its strategic importance, and decide which channels to share it on to ensure it reaches the right audience. They also collaborate on best practices, test different ways of working, align on content, and track their progress.

Mapping the student journey with Hootsuite and Adobe

The University of Sydney’s website is built, managed, and measured through Adobe Experience Manager. The preconfigured Hootsuite integration with Adobe enables the university to track the impact of social media across the entire student journey.

Using built-in tracking codes, the school can measure engagement from the first time an individual engages on social media to when they become a prospective student on the website.

This end-to-end visibility into the student journey enables the social media team to measure and prove the return on investment in social media.

Tracking sentiment and proactively managing brand reputation

The University of Sydney uses Talkwalker and Hootsuite to understand people’s perceptions of the brand in various online channels.  Sentiment tracking  has transformed the university’s ability to measure and manage its brand reputation.

By monitoring brand sentiment scores and engaging in social listening, the social media team gains helpful insights to inform campaign strategy. It can then take proactive steps to boost sentiment through social media communications as needed.

For example, during the COVID-19 lockdowns, the team noticed negative sentiment around travel in Australia among international audiences. Following a thoughtful campaign called Stay Strong India, the team saw an incredible 30% increase in net sentiment score.

Measuring the impact and value of social media

In the past, the social team found it difficult to report on its progress in a meaningful way. There was so much content being shared across so many channels, it was hard to keep track of it all.

With the help of Hootsuite’s Business Value and Customer Success teams, the University of Sydney set benchmarks against other higher education institutions. The University can now demonstrate how it tracks higher than both industry and average platform benchmarks, mainly because it has a great understanding of its audiences.

With Hootsuite Advanced Analytics, the team can also clearly report on everything from engagement to campaign performance and return on investment without spending days or weeks analyzing data in spreadsheets.

The results

The University of Sydney is less than one year into its new social media strategy, and it is already using social media and tracking its performance in a way that raises the university to an entirely new level of social media best practice.

The team plans to continue executing its effective strategy, gathering more insights on student and academic audiences, and recruiting more influencers to help it continue to grow its social media presence and achieve its ambitious goals.

Put social media to work in every corner of your business

Trusted by 22+ million users in 175+ countries for managing social media.

The ability to show stakeholders how a social media post leads prospective students to the website and eventually to apply for a specific course helps us prove the value of social and justify more investment.

Related Case Studies

Enhancing the student experience with social media content

How Michael Graham uses social to unify brand messaging to become a digital-first organisation

Innovetive Petcare connects veterinary clinics with communities and melts hearts with pet-loving pics

Misinformation & Fake News

• Getting Started

Practice: Case Studies

Widely shared fake news stories from 2020-23, widely shared fake news stories from 2016-18, fake news exercise.

• Types of Misinformation
• Legitimate News Sources
• Books & Articles
• Video Resources
• Other Resources
• Case Study 1
• Case Study 1 - Explained
• Case Study 2
• Case Study 2 - Explained

On August 20, 2022, a TikTok video was posted, claiming that Disney World was going to lower the drinking age to 18. It was stated that Disney World was battling the Florida government in court to get a resort exemption, which would allow anyone 18 and older to drink on property. The TikTok video acquired millions of views in just a couple days. This story was also posted on facebook, instagram, and Twitter. Shortly after, the story made it on ABC 10 News.

The video originated from an article posted on a blog called Mouse Trap News. Small segment of the original article below. Full article can be found here: "Drinking Age at Disney World May be Lowered to 18".

The Claim: Walt Disney Company was seeking a resort exemption to lower the drinking age to 18 years old, in Disney World, Florida.

To find the truth about this story, we will use Michael Caufield's  Four Moves and a Habit. 

1. Check for previous work: For this case, we looked up this claim on  Snopes ( fact checking resource ). They published an article on the story and labeled it as fake news satire. It was also aired on ABC 10 News, on their fact or fiction  segment, where it was determined to be fiction. The news segment can be viewed  here .

2. Go upstream to the source:  The TikTok video originally came from an article published by the same TikTok user, @mousetrapnews. They have their own webpage dedicated to news stories about disneyland parks.  The original article claimed that Disney was battling Florida in the courts over the minimum drinking age, but no evidence such as sources or court filings are mentioned.

3. Read laterally: Upon further exploration of the site itself, their  About  page actually bluntly admits that they only write fake stories about Disney Parks (see picture below).

4. Circle back: If we go back to the main article explaining the story, it reads in the description an explanation of the National Minimum Drinking Age Act passed by congress and signed into law by President Reagan. The article then asks the reader a question "Didn’t think you would get a history lesson from us, did you?" and "Now that we have set up the act, we have some Disney news to go with it.", these playful comments already makes the story a little suspicious. We can also check another form of social media the user has. They also had an Instagram account, where they state "Real Disney News That is 100% Fake" and "The Onion Of Disney News".

 Interestingly enough, many of the Mouse Trap News fake news stories have been featured on different news websites and shows, such as The Associated Press, USA Today, and on The Tonight Show with Jimmy Fallon .

The Conclusion: The Walt Disney Company did not seek a resort exemption to lower the drinking age to 18 years old, in Disney World, Florida.

In October 2020, posts on social media and articles were published claiming that a new CDC study found the Majority of those infected with COVID-19 ‘always’ wore Masks (examples of the articles below). This claim was further elevated on October 15, 2020, a town hall broadcast by NBC, interviewed U.S. President Donald Trump. During this interview Trump stated, " But just the other day, they came out with a statement that 85% of the people that wear masks catch it." Trump's source for this claim was the new study published by the CDC. Full transcription of this interview can be found  here.  This information was ultimately, misinterpreted. Below is the CDC's tweet addressing the misinformation.

The Claim: CDC reported that the majority of those infected with COVID-19 ‘always’ wore masks.

• Check for previous work:  For this case, we looked up this claim on  Snopes and FactCheck.org ( fake news fact checker ). Both resources claim the information as false and misleading.
• Go upstream to the source:  The claim originated from a study published by the CDC titled,  Community and Close Contact Exposures Associated with COVID-19 Among Symptomatic Adults ≥18 Years in 11 Outpatient Health Care Facilities.   This study examined how SARS-CoV-2, the virus that causes COVID-19, may be transmitted both within communities and between close contacts. While Trump used the correct percentage from the study, the data was misinterpreted. The study reported that 85 percent had reported wearing masks always or often. The study also found that for those in the group who had tested negative, 89 percent had reported wearing masks with the same frequency. The CDC pointed out that "People w/ and w/o COVID19 had high levels of mask use in public. Even for those who always wear a mask, there are activities where masks can’t be worn, like eating or drinking. People w/ COVID-19 were more likely to have eaten in a restaurant." The study noted, "Exposures and activities where mask use and social distancing are difficult to maintain, including going to locations that offer on-site eating and drinking, might be important risk factors for SARS-CoV-2 infection."
• Read laterally: The claim is challenging the notion that wearing a mask is not effective at preventing the spread of COVID-19. We have to take in consideration that this study was investigating mask wearing in community activities. CDC's website provides Science Briefs  which is a summary of the scientific evidence used to inform specific CDC guidance and recommendations. In one  brief , they state, "individual prevention benefit increases with increasing numbers of people using masks consistently and correctly." So, the people from the original study might have not been using their masks effectively if repeatedly taking them off in social settings. Other medical experts such as Dr. Anthony Fauci, states "Masks aren't perfect. They help, but they're not a guarantee that you're not going to get Covid if you wear a mask”.  
• Circle back:  If you find yourself getting overwhelmed by other sources on the claim, circle back to the claim and investigate the background of that source. Using the  AllSides Media Bias Chart , we can see that  The Federalist  is listed on the very, far right side of the chart. The author of that article, Jordan Boyd, has her twitter page linked to her name and we can see that her posts are on the far right of the political spectrum. The  California Globe  is listed as a conservative leaning publication on  Snopes,  many of their other posts written by the author lean to the right of the political spectrum. You can also circle back to the original study the claims were based on and question the accurateness. One issue with the study is the data was self-reported through phone surveys. So, people could have inaccurately reported mask use since there was no video monitoring to confirm. 

Check Your Emotions:  The use of masks and its effectiveness against COVID-19 was a highly politicized topic when the pandemic started. By downplaying the severity of the virus (despite all the losses recorded by the CDC), President Trump's attitude about the pandemic and the use of masks contributed the view that the COVID-19 public health crisis should be viewed as a political issue.

Conclusion: The CDC did not report that the majority of those infected with COVID-19 ‘always’ wore masks.

For more examples on COVID-19 myths and using Michael Caufield's  Four Moves and a Habit to fact check them, visit our   COVID Vaccines Libguide.

• Jan. 6 Capitol Riot
• COVID-19 and Vit. C
• Adrenochrome Shipment
• RNA in Chicken Feed

The Claim: The U.S. Capitol police gave the protesters an "okay" to enter the Capitol.

• Check for previous work: For this claim, we looked up this claim on Factcheck.org  (fake news fact checker). Factcheck.org debunks the story here.
• Go upstream to the source: this claim originated from a video clip that was posted all over social media. This video clip was posted by a group of Trump supporters who attacked the United States Capitol Building in Washington, D.C., after U.S. President Donald Trump did not win the 2020 presidential election, on January 6, 2021. They uploaded a video where shows a police officer “appears to tell” the group that they wouldn't stop them from entering the building. However, nowhere in the video does the police make that claim. A fake news website called, The Gateway Pundit, reported the same claim on Facebook and Instagram. Even a radio show in Texas called “Walton & Johnson,” ran a similar headline.
• Read laterally: the next step would be to see what others are saying about this claim. In this case we should look at what the police officers in this video clip said about the incident. US Capitol police officers said in an email statement to factcheck.org , that the officers were blocking the whole way and attempting to de-escalate the situation by telling the crowd to not attack or assault and to remain calm. The Justice Department reported that about 140 police officers were assaulted that day.
• Circle back: If you find yourself, getting overwhelmed by other sources on the claim, circle back and investigate the background of that source. If we look back to the actual incident on January 6, 2021, we know from ample public evidence released by the FBI showed Trump supporters violently assaulting officers at the Capitol. Other shown footage included Trump supporters breaking through a metal barrier outside the capital and breaking windows of the building to enter.

Conclusion: The U.S. Capitol police never gave protestors permission to enter the Capitol.

The Claim: High doses of vitamin C can cure COVID-19.

• Check for previous work: Throughout the year 2020, many websites and social media posts were claiming how high doses of vitamin C could cure and/or be an effective treatment for COVID-19. For this case, we looked up this claim on Snopes (fact checkering source) which they claim the information as false and misleading.
• Go upstream to the source: These claims stemmed from multiple studies detailing how vitamin C can help support the bodies immune system. According to Harvard Health Publishing , vitamin C has some marginal benefits for the common cold, such as reducing the duration of symptoms, if it is taken before catching a cold. Those benefits can be achieved with a diet that includes 200 milligrams of vitamin C, which is easily obtainable with a daily diet that includes fruits and vegetables .
• Read laterally: To gain additional background on this claim, we can read multiple sources and this this case see if it has been tested in trials. The CDC ultimately reported that there was insufficient evidence for the panel to recommend either for or against vitamin C for the treatment of COVID-19 and non-hospitalized patients. Most of the trials had a limitation such as small sample sizes, study designs that had different doses or formulations of vitamin C and different outcome measures.
• Circle back: If you find yourself, getting overwhelmed by other sources on the claim, circle back to the claim, and investigate the background of that source. In this particular claim, there is some truth and vitamin C is good for your immunity. However, some of the hype around these claims came from unpublished sources, fake news, personal websites, and from "influencers" on social media. We can refer to the CDC website and peer review published articles about the relationship between COVID-19 and vitamin C. Clinical trials can be found on the ClinicalTrials.gov website.

Conclusion: doses of vitamin C are not a proven as an effective cure for COVID-19.

Claim: Putin intercepts adrenochrome shipment

1. Check for previous work: In this case if we looked for "adrenochrome putin shipment" to check for previous work, we would find that politifact.com already did a fact check on this story.

2. Go upstream to the source: This example is from Real Raw News . This website is known for fabricating stories; if that's information you knew coming into this evaluation, you would know this is an automatic red flag and we could stop here. However, if you didn't know that, you could make a few judgements about what other stories are on the page to get a sense of the angle and political bias for this news source. If you research Andrei Zakharov, whose name was used as a source of information, you'll find that he is a Russian journalist that works for the BBC Russian Service, not as Russian FSB Agent. As a story featuring adrenochrome and blood harvesting with a history of conspiracy theories behind it, you should already be skeptical. Looking up some of the facts in the story help us determine more about its truthiness.

3. Read laterally: Given what we've learned from steps 1 and 2, at this point in the evaluation we could stop our search, dismiss the story, and move on with our lives. However, if we aren't satisfied with what we found, out next step is to look for other stories about this issue. Are other reports of this story coming from reputable sources? Is the story reported elsewhere with the same facts? Are there discrepancies in what's being reported? This is the step where we need to be paying extra attention to who's publishing the story that corroborates this narrative. On the internet you can find pretty much anything you look for, but "anything" isn't always an accurate story to trust.

4. Circle back: There's plenty of facts within this story for us to investigate and check. However, we eventually want to come to a conclusion and circling back will bring us to the question of whether this story has any truth. Given what we've learned: no, this is not factual.

Check your Emotions: The habit we're practicing throughout is about checking our emotions. Do I want this story to be true? Does this story sound too outrageous to be true? Am I attached to what the truth about this story is one way or another?

The Claim: chickens are not laying eggs, because RNA is being added to commercial chicken feed.

• Check for previous work: For this case, we looked up this claim on politifact.com. This resource debunks it here.
• Go upstream to the source: The claim originated from a published research article titled, " Messenger RNA sequencing and pathway analysis provide novel insights into the biological basis of chickens’ feed efficiency. " This study aimed to characterize the biological basis of differences between chickens with low and high feed efficiency, with a long-term goal of improving the ability to select for feed efficiency. Nowhere in the article did it mention adding RNA to chicken feed. RNA sequencing was being used to see how differences in feed efficiency can be explained by what levels of RNA are produced by the chickens' cells.
• Read laterally: The next step would be to see what others are saying about this claim based on the article. PolitiFact actually did many email interviews with experts in the field, to talk about the claim. Multiple experts said commercial feed manufactures were not adding RNA to chicken feed, and that this claim was a misinterpretation of the data. The FDA also confirmed that RNA is not on its own, a feed additive. The articles cited from the original TikTok video are not relevant to the argument made in the video. The FDA also stated that there are many ways why a chicken's egg-laying behavior and quantity could change. They recommended consulting a licensed veterinarian, who can examine the animal and take a detailed medical and diet history.
• Circle back: If you find yourself, getting overwhelmed by other sources on the claim, circle back to the claim, and investigate the background of that source. The first thing one should question is how RNA is being referred to in the post. RNA stands for ribonucleic acid, which is a naturally occurring nucleic acid found in all living cells. So, the claim of adding synthetic RNA into commercial feed does not make any sense. Furthermore, a search can be done to confirm what common factors are affecting chicken egg laying. Common reasons listed were management practices, improper nutrition, parasite infection, disease, lighting, and stress.

Conclusion: RNA is not being added to commercial chicken feed.

• Trump Bills Michelle Obama
• "Pizzagate"
• Donald Trump Wins the Popular Vote
• Hillary's Health
• Muslims Demanding Handouts
• Burning Tipis at Standing Rock
• Student Desecrates Constitution

This example is from Before It's News; it's also featured on at least one other similarly fake website. The amounts supposedly owed by the Obamas are pretty unbelievable. Even if the presidential couple had indeed bought everything the article claims they did, the total would not come anywhere close to $11 billion, a figure equal to the GDP of a small country. It also includes some grammatical issues, and "eleventy" isn't a word.

It's also worth looking at the Before It's News site itself:

A few points:

• "Alternative," "Spirituality," and "Unexplained" are terms that one doesn't find among the tabs on any legitimate news site.
• No professional news organization lets just anyone "upload news."
• The presence of advertising, and the nature or quality of the products being advertised, is not a sound indicator of the site's reliability. Ads for Duracell batteries and Mapquest could quite conceivably show up in the margins of The Seattle Times ' website , for example. Newspapers, in both their print and online versions, generally cannot survive without ad revenue.
• This site deals heavily in sensationalist headlines (the ones underlined are just some of the most outrageous).

Among the most notorious fake news stories of 2016 was one alleging that Hillary Clinton was running a child-prostitution ring out of a Washington, D.C., pizzeria. This had real-world consequences for the employees of that pizzeria when an armed man decided to "self-investigate" the rumors, as described in  "Dissecting the #PizzaGate Conspiracy Theories,"  by Gregor Aisch, Jon Huang, and Cecilia Kang.

During the 2016 election, another persistent fake news story was that Donald Trump won both the popular vote and the electoral college vote. That Trump won the electoral college by a clear margin is undisputed. While the federal government did not release the official results of the popular vote until mid-2017, a great number of sources, ranging from the more conservative  The Wall Street Journal  to the more liberal  The New York Times reported Hillary Clinton winning the popular vote by margins ranging from approximately a million votes (on Nov. 9, 2016) to three million (NYT estimate as of Feb. 10, 2017).

During the 2016 presidential campaign, fake news sites circulated several stories alleging that Hillary Clinton was in poor health, the implication being that she was not fit enough for the rigors of the presidency. Fake news site 70News dedicated an entire section to these rumors, most of which were bolstered by photos or video clips showing Clinton in moments of apparent frailty or disorientation. This illustrates a common fake news tactic: the use of tidbits of truthful imagery to support exaggerated or unsubstantiated claims. Laura Mallonee writes about this phenomenon in " How Photos Fuel the Spread of Fake News ."

Not all fake news is geared toward a conservative audience; liberals may be just as quick to believe falsehoods that seem to confirm their hopes and fears. A February 2017 story run by Alternative Media Syndicate claimed that police forces arrayed against the pipeline protesters at the Standing Rock Indian Reservation raided and burned a protester camp, offering graphic imagery of flaming tipis as proof. This story is completely false; the image was taken from a 2007 HBO film, Bury My Heart At Wounded Knee . Snopes.com debunks the story here .

In February 2018, after surviving a shooting in which 17 of her schoolmates died, Florida teenager Emma Gonzalez became an outspoken proponent of gun control legislation. Not long after, imagery of her apparently tearing up a copy of the U.S. constitution went viral on right-wing websites. This imagery was doctored ; the originals came from a Teen Vogue photo shoot in which Gonzalez symbolically tore up a target sign. Photo manipulation is a time-honored propaganda tactic, but is now easier than ever thanks to Photoshop and other editing tools.

• Robert Amnor story

Work in groups of 3-5. Using any methods you can think of, try to determine whether the story is (a) false, (b) true, or (c) a mix of truth and falsehood. Go back to the home page of this guide if you need some direction on what to look for.

Discuss which (if any) of the fake news hallmarks from the first page of this guide are evident in this story.

• << Previous: Getting Started
• Next: Types of Misinformation >>
• Last Updated: Apr 16, 2024 12:19 PM
• URL: https://libguides.lib.cwu.edu/fakenews

• All Headlines

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.

Hertz (A) took the top spot. The case details the financial structure of the rental car company through the end of 2019. Hertz (B), which ranked third in CRDT’s list, describes the company’s struggles during the early part of the COVID pandemic and its eventual need to enter Chapter 11 bankruptcy. 

The success of the Hertz cases was unprecedented for the top 40 list. Usually, cases take a number of years to gain popularity, but the Hertz cases claimed top spots in their first year of release. Hertz (A) also became the first ‘cooked’ case to top the annual review, as all of the other winners had been web-based ‘raw’ cases.

Besides introducing students to the complicated financing required to maintain an enormous fleet of cars, the Hertz cases also expanded the diversity of case protagonists. Kathyrn Marinello was the CEO of Hertz during this period and the CFO, Jamere Jackson is black.

Sandwiched between the two Hertz cases, Coffee 2016, a perennial best seller, finished second. “Glory, Glory, Man United!” a case about an English football team’s IPO made a surprise move to number four.  Cases on search fund boards, the future of malls,  Norway’s Sovereign Wealth fund, Prodigy Finance, the Mayo Clinic, and Cadbury rounded out the top ten.

Other year-end data for 2021 showed:

• Online “raw” case usage remained steady as compared to 2020 with over 35K users from 170 countries and all 50 U.S. states interacting with 196 cases.
• Fifty four percent of raw case users came from outside the U.S..
• The Yale School of Management (SOM) case study directory pages received over 160K page views from 177 countries with approximately a third originating in India followed by the U.S. and the Philippines.
• Twenty-six of the cases in the list are raw cases.
• A third of the cases feature a woman protagonist.
• Orders for Yale SOM case studies increased by almost 50% compared to 2020.
• The top 40 cases were supervised by 19 different Yale SOM faculty members, several supervising multiple cases.

CRDT compiled the Top 40 list by combining data from its case store, Google Analytics, and other measures of interest and adoption.

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

And the Top 40 cases studies of 2021 are:

1.   Hertz Global Holdings (A): Uses of Debt and Equity

2.   Coffee 2016

3.   Hertz Global Holdings (B): Uses of Debt and Equity 2020

4.   Glory, Glory Man United!

5.   Search Fund Company Boards: How CEOs Can Build Boards to Help Them Thrive

6.   The Future of Malls: Was Decline Inevitable?

7.   Strategy for Norway's Pension Fund Global

8.   Prodigy Finance

9.   Design at Mayo

10. Cadbury

11. City Hospital Emergency Room

13. Volkswagen

14. Marina Bay Sands

15. Shake Shack IPO

16. Mastercard

17. Netflix

18. Ant Financial

19. AXA: Creating the New CR Metrics

20. IBM Corporate Service Corps

21. Business Leadership in South Africa's 1994 Reforms

22. Alternative Meat Industry

23. Children's Premier

24. Khalil Tawil and Umi (A)

25. Palm Oil 2016

26. Teach For All: Designing a Global Network

27. What's Next? Search Fund Entrepreneurs Reflect on Life After Exit

28. Searching for a Search Fund Structure: A Student Takes a Tour of Various Options

30. Project Sammaan

31. Commonfund ESG

32. Polaroid

33. Connecticut Green Bank 2018: After the Raid

34. FieldFresh Foods

35. The Alibaba Group

36. 360 State Street: Real Options

37. Herman Miller

38. AgBiome

39. Nathan Cummings Foundation

40. Toyota 2010

Be hyper-essential for hyper-connected Communications & Media

People and businesses are always on, whether watching, working, or enabling innovative new growth. Keep them engaged and successful by delivering the continuous experiences and capabilities they expect and need.

Communications & media now

estimated enterprise network spend in the next four years

of consumers have unsubscribed from at least one of the Big 5 streaming services in the past 12 months

of consumers would be interested in a single service that captured and shared all of their basic information and content preference

the outlay the SMB segment will put in IT and digital services between now and 2026

Segments we support

Communication providers enable mobile, scalable connectivity and information sharing between consumers, businesses and governments.

Media providers design, produce, distribute and market content for informational and entertainment purposes.

How to reinvent communications and media

Revolutionize and monetize to offset innovation investments.

Empower your customers to get everything, everywhere, all at once

Accelerate adoption and time-to-market across the network lifecycle

Build innovative business structure that transform core and differentiating capabilities.

Capture fragmented attention, and boost ad revenues

Unlock value, separating assets, services and operations, attract smbs with automation, analytics, and self-service tools, what’s trending in communications & media.

In our third annual report, we explore the challenges facing today’s media companies and offer a set of foundational imperatives to jumpstart reinvention that delivers.

By focusing on new opportunities provided by cloud, data and AI, CSPs can accelerate their legacy technology transformation to resolve tech debt and position themselves for new product and service growth. 

CSPs continue to invest billions in networks, both fixed and wireless. The challenge at hand is how their current network transformation can go beyond a generational upgrade.

M&A deal processes are ripe for reinvention. Gen AI will lead those reinventions and executives agree. Where they are investing, however, indicates a need for holistic strategies to realize the value they envision.

A race to climate neutrality by addressing Scope 4 emissions.

Accenture empowers Singtel and Zuellig Pharma to innovate with Ericsson 5G

Awards and recognition

Everest group #5g engineering services peak matrix® assessment 2023.

Named to Fortune's "All-Stars" list by business executives, directors and securities analysts, ranking us No. 32 overall and No. 1 in our category for 10 consecutive years.

A Leader in IDC Worldwide Media and Entertainment 2023 Vendor Assessment

Accenture was recognized for strength in strategy and vision and its ability to shape the future of the world’s largest companies through technology-enabled, agile strategies.

A Leader in IT Services for CSPs for eleventh consecutive year

Accenture Applied Intelligence’s IP-led approach to D&A services delivery, its strong adoption in the marketplace, and its increased growth across geographies and industries.

Our communications & media leaders

Francesco Venturini

Communications & Media Industry Sector Lead

Senior Managing Director – Communications & Media, North America

Boris Maurer

Managing Director – Communications & Media Lead, EMEA

Paolo Sidoti

Managing Director – Communications & Media, Growth Markets, Asia, Australia, Africa and Middle East

Saulo Bonizzato

Senior Managing Director – Communications & Media, Growth Markets, Latin America

Grow your careers at the heart of change.

How to Write a Case Study: Bookmarkable Guide & Template

Published: November 30, 2023

Earning the trust of prospective customers can be a struggle. Before you can even begin to expect to earn their business, you need to demonstrate your ability to deliver on what your product or service promises.

Sure, you could say that you're great at X or that you're way ahead of the competition when it comes to Y. But at the end of the day, what you really need to win new business is cold, hard proof.

One of the best ways to prove your worth is through a compelling case study. In fact, HubSpot’s 2020 State of Marketing report found that case studies are so compelling that they are the fifth most commonly used type of content used by marketers.

Below, I'll walk you through what a case study is, how to prepare for writing one, what you need to include in it, and how it can be an effective tactic. To jump to different areas of this post, click on the links below to automatically scroll.

Case Study Definition

Case study templates, how to write a case study.

• How to Format a Case Study

Business Case Study Examples

A case study is a specific challenge a business has faced, and the solution they've chosen to solve it. Case studies can vary greatly in length and focus on several details related to the initial challenge and applied solution, and can be presented in various forms like a video, white paper, blog post, etc.

In professional settings, it's common for a case study to tell the story of a successful business partnership between a vendor and a client. Perhaps the success you're highlighting is in the number of leads your client generated, customers closed, or revenue gained. Any one of these key performance indicators (KPIs) are examples of your company's services in action.

When done correctly, these examples of your work can chronicle the positive impact your business has on existing or previous customers and help you attract new clients.

Free Case Study Templates

Showcase your company's success using these three free case study templates.

• Data-Driven Case Study Template
• Product-Specific Case Study Template
• General Case Study Template

You're all set!

Click this link to access this resource at any time.

Why write a case study? 

I know, you’re thinking “ Okay, but why do I need to write one of these? ” The truth is that while case studies are a huge undertaking, they are powerful marketing tools that allow you to demonstrate the value of your product to potential customers using real-world examples. Here are a few reasons why you should write case studies. 

1. Explain Complex Topics or Concepts

Case studies give you the space to break down complex concepts, ideas, and strategies and show how they can be applied in a practical way. You can use real-world examples, like an existing client, and use their story to create a compelling narrative that shows how your product solved their issue and how those strategies can be repeated to help other customers get similar successful results.  

2. Show Expertise

Case studies are a great way to demonstrate your knowledge and expertise on a given topic or industry. This is where you get the opportunity to show off your problem-solving skills and how you’ve generated successful outcomes for clients you’ve worked with. 

3. Build Trust and Credibility

In addition to showing off the attributes above, case studies are an excellent way to build credibility. They’re often filled with data and thoroughly researched, which shows readers you’ve done your homework. They can have confidence in the solutions you’ve presented because they’ve read through as you’ve explained the problem and outlined step-by-step what it took to solve it. All of these elements working together enable you to build trust with potential customers.

4. Create Social Proof

Using existing clients that have seen success working with your brand builds social proof . People are more likely to choose your brand if they know that others have found success working with you. Case studies do just that — putting your success on display for potential customers to see. 

All of these attributes work together to help you gain more clients. Plus you can even use quotes from customers featured in these studies and repurpose them in other marketing content. Now that you know more about the benefits of producing a case study, let’s check out how long these documents should be. 

How long should a case study be?

The length of a case study will vary depending on the complexity of the project or topic discussed. However, as a general guideline, case studies typically range from 500 to 1,500 words. 

Whatever length you choose, it should provide a clear understanding of the challenge, the solution you implemented, and the results achieved. This may be easier said than done, but it's important to strike a balance between providing enough detail to make the case study informative and concise enough to keep the reader's interest.

The primary goal here is to effectively communicate the key points and takeaways of the case study. It’s worth noting that this shouldn’t be a wall of text. Use headings, subheadings, bullet points, charts, and other graphics to break up the content and make it more scannable for readers. We’ve also seen brands incorporate video elements into case studies listed on their site for a more engaging experience. 

Ultimately, the length of your case study should be determined by the amount of information necessary to convey the story and its impact without becoming too long. Next, let’s look at some templates to take the guesswork out of creating one. 

To help you arm your prospects with information they can trust, we've put together a step-by-step guide on how to create effective case studies for your business with free case study templates for creating your own.

Tell us a little about yourself below to gain access today:

And to give you more options, we’ll highlight some useful templates that serve different needs. But remember, there are endless possibilities when it comes to demonstrating the work your business has done.

1. General Case Study Template

Do you have a specific product or service that you’re trying to sell, but not enough reviews or success stories? This Product Specific case study template will help.

This template relies less on metrics, and more on highlighting the customer’s experience and satisfaction. As you follow the template instructions, you’ll be prompted to speak more about the benefits of the specific product, rather than your team’s process for working with the customer.

4. Bold Social Media Business Case Study Template

You can find templates that represent different niches, industries, or strategies that your business has found success in — like a bold social media business case study template.

In this template, you can tell the story of how your social media marketing strategy has helped you or your client through collaboration or sale of your service. Customize it to reflect the different marketing channels used in your business and show off how well your business has been able to boost traffic, engagement, follows, and more.

5. Lead Generation Business Case Study Template

It’s important to note that not every case study has to be the product of a sale or customer story, sometimes they can be informative lessons that your own business has experienced. A great example of this is the Lead Generation Business case study template.

If you’re looking to share operational successes regarding how your team has improved processes or content, you should include the stories of different team members involved, how the solution was found, and how it has made a difference in the work your business does.

Now that we’ve discussed different templates and ideas for how to use them, let’s break down how to create your own case study with one.

• Get started with case study templates.
• Determine the case study's objective.
• Establish a case study medium.
• Find the right case study candidate.
• Contact your candidate for permission to write about them.
• Ensure you have all the resources you need to proceed once you get a response.
• Download a case study email template.
• Define the process you want to follow with the client.
• Ensure you're asking the right questions.
• Layout your case study format.
• Publish and promote your case study.

1. Get started with case study templates.

Telling your customer's story is a delicate process — you need to highlight their success while naturally incorporating your business into their story.

If you're just getting started with case studies, we recommend you download HubSpot's Case Study Templates we mentioned before to kickstart the process.

2. Determine the case study's objective.

All business case studies are designed to demonstrate the value of your services, but they can focus on several different client objectives.

Your first step when writing a case study is to determine the objective or goal of the subject you're featuring. In other words, what will the client have succeeded in doing by the end of the piece?

The client objective you focus on will depend on what you want to prove to your future customers as a result of publishing this case study.

Your case study can focus on one of the following client objectives:

• Complying with government regulation
• Lowering business costs
• Becoming profitable
• Generating more leads
• Closing on more customers
• Generating more revenue
• Expanding into a new market
• Becoming more sustainable or energy-efficient

3. Establish a case study medium.

Next, you'll determine the medium in which you'll create the case study. In other words, how will you tell this story?

Case studies don't have to be simple, written one-pagers. Using different media in your case study can allow you to promote your final piece on different channels. For example, while a written case study might just live on your website and get featured in a Facebook post, you can post an infographic case study on Pinterest and a video case study on your YouTube channel.

Here are some different case study mediums to consider:

Written Case Study

Consider writing this case study in the form of an ebook and converting it to a downloadable PDF. Then, gate the PDF behind a landing page and form for readers to fill out before downloading the piece, allowing this case study to generate leads for your business.

Video Case Study

Plan on meeting with the client and shooting an interview. Seeing the subject, in person, talk about the service you provided them can go a long way in the eyes of your potential customers.

Infographic Case Study

Use the long, vertical format of an infographic to tell your success story from top to bottom. As you progress down the infographic, emphasize major KPIs using bigger text and charts that show the successes your client has had since working with you.

Podcast Case Study

Podcasts are a platform for you to have a candid conversation with your client. This type of case study can sound more real and human to your audience — they'll know the partnership between you and your client was a genuine success.

4. Find the right case study candidate.

Writing about your previous projects requires more than picking a client and telling a story. You need permission, quotes, and a plan. To start, here are a few things to look for in potential candidates.

Product Knowledge

It helps to select a customer who's well-versed in the logistics of your product or service. That way, he or she can better speak to the value of what you offer in a way that makes sense for future customers.

Remarkable Results

Clients that have seen the best results are going to make the strongest case studies. If their own businesses have seen an exemplary ROI from your product or service, they're more likely to convey the enthusiasm that you want prospects to feel, too.

One part of this step is to choose clients who have experienced unexpected success from your product or service. When you've provided non-traditional customers — in industries that you don't usually work with, for example — with positive results, it can help to remove doubts from prospects.

Recognizable Names

While small companies can have powerful stories, bigger or more notable brands tend to lend credibility to your own. In fact, 89% of consumers say they'll buy from a brand they already recognize over a competitor, especially if they already follow them on social media.

Customers that came to you after working with a competitor help highlight your competitive advantage and might even sway decisions in your favor.

5. Contact your candidate for permission to write about them.

To get the case study candidate involved, you have to set the stage for clear and open communication. That means outlining expectations and a timeline right away — not having those is one of the biggest culprits in delayed case study creation.

Most importantly at this point, however, is getting your subject's approval. When first reaching out to your case study candidate, provide them with the case study's objective and format — both of which you will have come up with in the first two steps above.

To get this initial permission from your subject, put yourself in their shoes — what would they want out of this case study? Although you're writing this for your own company's benefit, your subject is far more interested in the benefit it has for them.

Benefits to Offer Your Case Study Candidate

Here are four potential benefits you can promise your case study candidate to gain their approval.

Brand Exposure

Explain to your subject to whom this case study will be exposed, and how this exposure can help increase their brand awareness both in and beyond their own industry. In the B2B sector, brand awareness can be hard to collect outside one's own market, making case studies particularly useful to a client looking to expand their name's reach.

Employee Exposure

Allow your subject to provide quotes with credits back to specific employees. When this is an option for them, their brand isn't the only thing expanding its reach — their employees can get their name out there, too. This presents your subject with networking and career development opportunities they might not have otherwise.

Product Discount

This is a more tangible incentive you can offer your case study candidate, especially if they're a current customer of yours. If they agree to be your subject, offer them a product discount — or a free trial of another product — as a thank-you for their help creating your case study.

Backlinks and Website Traffic

Here's a benefit that is sure to resonate with your subject's marketing team: If you publish your case study on your website, and your study links back to your subject's website — known as a "backlink" — this small gesture can give them website traffic from visitors who click through to your subject's website.

Additionally, a backlink from you increases your subject's page authority in the eyes of Google. This helps them rank more highly in search engine results and collect traffic from readers who are already looking for information about their industry.

6. Ensure you have all the resources you need to proceed once you get a response.

So you know what you’re going to offer your candidate, it’s time that you prepare the resources needed for if and when they agree to participate, like a case study release form and success story letter.

Let's break those two down.

Case Study Release Form

This document can vary, depending on factors like the size of your business, the nature of your work, and what you intend to do with the case studies once they are completed. That said, you should typically aim to include the following in the Case Study Release Form:

• A clear explanation of why you are creating this case study and how it will be used.
• A statement defining the information and potentially trademarked information you expect to include about the company — things like names, logos, job titles, and pictures.
• An explanation of what you expect from the participant, beyond the completion of the case study. For example, is this customer willing to act as a reference or share feedback, and do you have permission to pass contact information along for these purposes?
• A note about compensation.

Success Story Letter

As noted in the sample email, this document serves as an outline for the entire case study process. Other than a brief explanation of how the customer will benefit from case study participation, you'll want to be sure to define the following steps in the Success Story Letter.

7. Download a case study email template.

While you gathered your resources, your candidate has gotten time to read over the proposal. When your candidate approves of your case study, it's time to send them a release form.

A case study release form tells you what you'll need from your chosen subject, like permission to use any brand names and share the project information publicly. Kick-off this process with an email that runs through exactly what they can expect from you, as well as what you need from them. To give you an idea of what that might look like, check out this sample email:

8. Define the process you want to follow with the client.

Before you can begin the case study, you have to have a clear outline of the case study process with your client. An example of an effective outline would include the following information.

The Acceptance

First, you'll need to receive internal approval from the company's marketing team. Once approved, the Release Form should be signed and returned to you. It's also a good time to determine a timeline that meets the needs and capabilities of both teams.

The Questionnaire

To ensure that you have a productive interview — which is one of the best ways to collect information for the case study — you'll want to ask the participant to complete a questionnaire before this conversation. That will provide your team with the necessary foundation to organize the interview, and get the most out of it.

The Interview

Once the questionnaire is completed, someone on your team should reach out to the participant to schedule a 30- to 60-minute interview, which should include a series of custom questions related to the customer's experience with your product or service.

The Draft Review

After the case study is composed, you'll want to send a draft to the customer, allowing an opportunity to give you feedback and edits.

The Final Approval

Once any necessary edits are completed, send a revised copy of the case study to the customer for final approval.

Once the case study goes live — on your website or elsewhere — it's best to contact the customer with a link to the page where the case study lives. Don't be afraid to ask your participants to share these links with their own networks, as it not only demonstrates your ability to deliver positive results and impressive growth, as well.

9. Ensure you're asking the right questions.

Before you execute the questionnaire and actual interview, make sure you're setting yourself up for success. A strong case study results from being prepared to ask the right questions. What do those look like? Here are a few examples to get you started:

• What are your goals?
• What challenges were you experiencing before purchasing our product or service?
• What made our product or service stand out against our competitors?
• What did your decision-making process look like?
• How have you benefited from using our product or service? (Where applicable, always ask for data.)

Keep in mind that the questionnaire is designed to help you gain insights into what sort of strong, success-focused questions to ask during the actual interview. And once you get to that stage, we recommend that you follow the "Golden Rule of Interviewing." Sounds fancy, right? It's actually quite simple — ask open-ended questions.

If you're looking to craft a compelling story, "yes" or "no" answers won't provide the details you need. Focus on questions that invite elaboration, such as, "Can you describe ...?" or, "Tell me about ..."

In terms of the interview structure, we recommend categorizing the questions and flowing them into six specific sections that will mirror a successful case study format. Combined, they'll allow you to gather enough information to put together a rich, comprehensive study.

Open with the customer's business.

The goal of this section is to generate a better understanding of the company's current challenges and goals, and how they fit into the landscape of their industry. Sample questions might include:

• How long have you been in business?
• How many employees do you have?
• What are some of the objectives of your department at this time?

Cite a problem or pain point.

To tell a compelling story, you need context. That helps match the customer's need with your solution. Sample questions might include:

• What challenges and objectives led you to look for a solution?
• What might have happened if you did not identify a solution?
• Did you explore other solutions before this that did not work out? If so, what happened?

Discuss the decision process.

Exploring how the customer decided to work with you helps to guide potential customers through their own decision-making processes. Sample questions might include:

• How did you hear about our product or service?
• Who was involved in the selection process?
• What was most important to you when evaluating your options?

Explain how a solution was implemented.

The focus here should be placed on the customer's experience during the onboarding process. Sample questions might include:

• How long did it take to get up and running?
• Did that meet your expectations?
• Who was involved in the process?

Explain how the solution works.

The goal of this section is to better understand how the customer is using your product or service. Sample questions might include:

• Is there a particular aspect of the product or service that you rely on most?
• Who is using the product or service?

End with the results.

In this section, you want to uncover impressive measurable outcomes — the more numbers, the better. Sample questions might include:

• How is the product or service helping you save time and increase productivity?
• In what ways does that enhance your competitive advantage?
• How much have you increased metrics X, Y, and Z?

10. Lay out your case study format.

When it comes time to take all of the information you've collected and actually turn it into something, it's easy to feel overwhelmed. Where should you start? What should you include? What's the best way to structure it?

To help you get a handle on this step, it's important to first understand that there is no one-size-fits-all when it comes to the ways you can present a case study. They can be very visual, which you'll see in some of the examples we've included below, and can sometimes be communicated mostly through video or photos, with a bit of accompanying text.

Here are the sections we suggest, which we'll cover in more detail down below:

• Title: Keep it short. Develop a succinct but interesting project name you can give the work you did with your subject.
• Subtitle: Use this copy to briefly elaborate on the accomplishment. What was done? The case study itself will explain how you got there.
• Executive Summary : A 2-4 sentence summary of the entire story. You'll want to follow it with 2-3 bullet points that display metrics showcasing success.
• About the Subject: An introduction to the person or company you served, which can be pulled from a LinkedIn Business profile or client website.
• Challenges and Objectives: A 2-3 paragraph description of the customer's challenges, before using your product or service. This section should also include the goals or objectives the customer set out to achieve.
• How Product/Service Helped: A 2-3 paragraph section that describes how your product or service provided a solution to their problem.
• Results: A 2-3 paragraph testimonial that proves how your product or service specifically benefited the person or company and helped achieve its goals. Include numbers to quantify your contributions.
• Supporting Visuals or Quotes: Pick one or two powerful quotes that you would feature at the bottom of the sections above, as well as a visual that supports the story you are telling.
• Future Plans: Everyone likes an epilogue. Comment on what's ahead for your case study subject, whether or not those plans involve you.
• Call to Action (CTA): Not every case study needs a CTA, but putting a passive one at the end of your case study can encourage your readers to take an action on your website after learning about the work you've done.

When laying out your case study, focus on conveying the information you've gathered in the most clear and concise way possible. Make it easy to scan and comprehend, and be sure to provide an attractive call-to-action at the bottom — that should provide readers an opportunity to learn more about your product or service.

11. Publish and promote your case study.

Once you've completed your case study, it's time to publish and promote it. Some case study formats have pretty obvious promotional outlets — a video case study can go on YouTube, just as an infographic case study can go on Pinterest.

But there are still other ways to publish and promote your case study. Here are a couple of ideas:

Lead Gen in a Blog Post

As stated earlier in this article, written case studies make terrific lead-generators if you convert them into a downloadable format, like a PDF. To generate leads from your case study, consider writing a blog post that tells an abbreviated story of your client's success and asking readers to fill out a form with their name and email address if they'd like to read the rest in your PDF.

Then, promote this blog post on social media, through a Facebook post or a tweet.

Published as a Page on Your Website

As a growing business, you might need to display your case study out in the open to gain the trust of your target audience.

Rather than gating it behind a landing page, publish your case study to its own page on your website, and direct people here from your homepage with a "Case Studies" or "Testimonials" button along your homepage's top navigation bar.

Format for a Case Study

The traditional case study format includes the following parts: a title and subtitle, a client profile, a summary of the customer’s challenges and objectives, an account of how your solution helped, and a description of the results. You might also want to include supporting visuals and quotes, future plans, and calls-to-action.

Image Source

The title is one of the most important parts of your case study. It should draw readers in while succinctly describing the potential benefits of working with your company. To that end, your title should:

• State the name of your custome r. Right away, the reader must learn which company used your products and services. This is especially important if your customer has a recognizable brand. If you work with individuals and not companies, you may omit the name and go with professional titles: “A Marketer…”, “A CFO…”, and so forth.
• State which product your customer used . Even if you only offer one product or service, or if your company name is the same as your product name, you should still include the name of your solution. That way, readers who are not familiar with your business can become aware of what you sell.
• Allude to the results achieved . You don’t necessarily need to provide hard numbers, but the title needs to represent the benefits, quickly. That way, if a reader doesn’t stay to read, they can walk away with the most essential information: Your product works.

The example above, “Crunch Fitness Increases Leads and Signups With HubSpot,” achieves all three — without being wordy. Keeping your title short and sweet is also essential.

2. Subtitle

Your subtitle is another essential part of your case study — don’t skip it, even if you think you’ve done the work with the title. In this section, include a brief summary of the challenges your customer was facing before they began to use your products and services. Then, drive the point home by reiterating the benefits your customer experienced by working with you.

The above example reads:

“Crunch Fitness was franchising rapidly when COVID-19 forced fitness clubs around the world to close their doors. But the company stayed agile by using HubSpot to increase leads and free trial signups.”

We like that the case study team expressed the urgency of the problem — opening more locations in the midst of a pandemic — and placed the focus on the customer’s ability to stay agile.

3. Executive Summary

The executive summary should provide a snapshot of your customer, their challenges, and the benefits they enjoyed from working with you. Think it’s too much? Think again — the purpose of the case study is to emphasize, again and again, how well your product works.

The good news is that depending on your design, the executive summary can be mixed with the subtitle or with the “About the Company” section. Many times, this section doesn’t need an explicit “Executive Summary” subheading. You do need, however, to provide a convenient snapshot for readers to scan.

In the above example, ADP included information about its customer in a scannable bullet-point format, then provided two sections: “Business Challenge” and “How ADP Helped.” We love how simple and easy the format is to follow for those who are unfamiliar with ADP or its typical customer.

4. About the Company

Readers need to know and understand who your customer is. This is important for several reasons: It helps your reader potentially relate to your customer, it defines your ideal client profile (which is essential to deter poor-fit prospects who might have reached out without knowing they were a poor fit), and it gives your customer an indirect boon by subtly promoting their products and services.

Feel free to keep this section as simple as possible. You can simply copy and paste information from the company’s LinkedIn, use a quote directly from your customer, or take a more creative storytelling approach.

In the above example, HubSpot included one paragraph of description for Crunch Fitness and a few bullet points. Below, ADP tells the story of its customer using an engaging, personable technique that effectively draws readers in.

5. Challenges and Objectives

The challenges and objectives section of your case study is the place to lay out, in detail, the difficulties your customer faced prior to working with you — and what they hoped to achieve when they enlisted your help.

In this section, you can be as brief or as descriptive as you’d like, but remember: Stress the urgency of the situation. Don’t understate how much your customer needed your solution (but don’t exaggerate and lie, either). Provide contextual information as necessary. For instance, the pandemic and societal factors may have contributed to the urgency of the need.

Take the above example from design consultancy IDEO:

“Educational opportunities for adults have become difficult to access in the United States, just when they’re needed most. To counter this trend, IDEO helped the city of South Bend and the Drucker Institute launch Bendable, a community-powered platform that connects people with opportunities to learn with and from each other.”

We love how IDEO mentions the difficulties the United States faces at large, the efforts its customer is taking to address these issues, and the steps IDEO took to help.

6. How Product/Service Helped

This is where you get your product or service to shine. Cover the specific benefits that your customer enjoyed and the features they gleaned the most use out of. You can also go into detail about how you worked with and for your customer. Maybe you met several times before choosing the right solution, or you consulted with external agencies to create the best package for them.

Whatever the case may be, try to illustrate how easy and pain-free it is to work with the representatives at your company. After all, potential customers aren’t looking to just purchase a product. They’re looking for a dependable provider that will strive to exceed their expectations.

In the above example, IDEO describes how it partnered with research institutes and spoke with learners to create Bendable, a free educational platform. We love how it shows its proactivity and thoroughness. It makes potential customers feel that IDEO might do something similar for them.

The results are essential, and the best part is that you don’t need to write the entirety of the case study before sharing them. Like HubSpot, IDEO, and ADP, you can include the results right below the subtitle or executive summary. Use data and numbers to substantiate the success of your efforts, but if you don’t have numbers, you can provide quotes from your customers.

We can’t overstate the importance of the results. In fact, if you wanted to create a short case study, you could include your title, challenge, solution (how your product helped), and result.

8. Supporting Visuals or Quotes

Let your customer speak for themselves by including quotes from the representatives who directly interfaced with your company.

Visuals can also help, even if they’re stock images. On one side, they can help you convey your customer’s industry, and on the other, they can indirectly convey your successes. For instance, a picture of a happy professional — even if they’re not your customer — will communicate that your product can lead to a happy client.

In this example from IDEO, we see a man standing in a boat. IDEO’s customer is neither the man pictured nor the manufacturer of the boat, but rather Conservation International, an environmental organization. This imagery provides a visually pleasing pattern interrupt to the page, while still conveying what the case study is about.

9. Future Plans

This is optional, but including future plans can help you close on a more positive, personable note than if you were to simply include a quote or the results. In this space, you can show that your product will remain in your customer’s tech stack for years to come, or that your services will continue to be instrumental to your customer’s success.

Alternatively, if you work only on time-bound projects, you can allude to the positive impact your customer will continue to see, even after years of the end of the contract.

10. Call to Action (CTA)

Not every case study needs a CTA, but we’d still encourage it. Putting one at the end of your case study will encourage your readers to take an action on your website after learning about the work you've done.

It will also make it easier for them to reach out, if they’re ready to start immediately. You don’t want to lose business just because they have to scroll all the way back up to reach out to your team.

To help you visualize this case study outline, check out the case study template below, which can also be downloaded here .

You drove the results, made the connection, set the expectations, used the questionnaire to conduct a successful interview, and boiled down your findings into a compelling story. And after all of that, you're left with a little piece of sales enabling gold — a case study.

To show you what a well-executed final product looks like, have a look at some of these marketing case study examples.

1. "Shopify Uses HubSpot CRM to Transform High Volume Sales Organization," by HubSpot

What's interesting about this case study is the way it leads with the customer. This reflects a major HubSpot value, which is to always solve for the customer first. The copy leads with a brief description of why Shopify uses HubSpot and is accompanied by a short video and some basic statistics on the company.

Notice that this case study uses mixed media. Yes, there is a short video, but it's elaborated upon in the additional text on the page. So, while case studies can use one or the other, don't be afraid to combine written copy with visuals to emphasize the project's success.

2. "New England Journal of Medicine," by Corey McPherson Nash

When branding and design studio Corey McPherson Nash showcases its work, it makes sense for it to be visual — after all, that's what they do. So in building the case study for the studio's work on the New England Journal of Medicine's integrated advertising campaign — a project that included the goal of promoting the client's digital presence — Corey McPherson Nash showed its audience what it did, rather than purely telling it.

Notice that the case study does include some light written copy — which includes the major points we've suggested — but lets the visuals do the talking, allowing users to really absorb the studio's services.

3. "Designing the Future of Urban Farming," by IDEO

Here's a design company that knows how to lead with simplicity in its case studies. As soon as the visitor arrives at the page, he or she is greeted with a big, bold photo, and two very simple columns of text — "The Challenge" and "The Outcome."

Immediately, IDEO has communicated two of the case study's major pillars. And while that's great — the company created a solution for vertical farming startup INFARM's challenge — it doesn't stop there. As the user scrolls down, those pillars are elaborated upon with comprehensive (but not overwhelming) copy that outlines what that process looked like, replete with quotes and additional visuals.

4. "Secure Wi-Fi Wins Big for Tournament," by WatchGuard

Then, there are the cases when visuals can tell almost the entire story — when executed correctly. Network security provider WatchGuard can do that through this video, which tells the story of how its services enhanced the attendee and vendor experience at the Windmill Ultimate Frisbee tournament.

5. Rock and Roll Hall of Fame Boosts Social Media Engagement and Brand Awareness with HubSpot

In the case study above , HubSpot uses photos, videos, screenshots, and helpful stats to tell the story of how the Rock and Roll Hall of Fame used the bot, CRM, and social media tools to gain brand awareness.

6. Small Desk Plant Business Ups Sales by 30% With Trello

This case study from Trello is straightforward and easy to understand. It begins by explaining the background of the company that decided to use it, what its goals were, and how it planned to use Trello to help them.

It then goes on to discuss how the software was implemented and what tasks and teams benefited from it. Towards the end, it explains the sales results that came from implementing the software and includes quotes from decision-makers at the company that implemented it.

7. Facebook's Mercedes Benz Success Story

Facebook's Success Stories page hosts a number of well-designed and easy-to-understand case studies that visually and editorially get to the bottom line quickly.

Each study begins with key stats that draw the reader in. Then it's organized by highlighting a problem or goal in the introduction, the process the company took to reach its goals, and the results. Then, in the end, Facebook notes the tools used in the case study.

Showcasing Your Work

You work hard at what you do. Now, it's time to show it to the world — and, perhaps more important, to potential customers. Before you show off the projects that make you the proudest, we hope you follow these important steps that will help you effectively communicate that work and leave all parties feeling good about it.

Editor's Note: This blog post was originally published in February 2017 but was updated for comprehensiveness and freshness in July 2021.

Don't forget to share this post!

Related articles.

7 Pieces of Content Your Audience Really Wants to See [New Data]

How to Market an Ebook: 21 Ways to Promote Your Content Offers

How to Write a Listicle [+ Examples and Ideas]

28 Case Study Examples Every Marketer Should See

What Is a White Paper? [FAQs]

What is an Advertorial? 8 Examples to Help You Write One

How to Create Marketing Offers That Don't Fall Flat

20 Creative Ways To Repurpose Content

16 Important Ways to Use Case Studies in Your Marketing

11 Ways to Make Your Blog Post Interactive

Showcase your company's success using these free case study templates.

Marketing software that helps you drive revenue, save time and resources, and measure and optimize your investments — all on one easy-to-use platform

• SOCIETY OF PROFESSIONAL JOURNALISTS

Home > Ethics > Ethics Case Studies

Ethics Ethics Case Studies

The SPJ Code of Ethics is voluntarily embraced by thousands of journalists, regardless of place or platform, and is widely used in newsrooms and classrooms as a guide for ethical behavior. The code is intended not as a set of "rules" but as a resource for ethical decision-making. It is not — nor can it be under the First Amendment — legally enforceable. For an expanded explanation, please follow this link .

For journalism instructors and others interested in presenting ethical dilemmas for debate and discussion, SPJ has a useful resource. We've been collecting a number of case studies for use in workshops. The Ethics AdviceLine operated by the Chicago Headline Club and Loyola University also has provided a number of examples. There seems to be no shortage of ethical issues in journalism these days. Please feel free to use these examples in your classes, speeches, columns, workshops or other modes of communication.

Kobe Bryant’s Past: A Tweet Too Soon? On January 26, 2020, Kobe Bryant died at the age of 41 in a helicopter crash in the Los Angeles area. While the majority of social media praised Bryant after his death, within a few hours after the story broke, Felicia Sonmez, a reporter for The Washington Post , tweeted a link to an article from 2003 about the allegations of sexual assault against Bryant. The question: Is there a limit to truth-telling? How long (if at all) should a journalist wait after a person’s death before resurfacing sensitive information about their past?

A controversial apology After photographs of a speech and protests at Northwestern University appeared on the university's newspaper's website, some of the participants contacted the newspaper to complain. It became a “firestorm,” — first from students who felt victimized, and then, after the newspaper apologized, from journalists and others who accused the newspaper of apologizing for simply doing its job. The question: Is an apology the appropriate response? Is there something else the student journalists should have done?

Using the ‘Holocaust’ Metaphor People for the Ethical Treatment of Animals, or PETA, is a nonprofit animal rights organization known for its controversial approach to communications and public relations. In 2003, PETA launched a new campaign, named “Holocaust on Your Plate,” that compares the slaughter of animals for human use to the murder of 6 million Jews in WWII. The question: Is “Holocaust on Your Plate” ethically wrong or a truthful comparison?

Aaargh! Pirates! (and the Press) As collections of songs, studio recordings from an upcoming album or merely unreleased demos, are leaked online, these outlets cover the leak with a breaking story or a blog post. But they don’t stop there. Rolling Stone and Billboard often also will include a link within the story to listen to the songs that were leaked. The question: If Billboard and Rolling Stone are essentially pointing readers in the right direction, to the leaked music, are they not aiding in helping the Internet community find the material and consume it?

Reigning on the Parade Frank Whelan, a features writer who also wrote a history column for the Allentown, Pennsylvania, Morning Call , took part in a gay rights parade in June 2006 and stirred up a classic ethical dilemma. The situation raises any number of questions about what is and isn’t a conflict of interest. The question: What should the “consequences” be for Frank Whelan?

Controversy over a Concert Three former members of the Eagles rock band came to Denver during the 2004 election campaign to raise money for a U.S. Senate candidate, Democrat Ken Salazar. John Temple, editor and publisher of the Rocky Mountain News, advised his reporters not to go to the fundraising concerts. The question: Is it fair to ask newspaper staffers — or employees at other news media, for that matter — not to attend events that may have a political purpose? Are the rules different for different jobs at the news outlet?

Deep Throat, and His Motive The Watergate story is considered perhaps American journalism’s defining accomplishment. Two intrepid young reporters for The Washington Post , carefully verifying and expanding upon information given to them by sources they went to great lengths to protect, revealed brutally damaging information about one of the most powerful figures on Earth, the American president. The question: Is protecting a source more important than revealing all the relevant information about a news story?

When Sources Won’t Talk The SPJ Code of Ethics offers guidance on at least three aspects of this dilemma. “Test the accuracy of information from all sources and exercise care to avoid inadvertent error.” One source was not sufficient in revealing this information. The question: How could the editors maintain credibility and remain fair to both sides yet find solid sources for a news tip with inflammatory allegations?

A Suspect “Confession” John Mark Karr, 41, was arrested in mid-August in Bangkok, Thailand, at the request of Colorado and U.S. officials. During questioning, he confessed to the murder of JonBenet Ramsey. Karr was arrested after Michael Tracey, a journalism professor at the University of Colorado, alerted authorities to information he had drawn from e-mails Karr had sent him over the past four years. The question: Do you break a confidence with your source if you think it can solve a murder — or protect children half a world away?

Who’s the “Predator”? “To Catch a Predator,” the ratings-grabbing series on NBC’s Dateline, appeared to catch on with the public. But it also raised serious ethical questions for journalists. The question: If your newspaper or television station were approached by Perverted Justice to participate in a “sting” designed to identify real and potential perverts, should you go along, or say, “No thanks”? Was NBC reporting the news or creating it?

The Media’s Foul Ball The Chicago Cubs in 2003 were five outs from advancing to the World Series for the first time since 1945 when a 26-year-old fan tried to grab a foul ball, preventing outfielder Moises Alou from catching it. The hapless fan's identity was unknown. But he became recognizable through televised replays as the young baby-faced man in glasses, a Cubs baseball cap and earphones who bobbled the ball and was blamed for costing the Cubs a trip to the World Series. The question: Given the potential danger to the man, should he be identified by the media?

Publishing Drunk Drivers’ Photos When readers of The Anderson News picked up the Dec. 31, 1997, issue of the newspaper, stripped across the top of the front page was a New Year’s greeting and a warning. “HAVE A HAPPY NEW YEAR,” the banner read. “But please don’t drink and drive and risk having your picture published.” Readers were referred to the editorial page where White explained that starting in January 1998 the newspaper would publish photographs of all persons convicted of drunken driving in Anderson County. The question: Is this an appropriate policy for a newspaper?

Naming Victims of Sex Crimes On January 8, 2007, 13-year-old Ben Ownby disappeared while walking home from school in Beaufort, Missouri. A tip from a school friend led police on a frantic four-day search that ended unusually happily: the police discovered not only Ben, but another boy as well—15-year-old Shawn Hornbeck, who, four years earlier, had disappeared while riding his bike at the age of 11. Media scrutiny on Shawn’s years of captivity became intense. The question: Question: Should children who are thought to be the victims of sexual abuse ever be named in the media? What should be done about the continued use of names of kidnap victims who are later found to be sexual assault victims? Should use of their names be discontinued at that point?

A Self-Serving Leak San Francisco Chronicle reporters Mark Fainaru-Wada and Lance Williams were widely praised for their stories about sports figures involved with steroids. They turned their investigation into a very successful book, Game of Shadows . And they won the admiration of fellow journalists because they were willing to go to prison to protect the source who had leaked testimony to them from the grand jury investigating the BALCO sports-and-steroids. Their source, however, was not quite so noble. The question: Should the two reporters have continued to protect this key source even after he admitted to lying? Should they have promised confidentiality in the first place?

The Times and Jayson Blair Jayson Blair advanced quickly during his tenure at The New York Times , where he was hired as a full-time staff writer after his internship there and others at The Boston Globe and The Washington Post . Even accusations of inaccuracy and a series of corrections to his reports on Washington, D.C.-area sniper attacks did not stop Blair from moving on to national coverage of the war in Iraq. But when suspicions arose over his reports on military families, an internal review found that he was fabricating material and communicating with editors from his Brooklyn apartment — or within the Times building — rather than from outside New York. The question: How does the Times investigate problems and correct policies that allowed the Blair scandal to happen?

Cooperating with the Government It began on Jan. 18, 2005, and ended two weeks later after the longest prison standoff in recent U.S. history. The question: Should your media outlet go along with the state’s request not to release the information?

Offensive Images Caricatures of the Prophet Muhammad didn’t cause much of a stir when they were first published in September 2005. But when they were republished in early 2006, after Muslim leaders called attention to the 12 images, it set off rioting throughout the Islamic world. Embassies were burned; people were killed. After the rioting and killing started, it was difficult to ignore the cartoons. Question: Do we publish the cartoons or not?

The Sting Perverted-Justice.com is a Web site that can be very convenient for a reporter looking for a good story. But the tactic raises some ethical questions. The Web site scans Internet chat rooms looking for men who can be lured into sexually explicit conversations with invented underage correspondents. Perverted-Justice posts the men’s pictures on its Web site. Is it ethically defensible to employ such a sting tactic? Should you buy into the agenda of an advocacy group — even if it’s an agenda as worthy as this one?

A Media-Savvy Killer Since his first murder in 1974, the “BTK” killer — his own acronym, for “bind, torture, kill” — has sent the Wichita Eagle four letters and one poem. How should a newspaper, or other media outlet, handle communications from someone who says he’s guilty of multiple sensational crimes? And how much should it cooperate with law enforcement authorities?

A Congressman’s Past The (Portland) Oregonian learned that a Democratic member of the U.S. Congress, up for re-election to his fourth term, had been accused by an ex-girlfriend of a sexual assault some 28 years previously. But criminal charges never were filed, and neither the congressman, David Wu, nor his accuser wanted to discuss the case now, only weeks before the 2004 election. Question: Should The Oregonian publish this story?

Using this Process to Craft a Policy It used to be that a reporter would absolutely NEVER let a source check out a story before it appeared. But there has been growing acceptance of the idea that it’s more important to be accurate than to be independent. Do we let sources see what we’re planning to write? And if we do, when?

SPJ News –  SPJ urges swift action by Senate panel on federal shield law to protect journalists –  SPJ calls for action by journalists against gag rules after key legal win –  SPJ Foundation awards over $45,000 in grants to seven initiatives and journalism programs

While other MediaPost newsletters and articles remain free to all ... our new Research Intelligencer service is reserved for paid subscribers ...

Subscribe today to gain access to every Research Intelligencer article we publish as well as the exclusive daily newsletter, full access to The MediaPost Cases , first-look research and daily insights from Joe Mandese, Editor in Chief.

If you're already a paid subscriber, please sign-in.

Username   

Password       Forgot?

Become a free MediaPost member now to read this article

• Unlimited articles every day
• Keep up-to-date with media, marketing and advertising news
• Invitations to exclusive industry events and research

Log in if you are already a member

• A Call: Principal Media Case Studies
• by Bill Duggan , Yesterday

The Association of National Advertisers (ANA) recently released a study (“ The Acceleration of Principal Media ") revealing that when it comes to buying media, ad agencies are increasingly acting as principals rather than agents. That means they actually acquire the media — therefore becoming the owner, or “principal,” of that media — and resell the media to their clients.

The study is intended to increase awareness and help educate marketers — the background, benefits, challenges, and guidelines — so they can make an informed decision about the role of principal media for them.  It features four case studies highlighting how marketers have leveraged principal media. We welcome additional case studies. Those in the paper are from companies in these industries – financial services, alcoholic beverages, CPG, and pharma. 

• A financial services company: “Principal media can have a beneficial role in the overall mix to get high efficiencies on commodity media, especially when faced with unexpected savings requirements. We’ve successfully used it, mainly with linear TV, to help achieve marketing’s contribution to enterprise-wide efficiency goals, as well as to maintain optimal weight in response to ad hoc budget reductions. It’s a relatively turnkey lever for savings of 10 to 15 percent on pockets of standardized, ‘spots and dots,’ non-biddable media. You just need to do your homework and have the appropriate controls in place. That includes an agency contract stipulating it’s used only on an opt-in, case-by-case basis with prior written approval every time by a designated executive, as well as full post-buy deliverables. Principal media has perfectly valid applications for advertisers that manage it tightly, and I know several client-side media stewards that wouldn’t want it removed as one of the arrows in their quiver.”
• A marketer of alcoholic beverages: This company uses some television in its media plan, acquired via the traditional upfront. But it is not a major TV buyer. Given the need to support a new product, more television was required. The scatter market was tight at the time, so that inventory would carry a CPM premium. The agency suggested principal media as a solution.
• A CPG: The product portfolio for Company X is heavily dependent on a commodity whose price has increased significantly in the past two years. Price increases for the company’s core product have already been implemented, but margins continue to be squeezed. Company X is cutting back on overall advertising spending and is now using principal media for the first time in recent memory, given the cost savings. The agency guaranteed cost savings of approximately 15 percent. Company X is viewing this situation opportunistically. If principal media is able to meet the performance KPIs of its traditional, agent-based media buys, it could become a bigger part of the company’s overall spending going forward.
• A pharmaceutical company: This company uses principal media specifically for a division that has been challenged with declining sales and therefore also declining marketing budgets. Those declining budgets have meant that no funds are available for much-needed research support that could help optimize media investments. This company turned to principal media as a solution. The use of principal media has resulted in cost savings of approximately 15 percent, which has been reinvested in research focused on media effectiveness and marketing mix modeling. About 10 percent of the budget has been placed via principal media. For all principal media deals, the client requires that the agency provide a detailed cost/benefit analysis to support the recommendation, which includes an option without principal media. The marketer maintains that the principal media must be auditable for quality/performance and placement — including IVT, viewability, brand safety, and adherence to inclusion/exclusion lists. The client understands that costs cannot be audited but insists that quality/performance and placement are indeed auditable. Overall, principal media has been a good solution, given this company’s situation.

advertisement

These are good case studies – and we would like more. Consider this a call to the industry to provide additional case studies, which ANA would then feature on our website here – www.ana.net/principalmedia (where the white paper also lives). Those could be with or without specific attribution to the agency and client. 

Email them to [email protected].

BILL DUGGAN , group executive vice president, Association of National Advertisers

• Reimagining Maslow, But For Gen Z
• The Creator/Advertiser Trust Delta
• Microsoft Unveils The Copilot Of Media Planning
• Training AI To Target People Better

Protecting Servicemembers from Foreign Influence: A Counter-MDM Toolkit

Executive summary.

Recognizing the significant and growing threat to servicemembers from mis-/dis-/mal-information (MDM), the Department of Defense (DOD) has recently published policy and doctrine on social media use and the challenges posed by MDM. However, combating MDM is complex and requires a substantial and coordinated response.

A comprehensive human-centric approach to countering MDM (versus a technology-centric approach such as using AI to identify MDM) is one that recognizes the need to protect against our psychological and social vulnerabilities to MDM. In other words, it is necessary to acknowledge—and identify, design, and implement—counter-MDM solutions that address both the psychological vulnerabilities that make us receptive to MDM (e.g., our tendency to accept at face value content that looks official), and the social structures that make organizations vulnerable to the spread of MDM (e.g., our tendency to believe content from authoritative figures in hierarchical organizations). This work focuses on the former, but work on the latter is equally important.

MDM exploits normal psychological mechanisms that help people to function in their daily lives (for more, see our earlier work, The Psychology of (Dis)information) . Further, the availability of MDM is constant due to the 24-hour “breaking” news cycle and the easy accessibility of cultivated content on social media platforms. In the 1960s, the primary MDM threat to servicemembers was limited to prisoners of war, so the US government mainly needed to provide tools and support to those affected persons. However, under the current threat, the US government needs to provide this training to every servicemember with a smartphone.

To counter MDM on a large scale within a distributed population—one that is constant being exposed to MDM—this research examined four evidence-based interventions:

• Inoculation: The practice of exposing individuals to persuasive messages containing weakened arguments that threaten an attitude or belief in order to “inoculate” them against stronger persuasive messages and attacks on this attitude or belief in the future.
• Debunking: The use of a concise correction to MDM that demonstrates that the prior message or messaging campaign was inaccurate.
• Fact-checking: A journalistic practice designed to reject clearly false claims with empirical evidence from neutral or unimpeachable sources.
• Media literacy: An individual’s ability to critically assess a piece of content. It includes the skills required to evaluate a piece of content as well as an understanding of the structures that produced that content.

A full review of the literature on these interventions—including a brief history and definition of each technique, a description of how they work, and a summary of the state of research on each technique—is available in the companion to this report: Evidence-Based Techniques for Countering Mis-/Dis-/Mal-information: A Primer . In that review, we summarized the literature that used the term debunking separately from the literature that used the term fact-checking. However, there is considerable overlap in the best practices, advantages, and disadvantages of these two techniques. Because this document is written for practitioners, we have combined debunking and fact-checking in our analysis and recommendations.

The primary objective of this report is to provide DOD with practical recommendations for how to use counter-MDM interventions to mitigate the threat. We first provide an assessment of how appropriate each intervention is to a military context, and then we provide DOD with recommendations for using these techniques, including methods (virtual or in person), timing for refresher training, and best practices. We also provide a list of available tools and our assessment of their adaptability for the military.

Appropriateness for the military

To evaluate the appropriateness of the interventions for the military, we considered five factors: the population studied, the structure of the intervention (e.g., scalability, length of time required for training, and neutrality of the content), the longevity of the effects, whether the intervention is preventative or reactive, and the flexibility of the intervention to function in both a steady-state and a crisis environment.

• We found that technique-based inoculation interventions are appropriate for the military, but issue-based inoculation interventions should be carefully considered to make sure that their content is nonpartisan.
• Debunking and fact-checking will not build counter-MDM skills on their own. However, corrections of inaccurate information do work and can create a healthier media ecosystem. Thus, it is important for DOD to engage in debunking and fact-checking when appropriate.
• Media literacy training is appropriate for the military because it can be prophylactic and skill-building. In addition, this training can be designed to be nonpartisan and neutral.

Recommended course of action and best practices

Our analysis indicates that each intervention has clear advantages and disadvantages. By combining them, DOD can create a scalable and durable training program that provides all servicemembers with a baseline level of knowledge (i.e., protection) and includes a mechanism for responding to an MDM campaign or crisis. Specifically, we recommend the following actions:

• DOD should identify and deploy an already-existing media literacy program.
• DOD should work with academic experts to adapt an already-existing inoculation intervention.
• DOD communications personnel (i.e., those who are engaged in public-facing communication and those who are engaged in communicating to the force itself) should engage in debunking and fact-checking when appropriate.

We also provide guidance to inform decision-making on when to use a specific type of intervention, language for how to describe trainings and interventions to those who will receive them, and tips for how to design the interventions (e.g., how to build a fact-check). These best practices are designed for policy-makers, leaders, public health officials, and public affairs officers and can help DOD identify, design, and implement counter-MDM training.

DISTRIBUTION STATEMENT A. Approved for public release: distribution unlimited.

• Document Number: DRM-2023-U-035083-Final
• Publication Date: 5/23/2024

Kelly Rowland Says ‘I Stood My Ground’ in Clash With Cannes Red Carpet Usher: Other Women ‘Who Didn’t Quite Look Like Me Didn’t Get Scolded or Pushed Off’

By Zack Sharf

Digital News Director

• Viggo Mortensen Asked Peter Jackson if He Could Use Aragorn’s Sword in a New Movie, Says He’d Star in New ‘Lord of the Rings’ Movie Only ‘If I Was Right for the Character’ 2 days ago
• Lucasfilm Boss Kathleen Kennedy Says ‘A Lot of Women’ in ‘Star Wars’ Struggle With Fan Attacks ‘Because of the Fan Base Being So Male Dominated’ 2 days ago
• Bill Skarsgård Says ‘It’ Studio Was ‘Kind of Mean’ to Release First Pennywise Photo Before Filming as It Ignited Fan Backlash and ‘So Many Hateful Opinions’ 2 days ago

Kelly Rowland is speaking out about being “scolded” by an usher on the Cannes Film Festival red carpet. The “Destiny’s Child” alum made headlines out of Cannes earlier this week when she appeared to clash with a red carpet usher at the premiere of “Marcello Mio.” Speaking to the Associated Press at the amfAR gala a couple days later, Rowland confirmed she was “told to get off” the carpet.

Popular on Variety

The Cannes Film Festival is known for its strict red carpet policies. It does not allow attendees walking the red carpet to take selfies or use their cameras. Ushers often hurry guests into the theater and don’t allow them to linger on the carpet. The festival also once had a notorious dress code policy that banned women who weren’t wearing heels from walking the red carpet, although the policy was changed after the festival received backlash during its 2015 edition.

Watch Rowland’s full comments to the Associated Press in the post below.

"I stood my ground." Kelly Rowland says "I have a boundary" after video of her argument with a red carpet security guard at the Cannes Film Festival went viral this week. pic.twitter.com/Z5UZMF56SA — AP Entertainment (@APEntertainment) May 23, 2024

More From Our Brands

Ticketmaster acknowledges data breach after hacker claimed stealing info from 560 million customers, garrison brothers just dropped 4 new ultra-limited bourbons, mlb marketing effort celebrates baseball’s latino stars, fans, the best loofahs and body scrubbers, according to dermatologists, fox, grace and frankie team developing drama about miracle-hunting task force, verify it's you, please log in.