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20 Best Social Media Marketing Case Study Examples

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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.

132 Social Media Case Studies – Successes and Failures

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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.

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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:

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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!

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

Written by by Jenn Chen

Published on  October 10, 2019

Reading time  8 minutes

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

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

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

What is a social media case study?

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

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

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

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

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

How to write a social marketing case study

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

1. Prepare your questions

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

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

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

2. Interview

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

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

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

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

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

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

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

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

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

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

3. Request assets and graphics

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

Some common assets include:

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

4. Write the copy

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

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

5. Pay attention to formatting

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

Social media case study template

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

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

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

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

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

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12 great case study examples (plus case study writing tips)

GatherContent Contributor, Writer

5 minute read.

Interviewed by:

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This long-form content style is also becoming more common as more marketers discover its value. According to Hubspot’s 2021 State of Marketing report , more than 30% of marketers use case studies as a primary marketing media—up from 13% in 2020.

If you’re new to the world of case studies, we’ll be diving into what case studies are, why they’re important, and how to create your own. We’ll also highlight some compelling case study examples that you can learn from.

What is a case study?

A good case study highlights customer stories showing the following:

• The problems the business faced before using a product or service
• How the product or service proposed to solve the problems
• The before and after of using a product or service
• The measurable positive impact of the product or service on metrics such as click-through rate, website traffic, or sales

While case studies are most often product or service-focused, sometimes businesses use them to share their brand or founder story.

These types of case studies typically focus on organizational progress, such as how they grew their revenue or website traffic. One example is this Outfunnel case study on how the team saved over 80% of its time with user onboarding.

Why are case studies important?

They may not suit every business. But case studies are beneficial, for example, for helping SaaS brands reach future customers.

If they make sense for your industry, case studies should be an important part of your content marketing strategy for many reasons.

Three reasons you should incorporate them as soon as possible are:

• To provide value to your audience: At its core, the best marketing doesn’t just drive sales; it serves its audience. Case studies are a brilliant way to teach your audience tips they can incorporate into their businesses. It can also serve as research for industry experts to quote.
• To show off your expertise: A great case study is a perfect blend of data and storytelling. It showcases your expertise to your target audience, most likely dealing with similar issues. By telling a good story in your case studies, you’re essentially saying, “Look how we made everything better for X client—we can do that for you, too.”
• As social proof: Because case studies are available to the public, they’re undeniable social proof—better than hard-to-believe testimonials with client initials. This makes them extra valuable as MOFU and BOFU content ; they can drive sales at the click of a button.

Good to Know: Not sure how to use case studies? They work well as lead magnets, landing pages, repurposed blog posts, and, if you have the capacity, even video content!

12 real-life case study examples to bookmark

Reading about the mechanics of case studies is more straightforward than writing case studies from scratch.

That’s why we’ve gathered 12 real-life marketing case study examples you can review before you embark on creating yours.

1. GatherContent | University of Edinburgh

What works: In this great case study, GatherContent includes quotes from the client (the University of Edinburgh) about how their software has improved their content workflow. This adds a human element and will help readers with the same issues identify with the client.

View more GatherContent case studies .

2. Omniscient Digital | AppSumo

What works: Omniscient Digital includes client feedback in video format and shares the results they achieved in a digestible bullet point format.

3. Bit.ly | Vissla

What works: Besides hosting this case study on their website, Bit.ly provides a PDF link that can both be viewed online or downloaded. Plus, the PDF is visually appealing and easy to read.

4. Asana | Autodesk

What works: Asana leads with their impact and includes basic information about their client to the right of the page so the reader immediately gets bite-sized background information.

5. Shopify | Bombas

What works: Shopify includes a video in their case study, as well as multiple eye-catching images of Bombas products. This ensures that the case study serves both companies, possibly generating customer interest in Bombas socks.

6. Outfunnel | Alight Analytics

What works: Outfunnel has repurposed its case study into a blog post, which increases its visibility. The study is also full of client quotes, which adds valuable social proof.

7. Sapling | Zapier

What works: Sapling also shares quick preliminary information about Zapier on the left panel and includes several screenshots to show the impact of their product on the company’s processes.

8. BigCommerce | Skullcandy

What works: The quick metrics in bold hit readers quickly and highlight BigCommerce expertise to potential customers even before they read the entire case study.

9. Google Ads | L’Oreal

What works: Video format. Few things beat hearing the client praise the service and explain the process and results of the campaign in their own words.

10. ActiveCampaign | Your Therapy Source

What works: ActiveCampaign efficiently showcases the problems and solutions before delving into how they helped the client achieve desired results.

11. Intuit | Xenex Healthcare

What works: The main benefit is highlighted on the first page of the PDF and the rest of the study delves into the process and the nitty-gritty of the product’s impact.

12. Grayscale | Upwork

What works: This page features minimal text. It focuses on quotes from decision-makers at Upwork and ends with a call-to-action that will likely drive conversions.

How to write your own case study

How can you write engaging, effective case studies like the examples above? Here are six steps.

1. Identify a worthy case

Think of projects—either for yourself or for clients—that got outstanding results. Then, whittle it down to the cases that your target audience is most likely to relate to , perhaps because they experience the same problem or have the same goal as in the case.

2. Reflect on your chosen case

Once you’ve decided on the case you’ll start with, do some deeper reflection on the details. What was the project goal? What challenges did you encounter along the way? How did you overcome them to reach your goal?

3. Think about differentiation

Take the last step even further and think of anything you did differently than others might. Did you an experimental tactic or strategy or create a custom solution? If so, use those details to subtly show potential customers why they should be interested in what you have to offer.

4. Gather quotes

Next, get hard-hitting quotes from project stakeholders or clients. Having their thoughts on goals, project obstacles, the solutions provided, and the outcomes will make your description of the case more credible.

5. Draft your case study

Time to turn the details you’ve compiled into a case study draft. How? We’ll talk about the best format for case studies shortly.

6. Add visuals

Next, create visuals that will reinforce the main points of your case study. These could include:

• Charts or screenshots to show the change in metrics before and after the project
• An infographic to give a brief visual overview of the case
• Pictures of deliverables (e.g. a web design agency might show a picture of the new site it designed for a client)
• Product images such as screenshots from within your software that was used on the project

After any designated reviewers and approvers give their stamp of approval on the case study, it’s ready to be published and promoted!

What’s the best case study format?

We’ve seen A+ examples of case studies and gotten some more context on how to create them for your brand or organization. Now, it's time to get to work. As you do, remember to include the following vital sections in your case study format:

• Client name and profile
• The problem
• Your solution (and screenshots!)
• Before and after ( real results with data)
• Appealing visuals, photos, illustrations, infographics, charts, and graphs
• A memorable CTA

Ready to get started? Thankfully, you don’t have to go it alone.

GatherContent—a powerful tool for case study creation

GatherContent makes it possible to keep track of all your case study research —even while working with your marketing team. You don’t have to guess what stage the piece is at or consult another tool to know when your part is due or who to pass the torch to.

GatherContent is a content hub that helps you keep all your content creation in one place , whether you’re writing blog posts, email newsletters, social media posts, or case studies. With content modeling features like Components , you can effortlessly maintain brand identity throughout all your case studies.

Read more customer success stories here to learn more!

Techniques for collaboratively prioritising content

Learn six collaborative methods for prioritising content so your team can be aligned and have confidence in the content being published..

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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 world of digital marketing has undergone a profound transformation with the advent of social media platforms. In today’s landscape, social media campaigns have emerged as a driving force behind brand success. They have the potential to connect businesses with a global audience, foster engagement, and drive tangible results. However, the key to harnessing this potential lies in crafting and executing effective social media campaigns. This article serves as a comprehensive guide to understanding the intricacies of such campaigns, using real-world case studies as our compass.

In the following sections, we will delve deep into the strategies and tactics that underpin successful social media campaigns. We’ll explore the power of visual content, the art of crafting engaging narratives, audience targeting and segmentation, the role of paid advertising, influencer collaborations, data-driven decision-making, cross-platform integration, crisis management, and, most importantly, how to measure the success of your campaigns through Key Performance Indicators (KPIs). We firmly believe that the integration of case studies into each section will provide actionable insights, allowing marketers and businesses to not only grasp these concepts but also apply them effectively in their own campaigns.

1. Introduction to Social Media Campaigns

In the ever-evolving landscape of digital marketing, social media has emerged as a pivotal platform for businesses and brands to connect with their target audiences. The term “social media campaign” refers to a structured marketing effort designed to achieve specific goals through various social media channels. This topic serves as the foundational point of our article, providing readers with a comprehensive understanding of the importance and relevance of social media campaigns in today’s business environment.

• 1.1 The Role of Social Media in Modern Marketing

Social media platforms, such as Facebook, Instagram, Twitter, and LinkedIn, have become integral components of marketing strategies for businesses of all sizes. They offer unique opportunities to engage with a global audience, build brand recognition, and drive customer loyalty. By establishing a presence on these platforms, companies can tap into the immense potential of social media marketing.

• 1.2 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 has ushered in a paradigm shift in consumer behavior, with people increasingly turning to social platforms for product information, 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.

• 1.3 Overview of the Article’s Focus on Case Studies

To illustrate the principles and strategies behind effective social media campaigns, this article relies on real-world examples in the form of case studies. These case studies offer practical insights into how businesses have leveraged social media to achieve their marketing objectives. By examining specific instances of successful campaigns, readers can gain a deeper understanding of the strategies, tactics, and outcomes associated with social media marketing.

• 1.4 The Value of Real-World Examples in Learning

Case studies provide a unique educational experience by offering a bridge between theory and practice. They allow readers to witness the application of marketing concepts in real scenarios, providing valuable lessons that can be adapted to their own marketing efforts. Through the analysis of these case studies, readers can discern patterns, best practices, and pitfalls to avoid when embarking on their social media campaigns.

2. The Power of Visual Content

In today’s digital landscape, the role of visual content in social media campaigns cannot be overstated. Visual elements have the unique ability to capture the audience’s attention, convey messages quickly, and create a lasting impact. In this section, we will delve into the various aspects of visual content and explore how it contributes to the effectiveness of social media campaigns.

•  2.1. Utilizing Eye-Catching Images and Graphics

Visual content often starts with the use of captivating images and graphics. Whether it’s an eye-catching photograph, an intriguing illustration, or an attention-grabbing infographic, the right visuals can immediately pique the interest of your audience. Marketers need to understand the significance of choosing images and graphics that align with their brand and campaign objectives. We will discuss how selecting the right visuals can set the tone for the entire campaign and leave a memorable impression on viewers.

•  2.2. The Impact of Video Content

Videos have become a dominant force in the realm of social media. From short clips to longer-form content, videos offer a dynamic way to engage with audiences. This  explores the effectiveness of video content in social media campaigns. We will discuss the advantages of video marketing , such as its ability to convey complex messages, evoke emotions, and increase user engagement. Case studies will be presented to highlight successful video-centric campaigns that have achieved remarkable results.

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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.

•  2.3. Infographics as a Storytelling Tool

Infographics are a powerful tool for storytelling on social media. They allow marketers to condense information into visually appealing and easily digestible formats. In this section, we will explore how infographics can be leveraged to convey data, statistics, and narratives effectively. We’ll discuss the design principles behind compelling infographics and provide examples of campaigns that have effectively used infographics to educate and engage their audiences.

•  2.4. User-Generated Content and Its Authenticity

User-generated content (UGC) has gained prominence as a means of building trust and authenticity. UGC involves content created by customers or fans of a brand, and it often showcases real-life experiences and testimonials. We will examine the impact of UGC in social media campaigns, emphasizing how it fosters authenticity and credibility. Case studies will demonstrate how brands have harnessed the power of UGC to build strong relationships with their audience.

• 2.5. Case Studies Showcasing Successful Visual Campaigns

To reinforce the concepts discussed in this section, we will present real-world case studies of social media campaigns that have excelled in utilizing visual content. These case studies will offer concrete examples of how businesses and organizations have leveraged eye-catching images, videos, infographics, and user-generated content to create compelling and effective social media campaigns. By analyzing these success stories, readers will gain insights into the strategies and tactics that drive engagement and deliver results in the world of visual content on social media.

3. 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 connects your brand with your audience, and it’s crucial to ensure that this connection is not only established but also strengthened. Here, we delve into the intricacies of creating content that captivates and resonates with your target audience.

• 3.1. Strategies for Creating Compelling Content
• Understanding Your Audience: Crafting engaging content begins with a deep understanding of your target audience. 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.
• 3.2. Building Brand Personality Through Content
• Consistency in Branding: Effective content aligns with your brand’s identity. Explore how to maintain consistency in messaging, tone, and visuals across all your social media platforms to reinforce your brand’s personality.
• Showcasing Brand Values: Engaging content often reflects your brand’s values and mission. Discover strategies for infusing your content with your brand’s ethos, creating a deeper connection with your audience.
•  3.3. Interactive Content and Engagement Tactics
• The Power of Interactivity: Interactive content, such as polls, quizzes, and live sessions, can significantly boost engagement. Learn how to incorporate these elements into your social media campaigns to encourage participation.
• Engagement Tactics: Beyond the content itself, engagement tactics play a vital role. Explore techniques like responding promptly to comments, running contests, and encouraging user-generated content to keep your audience actively engaged.
•  3.4. Case Studies Exemplifying Effective Content Strategies

Real-World Examples: To solidify your understanding of crafting engaging content, we’ll delve into case studies from successful social media campaigns. These case studies will showcase how brands effectively applied the strategies mentioned above to achieve remarkable engagement and results.

Crafting engaging content is an ongoing process that requires creativity, a deep understanding of your audience, and adaptability. By following the strategies and principles outlined in this section, you can set the stage for creating content that not only captures your audience’s attention but also keeps them coming back for more, ultimately driving the success of your social media campaigns.

4. Targeting the Right Audience

In the world of social media campaigns, success hinges significantly on understanding and effectively targeting the right audience. Identifying your audience is akin to the foundation of a house; it’s the starting point upon which all your efforts will be built. Here, we delve into the critical aspects of audience targeting, providing you with valuable insights to ensure your social media campaigns hit the mark.

• 4.1 Importance of Understanding Your Audience

Before embarking on any social media campaign, it’s imperative to gain a deep understanding of your audience. This involves comprehensive market research to define demographic details such as age, gender, location, and interests. By knowing your audience inside and out, you can tailor your content and messaging to resonate with them. Case studies in this section will demonstrate how brands successfully researched and understood their target audience, leading to highly effective campaigns.

• 4.2 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 showcase how brands effectively divided their audience and delivered tailored content for maximum impact.

• 4.3 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 analyzing user behavior, engagement patterns, and conversion rates, you can refine your targeting to reach the right people at the right time. Case studies will highlight instances where data-driven targeting resulted in remarkable campaign success.

• 4.4 Case Studies Demonstrating Successful Audience Targeting

To solidify the concepts discussed in this section, we’ll present a series of case studies that exemplify the art of audience targeting. These real-world examples will showcase how renowned brands meticulously identified their audiences, segmented them effectively, and leveraged data-driven insights to create impactful social media campaigns. By examining these success stories, you’ll gain actionable insights to apply to your own campaigns, ensuring that you’re reaching the audience most likely to convert and engage with your brand.

5. Leveraging Social Media Advertising

Social media advertising has become an integral component of modern digital marketing strategies. To effectively utilize social media advertising, businesses need to understand the nuances of paid promotion, ad formats, budget allocation, and measuring return on investment (ROI). In this section, we will delve into key aspects of leveraging social media advertising for successful campaigns.

• 5.1 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 refers to the audience your content naturally reaches without paid promotion, while 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 to determine the optimal mix of paid and organic strategies.

• 5.2 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. Each platform has its strengths and audience demographics, so selecting the right ad format and placement aligning with campaign goals is critical. Creative and compelling ad content tailored to the chosen format further enhances the campaign’s effectiveness.

• 5.3 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.

• 5.4 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.

6. Harnessing the Power of Influencers

In the realm of social media campaigns, influencers have emerged as key players capable of driving brand engagement and expanding reach. This section explores the dynamics of influencer marketing, providing valuable insights into how brands can effectively harness the power of influencers.

• 6.1 Identifying the Right Influencers for Your Brand

To embark on a successful influencer marketing journey, it’s crucial to identify influencers who align with your brand’s values, target audience, and objectives. 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.

• 6.2 Collaboration and Partnership Strategies

Once you’ve identified potential influencers, the next step is to initiate 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.

• 6.3 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 need to track engagement rates, click-through rates, conversions, and sentiment analysis to gauge the success of campaigns. Measuring ROI and aligning influencer efforts with business goals are vital aspects of this evaluation.

• 6.4 Navigating Potential Pitfalls

Influencer marketing is not without its challenges. Brands need to be prepared to navigate potential pitfalls such as influencer controversies, authenticity concerns, and changes in influencer algorithms. This section provides strategies for mitigating risks and ensuring the longevity of influencer partnerships.

• 6.5 Case Studies of Effective Influencer Marketing

To illustrate the effectiveness of influencer marketing, we present case studies showcasing brands that have leveraged influencers successfully. These real-world examples demonstrate how influencers can amplify brand messages, drive engagement, and contribute to campaign success. Each case study offers unique insights and lessons that can be applied to your influencer marketing efforts.

7. 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 no longer rely solely on intuition and creativity; they must harness the power of 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.

• 7.1 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 identify trends, preferences, and opportunities, allowing them to tailor their strategies for maximum impact.

By analyzing data, businesses can determine which social media platforms are most effective for their target audience, the types of content that resonate best, and the optimal posting times. This information guides campaign decisions, ensuring that resources are allocated wisely and efforts are focused where they matter most.

• 7.2 Key Metrics to Monitor for Success

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

For instance, a high engagement rate may indicate that your content is resonating with your audience, while a low conversion rate might signal the need for optimization in your conversion funnel. By tracking these metrics, marketers can assess the effectiveness of their campaigns in real-time and make necessary adjustments to improve outcomes.

• 7.3 Tools for Social Media Analytics

The availability of advanced analytics tools has made data analysis more accessible to businesses of all sizes. Social media platforms themselves offer insights and analytics dashboards, allowing marketers to 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 enable marketers to measure the impact of their social media efforts comprehensively. These tools offer features such as audience segmentation, content performance tracking, and competitor analysis, empowering businesses to refine their strategies based on data-driven insights.

• 7.4 Case Studies: Highlighting Data-Driven Success

To illustrate the power of data-driven decision making, this section will present case studies of companies that have leveraged data effectively in their social media campaigns. These real-world examples will showcase how businesses used data analysis to refine their targeting, content, and overall strategies, resulting in significant improvements in campaign performance.

By examining these case studies, readers can gain actionable insights into the practical application of data-driven decision making. These success stories will serve as inspiration for businesses looking to maximize the impact of their social media campaigns through data-driven approaches.

8. Cross-Platform Integration

• 8.1 Coordinating Campaigns Across Multiple Platforms

In today’s digital landscape, it’s crucial for businesses to maintain a presence on various social media platforms to reach a diverse audience. Coordinating campaigns across multiple platforms is essential to ensure a consistent brand message and maximize the impact of your social media efforts. This involves strategizing how content and messaging will be adapted to fit the unique characteristics of each platform, whether it’s Facebook, Instagram, Twitter, LinkedIn, or others. Successful coordination ensures that your audience receives a unified and compelling brand experience, regardless of the platform they choose to engage with.

• 8.2 Consistency in Messaging and Branding

Consistency is the cornerstone of effective cross-platform integration. It means that your brand’s messaging, tone, and visual identity should remain cohesive across all social media channels. Consistency not only reinforces your brand’s identity but also fosters trust and recognition among your audience. Achieving this consistency involves creating brand guidelines that dictate how your brand should be represented across different platforms. This includes using the same color schemes, logos, fonts, and voice to maintain a coherent brand presence.

• 8.3 Maximizing Reach Through Integration

One of the primary advantages of cross-platform integration is the ability to maximize your reach. Each social media platform has its unique user base and strengths. By integrating your campaigns, you can leverage these strengths to reach a broader and more diverse audience. For example, you might use Instagram for visually appealing content, Twitter for real-time updates, and LinkedIn for professional networking. Integrating these platforms strategically allows you to tap into the strengths of each while maintaining a consistent brand identity.

• 8.4 Case Studies of Successful Cross-Platform Campaigns

To illustrate the effectiveness of cross-platform integration, let’s look at a few case studies. For instance, a clothing brand may use Instagram and Pinterest for visual inspiration, Facebook for community engagement, and Twitter for real-time promotions. This coordinated approach enables the brand to showcase its products, connect with customers, and drive sales seamlessly. Similarly, a tech company may use LinkedIn for professional outreach, Twitter for customer support, and YouTube for informative tutorials. These examples demonstrate how businesses can strategically integrate their social media efforts to achieve specific goals and engage with their target audience effectively.

Cross-platform integration isn’t just about being present on multiple social media platforms; it’s about orchestrating a harmonious and impactful brand presence across them. By coordinating campaigns, maintaining consistency, and strategically leveraging each platform’s strengths, businesses can maximize their reach and create a more engaging social media experience for their audience. The case studies further emphasize the real-world benefits of this approach, showcasing its potential for businesses of all sizes and industries.

9. Crisis Management on Social Media

• 9.1 Preparing for Potential Social Media Crises

In the world of social media, crises can arise unexpectedly, and it’s essential for brands to be prepared. This preparation involves developing a crisis management plan that outlines potential scenarios, roles and responsibilities, and communication strategies. Identifying the types of crises that can occur, such as negative customer feedback, product recalls, or social media scandals, is the first step. Once potential crises are identified, brands can create detailed response protocols, designate crisis team members, and establish a chain of command. Preparation also involves setting up monitoring tools to detect issues early, allowing for a swift response.

• 9.2 Handling Negative Feedback and PR Disasters

Negative feedback on social media can quickly escalate into a crisis if not handled properly. Brands must have clear guidelines for responding to negative comments, reviews, or mentions. This includes addressing concerns in a timely and empathetic manner, acknowledging mistakes when they occur, and offering solutions to rectify issues. Transparency is key in maintaining trust during crises. In the case of PR disasters, such as product recalls or public relations scandals, brands should have a crisis communication plan that includes messaging, media response, and a designated spokesperson. Effective crisis communication involves providing accurate information, taking responsibility, and outlining steps being taken to resolve the situation.

• 9.3 Case Studies Illustrating Effective Crisis Management

To better understand effective crisis management on social media, it’s valuable to examine real-world case studies. One notable example is how Johnson & Johnson managed the Tylenol crisis in the 1980s. When tampered Tylenol capsules resulted in several deaths, the company immediately recalled all products and engaged in open and transparent communication with the public. This swift and responsible action helped rebuild trust and safeguard the brand’s reputation. Another case study is how Starbucks responded to a racial bias incident in one of its stores. The company publicly apologized, closed stores for a day of anti-bias training, and continued to engage with stakeholders to address the issue. These case studies demonstrate the importance of proactive crisis management strategies.

• 10. Conclusion

In today’s fast-paced digital world, where the social media landscape is ever-evolving, the ability to craft and execute effective campaigns is more crucial than ever. This article has taken you on a journey through the various facets of social media marketing, using real-world case studies as our guiding stars. We’ve explored the impact of visual content, the art of storytelling, audience targeting, advertising strategies, influencer collaborations, data analytics, cross-platform integration, and crisis management. These are the building blocks of a successful social media campaign.

As we conclude this exploration, it’s vital to remember that the world of social media marketing is dynamic and requires adaptability. Strategies that work today may need adjustment tomorrow. However, armed with the knowledge, insights, and examples provided in this article, you are better equipped to navigate this ever-changing landscape. Your campaigns can be more than just posts and hashtags; they can be powerful tools for building brand identity, fostering engagement, and achieving your marketing goals. The path to effective social media campaigns is paved with creativity, data-driven decisions, and the willingness to learn from the successes of others. It’s time to embark on your own journey of social media success.

Connect with us at  EMB .

• 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.

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Open Access

Peer-reviewed

Research Article

A case study exploring associations between popular media attention of scientific research and scientific citations

Roles Conceptualization, Data curation, Formal analysis, Investigation, Methodology, Writing – original draft, Writing – review & editing

Affiliation Department of Exercise Sciences, Brigham Young University, Provo, Utah, United States of America

Affiliation Department of Statistics, Brigham Young University, Provo, Utah, United States of America

Roles Conceptualization, Formal analysis, Investigation, Methodology, Writing – original draft, Writing – review & editing

Affiliation University Communications, Brigham Young University, Provo, Utah, United States of America

Roles Conceptualization, Investigation, Methodology, Writing – original draft, Writing – review & editing

Roles Conceptualization, Data curation, Investigation, Methodology, Writing – original draft, Writing – review & editing

Affiliation Harold B. Lee Library, Brigham Young University, Provo, Utah, United States of America

Affiliation School of Communications, Brigham Young University, Provo, Utah, United States of America

Roles Conceptualization, Data curation, Formal analysis, Investigation, Methodology, Project administration, Writing – original draft, Writing – review & editing

* E-mail: [email protected]

• P. Sage Anderson, 
• Aubrey R. Odom, 
• Hunter M. Gray, 
• Jordan B. Jones, 
• William F. Christensen, 
• Todd Hollingshead, 
• Joseph G. Hadfield, 
• Alyssa Evans-Pickett, 
• Megan Frost, 

• Published: July 1, 2020
• https://doi.org/10.1371/journal.pone.0234912
• Reader Comments

The association between mention of scientific research in popular media (e.g., the mainstream media or social media platforms) and scientific impact (e.g., citations) has yet to be fully explored. The purpose of this study was to clarify this relationship, while accounting for some other factors that likely influence scientific impact (e.g., the reputations of the scientists conducting the research and academic journal in which the research was published). To accomplish this purpose, approximately 800 peer-reviewed articles describing original research were evaluated for scientific impact, popular media attention, and reputations of the scientists/authors and publication venue. A structural equation model was produced describing the relationship between non-scientific impact (popular media) and scientific impact (citations), while accounting for author/scientist and journal reputation. The resulting model revealed a strong association between the amount of popular media attention given to a scientific research project and corresponding publication and the number of times that publication is cited in peer-reviewed scientific literature. These results indicate that (1) peer-reviewed scientific publications receiving more attention in non-scientific media are more likely to be cited than scientific publications receiving less popular media attention, and (2) the non-scientific media is associated with the scientific agenda. These results may inform scientists who increasingly use popular media to inform the general public and scientists concerning their scientific work. These results might also inform administrators of higher education and research funding mechanisms, who base decisions partly on scientific impact.

Citation: Anderson PS, Odom AR, Gray HM, Jones JB, Christensen WF, Hollingshead T, et al. (2020) A case study exploring associations between popular media attention of scientific research and scientific citations. PLoS ONE 15(7): e0234912. https://doi.org/10.1371/journal.pone.0234912

Editor: Lutz Bornmann, Max Planck Society, GERMANY

Received: November 28, 2019; Accepted: June 4, 2020; Published: July 1, 2020

Copyright: © 2020 Anderson et al. This is an open access article distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

Data Availability: Data are available from Figshare (DOI: https://doi.org/10.6084/m9.figshare.12142572.v7 ).

Funding: The author(s) received no specific funding for this work.

Competing interests: The authors declare that no competing interests exist.

Introduction

Scientific research and the resulting peer-reviewed publications are highly valued in the evaluations of university faculty [ 1 ], as well as in the evaluations of a university’s commitment to research. Research productivity and impact are important factors in decisions that affect faculty hiring and pay, and allocation of ultra-competitive research funds [ 2 – 4 ]. Scientific impact (SI; herein defined generally as the amount of attention given to scientific research by scientists) is difficult to quantify, although SI is often thought to reflect research productivity and prestige. SI is often quantified via different citation counts; e.g., the number of times a scientific publication is cited in peer-reviewed literature, average number of citations for publications within a particular journal, or number of career citations for a specific researcher. Using citation counts to evaluate success of a given publication, journal, or researcher has its limitations because citation counts vary substantially between scientific disciplines [ 5 ] and researcher career stages [ 6 ], making it difficult to compare citation rates across disciplines and investigators. Additionally, a measurement of SI (as previously defined) using citation counts does not account for another important facet of scientific research: non-scientific impact (NSI; herein defined generally as the amount of attention given to scientific research by non-scientists in mainstream news outlets, online blogs, and/or social media). In some ways (as presently defined), NSI reflects the import of scientific research as perceived by members of the lay public. Scientists across various disciplines now increasingly use a wider variety of tools to disseminate scientific results to lay audiences using various media avenues [ 7 ]. Like SI, NSI is difficult to quantify. Further, the relationship between NSI and SI is unclear, although previous research has indicated a potential relationship between the mention of scientific research in popular media (e.g., mainstream news or social media) and scientific impact (e.g., citation count; [ 8 – 14 ]).

Mainstream media coverage of scientific research typically features scientific articles published in academic journals that fit the editorial focus and news values of mainstream media outlets [ 13 , 15 , 16 ]. Prior studies have described two different potential explanations for the relationship between NSI and SI: an earmark hypothesis and a publicity effect. The earmark hypothesis asserts that media outlets cover certain scientific studies because of their intrinsic value and, as a result, it predicts that the publicized studies would have garnered the same amount of SI without the benefit of media exposure [ 10 , 11 ]. The publicity effect proposes that media coverage provides an SI boost for scientific studies that they would not have received on their own [ 10 , 11 , 17 ]. Based on this idea, academic publishers and authors have engaged in systematic public relations efforts to secure media coverage [ 12 , 18 ]. In addition, public relations scholars have found empirical evidence that media coverage can influence perceptions and behavior of media consumers in a variety of different contexts [ 19 – 24 ]. While some researchers have focused upon news media coverage while studying the concept of publicity, other researchers have examined the relationship between social media and SI [ 12 , 25 , 26 ]. However, in the current digital media environment, information flows bidirectionally between traditional news outlets and social media platforms, making it difficult to study media sources in isolation [ 27 , 28 ].

The purpose of this study was to investigate potential relationships between NSI (mainstream news and social media) and SI, with an emphasis on scientific research regarding physical health and exercise. More specifically, we investigated potential relationships between (1) popular (i.e., non-scientific) media attention given to scientific research regarding physical health and exercise, and (2) the attention given by scientists to the same research ( viz , citations). We hypothesized that NSI and SI would be positively correlated; i.e., that scientists (like non-scientific consumers of popular news and social media) are more likely to think, study, and write about issues that either have received, or will yet receive, more attention in the mainstream news and social media. To account for several other factors that likely influence SI (in addition to NSI), we also attempted to quantify relationships between SI and scientific reputation of the scientist/author (AR) and academic journal (JR) in which the scientific research was published.

To accomplish the purpose of this study, 818 peer-reviewed scientific articles describing original research studies were analyzed. All articles were chosen from a single discipline so that discipline-specific metrics associated with publication data (e.g., journal impact factors and author h-index values) were comparable across articles. The year of each publication was either 2007 or 2008. Each publication appeared in one of five prominent academic journals from the Sports Sciences subject category of the Web of Science (WOS; Clarivate Analytics, Philadelphia, PA, USA) scientific citation indexing service; these journals were chosen because we thought they provided a good representation of reputable physical health and exercise journals. Three of the journals ( Medicine and Science in Sports and Exercise , The American Journal of Sports Medicine , and Journal of Applied Physiology ) were first quartile journals in 2007 and 2008. One journal was second quartile in 2007 and 2008 ( European Journal of Applied Physiology ), while one was a third and first quartile journal in 2007 and 2008, respectively ( Journal of Science and Medicine in Sport ). All original research articles published in each journal during 2007 and 2008 were analyzed, except for The Journal of Applied Physiology , which publishes substantially more articles annually than the other journals; 200 articles were randomly sampled from this journal to prevent overrepresentation of this journal. All journal articles were accessed and associated journal article characteristics analyzed between October 2017 and May 2018.

The Altmetric Attention Score (AAS) was used as one of the measures representing NSI. The AAS is a weighted count of various non-scientific mentions of the scientific research/publication, including mainstream news, online blogs, Wikipedia, and Twitter and Facebook [ 29 ]. This approach was chosen because the AAS is a practical, accepted, single count of attention garnered across the presently large [ 30 , 31 ], and still growing, spectrum of different forms of non-scientific media. The AAS was manually obtained for each original research article via the Altmetric bookmarklet, which was downloaded from the altmetric.com website; 74% of the original research articles had an Altmetric score of zero, indicating no measurable online attention. Because the AAS represents a diverse variety of non-scientific sources, it can be difficult to clearly understand the role of specific source types (e.g., social media versus newspaper mentions) within the AAS [ 32 ]. To better understand the specific influence of social media on NSI, separate from the influence of the AAS, we included social media mentions as an additional observed variable, in addition to the AAS. This variable, social media mentions, was represented by an aggregate of two of the most prominent social media platforms, Facebook and Twitter (e.g., 1 Facebook mention + 1 Twitter mention = 2 social media mentions). This information was gathered through the detailed AAS breakdown that is available for each article via the Altmetric bookmarklet.

Citation counts and several other article usage metrics were used to represent SI for each publication. Citation counts reported by both Scopus (Elsevier, Amsterdam, Netherlands) and WOS were used. Journal impact factor and subject category (Sport Sciences) rank were collected via the InCites Journal Citation reports in WOS. The field-weighted citation impact score from Scopus was also used (Orthopedics and Sports Medicine subject area). Journal impact factor, WOS subject category rank, and field-weighted citation count each represent methods designed to quantify journal quality and scientific impact; each method attempts to account for differences across scientific disciplines and publication dates. The Sports Sciences subject category (WOS) is smaller (currently 83 journals) than the Orthopedics and Sports Medicine subject area (Scopus; currently 244 journals). Additionally, counts of individual article abstract views and readers on the reference managing site Mendeley (Elsevier, Amsterdam, Netherlands) were used to help represent SI. These Mendeley values were extracted from the Mendeley website manually using a title search for each analyzed article. In almost every case, searching via the article title yielded the correct article; however, in a few cases, it was necessary to search via the lead author name which yielded the correct result. Whether by title or author search, only one corresponding article was found and recorded for each inquiry. Initially, we intended to collect Mendeley readership data using the Altmetric bookmarklet, but Mendeley readership data were not available for all articles using the bookmarklet.

Because AR and JR likely affect citation counts [ 33 , 34 ], we attempted to account for these factors in the current analysis. AR was evaluated using the WOS h-index for the lead and corresponding authors. Reputation for the lead and corresponding authors’ institution(s) were also used to help represent AR, and these were evaluated based upon research output rankings for the academic institution(s) of the lead and corresponding author at the time of publication; the Academic Ranking of World Universities (Shanghai Ranking) was used to evaluate institutional ranking, which is reputable and publicly available. JR was evaluated via the ranking of the journal within the WOS Sports Science subject category, as well as 1- and 5-year journal impact factors and journal impact factor percentiles (all collected via WOS).

After removing any publication with partially-missing data, 801 of the 818 aforementioned scientific publications remained for analysis. A sample size of 801 with 32 parameters results in a sample-to-parameter ratio of approximately 25, which is larger than necessary for estimation and evaluation of model fit [ 35 , 36 ]. To ensure that observations were optimally suited for structural equation modeling, skewed variables were transformed. A Box-Cox approach was used to find the optimal transformation toward normality [ 37 ]; to avoid computational problems associated with log(0), we used the log(x+1) transformation whenever the Box-Cox procedure selected the log transformation as optimal. Additional details concerning the transformation selected for each variable are presented in Table 1 . The structural equation modeling approach was used to consider the relationships among four latent constructs (factors): AR ( f AR ), JR ( f JR ), NSI ( f NSI ), and SI ( f SI ). Structural equation modeling is an oft used tool for characterizing complex interrelationships among variables within a network of observed or latent variables [ 38 , 39 ]. In order to identify an association between f NSI and f SI , while accounting for potential influence of the f AR and f JR , we chose to model the effects of the first three factors ( f AR , f JR , and f NSI ) on the last factor ( f SI ). As described in the Results section, we found that a latent variable model was a generally illuminating approach, succinctly characterizing the relationships between f SI and each of the other factors ( f AR , f JR , and f NSI ).

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For each of the 13 variables, the article count, average, standard deviation (SD), median, interquartile range (IQR), and minimum and maximum values are presented. All descriptive statistics are calculated for all journals and within the distinct journal quartiles. As many variables have been transformed, a description of the transformation performed (if any) is also included.

https://doi.org/10.1371/journal.pone.0234912.t001

The structural equation model is shown graphically in Fig 1 . The latent factor f AR , is associated with institution ranking, as well as the lead and corresponding authors’ h-indices. The second latent factor ( f JR ) is the driving factor behind the observed variables of the 1- and 5-year impact factors for the journal, as well as the percentile for the journal impact factor within the exercise and wellness area (a subject category created by WOS). The third latent factor ( f NSI ) is related to AAS and social media mentions, as previously described. Finally, the factor for SI ( f SI ) is associated with the following observable variables: both Scopus and WOS citation counts, Field Weighted Citation Count, as well as counts of individual article abstract views and readers on the reference managing site Mendeley. For each variation of the structural equation model that we fit, we first considered goodness-of-fit indices to assess overall model fit including the χ 2 goodness-of-fit test, root mean square error of approximation (RMSEA) [ 40 ], standardized root mean square residual (SRMR) [ 41 ], and Bentler’s comparative fit index (CFI) [ 42 ]. When using the χ 2 test statistic to assess model fit, the probability of rejecting the proposed model increases with the number of observations, rendering the undesirable property of increasing the chance of rejecting models with reasonable fit as the sample size increases [ 43 ]. Consequently, researchers often rely on goodness-of-fit measures such as RMSEA, SRMR, and CFI to assess model adequacy. The RMSEA metric is calculated using the χ 2 test statistic and quantifies the excess lack of fit for the model. One recommended criterion is that an RMSEA value less than 0.06 represents a good fit [ 44 ]. Other researchers have suggested 0.01, 0.05, and 0.08 to indicate excellent, good, and mediocre fit, respectively [ 45 ]. The SRMR is a second absolute measure of fit that quantifies the difference between the model-predicted covariance matrix for the variables and the sample covariance matrix. An SRMR value of zero indicates a perfect fit and a value of one indicates the opposite. Hu and Bentler suggest that an SRMR value that is less than 0.08 indicates a good fit [ 46 ]. Finally, CFI quantifies the improvement in the χ 2 test statistic when comparing to a baseline model consisting of uncorrelated variables. CFI ranges from zero to one, with a value of one indicating that the chosen model has removed all of the lack of fit associated with the baseline model. Hu and Bentler recommend that CFI values greater than 0.95 indicate a good fit [ 46 ].

Unidirectional relationships are denoted by single headed arrows. Covariances between two factors are shown using double headed arrows. Factors are denoted by bolded oval shapes and observed variables are denoted by rectangles. The model indicates that there is a strong relationship between attention given in non-scientific media ( f NSI ), by the general public, and scientific literature ( f SI ), by scientists.

https://doi.org/10.1371/journal.pone.0234912.g001

Results and discussion

A structural equation model was produced to investigate interrelationships among measurable (i.e., observed) variables associated with NSI and SI, and AR and JR ( Fig 1 ). As was described in more detail in the Methods section, the adequacy of the model was assessed using a suite of goodness-of-fit statistics and corresponding accepted rules of thumb. A general consensus among the following assessments indicated that the model reasonably characterizes relationships among the measurable variables associated with NSI, SI, AR, and JR: RMSEA, SRMR, and Bentler’s CFI (CFI; χ 2 = 453.796, with p value < 0.0001; RMSEA = 0.091; SRMR = 0.057; CFI = 0.951). We considered the three goodness-of-fit metrics of CFI, RMSEA, and SRMR together as a holistic assessment of model fit; because two of the three metrics met our criterion for good fit, we determined that our model was appropriate and adequately fit the data. Descriptive statistics for all involved variables are presented in Table 1 .

The aforementioned structural equation model was fit in Mplus software [ 39 ] (Muthén & Muthén, Los Angeles, CA, USA). Standardized coefficients are reported herein for ease of interpretability. A path diagram for the model is presented in Fig 1 . Important predictive relationships exist (all p values were < 0.001) between each of the exogenous factors ( f AR , f JR , and f NSI ) and the SI factor ( f SI ). Within Fig 1 , unidirectional impacts are indicated by the arrows pointing from f AR , f JR , and f NSI , toward f SI , and also by the arrows relating these factors with their associated observed variables. The curved bi-directional arrows in Fig 1 represent covariances between factors that do not have a direct relationship with each other. The standardized factor loading estimate for NSI onto SI was approximately 0.380, which is nearly twice as large as the standardized factor loading estimate for either of the other two exogenous factors (f AR and f JR ) on SI (0.197 and 0.203, respectively). We interpret these standardized factor loading estimates to indicate that for a scientific publication, a one standard deviation increase in NSI is associated with a 0.380 standard deviation increase in SI for that same publication, holding all other considered factors constant. Similarly, a one standard deviation increase in AR would correspond to a 0.197 standard deviation increase in SI, and a one standard deviation increase in JR would correspond to a 0.203 standard deviation increase in SI, holding all other considered factors constant. By comparing the differences in magnitude between these standardized factor loading estimates, we conclude that NSI has a strong association with SI of an article. Importantly, however, we note that the R 2 value for f SI is 25.2%, meaning that only 25.2% of the variability in SI can be explained by the combination of NSI, AR, and JR.

A strong relationship was observed between each defined variable (shown in the rectangles in Fig 1 ) and its associated factor (shown in the ovals in Fig 1 ). Additionally, all factor loadings exhibited the expected direction: all were positive except for Institutional Ranking, which uses smaller values to represent institutions with better reputations. Each of these loadings had an associated p value of less than 0.001. The relative size of the factor loadings associated with a given factor indicates the relative importance of each observed variable in the definition of the factor. For example, the SI factor loads onto the Scopus and WOS (Clarivate Analytics, Philadelphia, PA, USA) citation count variables most heavily, indicating how each factor is quantifying the notion of SI. Similarly, corresponding author h-index is the most important observed variable in defining f AR , one- and five-year impact factors are the most important components of f JR , and the AAS is most important in defining f NSI . Fig 1 also indicates weak positive correlations among the three exogenous factors: corr ( f AR , f JR ) = 0.049 ( p = 0.167), corr ( f AR , f NSI ) = 0.086 ( p = 0.023), and corr ( f JR , f NSI ) = 0.072 ( p = 0.063).

In review, the purpose of this study was to determine whether non-scientific attention given to scientific research in various forms of popular media (NSI) is related to the amount of attention paid to the same research by fellow scientists, via scientific citations (SI), while accounting for some of the other factors also thought to influence SI. The present results revealed a strong positive association between NSI and SI, indicating that scientific experiments receiving more attention in non-scientific media such as mainstream news and/or social media are cited more in the peer-reviewed scientific literature. The present results demonstrate that news outlets and social media are either discussing the most scientifically impactful papers, or that increased coverage of a scientific article increases the likelihood of an article receiving scientific citations. It was also determined that author and journal reputations are valuable predictors of SI, but the effect size for NSI is roughly equivalent to the combined effect size for the two reputation factors (AR and JR). While the current model looks foremost at unidirectional effects of AR, JR, and NSI, on SI, we cannot confidently assert that these effects are causal, and we cannot speak to the chronology of the present effects which is also a shortcoming of other related previous research [ 10 , 11 , 14 , 17 , 47 ]. Specifically, the current results do not indicate that scientists, or their associated institutions, will experience greater scientific impact by enlarging their media relations staff or expanding their social media outreach. On the other hand, given the strong association between NSI and SI, this research does indicate that scientists and institutions should carefully consider the impact of popular and social media when striving to expand their influence or evaluate the influence of individual scientists. Among other benefits, a clearer understanding of the association between NSI and SI might assist scientists in effectively connecting the general public to the most impactful research.

Again, it is important to not conclude that the present results support a particular temporal sequence of NSI and SI, as has been implied by some previous researchers [ 10 , 11 , 17 ] who discussed a publicity effect of non-scientific media on SI (i.e., non-scientific media boosting subsequent SI). The present model ( Fig 1 ) does not indicate causality and temporal sequence should not be assumed. We conducted a post hoc sub-analysis, as a limited test of temporal sequence, by analyzing dates of the identified non-scientific mentions and scientific citations for 18 of the 801 present scientific publications (six publications from each of the first, second, and third quartiles of the Sports Sciences WOS subject category rank). The results of this sub-analysis are presented in Fig 2 . Generally, the parallel nature of the lines representing NSI and SI ( Fig 2 ) suggest that non-scientific mentions and scientific impact might occur simultaneously, contradicting the ideas that NSI consistently provides a subsequent boost to SI, or vice versa. Although interesting, the results of this sub-analysis represent only a small sample and are otherwise limited. For example, only aggregated data were considered. Scientific citations and media mentions were not linked for individual publications, so the parallel nature of the two lines in Fig 2 might be due to factors not related to a temporal relationship between scientific citations and media mentions. Larger and more comprehensive studies are needed to clearly understand the temporal sequence of non-scientific mentions and scientific impact for research concerning physical health and exercise, and other disciplines.

The observation that the two lines are somewhat parallel indicates no consistent temporal sequence for mentions in popular media and scientific citations; i.e., it is unclear which generally come first (popular media mentions or scientific citations).

https://doi.org/10.1371/journal.pone.0234912.g002

It is important for most scientific research to be generally accessible to a non-specialist audience. Future research should explore potential news values (e.g., significance, prominence, proximity, etc.) inherent in scholarly research that may motivate the news media and science-centric social media accounts to report on some studies while ignoring others (i.e., the earmark hypothesis). While acknowledging that not all important research will be “newsworthy,” as defined by traditional news values, a clear understanding of how producers of popular media select topics to talk and write about can help researchers learn to frame their research for consumption by members of the general society. Future research may assist scientists in knowing how to present their research in palatable ways in mainstream news and social media, making their research both more accessible to the general public as well as actionable for industries associated with the research discipline. Future related research might also help scientists better understand specific motivations and purposes for different users of social media who mention scientific research, as it is known that different social media platforms are sometimes used for different purposes (e.g., societal impact, visibility, or education [ 32 ]). Although limited in some ways, companies such as Kudos Innovations [ 48 ] now offer various ways for scientists to present their research in ways that are more friendly to the lay population.

The present results corroborate the established notion that quantification of SI is difficult. SI is complicated, with multiple dimensions, and the present finite representations of SI do not comprehensively represent this complex concept. This is substantiated by the present finding that the current model (involving NSI, AR, and JR) predicted only slightly more than a quarter of the variance in SI. Despite the complexity and potential misunderstanding of SI, it is commonly and perhaps over-confidently used to inform important decisions in academia, like decisions concerning research funding allocations, and faculty hiring and promotions. Numerous factors influence SI [ 49 ], many of which were not considered in the present analysis. Some of these other factors include but are not limited to article type (e.g., review article, short note, or book chapter) [ 50 ], publication language [ 51 ], number of listed coauthors [ 52 , 53 ], and availability of the publication (i.e., open access or traditional subscription-based journals) [ 54 ]. Even technical problems like incorrect citations within articles [ 55 , 56 ] are (unfortunately) quite common and influence citation rates; one noteworthy study in this area reported that nearly half of all citations in a sample of scientific articles were incorrect [ 55 ].

Although research concerning physical health and exercise is not the primary focus of this paper, the context of physical health and exercise facilitates some valuable discussion. Physical health and exercise are topics that receive vast attention from non-scientific sources, and the appropriateness of some of this attention may be dubious. Similar to research in other disciplines, it is important that, generally speaking, the most meaningful matters of physical health and exercise receive the most attention in non-scientific media; NSI, such as social media and other private media outlets, influences people’s choices related to health. If a research article is having a large impact on society, it probably deserves further attention from researchers. The present findings are important because there is a dearth of research concerning the relationship between SI and NSI in physical health and exercise (although we hypothesize that present research applies to other scientific disciplines). Physical health and exercise are often mentioned in popular media, including mainstream news and social media, and it is not unusual for results from scientific research to be included in these mentions. To ensure the health and safety of the general public, it is imperative to know in what ways popular media impact and scientific impact are related (if at all) for scientific research concerning physical health and exercise. If NSI and SI are unrelated for research concerning physical health and exercise, then there is reason for concern that society consumes research that is not the most important, but merely the most interesting. The idea that the general public is being offered, for consumption, research of less impact, relative to more impactful research is concerning. An example of this, from the physical health and exercise literature, is a study [ 57 ] that received immense media attention (an AAS of 729—top 5% of all research output scored by Altmetric) that was arguably undeserved: the study was a pilot study, and was explicitly described as such. While the result was intriguing, the study involved only six young healthy subjects and was not representative of a large part of the general adult American population.

In addition to the limiting factors already discussed, other limitations exist for the present study. Although we attempted to control for all variables that likely influence NSI and SI, some confounding variables were not completely controlled for, including scientific merit of and popular interest of the observed original research articles. These two confounding variables were considered at the outset of this research, yet completely accounting for these two variables was beyond our means. The establishment of expert committees to evaluate scientific merit and popular interest of each original research study presently analyzed was considered, but the cost of such committees was beyond our budgetary restraints and inherently subjective. Another factor that likely limits current relevance of the present results is our decision to analyze research articles only from the years 2007–08. Social media use has clearly increased since 2007–2008, and current relationships between NSI and SI are likely different. Major social media platforms (e.g., Facebook) were not as prominent in 2007–2008 as they are today, and research performed in 2007–2008 is less likely to appear on social media today, relative to more recent research [ 58 ]. We opted to choose two years (2007–2008) in the recent past that optimized popular media coverage on the internet while also allowing time for some potential scientific citations to accrue, because some researchers have described a risk in citation related research of extracting data before sufficient time has been given for scientific citations to accrue [ 58 ]. This all had to be balanced with an ability to find news media mentions on the internet. To find this coverage, we chose to use data collected by the Altmetric organization, which also presents some limitations. Altmetric did not begin collecting news media coverage for research articles until October 2011 (altmetric.com); thus coverage of research articles deleted by popular news sources prior to October 2011 was not included in our evaluation. Because media sources are most likely to report on recently published research articles [ 59 , 60 ] it is possible that the number of missed sources was not insignificant, and we do not know the number of undetectable media mentions. AAS is not a comprehensive measure and is limited in other ways. For example, approximately three quarters of the articles presently analyzed had AAS’s that equaled zero, while only four of the analyzed articles had Mendeley readership values of zero. Interestingly, related to Mendeley readership, the presently analyzed articles exhibited relatively good coverage: more than 99% of the articles had a non-zero Mendeley readership value, relative to previously reported averages that ranged from 82% in 2013 to 89% in 2009 [ 61 ]. This good coverage existed despite the fact that only one of the five presently analyzed journals belongs to Elsevier (Mendeley was acquired by Elsevier in 2013). Another limitation associated with the use of AAS is due to the heterogeneous nature of the AAS, which limits the ability to understand specific constituents; research aiming to more clearly understand more precise contributions to the AAS obviously is needed and requires additional resources. Another final limitation discussed herein relates to the fact that research articles for this study focused upon the discipline of physical health and exercise. The nature of relationships among media attention, author reputation, journal reputation, and scientific impact may prove to differ across disciplines; however, our study argues that intended and unintended impacts of such relationships should at least be acknowledged when evaluating the scientific impact of articles or authors associated with academic publishing.

Conclusions

In summary, the current results reveal a strong relationship between the (1) amount of attention peer-reviewed scientific research concerning physical health and activity receives through popular media and (2) amount of attention the same research receives from fellow scientists, reflected by number of citations in peer-reviewed scientific literature. The direction of this association, however, cannot be ascertained via the current results; the popular media might capably perceive the most impactful scientific research to report upon, or the popular media attention might cause an increase in subsequent scientific impact. These findings have several potential applications outlined herein. Much remains to be discovered concerning interactions between popular media, generally produced by and for non-scientists, and the scientific literature which has historically been written by and for the scientific community.

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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.

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The Power of Consumers on Social Media: A Case Study of Balenciaga’s Crisis Communication

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• First Online: 09 August 2023
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• Paula Gárgoles   ORCID: orcid.org/0000-0001-5768-2573 6 &
• Gabriela Ambás   ORCID: orcid.org/0000-0002-8290-3857 6  

Part of the book series: Springer Proceedings in Business and Economics ((SPBE))

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• International Conference on Fashion communication: between tradition and future digital developments

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The French luxury brand, Balenciaga, recently faced its most important communication crisis. On November 16th 2022, the brand released its holiday gifting campaign featuring children surrounded by sadomasochism-inspired teddy bears/handbags and received immediate backlash from the public, who accused the brand of sexualizing children and promoting pedophilia. The outrage went viral on social media - mainly on Tiktok - with the hashtags #burnbalenciaga and #cancelbalenciaga, which have accumulated more than 300 million views. Balenciaga suffered an incalculable damage on its reputation, having two flagship stores vandalized and a viral online boycott. This investigation follows the case study methodology, by analyzing the timeline of events, the brand’s statements and response, the viral effect of the boycott on social media and the ultimate affectations that the brand underwent due to the crisis. The conclusions reveal that on one hand there are some social anethical boundaries that not even well-positioned and beloved brands can afford to cross, and that slow, unclear and unaccountable answers compose a terrible strategy of crisis management, and on the other hand, the power of consumers on social media has gained enough strength to damage brands like Balenciaga.

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Owned media, influencer marketing, and unofficial brand ambassadors: differences between narratives, types of prescribers, and effects on interactions on Instagram

• communication crisis
• social media

1 Introduction

Balenciaga, the French luxury brand, has faced the most important crisis of its history. Not only because of the reaction of users on social media but also because of the theme: the firm has been accused of promoting pedophilia and the sexualization of minors. Demna Gvasaglia, Balenciaga’s creative director since 2015, has stood out for his controversies in designs and marketing by reaching the limits of what is acceptable [ 1 ]. For example, he has sold destroyed old sneakers and luxury bags that looked like chip bags from Lays.

The new controversy has exceeded limits that are difficult to escape unscathed. The accusation of promoting pedophilia and the sexualization of minors with sadomasochistic traits has affected the reputation of the brand and has plunged it into its most important crisis. The spark that ignited the crisis came from Twitter with a tweet from @shoe0nhead [ 2 ], exposing the brand for promoting child pornography. The next day, the tweet appeared on television and spread on social media, especially on TikTok with the hashtags #burnbalenciaga and #cancelbalenciaga, which have accumulated more than 300 million views. The backlash also reached the streets with the vandalization of two flagship stores in Los Angeles and London 3 [ 1 ]. The controversy led Balenciaga to an important communication crisis that profoundly damaged the brand’s reputation: social media users, media outlets, celebrities and even a lawsuit were involved.

2 Literature Review

2.1 fashion crisis communication.

Authors Pearson and Clair [ 4 : 60] define a crisis as “a low probability, high impact event that threatens the viability of the organization and is characterized by ambiguity of cause, effect and means of resolution, as well as by a belief that decisions must be made quickly”. Additionally, Dubrovski [ 5 : 333] defined a company crisis as a short-term, undesired, unfavorable and critical state in the company, which has derived from both internal and external causes and which directly endangers the further existence and growth of the company. In that sense, crisis management follows two fundamental objectives: firstly stopping adverse trends and handling the crisis situation (survival), and secondly reaching a turning point (redirectioning) and ensuring the foundations for new development. In order to analyze crises in a more detailed manner, Mitroff and Pearson [ 6 ] identify seven groups of major crisis events: economic attacks, environmental accidents, occupational health diseases, psycho events (e.g., terrorism, sabotage, product tampering), damage to reputation, informational attacks, and breaks (e.g., recalls, product defects, computer breakdowns).

In the fashion field, the reputation-related crises are the most common, where sometimes economic-related crises can also be involved. As Sábada et al. [ 7 : 10] assure: “In fashion, reputation is a business, an asset as long as it is good. This means that brands that have favorable reputation have more loyal customers that are more dedicated and that buy a broader range of products”. In general terms, reputation is how an organization is perceived by its public and is a crucial resource worthy of protection and concern during a crisis [ 8 ]. Since the late 90 s, an organization’s reputation is recognized as a valuable asset [ 9 , 10 , 11 ]. If we focus on the crises in the fashion sector, the greater ones have originated from social causes: child exploitation in the case of Nike, the collapse of a factory in Bangladesh or the scandal from the factory in Turkey that had not paid its employees [ 12 ], all of which have negatively affected the reputation of brands.

Decades ago, traditional crises had other parameters and, since the rise of digital technologies and social media, their pace, scope and impact have multiplied [ 13 ], which means that they can quickly go viral.

Prior to social media and digital platforms, fashion brands allowed themselves to use scandals as marketing or promotional strategies, but now they have become a problem that must be managed and that can damage their reputation if not handled effectively [ 14 , 15 ]. With the presence of social media, crises in fashion brands have significantly increased in the last 5 years. Some of the most relevant have been those of Dolce & Gabanna, Prada, Uniqlo or H&M for accusations of racism, and Carolina Herrera and Gucci for cultural appropriation [ 14 , 15 , 16 ].

Before the pandemic, the most important social media in the fashion industry was Instagram due to its mostly visual nature, which resulted in brands spending great efforts in creativity and image production, creating a place for fans to get inspired and allowing consumers to interact with one another and create communities [ 17 ]. Nevertheless, during and after the pandemic, TikTok came into the digital map and stayed. The chinese social media, TikTok, is the fastest growing app in the post-pandemic era [ 18 ]. The format is dynamic and audiovisual, which allows users to post only short videos [ 19 ], and the content is focused on entertainment [ 20 ]. The target audience of TikTok is teenagers and young adults: 40% of its users vary between the age of 10–19 years [ 19 ]. That is why a fashion communication crisis - with a strong target on Generation Z - would have an impact on TikTok. This field of academic research still has scarce literature to review due to its recent appearance. Digital and social media platforms, which act as loudspeakers for committed citizens, require from fashion brands a greater effort to care for different cultures and approaches. It is interesting to observe how fashion “is becoming a place where culture is being discussed, defended, and (re)negotiated among different parties” [ 16 : 120].

2.2 Consumer Empowerment on Social Media

The rise of new digital technologies has brought a shift in the dynamics and interactions between brands, consumers and online communities, leading to the empowerment of the digital consumer. Social media platforms, where the traditional communication model has shifted from a one-to-many scheme towards a many-to-many scheme [ 21 ], have changed the balance of power between brands and consumers. The evolution of digital technologies has drastically changed the consumers’ wants and needs, who now prefer to interact directly with brands and other consumers, while sharing their opinions and preferences publicly [ 22 ]. Designers and brands now face a new digital landscape where the balance of power has tilted towards the consumer, and the sources of information can come from different actors such as customers, competitors, observers, employees and online communities.

User generated content and two-way communication are the most important factors of web 2.0 [ 22 ], and have been crucial to the empowerment process of the digital consumers. By creating and participating through comments, reviews, testimonials, videos, texts or animated contents, consumers are capable of influencing the values, attitudes and behaviors of other people in their network. This opportunity of interaction in digital media has been key in how consumers experience empowerment through a wide variety of elements that increase their freedom of choice and action [ 23 ]. Furthermore, consumers believe that brands have an important role to play in social conversations in the public sphere, mainly centennials who became by 2020 the most politically active age group on social platforms [ 24 ]. As creators and active participants of the digital sphere, consumers have the power to demand, praise and cancel the actions that brands take online and offline. And with such empowerment, online consumers and netizens act as constant vigilantes that track every step or misstep of public actors, and are quick to call out anything that doesn’t align with their values.

In that sense, anger is the most viral emotion on the Internet [ 25 ] due to its long lasting effect, and can lead to a boycott if the crisis is not managed efficiently. Friedman [ 26 : 97] describes boycotts as attempts of one or more parties to accomplish certain objectives by urging individual consumers to abstain from making specific purchases in the market. In the era of social media, boycotts can also have a profound effect on the reputation of a brand. Online consumers can call for boycotts due to diverse issues, such as racial, environmental, human rights and political matters. The reasons may vary, but the social causes that are supported on the public sphere are usually aligned with fundamental moral and ethical values that most netizens share. In the case of the Balenciaga scandal - and boycott - that is analyzed throughout this paper, the brand overlooked and defied one of the most important social agreements that has been established since the XX century [ 27 ]: to protect child rights and safeguard their health, safety and morals.

3 Methodology

This research paper was based on the case study methodology under the approach suggested by Robert K. Yin [ 28 : 18], who stated that “a case study is an empirical inquiry that investigates a contemporary phenomenon in depth and within its real-life context” in order to understand its complexity as a social issue. It focuses on describing, understanding and predicting phenomena regarding processes, organizations, groups, industries [ 29 ] and managerial practices, among others.

The investigation initiated with a literature review of crisis management in the fashion industry and the empowerment of social media users in the digital sphere. Subsequently, after an exhaustive research based on secondary sources, the main findings and conclusions of the case study were analyzed and reported. A qualitative analysis regarding the timeline of events, the actors involved, and the communication strategies that were taken during Balenciaga’s scandal composes the main structure of the article, complemented by a quantitative analysis composed by the compilation of social media posts related to the scandal. Specifically, we focused on the mentions of the most replicated hashtags that included the name of the brand - #burnbalenciaga, #cancelbalenciaga, #balenciagascandal, #boycottbalenciaga, #balenciagagate and #nomorebalenciaga - in TikTok and Instagram from October 20 to December 20, 2022. As well as an analysis of the brand’s performance in its official TikTok - @abalenciaga - and Instagram - @balenciaga - accounts during the same period of time.

For the quantitative research, Fanpage Karma was used as a monitoring tool to measure likes, comments, shares and interaction/engagement levels [ 30 ]. Fanpage Karma converts raw TikTok and Instagram analytics into a report that highlights essential social media utilization and engagement metrics for social media [ 31 ].

4 Results and Analysis

4.1 balenciaga’s case study.

On November 16th 2022, Balenciaga released its new holiday gifting campaign featuring children posing in their bedrooms alongside the brand’s products spread like toys. The campaign was shot by Gabriele Galimberti, a photographer recognized for her images of people surrounded by their collections of personal objects such as toys, guns and medicines. After a few days of unnoticeable reaction from the public, the campaign started generating angry criticism for the images displaying children with the brand’s S&M inspired teddy bears, bringing up accusations and comments about Balenciaga sexualizing children.

The backlash grew even more when some social media users found pedophilic messages in another campaign from the brand’s Spring/Summer 2023 collection which was published weeks before and showcased Isabelle Huppert in an office scene with a legal document in her bag that coincided with a Supreme Court decision regarding child pornography [ 32 ].

On November 21st, the crisis caught fire when a tweet by social media user @shoe0nhead that read “ the brand “Balenciaga” just did a uh….. Interesting… Photoshoot for their new products recently which included a very purposely poorly hidden court document about ‘virtual child porn’…normal stuff ” went viral with the hashtags #burnbalenciaga and #cancelbalenciaga. Up until January 2023, the publication has obtained 33,500 retweets, 11,200 mentions and 127,000 likes [ 2 ].

November 22nd, marked the day when the first media outlet picked up the story. Fox News commentator, Tucker Carlson, openly accused the brand of promoting child pornography. So, by the next day, Balenciaga released its first apology - which has now been deleted - that read: “We sincerely apologize for any offense our holiday campaign may have caused. Our plush bear bags should not have been featured with children in this campaign. We apologize for displaying unsettling documents in our campaign” [ 3 ]. The brand also announced that it would take legal action against the parties responsible for creating the set.

A few days later, on November 25th, the brand filed a lawsuit for 25 million dollars against North Six Inc. (the campaign’s production company) and Nicholas Des Jardins (set designer of the photoshoot). The summons read: “Balenciaga believes that Defendants’ inexplicable acts and omissions were malevolent or, at the very least, extraordinarily reckless” [ 33 ] and placed all responsibility of the campaign’s crisis on the accused. In a statement made by Susan Scafidi of Fordham University’s Fashion Law Institute for digital media outlet Diet Prada : “Balenciaga filed an immediate, media-worthy lawsuit in order to disavow the campaign in the strongest possible terms and offer the public a different pair of villains in the form of the production company and set designer” [ 33 ].

By November 27th, the only celebrity linked to the brand that spoke publicly about the scandal was Kim Kardashian, when she tweeted on her personal account: “I am currently re-evaluating my relationship with the brand, basing it off their willingness to accept accountability for something that should have never happened to begin with - & the actions I am expecting to see them take to protect children” [ 34 ]. The next day - after Kim Kardashian’s statement - the crisis found its climax with the most Google searches of the words “Balenciaga scandal”. The United States, which belongs to Kering’s second largest market and generates 34% of its annual income, was the country where most of the searches came from [ 35 ].

Indeed, Balenciaga’s failure of giving a quick response to the controversy, as well as its initial strategy to portray itself as a victim and place the full blame on the production company and set designer, kindled the anger of the consumers and digital media outlets. At least two Balenciaga stores - in Los Angeles’ Rodeo Drive and London’s Bond Street - were vandalized and social media users posted videos destroying the brand’s products. As a response, on November 28th, the brand issued a statement admitting “a series of grievous errors for which Balenciaga takes responsibility”, and announced ongoing “internal and external investigations” as well as reaching out to “organizations who specialize in child protection and aim at ending child abuse and exploitation” [ 36 ].

Finally, on December 2nd, Demna - Balenciaga’s creative director - and Cédric Charbit - president and CEO - released separate statements of apology. Demna took responsibility and apologized for “the wrong artistic choice of concept” and stated [ 37 ]: “As much as I would sometimes like to provoke a thought through my work, I would NEVER have an intention to do that with such an awful subject as child abuse that I condemn. Period.” For his part, Charbit reiterated “my sincere apologies for the offense caused and take my responsibility” [ 38 ] and listed an extensive set of actions that the brand would take in order to “learn from our mistakes as an organization”, such as new control instances for content validation, a reorganization of their image department, dropping the lawsuit against the third parties involved in the campaign, and donations to organizations that care for children safety.

Since the scandal, Balenciaga has kept a low-profile on social media and public appearances. Demna canceled his appearance in Business of Fashion ’s VOICES 2022 annual gathering and London’s Fashion Awards by the British Fashion Council, where he was initially a candidate for Designer of the Year - but was later dropped from the list for the award [ 39 ]. Additionally, Balenciaga will not be in the next Haute Couture show in Paris. The Fédération de la Haute Couture et de la Mode has released its provisional calendar of the fashion shows that will take place from January 23 to 16, 2023 and Balenciaga is absent [ 40 ]. The response of celebrities to the crisis has been discreet. Apart from Kim Kardashian’s statement, no other has spoken on their social media. The singer Dua Lipa has dispensed with the Balenciaga outfits for her Future Nostalgia concert tour and the model Bella Hadid deleted a photo of the campaign she did with the brand from her Instagram. On the other hand, the actress Nicole Kidman did not remove the photos of the campaign with Balenciaga on her Instagram account, which caused more than 13,000 comments of criticism [ 41 ].

4.2 Balenciaga’s Performance on Social Media

Creative director, Demna Gvasalia, linked Balenciaga to social media with a strong digital strategy, thus approaching Generation Z to the brand. In a 2018 interview with Highsnobiety, the designer stated that “most of my designs are inspired by the screen” [ 6 ]. One day before the publication of the controversial campaign, Balenciaga closed its Twitter account in response to Elon Musk acquiring the company. This was expressed by Demna Gvasaglia on his own Instagram account.

The following tables represent an analysis of the official accounts of Balenciaga on Instagram and TikTok before the crisis (Table  1 ) and after the crisis (Table  2 ).

It is striking that after the crisis - which went viral on social media - Balenciaga froze its two most important social media platforms. The brand stopped posting, muted all comments, and didn’t speak out. As a consequence, its growth and performance also froze. If we go deeper into Instagram with the number of followers, we can see that they lost 100,000 followers after the crisis, and the day they suffered the biggest drop (34,730 less followers) was November 28, 2022 (Fig.  1 ), which coincides with their last apology and Kim Kardashian’s statement from the day before.

Source: Authors with Fanpage Karma

Chart of Balenciaga’s Instagram followers from October 20 to December 20, 2022.

Although TikTok is the second most important social media for the brand, it is the one with the highest growth in followers (6.9%) and above all, highest engagement (5.9%). The chinese app is the social media platform that is mainly targeted to Gen Z and, for Balenciaga, it was a way to connect with this audience. Even if the crisis started on Twitter, it went viral on TikTok, and it has been the first crisis that a luxury brand has undergone on this platform. For the quantitative research, the views of the most important hashtags have been quantified [ 42 ] (Table  3 ) demonstrating the virality of the brand’s cancellation process, the boycott and even the burning of Balenciaga products.

In TikTok, the most viral hashtag was #cancelbalenciaga with more than 280 million views, followed by #boycottbalenciaga with more than 180 million views. There is an interesting hashtag that is #balenciagagate, which refers to how the connection between the brand and the sexualization of minors has been uncovered. In total, there are more than 600 million views of videos on TikTok against Balenciaga. These data measure the magnitude of this unprecedented crisis on TikTok.

5 Conclusions

Even though Balenciaga, under the direction of Demna Gvasalia since 2015, gained substantial awareness and positioned itself as an interesting and disruptive brand during the past years, the holiday gifting campaign scandal of November - December 2022 proved that there are certain limits that not even beloved and well-positioned brands are allowed to cross. It also demonstrates that a bad response to a communication crisis can cost the reputation of a brand. Balenciaga had a slow and unclear response to the initial backlash that ultimately led to the big crisis. The brand took days to fully address the issue, published several and inconclusive statements - that only made it more viral and media worthy of attention - and failed to assume responsibility.

The brand’s reactive strategy was initially a “Deny Response Option”, of the scapegoat type: when the crisis manager blames a person or group outside the organization for the crisis [ 13 ]. In the case of Balenciaga, tha blame was placed on the producer of the campaign and Nicholas Des Jardins, set designer for the photo-shoot. The brand even sued them in court asking for a compensation of 25 million dollars. The public punished the deflective strategy, since no one believed that the brand was not aware of the props used for the campaign. The last apology was a “Deal Response Option” [ 13 ], of the apology type. This happens when a manager or spokesperson indicates that the organization takes full responsibility for the crisis and asks stakeholders for forgiveness. It is the most convincing option but Balenciaga took too much time to take it: 7 days after the crisis broke out, when the story was already in the media and viral on social media.

The Balenciaga crisis is an example of consumer empowerment on social media. The brand did not realize that linking a fashion campaign with minors and objects related to sadomasochism or child pornography was going to have such a virulent and negative reaction on social media. If we add up all the views on TikTok with the hashtags against Balenciaga, it reaches more than 600 million. Balenciaga was used to controversies in the media but not among TikTok users, the social media that was growing the most for them. In this sense, the silence on social media also draws attention. The crisis originated there and they did not know how to manage it properly. Since the crisis, Balenciaga has not published anything on TikTok, and it has restricted the comments on their videos. In the case of Instagram, it has only published a post without comments as well. With these actions, Balenciaga has missed an important opportunity of listening and communicating with its followers.

The crisis is very recent and we still have little perspective to understand the consequences that it will have for Balenciaga: both economically and reputation-wise. We only know that it has plunged the brand into unprecedented silence on its social media platforms and that it will not participate in the next Haute Couture show in Paris in January, 2023 [ 40 ].

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Alessandro Tosi

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Veronica Neri

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Gárgoles, P., Ambás, G. (2023). The Power of Consumers on Social Media: A Case Study of Balenciaga’s Crisis Communication. In: Sabatini, N., Sádaba, T., Tosi, A., Neri, V., Cantoni, L. (eds) Fashion Communication in the Digital Age. FACTUM 2023. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-031-38541-4_1

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5 outstanding social media marketing case studies

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

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

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

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

By the end of the campaign, Mercedes has received:

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

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

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

2. Dove – Connecting with their target audience

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

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

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

According to Dove, women were inspired by their message.

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

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

3. Nutella – Incredible content that makes you salivate

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

Here are some ideas for having fun with your brand:

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

Take your #breakfast bread pudding to the next level with #Nutella ! 😉 pic.twitter.com/k0ko5Nm9iX — Nutella (@NutellaGlobal) May 5, 2016

4. Oreo – Smart content planning and timely delivery

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

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

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

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

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

5. Airbnb – Stunning imagery and UGC

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

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

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

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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 .

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Frequently Asked Questions

🌟 How do I start a social media campaign idea?

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

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

🌟 What are the different types of social media campaigns?

Different types of social media campaigns are:

• Influencer Campaigns
• Hashtag Challenges

🌟 Why is social media campaign important?

Social media campaigns have various benefits:

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

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

Some of the best social media campaign tools are:

• SocialPilot

🌟 What are the top social media sites?

The top social media sites are:

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28 Case Study Examples Every Marketer Should See

Published: March 08, 2023

Putting together a compelling case study is one of the most powerful strategies for showcasing your product and attracting future customers. But it's not easy to create case studies that your audience can’t wait to read.

In this post, we’ll go over the definition of a case study and the best examples to inspire you.

What is a case study?

A case study is a detailed story of something your company did. It includes a beginning — often discussing a conflict, an explanation of what happened next, and a resolution that explains how the company solved or improved on something.

A case study proves how your product has helped other companies by demonstrating real-life results. Not only that, but marketing case studies with solutions typically contain quotes from the customer. This means that they’re not just ads where you praise your own product. Rather, other companies are praising your company — and there’s no stronger marketing material than a verbal recommendation or testimonial. A great case study is also filled with research and stats to back up points made about a project's results.

There are myriad ways to use case studies in your marketing strategy . From featuring them on your website to including them in a sales presentation, a case study is a strong, persuasive tool that shows customers why they should work with you — straight from another customer. Writing one from scratch is hard, though, which is why we’ve created a collection of case study templates for you to get started.

Fill out the form below to access the free case study templates.

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.

There’s no better way to generate more leads than by writing case studies . But without case study examples to draw inspiration from, it can be difficult to write impactful studies that convince visitors to submit a form.

Marketing Case Study Examples

To help you create an attractive and high-converting case study, we've put together a list of some of our favorites. This list includes famous case studies in marketing, technology, and business.

These studies can show you how to frame your company offers in a way that is both meaningful and useful to your audience. So, take a look, and let these examples inspire your next brilliant case study design.

These marketing case studies with solutions show the value proposition of each product. They also show how each company benefited in both the short and long term using quantitative data. In other words, you don’t get just nice statements, like "This company helped us a lot." You see actual change within the firm through numbers and figures.

You can put your learnings into action with HubSpot's Free Case Study Templates . Available as custom designs and text-based documents, you can upload these templates to your CMS or send them to prospects as you see fit.

1. " How Handled Scaled from Zero to 121 Locations with the Help of HubSpot ," by HubSpot

What's interesting about this case study is the way it leads with the customer. That reflects a major HubSpot cornerstone, which is to always solve for the customer first. The copy leads with a brief description of why the CEO of Handled founded the company and why he thought Handled could benefit from adopting a CRM. The case study also opens up with one key data point about Handled’s success using HubSpot, namely that it grew to 121 locations.

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

Key Learnings from the HubSpot Case Study Example

• Give the case study a personal touch by focusing on the CEO rather than the company itself.
• Use multimedia to engage website visitors as they read the case study.

2. " The Whole Package ," 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, they’re greeted with a big, bold photo and the title of the case study — which just so happens to summarize how IDEO helped its client. It summarizes the case study in three snippets: The challenge, the impact, and the outcome.

Immediately, IDEO communicates its impact — the company partnered with H&M to remove plastic from its packaging — but it doesn't stop there. As the user scrolls down, the challenge, impact, and progress are elaborated upon with comprehensive (but not overwhelming) copy that outlines what that process looked like, replete with quotes and intriguing visuals.

Key Learnings from the IDEO Case Study Example

• Split up the takeaways of your case studies into bite-sized sections.
• Always use visuals and images to enrich the case study experience, especially if it’s a comprehensive case study.

3. " Rozum Robotics intensifies its PR game with Awario ," by Awario

In this case study, Awario greets the user with a summary straight away — so if you’re feeling up to reading the entire case study, you can scan the snapshot and understand how the company serves its customers. The case study then includes jump links to several sections, such as "Company Profile," "Rozum Robotics' Pains," "Challenge," "Solution," and "Results and Improvements."

The sparse copy and prominent headings show that you don’t need a lot of elaborate information to show the value of your products and services. Like the other case study examples on this list, it includes visuals and quotes to demonstrate the effectiveness of the company’s efforts. The case study ends with a bulleted list that shows the results.

Key Learnings from the Awario Robotics Case Study Example

• Create a table of contents to make your case study easier to navigate.
• Include a bulleted list of the results you achieved for your client.

4. " Chevrolet DTU ," by Carol H. Williams

If you’ve worked with a company that’s well-known, use only the name in the title — like Carol H. Williams, one of the nation’s top advertising agencies, does here. The "DTU," stands for "Discover the Unexpected." It generates interest because you want to find out what the initials mean.

They keep your interest in this case study by using a mixture of headings, images, and videos to describe the challenges, objectives, and solutions of the project. The case study closes with a summary of the key achievements that Chevrolet’s DTU Journalism Fellows reached during the project.

Key Learnings from the Carol H. Williams Case Study Example

• If you’ve worked with a big brand before, consider only using the name in the title — just enough to pique interest.
• Use a mixture of headings and subheadings to guide users through the case study.

5. " How Fractl Earned Links from 931 Unique Domains for Porch.com in a Single Year ," by Fractl

Fractl uses both text and graphic design in their Porch.com case study to immerse the viewer in a more interesting user experience. For instance, as you scroll, you'll see the results are illustrated in an infographic-design form as well as the text itself.

Further down the page, they use icons like a heart and a circle to illustrate their pitch angles, and graphs to showcase their results. Rather than writing which publications have mentioned Porch.com during Fractl’s campaign, they incorporated the media outlets’ icons for further visual diversity.

Key Learnings from the Fractl Case Study Example

• Let pictures speak for you by incorporating graphs, logos, and icons all throughout the case study.
• Start the case study by right away stating the key results, like Fractl does, instead of putting the results all the way at the bottom.

6. " The Met ," by Fantasy

What's the best way to showcase the responsiveness and user interface of a website? Probably by diving right into it with a series of simple showcases— which is exactly what Fantasy does on their case study page for the Metropolitan Museum of Art. They keep the page simple and clean, inviting you to review their redesign of the Met’s website feature-by-feature.

Each section is simple, showing a single piece of the new website's interface so that users aren’t overwhelmed with information and can focus on what matters most.

If you're more interested in text, you can read the objective for each feature. Fantasy understands that, as a potential customer, this is all you need to know. Scrolling further, you're greeted with a simple "Contact Us" CTA.

Key Learnings from the Fantasy Case Study Example

• You don’t have to write a ton of text to create a great case study. Focus on the solution you delivered itself.
• Include a CTA at the bottom inviting visitors to contact you.

7. " Rovio: How Rovio Grew Into a Gaming Superpower ," by App Annie

If your client had a lot of positive things to say about you, take a note from App Annie’s Rovio case study and open up with a quote from your client. The case study also closes with a quote, so that the case study doesn’t seem like a promotion written by your marketing team but a story that’s taken straight from your client’s mouth. It includes a photo of a Rovio employee, too.

Another thing this example does well? It immediately includes a link to the product that Rovio used (namely, App Annie Intelligence) at the top of the case study. The case study closes with a call-to-action button prompting users to book a demo.

Key Learnings from the App Annie Case Study Example

• Feature quotes from your client at the beginning and end of the case study.
• Include a mention of the product right at the beginning and prompt users to learn more about the product.

8. " Embracing first-party data: 3 success stories from HubSpot ," by Think with Google

Google takes a different approach to text-focused case studies by choosing three different companies to highlight.

The case study is clean and easily scannable. It has sections for each company, with quotes and headers that clarify the way these three distinct stories connect. The simple format also uses colors and text that align with the Google brand.

Another differentiator is the focus on data. This case study is less than a thousand words, but it's packed with useful data points. Data-driven insights quickly and clearly show how the value of leveraging first-party data while prioritizing consumer privacy.

Key Learnings from the Think with Google Case Study Example

• A case study doesn’t need to be long or complex to be powerful.
• Clear data points are a quick and effective way to prove value.

9. " In-Depth Performance Marketing Case Study ," by Switch

Switch is an international marketing agency based in Malta that knocks it out of the park with this case study. Its biggest challenge is effectively communicating what it did for its client without ever revealing the client’s name. It also effectively keeps non-marketers in the loop by including a glossary of terms on page 4.

The PDF case study reads like a compelling research article, including titles like "In-Depth Performance Marketing Case Study," "Scenario," and "Approach," so that readers get a high-level overview of what the client needed and why they approached Switch. It also includes a different page for each strategy. For instance, if you’d only be interested in hiring Switch for optimizing your Facebook ads, you can skip to page 10 to see how they did it.

The PDF is fourteen pages long but features big fonts and plenty of white space, so viewers can easily skim it in only a few minutes.

Key Learnings from the Switch Case Study Example

• If you want to go into specialized information, include a glossary of terms so that non-specialists can easily understand.
• Close with a CTA page in your case study PDF and include contact information for prospective clients.

10. " Gila River ," by OH Partners

Let pictures speak for you, like OH Partners did in this case study. While you’ll quickly come across a heading and some text when you land on this case study page, you’ll get the bulk of the case study through examples of actual work OH Partners did for its client. You will see OH Partners’ work in a billboard, magazine, and video. This communicates to website visitors that if they work with OH Partners, their business will be visible everywhere.

And like the other case studies here, it closes with a summary of what the firm achieved for its client in an eye-catching way.

Key Learnings from the OH Partners Case Study Example

• Let the visuals speak by including examples of the actual work you did for your client — which is especially useful for branding and marketing agencies.
• Always close out with your achievements and how they impacted your client.

11. " Facing a Hater ," by Digitas

Digitas' case study page for Sprite’s #ILOVEYOUHATER campaign keeps it brief while communicating the key facts of Digitas’ work for the popular soda brand. The page opens with an impactful image of a hundred people facing a single man. It turns out, that man is the biggest "bully" in Argentina, and the people facing him are those whom he’s bullied before.

Scrolling down, it's obvious that Digitas kept Sprite at the forefront of their strategy, but more than that, they used real people as their focal point. They leveraged the Twitter API to pull data from Tweets that people had actually tweeted to find the identity of the biggest "hater" in the country. That turned out to be @AguanteElCofler, a Twitter user who has since been suspended.

Key Learnings from the Digitas Case Study Example

• If a video was part of your work for your client, be sure to include the most impactful screenshot as the heading.
• Don’t be afraid to provide details on how you helped your client achieve their goals, including the tools you leveraged.

12. " Better Experiences for All ," by HermanMiller

HermanMiller sells sleek, utilitarian furniture with no frills and extreme functionality, and that ethos extends to its case study page for a hospital in Dubai.

What first attracted me to this case study was the beautiful video at the top and the clean user experience. User experience matters a lot in a case study. It determines whether users will keep reading or leave. Another notable aspect of this case study is that the video includes closed-captioning for greater accessibility, and users have the option of expanding the CC and searching through the text.

HermanMiller’s case study also offers an impressive amount of information packed in just a few short paragraphs for those wanting to understand the nuances of their strategy. It closes out with a quote from their client and, most importantly, the list of furniture products that the hospital purchased from the brand.

Key Learnings from the HermanMiller Case Study Example

• Close out with a list of products that users can buy after reading the case study.
• Include accessibility features such as closed captioning and night mode to make your case study more user-friendly.

13. " Capital One on AWS ," by Amazon

Do you work continuously with your clients? Consider structuring your case study page like Amazon did in this stellar case study example. Instead of just featuring one article about Capital One and how it benefited from using AWS, Amazon features a series of articles that you can then access if you’re interested in reading more. It goes all the way back to 2016, all with different stories that feature Capital One’s achievements using AWS.

This may look unattainable for a small firm, but you don’t have to go to extreme measures and do it for every single one of your clients. You could choose the one you most wish to focus on and establish a contact both on your side and your client’s for coming up with the content. Check in every year and write a new piece. These don’t have to be long, either — five hundred to eight hundred words will do.

Key Learnings from the Amazon AWS Case Study Example

• Write a new article each year featuring one of your clients, then include links to those articles in one big case study page.
• Consider including external articles as well that emphasize your client’s success in their industry.

14. " HackReactor teaches the world to code #withAsana ," by Asana

While Asana's case study design looks text-heavy, there's a good reason. It reads like a creative story, told entirely from the customer's perspective.

For instance, Asana knows you won't trust its word alone on why this product is useful. So, they let Tony Phillips, HackReactor CEO, tell you instead: "We take in a lot of information. Our brains are awful at storage but very good at thinking; you really start to want some third party to store your information so you can do something with it."

Asana features frequent quotes from Phillips to break up the wall of text and humanize the case study. It reads like an in-depth interview and captivates the reader through creative storytelling. Even more, Asana includes in-depth detail about how HackReactor uses Asana. This includes how they build templates and workflows:

"There's a huge differentiator between Asana and other tools, and that’s the very easy API access. Even if Asana isn’t the perfect fit for a workflow, someone like me— a relatively mediocre software engineer—can add functionality via the API to build a custom solution that helps a team get more done."

Key Learnings from the Asana Example

• Include quotes from your client throughout the case study.
• Provide extensive detail on how your client worked with you or used your product.

15. " Rips Sewed, Brand Love Reaped ," by Amp Agency

Amp Agency's Patagonia marketing strategy aimed to appeal to a new audience through guerrilla marketing efforts and a coast-to-coast road trip. Their case study page effectively conveys a voyager theme, complete with real photos of Patagonia customers from across the U.S., and a map of the expedition. I liked Amp Agency's storytelling approach best. It captures viewers' attention from start to finish simply because it's an intriguing and unique approach to marketing.

Key Learnings from the Amp Agency Example

• Open up with a summary that communicates who your client is and why they reached out to you.
• Like in the other case study examples, you’ll want to close out with a quantitative list of your achievements.

16. " NetApp ," by Evisort

Evisort opens up its NetApp case study with an at-a-glance overview of the client. It’s imperative to always focus on the client in your case study — not on your amazing product and equally amazing team. By opening up with a snapshot of the client’s company, Evisort places the focus on the client.

This case study example checks all the boxes for a great case study that’s informative, thorough, and compelling. It includes quotes from the client and details about the challenges NetApp faced during the COVID pandemic. It closes out with a quote from the client and with a link to download the case study in PDF format, which is incredibly important if you want your case study to be accessible in a wider variety of formats.

Key Learnings from the Evisort Example

• Place the focus immediately on your client by including a snapshot of their company.
• Mention challenging eras, such as a pandemic or recession, to show how your company can help your client succeed even during difficult times.

17. " Copernicus Land Monitoring – CLC+ Core ," by Cloudflight

Including highly specialized information in your case study is an effective way to show prospects that you’re not just trying to get their business. You’re deep within their industry, too, and willing to learn everything you need to learn to create a solution that works specifically for them.

Cloudflight does a splendid job at that in its Copernicus Land Monitoring case study. While the information may be difficult to read at first glance, it will capture the interest of prospects who are in the environmental industry. It thus shows Cloudflight’s value as a partner much more effectively than a general case study would.

The page is comprehensive and ends with a compelling call-to-action — "Looking for a solution that automates, and enhances your Big Data system? Are you struggling with large datasets and accessibility? We would be happy to advise and support you!" The clean, whitespace-heavy page is an effective example of using a case study to capture future leads.

Key Learnings from the Cloudflight Case Study Example

• Don’t be afraid to get technical in your explanation of what you did for your client.
• Include a snapshot of the sales representative prospects should contact, especially if you have different sales reps for different industries, like Cloudflight does.

18. " Valvoline Increases Coupon Send Rate by 76% with Textel’s MMS Picture Texting ," by Textel

If you’re targeting large enterprises with a long purchasing cycle, you’ll want to include a wealth of information in an easily transferable format. That’s what Textel does here in its PDF case study for Valvoline. It greets the user with an eye-catching headline that shows the value of using Textel. Valvoline saw a significant return on investment from using the platform.

Another smart decision in this case study is highlighting the client’s quote by putting it in green font and doing the same thing for the client’s results because it helps the reader quickly connect the two pieces of information. If you’re in a hurry, you can also take a look at the "At a Glance" column to get the key facts of the case study, starting with information about Valvoline.

Key Learnings from the Textel Case Study Example

• Include your client’s ROI right in the title of the case study.
• Add an "At a Glance" column to your case study PDF to make it easy to get insights without needing to read all the text.

19. " Hunt Club and Happeo — a tech-enabled love story ," by Happeo

In this blog-post-like case study, Happeo opens with a quote from the client, then dives into a compelling heading: "Technology at the forefront of Hunt Club's strategy." Say you’re investigating Happeo as a solution and consider your firm to be technology-driven. This approach would spark your curiosity about why the client chose to work with Happeo. It also effectively communicates the software’s value proposition without sounding like it’s coming from an in-house marketing team.

Every paragraph is a quote written from the customer’s perspective. Later down the page, the case study also dives into "the features that changed the game for Hunt Club," giving Happeo a chance to highlight some of the platform’s most salient features.

Key Learnings from the Happeo Case Study Example

• Consider writing the entirety of the case study from the perspective of the customer.
• Include a list of the features that convinced your client to go with you.

20. " Red Sox Season Campaign ," by CTP Boston

What's great about CTP's case study page for their Red Sox Season Campaign is their combination of video, images, and text. A video automatically begins playing when you visit the page, and as you scroll, you'll see more embedded videos of Red Sox players, a compilation of print ads, and social media images you can click to enlarge.

At the bottom, it says "Find out how we can do something similar for your brand." The page is clean, cohesive, and aesthetically pleasing. It invites viewers to appreciate the well-roundedness of CTP's campaign for Boston's beloved baseball team.

Key Learnings from the CTP Case Study Example

• Include a video in the heading of the case study.
• Close with a call-to-action that makes leads want to turn into prospects.

21. " Acoustic ," by Genuine

Sometimes, simple is key. Genuine's case study for Acoustic is straightforward and minimal, with just a few short paragraphs, including "Reimagining the B2B website experience," "Speaking to marketers 1:1," and "Inventing Together." After the core of the case study, we then see a quote from Acoustic’s CMO and the results Genuine achieved for the company.

The simplicity of the page allows the reader to focus on both the visual aspects and the copy. The page displays Genuine's brand personality while offering the viewer all the necessary information they need.

• You don’t need to write a lot to create a great case study. Keep it simple.
• Always include quantifiable data to illustrate the results you achieved for your client.

22. " Using Apptio Targetprocess Automated Rules in Wargaming ," by Apptio

Apptio’s case study for Wargaming summarizes three key pieces of information right at the beginning: The goals, the obstacles, and the results.

Readers then have the opportunity to continue reading — or they can walk away right then with the information they need. This case study also excels in keeping the human interest factor by formatting the information like an interview.

The piece is well-organized and uses compelling headers to keep the reader engaged. Despite its length, Apptio's case study is appealing enough to keep the viewer's attention. Every Apptio case study ends with a "recommendation for other companies" section, where the client can give advice for other companies that are looking for a similar solution but aren’t sure how to get started.

Key Learnings from the Apptio Case Study Example

• Put your client in an advisory role by giving them the opportunity to give recommendations to other companies that are reading the case study.
• Include the takeaways from the case study right at the beginning so prospects quickly get what they need.

23. " Airbnb + Zendesk: building a powerful solution together ," by Zendesk

Zendesk's Airbnb case study reads like a blog post, and focuses equally on Zendesk and Airbnb, highlighting a true partnership between the companies. To captivate readers, it begins like this: "Halfway around the globe is a place to stay with your name on it. At least for a weekend."

The piece focuses on telling a good story and provides photographs of beautiful Airbnb locations. In a case study meant to highlight Zendesk's helpfulness, nothing could be more authentic than their decision to focus on Airbnb's service in such great detail.

Key Learnings from the Zendesk Case Study Example

• Include images of your client’s offerings — not necessarily of the service or product you provided. Notice how Zendesk doesn’t include screenshots of its product.
• Include a call-to-action right at the beginning of the case study. Zendesk gives you two options: to find a solution or start a trial.

24. " Biobot Customer Success Story: Rollins College, Winter Park, Florida ," by Biobot

Like some of the other top examples in this list, Biobot opens its case study with a quote from its client, which captures the value proposition of working with Biobot. It mentions the COVID pandemic and goes into detail about the challenges the client faced during this time.

This case study is structured more like a news article than a traditional case study. This format can work in more formal industries where decision-makers need to see in-depth information about the case. Be sure to test different methods and measure engagement .

Key Learnings from the Biobot Case Study Example

• Mention environmental, public health, or economic emergencies and how you helped your client get past such difficult times.
• Feel free to write the case study like a normal blog post, but be sure to test different methods to find the one that best works for you.

25. " Discovering Cost Savings With Efficient Decision Making ," by Gartner

You don't always need a ton of text or a video to convey your message — sometimes, you just need a few paragraphs and bullet points. Gartner does a fantastic job of quickly providing the fundamental statistics a potential customer would need to know, without boggling down their readers with dense paragraphs. The case study closes with a shaded box that summarizes the impact that Gartner had on its client. It includes a quote and a call-to-action to "Learn More."

Key Learnings from the Gartner Case Study Example

• Feel free to keep the case study short.
• Include a call-to-action at the bottom that takes the reader to a page that most relates to them.

26. " Bringing an Operator to the Game ," by Redapt

This case study example by Redapt is another great demonstration of the power of summarizing your case study’s takeaways right at the start of the study. Redapt includes three easy-to-scan columns: "The problem," "the solution," and "the outcome." But its most notable feature is a section titled "Moment of clarity," which shows why this particular project was difficult or challenging.

The section is shaded in green, making it impossible to miss. Redapt does the same thing for each case study. In the same way, you should highlight the "turning point" for both you and your client when you were working toward a solution.

Key Learnings from the Redapt Case Study Example

• Highlight the turning point for both you and your client during the solution-seeking process.
• Use the same structure (including the same headings) for your case studies to make them easy to scan and read.

27. " Virtual Call Center Sees 300% Boost In Contact Rate ," by Convoso

Convoso’s PDF case study for Digital Market Media immediately mentions the results that the client achieved and takes advantage of white space. On the second page, the case study presents more influential results. It’s colorful and engaging and closes with a spread that prompts readers to request a demo.

Key Learnings from the Convoso Case Study Example

• List the results of your work right at the beginning of the case study.
• Use color to differentiate your case study from others. Convoso’s example is one of the most colorful ones on this list.

28. " Ensuring quality of service during a pandemic ," by Ericsson

Ericsson’s case study page for Orange Spain is an excellent example of using diverse written and visual media — such as videos, graphs, and quotes — to showcase the success a client experienced. Throughout the case study, Ericsson provides links to product and service pages users might find relevant as they’re reading the study.

For instance, under the heading "Preloaded with the power of automation," Ericsson mentions its Ericsson Operations Engine product, then links to that product page. It closes the case study with a link to another product page.

Key Learnings from the Ericsson Case Study Example

• Link to product pages throughout the case study so that readers can learn more about the solution you offer.
• Use multimedia to engage users as they read the case study.

Start creating your case study.

Now that you've got a great list of examples of case studies, think about a topic you'd like to write about that highlights your company or work you did with a customer.

A customer’s success story is the most persuasive marketing material you could ever create. With a strong portfolio of case studies, you can ensure prospects know why they should give you their business.

Editor's note: This post was originally published in August 2018 and has been updated for comprehensiveness.

Don't forget to share this post!

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

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

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

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

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

What is a social media case study?

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

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

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

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

How to write a social media success story

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

1. Reach out to your client

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

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

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

2. Conduct an interview for your case study

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

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

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

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

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

Here are a few example questions:

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

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

3. Compile data from social media analytics

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

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

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

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

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

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

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

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

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

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

4. Write your case study

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

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

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

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

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

When telling the story, remember to: 

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

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

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

Case study example

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

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

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

1. Write a headline and a summary

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

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

2. Provide background on the company

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

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

3. Highlight key results

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

4. Describe the problem or challenge

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

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

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

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

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

5. Conclusion

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

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

Collect and track data for your success stories

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

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

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

So start automating your social media analytics now!

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Top 5 Social Media Case Study Templates with Examples and Samples

Abhishek Tuteja

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

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

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

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

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

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

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

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

Download this template here

Template 2- Social Media Business Case Study Template

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

Download here

Template 3- Case Study for Social Media Marketing Proposal Template

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

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

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

Download the PPT Template here

Template 5- Case Study for Celebrity Template

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

Time to Elevate Your Presentation Game

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

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

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

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

FAQs on Social Media Case Study

What is a social media case study.

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

How do you introduce a case study on social media?

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

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

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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

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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 condemns arrest of Fox 7 News photojournalists, calls for law enforcement to allow journalists to report without interference –  Region 3 Mark of Excellence Awards 2023 winners announced –  Region 11 Mark of Excellence Awards 2023 winners announced

2024 Theses Doctoral

Modeling User Engagement on Online Social Platforms - A Context-Aware Machine Learning Approach

Peters, Heinrich

This dissertation examines the predictability of user engagement on online social platforms by integrating theoretical perspectives from the literature on media and technology habits with principles of context-aware computing. It presents three studies, each targeting a different facet of technology-mediated communication, from social media use in general to more granular behaviors like active and passive use and instant messaging. The first chapter proposes a novel approach to the study of social media habits through predictive modeling of sequential smartphone user behaviors. Using longitudinal smartphone app log data, it examines the predictability of app engagement as a way to capture a critical yet previously neglected aspect of media and technology habits: their embeddedness in repetitive behavioral sequences. The study employs Long Short-Term Memory (LSTM) and transformer neural networks to demonstrate that social media use follows predictable patterns over time and that its predictability varies substantially across individuals. T he second chapter shifts focus to the potential of context-aware modeling as a holistic yet parsimonious and privacy-preserving approach to predicting user engagement on online social platforms. Analyzing over 100 million Snapchat sessions from nearly 80,000 users via deep LSTM neural networks, the study demonstrates the predictability of active and passive use based on past behavior and a notable improvement in predictive performance upon integrating momentary context information. Features related to connectivity status, location, temporal context, and weather were found to capture non-redundant variance in user engagement relative to features derived from histories of in-app behaviors. The findings are consistent with the idea of context-contingent, habit-driven patterns of active and passive use, highlighting the utility of contextualized representations of user behavior for predicting user engagement on online social platforms. The third chapter investigates the predictability of attentiveness and responsiveness in instant messaging on a large online social platform. Utilizing metadata from over 19 million messages, the study examines the predictive power of a wide range of predictor groups, including message attributes, user attributes, and momentary context, as well as historical communication patterns within ego networks and dyadic relationships. The findings echo the overarching theme that habitual behaviors and contextual factors shape user engagement. However, in this case, dyad-specific messaging histories account for the overwhelming share of explained variance, underlining the socially interdependent nature of user engagement in instant messaging. Collectively, the three studies presented in this dissertation make a theoretical contribution by establishing media and technology habits as a suitable framework for the study of user engagement and by introducing a novel perspective that emphasizes the repetitive, predictable, and context-dependent nature of media and technology habits. The research makes an important empirical contribution through the use of novel, large-scale, objective behavioral data, enhancing the ecological validity and real-world applicability of its findings. Methodologically, it pioneers the use of context-aware sequential machine learning techniques for the study of media and technology habits. The insights garnered from this research have the potential to inform the design of engaging and ethical online social platforms and mobile technologies, highlighting its practical implications for the billions of users navigating these digital environments on a daily basis.

• Instant messaging
• Computer science
• Social media
• Machine learning
• Neural networks (Computer science)
• Longitudinal method
• Snapchat (Electronic resource)

This item is currently under embargo. It will be available starting 2026-04-21.

More About This Work

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MFIA Clinic Lawsuit Succeeds in Lifting Gag Rules at Pittsburgh Jail

In a win for government accountability in Pennsylvania, the Media Freedom and Information Access Clinic at Yale Law School and the Reporters Committee for Freedom of the Press have succeeded in lifting Allegheny County Jail rules that forbid employees from talking to the press or posting information on social media.

As part of a settlement reached in the federal First Amendment lawsuit on April 23, the Pittsburgh jail has adopted new policies that affirm employees’ right to speak and to disclose wrongdoing at the jail. The policies also empower jail employees to speak out to the press on matters of public concern.

“We’re confident that these new policies secure the rights of journalists and the jail’s employees.” — Federico Roitman ’25

The clinic brought the case on behalf of reporter Brittney Hailer and worked with Reporters Committee staff attorney Paula Knudsen Burke as local counsel. The complaint alleged that the jail’s gag rules violated Hailer’s rights to gather and report on the news and the jail’s employees’ rights to speak on matters on public concern.

The now-abandoned policies broadly prohibited employees from speaking to the press without the warden’s permission. They also required employees to hold all jail matters “confidential,” significantly hampering Hailer’s ability to report on conditions at the jail. MFIA’s suit alleged that these policies violate the First Amendment rights of the public and press, as well as the rights of the jail’s staff.

“This case challenged an overreaching policy that prevented all employees from talking to the press,” said Victoria Maras ’25, who worked on the case. “We worked with the Reporters Committee for Freedom of the Press and the Society of Professional Journalists (SPJ) to bring this case as a means of demonstrating that the First Amendment does not tolerate government agencies gagging their employees in this way. SPJ is particularly concerned about this issue because similar policies are being rolled out around the country, and hopefully the jail’s withdrawal of its broad rules will send a message that such restrictions on employee speech are not defensible.”

The settlement was mediated by retired Magistrate Judge Lisa Pupo Lenihan under a mandatory mediation program in the Western District of Pennsylvania. After several rounds of negotiation, the two sides chalked out new press policies for the jail. Among other things, those new rules declare that jail employees may speak on matters of public concern as private citizens on their own time and are not restricted from revealing impropriety or wrongdoing by an employee.

This settlement and the resulting policy changes send a clear message that jail employees and contractors who want to speak publicly or with the press in their capacity as private citizens have a First Amendment right to do so.”  — Paula Knudsen Burke, Reporters Committee for Freedom of the Press

“This settlement and the resulting policy changes send a clear message that jail employees and contractors who want to speak publicly or with the press in their capacity as private citizens have a First Amendment right to do so,” said Burke, the Pennsylvania Local Legal Initiative attorney for the Reporters Committee. “Meaningful accountability and oversight depends upon the public’s ability to access information about what is happening inside of correctional facilities. We are glad to have reached a resolution with Allegheny County that will help ensure that, moving forward, our client and other journalists can receive information about issues of public concern from those who wish to discuss them.”

The new policies, one of which explicitly includes documentary filmmakers and freelance journalists covered by its press access provisions, will take effect 30 days from the date of signing the settlement.

“Working on this case was an excellent chance to get practical experience being a part of a mediation, which is not something you often get to do in law school,” Isaac Barnes May ’24 said. “Mediation provides a way to resolve the case by bringing together all parties, talking through differences, and developing solutions that everyone can live with.”

As part of the mediation process, MFIA’s students undertook a 50-state survey of jail press policies.

“We took inspiration from the best examples we encountered,” Federico Roitman ’25 said. “We’re confident that these new policies secure the rights of journalists and the jail’s employees.”

The Media Freedom and Information Access Clinic at Yale Law School is a law student clinic dedicated to increasing government transparency, defending the essential work of news gatherers, and protecting freedom of expression by providing pro bono legal services, pursuing impact litigation and developing policy initiatives.

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Majority of U.S. Twitter users say they’ve taken a break from the platform in the past year

A majority of Americans who have used Twitter in the past year report taking a break from the platform during that time, and a quarter say they are not likely to use it a year from now, according to a Pew Research Center survey conducted about five months after billionaire Elon Musk acquired the site .

Pew Research Center conducted this study to gain insight into Twitter users’ habits on the platform. This analysis is based on a survey conducted among 10,701 U.S. adults from March 13 to 19, 2023. It focuses on current and recent Twitter users, defined as those who answered yes to either of these questions: “Do you use Twitter?” or “Have you used Twitter in the past 12 months?”

Everyone who took part is a member of Pew Research Center’s American Trends Panel (ATP), an online survey panel that is recruited through national, random sampling of residential addresses. This way, nearly all U.S. adults have a chance of selection. The survey is weighted to be representative of the U.S. adult population by gender, race, ethnicity, partisan affiliation, education and other categories. Read more about the  ATP’s methodology .

Here are  the questions used for this analysis , along with responses, and its methodology .

Six-in-ten Americans who have used Twitter in the past 12 months say they have taken a break from the platform for a period of several weeks or more during that span, while roughly four-in-ten (39%) say they have not done this, according to the survey of U.S. adults, conducted March 13-19, 2023.

Some groups are more likely than others to say they have taken a break from the platform, with especially pronounced differences by gender, race and ethnicity. Among current and recent Twitter users, women are more likely than men to say they have taken a break from the platform in the past year (69% vs. 54%). And Black users (67%) are more likely than their White (60%) or Hispanic (54%) counterparts to say the same. (There were not enough Asian American Twitter users to allow for a separate analysis.)

There are no significant differences by age or political affiliation when it comes to taking a hiatus from the platform.

These findings come amid debates in the media and even questions posed by Musk himself about whether Twitter is “dying.” Since Musk acquired the platform, some celebrities have publicly announced their departures from the site and popular accounts have reported abnormally large gains and losses in followers , among other changes.

The survey also asked current and recent Twitter users how likely they are to use the platform a year from now. A plurality (40%) say they are extremely or very likely to use the site in a year, and 35% say they are somewhat likely to use it. But a quarter say they are not very or not at all likely to be on Twitter a year from now.

Among current or recent Twitter users, a larger share of women than men say it is unlikely they will be on the platform in a year (30% vs. 20%). Conversely, current or recent Twitter users who are men are more likely than women to say they likely will use the platform a year from now (47% vs. 31%).

This analysis also finds partisan differences in users’ plans to remain on the site, aligning with previous Center research that highlights how Republican and Democratic Twitter users have differing views of the platform . Greater shares of current or recent Twitter users who are Democrats or Democratic-leaning say it is unlikely they will be on Twitter in a year compared with their GOP counterparts (29% vs. 20%). Current or recent users who are Republican or Republican-leaning, in turn, are more likely than Democrats to say it is likely they will use the site a year from now (45% vs. 36%). Republicans are also more likely than Democrats to say they are extremely likely to be on the site at that time (25% vs. 17%).

There are differences by gender within both political parties on this question. Among current or recent Twitter users, Republican men stand out as the most likely to say they will use the platform a year from now (51%), compared with Republican women (35%) and with both Democratic men (42%) and women (29%).

Current or recent Twitter users who have not taken a recent break from the site are more than twice as likely as those who have taken a break to predict they will be on Twitter a year from now (63% vs. 26%). Just 8% of those who have not taken a break from the site say it is unlikely they will use Twitter in a year.

There are minimal differences by age in these responses.

Note: Here are  the questions used for this analysis , along with responses, and its methodology .

Read more about Americans’ views and habits on Twitter:

• After Musk’s takeover, big shifts in how Republican and Democratic Twitter users view the platform
• How U.S. adults on Twitter use the site in the Elon Musk era
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Michelle Faverio is a research analyst focusing on internet and technology research at Pew Research Center

6 facts about Americans and TikTok

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When are year 6 sats 2024 key dates for parents and pupils.

Year 6 pupils in England will soon be taking the key stage 2 (KS2) national curriculum tests, which are often referred to as SATs.   The assessments are used to measure school performance and to make sure individual pupils are …

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Virgin Media O2 reduces single-use plastics

April 26, 2024 12.08 Europe/London By Julian Clover

The move is part of the company’s Better Connections Plan, which includes a reduction in the amount of waste and single-use plastic sent to customers.

Dana Haidan, chief sustainability officer at Virgin Media O2, said: “As a leading UK business, Virgin Media O2 is committed to minimising its impact on the planet.”

Since 2021, Virgin Media O2 and technology partner Technetix have removed almost 18 tonnes of single-use plastic from the equipment and tools used by engineers, including cables, batteries, splitters, and wall outlets. This includes removing plastic bags, foam, or blister packs from packaging sent with parts, and plastic straps from shipping cartons, and replacing plastic ties with paper ties on cables.

“At Technetix, we prioritise circularity and waste reduction in our products and packaging. While many operators are addressing plastic packaging on customer equipment, there is also a vast array of equipment in the network that requires attention,” said Anna Burns, Group Operational Excellence Director at Technetix.

In addition, working with GXO, Virgin Media O2 has cut around 48 tonnes of single-use plastic since 2021 – a reduction of 94%, from packaging containing products sent to cable customers such as set-top boxes and routers.

Virgin Media O2 and GXO have also reduced the amount of single-use plastic used in delivery of TV and broadband products between distribution centres, and created plastic-free packaging for customers to return unwanted kit, with the latter preventing around 22 tonnes of single-use plastic each year. All removed single-use plastic is recycled, reused or repurposed.

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About Julian Clover

Julian Clover is a Media and Technology journalist based in Cambridge, UK. He works in online and printed media. Julian is also a voice on local radio. You can talk to Julian on Twitter @julianclover , on Facebook or by email at [email protected] .

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