New research shows that organic social media content brings higher influence on sales than what your clients say about you over the internet. If your company tends to offer deal after deal in your social media, and you wonder if it makes sense to invest time in writing anything else, then you should listen to this interview. Together with Georgia Liadeli from Vrije University Amsterdam, we are exploring her newest paper, summarizing over 95 000 000 observations of how social media activity affects engagement and sales. Listen to get a big picture view on:

• What types of content work better for engagement?
• What types of content boost your sales?
• Which products sell better using organic content?
• Is it even worth writing social media content when you are a small company?
• What to check when entering new markets?

Paper discussed:

Liadeli, G., Sotgiu, F., & Verlegh, P. W. (2022). A Meta-Analysis of the Effects of Brands’ Owned Social Media on Social Media Engagement and Sales. Journal of Marketing, 00222429221123250.