Problem

As the social media manager at a startup (now major player) in the real estate agent marketing and home search app space, my main objective was to increase brand awareness and ensure our digital reputation was growing. However, I also wanted to prove that organic social could directly impact app logins. The challenge was to find a way to measure the effectiveness of our social media efforts in driving app usage.

After analyzing our data, we discovered that there was a lack of correlation between our social media efforts and app logins. We needed to find a way to bridge this gap and demonstrate the value of organic engagement on social media.

Solution

To address this issue, I developed a cohort in MixPanel and targeted them with organic social interactions over six weeks, tracking their app usage. By creating a controlled group, we were able to isolate the impact of our social media efforts on app logins.

We tracked the number of logins during the six-week period with organic engagement and compared it to the previous six weeks without any interactions. The results showed that the number of logins increased an average of 27% with organic engagement. This proved that there was a direct correlation between our social media efforts and app usage.

Impact

Increased app logins by 27%
Demonstrated the value of organic engagement on social media
Raised the priority level of the social media department and the corresponding budget

Social Engagement Experiment Proves True Impact of Organic Social