A company that skilfully engages the attention of social media users can improve its financial result by up to PLN 30 million a year. Researchers from the Kozminski University (ALK) in Warsaw have found that the number of followers of a company’s profile on LinkedIn translates into its revenue.
ALK’s management and economics specialists focused on 300 companies from the S&P 500, an index that lists the 500 most important companies from the US stock markets.
‘We examined companies with active profiles on LinkedIn’, explains Dr Paweł Korzyński, who deals with leadership issues. ‘The sample included 99 sectors, grouped into categories such as services, consumer goods, finance, healthcare, industrial goods and technology. We observed that a 1 per cent increase in the number of followers of a company’s LinkedIn profile correlates with a 0.5 per cent increase in that company’s revenue’, emphasises Korzyński.
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