Impact of Multi-Platform Social Media Strategy on Sales in E-Commerce

Over the past several decades, major social media platforms have become crucial channels for e-commerce retailers to connect with consumers, maintain engagement, and promote their offerings. While some retailers focus their efforts on a few key platforms, others choose a more diversified approach by spreading their efforts across multiple sites. Which strategy proves more effective and why? Drawing on a longitudinal dataset on e-commerce social media metrics and performance indicators, we find that, all else being equal, companies with a more diversified social media strategy outperform those focusing on fewer platforms, increasing total web sales by 2 to 5 percent. The key mechanism driving this finding appears to be the complementary effect of overlapping impressions across platforms. When followers are present on multiple platforms, repeated exposure to consistent messaging reinforces brand awareness and enhances purchase intent. Our findings highlight important managerial implications for diversifying social media efforts to reach potential customers more efficiently and ultimately boost sales.