If social media didn’t help to drive sales, brands wouldn’t bother with it, end of story. Yet despite this widely-held notion there still exist companies that need more encouragement within the social sphere.

Perhaps new research from LoyaltyOne and two leading business schools will give them the push they need, then. According to the 2012 LoyaltyOne Social Media Transaction Impact Study (in conjunction with Northwestern and Ivey Business School), engaging with customers via social media can increase purchase behaviour by up to 30%.

Based on a two-year analysis of brand-customer social media engagement and transaction data with Canada’s AIR MILES Reward Program, the study establishes the much sought-after link between campaign currency and ROI: AIR MILES collectors who took part in social media events and activities increased their purchases from AIR MILES program partners by 15-30% compared to non-participants.

Other key findings include:

• A simple status update creates a lift in transaction activity, and a longer post detailing purchase options creates a higher lift still.
• There is a direct correlation between the intensity of a customer’s participation and their purchasing activity.

LoyaltyOne Executive Vice President and CMO Neil Everett said: “This research delivers the evidence that investment in social media has the potential to return benefits in the form of transactions, profits and ROI, if done well.”