Social media promotion improves job market outcomes

Abstract

Social media has transformed how academics disseminate research, but its effect on academic job outcomes remains unclear. Previous research has shown correlations between social media exposure and metrics like citation counts, but these relationships may be confounded by unobserved factors such as researcher quality or access to professional networks. We examine whether social media promotion causally affects job market outcomes in economics through a field experiment on Twitter (now X). We first collect tweets about job market papers from 519 candidates and post them from a dedicated account. We then randomize half of the posts to be quote-tweeted by established economists in the candidates’ fields, and measure the effects on both online visibility and hiring outcomes. We find that posts in the treatment group receive 441% more views and 303% more likes than those in the control group. Candidates whose posts were assigned to be quote-tweeted receive one additional flyout invitation compared to the control group average of 5.4 flyouts. Furthermore, women in the treatment group receive 0.9 more job offers than women in the control group, who receive 3 offers on average. Exploring mechanisms, we find that academic reputation drives these results, with stronger effects for quote-tweets from highly cited scholars and for candidates from top institutions. Our findings suggest social media promotion causally increases research visibility and improves academic job market outcomes.