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Effective Testing On Social Media
Class 2: New York University Social Media Analytics I
@BrianHonigman
Testing Your Social Media Usage is Essential.
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Testing Allows You To Fail Faster.
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Testing is Low Cost.
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In Many Cases*, a Test Failing on Social Media Means No One Saw It.
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(*There are a few major exceptions.)
Apply A/B Testing Best Practices
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1. Choose One Variable To Test At a Time.
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Steps to Effective Testing Across Social Media
2. What Metric(s) Will Determine Success?
@BrianHonigman
Steps to Effective Testing Across Social Media
3. Do You Have Enough Data For a Proper Sample
Size?
@BrianHonigman
Steps to Effective Testing Across Social Media
4. Run One Test Per Channel at a Time.
@BrianHonigman
Steps to Effective Testing Across Social Media
Tagging Links on Social Media: Best Practices for Google Analytics
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@BrianHonigman
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UTM Parameters in Google Analytics
Tagged Link is Clicked.
UTM Tag Triggers in GA
Source
Medium
Campaign
Visit the Google URL Builder - Google It
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Define these Fields on Google URL Builder
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*Add URL*Add Source
*Add Medium*Add Campaign Name
Original:
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http://www.sephora.com/nails-makeup?
utm_source=facebook&utm_medium=social&utm_ca
mpaign=xmas
http://www.sephora.com/nails-makeup
Tagged:
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Example Test: Best Tweeting Frequency
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*Increase the amount of tweets published daily from 5 to 10
*Review results after a month
*Use Twitter Analytics to measure
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Example Test: Do Image or Link Posts
Perform Better on Facebook?
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*Equally Alternate Sharing Both Types of FB Posts
*Review results after a month
*Use Facebook Insights to measure
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Example Test: Ideal Length of
Videos on YouTube
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*Develop & Publish Videos w/Different Lengths
*Review results after a month
*Use YouTube Analytics to measure
Questions!?
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