5 ways to use data to inform your social media marketing strategy

USING DATA TO INFORM YOUR SOCIAL MEDIA

MARKETING STRATEGY

Based on an article that originally appeared on my site.

1. DETERMINE SOCIAL BEHAVIOR

2. RUN GOOGLE CONTENT EXPERIMENTS

3. FIND IDEAL POSTING VOLUME

4. TRACK ACROSS DEVICES

5 SOCIAL DATA TACTICS

5. COMBINE TO CALCULATE SOCIAL ROI

A/B

SegmentingUTM Tagging

DETERMINE SOCIAL BEHAVIOR

Step 1: Use a tool like Google URL Builder to tag links with identifying information.

UTM Tagging

Step 2: Set up advanced segments in Google Analytics to run further analysis on tagged links.

Advanced Segments

A/B

RUN A/B TESTS WITH GOOGLE CONTENT EXPERIMENTS

Content ExperimentsStep 1: Create two slight variations on the same landing page to test a variable.

Version A Version Bv.s.

Content ExperimentsStep 2: Allow the test to run, then analyze the results in Analytics to choose a winner. Repeat.

USE FB INSIGHTS TO DETERMINE IDEAL POSTING VOLUME

EXPORT INSIGHTS DATAStep 1: Go to FB insights and click the export data and and select “Post Data.”

ANALYZE IN EXCELStep 2: Download the data file. Then, in Excel, compare the daily “Average Lifetime Post Impressions” and the “Lifetime Engaged Users” data to find the ideal post volume. This will be the amount of posts that caused average engagement to begin to decline. (see article for more detail)

ACCURATE SOCIAL ATTRIBUTION

Conversion Pixel Cross-Device Info

Set Up Conversion PixelStep 1: In Facebook Ads Manager create a conversion pixel and install it on the page you want track.

Cross-Device TrackingStep 2: After setting up a conversion pixel, Facebook will display cross-device conversion data.

CROSS REFERENCE DATA TO DETERMINE SOCIAL ROI

FIND SOCIAL CONVERSION COST

Step 1: Using UTM’s and Segments, determine the cost/benefit of a single FB click. (see article for example)

USE DATA TO INFORM AD-BUYS

Step 2: In Facebook ads, use that value-per-user number to guide your ad-buys. As long as you stay under, you’ll profit.

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