nyu: effective testing on social media

Effective Testing On Social Media

Class 2: New York University Social Media Analytics I

@BrianHonigman

Testing Your Social Media Usage is Essential.

@BrianHonigman

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.

@BrianHonigman

(*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.

@BrianHonigman

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

@BrianHonigman

@BrianHonigman

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:

@BrianHonigman

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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@BrianHonigman

*Develop & Publish Videos w/Different Lengths

*Review results after a month

*Use YouTube Analytics to measure

Questions!?

@BrianHonigman