nyu: effective testing on social media
TRANSCRIPT
![Page 1: NYU: Effective Testing on Social Media](https://reader031.vdocuments.mx/reader031/viewer/2022030303/587c3ca21a28ab5a1d8b55a1/html5/thumbnails/1.jpg)
Effective Testing On Social Media
Class 2: New York University Social Media Analytics I
@BrianHonigman
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Testing Your Social Media Usage is Essential.
@BrianHonigman
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Testing Allows You To Fail Faster.
@BrianHonigman
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Testing is Low Cost.
@BrianHonigman
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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.)
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Apply A/B Testing Best Practices
@BrianHonigman
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1. Choose One Variable To Test At a Time.
@BrianHonigman
Steps to Effective Testing Across Social Media
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2. What Metric(s) Will Determine Success?
@BrianHonigman
Steps to Effective Testing Across Social Media
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3. Do You Have Enough Data For a Proper Sample
Size?
@BrianHonigman
Steps to Effective Testing Across Social Media
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4. Run One Test Per Channel at a Time.
@BrianHonigman
Steps to Effective Testing Across Social Media
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Tagging Links on Social Media: Best Practices for Google Analytics
@BrianHonigman
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@BrianHonigman
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@BrianHonigman
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@BrianHonigman
UTM Parameters in Google Analytics
Tagged Link is Clicked.
UTM Tag Triggers in GA
Source
Medium
Campaign
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Visit the Google URL Builder - Google It
@BrianHonigman
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Define these Fields on Google URL Builder
@BrianHonigman
*Add URL*Add Source
*Add Medium*Add Campaign Name
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Original:
@BrianHonigman
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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@BrianHonigman
Example Test: Best Tweeting Frequency
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@BrianHonigman
*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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@BrianHonigman
Example Test: Do Image or Link Posts
Perform Better on Facebook?
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@BrianHonigman
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@BrianHonigman
*Equally Alternate Sharing Both Types of FB Posts
*Review results after a month
*Use Facebook Insights to measure
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@BrianHonigman
Example Test: Ideal Length of
Videos on YouTube
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@BrianHonigman
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@BrianHonigman
*Develop & Publish Videos w/Different Lengths
*Review results after a month
*Use YouTube Analytics to measure
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Questions!?
@BrianHonigman