Effective Testing
On Social Media
Class 2: New York University
Social Media Analytics I
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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?
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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&ut
m_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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*Develop & Publish Videos
w/Different Lengths
*Review results after a month
*Use YouTube Analytics to measure

Questions!?
@BrianHonigman