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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.
@BrianHonigman
Testing Allows You
To Fail Faster.
@BrianHonigman
Testing is
Low Cost.
@BrianHonigman
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
@BrianHonigman
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
@BrianHonigman
@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
@BrianHonigman
Define these Fields on
Google URL Builder
@BrianHonigman
*Add URL
*Add Source
*Add Medium
*Add Campaign Name
Original:
@BrianHonigman
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
@BrianHonigman
*Increase the amount of tweets
published daily from 5 to 10
*Review results after a month
*Use Twitter Analytics to measure
@BrianHonigman
Example Test:
Do Image or Link Posts
Perform Better on Facebook?
@BrianHonigman
@BrianHonigman
*Equally Alternate Sharing Both
Types of FB Posts
*Review results after a month
*Use Facebook Insights to measure
@BrianHonigman
Example Test:
Ideal Length of
Videos on YouTube
@BrianHonigman
@BrianHonigman
*Develop & Publish Videos
w/Different Lengths
*Review results after a month
*Use YouTube Analytics to measure
Questions!?
@BrianHonigman

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NYU: Effective Testing on Social Media