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NYU: Effective Testing on Social Media

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Brian Honigman
Brian Honigman

For the third class for Social Media Analytics I at NYU the focus was learning how to test your social media efforts on a regular basis to find better ways of reaching your audience.

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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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