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The Science of 
Social Media 
@DanZarrella
The Science of Social Media
The Science of Social Media
Free
0% 
10% 
20% 
30% 
40% 
50% 
60% 
70% 
80% 
90% 
100% 
Without "free" 
With "free"
The Science of Social Media
The Science of Social Media
Metric to Improve
Metric to Improve 
Potential Change
Metric to Improve 
Potential Change 
Discard 
Implement
Metric to Improve 
Potential Change 
Discard 
Implement 
Potential Change 
Discard 
Implement
Metric to Improve 
Potential Change 
Discard 
Implement 
Potential Change 
Potential Change 
Discard 
Implement 
Discard 
Implement
Metric to Improve 
Potential Change 
Discard 
Implement 
Potential Change 
Potential Change 
Discard 
Implement 
Discard 
Implement
Focus: 
Timing
Hour of Day 
vs ReTweets 
0 
1 
2 
3 
4 
5 
6
Day of the Week 
vs ReTweets 
0 
0.5 
1 
1.5 
2 
2.5 
3
Day of the Week 
vs Email Opens 
0% 
1% 
2% 
3% 
4% 
5% 
6% 
7% 
8% 
9% 
10% 
0.40% 
0.42% 
0.44% 
0.46% 
0.48% 
0.50% 
0.52% 
0.54% 
Unsubs 
Clicks
Day of Week vs 
Facebook Like Rate 
0.12% 
0.13% 
0.14% 
0.15% 
0.16% 
0.17% 
0.18%
Time of Day vs 
Facebook Like Rate 
0.00% 
0.02% 
0.04% 
0.06% 
0.08% 
0.10% 
0.12% 
0.14% 
0.16% 
0.18% 
0.20%
Takeaway: 
Experiment with contra-competitive timing.
Focus: 
Conversation
@Reply Percentage 
Vs Followers 
0.00% 
2.00% 
4.00% 
6.00% 
8.00% 
10.00% 
12.00% 
14.00% 
16.00% 
18.00% 
Over 1k 
Under 1k
@Reply Percentage 
Vs Followers 
0.00% 
2.00% 
4.00% 
6.00% 
8.00% 
10.00% 
12.00% 
14.00% 
16.00% 
Over 1M 
Under 1M
Non-@ Link Percentage 
vs Followers 
0 
0.05 
0.1 
0.15 
0.2 
0.25 
0.3 
0.35 
0.4 
0.45 
0.5 
Over 1k 
Under 1k
Links vs Followers 
0 
500 
1000 
1500 
2000 
2500 
3000 
3500 
4000 
1 
4 
7 
10 
13 
16 
19 
22 
25 
28 
31 
34 
37 
40 
43 
46 
49 
52 
55 
58 
61 
64 
67 
70 
73 
76 
79 
82 
85 
88 
91 
94 
97
Non-@ Link Percentage 
vs ReTweets 
0% 
2% 
4% 
6% 
8% 
10% 
12% 
14% 
16% 
18% 
0% 
10% 
20% 
30% 
40% 
50% 
60% 
70% 
80% 
90% 
100%
Reply Percentage 
vs ReTweets 
0% 
2% 
4% 
6% 
8% 
10% 
12% 
14% 
0% 
10% 
20% 
30% 
40% 
50% 
60% 
70% 
80% 
90% 
100%
Repin Correlation To 
Likes and Comments 
0 
0.1 
0.2 
0.3 
0.4 
0.5 
0.6 
0.7 
0.8 
0.9 
Likes 
Comments
Takeaway: 
Content is king, not conversation.
Focus: 
Social CTAs
Effect of SCTAs 
on Facebook Likes 
0.09% 
0.10% 
0.11% 
0.12% 
0.13% 
Without "Like" 
With "Like"
Effect of SCTAs 
on Facebook Comments 
0.000% 
0.002% 
0.004% 
0.006% 
0.008% 
0.010% 
0.012% 
0.014% 
0.016% 
0.018% 
Without "Comment" 
With "Comment"
Effect of SCTAs 
on Facebook Shares 
0.000% 
0.005% 
0.010% 
0.015% 
0.020% 
Without "Share" 
With "Share"
Effect of Questions 
on Facebook Comments 
0.00% 
0.01% 
0.02% 
0.03% 
With Questions 
Without Questions
Effect of “Share” 
on Blog Metrics 
-4.0% 
-2.0% 
0.0% 
2.0% 
4.0% 
6.0% 
Comments 
Links 
Views
Effect of “Link” 
on Blog Metrics 
-2.0% 
-1.0% 
0.0% 
1.0% 
2.0% 
Comments 
Links 
Views
Effect of “Comment” 
on Blog Metrics 
-3.0% 
-2.0% 
-1.0% 
0.0% 
1.0% 
2.0% 
Comments 
Links 
Views
The Word “Like” 
0 
0.1 
0.2 
0.3 
0.4 
0.5 
0.6 
0.7 
0.8 
0.9 
LpF 
0 
0.1 
0.2 
0.3 
0.4 
0.5 
0.6 
0.7 
CpF 
The Word “Comment”
Effect of SCTAs 
on ReTweets 
12% 
39% 
51% 
0% 
10% 
20% 
30% 
40% 
50% 
60% 
Neither 
Please RT 
Please ReTweet
Takeaway: 
Ask for the actions you want.
Focus: 
Visual Content
0% 
10% 
20% 
30% 
40% 
50% 
60% 
Without Media 
With Media 
Effect of Media 
on ReTweets
Facebook Post 
Types vs Likes 
-80 
-60 
-40 
-20 
0 
20 
40 
60 
80 
100 
Jan-10 
Mar-10 
May-10 
Jul-10 
Sep-10 
Nov-10 
Jan-11 
Mar-11 
May-11 
Jul-11 
Sep-11 
Nov-11 
Jan-12 
Mar-12 
May-12 
Jul-12 
Sep-12 
Nov-12 
Jan-13 
Mar-13 
May-13 
Jul-13 
Sep-13 
Nov-13 
Jan-14 
Mar-14 
May-14 
Jul-14 
Photos 
Links 
Status 
Videos
Tumbler Photo 
Post Percentage 
83%
Tumbler Post Types 
vs Notes 
-120% 
-100% 
-80% 
-60% 
-40% 
-20% 
0% 
20%
Takeaway: 
Visual, visual, visual, visual, visual.
Number of Tags vs Likes and Comments 
0 
0.02 
0.04 
0.06 
0.08 
0.1 
0.12 
0.14 
0.16 
0.18 
0 
0.5 
1 
1.5 
2 
2.5 
3 
0 
1 
2 
3 
4 
5 
6 
7 
8 
9 
10 
11 
12 
13 
14 
15 
16 
17 
18 
19 
20 
21 
22 
23 
24 
25 
26 
27 
28 
29 
30
0 
0.05 
0.1 
0.15 
0.2 
0.25 
Without #NoFilter 
With #NoFilter 
Number of Tags vs Likes and Comments
#NoFilter Fakers 
28%
Effect of Filters on 
Likes-per-Follower 
0 
0.1 
0.2 
0.3 
0.4 
0.5 
0.6 
0.7 
0.8 
0.9 
1 
Normal 
Willow 
Valencia 
Sierra 
Walden 
Hudson 
Mayfair 
Amaro 
Rise 
Sutro 
Inkwell 
Unknown 
Toaster 
Brannan 
Hefe 
X-Pro II 
Lo-fi 
Nashville 
Earlybird 
1977 
Poprocket 
Kelvin 
Apollo 
Gotham
0 
0.1 
0.2 
0.3 
0.4 
0.5 
0.6 
With "face" 
Without "face" 
Effect of Faces on 
Likes-per-Follower
Saturation vs Likes 
and Comments 
0 
0.2 
0.4 
0.6 
0.8 
1 
1.2 
0 
0.01 
0.02 
0.03 
0.04 
0.05 
0.06 
1 
2 
3 
4 
5 
6 
7 
8 
9 
10 
11
The Science of Social Media
Luminance vs Likes 
and Comments 
0 
0.2 
0.4 
0.6 
0.8 
1 
1.2 
1.4 
1.6 
1.8 
0 
0.01 
0.02 
0.03 
0.04 
0.05 
0.06 
0.07 
0.08 
0.09 
0.1 
1 
2 
3 
4 
5 
6 
7 
8 
9 
10
The Science of Social Media
#Selfies 
Everything
Focus: 
Relevance
One-to-One 
Sharing Motivations 
0% 
10% 
20% 
30% 
40% 
50%
One-to-Many 
Sharing Motivations 
0% 
10% 
20%
Zombies 
Marketing 
Me
Takeaway: 
Use combined 
relevance.
Focus: 
Text Content
Sentiment vs 
Twitter CTR 
0 
0.01 
0.02 
0.03 
0.04 
0.05 
-6 
-5 
-4 
-3 
-2 
-1 
0 
1 
2 
3 
4 
5 
6
Facebook Sharing 
By Linguistic Content 
-0.2 
0 
0.2 
0.4 
0.6 
0.8 
1
Takeaway: 
Don’t be a Debbie Downer.
Link Placement 
vs CTR
Tweet Length 
vs CTR 
0.00% 
2.00% 
4.00% 
6.00% 
8.00% 
10.00% 
12.00% 
20 
30 
40 
50 
60 
70 
80 
90 
100 
110 
120 
130 
140
Readability vs 
Likes and Comments 
0.00% 
0.02% 
0.04% 
0.06% 
0.08% 
0.10% 
0.12% 
0.14% 
0.16% 
0.18% 
0.20% 
0.00% 
0.00% 
0.00% 
0.01% 
0.01% 
0.01% 
0.01% 
0.01% 
0.02% 
0.02% 
0.02% 
1 
3 
5 
7 
9 
11 
13 
15 
17 
19 
Comment Rate 
Like Rate
Part-of-Speech 
vs Likes 
-0.04 
-0.03 
-0.02 
-0.01 
0 
0.01 
0.02 
0.03 
Adverb 
Adjective 
Noun 
Verb
The Science of Social Media
Takeaway: 
Write simply 
and plainly.
Thank You!

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