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How do you ensure that your social strategy is on the right path? By measuring, of course! In this session, you'll see how to use the data you already have to continually test and improve your social strategy. You can't count on industry stats to work for your community, so you must test, test, and then re-test to make social work for you.
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By Jennifer Sable Lopez!Director of Community at Moz!
@jennita!
The Ins & Outs of Testing Social
You’re on the
right networks (For your community)
You’re on the
right networks
You’ve gained
a following
You’re on the
right networks
You’re ready to go
into overdrive
You’re on the
right networks
Where do you
start?
Don’t stop here. ?
Don’t stop here.
For best results?
Use your
own data.
What’s the best
time of day to
_____?
@jennita #mpb2b!
Send a tweet?
Tweet #1!Tweet #2!
@jennita #mpb2b!
When are you active?
Tweet #1!
Tweet #2!
@jennita #mpb2b!
You can also use Twitter Analytics
@jennita #mpb2b!
Post to Facebook?
“The average number of your fans who saw any posts on Facebook by day of the week.”!
@jennita #mpb2b!
A wee bit more helpful?
Notice a trend?!
Try PageLever Now
@jennita #mpb2b!
Or SimplyMeasured
@jennita #mpb2b!
Publish a blog post?
Publishing time 2-3am Pacific!
@jennita #mpb2b!
Test a different time
Publishing time ~Midnight Pacific!
@jennita #mpb2b!
When do you get the most clicks?
What type of
content gets the
best engagement?
@jennita #mpb2b!
Use Facebook Insights
Largest Reach
Most Engagement
@jennita #mpb2b!
In May 2013…
We were posting more links…!
But our photos had better engagement!!
@jennita #mpb2b!
And in October 2013
We had started posting more photos!
Plus we started adding just text posts !
In March 2014
We were still posting more photos…!
But look at the engagement on Links!!
@jennita #mpb2b!
@jennita #mpb2b!
Now, In September 2014
We started posting more links again.!
And now text gets highest engagement.!
@jennita #mpb2b!
And Twitter?
What gets retweeted?!
Content w/ the most reach!
@jennita #mpb2b!
Well hello, Google+
@jennita #mpb2b!
Well hello, Google+
Google+ posts with most engagement!
Now, measure that
engagement!
Conversation Rate
Applause Rate
Amplification Rate
Number of Audience Comments (or Replies) Per Post
Number of Favorites/Likes/Plusses Per Post
Number of Retweets/Shares/Clicks Per Post
@jennita !
TrueSocialMetrics
Relative engagement metrics
@jennita #mpb2b!
Capture numbers weekly
@jennita #mpb2b!
Create a dashboard
http://moz.com/blog/social-engagement-metrics-that-matter!
@jennita #mpb2b!
Tell everyone about it
@jennita #mpb2b!
http://mz.cm/aug-mozcc!
What changes month over month?
Twitter Engagement J!
@jennita #mpb2b!
How do the networks compare?
Facebook Engagement L!
@jennita #mpb2b!
Check individual posts, too
@jennita #mpb2b!
Try some of your
own tests
@jennita #mpb2b!
Use location to “A/B” test FB posts
We picked 2 cities with similar number of fans + in same time zone.!
@jennita #mpb2b!
We picked the cities
And we made sure they had similar engagement on our page!
@jennita #mpb2b!
2 cities, same content: Image vs. Link
We posted at the exact same time. !
@jennita #mpb2b!
Text won? Time to test more!
671 saw post!2 shares!5 likes!
347 saw post!0 shares!1 like!
Link Post!
Image Post!
Who are *my*
influencers?
@jennita #mpb2b!
Google Ripples
http://www.blindfiveyearold.com/ripples-bookmarklet!
@jennita #mpb2b!
TrueSocialMetrics
Find out who is most engaged: Top repliers, sharers and likers!
@jennita #mpb2b!
Bitly
https://bitly.com/17k1usV+!
@jennita #mpb2b!
Twitter Card Analytics
How can the
negatives help?
Followerwonk
Spammers or real people?
@jennita #mpb2b!
Facebook unlikes?
What happened here?!
@jennita #mpb2b!
Too many posts?
Check on your
competitors
Rival IQ
@jennita #mpb2b!
Rival IQ
@jennita #mpb2b!
Rival IQ Alerts
@jennita #mpb2b!
Not much data to
start with?
Use a study
as a base.
@jennita #mpb2b!
@jennita #mpb2b!
This is definitely more like Moz Community
But, what works for YOU?
@jennita!
http://blog.bufferapp.com/best-time-to-tweet-post-to-facebook-send-emails-publish-blogposts
A good place to start
Test. Figure out
what works,
then test again.
Make Social
work for you.
Free/Freemium Tools Mentioned
Bitly https://bitly.com/
Buffer https://bufferapp.com/
Facebook https://www.facebook.com/insights/
FollowerWonk https://followerwonk.com/
Simply Measured http://simplymeasured.com/
TrueSocialMetrics http://www.truesocialmetrics.com/
Twitter https://ads.twitter.com/
Paid Tools Mentioned
SproutSocial http://sproutsocial.com/
Unified (aka PageLever) http://www.unifiedsocial.com/platform/insights/
