How To Perform Split-Testing In Social Media

Kim Barrett Social Media Marketing 69 Comments

Here is a breakdown of the key elements to consider when doing split-testing in social media:

Text_construction_1

1) Create A Brand Persona.

One of the main factors in successfully marketing your business is knowing who your audience is and how to reach them effectively. Ask yourself these questions:

  • How do your customers prefer to consume content? (e.g. newsletters, blog posts, video, podcasts, periscope etc.)
  • How do they discover and share content?
  • What are their main search topics?
  • What do they talk about on social media?

These answers will shed a light on the type of social media content that will best match your brand profile and will help you find the best strategies to get more advocates.

TowerData is a great online tracking service that helps you understand your audience and predict their actions. You just send them a list of your users and their email addresses and they provide information about the person using that email address (e.g. age, gender, location etc.). The offer a match report for free.

a-b-split-test

2. What Should You Split-Test First?

Split-testing allows you to test two variables (A and B) against each other and see which one yields better results. For example, you can split-test two Facebook ads that both have four variables: headline, copy, photo and bid amount.

Remember, only change one variable at a time: you can keep the same headline, copy and bid for one ad and test two different types of images. The results will determine which one works better for your ads. If possible, run the ad under similar conditions: same time of the day, same bid amount, same duration, etc.

Here are three variables to consider for split testing:

  • Social media buttons

kb-sharingDon’t be afraid to remove the social media buttons from your website. Remember, readers don’t come out of nowhere – they don’t land on your website and then just run to the social sites to promote you just because you have huge social buttons on your site. Users discover content via Facebook, Twitter, Google+, Pinterest etc., not the other way around.

Try and remove Facebook buttons and see how traffic from Facebook may increase. You may be surprised! The reason? Instead of “Liking” your content, users will share it on their timeline. If you provide great content, people will take the time to read and then copy & paste your URL it in their networks.

  • Timing

1-bio.2Running social media campaigns is not a 9-5 job. Use Followerwonk to determine when most of your audience is actually active in social media. Use the information to plan your daily and weekly social calendar accordingly.

  • Frequency

images (1)Most companies either share too much or too little content. If you’re sharing your own content a few times a day, try and scale back how much you are posting your content and use that time to actively engage with users (e.g. answering questions, retweeting interesting Tweets, posting comments, etc).

Use the following tools to start boosting your social media campaigns:

Summing Up

As you continue to experiment with different variables, you will get a better understanding of what works and what doesn’t, which areas you need to improve and what offers your customers are most responsive to.

Comments 69

  1. I just could not leave your web site prior to suggesting that I extremely enjoyed the usual info a person supply in your visitors? Is going to be back frequently in order to investigate cross-check new posts.

  2. whoah this blog is wonderful i love studying your posts.
    Keep up the good work! You recognize, lots of people are looking round for this info, you
    can help them greatly.

  3. obviously like your website however you need to test
    the spelling on quite a few of your posts. Several of them are rife with
    spelling problems and I to find it very troublesome to tell the reality on the
    other hand I’ll definitely come back again.

  4. I’m curious to find out what blog system you happen to be utilizing?
    I’m experiencing some small security problems with my latest
    website and I’d like to find something more safeguarded. Do you have any suggestions?

  5. I do accept as true with all of the ideas you have offered to your
    post. They are very convincing and can definitely work.

    Nonetheless, the posts are too quick for newbies. Could you please lengthen them a bit from next time?
    Thank you for the post.

  6. Does your site have a contact page? I’m having a
    tough time locating it but, I’d like to shoot you an e-mail.

    I’ve got some ideas for your blog you might be interested in hearing.
    Either way, great website and I look forward to seeing it grow over time.

  7. Thanks on your marvelous posting! I seriously enjoyed reading it, you
    happen to be a great author.I will ensure that I bookmark your blog and will often come back from now on. I want to encourage you continue
    your great posts, have a nice weekend!

  8. I think the admin of this web site is genuinely working hard in favor of his web page, for the reason that here every information is quality based information.

  9. What i don’t understood is if truth be told how you’re no longer actually much more neatly-liked than you may be now. You’re so intelligent. You know therefore considerably relating to this subject, made me personally believe it from a lot of numerous angles. Its like women and men are not involved except its one thing to accomplish with Lady gaga! Your individual stuffs excellent. At all times deal with it up!

  10. Today, I went to the beach front with my kids. I found a sea shell and gave it to my 4 year old daughter and said “You can hear the ocean if you put this to your ear.” She put the shell to her ear and screamed. There was a hermit crab inside and it pinched her ear. She never wants to go back! LoL I know this is entirely off topic but I had to tell someone!

  11. I write often times and I honestly treasure your material. This exceptional piece has honestly actually peaked my curiosity. I am mosting likely to book mark your site and also keep looking for all new info pertaining to when a week. I opted in for your RSS feed too.

Leave a Reply

Your email address will not be published. Required fields are marked *