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/
