The Ultimate Guide to Social Testing

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customerAs marketers, we all know the importance of making data-driven decisions. In essence, you can’t control what you can’t measure, and any successful marketing starts with being able to get analytics for your business. You can use Google analytics to get vital data on people searching for use that data to improve your business strategy. The more data you have about your customers, the better you stand to make sound marketing moves. If you don’t have the tools necessary to get you started, the importance of social testing gets into the matrix.

What is social testing

Social testing, or social media test refers to all experiments carried out to show how your content is performing among your target audience. Social media test will provide you with data-driven insights about your social media and marketing efforts. You might run a social media test to see if adding some elements, such as emoji could have any positive impact on your campaigns. Social media testing helps in providing data about how your audience’s behavior can influence the structure of your campaigns.

If you want to run a social test, here are a couple of ways to go about it.

A/B Test

A/B tests are the most common types of social testing. These types of tests look at a variable between two content types and measure outlined goals then provide results. You can run this form of a test if you want to test a single or two variables, then analyze data to see which variable works best.

Split tests

Most people confuse split tests with A/B tests. In essence, they do the same thing, by testing two content types based on a goal. The difference is that the split test is more general than the A/B test. They are normally used in determining big changes and the two variants are normally different.  Additionally, you can run split tests to determine A/B test factors.

Multivariate test

Multivariate tests work a little differently as compared to the other two discusses above. They work with multiple variables instead of just one or two. You can run a multivariate test to determine which of your five ads works best. One of the campaigns may be about social reach, while other campaigns may be about engagements and purchases. You run multivariate tests if you want to see results of more than two different elements.

For social testing to succeed, there are some best practices you must enforce. If you execute your test without following best practices, your tests could be inaccurate, and immeasurable, leading to waste of time and resources. First, you need to have one specific goal. Secondly, have a good understanding of who your audience is. Take note of your current performance as it will help determine how your future performance is. Check on your tests periodically and make your tests timely.

There are different platforms you can use to run your social tests. Run your tests on platforms such as Facebook, Twitter, LinkedIn, Instagram, and even on CRM Platforms.

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