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.

Jennifer Sable Lopez Director of Community at Moz

@jennita jen@moz.com

Thank 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/