How to run and measure social media experiments
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Loading... - Beverly Garcia
- 27 Feb 2023
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You already know that social moves fast. What worked for your brand a few months ago may not be relevant today. This is why social media managers thrive when they embrace a mindset of continual learning and development. Improving your social media marketing strategy requires frequent reevaluation and iteration, and running social media experiments is an essential part of the process.
Whenever you have a hypothesis, question or challenge related to your social media marketing strategy, social media experiments can provide actionable next steps. Their results provide concrete evidence to support your case for more resources or reasoning behind switching up your current content.
Social media experiments not only challenge your current strategy, but can also open opportunities to try something different—such as a new social media network or feature—and determine if it’s effective for your target audience. Experimentation can also reveal faster ways to reach your goals, help you avoid costly mistakes and uncover new information about your audience.
Grab your metaphorical safety goggles, lab coat and test tubes because in this article we’re going to walk through the steps for running and measuring successful social media experiments.
7 Steps for running a social media experiment
With these seven steps, you’ll be testing on social media with ease in no time:
- Formulate a hypothesis
- Choose the right type of social media experiment
- Select your metrics and the network you want to test
- Define the duration of the social media experiment
- Select your variables and control
- Conduct the social media experiment
- Analyze and share the results of your experiment
1. Formulate a hypothesis
Before you begin, you’ll need a basic understanding of the following:
- The overall goals of your business
- Your current social strategy, including overarching goals per platform
- Your audiences by social network
- Your current social performance
- The questions, notions and ideas you wish to test
Prioritize a hypothesis that will result in the biggest impact on your team’s top-level social media goals. Avoid running several tests at once because it can lead to inconclusive results, especially if you’re focused on managing organic social. Read More…
