Getting ROI From Your Social Media Efforts
Determine what you want listeners to do, and think through how your social media messaging will motivate that action.
3. Split testing. At the Olympics every four years, humanity has a simple formula for determining the fastest men and women in the world: line up and then have them run as fast as they can for a predetermined distance.
Social media split testing works the same way. First, decide how you want to compare social media initiatives. By email signups harvested? By eBay revenue? Whatever the measure may be, if you followed steps one and two, you'll already have goals and a measurement system in place.
Just like the Olympics, place strict constraints on your test. How long will it run? How often do you post for each strategy? What are the rules of engagement (e.g., can your social media scientists start conversations with people who respond)?
Set up your split test like you're in a laboratory. If you have multiple social media campaigns going, this is the best way to determine which ones are worth your investment.
4. Regroup. If you have social media analytics, documented strategies and completed split testing, you should be well into your social media marketing campaign. Now it's time to review.
First, have you had social media Oscars — i.e., which channels have performed best in which categories? Is Twitter best for company news? Is Facebook best for interactive campaigns? Are a high percentage of your Instagram followers clicking through and buying your products on Amazon.com?
Second, what goals and strategies have worked? Are the ends and means you set panning out, or does your social media strategy have unintended results?
Third, what should you test next? If you spent the quarter comparing three different Facebook strategies, is it time to move on to Twitter? Or were the Facebook results subpar? Set a new timeline for split testing now.