Use data to inform your company's actions and decisions on social media. Combine the data sets available to your business with your intuition to help drive results on social media. How are you using data to inform your marketing?

1. USING DATA TO INFORM
YOUR SOCIAL MEDIA
MARKETING STRATEGY
Based on an article that originally appeared on my site.

2. 1. DETERMINE SOCIAL BEHAVIOR
2. RUN GOOGLE CONTENT EXPERIMENTS
3. FIND IDEAL POSTING VOLUME
4. TRACK ACROSS DEVICES
5 SOCIAL DATA TACTICS
5. COMBINE TO CALCULATE SOCIAL ROI
A/B

3. SegmentingUTM Tagging
DETERMINE SOCIAL BEHAVIOR

4. Step 1: Use a tool like Google URL Builder to
tag links with identifying information.
UTM Tagging

5. Step 2: Set up advanced segments in Google
Analytics to run further analysis on tagged links.
Advanced Segments

6. A/B
RUN A/B TESTS WITH GOOGLE
CONTENT EXPERIMENTS

7. Content Experiments
Step 1: Create two slight variations on the
same landing page to test a variable.
Version A Version Bv.s.

8. Content Experiments
Step 2: Allow the test to run, then analyze the
results in Analytics to choose a winner. Repeat.

9. USE FB INSIGHTS TO DETERMINE
IDEAL POSTING VOLUME

10. EXPORT INSIGHTS DATA
Step 1: Go to FB insights and click the export data
and and select “Post Data.”

11. ANALYZE IN EXCEL
Step 2: Download the data file. Then, in Excel, compare the daily “Average
Lifetime Post Impressions” and the “Lifetime Engaged Users” data to find the
ideal post volume. This will be the amount of posts that caused average
engagement to begin to decline. (see article for more detail)

12. ACCURATE SOCIAL ATTRIBUTION
Conversion Pixel Cross-Device Info

13. Set Up Conversion Pixel
Step 1: In Facebook Ads Manager create a conversion
pixel and install it on the page you want track.

14. Cross-Device Tracking
Step 2: After setting up a conversion pixel, Facebook
will display cross-device conversion data.

15. CROSS REFERENCE DATA TO
DETERMINE SOCIAL ROI

16. FIND SOCIAL CONVERSION COST
Step 1: Using UTM’s and Segments, determine the
cost/benefit of a single FB click. (see article for example)

17. USE DATA TO INFORM AD-BUYS
Step 2: In Facebook ads, use that value-per-user number to
guide your ad-buys. As long as you stay under, you’ll profit.

18. Follow Subscribe Connect
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