Social Media Optimization with Multivariate Testing

3 Comments

Mar

08

2010

by MrOptimization in Basics Numbers

Optimizing Social Media with Multivariate Testing and Targeting - MrOptimization.com

Nowadays if you don't say "social media strategy" at least five times in each meeting your boss will think you're sick and send you home.

Bosses around the world were surveyed about how they measure "social media success" and eMarketer mashed up the results last week.

So what do all these CMOs say is the most important social media metric?

It's the site, stupid!

The "leading metric used by marketers to measure social media marketing success" cited by, among others:

  • 76% of worldwide CMOs
  • 64% of worldwide companies
  • 62% of US brand marketers
  • 64% of US agencies
  • 60% of US online retailers

is some variation on "site traffic" or "site hits."

Bad sites are anti-social

If you're sending all the social goodness you're stirring up to crappy sites, you're crippling your "social media strategy" right where it should be paying off.

It's like hiring Triumph the Insult Dog to work in customer service.

Optimizing your web properties with Multivariate Testing and Targeting is now your secret weapon for fixing broken social strategies too.

If you've had trouble getting an MVT initiative budgeted and moved to the top of the priority list where it belongs, try calling it "social media optimization" and watch the wallet fly open.

You can check out all the numbers here: Leading Metrics Used by Marketers to Measure Social Media Marketing Success

3 comments

MVTUK
Optimizing off-site social
Sun March 21, 2010   16:54:58
We've done some MVT on our social runs and it works there too.

Certainly can't call it a "social strategy" at all if the sites they're all landing on are dodgy.
Stan Taylor
Agreed
Mon March 22, 2010   11:09:50
I agree. Think about being on a social media site that you enjoy and then clicking away from that site. What is it that keeps you entertained enough to keep you from returning right back of the original site?

If you don't engage your audience right away with a great landing page, you will lose them instantly. Only one chance to make a first impression!
Angela
Re: Social Media Optimization with Multivariate Testing
Mon May 31, 2010   09:15:36
I totally agree. The only problem is that some people think social media optimization can be a waste of time because the ROI's aren't always direct

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