Blog > 5 Obvious Ways To Optimize Your Social Media Campaigns

5 Obvious Ways To Optimize Your Social Media Campaigns

Published by on 08/05/2014 |

Many brands have a social media presence that's not nearly as effective as it could be. Many small business owners don't have a massive social media department at their disposal and haven't really yet understood what they need to do to be as effective as possible on Facebook. When you're a smaller business and don't have hundreds of thousands of visitors to your site a day, it's vital to have as effective a social media presence as possible. Here are 5 things you can start to test out (maybe as soon as today) to get yourself the most effective Facebook page possible.

1) Test what time of day you should post

Within the Posts tab in your Facebook Insights, you'll notice a section called "When Your Fans Are Online". This reporting tool gives you a place where you can find out information about days and times when your fan base is more likely to get online. There's a lot of competition for attention within peoples' Newsfeed, so it makes sense to post when the maximum number of people are likely to see your post. Each audience for every type of page is different, so it makes a lot of sense to test this out. As a page owner you can simply find out this information with Facebook's built in analytics tools. You can then use Facebook's built in scheduling App, a third-party App such as Buffer or any one of a hundred other tools for scheduling your social media posts, or even just log in and post manually at the right times. Getting the timing of your posts right can obviously help improve your impressions and reach.

2) Test different headlines for social shareability

People have very short attention spans - Twitter's success arguably happened because of, not despite its 140 character limit. Many people just quickly notice the headline of an article before deciding whether or not to click on it and check it out and then share it. Successful organizations that rely on the virality of their content to get users: well-known sites such as Buzzfeed, The Onion, and Upworthy use their custom built-tools to test out as many as 25 different headlines for each post they write. This large number forces their writers to think outside of the normal box and come up with many different ideas for headlines that they'd never have initially come up with. Using this system, they find out which of their titles have the best conversion rate and they make their decisions based on this. This allows them to grow rapidly when their headlines are just so ridiculously shareable. There are plugins for WordPress and other common blogging software that can help you do this, or you can build your own system to test this out. Regardless of how you do this, this can have a major impact on your success because effective headlines are extremely likely to get clicked on.

3) Test out different profile images

Sadly, most people aren't like that Ridiculously Photogenic Runner Guy from the popular meme. The image you use can be a detriment to your brand. Even just using a nice logo can be stymied if you're not using the best and most eye-catching background color. Your profile image on Facebook is what people see in interactions with you throughout Facebook - even on other peoples' pages if you're posting on them as your own brand. This image can likely be seen on other social media sites like Google+ and Twitter if you use the same image on these other sites. This can even be seen within Google search results if you're using authorship markup. So it's vital to test this out. This guy tested many different profile photos and ended up increasing the amount of free traffic he earned by 35%.

4) Test out different types of Facebook ads

It's very difficult to pick the right type of ad for your Facebook page right off of the bat. There are many different ways to get more likes and increase engagement on your Facebook page. For instance, you can use Facebook ads or even buy Facebook likes to accomplish this. Have you tried out different methods of getting likes? And within your ads, have you tried using Facebook's Ad Manager to test different ad copy to try and find the most effective option for your brand? There are numerous things you can test within all of the methods you have at your disposal to grow your fan page. Don't leave money on the table by not trying out different things.

5) Test out your social button positions on your website

You may need to get your programmer to help you out with this, but the results can be spectacular. On your website, run some tests with social media buttons in different positions. Try social media buttons on the left side, on the right side, at the top of the page, at the bottom, and even test out a variation without any buttons. Using the event tracking parameters within Google Analytics, you can observe how often specific actions happen. This is a great way to figure out what the optimal placement of a social media button should be, or if it's even worth having them at all. If you have a technical audience for instance, it might be best to even get rid of those buttons on your site, as these are the people who already know exactly how to share content with their friends. This might sound somewhat opposite of conventional wisdom, but some people have even made the argument that getting rid of Like buttons from your site can even increase your engagement further because users will share links directly on their timeline rather than just clicking on the Like button. Even a few percentage points of an increase in your conversion rates with this will be worth the time you end up spending on these tests.

Don't Limit Your Imagination

Up above are 5 great ways to get started with various kinds of A/B testing on social media, but there are many other things you can be testing out to improve your social media's effectiveness. Anything from the length of posts, hashtags you choose, types of posts, cover image, background colors, and many other factors in your conversion rates can be tested. Rome wasn't built in a day, so you're not going to be able to do everything immediately. But having a plan to start testing things out over time can have a major impact on your conversion rates. Having a better converting social media presence is like having free money, so why wouldn't you put some effort into testing this out?