For the full article go here… http://blog.hootsuite.com/what-eharmony-can-teach-you-about-testing-social-media-to-prove-roi/
This content makes some informative conclusions on the content curation approach.
We know our content creates awareness—but does it drive revenue? In this post, we’ll share three techniques to set up your first social media test. These techniques are based on what we learned from our customer, eHarmony.
In this piece we’ll cover:
- How testing revealed eHarmony’s most profitable type of social content
- How to test your social content in three steps
- Tips for your first A/B test
How testing revealed eHarmony’s most profitable type of social content
eHarmony is the No. 1 trusted online dating site for singles for a reason: their match-making algorithm works. They also know how to improve campaign and marketing performance.
With testing, eHarmony tracks and improves content based on how people respond in clicks and conversions. “We have a longer funnel in a crowded and highly competitive market,” Kerianne Mellott, the Director of Social Media at eHarmony tells us. “Once you decide that eHarmony is a match, you take our relationship questionnaire and then subscribe. We’re challenged to find our target audience on social media and get them to click through to subscribe.”
Small tests allow eHarmony to segment their audience and find out what content performs best with who and why. Working with eHarmony’s IT department, Mellott integrated Hootsuite and Google Analytics with existing eHarmony code in order to monitor all data coming from social. By tagging all content shared from Hootsuite with UTM parameters, eHarmony can track multiple steps of conversions with analytics.
“We know which ad or campaign they clicked on that landed them on eHarmony.com to fill out our questionnaire and can track ROI easily,” says Shannon Gallico, the Social Media Specialist, at eHarmony.
Through testing, eHarmony discovered that “Powerful testimonials o
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