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If, after conducting social media analysis, you found that your marketing campaigns need improvement, then don’t just dwell on your finding – do something about it.

If you regularly refine social media campaigns based on solid testing and analysis, your performance and ultimately profits will continually improve.

There could be various aspects of your testing that highlight areas of your campaign that can be refined. These could be:

  • Managerial practices
  • Operational activities
  • Network based
  • Content based

Detailed below are the most common adjustments undertaken to refine social media campaigns.

Content Types

People don’t want to see the same things over and over again in their social media feeds. Sharing only links won’t keep people interested or persuade them to click-through to your post and read more. Similarly, posting only images will soon devalue the impact each can have. It’s time to refine social media postings by using different types of content, such as:

  • Infographics
  • Video
  • Podcasts
  • Slideshare presentations

Your analysis should highlight the effectiveness of each content type, on each social network you’re active on. Are there certain types of posts that do well at certain times of the day, on certain platforms?

For example, do people like seeing more comedy-based images on Facebook during lunch hours while on work breaks? Perhaps your audience likes to read informational content at 8am before their working day starts and while they have time to read it.

Make sure you refine social media content strategies for every platform, depending on what gains the most traction. Users differ on each network and behave differently depending on the type of content they interact with.


Your tactics in social marketing will impact your progress towards fulfilling your objectives. If you’re trying to leverage social media to improve your website traffic and readership, then your tactics will probably include a lot of links to your site’s content and messaging to improve your brand awareness.

Promotional activities such as running contests can be especially effective – everyone likes the chance of winning something. If you can create win-win situations where your prize is worth less than you would spend to generate the same level of interest, then it’s a very scalable tactic to use.

Your analysis should indicate which tactics are performing best and which need to be refined. You could use the 80-20 rule and focus 80% of your time and effort on the 20% that makes the most difference.

Facebook Contests - How To Refine Social Media Campaigns Based On Testing


Analyse your publishing and promotional timings across your social media campaigns. Is it always optimal?

If you’re posting your premium content in the middle of the night, you’re not going to get the initial readership that you might expect. Think about how to refine social media content timing so that you’re audiences is at their most engaged when they interact with your messaging.

Time zones play an important role. If you’re targeting people in the United States for a specific campaign, then your timing will vary considerably compared to locations the other side of the world. If you are looking at a global market, then you need to have posts scheduled at various hours to connect with people when they’re most active online.

However, you need to use the different social networking sites to your advantage, and each have different types of users and better times to post. Include these measures in your testing and analysis so that you can refine social media timings.


The delivery of your social media campaigns includes three important components, namely:

  • Presentation – how you present your content
  • Frequency – how often you publish content
  • Density – how often you publish messages around the same piece of content

Can the placement and presentation of your content be refined? For instance, perhaps adding hashtags to your Google Plus posts can increase its visibility? Or writing a compelling introduction and call-to-action to accompany your Facebook image posts will gain more traction than simply sharing the image and using it’s title?

Frequency has been a hot topic of debate recently, especially with regards to the reducing visibility of business page posts on personal timelines. Are you sharing enough content, or overdoing it? Could publishing more content mean better marketing results?

Similarly to your post frequency, but certainly a separate consideration, is your frequency of content around each topic. Could you post more social media content around each website article or blog post, to improve each piece of content’s individual value?

Perhaps you are not leveraging your original content enough and getting full value from it. By skipping to the next piece of content you publish too quickly, you might be leaving money on the table. The density of your messaging could be improved so that you extract maximum value from your writing and content publishing efforts.

User Experience

There are many aspects to user experience (UX) that can be used to refine social media campaigns. The most significant is the impact of having mobile-ready marketing resources. If any of your social content or marketing resources aren’t optimised for mobile, then you’re missing out on huge amounts of opportunity.

As of January 2014, 40% of cell phone owners use a social networking site on their phone, and 28% do so on a typical day (Source).

Imagine if 40% of your audience wasn’t seeing your whole message or image because it was cut off from their mobile screen. Or if the sign-up button didn’t work properly on iPhones. Now imagine that you refine social media efforts for mobile and improve 40% on performance…

You can use your testing and analysis to find out how often mobile devices are used to visit your sites and how they appear once visited. Heat maps can also show where people are clicking when they land on your page, on both mobile and desktop screens. Usually, the impact after you refine social media efforts using these results is significant.

Refine Social Media Efforts

Attempting to refine social media campaigns can be difficult, but knowing where to start can get the ball rolling. I usually try two different approaches:

  1. List all the areas that need refining and start with the easiest to implement
  2. Start with the most important aspect that will have the biggest impact on key metrics

If you regularly refine social media campaigns based on solid testing and analysis, your performance and ultimately profits will continually improve.

Do you refine social media campaigns often enough?

Have you ever experienced an exceptional improvement in performance after refining your efforts?

What do you think is the most common social media refinement for businesses?