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This step describes how to create hypotheses which can inform your social media campaign.

All of your observations, trends and test results will form a picture of what your audience does or doesn’t want from you.

At this point, you have a choice, take what you believe to be true from these and implement them all immediately. If you have a small team, or you are the only one who works on your social channels, this could be the most efficient path for you. However, you won’t be able to track exactly which change has been the contributing factor.

Alternatively, you can treat them as a hypothesis to test, before implementing them. This way you will address each variable at a time, stress testing how reliable the change in performance is.

The hypotheses’ that you create will inform your ongoing test plan.

Examples of social media hypotheses

To download a detailed description of this visual, scroll to the “Downloads” section at the bottom of this step.

Join the discussion

Consider some potential hypotheses that could have been drafted for a social media campaign by a brand or organisation of your choice. Write two example hypotheses in the comments below and say which brand you think would want to test these.

Use the discussion section below and let us know your thoughts. Once you’re happy with your contribution, click the “Mark as Complete” button to check the Step off, then you can move to the next step.

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Running a Social Media Campaign: Customers, Influencer Engagement, Analytics

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