You’ve setup your brand’s Twitter account, launched your business page on Facebook and fashioned a company profile on LinkedIn. You’re uploading content, sharing links to your products and services and engaging with fans.
Now, if only you could figure out your return on investment
Data-informed decision making, and the culture change inherent therein, doesn’t happen in a vacuum. Asking what do the data say before acting is a disruptive action, displacing prior norms. There will be employees like the low-highs who welcome this kind of change, and those like the high-lows who subvert it. Understanding the psychology underlying these behaviors is the necessary first step toward pushing past intuition and silencing the data skeptics.
People connect to form groups on Twitter for a variety of purposes. The networks they create have identifiable contours that are shaped by the topic being discussed, the information and influencers driving the conversation, and the social network structures of the participants.
Facebook is a cornerstone of most brands’ social media and marketing strategies. Over the past several months, they’ve been reducing the organic reach of Pages with a significant algorithm change. Even if a person Likes a company or organization on the social network, they’re unlikely to see that Page’s content in their News Feed. This…
So the lesson is simple: Data visualization needs to be shaped by the intended users, perhaps more so than the data. Knowing the key user groups who will be working with your creations is essential to making them successful. Trying to visualize without user profiles is like trying to ice skate with blinders on – success will be purely accidental. So take the time to identify and understand all of the key audiences for a data graphic. Treat them with respect and the result will seem like magic.A director of data visualization offers her strategies for shaping and presenting research information.
Beth Kanter's insight:
So the lesson is simple: Data visualization needs to be shaped by the intended users, perhaps more so than the data. Knowing the key user groups who will be working with your creations is essential to making them successful. Trying to visualize without user profiles is like trying to ice skate with blinders on – success will be purely accidental. So take the time to identify and understand all of the key audiences for a data graphic. Treat them with respect and the result will seem like magic.
DoSomething.org is a nonprofit membership organization for people under 25, intent on making those people care.
Beth Kanter's insight:
20 subject lines for every email
The team comes up with 20 subject lines to try for every email. "We’ve wanted to do that since I’ve been here for the last two years, but we finally got to the point where we have a really strong content writer, and I’m the product the manager, then we have an intern which is basically an entry-level content producer.
Now that we have the three of us who can dedicate some time, it’s really just five minutes of our day where we each write 5-10 subject lines. Before, we had one person on email. It was just me. I’d ping our data guy or our other colleagues. We didn’t have people invested in it. [It was about getting] enough and the right staff.
We noticed with our email subject lines that a lot of the tests didn’t have a lot of variance. The test would be marginally different by one or two percent, so it was almost not worth testing, because we were testing things that were so similar, like ‘Donate your jeans today’ and ‘Have you donated your jeans today?’ They were really similar. We do a lot of testing at DoSomething, so we thought we were being very specific and trying to control for all the variables. But we’ve learned that we should do totally the opposite. We should be testing with a lot of disparity, trying subject lines that are totally, totally different. Now [our open rates are] up 2-3% just from doing that."
When our eyes take in a color, they communicate with a region of the brain known as the hypothalamus, which in turn sends a cascade of signals to the pituitary gland, on to the endocrine system, and then to the thyroid glands.