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Twitter offers more support to researchers — to ‘keep us accountable’

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Twitter has kicked off the New Year by taking the wraps off a new hub for academic researchers to more easily access information and support around its APIs — saying the move is in response to feedback from the research community.

The new page — which it’s called ‘Twitter data for academic researchers’ — can be found here.

It includes links to apply for a developer account to access Twitter’s APIs; details of the different APIs offered and links to additional tools for researchers, covering data integration and access; analysis; visualization; and infrastructure and hosting.

“Over the past year, we’ve worked with many of you in the academic research community. We’ve learned about the challenges you face, and how Twitter can better support you in your efforts to advance understanding of the public conversation,” the social network writes, saying it wants to “make it even easier to learn from the public conversation”.

Twitter is also promising “more enhancements and resources” for researchers this year.

It’s likely no accident the platform is putting a fresh lick of paint on its offerings for academics given that 2020 is a key election year in the U.S. — and concerns about the risk of fresh election meddling are riding high.

Tracking conversation flow on Twitter also still means playing a game of ‘bot or not’ — one that has major implications for the health of democracies. And in Europe Twitter is one of a number of platform giants which, in 2018, signed up to a voluntary Code of Practice on disinformation that commits it to addressing fake accounts and online bots, as well as to empowering the research community to monitor online disinformation via “privacy-compliant” access to platform data.

“At Twitter, we value the contributions of academic researchers and see the potential for them to help us better understand our platform, keeping us accountable, while helping us tackle new challenges through discoveries and innovations,” the company writes on the new landing page for researchers while also taking the opportunity to big up the value of its platform — claiming that “if it exists, it’s probably been talked about on Twitter”.

If Twitter lives up to its promises of active engagement with researchers and their needs, it could smartly capitalize on rival Facebook’s parallel missteps in support for academics.

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Last year Facebook was accused of ‘transparency-washing’ with its own API for researchers, with a group of sixty academics slamming the ad archive API as as much a hinderance as a help.

Months later Facebook was still being reported to have done little to improve the offering.

TechCrunch

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5 Effective Ways to Run Facebook Ads A/B Tests

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Facebook Ads A/B Tests or split tests help them try different versions of ads with various campaign elements. This process helps them arrive at the best version for the organization’s target. 

A/B Tests offer a vast pool of resources to try out various versions. You may get caught up and lose your way to arriving at the best version in a limited time. To better understand this topic you can read the Facebook ad testing guide. Here are five effective ways to run Facebook Ads A/B Tests-

1) Start with the minimal number of variables

This approach will help you analyze the impact of a variable much better. The lesser the variables, the better will be the relevant results and more conclusive. Once you have various versions, you will need to run them through the A/B Significance Test to determine if the test results are valid.

2) The second way is to select the correct structure. 

There are two structures in A/B tests. One is a single ad test, and the other is multiple single variation ad sets. All the variations will go under one ad set in the first structure. Each variation will be under a separate ad set in the second one. Out of the two, the second one works out to be better and gives better results.

3) Use of spreadsheets is important to stay organized. 

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These spreadsheets help collect and analyze data to get meaningful insights and arrive at data-backed decisions.

4) Do target advertising and set realistic time goals. 

One approach is to choose an entirely new set of audiences. Also, the data pool should be vast and not the same as some existing campaigns. The reason for choosing a different audience is that Facebook may mix up your ads and give contaminated output. 

Another approach to choosing the right audience is to pick geography. It works better, especially when you have business in a particular region.   

It’s also essential to set a realistic timeline for your testing. Facebook suggests one should run a test for at least four days, but you can choose to run the test for up to 30 days.   

5) Set an ideal budget. 

The concept of a perfect budget is subjective. But, you can fix it yourself, or Facebook can do that for you based on your testing data. A large part of the test budget is spent on avoiding audience duplication. If the same audience sees variations, it could affect the test results.

Besides these top five effective ideas, you will need to take a few more action points to make the testing process efficient. Make sure you put the website’s domain link and not the landing page link in the ad, as that doesn’t look good. Put appropriate Call To Action Button, such as ‘Learn More,’ ‘Buy Now,’ etc. It’s also important to see how your ad is coming across on various electronic gadgets- mobile, tablets, etc.

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Another strategy that works is trying to engage the customer. You may add social engagement buttons such as ‘Like’ or ‘Comment.’ Use high-resolution images as they work better with the customers. Low-quality, highly edited images are often not liked and trusted by the consumers.

You can learn more about the audience behavior patterns with A/B test results. Conducting these tests on Facebook streamlines the entire process and makes it smooth for you. With the test results, advertisers and marketers can work on the creatives they need to utilize.

To sum it up, you can run an effective A/B test campaign within the specified budget. You don’t need to spend massive amounts to get your advertisement right. You’ll make the correct assumptions about the performance of variations with a good understanding of business and consumers.

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