For review, “dark testing” is A/B testing on Facebook conducted by 1) building multiple variations of a single post by adjusting the message, thumbnail, image, etc., 2) serving these variations to different, similar audiences, and 3) measuring performance and designating a “winner.”
Book chapter from Stephen Dann
In general, “you’re 10 to 15 times as likely to buy something your friends bought because you have the same inherent preferences, and twice as likely because your friends influenced you,” Aral says. However, the level of peer influence varies by how connected the people are— fellow alumni exert more influence over one another than neighbors—and whether or not the message is personal.
When not to post on each social network