Companies sometimes try two different approaches to accomplish a given task and, then, observe the outcomes to see which worked best. For example, you may have Internet advertisements that are identical except for the headlines that are used. Which advertisement generates the most sales, or click-throughs, or whatever you are measuring? This approach is called a "split-test" or "A/B" test. SocialMediaExaminer explains how to split test Facebook posts and Facebook ads.
http://www.socialmediaexaminer.com/split-test-facebook-page-posts-ads/
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