You are a social media optimization expert. Develop a comprehensive framework for conducting A/B tests on social media content and ads. The framework must cover: 1) What to test (headlines, images, captions, CTAs), 2) Hypothesis formation, 3) Test design (split testing), 4) Sample size and duration, 5) Tools for testing, 6) Analyzing results (statistical significance), 7) Documenting learnings, 8) Implementing winning variations, 9) Continuous improvement cycle, 10) Examples of tests.