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Decoding the social algorithms


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Solving the riddles wrapped in a mystery

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Decoding the social algorithms

  5. 5. Instead of focusing on what makes content popular and attention grabbing, we need to focus on what makes content personal and conversation- worthy.
  6. 6. Average time spent on content Multiple replies to people’s comments on a video Commenting or liking a person’s photo or status update Engagement with a brand post shared by a friend Sharing links over Messenger Completeness of user’s profile page “Meaningful interactions will be prioritized” RankingSignals.SourceFacebook,Feb2018 How informative the post isEngagement
  7. 7. Your post Content Quality Scoring Does it include native images and videos? Yes / No Is it Live video? Yes / No Does it include external links? Yes / No Is it clickbait? Yes / No Does ask to ‘like’ ‘share’ or ‘comment’? Yes / No Does it include words like ‘free’ ‘sale’ ‘promotion’ etc Yes / No Has the same post been used before? Yes / No Show to 1% of fans to measure engagement Algorithmic signals: • Like = 1 • Comment = 6 • Long-form comment = 13 • Share that drives engagement = 13 • Share that drives no engagement = 6 • Video view 3 seconds = 1/4pt • Video view 60 seconds = 13 • Negative feedback (hide post, hide all, report page) = -100 Ranking Signals Is it timely and reference a trending topic? Yes / No Is your page regularly producing high quality content and using live video? Yes / No Are people who regularly engage with your page engaging? Yes / No Is your community having ‘back and forth’ discussions in the comments of your post? Yes / No Are the post types (text, image or video) are what people engage with often? Yes / No The Facebook Algorithm
  8. 8. Working with the Facebook Algorithm • Create content that intends to drive further discussion • Create content that can connect family members and other people with close relationships • Take an 80/20 approach to native and owned content • Use live video to drive engagement whenever possible • Aim to be reputable in the eyes of the algorithm (be choosy with what you share) • Absolutely no click bait, engagement bait or overly promotional content • Monitor, monitor, monitor
  10. 10. Time is still an important ranking factor for Twitter. It considers itself a ‘live platform’ and reinforces this by asking you “What’s happening?” each time you post.
  11. 11. The introduction of the 280 character limit allows you to provide more value in the tweet itself.
  12. 12. Grow a relevant audience by understanding what your current audience is interested in
  13. 13. Your tweet Content Quality Scoring Do you have a credible profile? Yes / No Does the tweet include native images and videos? Yes / No Does it include external links? Yes / No Select group of relevant Twitter accounts Are your followers online? Yes / No Do they regularly engage with your content? Yes / No Do you regularly engage with your followers’ tweets? Yes / No Algorithmic signals: Like = 1 @reply = 2 Retweet = 3 The Twitter Algorithm Further Ranking Signals Is the tweet receiving a lot of engagement? Yes / No Are people spending a lot of time reading your tweet and engagement? Yes / No Is the attachment the type that users tend to engage with? Yes / No Is the author’s engagement higher than usual Yes / No
  14. 14. • Timing: Tweet when your followers are online • Develop a follower-base around a specific topic or subject area to be more relevant and drive more engagement • Create tweets based on what your followers like • Use the 280 character limit to provide further information and context • Be credible • Have an up-to-date profile • Show up every day • Don’t use auto-follow or auto-engagement Working with the Twitter Algorithm
  16. 16. The LinkedIn algorithm gives your content virility by showing it to the connections of who engage with it. Your 2nd degree network.
  17. 17. Use ‘broetry’ to generate a viral effect within LinkedIn statuses.
  18. 18. Your content Content Quality Scoring Is it • Image • Text • Long-form post Is it: • Spam • Low quality • Clear Does it contain a link: • Yes • No Select group of relevant LinkedIn connections Algorithmic signals: Like = 1 Comment = 2 Share = 3 Velocity = 5 The LinkedIn Algorithm Low engagement = low quality Post demoted High engagement = high quality Post sent to LinkedIn editors for further analysis Editors decide: • Post should be sent to more people • Post should go no further
  19. 19. • Create a relevant network of LinkedIn connections • Use the status box over blog post to stand a better chance of going viral • Use imagery and video • Take an 80/20 approach to native and owned content • Working with the LinkedIn algorithm
  20. 20. Decoding the social algorithms requires a collective effort
  21. 21. Thank you | |@stedavies