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Keeping Up With the
Ever-Changing Social Media
Algorithms
#FalconEd
Gillian West
Social Media Manager
Dino Kuckovic
Customer Experience
Your Presenters.
#FalconEd
Today’s Agenda.
A brief but eventful (Facebook) history.
Overview of algorithm changes.
Why is Facebook so addictive?
Conquering the news feeds.
The Drum use case.
Q&A.
#FalconEd
Hopeful
or discouraged?
HISTORY LESSON
Why did social networks develop feed algorithms?
#FalconEd
POLL TIME.
#FalconEd
A Brief History of Facebook.
2004 - 2018
2008
2009
2009
2011
2012
Facebook’s
Growth is
Fueled by
Mobile Ads.
Facebook’s quarterly revenue
by segment.
People feel that the important moments and
important conversations are sometimes getting
crowded out by content that people passively
consume, often photos and videos.
Adam Mosseri, VP of News Feed, Facebook
ALGORITHM
CHANGES
What has shifted?
#FalconEd
Our
Reality
Today.
Is this you?
Algorithm Changes.
Each platform’s sorting system.
• Algorithms dominate social media marketing.
• Each site has its own ‘unique’ algorithm deciding what users see.
• Facebook’s is by far the most influential.
Facebook’s News Feed.
First look at the basic engagement equation Facebook uses
Algorithm Changes.
Each platform’s sorting system.
• For users changes appear subtle, but for Page operators not so much.
• Most recent change measures likelihood of engagement.
The Current State
of Algorithms.
Top social networks.
WHY IS
FACEBOOK SO
ADDICTIVE?
#FalconEd
CONQUERING
THE NEWS FEEDS
What you can do!
#FalconEd
Average
Facebook
Organic
Reach.
Business Page
Facebook wants every single post impression
to be meaningful and engaging.
Adam Mosseri, VP of News Feed, Facebook
• Multiple people replying to each other’s comments on a video they watched or an
article they read in News Feed.
• A page responding to a person’s comment on their post.
• People commenting on or interacting with a page’s live video.
• People responding to page posts shared through Messenger.
• Any interactions that people have with a page post that has been reshared by a user.
“Meaningful Interactions”
But what does this mean?
What is quality content?
Far more than a buzzword.
• Is this timely and relevant content?
• Is this content from a source you would trust?
• Would you share it with friends and have a conversation about it?
• Is the content genuinely interesting to you or is it trying to game News Feed
distribution? (e.g. asking for people to like the content)
• Would you call this a low quality post or meme?
• Would you complain about seeing this content in your News Feed?
Focus on Strong Emotions.1
Admiration
Amazement
Astonishment
Curiosity
Interest
Uncertainty
Focus organic content on stimulating:
Source: https://hbr.org
Don’t Bait Engagement.2
Quotes get a 19% boost in Retweets.
Source: https://blog.twitter.com/official/en_us.html
Share Quotes in Headlines.3
85% of digital video viewers stop
watching because of long load times.
Source: https://www.emarketer.com
Avoid Long Load Times.4
Don’t build your business just on organic.
Organic reach cannot…
work predictably
be accurately targeted
scale with costs & revenue
our #1 tip:
Keep Advertising.5
Global social media advertising
revenue amounted to $41B in 2017.
Source: https://www.statista.com
Do
• Try to act human
• Provide real & valuable content
• Be honest & transparent
• Think of your future
Don’t
• Scam, bait, force
• Copy, steal
• Game the algorithms
• Repeat what’s not working
our lessons:
From Years of Experimentation
News Feed FYI.
Not a secret sauce.
THE DRUM USE CASE
What we’ve been up to.
#FalconEd
We believe ‘Marketing Can
Change the World’
Background Story.
The Drum
• As a business The Drum is 30+ years old.
• The Drum is a global media platform, attracting 1M+ monthly visitors.
• We use social media to promote content, events, drive traffic and engage.
• We’ve used Facebook since 2009 and day-to-day are most active on
Twitter, Facebook, LinkedIn and Instagram.
The Drum Social Strategy.
Inspire & inform
We believe users on different sites are interested in different things:
Facebook
fun, engagement, shareable,
snackable content
Twitter
news, opinion,
engagement, what
you need to know,
when you need to
know it, quick
LinkedIn
news, opinion, in-
depth, content
you can learn
from and grow as
a marketer
Instagram
creativity, engaging
visuals
The Drum on Facebook.
We’ve had our ups and downs.
One ‘super’
post per day
Posting at
particular times
Only sharing
‘news content’
Over engaging/
not engaging
Relying on
trends
Old strategies have included:
Literally me*
( *disclaimer: I am not Taylor Swift )
The Drum on Facebook (today).
In November 2017, we slowly started to change.
• We shifted away from ‘link dumping’.
• We started to show more personality.
• We engaged.
• We begun sharing posts from others.
• We carefully consider what we post.
• We created bespoke Facebook content.
Don’t solely rely on Facebook for social.
QUESTIONS?
#FalconEd
Coming Soon:
How to Improve Your Social
Presence in 30 Minutes a Day 
June 21st
#FalconEd
REFERENCES.
https://newsroom.fb.com
https://www.emarketer.com
https://www.facebook.com/blueprint 
https://blog.twitter.com/official/en_us.html
https://hbr.org/2013/10/research-the-emotions-that-make-marketing-campaigns-go-viral
https://www.statista.com/statistics/271406/advertising-revenue-of-social-networks-worldwide/
https://newsroom.fb.com/news/2017/12/news-feed-fyi-fighting-engagement-bait-on-facebook/
https://www.socialmediatoday.com/news/the-current-state-of-social-media-algorithms/522260/
https://www.falcon.io/insights-hub/industry-updates/social-media-updates/facebook-algorithm-change/#GEN
https://www.thedrum.com/news/2018/02/28/littlethings-blames-catastrophic-facebook-algorithm-changes-abrupt-collapse
https://www.thedrum.com/news/2018/01/12/are-publishers-now-facebooks-friendzone-the-real-impact-the-newsfeed-algorithm 
https://www.socialmediatoday.com/news/keeping-up-with-the-algorithms-what-you-need-to-know-about-each-platforms/520012 
#FalconEd
@falconIOfalcon.io welcome@falcon.io

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