How to Evolve Social Media from Past to Present
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This document discusses the evolution of social media and digital landscapes from 2011 to 2018. It notes that while the internet and mobile are increasingly important, social media use has declined significantly. It emphasizes that numbers, analytics, and data are important tools to understand audience engagement and content performance across different platforms. The document provides tips on using analytics to identify top performing content, reducing overproduction, building experimentation, and better understanding diverse audiences like women on social media.
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How to Evolve Social Media from Past to Present
- 2. How do you go from this... ...to this
- 3. LVIV MEDIA FORUM Evolution of social Breaking the mould Numbers are your friend Engagement matters 💍
- 4. This is what the AJ news team thought we (the New Media team), did all day:
- 7. This is what the social/digital landscape looked like then
- 8. 2011
- 10. And we started to do things like this
- 11. And this
- 12. 2014
- 13. This is what it looks like now...
- 14. 2018
- 16. Matt Danzico (not journalism) Nader Ibrahim (engineering) Majd Yousef (computer science) (political sci. /int. relations) Ziad Ramley (science) Anne Marie Tomchak Mark Little Trushar Barot Asha Phillips Inga Thordar Matt Cooke Yasir Khan
- 18. The view from Ukraine
- 19. Without data, you’re just another person with an opinion - W. Edwards Demming
- 25. A few easy deductions/conclusions ● The internet is increasingly important but social media use has dropped significantly - what’s happening? ● Mobile is big but TV is slightly more dominant. Mobile social media use is also on the decline ● Video matters ● 25-34 year olds are most active on Facebook, with an overall 57:43 female:male split
- 26. Why does this all matter? Or…
- 28. Does this look like success? Twitter analytics (video beta)
- 29. 😰 Twitter analytics (video beta)
- 30. Please don’t do this
- 31. Out Reach Impressions Views Analytics are your friend In Engagement/interaction Active subscribers Watchtime Retention
- 32. Top performers ● Ranked by total interactions (default)
- 33. ● Ranked by interaction rate Top performers
- 35. Be great in 8 1. Numbers are your friend 2. Less is more: the poorest performers overproduce content 3. Be aware of platform dependency 4. Talk to people 5. Text still matters, but, are you overproducing? (If you are a newspaper, no problemo). 6. Build in experimentation 7. You don’t need to be everything to everyone 8. The female audience: FB (& Twitter etc) need to do a better job of tracking this
- 36. Any questions? Get in touch @EsraD
Editor's Notes
- 11 February 2011 After 3 weeks of working 16 hours a day, 7 days a week No broadcast journalists were let in and AJ wasn’t the famous. We were receiving hundreds of pieces of content a day via a custom portal sharek (to share) Resulting in this being called ‘a social media revolution’ (it wasn’t) i wasn’t clicktivism but it did facilitate
- http://www.chungkong.nl/no800-darjeeling-limited-minimal-movie-poster/
- http://www.nbcnews.com/id/41334512/ns/world_news-mideast_n_africa/t/egyptian-reform-leader-calls-mubarak-resign/#.WtdJNpPFJQI http://famousbloggers.net/the-erevolution.html https://www.theguardian.com/world/blog/2011/feb/10/egypt-middleeast https://www.pbs.org/wgbh/frontline/article/timeline-whats-happened-since-egypts-revolution/ https://www.aljazeera.com/photo_galleries/africa/2011125192646189116.html
- http://webblar.com/tag/lead-generation/
- Ushahidi maps x google fusion table
- http://blog.aisinsurance.com/2017/05/31/marketing-a-small-to-mid-size-business/ (note that this is a marketing website - not even news) Why are people going to these platforms?
- https://www.livemint.com/Consumer/fxhduceMqTFWxPwTwXE3yL/6-takeaways-from-Mark-Zuckerbergs-time-in-the-Senate-spotli.html
- There are a few unifying things.. Curiosity, belief in changing the system, doing something that matters.
- Vyshvanka (vishvanke)
- So where do I begin?
- https://www.slideshare.net/wearesocial/digital-in-2018-in-eastern-europe-part-2-east-86865266
- Its not all about Fb
- Just because you’re big doesn’t mean you’re best, its about building relationship with your audience
- Numbers are your friend Less is more: best performing accounts are niche/conservative with their posts. They know who their audience is and they know what they’re delivering Conversely, the poorest performers overproduce content (ie, spamming their audience), and generally have the largest inactive audiences Is it time to rethink FB lives generally don’t work. Apply liberally (Cross functional teams - Aine- neva labs) Numbers can only tell your part of that story. Next step is to go to desk people and find patterns - what is it that works for business - dress code, don’t call me bossy, asian market inforgraphics and what works where?
- You don’t need to be everything to everyone. Find out who your audience is and love them hard https://radiokahuna.com/wp-content/uploads/Everclear-Everything-To-Everyone.jpg