The Science of Social Media
2016 Multi-Family Social Media Summit

About Me / The Scientist
Total Science Nerd
• Contributor to the Human Genome Project
• Published in Journal of Cell Biology
- Degrees in Neuroscience & Physiology
- Genetics Research on Cholesterol Degr
adation
- Discovered & Cloned AK23

About Me / The Technologist
M&A Attorney
• Founder of SymptomCare.com
• Founder of FanGate Media
• Founder of SOCi
• Manage two Venture Funds - over $80 million in investments in las
t 6 years
, Software Entrepreneurand Venture Capital
• High Tech M&A Attorney

What’s The Common Thread
Data…
…collection and analysis of data
to deliver targeted results is what science is built on

Data is Used in Dozens of Major Applications
1. Targeting Customers
2. Optimizing Business Processes
3. Personal Quantification
4. Improving Healthcare
5. Security
6. Financial Trading
So, anywhere that we can gather data, we can
help make better decisions, including social
media

• “Be personable”
• “Post engaging content”
• “Establish a voice”
So Why Are We Not Using It More In Social Media???
Non-quantifiable ‘measurements’
make scientists mad…
Instead we fall for cliché advice…

Social Media Has Data…
Facebook posts every minute
… 12 Billion Data points per hour
2.4 million
80+ data points for
each post

So Let’s Look At What The Data Is Telling Us…
Data-Driven Tips
for a Better Social Media
Based on >2.5million Data Points

1. WHAT Should I Post?
The TYPE of post you publish affects your engagement

2. WHEN Should I Post?
Weekends and evenings are quiet…
…so you may actually be heard

3. How Often Should I Engage?
Forget about being a part of the conversation…
just create GREAT CONTENT

4. What Should I Say to Get More Link Clicks?
• “Sports” drives 8x more links than “News”
• “Free” drives 8x more engagement than “Giveaway”
Certain words drive more links than others

5. Where Do I Place My Links?

6. How Do I Drive More Shares?
Certain words drive more Shares

7. How Do I Get More Comments?
Certain types of questions drive more Comments

Tweet 120 & 130 characters
8. What Is The Ideal Message Length?
Facebook post <100 or >350

Tweet a Lot of Links… 80% or more of your posts
9. How Do I Get More Followers?

9b. How Do I Get More Followers?
Call yourself a ‘Founder’

‘Please ReTweet’ gets 4x more ReTweets
10. How Do I Get More Retweets?
Just Ask…

What does the data tell us about social med
ia for property management?
Property Specific Data
NetworksbyImportance

Facebook is Dominating Local Search &
Reviews
Rank based on engagement. So national
pages don’t show up in local searches. E.g.
“Pizza San Diego” doesn't show a Pizza Hut
unless the local San Diego page is engaging
#2 Search Engine
Users expect to connect with their local stores. Even if
businesses don't choose to be on Facebook, there is likely
an unclaimed Facebook page for their business that is
collecting ratings and reviews.
4X More Reviews

Tips n’ Tricks to Getting the Most Out of Your Posts
Property Specific Data
1. Embedded links get m
ore reach than bit.ly’s
or other shortened lin
ks

Tips n’ Tricks to Getting the Most Out of Your Posts
Property Specific Data
2. Décor, Recipe & DIY posts are th
e best for getting Likes and Share
s
*Seasonal recipes do better!

Tips n’ Tricks to Getting the Most Out of Your Posts
Property Specific Data
3. Appetizers and snack re
cipes get >2X engagement t
han
entrée recipes

Tips n’ Tricks to Getting the Most Out of Your Posts
Property Specific Data
4. Localized content gets
nearly 2X more
Comments and Shares
Than non-localized

Tips n’ Tricks to Getting the Most Out of Your Posts
Property Specific Data
5. More clicks from
features & amenities,
than floor plans!

Post Specific Data for Property
1. Image posts get the most ‘Likes’
2. Shorter posts (>100 characters) get more ‘Likes’
3. Longer posts (>350 characters) get more Comme
nts
4. Ask a question to get more Comments
COMMENTS are the most powerful social signa
l
Over 7x more impactful than a ‘Like’

Let’s Get Social
THANK YOU!
Afif Khoury
CEO, SOCi, Inc.
afif@meetsoci.com
@meetsoci
facebook.com/meetsoci