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social media: reach & search

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social media is about interaction and creating engagement. How to increase your reach? Opposite to reach, you can of course also search for topics or people. a short guide

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social media: reach & search

  1. 1. Veerle De Jaegher social media: reach & search December 2018
  2. 2. Veerle De Jaegher social media marketing veerle@trigger.social
  3. 3. reach vs. search reach - what THEY give you - filtered by them - only a selection  feed search - what YOU look for - you can filter yourself - all information  search results
  4. 4. You wrote a post on a social medium but… hardly anyone is liking, commenting or sharing it? what is going on?  some insight for your personal and professional use of social media:
  5. 5. what is reach? • how far did my post spread? • who has seen my post? • filter system ≠ all fans ≠ all friends ≠ all followers ≠ all subscribers ≠ all connections more on https://www.skyword.com/contentstandard/marketing/this-is- exactly-how-social-media-algorithms-work-today
  6. 6. the reach of your post… is mostly than the number of your followers, fans, friends, connections, …   solution: respect the algorithm  be authentic  write as you speak  use another tone of voice for every medium  keep it short & simple  visualise your audience
  7. 7. but the reach of your post… can also be than the number of your followers, fans, friends, connections, …   going viral! = people share your post & reply on it!  why do people share something on social media?  why do people react to something on social media? => how to go viral?
  8. 8. 3 types or reach: • organic reach (filtered by algorithm) • paid reach (advertising) • viral reach (people spreading it further) 3 types or posts: • text • photo • video
  9. 9. viral posts = post that are shared and reacted on by users principles for virality by Jonah Berger: STEPPS
  10. 10. STEPPS Social Currency = things that make people look good to talk about it something to brag about make them feel like insiders
  11. 11. STEPPS Triggers = elements they associate with you that will make remind them of you staying top of mind with easy reminders
  12. 12. STEPPS Emotion = things we care about ‘caring is sharing’ create an emotional connection show emotions
  13. 13. STEPPS Public = when it’s easier to see something, it’s easier to imitate what someone else is doing write in a shareable way show & tell
  14. 14. STEPPS Practical value = we like to share useful or valuable information useful tips, relevant content - infographics - articles - guides - lists - FAQ
  15. 15. STEPPS Stories = wrapping up content in a storytelling style don’t be to direct but embed your message in a compelling story
  16. 16. https://youtu.be/HfSs_hOAkzY
  17. 17. social media content is very human All human behaviour can be broken down into 6 basic emotions: happiness, sadness, fear, anger, surprise and disgust these emotions stimulate us to go into action, like for example: sharing & commenting
  18. 18. happiness, sadness, fear, anger, surprise and disgust
  19. 19. technological evolution in this digital era word of mouth word of mouse 
  20. 20. attention: mind the filter bubble intellectual isolation online that can result from algorithms, based on previous searches & many other criteria
  21. 21. stop the algorithm? read all posts & in a chronological order:
  22. 22. attention: be aware of fake news • double check your source • be critical about breaking news • check the original date (or possible delay) • large channels have a verification badge
  23. 23. “fake news producers often use memes to trigger your emotions” Amra Dorjbayar (reporter & researcher VRT)
  24. 24. memes are often trolling people with fake quotes
  25. 25. “if it makes you angry, chances are big that it is fake” Maarten Schenk (web developer)
  26. 26. https://www.bbc.co.uk/news/resources/idt-sh/the_godfather_of_fake_news https://www.facebook.com/BBCTrending/videos/587517058365792/
  27. 27. www.facebook.com/BBCTrending/videos/2362985550395441
  28. 28. by the way, fake news does not only happen on social media, some popular newspapers make the same mistake…
  29. 29. Instead of being ‘fed’ by all social media users & algorithms you can also do a search action to find information yourself  some trics for quick & efficient searches:
  30. 30. search on
  31. 31. search on
  32. 32. search on
  33. 33. i locations: now mainly FB pages instead of Foursquare venues
  34. 34. search on
  35. 35. be aware of the Las Vegas effect in social media
  36. 36. don’t get addicted to likes consider that your post can be well distributed by the algorithm or poorly so not seen by many people => effect on number of likes/comments/..
  37. 37. social media generate mostly positive notifications of course
  38. 38. slow down on those push notifications on your smart phone they reduce your concentration level & lower your attention span
  39. 39. • on smartphone = push • on every social medium = pull push notifications pop up on screen pull notifications: regular notifications are visible on the social platform (in-app notifications) 2 types of notifications:
  40. 40. smartphone (iOS):
  41. 41. and e-mail notifications: NO! a waste of time you have enough mails already ;-)
  42. 42. find your own balance in notifications no, you don’t have to take a social media detox no need for extreme situations, just make the right choices
  43. 43. notifications of
  44. 44. notifications of
  45. 45. if you barely go to Twitter but have an account:
  46. 46. notifications of
  47. 47. make a selection of active notifications
  48. 48. notifications of
  49. 49. extra: docu Instagram https://www.npo3.nl/followme/22-11- 2018/VPWON_1291086
  50. 50. Q&A
  51. 51. good luck! @veerledejaegher veerle@trigger.social
  52. 52. www.linkedin.com/in/veerledejaegher www.twitter.com/veerledejaegher www.instagram.com/veerledejaegher www.pinterest.com/veerledejaegher www.foursquare.com/veerledejaegher www.slideshare.net/veerledejaegher about.me/veerledejaegher

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