PhD in Social Media Lauren Pap @ Inside Out Digi

Ep#21: Buzzword of the Week: Algorithm, Optimisations, Machine Learning



What is the Facebook Algorithm?

What is the social media algorithm?

Why do we have the Facebook Algorithm?

How does the algorithm work?

How to optimise the algorithm on Facebook, Instagram, Twitter, LinkedIn?

How to use machine learning to optimise your social media marketing?

How to use the social media algorithm for your business on social media?



All of these questions are answered in this episode, let’s roll!



Here’s the top outtakes:

· What is the social media algorithm?

Sprout Social’s definition is: Social media algorithms are a way of sorting posts in a users’ feed based on relevancy instead of publish time.

Social networks prioritize which content a user sees in their feed first by the likelihood that they’ll actually want to see it. (Sprout Social, 2020)



· How does it work?

An algorithm works by inputting users’ data, at scale (using machine learning) to construct a personalised feed for each and every social user, that is best attuned to keeping them engaged and on the social media platform.



· Why do we have it?

The algorithm means users stay online longer, which means more eyeballs on ad content, which means profit for social media channels. How does that work? Well, algorithms allow posts to be sorted for each user in a way that’s most engaging for them, making them stay online longer and be more active when they are online, as opposed to organising the posts in a user’s feed chronologically, which may not grip the user as much as a curated feed of the pages, people and themes that the particular user is currently finding most engaging and interesting at this time.



· How to use it to your advantage? Or to work with it?

When posting content – always think about the user and their value received for having seen your post. The more engagement you receive today, the more your posts will be filtered into the algorithm of that user in the future. Ever noticed that once you comment on a friend’s post once, they end up being in your feed for the next week? Yep, that’s the algorithm. When creating content consider the user and try to elicit engagement from them, but mostly given them buckets and buckets of value so they love you and find your posts interesting!

When doing paid social or ads – use campaign budget optimisation or multiple adsets with multiple ads in each ad set and let Facebook spend your budget as it sees fit within the campaign or adset. This means you’ll be using the algorithm and Facebook’s/LinkedIn’s/etc/’s machine learning and all its user data to help you decide which ad or adset of yours is best attuned to your audience.  The way you’ll know this is because more money will be able to be spent on the better performing ads and adsets, meaning that after a testing period, you can turn off the poorer performing ads and increase the budget on the top-performers as revealed to you through using the channel’s machine learning and working with the social channel’s algorithm. Oh and by doing this – you’re already optimising and spending your budget most efficiently, but listen to the full episode to get the whole run-down on optimisations and how this fits in with algorithms and mahcine learning. 



As always, cheers to your social media success!

Lauren Papandony of the PhD in Social Media Podcast



#socialmediaadvertising #socialmediamarketing #marketing #socialmedia #social #media #agency #consultant #socialmediamarketingservices #howtosocialmedia #socialmediaforbusiness #socialmediaforhealthcare #business #socialmediamarketingconsultant #followers


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Why follower's Aren't Everything on Social Media. Yes, it’s true, social media is not all about how many people “like” you or the number of Instagram followers you have.



Let me explain my wild statement here in this episode…



Why follower’s aren’t everything?

Is a follower strategy a good idea for my business on social media?

Why should / shouldn’t my business chase followers?

Why not to chase social media follower growth?

Why it doesn’t matter how many Instagram followers you have?

Can a business be successful without a big audience?

Can a business be successful without a lot of followers?

Should I chase social media followers?

How to get more social media followers? Wait, is this the right strategy for my business?

Is chasing social media followers a GOOD strategy for my business’s social media marketing?



All of these questions are answered in this episode, let’s roll!



Here’s the top outtakes:

Why attaining and chasing after social media followers is not everything…



· Because followers do not correlation to business goals being achieved. There is often no impact on sales and therefore chasing followers, or attributing some of the marketing budget to this activity have little to no ROI… or at least an ROI that is virtually in-measurable!



· Instead of focusing on followers, focus on content and delivering high value content for a particular niche. Play this long game and then the followers will come as a result of your stellar content that they love and WANT to share with their like-minded friends.



· And I do admit that there are some benefits to having or chasing social media followers, like status, or a business directive from higher-up, or for being top of mind, to say that you have a sizable audience for an external benefits, as an influencer, or maybe it’s just to “flex” or show-off your higher follower count against your competitors.



· And finally, if you still do decide that your business “needs” to chase followers I would also stop to pause for a moment and consider why this is a current business objective to do so and proceed with caution because upon review you might just find that while a big follower count satisfies an internal business ego-stroke it possibly doesn’t affect that bottom line none too much!



As always, cheers to your social media success!

Lauren Papandony of the PhD in Social Media Podcast



#socialmediaadvertising #socialmediamarketing #marketing #socialmedia #social #media #agency #consultant #socialmediamarketingservices #howtosocialmedia #socialmediaforbusiness #socialmediaforhealthcare #business #socialmediamarketingconsultant #followers


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Buzzword of the Week: Dark Post



What is a dark post?

What is dark social media?

Why do people refer to dark posting on social media?

Facebook dark posts, what are they?

Is a dark post just an ad?

Why do they call it a dark post?



All of these questions are answered in this episode, let’s roll!



Here’s the top outtakes:

What is a dark post?

A dark post is an ad, seen only in the feed. The “dark” reference is for the fact that this piece of content won’t be seen on the Business Facebook page.



As always, cheers to your social media success!

Lauren Papandony of the PhD in Social Media Podcast



#socialmediaadvertising #socialmediamarketing #marketing #socialmedia #social #media #agency #consultant #socialmediamarketingservices #howtosocialmedia #socialmediaforbusiness #socialmediaforhealthcare #business #socialmediamarketingconsultant #followers


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Ep#18: How to get MORE social media FOLLOWERS? SM “Follower Theory” in under 10-minutes.

How to get MORE social media FOLLOWERS? Likes, fans, follows, followers, connections. Here’s the theory behind it!



How to get more followers on social media?

How to get more social media followers?

How to get more followers on Instagram?

How to get more followers on a Facebook business page?

How to get more followers for my brand?

How to get more followers for my business?

How to get more followers?

How to get more followers on LinkedIn?

How to get more followers on Twitter?

How to get more followers using content marketing?



All of these questions are answered in this episode, let’s roll!



Here’s the top outtakes:

How to get more social media followers?

1. Understand why followers would want to follow you and make it clear. Think about them, not about yourself!

2. Use Like Ads to boost your page reach and hence your follower count.

3. Produce great content and really serve your audience. Give them value first and followers will build, naturally.

4. Use advertising behind your great content pieces that provide the most value to your audience.

5. Ask your users to like, subscribe and share to boost up your follower counts.



As always, cheers to your social media success!

Lauren Papandony of the PhD in Social Media Podcast



#socialmediaadvertising #socialmediamarketing #marketing #socialmedia #social #media #agency #consultant #socialmediamarketingservices #howtosocialmedia #socialmediaforbusiness #socialmediaforhealthcare #business #socialmediamarketingconsultant #followers


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Ep#17: Buzzword of the Week: Social Listening (Social Media Buzzwords, Explained)



Ahhhhhh buzzwords, let’s explain them all one by one, shall we?

This week’s buzzword is: Social Listening



What is social listening?

How to research your brand on social media?

How to find out what your customers are saying online?

How to find out what your customers are saying on social media?

How to spy on your competitors on social media?

How to do great social media marketing?



All of these questions are answered in this episode, let’s roll!



Here’s the top outtakes:

What is social listening?

Social Listening is a research task that involves a tool or software that crawls and searches online public spaces including social media sites, blogs, websites, and news sites to find all the conversation and mentioned of a given keyword, or set of keywords. It allows the researcher to establish an understanding of the topic, keywords, key themes, the number of mentions (volume), sentiment, trends over time, and more. Brands can use this to establish what customers are saying about their brand or product in public spaces, outside of their owned channels; as well as what customers are saying about their competitors!



As always, cheers to your social media success!

Lauren Papandony of the PhD in Social Media Podcast



#socialmediaadvertising #socialmediamarketing #marketing #socialmedia #social #media #agency #consultant #socialmediamarketingservices #howtosocialmedia #socialmediaforbusiness #socialmediaforhealthcare #business #socialmediamarketingconsultant


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Ep#16: Long vs Short Copy – Which is better?



The great debate amongst social media marketers. Listen in for the cheat code to this big question in under 8-minutes!



How to do great social media marketing?

What copy length is best for social media marketing?

What copy length is best for Facebook posts?

What copy length is best for LinkedIn?

What copy length is best for Twitter?

What copy length is best for Instagram?

What copy length is best for social media marketing?

What copy length is best for businesses?

What copy length is best for engagement?

How long should my post be?

Is short copy best?

Is long copy best?

How long should my social media posts be?

How long should my copy be?



All of these questions are answered in this episode, let’s roll!



Here’s the top outtakes:

· Copy length is dictated by what you need to write to best achieve your goal.

· Hence, there is no right answer for everyone, every business, and so on.

· You need to follow two rules:

 1. Follow your strategy – what’s best to achieve the exact goal that you’re trying to achieve e.g longer copy with a link might be best for ecommerce.

 2. Test your copy length in your market.

·  That’s it, just follow the two rules and you’ll be smooth sailing. Oh and ignore the people who try to put a hard rule on this for everyone, because really every business, including yours, is unique!



So what copy length is best for social media marketing?

Well the answer is which ever one works best to achieve your goal. That is use your strategy as a guide as to which copy achieves your goal for you and test both to see which is best. Then, go forth and use that copy length and ignore everyone else that prescribes a certain copy length for all businesses on all channels!



As always, cheers to your social media success!

Lauren Papandony of the PhD in Social Media Podcast



#socialmediaadvertising #socialmediamarketing #marketing #socialmedia #social #media #agency #consultant #socialmediamarketingservices #howtosocialmedia #socialmediaforbusiness #socialmediaforhealthcare #business #socialmediamarketingconsultant


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