24 Nov 2020
Ep#21: Buzzword of the Week: Algorithm, Optimisations, Machine Learning
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
