Algorithms are the new gatekeepers Content Distribution and Workflow in the Social Web. @andreasklinger, 2013-10-17 .
Aug 23, 2014
Algorithms are the new gatekeepersContent Distribution and Workflow in the Social Web.
@andreasklinger, 2013-10-17
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Hello.@andreasklingerCo-Founder of @diesocialistenHead of Product www.swat.io
swat.iosocial-media workflows and ticketing
Die Socialisten
Commer
cial B
reak
Custom Apps for Social Media Marketing
Official member of Facebook's Preferred Marketing Developer program.
swat.iosocial-media workflows and ticketing
Swat.io
Commer
cial B
reak
“Manage Social Media As A Team”
swat.iosocial-media workflows and ticketing
Commer
cial B
reak
Content Planning
- incl approval / workflow
swat.iosocial-media workflows and ticketing
Commer
cial B
reak
Community Management
- incl customer care
swat.iosocial-media workflows and ticketing
vsCom
mercia
l Bre
ak
www.Swat.io - Manage Social Media As A Team.
swat.iosocial-media workflows and ticketing
Algorithmsare the newgatekeepers
The Internet didn’t kill gatekeepers.It just introduced new ones.
swat.iosocial-media workflows and ticketing
Sidenote:Algorithms are instructions for computers that specify how to act (eg. handle data.)
swat.iosocial-media workflows and ticketing
Algorithms
Algorithms decide which emails get more attention.
- Spam- Tabs- “Important”
swat.iosocial-media workflows and ticketing
...what news of friends you are more likely to hear about.
swat.iosocial-media workflows and ticketing
...what news of friends you are more likely to hear about.
brands
swat.iosocial-media workflows and ticketing
“But humans decide...”
“Blogger blog”, “Facebookers like”, etc...
Humans act as curators for machines to feed the best content to more humans.
swat.iosocial-media workflows and ticketing
Content Distribution
AudienceDistribution Channels
HostingMedium
Content / Story
swat.iosocial-media workflows and ticketing
You like a pageand the brand earns privileges in the real distribution channel.
swat.iosocial-media workflows and ticketing
It doesn’t matter how your post looks on your page.People consume it in their newsfeed.
swat.iosocial-media workflows and ticketing
Example Facebook:
“We want more shares of our blog posts”“We want more likes on our fanpage”
swat.iosocial-media workflows and ticketing
Example Facebook:
“Edgerank” = Affinity x Weight x Decay*
*... simplified
swat.iosocial-media workflows and ticketing
user likes the page
friend likesthe post
user
friend
Affinity = I liked the page, a friend liked the post Weight = a lot of people liked the post Decay = It’s a new post
likely to seein newsfeed
swat.iosocial-media workflows and ticketing
Users likes a object,becomes “story tellers”(Aka “talking about”)
“EdgeRank” decides if i am going to see it.
swat.iosocial-media workflows and ticketing
Like button aggregates all storytellers.- including likes, shares & comments of like-stories
{ "data": [ { "like_count": 249, "comment_count": 44, "share_count": 129, "total_count": 422, "url": "http://klinger.io/post/36585126176/the-founders-lie-about-comfort-zones" } ]}
swat.iosocial-media workflows and ticketing
Facebook wants multiple people posting the same.(Affinity, Weight)
swat.iosocial-media workflows and ticketing
Try to reach different clusters of people.5 shares within one cluster < 5 shares within seperated clusters
vs
swat.iosocial-media workflows and ticketing
But there is more....
Which time works? Do Weekends?
Do people visit our tabs?
swat.iosocial-media workflows and ticketing
But there is more....
Which time works? Do Weekends?
Do people visit our tabs?
Where do people like us?
swat.iosocial-media workflows and ticketing
But there is more....
Which time works? Do Weekends?
Do people visit our tabs?
Where do people like us?Which post type works?it’s usually different for each page.
swat.iosocial-media workflows and ticketing
In some channels you have almost no distribution unless you get featured.
swat.iosocial-media workflows and ticketing
Focus on the channels you understand. Optimise content for those channels.
swat.iosocial-media workflows and ticketing
Eg. Facebook - experiment with titles, images and description text.
<- changeme
<- changeme
changeme -^
swat.iosocial-media workflows and ticketing
Highly recommend:Upworthy’s Slideshare:http://bit.ly/up-viral
Be able to measure and learn.
Tools come and go.
Understand your channels.
Create great content, but focus on distribution.