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Algorithms are the new gatekeepers Content Distribution and Workflow in the Social Web. @andreasklinger, 2013-10-17 .
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Algorithms are the new gatekeepers

Aug 23, 2014

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Die Socialisten

Content Distribution and Workflow in the Social Web - Andreas Klinger @ Smart Content Day, Vienna, October 17th, 2013
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Page 1: Algorithms are the new gatekeepers

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

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Goal of this talk:

“We need more engagement”

vs“We need more engagement of type X,because…”

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Die Socialisten

Commer

cial B

reak

Custom Apps for Social Media Marketing

Official member of Facebook's Preferred Marketing Developer program.

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Swat.io

Commer

cial B

reak

“Manage Social Media As A Team”

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Commer

cial B

reak

Content Planning

- incl approval / workflow

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Commer

cial B

reak

Community Management

- incl customer care

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vsCom

mercia

l Bre

ak

www.Swat.io - Manage Social Media As A Team.

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Goal of this talk:

“We need more engagement”

vs“We need more engagement of type X,because…”

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Why do we produce content?

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If we produce it....... will they come?

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Content Distribution

In Social Web

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False Web 2.0 claim: “Gatekeepers are dead”

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Algorithmsare the newgatekeepers

The Internet didn’t kill gatekeepers.It just introduced new ones.

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Sidenote:Algorithms are instructions for computers that specify how to act (eg. handle data.)

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Algorithms

Algorithms decide which emails get more attention.

- Spam- Tabs- “Important”

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Algorithms decide which blog posts get more attention.

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...what movies you are more likely to watch.

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...which websites you are going to read.

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...what news of friends you are more likely to hear about.

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...what news of friends you are more likely to hear about.

brands

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... and this is just the beginning.

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“But humans decide...”

“Blogger blog”, “Facebookers like”, etc...

Humans act as curators for machines to feed the best content to more humans.

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Understand the algorithms of distribution channels.

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Content Distribution

AudienceDistribution Channels

HostingMedium

Content / Story

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You like a pageand the brand earns privileges in the real distribution channel.

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Facebook Newsfeed is the real distribution channel.

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It doesn’t matter how your post looks on your page.People consume it in their newsfeed.

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Example Facebook:

“We want more shares of our blog posts”“We want more likes on our fanpage”

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Example Facebook:

“Edgerank” = Affinity x Weight x Decay*

*... simplified

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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

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Users likes a object,becomes “story tellers”(Aka “talking about”)

“EdgeRank” decides if i am going to see it.

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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"    }  ]}

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Facebook wants multiple people posting the same.(Affinity, Weight)

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Try to reach different clusters of people.5 shares within one cluster < 5 shares within seperated clusters

vs

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Channels change, always.Measure to learn, always.

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NewFacebook Insights

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Which posts worked?

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But there is more....

Which time works? Do Weekends?

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But there is more....

Which time works? Do Weekends?

Do people visit our tabs?

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But there is more....

Which time works? Do Weekends?

Do people visit our tabs?

Where do people like us?

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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.

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Other channels.Other rules/algorithms.

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Eg some channelspunish re-postings

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In some channels you benefit from reposting.

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In some channels you have almost no distribution unless you get featured.

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Focus on the channels you understand. Optimise content for those channels.

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Eg. Facebook - experiment with titles, images and description text.

<- changeme

<- changeme

changeme -^

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Highly recommend:Upworthy’s Slideshare:http://bit.ly/up-viral

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Be able to measure and learn.

Tools come and go.

Understand your channels.

Create great content, but focus on distribution.