Topic 5 Flashcards
Purpose and reason of success of social networks
help people stay in touch with the ones they love
help people to connect with the world
help people to find soulmates and belonging
help people to find inspiration and entertainment
this is what brands want as well
who sees your posts? next to zero reach
only a small % of your followers
sometimes part of your followers followers
people who search on keywords/hashtags - explore /fy page
In terms of socials
facebook: 1-5% of your followers
instagram: 5-10% of your followers
tiktok: 118%
LinkedIn: 2-6% of your followers
is organic content then a waste of time?
not completely
chance to bond with your customers
whoever finds you through search is a hot lead
Organic content is great for boosting
brand image (how people see you)
brand sentiment/preference (whether people like you)
strengthen established relationships (good indicator = engagement rate)
algorithms decide
gatekeepers
they decide what you see in your feed and in what order
all this results in a unique timeline for every social media user
algorithms/explore pages push
the audiences interests
engaging content
creative use of trends
recency
relevance over popularity
rather than prioritizing the highest liked posts, newer algorithms aim to focus on relevant content that aligns with the users interests
authenticity also affects business credibility
the more transparent and honest a brand is, the more respect and trust it gains from its audience
algorithms emphasize
meaningful interactions
the engagement rate
shows how many people are connecting with your brand and how often. a high engagement rate means that more people are commenting, liking, sharing and mentioning your brand and its content
engagement rate by views
((total likes, comments, shares / number of posts)/ total views) x 100 = average engagement rate %
Engagement rate by followers
((total likes, comments, shares / number of posts)/ total followers) x 100 = average engagement rate %
video
short video
live video
recency
golden hour - like a brigade
people follow/search for:
friends
influencers/creators
keywords/hashtags
entertainment
friends
user generated content humanizes your brand on social media
people follow, search for
influencers/ creators
partnering with influencers helps brands to
personify
keywords/hashtags
google remains the nr 1 search engine, but youngsters especially rely on social media too
entertainment
the feeling of belonging to a community. content people can relate to which feels authentic
paid content ensures
reach
pay to play has become
the norm
reasons
high competition for attention
enormous volume of available content
producing good content requires time and money, brands want to make sure people see it
paid content is great for boosting
brand awareness
drive conversion
how does the ad machine work
objective
targeting
custom audiences
lookalike audiences
auction bidding
