Social Media Psychology and Management

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Questions and Answers

What percentage of Instagram users also use TikTok each month?

Over 70%

Over 60%

Over 50% (correct)

Over 40%

What does the 80-20 rule in social media usage refer to?

Spend 80% of time on social media, achieve 20% of results

Use 80% of social media platforms exclusively

Engage with 80% of followers to get 20% engagement

Achieve 80% of results by prioritizing 20% of tasks/resources (correct)

Which feature was first introduced by Facebook in 2006 to highlight users' updates?

Facebook Stories

Facebook Marketplace

Facebook News Feed (correct)

Facebook Groups

How do 'likes' on Facebook affect the brain?

They activate the same brain areas activated by opioids Signup and view all the answers

Which platform predates Facebook and is known for its representation of early social networking?

MySpace Signup and view all the answers

What is the primary characteristic of an echo chamber?

Encountering only reinforcing information Signup and view all the answers

Which skill is NOT typically associated with social media management?

Conducting live news broadcasts Signup and view all the answers

What is the purpose of an editorial calendar?

To schedule content production and publishing Signup and view all the answers

Which of the following companies is known for thriving in the Facebook ecosystem?

Zynga Signup and view all the answers

What does BuzzFeed utilize to enhance sharing on social media?

Emotional response elements Signup and view all the answers

How does Facebook's algorithm change impact companies relying on it?

It can significantly affect their audience reach Signup and view all the answers

Which aspect is NOT important for a social media manager's role?

Creating print advertisements Signup and view all the answers

What is a fundamental goal of clickbait as used by companies like BuzzFeed?

To evoke emotional responses leading to shares Signup and view all the answers

What is a primary function of the ranking systems used by social media platforms?

To personalize users' feeds based on their interests. Signup and view all the answers

Which of the following best describes the function of TikTok's algorithm?

It analyzes various user signals to tailor content recommendations. Signup and view all the answers

What are echo chambers in the context of social media?

Environments that reinforce existing narratives and beliefs. Signup and view all the answers

Which aspect is NOT part of what TikTok's algorithm uses to rank videos?

User purchase history. Signup and view all the answers

What is collaborative filtering used for in social media?

To predict user preferences based on social connections. Signup and view all the answers

What does the 'Objective Function' measure in a feed algorithm?

The final scores of content relevance. Signup and view all the answers

Which statement best describes how personalization occurs in social media feeds?

It is driven by machine learning analyzing user interactions. Signup and view all the answers

Using cocaine and social media can trigger similar sensations. What does this imply?

Both offer immediate rewards and feedback. Signup and view all the answers

What is organic reach on Facebook?

The percentage of fans who see posts without paid ads. Signup and view all the answers

What primarily contributes to the decline of organic reach?

Evolving social media algorithms favoring user experience. Signup and view all the answers

What is a Lookalike Audience in Meta Ads Manager?

An existing audience used to find similar potential customers. Signup and view all the answers

Which of the following is NOT part of the recap for Meta Ads Manager?

Organic reach statistics. Signup and view all the answers

What is the relationship between social media algorithms and paid advertising?

Algorithms prioritize user experience, prompting a shift towards monetization through paid ads. Signup and view all the answers

What does the term 'Post Boost' refer to?

A beginner feature that has been integrated into Ad Manager. Signup and view all the answers

Which statement about Meta's tracking tools is correct?

The renamed Meta tracking tools offer better tracking but are harder to implement. Signup and view all the answers

What factor should be considered when choosing a social media presence?

Alignment of audience profile with target audience. Signup and view all the answers

Study Notes

No single social media platform dominates the market
Over 50% of Instagram users also use TikTok each month
Over 80% of TikTok users also use Instagram
Few people use only one social media platform exclusively
Use the 80/20 rule to optimize social media presence, focusing on 20% of tasks that deliver 80% of results

News Feed Algorithm

Facebook News Feed was first introduced in 2006
Facebook's algorithm selects a handful of updates for users to see from thousands of potential updates
This algorithm prioritizes user experience and engagement over brand exposure
Facebook News Feed uses machine learning to determine which content is most valuable to each user

The Addictive Power of "Like"

"Likes" and comments on Facebook activate the same parts of the brain as opioids, releasing dopamine
This creates a reward system that encourages users to seek more likes and comments

Social media management involves managing organic and paid content
Owned media refers to content created by the brand
Earned media is content generated by others, like reviews and mentions
Paid media includes social media advertisements

Plan & execute editorial calendars based on content marketing strategies
Create or curate content, including copywriting, visual designs, and videos
Engage with followers, increase follower counts and retention
Run social media ad campaigns

Facebook Feed Ranking

Meta personalizes each user's feed using machine learning algorithms to rank content
This helps ensure users see the content that is most valuable to them

TikTok Feed Algorithm

TikTok’s algorithm analyzes thousands of signals from a user to determine what content they want to see
These signals, such as likes, comments, and time spent watching videos, influence which videos appear on the “For You” page

Collaborative Filtering

Used in conjunction with social graphs from social networks to predict user preferences
Helps predict content users might like, leading to increased engagement and time spent on the platform

Newsfeed Algorithm and Echo Chambers

Echo chambers in social media limit exposure to diverse perspectives
They reinforce existing narratives and ideologies by showing users content that aligns with their existing beliefs

BuzzFeed and Facebook

BuzzFeed relies on a Facebook ecosystem to reach its audience
They use clickbait headlines and create quizzes and listicles designed to evoke emotional responses
Facebook's algorithm is constantly changing, impacting companies like BuzzFeed that heavily rely on the News Feed for reach

Facebook Organic Reach

Organic reach is the percentage of a brand's followers who see their posts on their newsfeed without paid promotion
Facebook's organic reach for large fan pages is declining due to algorithm changes and increased competition for user attention

Meta Ad Formats

Meta offers various ad formats, including sponsored posts and organic posts
Sponsored posts are paid advertisements, while organic posts are free and rely on algorithm ranking to reach an audience

Campaign Objective

Meta Ads Manager allows setting different campaign objectives, such as awareness, consideration, and conversion
Choosing the right objective depends on the campaign goals and target audience

Campaign Structure

Structure includes a campaign, ad sets, and individual ads
Each component has its own settings and targeting options to optimize reach and performance

Budget and Placements

Budget and placements determine how much is spent and where ads are displayed
Placements can include Facebook, Instagram, and other Meta platforms

Audience Targeting

Target audiences through various methods, including saved audiences, custom audiences, and lookalike audiences
Saved audiences are predefined by demographics, interests, and behaviors
Custom audiences are created based on website visitors, customer lists, and app users
Lookalike audiences use data from existing audiences to find similar users who are likely to convert

Meta Pixel and Conversion API

Meta Pixel and Conversion API help track conversions and optimize ad campaigns
Both offer detailed tracking data, but the API is more complex to implement

Analyze target audience and determine which platforms are most suitable
Assess the ability to execute content marketing strategies and drive conversions
Due to fragmentation, determine which platforms best suit the brand's objectives

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Description

Explore the intricacies of social media usage, algorithms, and the psychological impacts of engagement. Understand how platforms like Instagram and TikTok interact and the significance of the Facebook News Feed on user experience. This quiz also delves into the addictive nature of online interactions and effective social media management strategies.