6.1 Social Media.pdf

Social Media IS3150 AY 24/25 Sem 1 Professor (Adj) Lai Kok Fung Social Media Unlike search engine, social media use is fragmented. No one single social media dominates. Daily Use vs Time Source: https://wearesocial.com/sg/blog/2024/01/digital- Spent...

Social Media IS3150 AY 24/25 Sem 1 Professor (Adj) Lai Kok Fung Social Media Unlike search engine, social media use is fragmented. No one single social media dominates. Daily Use vs Time Source: https://wearesocial.com/sg/blog/2024/01/digital- Spent 2024-5-billion-social-media-users/ 3 Audience Overlap Over 50% of IG users also use Tiktok each month Over 80% of Tiktok users also use IG Very few uses only 1 platform exclusively Choosing social media platform, use 80-20 rule, i.e., achieve 80% of results by prioritizing 20% of your tasks/resources. 4 Market Size by Ad Format (Digital + Conventional) https://www.marketingcharts.com/advertising- 5 trends/spending-and-spenders-230611 Advertising Revenue: Comparison  State of Social Media Learning Social Media Outcome Management Meta Ads Platform 1 Before Facebook, there were Friendster & MySpace 8  9 Social Media before Newsfeed Facebook News Feed Facebook News Feed, first introduced in 2006, highlight information that includes profile changes, upcoming events, and birthdays, among other updates. Using a proprietary method, Facebook selects a handful of updates to show users every time they visit their feed, out of an average of a few thousand updates they can potentially receive. https://en.wikipedia.org/wiki/News_Feed The Addictive Power of “Like” “Facebook likes and comments activate similar parts of the brain as opioids, where each like or positive comment activates the reward system and the brain releases dopamine. Similar sensations occur when someone eats food they enjoy, have sex or use other substances, including cocaine.” http://www.foxnews.com/tech/2017/12/29/f acebook-cocaine-opioids-how-addictive-is- social-network.html https://www.channelnewsasia.com/singapore/youth-depression-anxiety-stress- 12 social-media-body-image-cyberbullying-4617641  Google Plus: A Failed Experiment 13 Social Media by Functions 14 By Geography 15 Other Divisions 16 Social Media: Basics 17  Facebook Feed Ranking https://transparency.meta.com/en- gb/features/ranking-and-content/ We personalise each Feed for our more than two billion users by using state-of- the-art machine learning systems to rank content. Because most people have more content in their Feed than they could possibly browse in one session, these ranking systems help ensure that people see the content that is most valuable to them. 18 Tiktok Feed Algorithm https://buffer.com/resources/tiktok- algorithm/ TikTok’s algorithm works by analyzing thousands of signals by a user to determine what kind of content they most want to see. These signals — things like likes, comments, follows, and how long they spend on a particular video — determine what videos appear on their ‘For You’ page and in what order. 19 Design your feed algorithm: machine learning demystified 1. What is the “Objective Function” that measures the final scores? 2. What are the features (signals), and how are they combined to compute the objective function? 3. How are the variables adjusted according to observed data? 20  https://en.wikipedia.org/wiki/Collaborative_filtering Collaborative Used together with social graph from social network to Filtering predict what you may like (and therefore spend more time on) 21 Newsfeed Algorithm à Media Echo Chamber On social media, it is thought that echo chambers limit exposure to diverse perspectives, and favor and reinforce presupposed narratives and ideologies. An echo chamber is "an environment where a person only encounters information or opinions that reflect and reinforce their own.” https://en.wikipedia.org/wiki/Echo_chamber_(m edia) 22  2 3 Social Media Management Organic vs Paid  Owned, Earned & Paid Media Social media fires on all 3 cylinders 24 Skills of Social Media Manager Plan and execute editorial calendar according to content marketing strategy Create or curate content, i.e., copywriting, visual designs, video skills Engage with followers, increase follower counts and retention Run social media ads 25 Planning Social Media Content Key Marketing Message Editorial Calendar An editorial calendar is a visual workflow that helps a team of content creators schedule their work on a daily, weekly, or monthly basis. Editorial calendars can help you track content types, promotional channels, authors, and most importantly, publish dates. 26 How many posts per week? Organic Reach & Virality 2 companies that thrived on Facebook ecosystem: Zynga BuzzFeed 28 BuzzFeed: Listicles and Quizzes https://www.wired.com/story/buzzfeed-news-facebook-future/ 29 Clickbait BuzzFeed measures and distills elements that invoke emotional responses that will prompt people to share on social media. It develops analytical tool to measure effectiveness of sharing and test out multiple versions of headlines.  Facebook Algorithm Change To preserve user experience, Facebook changes Newsfeed algorithm periodically. These changes have had big impacts on companies relying on the newsfeed ecosystem to reach their audience. https://socialbee.com/blog/facebook-algorithm/ 31 Facebook Organic Reach Too many posts compete for attention Organic Reach: % of your fans who will see your post on their newsfeed without paid boosting / ads Less than 1% for large Fan Page The decline of organic reach is primarily due to evolving social media algorithms that prioritize user experience over brand exposure, along with the platforms’ push towards monetization through paid advertising. https://www.linkedin.com/pulse/why-organic-reach-declining-2024- alternatives-vassi-rangelova-im7wf/ User & Access Management Page Manager FB/IG 33  Meta Ad Formats Sponsored Ad Formats Organic Post https://www.facebook.com/business/ads 34 Campaign Objective https://www.facebook.com/business/ads-guide/update 35 Campaign Structure 36 Budget & Placements 37 Audience 38 Types of Audience Meta Pixel & Conversion API Better tracking but Renamed more difficult to to Meta implement 40 Lookalike Audience Use existing audiences to find similar audience who may convert 41 Recap: Meta Ads Manager Ad Manager 1. Campaign, Ad sets, Ads 2. Marketing Objective: Awareness, Consideration, Conversion 3. Audiences: Targeting (Saved), Custom, Lookalike 4. Budget 5. Rules 6. Reporting Functions Post Boost beginner feature, has been rolled into Ad Manager  43 Choosing the Right Social Media Presence Fragmented! Are you able to Does the audience execute content Can you drive profile fit your marketing strategy target audience? conversions? on this platform? Instagram Ad Platform: via Meta Tiles Feed 44 Tiktok 45  Used more by B2B companies Linkedin Usually more expensive compared to FB Able to target based on industry, company, seniority etc. WeChat & Xiaohongshu For Chinese Communities Challenging to operate for companies outside of China 47 Wrapping Up 1. Social media is fragmented. Select and invest based on target audience and available resource (manpower + budget). Prioritize using the 80-20 rule. 2. Create relevant content for your audience. Virality is desirable but hard to achieve. 3. Most social media ad platforms adopt the same principles. Set the right campaign objective. Select your audience carefully. It is usually better to build and use audience who has interacted with you, compared to creating fresh ones. Use Lookalike or Advantage+ audience to expand reach. Compare and optimize 4. These platforms are more challenging to operate for now: Telegram, WeChat, XiaoHongShu 48