Can a Cat Beat the Social Media Algorithm?

Tuesday, 03 July 2018 Written by Published in Projects

can a cat beat the social media algorithm

Oh, social media, you had us at algorithm. What I mean by “had us”, is you confused us, toyed with us, and made us change our approach, again…and again…and oh, yes, it will happen again. Anyone marketing on social media knows there have been drastic changes over the past 24 months, and social media platforms are not making it easier.


What’s the algorithm, why should you care, and can you master it?
If your lifestyle is in anyway dependent on marketing and customer reach, you should care about the algorithms employed by sites like Google, Facebook, Twitter, Instagram and LinkedIn. We could say an algorithm is a deep, dark cauldron full of toad stools and magic beans, that somehow determines our entire social media presence, but that’s overkill. It’s simply an incredibly complex, ever-changing set of parameters that determine what we see, how often we see it, and for some reason thinks it knows better than we do what we’re interested in. Algorithms are understood to be a necessary evil to filter the “best results” for the platform’s customers, and lots of people invest truckloads of time, money, and energy into competing with other algorithms to keep your attention. Unfortunately, there isn’t a quick and easy handbook to follow; it takes observation, practice, and testing to see if you are mastering the algorithm.


Social media moguls have been listening to their users about their dissatisfaction regarding the inundation of sponsored ads and are finding ways to maximize THEIR customers’ experience, not YOUR customers’ experience.
(That’s important to keep in mind when planning your marketing approach; it’s best to not put all your eggs in one social-media basket.) Through a process called Deep Learning, Facebook has been a pioneer of sorts manufacturing its newsfeeds into a balance of viral fluffy pet videos, family and friends, and advertising. Whether or not you’re spending ad dollars on a social media platform, you may be noticing that your reach is not going as far for the money you are spending. It’s because through processes, like Deep Learning, the social media platform can guesstimate if your post is going to be engaging or not and determine if they want to use their precious balancing time to promote your particular post.

Do not despair! This does not mean that the big guys, like Coca-Cola and As Seen On TV, automatically receive the bulk of the allotted advertising spots. They may not be getting their dollar’s worth either because their ads do not have what the social media platforms desire:

  1. Connecting, emotional story lines. This is why big brands are partnering with more influencers because influencers can have bookends on their videos and platforms, they can plug an item midway through a video, and so on. The impression goes further when it’s delivered or partnered correctly.

  2. Image recognition. Have you liked more than five posts with cats? Well, then by gum, you are going to see more cats! Deep Learning tracks the images that appeal to you and will show you similar images as often as they can to keep you on their app. Does your brand make the most of image recognition without being tagged as “fake news” or “spam”? Be honest in your pitch. If people like office furniture and you sell office furniture, then show them office furniture. With a cat on it.

  3. Death on Click Bait! Social media has been hit hard by fraud and fake news, often driven through click bait so they are fighting back. Learn what click bait is and how to avoid it.

  4. Engagement. Likes aren’t enough anymore to ensure more impressions will be made. It’s truly about conversation. Struggling with engagement? Ask friends and family to engage. Pay a homemaker, a college student, or a retiree to comment “Wow, that’s great” and then make sure your social team replies with “Thanks, it’s also on sale this week. What color would you like?” or something equally brilliant. Ask questions. Start a poll. Start a hashtag. Be creative, but work on your engagement. Create posts and test to determine what is the most engaging way to involve YOUR audience. Test often because the algorithm changes and what worked in July may not work in October.

  5. Reachability. On TV, sometimes you’ll see national advertisements for products or services that you can’t buy in your area. That’s not as likely to happen on social media because advertisers have the power to select fairly specific demographics and locations, and that impacts the algorithm.

  6. Oh, there’s more. There’s LOTS more. Remember, this algorithm is complex and ever-changing. That’s why it’s important to be fluid, alert, and adaptable.


Want to learn more about social media advertising and the algorithms?
Schedule social media training with Leslie Laney at A Media Marketing. Contact us today!

 

instagram training

You want to reach Millennials and Gen Z’s, huh? Well, then you need to master Instagram and Snapchat and understand the do’s and don’ts of these social media machines. This little nugget of free information will focus on Instagram, but we offer social media training for both.

The DO’s

  • Use IG Stories – It puts you front and center.
  • Tag others. You already know you can tag others in the caption, but did you know that you can tag other IG users/brands in your Story? Write down (or memorize) the username of whom you want to tag. Take or load an image into the Instagram Stories, click on the screen OR tap the Aa icon in the upper right-hand corner to add text. Type the @ symbol followed by the username, a menu should appear and you can select the correct account.
  • Check the video’s audio before posting! Take an amazing video but the audio just doesn’t work or is downright inappropriate? Select the video to upload and hit “Next.” Tap the volume control icon at the top to mute the video’s sound and then click “Next” again. Complete the post and share sound free.
  • Hashtags – second to the image, they are king in IG land and they can be the key to your reach. Pay attention to what is trending and strategize how you can pony with other hashtags to be relevant, inspirational or educational.
  • An Influencer can change your entire relationship with your customers. You can approach an existing influencer or possibly create your own. Or a bit of both!
  • Creativity – Above all, creativity is what is going to capture followers. Whether it’s amazing photos, a notable influencer, or something different (like a scavenger hunt or contest), your followers want to be WOW’ed!


The DON’Ts

  • DO NOT OVERWHELM THE FEED. Go back, read that again. Want to lose followers? Load 50 pictures of something all at once, during the peak viewing time of the day. Sprinkle content. Sprinkle it over multiple days, if necessary.
  • Times they have a changed and using a third-party scheduler is a NO-NO, despite each social media manager’s desire for a social life. Social media platforms want you to use their system, and are cutting down on bots posting. Instead, use the apps built-in hacks, like “Save Draft” so you can pre-load your messaging before your wi-fi-free vacation, and your trusted assistant can log in and launch them for maximum reach.
  • Avoid being BORING! If your business is to sell one thing, you’re going to want a campaign that makes that one thing relatable, and it’s not the same post 200 times. People want to be engaged.


Did you know there is a secret Instagram menu?
Do you want to learn the secret handshake that unlocks it? Schedule Instagram training with Leslie Laney. Contact us today!

Here are some topics we’re happy to help you or your organization with, or you can ask for a custom experience:

The Basics of Instagram – How to add multiple accounts to separate personal from business, how to post, how to create stories, exploring filters and other IG tools

Intermediate Instagram – Social media marketing 101, including an introduction to themes and stylization, posting management, including how to hide offensive commenting, start Live videos and join live videos, hashtags and engagement

Advanced Instagram – Exploring the secret menu, creating IG campaigns, using branded and unbranded hashtags to build user content, the power of influencers, Instagram ads management

Instagram Art – Tips and tricks on how to create interesting Stories and Posts using apps, filters, and built-in features.

Snapchat 101 – Getting started on snapchat, profile management, using filters

Snapchat 201 – Using Snapchat Kit and Snapchat Ad Manager Advanced Snapchat – Planning a Snapchat Campaign

 

The Music Of Michael Jackson Tribute Concert

Wednesday, 06 June 2018 Written by Published in Projects

michael jackson tribute concert
Photo caption: "Having a blast with my dear friend Heidi Smith!! Thank you The Florida Orchestra and American Marketing Association - Tampa Bay!!"


The Music of Michael Jackson Concert at Mahaffery Theater!

Our A Media Marketing Ninja, Beth Foreman, had the pleasure of attending a Michael Jackson Tribute concert at the Mahaffey Theater in St. Pete thanks to The Florida Orchestra and the American Marketing Association Tampa Bay Chapter. Enjoy watching the fun video footage of the MJT Concert!


The acclaimed vocalist, James Delisco, performed Michael Jackson's epic hits, featuring Thriller, Man in the Mirror, Billie Jean, Beat It and more, including a wide variety of the King of Pop's 40-year career all the way back to the Jackson 5! Brent Havens conducted a full rock band and The Florida Orchestra.

 

 

 

 

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