Social media algorithms are quite similar to a data puzzle just waiting to be solved for many social media experts and marketers. And for businesses, they can also be a nightmare because they don’t know what’s going to hold their content down. On the other hand, algorithms of social media platforms may seem helpful to the average social media user as they assist to navigate through content and only receive relevant content rather than random posts.
Such algorithm issues are often quite hard for even marketers to understand as they are in constant struggle with algorithms and often user trial and error methods for getting the job done. Many times, their campaigns pick up the pace from the very start, whereas in other cases, it may take from a couple of months to a quarter to even a campaign to start showing results. The silver lining in all this is that social media algorithms are not as mysterious or spiteful as business owners often think.
Here is a detailed break up of information regarding social media algorithms and how we can understand them better for greater results.
Understanding Social Media Algorithms
As simple as it can be; an algorithm is a set of mathematical equations that specifies the behaviour of a batch of data. On social media, algorithms help maintain order and not to mention their role in deriving search results’ ranking and advertisements. Social media platforms use algorithms that direct pages and content to be displayed in a certain order.
With billions of users worldwide, social media platforms have to manage and monitor a humongous number of online users every minute. Such a task is humanely impossible, which makes complex algorithms quite crucial in the overall management of content and data. In any case, only these big social media platforms truly understand how their algorithms work, but still, there’s a window for social media experts and strategists. They can identify patterns through case studies that reflect patterns in user behaviour, the type of content, advertisement display, distribution of advertisement, and so on.
Therefore, there’s a need to closely observe and understand the patterns in key social media platforms across the globe. Here’s a detailed analysis of the functioning of algorithms of a few major social media players.
Facebook’s algorithm layout is focussed around meaningful customer management. The algorithm is created for intensifying the significance of local, familial–friendly posts for improved viewership instead of business-oriented content. On the other hand, paid content that is usually business-oriented is ranked separately. However, even that content revolves around better user engagement, response and relevance to the content.
This shows a pattern in which the algorithms are directed towards creating and circulating user-friendly content. The algorithm also looks after spam management as its discarding of more than 500 million fake accounts since 2018-19 shows its concern and effectiveness of algorithms.
Quite different from Facebook, Pinterest follows a different layout and follower strategy, which focuses on a guided search method using the data collected from previous user interactions to encourage new engagements.
For instance, if a user had previously viewed wedding hairstyles, then the Pinterest algorithms are more likely to show more wedding hairstyles the next time that user logs in.
The benefit of such an interest-based algorithm is that it always shows the user something they already like. This pushes content that is more likely to be consumed and enjoyed.
LinkedIn is a leader in the professional world of B2B marketing which is recognised by all unanimously. This is a social platform dedicated to networking. Whether it is about connecting job-seekers to employers or service providers to clients, LinkedIn facilitates business-related interaction; even for the Fortune 500 companies.
LinkedIn utilised an algorithm that uses connection and engagement as a benchmark. This algorithm and its tracking are so strong that it only focuses on relevant content. This is proven by incidents where despite not having a lot of links in someone’s networking chain, they can still build their network later if they have read-worthy content.
No matter how much speculation and patterning goes into the minds of social media experts, social media algorithms will continue to challenge them and keep them on their toes. In any case, understanding algorithms and their functioning is crucial for growing your social presence in the long run. In such a scenario, SMO experts in Australia will have to do anything that they can to stay in the good graces of each network’s algorithm.
O3 Digital is the best SEO media agency in Australia that believes in maintaining transparency in processes and communication, cultivating long–lasting relationships, speedy communication, discipline in commitment and solutions–focused attitude. Their processes and dedicated staff have been the driving force behind their goal of achieving clients’ objectives such as increasing their traffic, leads, and revenue to maximise ROI.
Social media is as much a marketing landscape today as a traditional one. And among all, Facebook is still one platform that gives businesses the traction and lead they deserve. After all, it is home to more than 2 billion monthly active users across the globe and Facebook marketing for businesses is one of the most viable digital marketing options today. Whether it is about setting up a new page for your up and coming business or you want to revamp an existing one, it’s a great initiative.
However, no matter how simple it might seem, setting up a Facebook business page requires a detailed strategy that covers all the possible aspects needed for maximum retention and engagement. This is because not having a comprehensive strategy for your business’s Facebook page reduces the probability of lead generation and customer engagement.
Here are a few useful tips to make your business Facebook page the best it can be.
Tip – 1: Don’t Ignore the Significance of Filling out the Basic Information
When creating a Facebook page, it asks for the basic information categorically for ‘business’ and ‘personal’ pages. After that, you can enter basic information such as the name of the page, category of the business (industry), address and contact information. Here, you have to keep in mind that you will not be able to change the page name later, so you’ll have to be careful about it. In addition, fill in all the details cautiously in one go as changing basic details too often also negatively impacts the customers.
Tip – 2: Add a Catchy Profile and Cover Photo
The profile photo cannot exceed the resolution of 170 px X 170 px with square dimensions. Similarly, the cover photo has to be in the landscape dimensions with the best resolution of 820 px X 462 px. Here, you have to be quite aware that the images you are using must be in-line with your industry, business and of course, the content that you are going to post on a regular basis. In addition, never ever post a cover or profile photo of your business’s founder, CEO as it is often considered unprofessional among clients.
Tip – 3: Don’t Miss Out on Page Details
As soon as you’ve completed the previously-mentioned steps, Facebook will pop-up a few tips to help you complete your overall page set up. However, you can also go to the ‘settings’ and choose and fill fields such as Description, Category, Contact Information, Location, Hours (time frame when you/page admin is available for interaction), and more (in-case you want to specify the price range, products/services description, other information, etc.). All these details will be displayed on your ‘about’ page and therefore, you’ve got to be entering information that is precise and extremely relevant.
Also, do not forget to add a username to your page as it will automatically create a separate, unique URL that you can share with your clients and customers. And not to forget the ‘add a button’ option as it allows you to add a custom CTA that your clients and customers can use to send messages or even make phone calls.
Tip – 4: Add a Personal Touch
This is one of the critical steps as customising your Facebook page with all the possible UX, UI elements will help a visitor better engage with your marketing goal and message. You can use different free and/or paid templates that will add a certain look and feel to the page. It will convey the type of products and/or services and services to the visitors and will also make your brand stand out from the competition. Here, the key is not to add the best design or images to your template; instead, it should be about making it more user-friendly and in-line with the overall marketing strategy.
Developing a smart Facebook marketing strategy and implementing it is one thing and they being successful is another. Therefore, marketers need to regularly monitor and adapt their strategy so that they can measure its proficiency and make changes accordingly.
O3 Digital is the best social media marketing agency in Australia that believes in maintaining transparency in processes and communication, cultivating long–lasting relationships, discipline in commitment and a solution–focused attitude. Their Facebook business page management service can be considered one of the best in the industry as their dedicated staff has been the driving force behind their goal of achieving clients’ objectives such as increasing their traffic, leads and revenue to maximise ROI.