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Algorithms in Social Media

Group Presentation of my Producing Content for Social Media (Advanced) certification short course from the Caribbean School of Media and Communication (CARIMAC), University of the West Indies, Mona, Kingston, Jamaica.

Algorithms in Social Media

  2. 2. QUESTIONS ❏ What are the algorithms for Facebook, Twitter, Instagram, Youtube, LinkedIn, Snapchat, & Google +? ❏ What elements of their algorithms are important to marketers?
  3. 3. what is a social media algorithm?
  4. 4. ❏ It is a way of sorting posts in a users’ feed based on relevancy instead of publish time. ❏ Social networks prioritize which content a user sees in their feed first by the likelihood that they will actually want to see it.
  5. 5. Social Media Algorithms are either the best thing since sliced bread or the bane of your existence.
  6. 6. why do social media algorithms exist?
  7. 7. ❏ Algorithms exist to push brands to pay for social ads. ❏ The theory is if they can’t reach their audience organically, brands will turn to ads instead, which earns money for the social networks.
  8. 8. ❏ Before the switch to algorithms, most social media feeds displayed posts in reverse chronological order. The newest posts from accounts a user followed showed up first. This is still an option on Facebook and Twitter. ❏ Freshness is still a part of the way content is displayed in feed. Most people do not want to see Tweets from a week ago when they first open up the app. The difference is that social networks place more importance on showing you the newest content from the accounts you engage with the most.
  10. 10. ALGORITHMS 2003
  11. 11. ORIGINS ❏ Out of 500 million LinkedIn users, 50% are active monthly. ❏ 40% use LinkedIn daily. ❏ 41% of millionaires use LinkedIn. ❏ LinkedIn now has 3 million active job listings on the platform. ❏ LinkedIn is a social network for professionals created by Reid Hoffman et al. ❏ You can be a marketing exec at a major company, an entrepreneur or even a college student looking to explore future career options, it is for anybody who is interested in taking their professional life more seriously by looking for new opportunities to grow their careers and to connect with other professionals. STATS
  12. 12. Linkedin wants to limit the amount of cute cat videos or puppy memes out there that have nothing to do with the needs of their working professional demographic. linkedin To accomplish this goal, LinkedIn has stipulated a new process to determine what gets seen in the news feed.
  13. 13. ● When posts come in they are organized by type, i.e. text, graphic, link or video. ● In an effort to ensure that the post’s content is relevant to a group of working professionals, it is released to a sample size audience for testing. ● Based upon the sample audience reaction, (liking, commenting, or sharing) it is then moved to a larger audience or news feed. As of now, LinkedIn concedes that this is largely a bit of a manual process but they intend to keep to the concept of filtering to ensure that posts remain relevant to working professionals.
  14. 14. linkedin The diagram here shows how LinkedIn’s algorithm works on the feed and the 4 stages of the content review process.
  15. 15. Take a look at the sample post to the right. At the time of the screenshot, it was two weeks old. But, it had plenty of likes and comments (i.e. LinkedIn engagement signals). It was also liked by someone in their own network, and was relevant to content in their personal profile (such as marketing). You cannot see it in the screenshot to the right, but this post was ranked above another that was up for less than a day. As a result, the post kept showing up in their newsfeed, exemplifying the recirculation power of the LinkedIn algorithm.
  16. 16. what should marketers consider? ❏ Fill out your personal profile and company page and keep them updated. ❏ Encourage employees to indicate they work at your company. ❏ Participate in LinkedIn Groups, or host your own. ❏ Give and receive work recommendations. ❏ Make sure your profile is public, so more people can find you, add you and see your posts. ❏ Promote your LinkedIn profiles and company pages on your website and in other appropriate spaces by setting up customized urls for bios, business cards, brochures, email newsletters and email signatures. Understand the type of content that LinkedIn craves.
  17. 17. ALGORITHMS 2004
  18. 18. ORIGINS ❏ By 2006, anyone over the age of 13 with a valid email address could join Facebook. ❏ Today, Facebook is the world's largest social network, with more than 2.2 billion users worldwide as of January 2018. ❏ Facebook is a social networking site that makes it easy for you to connect and share with your family and friends online. ❏ Originally designed for college students, Facebook was created in 2004 by Mark Zuckerberg while he was enrolled at Harvard University. STATS
  19. 19. facebook The four key components of algorithms are: ● Inventory (content available) ● Signals (considerations about content) ● Predictions (considerations about person) ● Overall Score These four key algorithm factors serve the sole purpose of providing Facebook users with a better overall experience.
  20. 20. let’s give a break down Facebook’s aim, as with any social network, is to keep users engaged for longer periods. They focus on different data points which helps to decide what you see when you sign into your account. ● Average time spent on content ● Time of the posting ● Was the link shared by another person over messenger? ● Number of replies, comments, and likes ● Overall post engagement ● Publisher/brand post shared by a friend ● Type of posting ● How informative the post is
  21. 21. With the new algorithm there is more focus on these three activities in order of preference: ● Comments — Posts that generate a lot of (meaningful) comments and replies will move up in the news feed. ● Shares — The second most important ranking signal. Interactions with posts shared publicly (by friends on a timeline) or privately (via the messenger) will cause those posts to perform better. ● Reactions — The third important signal for active engagement. It is important to note that Facebook still values personal posts more than those shared by brands. The bigger picture… Facebook is encouraging users to talk more to each other hence reactions to posts from personal accounts will be preferred to posts made from pages. However, if pages are evoking the preferred reactions then those posts will rise to the top of the timeline.
  22. 22. what should marketers consider? ❏ Publish High Quality Content. ❏ Post Interaction Worthy Content. ❏ Better Understand The Needs Of The Audience. ❏ Avoid “Engagement Bait”. ❏ For example “tag a friend that looks like this in the morning” or “comment YES if you like burritos!” ❏ Embrace Live Videos. ❏ Harness The Power Of Facebook Group.
  23. 23. ALGORITHMS 2005
  24. 24. ORIGINS ❏ Youtube has 1.8 billion logged-in users. ❏ Males are primarily watching soccer or strategy games. ❏ Females are primarily watching beauty videos. ❏ 50 million people on YouTube are actively creating content. ❏ Founded in 2005. ❏ YouTube is one of the most popular video sites on the web today. ❏ Millions of videos have been uploaded and shared here, ranging from movie trailers to amateur videos of animals - and everything in between. STATS
  25. 25. The YouTube algorithm is the computerized system that determines which videos people see when they are on the site. Like the algorithms developed by Facebook and LinkedIn sites, it is all about showing users what they want (or at least what the algorithm thinks they want). youtube With over 400 hours of video uploaded every minute, YouTube needs a way to automate the selection of videos that surface to each user.
  26. 26. let’s give a break down In the YouTube algorithm—their “search and discovery system”—will not only decide which results visitors see when they search on the site, but it also determines which ones they will be shown in other sections of the site. There are 6 key places the algorithm impacts where your videos can appear: 1. in search results 2. the suggested videos stream 3. on the home page 4. the trending stream 5. under the viewer’s subscriptions 6. through any notifications they have set up.
  27. 27. Once upon a time... Originally the only thing the YouTube algorithm paid attention to in determining which videos would get a higher ranking than others was the total number of times anyone clicked “play” on a video. But views only showed the number of times a video player loaded, rewarding creators whose videos got a lot of clicks—regardless of how long the viewer watched. Creators started adding spammy descriptions of thumbnails, generating clicks and getting higher rankings, but not keeping viewers engaged. So in 2012, YouTube changed their ranking algorithm to reward engagement instead of clicks by dropping views in favor of watch time—a more accurate measure of how engaging users find a video.
  28. 28. Today... YouTube ranking algorithm focuses on how the audience interacts with videos, using artificial intelligence that “learns from over 80 billion bits of feedback from the audience daily to understand how to serve the right videos to the right viewers at the right time.” In broad terms, that audience feedback includes: ● What they do (and do not) watch. ● How much time they spend watching a video (watch time). ● How much time they spend watching videos during each visit (session time). ● Likes, dislikes, and ‘not interested’ feedback.
  29. 29. In the words of Youtube... “The goals of YouTube’s search and discovery system are twofold: help viewers find the videos they want to watch and maximize long-term viewer engagement and satisfaction.”
  30. 30. what should marketers consider? ❏ Create videos on a single topic. ❏ Watch time and sessions. ❏ Tweak your YouTube SEO by optimizing your title and description. ❏ Getting viewers to pick your videos through creative and eye-catching thumbnails. ❏ Get more loyal subscribers to click your notification bell. ❏ Build on the power of playlists. ❏ Learn from Youtube analytics.
  31. 31. ALGORITHMS 2006
  32. 32. ORIGINS ❏ In 2017, Twitter doubled the traditional 140-character limit to 280 characters. ❏ As of the first quarter of 2018, Twitter averaged 336 million monthly active users. ❏ Twitter is an online news and social networking site where people communicate in short messages called tweets. ❏ It is a form of microblogging (a combination of blogging & instant messaging). ❏ Jack Dorsey, then an undergrad at New York University, introduced the idea of an individual using an SMS service to communicate with a small group. STATS
  33. 33. “Our algorithm changes on an almost daily to weekly basis as the Twitter timeline algorithm has helped to increase Twitter’s key metrics, it is likely that Twitter will continue to test new ideas with its timeline” ~ Deepak Rao Product Manager (Twitter) twitter
  34. 34. Engage More Than You Broadcast Tweeting out links to your site might get you a little more traffic, but it is probably not doing much to earn you engagement, retain existing customers or build your Twitter presence. When you look at brands that drive a lot of engagement and have built strong communities on Twitter, they tend to spend a lot of time replying to incoming Tweets and sparking conversations. The trick is to stop treating Twitter as a lead generation tool, and more as a way to connect and engage with your audience. That means: ● responding to customer questions. ● resolving complaints. ● using Twitter Polls. ● asking questions. twitter
  35. 35. what should marketers consider? ❏ Promote your tweets. ❏ Reply to mentions. ❏ Use hashtags strategically. ❏ Re-use your top posts. ❏ Experiment with posting times. ❏ Consider running Twitter Ads. ❏ Use Twitter Video. ❏ Re-share your top tweets.
  36. 36. ALGORITHMS 2010
  37. 37. ORIGINS ❏ As of October 2015, over 40 billion photos have been uploaded to the service. ❏ Instagram (@instagram) is the most-followed user on Instagram (237 million followers). ❏ Instagram is a photo and video-sharing social networking service owned by Facebook, Inc. ❏ When it first launched in 2010, users could only post photos through the app and add filters without any extra editing features. STATS
  38. 38. instagram Here’s how Instagram’s Algorithm works: ● Instagram’s feed ranking is powered by machine learning, which is constantly adapting and improving based on new data. ● The algorithm was designed to bring increased likes, comments and engagement to Instagram content as a whole. There are 7 factors that determine how your post will perform in the Instagram algorithm.
  39. 39. instagram ● How much engagement your posts get. ● How long your content is viewed. ● Who engages with your account the most. ● What time of day you post. ● What type of content you post. ● Who searches for your account and how often. ● How often your posts are shared via direct messages. The 7 Factors!
  40. 40. what should marketers consider? ❏ Clear vision and strategy. ❏ Consistent frequency. ❏ Familiarity with your audience. ❏ Maximize on content value. ❏ Create human content not branded content. ❏ Measure results.
  41. 41. ALGORITHMS 2011
  42. 42. ORIGINS ❏ For the first quarter of 2018, Snapchat had 191 million daily active users . ❏ As of May 2016, Snapchat generated 10 billion mobile video views per day ❏ Snapchat is both a messaging platform and a social network that was created in 2011 by Evan Spiegel. ❏ It exists only as a mobile app. ❏ Snapchat has become all the rage among teens and young adults. STATS
  43. 43. snapchat Here’s how Snapchat’s Algorithm works: ● Snapchat now sorts content based on its importance and relevance to each user. ● Prioritizing snaps and discovering content that your past activity indicates are most valuable to you. ● Instead of organizing content in chronological order or placing what is considered popular by the masses first, Snapchat is now giving you a more personalized experience.
  44. 44. snapchat Now when you open the Snapchat app, in addition to the typical open-to-camera feature, you get a navigation screen in the form of a profile. There, you will see the views of your recent Story, of Snapchat’s Our Story, and of your other group Stories. There, you can also easily access Snap Map. “@Snapchat'snew#algorithmprioritizes themostrelevantcontentforeachuser. #socialexperience.” ~viaTwitter
  45. 45. Your new Snaps and chats are located at the top of the Friends tab. Closest friends’ snaps come next, which are then followed by Snaps from other less interacted-with users. Instead of one Snap playing after another or you manually choosing which Stories to view, a brief preview screen in between Stories show which friend’s story comes next. You can use this preview feature to either swipe down to exit or swipe to the next preview.
  46. 46. What should marketers consider? ❏ Snapchat will now promote popular, content-approved stars to new audiences. ❏ In other words, users may see content from a social media star they do not currently follow under Popular Story. This is a good incentive for anyone who wants to monetize as a social media influencer, as there is greater promise for growth.
  47. 47. ALGORITHMS 2011
  48. 48. ORIGINS ❏ Today, there are 2.2 billion Google+ user profiles, out of which 440 million are active monthly users. did you know? ❏ Google+ was opened to a small # of users to test in June 2011. They gave those initial users invitations to invite a small # of their contacts. It was given an overhaul in April 2012. ❏ Google + or Google Plus is a social network from Google. ❏ To join Google+ you need a Google account (such as for accessing Gmail). ❏ Some of its tools and features come from existing services and platforms, such as the Picasa photo storing and sharing platform. STATS
  49. 49. google+ Google Plus is unique because it functions as a micro-blogging, video-conferencing and community-based forum all at once. Consequently, it offers multiple ways to share your content with an interested audience.
  50. 50. How Google+ Differs From the Others Video Chat (Hangouts) One feature that Google+ offers that is appealing from a business perspective is video chats. Streams This allows you to tweak your Google+ streams so that you can view them exactly the way you want to see them. Searching​ Using Google+ and tying it to your Google Profile, you will start to see some rapid spikes in search traffic.
  51. 51. Other Google+ Features ❏ Circles are like categories for your connections, so that you can share updates selectively with different groups. ❏ Huddle is an option for text message group chats. ❏ Instant upload is an option to automatically send pictures and videos taken with a cell phone to a private photo album. ❏ Streams are similar to Facebook news updates but you can see updates for particular circles rather than updates for everyone at once. ❏ Sparks are topics that you want to discuss with others. The interface is an adaptation of Google search. ❏ Google+ is integrated with other Google applications, such as Gmail, Google Maps, Google Drive and Google Calendar.
  52. 52. let’s give a breakdown... This platform was founded on the principles of learning, sharing, caring and growing as a community. There is only one feature of Google+ that incorporates algorithm in how posts appear, i.e., Communities. The approach to timelines in Communities brings the group section of Google+ in line with how users' timeline work. Once enabled, posts will be sorted according to relevance rather than time of posting, although Google has not revealed quite how relevance will be determined.
  53. 53. Relevance is determined by mutual connections and shared interactions These may fall into either description: ❏ Your mutual connections with people on Google products such as Gmail. ❏ Interaction you have had with others on Google products. ❏ The links you have added to your profile. ❏ The connected accounts you have linked on your Google Account. ❏ The people who are in your extended circles. ❏ Friends on external sites, when those friends have connected their accounts on their Google+ profiles.
  54. 54. What should marketers consider? ● Maximize on Circles as you can separate your followers into different groups so when you are making an announcement or just posting your latest press release, you can choose who you want to share this information with. ● Post Content ● Track the Content
  55. 55. CONCLUSION In a nutshell, you need to understand social media algorithms for the following reasons: ❏ IMPACT: To ensure that your content creates the greatest impact possible. ❏ ROI: To ensure the time and effort spent publishing to these platforms has the greatest return (ROI - return on investment). ❏ REPUTATION: To become a long-term trusted source of information. ❏ BROAD SOCIETAL IMPACT: Communicators need to keep up with social changes to be able to make an impact. ❏ CONSISTENCY FREQUENCY: to be frequently active. ❏ AVOID ENGAGEMENT BAIT: posting a photo or making a post with little or no conversation thread.
  56. 56. REFERENCES
  57. 57. d0b2b0b er/ REFERENCES
  58. 58. #PastaPeoples
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Group Presentation of my Producing Content for Social Media (Advanced) certification short course from the Caribbean School of Media and Communication (CARIMAC), University of the West Indies, Mona, Kingston, Jamaica.


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