Social Media Marketing For Business – Understanding Algorithms
The rise of social media algorithms has changed the way companies do social media marketing. Before algorithms, post visibility used to be about when you posted or how often you posted throughout the day. Over time, this changed how social media worked given the millions of Facebook accounts created, and the amount of clutter accumulated across a general newsfeed. Algorithms were thus created as a way for users to see posts they are more likely to be interested in and engage with based on interaction. While some algorithms are still dictated by how long-ago posts were shared, they assist by suggesting similar accounts and users that share content closer to that in which they engage with frequently.
Therefore, the more you engage with certain brands, influencers, or people you know, the more likely they are to show up in your timeline and you in theirs as well. For algorithms to work, it requires businesses to strategically engage with their audience. By asking questions, tagging friends, using hashtags, call to actions, “like” and commenting on posts, it stimulates an interaction and encourages users to engage with your content more frequently.
Boosting a post is also a great way to generate traffic to your website or business page, as it allows your posts to show up organically within a timeline alongside posts that other users are engaging with regularly. The key difference is that these posts will appear as “Promoted” or “Sponsored”, yet they allow your business the exposure you are looking for when there are important messages needing to be shared with followers. This is one of the best ways to use advertising on social media as a tool to showcase your business easily without hassle.
Depending on the social media platform you choose, different platforms have different algorithms and require different ways of remaining relevant in order to engage with your audience. For instance, in order for Twitter to remain authentic to its original structure, it announced it would not use a fully algorithmic timeline in order for posts to remain live and in real-time. Therefore, the half-life of a tweet is 24 minutes, meaning tweets gets a majority of its interaction within the first half hour after being posted, and slowly tapers off afterward. For Facebook, its about 5 hours, and for Instagram its 19 hours.
Using demographics as a tool to gear your marketing strategy is a good way to leverage these algorithms in your favor. Knowing your audience helps you create content that targets these demographics in the future. As a business, connecting with influencers in your market helps to keep your business familiar with leading distributors in the industry, as well as suppliers, competitors, customers ect., and stay familiar with current trends taking place in the market.
The key takeaway in mastering algorithms for networking is to consistently engage with your customer base, and that means “like”, share, and comment, but most importantly- listen to your audience more than you post. Paying attention, helping them solve problems, and interacting with their posts will initiate that relationship relevance that allows you engage with them more often and show up in their news feed in the future.
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