taming the 3-headed beast_amcsus

EdgeRank

Madeline(Senkosky,(Community(Manager

www.edSocialMedia.com

@madelinesen(//(@edsocialmedia

Friday, April 20, 12


Photo: http://www.flickr.com/photos/telmo32/4646881661/4 different topics that have three arms to each topic

The Rules of ThreesFriday, April 20, 12


April 2009 May 2010 July 2010 January 2011 July 2011 Today0

180

360

540

720

900

*million! Source: Facebook http://www.facebook.com/press/info.php?timeline


200, 400, 500, 600, 750, TODAY: 845Facebook saw over 300 million new accounts added in a little over a year.Go where our constituents are. 483 million daily active users as of December, for year over year growth of 39% and 48% respectively. Mobile is also now half the user base, with 425 million monthly actives.

http://www.facebook.com/press/info.php?timeline

http://www.facebook.com/press/info.php?timeline

How do you

consume?

Friday, April 20, 12Remember&this&is&where&the&majority&of&cons3tuents&will&see&your&info….&Most&will&never&navigate&back&to&your&page’s&wall….

Friday, April 20, 12Once&a&user&has&clicked&the&“Like”&buCon,&the&majority&of&the&Facebook&consump3on&is&done&through&the&News&Feed.&

They will rarely come back here…

Friday, April 20, 12Page&–&official&presence&for&public&figures,&ar3sts,&bands,&businesses,&places,&entertainment,&causes,&brands,&or&products&to&share&informa3on&and&

interact&with&fans&on&Facebook&


But, really, the dirty little secret with social media success and keeping people plugged in and engaged is content.

In the News Feed

Friday, April 20, 12Remember&this&is&where&the&majority&of&cons3tuents&will&see&your&info….&Most&will&never&navigate&back&to&your&page’s&wall….


Social media participation is growing. Schools are actively pushing to build their networks. There’s been this idea that just being in the space is enough, but is it really? How can you stand out about the crowd?

Racing to 2000 fans!


Social media participation is growing. Schools are actively pushing to build their networks. There’s been this idea that just being in the space is enough, but is it really? How can you stand out about the crowd?

10

Friday, April 20, 12Photo: http://www.flickr.com/photos/andyhay/239756376/


You do this by creating & sharing compelling content that speaks to these fundamental needs. Your school enjoys a fan base that, for lack of a better word, “consume” your narrative stream or long story. The object is to begin bringing applying families into this stream. This requires that you give fans and families substance- not necessarily formality, but substance- events, stories, narratives, happenings and achievement on campus. Show the ways students are growing and learning- real and substantive. Engage your fans by sharing the school experience.

Create, curate & share compelling content.


You do this by creating & sharing compelling content that speaks to these fundamental needs. Your school enjoys a fan base that, for lack of a better word, “consume” your narrative stream or long story. The object is to begin bringing applying families into this stream. This requires that you give fans and families substance- not necessarily formality, but substance- events, stories, narratives, happenings and achievement on campus. Show the ways students are growing and learning- real and substantive. Engage your fans by sharing the school experience.

The Rules of ThreesFriday, April 20, 12


3EdgeRank


The first Rule of 3 is Facebook Edgerank:“In short, this algorithm decides what is most important on Facebook for a specific user by taking into account which pages/profiles that user frequents, the popularity of it, and most importantly, how recent the post is.” It also considers the “weight” of the post, meaning what objects are correlated with the post.

Read more: http://blog.hubspot.com/blog/tabid/6307/bid/30305/How-Timeline-Radically-Changes-Your-Facebook-Marketing-Strategy.aspx#ixzz1l37pDHfo

3 Affinity

EdgeRank




3 AffinityWeight

EdgeRank




3 AffinityWeightTime Decay

EdgeRank




http://www.6smarketing.com/facebook-edgerank-algorithm/


Affinity is dependent on a user's relationship with an object in the news feed. For example, if you don’t interact with a page very frequently or you rarely click on links on an old high school classmate’s profile, their news updates will appear in your newsfeed less frequently than someone you might interact with everyday, such as your sister or best friend.

This actually impacts the return of your page in the search, too.Do you frequently interact with the person or page? Have your friends been interacting with the person or page’s status?



Affinity







Affinity is the user’s relationship with the items creator.

Affinity








Affinity


>>The more a person comments, likes, or interacts with your posts, then the more likely your update will show up in their News Feed.







Affinity


>>The more a person comments, likes, or interacts with your posts, then the more likely your update will show up in their News Feed.

>>The more a person’s friends comment, like or interact with your posts, then the more likely your update will show up in that person’s News Feed.






So how do you increase your affinity with people when you

function as a page?



only photos posted by the admin display in top baroption to hide photosability to unhide photos as well: Select the "Edit Page" button from the top-right of your Page, and then select the "Profile Picture" tab. From there, you can select the "Unhide All" button that appears next to "Row of photos at top of profile."

Use Facebook as your page



Tag people in your posts



Create an album



Ask for a one-word answer


Ask for feedback


Ask for a poll question



Publish=publicCustomize=specify demographicCustomize your caption for the re-post

Interact directly with fans





Weight is determined by the type of object, such as a photo/video/link/etc.If a fan views a video (especially a video uploaded directly to Facebook, then the object will receive a bigger weight than if the post is simply a link.



Weight






Weight combines what type of object and what type of interactions it’s receiving.

Weight







Weight


>>Videos, photos, and links are generally considered to have the highest weight.






Weight


>>Videos, photos, and links are generally considered to have the highest weight.

>>General text updates (with no videos, photos or links) carry the lowest weight.





3Friday, April 20, 12

The first Rule of 3 is Facebook EdgeRank:“In short, this algorithm decides what is most important on Facebook for a specific user by taking into account which pages/profiles that user frequents, the popularity of it, and most importantly, how recent the post is.” It also considers the “weight” of the post, meaning what objects are correlated with the post.


3 Videos




3 VideosPhotos




3 VideosPhotosLinks





Chamberlain Hunt Academy

Share the fun



Acknowledge students!



Tag & share slices of life



3Friday, April 20, 12

Comments carry a heavier weight than Likes, but Likes are stronger than re-shares.

3 Comment



3 CommentLike



3 CommentLikeShare



Ask for feedback



Clear calls to action!

Ask for feedback


Clear calls to action!


Publish=publicCustomize=specify demographicMultiple people shared, it would say “shared x amount”

Share a status


Publish=publicCustomize=specify demographicMultiple people shared, it would say “shared x amount”

Share a status



Modify the title Change the caption


Modify the title by clicking on itChange the caption by clicking on it. NO EDIT buttons

Modify the title Change the caption

Share a status


Modify the title by clicking on itChange the caption by clicking on it. NO EDIT buttons


Type of Content


Type of Content: Is it a video, photo or link? Did you upload a video directly to Facebook? Did you share a photo album in Facebook’s Photos? Did you re-share someone else’s link? Type of interactions: Do you comment, like or re-share that person or page’s update? Comments tend to hold



Type of Interaction


Type of Content





Type of Interaction


Type of Content

Relationship to the object






Friday, April 20, 12The(last(variable(is(Time(Decay,(as(an(object(gets(older,(the(lower(the(value.

>>Facebook(is(now(concerned(with(the(relevancy(of(status(updates(in(relaFon(to(the(amount(of(Fme(that(has(passed:(For(example,(if(someone(goes(back(and(comments(on(an(old(photo,(the(weight(of(that(comment(is(less(valuable(than(a(photo(that(you(just(posted.(

Facebook(updates(are(more(frequent(and(your(message(is(also(being(pushed(down(in(the(news(feed(a(lot(quicker,(which(means(you(need(to(post(more(frequently.(



Time Decay







The last variable is Time Decay, which considers: as an object gets older, the lower value the post carries.

Time Decay








Time Decay


>>Facebook is concerned with the relevancy of status updates in relation to the amount of time that has passed.







Time Decay


>>Facebook is concerned with the relevancy of status updates in relation to the amount of time that has passed.

>>Fresh & frequent content are heavy players in whether your message is being seen.






Posting frequency

http://blog.involver.com/2011/10/25/facebook-edgerank-and-graphrank-explained/

3Friday, April 20, 12Source:(hJp://blog.hubspot.com/blog/tabid/6307/bid/24507/ShelfQLifeQofQSocialQMediaQLinksQOnlyQ3QHoursQData.aspx#ixzz1hx0QmpE5

By(calculaFng(what(bitly(is(calling(the(link's('half(life'((the(Fme(it(takes(a(link(to(receive(half(the(clicks(it(will(ever(receive(a\er(it’s(reached(its(peak),(bitly(evaluated(the(persistence(of(1,000(popular(bitly(links,(and(found(some(strikingly(similar(results.

The(mean(half(life(of(a(link(on(Facebook(is(3.2(hours.

The(mean(half(life(of(a(link(on(TwiJer(is(2.8(hours.

The(mean(half(life(of(a(link(via(‘direct’(sources(such(as(email(or(instant(messaging(clients(is(3.4(hours.

The(mean(half(life(of(a(link(on(YouTube(is(7.4(hours.



Posting frequency


3 Times per day

Friday, April 20, 12Source:(hJp://blog.hubspot.com/blog/tabid/6307/bid/24507/ShelfQLifeQofQSocialQMediaQLinksQOnlyQ3QHoursQData.aspx#ixzz1hx0QmpE5








Posting frequency


3 Times per dayHours of “half-life”









Posting frequency


3 Times per dayHours of “half-life”

Different times of day









“The days of “schedule-and-go” social media are over.”

http://www.convergeconsulting.org/wp-content/uploads/2011/11/How-Facebooks-Changes-Affect-You-higher-education-marketing.pdf






3rd-party applications


Something to strive towards


Madeline(SenkoskyedSocialMedia

Community(Managerwww.edSocialMedia.com

@madelinesen(//(@edsocialmedia


taming the 3-headed beast_amcsus

Technology

12social media

ways students

begin bringingapplying

12the rst

demographicmultiple

video uploaded

sharing compelling

12only photos