Thanks Facebook

the new algorithm that haunts us all.

Melissa Cheater | @mmbc | #WesternU | @westernu

Agenda

  1. A Brief History of #CDNPSE Social Media
  2. The new New NEW #FBalgorithm
  3. Lifehacks for those still in the fight

History of #cdnpse Social Media

As told by Ryan Gosling's expressive staring eyes

Creepy or nah?

We are the Media!

We can read minds tweets!

They don't like us, not one bit.

And they're demanding!

Facebook is dead

Twitter is dead

Instagram is the best

Instagram is the worst

Snapchat makes *no* sense

YikYak was a dream right? Is it over yet?

Facebook is still the a big fish

facebooktwitterinstagram
accounts~200~425~7
subscribers159,097147,03225,854
sent messages16,54931,4491,053
seen by34,456,26040,090,029n/a

School-wide, July 2015 - June 2016

Facebook is still the a big fish

facebooktwitterinstagram
accounts~200~425~7
subscribers159,097147,03225,854
sent messages16,54931,4491,053
likes224,65057,080304,607
replies18,4186,2286,848
shares45,52138,567n/a

School-wide, July 2015 - June 2016

Facebook is still the a big fish

facebooktwitterinstagram
accounts~200~425~7
subscribers159,097147,03225,854
sent messages16,54931,4491,053
engagements / account1,443239.744,493
engagements / post17.43.2295.8
post engagement rate
engagements / posts / followers
0.01%0.002%1.14%

School-wide, July 2015 - June 2016

Facebook is still the a big fish

facebooktwitterinstagram
subscribers69,98355,90022,300
impressions596,3671,300,000n/a
posts4327724
impressions / post7,8204,574n/a

University account only, June 2016

Source: businessinsider.com, June 2016

"People keep telling us Facebook is dead, but it's our largest, most active social network, and the most active demographic is 18-24.

We have adapted to how people are now using it: we don't post things that NEED to be seen today - they might not be online until tomorrow or later. We also use a great deal of video and we've started using 360' and livestreaming."

- Matt Terry, Manager of Strategic Communications, McMaster University

Organic Impressions, June 2016

WesternMcMasterUBC
Facebook Total596,3673,459,7854,243,999
Facebook Average13,881 / post82,376 / post41,607 / post
Twitter Total1,300,000666,900972,298
Twitter Average4,574 / post6,232 / post1,913 / post

Facebook is still the a big fish

And, shockingly, it has changed recently.

  • First, we could put things out and off they went to everyone
  • Then, Facebook only showed people some of the things
    (Pictures & pop culture helped us push through less entertaining items)
  • Now, Facebook keeps showing the popular things forever and ever
    (And only shows less entertaining content when it has exhausted all other options)

In other words ...

  • First, we could put things out and off they went to everyone
  • Then, post a picture to help boost research & news
  • Now, post pictures & wait a day (or two) to let people settle back down

posts from friends & family? 👍
posts from pages? 👎

How We Are Adapting

  • Less Content: more "attention white space"
    (we are now in competition with ourselves)
  • Less scheduling: monitor engagement in real-time
  • More (live) video, more links, more real-time, more sharing, more focus
  • Actual, realistic, non-promotional content strategy

MAX: One scheduled post per day.

The Selena Gomez Test

#thanks

Melissa Cheater | @mmbc | #WesternU | @westernu