PhD in Social Media

Ep#21: Buzzword of the Week: Algorithm, Optimisations, Machine Learning

What is the Facebook Algorithm?

What is the social media algorithm?

Why do we have the Facebook Algorithm?

How does the algorithm work?

How to optimise the algorithm on Facebook, Instagram, Twitter, LinkedIn?

How to use machine learning to optimise your social media marketing?

How to use the social media algorithm for your business on social media?

All of these questions are answered in this episode, let’s roll!

Here’s the top outtakes:

· What is the social media algorithm?

Sprout Social’s definition is: Social media algorithms are 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’ll actually want to see it. (Sprout Social, 2020)

· How does it work?

An algorithm works by inputting users’ data, at scale (using machine learning) to construct a personalised feed for each and every social user, that is best attuned to keeping them engaged and on the social media platform.

· Why do we have it?

The algorithm means users stay online longer, which means more eyeballs on ad content, which means profit for social media channels. How does that work? Well, algorithms allow posts to be sorted for each user in a way that’s most engaging for them, making them stay online longer and be more active when they are online, as opposed to organising the posts in a user’s feed chronologically, which may not grip the user as much as a curated feed of the pages, people and themes that the particular user is currently finding most engaging and interesting at this time.

· How to use it to your advantage? Or to work with it?

When posting content – always think about the user and their value received for having seen your post. The more engagement you receive today, the more your posts will be filtered into the algorithm of that user in the future. Ever noticed that once you comment on a friend’s post once, they end up being in your feed for the next week? Yep, that’s the algorithm. When creating content consider the user and try to elicit engagement from them, but mostly given them buckets and buckets of value so they love you and find your posts interesting!

When doing paid social or ads – use campaign budget optimisation or multiple adsets with multiple ads in each ad set and let Facebook spend your budget as it sees fit within the campaign or adset. This means you’ll be using the algorithm and Facebook’s/LinkedIn’s/etc/’s machine learning and all its user data to help you decide which ad or adset of yours is best attuned to your audience.  The way you’ll know this is because more money will be able to be spent on the better performing ads and adsets, meaning that after a testing period, you can turn off the poorer performing ads and increase the budget on the top-performers as revealed to you through using the channel’s machine learning and working with the social channel’s algorithm. Oh and by doing this – you’re already optimising and spending your budget most efficiently, but listen to the full episode to get the whole run-down on optimisations and how this fits in with algorithms and mahcine learning. 

As always, cheers to your social media success!

Lauren Papandony of the PhD in Social Media Podcast

#socialmediaadvertising #socialmediamarketing #marketing #socialmedia #social #media #agency #consultant #socialmediamarketingservices #howtosocialmedia #socialmediaforbusiness #socialmediaforhealthcare #business #socialmediamarketingconsultant #followers

Why follower's Aren't Everything on Social Media. Yes, it’s true, social media is not all about how many people “like” you or the number of Instagram followers you have.

Let me explain my wild statement here in this episode…

Why follower’s aren’t everything?

Is a follower strategy a good idea for my business on social media?

Why should / shouldn’t my business chase followers?

Why not to chase social media follower growth?

Why it doesn’t matter how many Instagram followers you have?

Can a business be successful without a big audience?

Can a business be successful without a lot of followers?

Should I chase social media followers?

How to get more social media followers? Wait, is this the right strategy for my business?

Is chasing social media followers a GOOD strategy for my business’s social media marketing?

All of these questions are answered in this episode, let’s roll!

Here’s the top outtakes:

Why attaining and chasing after social media followers is not everything…

· Because followers do not correlation to business goals being achieved. There is often no impact on sales and therefore chasing followers, or attributing some of the marketing budget to this activity have little to no ROI… or at least an ROI that is virtually in-measurable!

· Instead of focusing on followers, focus on content and delivering high value content for a particular niche. Play this long game and then the followers will come as a result of your stellar content that they love and WANT to share with their like-minded friends.

· And I do admit that there are some benefits to having or chasing social media followers, like status, or a business directive from higher-up, or for being top of mind, to say that you have a sizable audience for an external benefits, as an influencer, or maybe it’s just to “flex” or show-off your higher follower count against your competitors.

· And finally, if you still do decide that your business “needs” to chase followers I would also stop to pause for a moment and consider why this is a current business objective to do so and proceed with caution because upon review you might just find that while a big follower count satisfies an internal business ego-stroke it possibly doesn’t affect that bottom line none too much!

As always, cheers to your social media success!

Lauren Papandony of the PhD in Social Media Podcast

#socialmediaadvertising #socialmediamarketing #marketing #socialmedia #social #media #agency #consultant #socialmediamarketingservices #howtosocialmedia #socialmediaforbusiness #socialmediaforhealthcare #business #socialmediamarketingconsultant #followers

Buzzword of the Week: Dark Post

What is a dark post?

What is dark social media?

Why do people refer to dark posting on social media?

Facebook dark posts, what are they?

Is a dark post just an ad?

Why do they call it a dark post?

All of these questions are answered in this episode, let’s roll!

Here’s the top outtakes:

What is a dark post?

A dark post is an ad, seen only in the feed. The “dark” reference is for the fact that this piece of content won’t be seen on the Business Facebook page.

As always, cheers to your social media success!

Lauren Papandony of the PhD in Social Media Podcast

#socialmediaadvertising #socialmediamarketing #marketing #socialmedia #social #media #agency #consultant #socialmediamarketingservices #howtosocialmedia #socialmediaforbusiness #socialmediaforhealthcare #business #socialmediamarketingconsultant #followers

Ep#18: How to get MORE social media FOLLOWERS? SM “Follower Theory” in under 10-minutes.

How to get MORE social media FOLLOWERS? Likes, fans, follows, followers, connections. Here’s the theory behind it!

How to get more followers on social media?

How to get more social media followers?

How to get more followers on Instagram?

How to get more followers on a Facebook business page?

How to get more followers for my brand?

How to get more followers for my business?

How to get more followers?

How to get more followers on LinkedIn?

How to get more followers on Twitter?

How to get more followers using content marketing?

All of these questions are answered in this episode, let’s roll!

Here’s the top outtakes:

How to get more social media followers?

1. Understand why followers would want to follow you and make it clear. Think about them, not about yourself!

2. Use Like Ads to boost your page reach and hence your follower count.

3. Produce great content and really serve your audience. Give them value first and followers will build, naturally.

4. Use advertising behind your great content pieces that provide the most value to your audience.

5. Ask your users to like, subscribe and share to boost up your follower counts.

As always, cheers to your social media success!

Lauren Papandony of the PhD in Social Media Podcast

#socialmediaadvertising #socialmediamarketing #marketing #socialmedia #social #media #agency #consultant #socialmediamarketingservices #howtosocialmedia #socialmediaforbusiness #socialmediaforhealthcare #business #socialmediamarketingconsultant #followers

Ep#17: Buzzword of the Week: Social Listening (Social Media Buzzwords, Explained)

Ahhhhhh buzzwords, let’s explain them all one by one, shall we?

This week’s buzzword is: Social Listening

What is social listening?

How to research your brand on social media?

How to find out what your customers are saying online?

How to find out what your customers are saying on social media?

How to spy on your competitors on social media?

How to do great social media marketing?

All of these questions are answered in this episode, let’s roll!

Here’s the top outtakes:

What is social listening?

Social Listening is a research task that involves a tool or software that crawls and searches online public spaces including social media sites, blogs, websites, and news sites to find all the conversation and mentioned of a given keyword, or set of keywords. It allows the researcher to establish an understanding of the topic, keywords, key themes, the number of mentions (volume), sentiment, trends over time, and more. Brands can use this to establish what customers are saying about their brand or product in public spaces, outside of their owned channels; as well as what customers are saying about their competitors!

As always, cheers to your social media success!

Lauren Papandony of the PhD in Social Media Podcast

#socialmediaadvertising #socialmediamarketing #marketing #socialmedia #social #media #agency #consultant #socialmediamarketingservices #howtosocialmedia #socialmediaforbusiness #socialmediaforhealthcare #business #socialmediamarketingconsultant

Ep#16: Long vs Short Copy – Which is better?

The great debate amongst social media marketers. Listen in for the cheat code to this big question in under 8-minutes!

How to do great social media marketing?

What copy length is best for social media marketing?

What copy length is best for Facebook posts?

What copy length is best for LinkedIn?

What copy length is best for Twitter?

What copy length is best for Instagram?

What copy length is best for social media marketing?

What copy length is best for businesses?

What copy length is best for engagement?

How long should my post be?

Is short copy best?

Is long copy best?

How long should my social media posts be?

How long should my copy be?

All of these questions are answered in this episode, let’s roll!

Here’s the top outtakes:

· Copy length is dictated by what you need to write to best achieve your goal.

· Hence, there is no right answer for everyone, every business, and so on.

· You need to follow two rules:

 1. Follow your strategy – what’s best to achieve the exact goal that you’re trying to achieve e.g longer copy with a link might be best for ecommerce.

 2. Test your copy length in your market.

·  That’s it, just follow the two rules and you’ll be smooth sailing. Oh and ignore the people who try to put a hard rule on this for everyone, because really every business, including yours, is unique!

So what copy length is best for social media marketing?

Well the answer is which ever one works best to achieve your goal. That is use your strategy as a guide as to which copy achieves your goal for you and test both to see which is best. Then, go forth and use that copy length and ignore everyone else that prescribes a certain copy length for all businesses on all channels!

As always, cheers to your social media success!

Lauren Papandony of the PhD in Social Media Podcast

#socialmediaadvertising #socialmediamarketing #marketing #socialmedia #social #media #agency #consultant #socialmediamarketingservices #howtosocialmedia #socialmediaforbusiness #socialmediaforhealthcare #business #socialmediamarketingconsultant

ONE THING you’ve got to do to better your social media marketing, right now!

Yep, that’s right, just one thing, you can add to your content that will increase your results.

How to do great social media marketing?

How to: social media content?

How to get more engagement on your social media marketing?

How to get more likes on social media for business?

How to get more followers on social media for business?

How to get more comments on social media for business?

How to better your social media marketing results?

How to better your business’s social media marketing?

How to get more social media marketing results on your business posts?

All of these questions are answered in this episode, let’s roll!

Here’s the top outtakes:

1. Add Value

2. Repeat

As always, cheers to your social media success!

Lauren Papandony of the PhD in Social Media Podcast

#socialmediaadvertising #socialmediamarketing #marketing #socialmedia #social #media #agency #consultant #socialmediamarketingservices #howtosocialmedia #socialmediaforbusiness #socialmediaforhealthcare #business #socialmediamarketingconsultant

Ep#14: Why the World Has Gone CRAZY for Social Media Marketing?

Yes it has. And here’s my top 5 reason’s why it’s gone so crazy.

Why a business needs social media?

Why your business needs social media?

How social media marketing works?

Why is every business on social media?

Why is social media helpful for businesses?

How does social media marketing for business work?

How to market your business on social media?

Why social media is good for business?

All of these questions are answered in this episode, let’s get to the bottom of this.

Here’s the top outtakes:

1. Everyone is there! (reach and targeting capabilities)

2. It’s cost efficient advertising (cheapest channel to reach your audience)

3. Low barriers to entry (time, money, resources, are all lower than any other marketing channel, and it’s open to everyone and their business to use!)

4. The content marketing model provides value (it’s cheap and easy to produce great value for customers, and gain attention)

5. Have a 2-way conversation with customers/clients (and tell them your marketing message, but also listen to them, their needs and feedback!)

As always, cheers to your social media success!

Lauren Papandony of the PhD in Social Media Podcast

#socialmediaadvertising #socialmediamarketing #marketing #social media #social #media #agency #consultant #services #howtosocialmedia #socialmediaforbusiness #socialmediaforhealthcare #business

Ep#13: The difference between Ads vs. Boosted posts (vs. Promoted Page Posts) – Stop The Confusion. Social Ads Explained in 10 minutes

What is a boosted post?

What is an ad on social media?

What is a promoted post?

The difference between social ads?

The difference between an ad and a boosted or promoted post?

What’s the difference between an ad and a page post?

Social Ads Explained

Facebook Ads explained

All of these questions are answered in this episode, let’s get to the bottom of this.

Here’s the top outtakes:

Ads are advertised pieces of content only found in the feed of targeted users.

Boosted posts are page posts, “boosted” or promoted out to a wider audience with advertising. They appear on the page organically, and then in the feed once promoted.

Promoted posts are like boosted posts, but are page posts that have been promoted out to a wider audience with advertising, as promoted via the ad manager of a given social channel. They appear on the page organically, and then in the feed once promoted.

As always, cheers to your social media success!

Lauren Papandony of the PhD in Social Media Podcast

#SocialmediaAds #socialmediaadvertising #socialmediamarketing #marketing #social media #social #media #agency #consultant #services

#howtosocialmedia #socialmediaforbusiness #socialmediaforhealthcare #business

Ep#12: How To Get Your First Business Post Live. 6 Steps to Start Social Media Marketing.

Questions this podcast answers:

How to start social media marketing?

What to do first to get your first business post live on social media?

How to do social media strategy?

How to launch social media posts for business?

How to social media for business?

A simple / simplified social media strategy.

The 6 steps to How To Get Your First Business Post Live are:

1. What’s your goal?

2. Who are your people? (Where are they? What do they want?)

3. Your message to your people? Why should they “buy” with you?

4. Content – how will you share your message using content?

a. Align to your message (aka. To your strategy)

b. Best practices – video, snackable, short form, high-attention. Hot tip#1: Use Canva and build a video in under a half hour!!

c. Provide value for the customer – think from their perspective, use the benchmark: “would you share this post to your page, or with your friends, family and network?

d. Add personality. You’re not all sales in person, so share who you are, the team, the culture, your complimentary passions and hobbies.

5. Execution – where will we post? How will we post? When will we post? How much will we post? And will it be as posts or ads? In which case, how much is our advertising budget?

6. How will we measure success? Top metrics are: reach, engagements and engagement rate, clicks. Remember to test and scale up what works, and drop the dead weight (aka what doesn’t work!).

And finally, a bonus one:

7. Think to the Future – social media marketing is a cycle and we should we going back to step 4 and building more content and executing, and if need be re-visiting all the previous steps. That is – is your goal still your goal, is your message still correct, etc.

Congratulations – if you’ve done the steps – because we have just launched your first business posts and started social media marketing!!

As always, cheers to your social media success!

Lauren Papandony of the PhD in Social Media Podcast

#socialmediamarketing #socialmedia #howtosocialmedia #socialmediaforbusiness #socialmediaforhealthcare #business #marketing #advertising

Ep#11: Social Media ROI: What is it? How to Calculate it? How to optimise it? Everything You Need to Know About Social Media ROI (The Holy Grail of SMM)

How to determine ROI on social media?

What is social media ROI?

How much does social media cost?

How much does a social media ad cost?

How to find the ROI of your social media post?

How to better social media ROI?

All of these questions are answered in this episode, let’s get to the bottom of this.

Here’s the top outtakes:

• ROI = dependant on your social media strategy
• ROI success = dependant on your conversion figures at each point of the customer journey (social funnel) from social to web
• How do you better your social media ROI success?

1. Better content (add the value, make it snackable and short, create for your audience)
2. Better your website (make it seamless not confusing for your users, increase load speeds, be specific and related to the ad,
3. Ensure your entire marketing customer journey is seamless and in line with your strategy
4. Test and refine your targeting in content and in the ad.

As always, cheers to your social media success!

Lauren Papandony of the PhD in Social Media Podcast

#socialmediamarketing #marketing #business #socialmediaROI #socialmediacost #socialmediaprice #socialmediainvestment #socialmediaadvertising #advertising #mediacostsonsocial #socialmediahealthcare 

What can a 100yr-old marketing book teach about 21st century social media marketing? 

I'll tell you what in this episode of the "PhD in Social Media"Podcast. 

There are two clear teachings from that 100-yr-old book: 

1) "scientific advertising" as the author: Claude C Hopkins of the book of the same name explains it, which is a practice of testing and experimenting with all your advertising so as to know down to the cent, what works, and what does not. 

2) And secondly, the fact that with every dollar put towards poor performing ads, you're adding to the cost of your results. It's not only enough to have a good performing ad, a good advertiser must also eradicate those poorer performing ads because wasted dollars there could be better spent on our better performing ads. 

This episode is all about: 

social media marketing

paid advertising on social media / social media advertising

how to optimise your Facebook ads, Instagram ads, LinkedIn Ads, Google Adwrods and more! 

Enjoy listening and as always cheers to your social media marketing success! 

Lauren Papandony

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This podcast is sponsored by Inside Out Digital, check them out at www.insideoutdigital.com.au

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#socialmediamarkeitng #podcast #socialmedia #paidadvertising #socialmediaadvertising #contentmarketing #advertising #marketing 

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I failed... 

But it's okay. 

I'll tell you why.

And what happened in this episode. 

As well as uncover my thoughts on why it's okay to not hit a deadline, and on creating COMPLETE products that you're proud of and MOST IMPORTANTLY, products that your audience can actually use to get the results that they desire! 

Plus, there's a free book on offer, listen to find out how to score it. 

And, of course, you'll learn what I have been doing for the last 3 months! 

That link from the show is: 

www.go.insideoutdigital.com.au/prerego 

As always, cheers to your success, 

Lauren Papandony with the PhD In Social Media Podcast

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Brought to you by Inside Out Digital, a Sydney based Social Media Marketing agency. www.insideoutdigital.com.au   

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Check out our latest FREE video series (not found on YouTube) on "How To Launch Your Social Media Marketing, for the health industry"... and we show you how to do it in 30 days, without the pitfalls of- and average results- of others! Go to: www.go.insideoutdigital.com.au/startyoursocial  

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#socialmedia #socialmediamarketing #socialmediaforhealthcare #socialmediaforhealth #socialmediamarketingagency #socialmediacontent #whatissocialmediamarketing #howto

This week I had a close friend pop up and ask me for my advice, as a social media marketer, on how to rank her new website as #1 on Google. And I thought I’d take this episode to share with you, what I shared with her – a simple explanation and intro to SEO, from a social media marketer. I’ll go into what SEO is, how it works, and provide pros and cons, and short cuts for application to your brand or business’ marketing as it pertains to Google rankings for the keywords that you wish to rank for. Let’s go already!

Her question was:

I’m trying to get a webpage to the top of google search results and I was wondering if you have any suggestions for resources I could look to? Thank you!

My answer: 

Just listen to this podcast episode! 

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Questions this podcast answers:

How to SEO

Intro to SEO

SEO for social media marketing

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Okay, your question is a big one and not my area of expertise. I know a little but I'm no expert.

But, basically what you need to look at is bettering your SEO (Search Engine Optimisation) that will ultimately make Google look at your site as the best and most informative page to show people when they type into Google the keyword that you want to rank your page as number 1 for.

So, essentially you can rank for different keywords that are the best for what your business is. So, if someone types in a keyword like "social media" for my website to rank, I have to do a whole lot of “activities” to make my page the most "attractive" to Google, in order for Google to serve my page first, to their customers, so that ultimately Google can be sure that they are serving the best webpages to their customers, every time.

Those SEO bettering activities include things like the number of times the searched keyword appears on your page, linking to your page and the amount of good links that you have on your site to other helpful sites that also list that keyword, traffic and sites visits, time on site, shares, your social media including linked sites, multiple social sites, and good content that gets shared, …and like a 1000 other things.

The problem is that on that keyword I'm going up against a lot of big players like social media blogs, youtube channels with 1 million subscribers, media publishers, influencers in the space, bigger brands, other businesses, and anybody talking in that space. So to do better SEO I need to be creating more content on my keywords that I want to rank for... and do it more than my competitors, ...and do it better than my competitors so people visit my web pages, videos, blogs, podcasts, social media posts, etc.

SEO is essentially a marathon!

Especially for broad keywords like "social media"... but if I want to rank for "social media sutherland shire" or "social media Lauren Papandony" then, I of course have much better chances. But then you have to think about what you want to do the SEO for, for what end goal. Like, is it worth your effort? The first option, "social media" isn't helpful to me, even though it would be cool to be #1 for my ultimate keyword, I have no need for people in Chicago or anywhere else in the world to find my little Sydney-based social media agency... but "social media sutherland shire" is very helpful given that’s what someone close by would search to find my services in the area. That could win me business and be worth a year’s worth of time spent writing blog posts and social posts. And then for the third example it's a given that if someone searches me by name, I'd hope that they'd find my social pages and website before my competitors.

...answer continues in the episode! 

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So you’re looking to start your social media activity but you’re not sure what to do to get it started off right.

And make sure that when you start, you’ve got a rock-solid foundation to launching, having fore-thought as to the pitfalls and danger zones ahead, as well as how you’ll know when you’ve gain success, what you’re aiming for and most importantly what your strategy for success is.

This is the topic of today’s podcast – how to launch your social media marketing off right, with all the forward-thinking, so you can launch off right, without any nasty surprises and bump along the way, and with a strategy to win!

Let’s get started and I’ll share how I spend the first 30 days with a client to launch their social media marketing. 30 days to social media success, let’s dive right in!

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Questions this podcast answers:

How to Start Your Social Media Marketing

How to do Social Media Marketing

How to Launch Your Social Media Marketing

How to Get Social Media Success in Your First 30 Days

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Go to: 

www.go.insideoutdigital.com.au/startyoursocial

...to dive deeper into my process for starting up your social media marketing in 30-days, for success!

It's a FREE, 3-part video series, entailing everything you need to do in your first 30 days.  

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Cheers, to your social media success! 

Lauren Papandony

Ever needed a reason to be on social media?

Maybe you’re still not convinced of the platform for your business’s marketing?

Or maybe you just need some cold hard facts and statistics on the landscape of social media in 2020 to help you launch or convince your boss to launch your company's social media marketing activity.

Whatever it is, this episode will arm you with the stats you need to understand the landscape of social media today. Let’s roll.

Some questions and topics, answered by this podcast episode:

• - Social Media Statistics 2020
• - What is the top social media site in Australia? Okay, it's Facebook... or is it? You'll have to listen to find out. 
• - How popular is LinkedIn in Australia? 
• - Is SnapChat dead? 
• - Do Australian use Twitter? 
• - How many Australians are on social media? 
• - How many hours a day does the average Australian spend on social media?
• - What percentage of Australians watch video online?   
• - How many hours does a social user listen to podcasts?
• - How popular is audio search?   

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And for access to my free 3-part video series on How To Launch Your Social Media Marketing, getting it right, from the start, minus the pitfalls, danger-zones, and average results of others, just go to: www.go.insideoutdigital.com.au/StartYourSocial 

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#socialmedia #socialmedimarketing #socialmedialandscape #whatissocialmedia

Hello, hello and welcome to the PhD in Social Media Podcast. 

Looking to learn all you can about #socialmediamarketing? Me too. I’m Lauren and I started this journey in 2014, driven by a great passion to learn social media marketing "inside-out"! This podcast is my way of sharing my knowledge with you and in the process expanding our knowledge, together on a journey to earn our own figurative "PhD in Social Media".

This podcast is a brought to you by Inside Out Digital, a social media marketing agency out of Sydney, Australia, run by social media marketing expert and consultant (and the host of this podcast): Lauren Papandony.

Class begins... now! 

#socialmediamarkeitng #socialmedia #markeitng #socialmediamarketingagency #learnsocialmedia #socialmediacontent #social #media #agency