Social Media: Who is Really in Charge of Our Feeds?
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Transcript of Social Media: Who is Really in Charge of Our Feeds?
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Photo by: William Iven
Who is Really inCharge of Our
Feeds?
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Photo by: Jan Böke
There is an overload of content posted on the Internet for discovery.
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Photo by: Andrew Illarionov
Two million blog posts are written each day, 30 billion pieces of content are shared on Facebook each month and 278,000 tweets are sent every minute. 1
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Photo by: Romain Vignes
For People with lots of friends and page likes, as many as 15,000 potential stories could appear any time they log on .
“ ” 2– Brian Boland, Facebook Advertising Executive
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There are so manydaily posts on social media; it is unlikely that a user will be able to see the updates from all of their connections.
Photo by: Camden Lock
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Photo by: Luke Pamer
Who chooses which posts users see in their timelines, and which posts disappear into the “content landfill”?
So,
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Users have the ability to choose which friends or pages to follow on social media websites.
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Photo by: Alex Wong
This gives the illusion that users are in control of the content they see on their social media newsfeeds.
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Photo by: Marc-André Julien
Newsfeeds are becoming increasingly curated by outside sources through: 1. Algorithms2. Digital Marketing3. Online Influencers
However,
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Facebookiscon,nuouslydevelopingtheiralgorithmsthatiden,fywhatstoriesuserswillfindmostimportantbasedonpastlikes,shares,andclicks.
Algorithms1
3
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Photo by: Eric Rothermel
Instagram and Twitter have followed suit by sorting their feeds based on the user’s predicted interest rather than chronological order. 4
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Photo by: Remi Walle
Unfortunately, the posts that garner likes, shares, or clicks are not always the most meaningful to the user. Users may enjoy learning and keeping up-to-date with their friends without engaging with the posts. 5
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Without the user engagement, those desired posts will be hidden due to flaws in the algorithms. 5
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Photo by: Gilles Lambert
Online ads are becoming less effective due to Ad Blocker Applications.
Adobe says that $21.8 billion in global ad revenue will be blocked this year.
Digital marketing2
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Photo by: Rita Morais
Consequently,socialmediawebsiteshaveintroduced“SuggestedPosts”and“SponsoredTweets”whicharepaidmediapoststhatappearinnewsfeedsbuthavenoconnec,ontotheuser.Theydonotgetblockedbyoutsideapplica,ons.
7 8
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A user may not immediately notice that the sponsored post is not connected to their friends, and give the post an unwarranted level of attention.
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Photo by: John Towner
Top social media profiles are often paid to feature brands and products in their posts.
Online Influencers3
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Photo by: Drew Coffman
Social media influencers can be
paid upwards of $15,000 per
sponsored post, depending on the
number of followers.
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Average users are manipulated into thinking their online idols genuinely support the featured brands. 10
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This can be very powerful when 5% of Instagram users take action after seeing a post, such as visiting a website, searching, shopping, or telling a friend. 11
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Photo by: William Iven
Users are under the impression that they are in full control of their social media feeds. In reality, their control is limited.
Overall,
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Photo by: Wesson Wang
Users are under the impression that they are in full control of their social media feeds. However, their control is limited.
However,
Awareness of evolving online marketing techniques and algorithms can help users get the most out oftheir time on social media.
Photo by: Wesson Wang
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References 1 [1] Catherine Toole. "Brands as publishers: inside the content marketing trend." Getty Curve. N.p., n.d. Web. 25 Feb. 2017.[2] Dredge, Stuart. "How does Facebook decide what to show in my news feed?" The Guardian. Guardian News and Media, 30 June 2014. Web. 26 Feb. 2017.[3] Constine, Josh. "Instagram is switching its feed from chronological to best posts first." TechCrunch. TechCrunch, 15 Mar. 2016. Web. 26 Feb. 2017.[4] Oremus, Will. "Who Really Controls What You See in Your Facebook Feed—and Why They Keep Changing It." Slate. Slate Magazine, 03 Jan. 2016. Web. 25 Feb. 2017.[5] Baer, Jay. "3 Ways to Fight Facebook’s Algorithm and Customize Your Feed." Convince&Convert. Convince&Convert, n.d. Web. 26 Feb. 2017.[6] Rosenwald, Michael. "The digital media industry needs to react to ad blockers … or else." Columbia Journalism Review. N.p., Oct. 2015. Web. 26 Feb. 2017.
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References 2 [7] Darwell Brittany Darwell|October. "Facebook tests 'suggested post' label for non-social News Feed ads." Adweek. N.p., 22 Oct. 2012. Web. 26 Feb. 2017.[8] Bennett, Shea . "Paid, Owned and Earned Media: What's the Difference?" Adweek. N.p., 23 Oct. 2014. Web. 26 Feb. 2017.[9] Rutherford-Morrison, Lara. "How Do Instagram Stars Make Money? Here's What Goes On Behind All The Valencia." Bustle. Bustle, 02 Feb. 2016. Web. 26 Feb. 2017.[10] Hohener, Doug. "The Blurred Lines Between Advertising and Social Media." LinkedIn. LinkedIn, 13 Sept. 2016. Web. 26 Feb. 2017. [11] Nadiminti, Deepak. "139 Facts About Instagram ." Adweek. Adweek, 23 Jan. 2017. Web. 26 Feb. 2017.
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