SOCIAL PLATFROMSBasics

SOCIAL GRAPH VS. INTEREST GRAPH

• social graph – based on mapping connections between people (friends on facebook)

• interest graph – between people and the things they "like" (twitter, facebook pages)

OWNED, EARNED OR PAID?

• Sometimes owned – newsletters, websites, brochures

• Sometimes earned – twitter, facebook, PR, LinkedIn

• Sometimes paid – facebook, Google Ads, Facebook Ads

TREND

Earned Paid

FACEBOOK

OVERVIEW

• Both social & interest graphs (friends, pages, groups & profiles you can follow)

• History – friends; post feed; pages (like gates); decreased organic reach

ORGANIC REACH (FB)

2013 2014 2015 2016

EDGERANK

MONEY VS. LIKES

0

2500

5000

7500

10000

20 000 Likes 10 EUR

TWITTER

OVERVIEW

• Interest graphs: one-way follow

• History – sms service

• Advertising – starting from 2000€ per campaign (officially – per month)

• No "EdgeRank"

LINKEDIN

OVERVIEW

• Both social & interest graphs (connections, companies, groups & profiles you can follow – blogs)

• History – connections; post feed; companies; influencer program, publishing platform

• glitchy

PROFILE TYPES

• Personal profile – similar to Facebook

• Company page – similar to Facebook page

• Groups

• Publisher profile – interconnected to personal profile

PERSONAL PROFILE POST TYPES

• Profile update – link, comment, image with possibility to tag others

• Post – blog post with increased formatting options (images, links, headings etc.)

COMPANY PAGE UPDATES

• Link

• Text

• Image

• Careful with images, infographics that contain text, links and descriptions – can get lost when shared

OTHER THINGS

VISUALS

http://primeinfographics.com/65-of-all-people-are-visual-learners/

35%

65%

Visual LearnersAuditory & Kinesthetic Learners

DATA VISUALIZATION TOOLS

• PowerPoint

• Excel

OTHER CHANNELS

• Newsletters

• Blogs

• Google search campaigns

• what you have (sms, fb group, whatsapp chat, etc.)

–Māris Antons

“It's over.”