Social Media

Mrs. Sara Fakieh

• Saudi Arabia’s Social Media usage has grown
consistently in recent years.

• User penetration is currently at almost 35%,

and popular networks include Whatsapp,
Facebook, Twitter, Instagram and GooglePlus.

https://www.globalmediainsight.com/blog/saud
i-arabia-social-media-statistics/
 Algorithms
Step-by-step procedures used for calculations, data
processing and automated reasoning typically conducted
by computers.
Nowadays, massive media and Internet corporations
like Google, Facebook, Twitter and Instagram all
employ built-in algorithms to run their networks.

So, for example, when you are on Twitter, Twitter’s

algorithms will find patterns regarding who you
“follow” and will then suggest new accounts for you
to follow based on that information.
 Disadvantages of algorithms

Narrows our options and keep us in our

individualized worlds, leaving no room to learn
about others or be exposed to something outside of
our comfort zones.
 Mark Zuckerberg co-founder of Facebook

Facebook pays people to surf Facebook for News Feed research. In 2014, Facebook
launched a program where they paid over 700 contract workers to scroll through their
News Feeds. The information was later sent to their team of engineers and data scientists
who used it to improve the News Feed algorithm.

Facebook had to change the algorithm because people were using their News Feed
like email. Users were interpreting the “hide” button beside each post like the “delete”
or “archive” button in an email inbox. Once they were done reading a post, they
would “hide” it.
Facebook can suggest tags of you in friends’
photos.
 DeepFace
DeepFace, their facial recognition project, can compare two different images and
locate the same person in each, regardless of lighting or angle. This essentially
means that Facebook knows your face, with the same level of accuracy as the
human brain (around 97%).

DeepFace views your visage as data, notices distinctive patterns – cheek bones,
chin, eyebrows – symmetry, and relative measurements. It then creates an abstract
based on a nine-layer neural network (a series of interconnected nodes similar to
the synapses of the human brain). It can then recommend tags for similar patterns.
Sharing and liking topics and articles, these are a few things Facebook knows about
you:

Name; email address; gender; date of birth; family members; friends; education;
sexual preference; relationship status; religious views; your job; your location;
political standing; address of your own website or blog; favourite music, books, TV
shows and films; phone number; messages you post on your own timeline;
messages other people post on your timeline; contents of private messages; sites you
frequent; topics you talk about; and what you look like.
 Twitter
The 140-character limit on Twitter is based on the mobile SMS limit, as Twitter
primarily started as a SMS based service where the standard character limit is 160
characters.
 Instagram
One of the best time-saving features for marketers introduced by Instagram is
multiple accounts. You can add up to 5 Instagram accounts on your app and
switch between them.
 Snapchat
Snapchat creator Evan Spiegel has mentioned that they failed on 34 projects before
they found Snapchat.

Picaboo was renamed as Snapchat in 2012, after rebranding and launching the
app available for Android users as well.

Users snap over 1 billion times in total everyday.

Under UK copyright law, it would be unlawful for a Snapchat user to take a

screenshot of an image and make it available to the public without the consent
of the image owner. This makes it easier for brands to be on Snapchat.
Snapchat has rejected Facebook not once but twice. Mark Zuckerberg had approached
Snapchat to discuss about a potential acquisition of over $1 billion but was rebuffed
by Spiegel. He later returned with an all cash offer of $3 billion, but was rejected
again.
https://forbusiness.snapchat.com/advertising#a
dformats
https://www.youtube.com/ads/running-a-video-ad/?&subid=ww-en-ha-yt-bk-
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 Toy Review Industry
https://www.wsj.com/articles/walmart-target-
embrace-8-year-old-youtube-influencers-brand-
11577105971
Youtube
 The highest-paid YouTubers of 2019

Ryan Kaji - $26 million.

Dude Perfect - $20 million.
Anastasia Radzinskaya - $18 million.
Ryan Kaji ?
 LinkedIn
The top 5 influencers on LinkedIn are Richard Branson, Bill Gates, Jack Welch, Deepak
Chopra, and Arianna Huffington.

LinkedIn is the most important social network for professionals. The value of
LinkedIn is proportional to where you are in your career path. It’s where you need
to be if you want to build new business connections and relationships, and it’s
been that way since 2002.
 Tailored Advertisements

Involve providing an ad for a specific type of good or service based on the past
purchases, using demographic information to present an advertising message to a
particular market segment, or running a campaign designed for a specific city or
metro area.
Some companies also collect and analyze information about users’
“tweets, posts, comments, likes, shares, and recommendations,”
according to Epsilon, a consumer data company.

This information includes individual email addresses and

screen names, web site addresses, interests, and professional
history, Intelius said. It offers a “Social Network Search” on
its website that allows you to enter someone’s name and see a
record of social media URLs for that person.
 Social Media Analytics
• https://pro.iconosquare.com/

• https://www.agorapulse.com/
 Hootsuite

https://blog.hootsuite.com/social-media-templates/
 How to Measure the Success of
Your Instagram Advertising
Campaign

Power Editor: If you’re managing a large number of campaigns, or you’re

looking for really precise control over your campaigns, you might want to
use the Power Editor.

Ads Manager: If you’re just starting out with Instagram

advertising, Facebook’s traditional Ads Manager should suit your
needs fine.
Social media advertising budgets have
doubled worldwide over the past 2
years.
Take advantage of targeting features.
Facebook has 1.91 billion monthly users, making it
larger than the population of China (1.38 billion)
and India (1.33).

Facebook’s Sponsored Posts

Game of Thrones fans—Facebook can target

their news feeds.) Facebook can even go after
“lookalike audiences,” i.e. users who have
already expressed interest in products similar to
yours.
LinkedIn

Sponsored Updates can be targeted to particular

regions (countries, cities, etc.) and industries, as well
as to specific job titles and even particular
companies.
Twitter recently unveiled a feature enabling paid Tweets to be targeted by
zip code. Users walk into a neighborhood, for instance, and suddenly
Promoted Tweets for the local store, dry cleaner or McDonald’s pop up in
their Twitter stream.
Understand how ads are sold.
On Twitter, companies pay on an engagement basis.
Every time users take an “action”—click, retweet,
favorite, etc. - a fee is assessed.
Facebook and LinkedIn offer the option of paying
per impression, where companies are charged
whenever their ad shows up in users’ streams
(regardless of whether or not it’s clicked on)
For Instagram, the available objectives are:
website clicks, website conversions, mobile app
installs, mobile app engagement, video views,
reach and frequency, page post engagement,
mass awareness, and local awareness.
Snapchat Advertising

https://www.snapchat.com/ads
Design your ads with
smartphones in mind.
Twitter users spend 86 percent of their time on the service on
mobile.

Facebook users aren’t far behind at 68 percent.

Ad Types
Photo Ads
Video ads
Video ads generally have the same call to action options and
character counts as photo ads. The aspect ratio required
depends on the campaign objective, but 16:9 or 1:1 will
usually work.
 Carousel
A carousel ad lets you include up to 10 images and
links in one ad. You get 90 characters of text, a 40
character headline, and a 20 character link description.
Images should be have a 1:1 image ratio.

https://www.facebook.com/business/a/online-
sales/carousel-link-ads-ideas
Targeting Options
 References
https://www.e2msolutions.com/blog/67-things-
you-didnt-know-about-your-favorite-social-
media-platforms/
later.com/blog/instagram-advertising/