Name: Conquer invisible social media algorithms by investigating the insights
Uploaded: 2024-04-11T15:20:08.872Z
Duration: 473.24

Roberta Cianetti v5 without black in the end.mp4

Roberta Cianetti v5 without black in the end.vtt

English

{{00:00:01}}
Hi, I'm Roberta, a senior digital
executive, and today I'm going to

{{00:00:05}}
talk about social media insights.

{{00:00:16}}
Social media is a very, very powerful
tool, but at the same time, you know,

{{00:00:22}}
audiences evolve, and you should evolve
with them, and that is why it's so

{{00:00:28}}
important to concentrate and focus on
tomorrow's audience, but at the same time,

{{00:00:33}}
never forget about your actual today's
audience because there is an evolutional

{{00:00:39}}
also in the usage of the platform.

{{00:00:40}}
So if we think about TikTok, where it
started as a platform for youngsters

{{00:00:45}}
and nowadays it's not at all anymore.

{{00:00:49}}
Of course, with a younger audience being
its first,  core audience by 35 plus,  is

{{00:00:54}}
actually growing and we expect it to,  as
a trend to grow it so much more this year.

{{00:01:05}}
You should never assume,  what
people kind of concepts and

{{00:01:08}}
what people will resonate with.

{{00:01:10}}
I'm a firm believer of a data and
analytics in the first place, and

{{00:01:14}}
I don't think,  you can ever do
any strategy of any type without

{{00:01:19}}
really getting, you know, your data.

{{00:01:21}}
And I really like, to
mention,  Sir Winston Churchill.

{{00:01:26}}
He used to say, however beautiful
the strategy, you should

{{00:01:29}}
occasionally look at the results.

{{00:01:31}}
And of course, I mean,  it's, it's a
funny quote, but I think it really,

{{00:01:36}}
is important to pay attention.

{{00:01:38}}
Remember, it's a strategist.

{{00:01:40}}
We can't fall in love with you
know, we what we did with what

{{00:01:44}}
we do our idea and our strategy.

{{00:01:47}}
But you should revisit it so much often,
especially a social media strategy,

{{00:01:53}}
because something that you are making
up today could not be  so right in

{{00:01:59}}
a couple of months or even a month,
because maybe a new platform has been

{{00:02:03}}
popping up or,  there's going to be,
you know,  a platform is, all the

{{00:02:07}}
platform have changed and have evolved.

{{00:02:10}}
So all of this, has to be
really taken into consideration

{{00:02:20}}
as a general rule.

{{00:02:21}}
Yes.

{{00:02:21}}
Consider your vanity metrics, but at the
same time, also so much consider,  more

{{00:02:27}}
of,  more generic or specific data.

{{00:02:30}}
So, for instance,  where
are your loyal users?

{{00:02:33}}
What are they doing?

{{00:02:34}}
So not just, don't focus on
generic numbers,  but also try

{{00:02:40}}
and dig into a bigger story.

{{00:02:42}}
I think I would consider it as a con
like as a, from a content perspective.

{{00:02:46}}
So,  if you like so much, you see your
content, your, your audience likes so

{{00:02:53}}
much certain type of content that you're
making, then you're trying to From

{{00:02:57}}
that, you can determine also what type
of,  audience that you're talking to.

{{00:03:02}}
For instance,  that also very much
determines when you have very broad

{{00:03:07}}
audiences, you kind of want to look
so much into,  the specific content.

{{00:03:12}}
So,  maybe  on a platform,  it's the same.

{{00:03:15}}
Maybe on, on something else,  you,
we want to look,  the share.

{{00:03:20}}
Maybe, you know, it really is of,  a
question of digging into that action,  and

{{00:03:29}}
understanding beyond a just mere like.

{{00:03:35}}
Did I like it so much?

{{00:03:36}}
And I shared it with someone else.

{{00:03:42}}
So there are a variety
of tools you can use.

{{00:03:44}}
And of course,  I mean, and the,
the world out there is quite big.

{{00:03:49}}
So choose carefully and choose
wisely what's best for you and

{{00:03:53}}
best for your,  for your brand.

{{00:03:55}}
When we're talking about,  data tools,
this can be,  well, I really like to think

{{00:04:01}}
about also prediction and prediction tools
because those, those Really can,  gather

{{00:04:06}}
up what type of contents,  will, all
of your content will be resonating in a

{{00:04:12}}
short period of short frame of time and
perhaps in the next couple of days or so.

{{00:04:18}}
And, and that is a very, very powerful
way of really trying to determine,

{{00:04:24}}
also what the algorithm  we'll push
because, This is, of course, there's a

{{00:04:31}}
determination of what type of content
will be, spiking in a way, right?

{{00:04:36}}
Another way to really make sure that
you optimize your, your content in

{{00:04:41}}
your time is also having,  Strong tools
that, uhelp you schedule your content

{{00:04:48}}
and maybe do so in a variety of ways.

{{00:04:50}}
So there are so many tools,  for that,
but look up for also EchoBox,  social

{{00:04:56}}
flow and, and the likes of them.

{{00:04:58}}
And of course, not to
mention HootSuite as well.

{{00:05:01}}
Also using AI, for instance, image
recognition, and that's really useful for,

{{00:05:08}}
companies that really want to understand
what kind of, the type of content, maybe

{{00:05:12}}
one product and all that have been.

{{00:05:14}}
Users have been talking through that
type of products on social media.

{{00:05:18}}
I like to use the native analytics tools
because sometimes, especially for certain

{{00:05:24}}
platforms, are definitely more complete.

{{00:05:28}}
And in some cases, for API
purposes, they are not necessarily

{{00:05:32}}
consultable on third party platforms.

{{00:05:37}}
But at the same time, third
party platforms, especially

{{00:05:40}}
when you have multiple accounts.

{{00:05:43}}
really help you aggregate those data.

{{00:05:45}}
So I think you should do
both for certain metrics.

{{00:05:53}}
Algorithms are sometimes a mystery.

{{00:05:56}}
Sometimes we can even,  dig more
into them and try to,  kind of

{{00:06:01}}
scrape not the exact recipe, but kind
of understand what compound them.

{{00:06:06}}
The way that you can stay up on the
curve is really  develop a relationship,

{{00:06:12}}
really understand,  what's behind
a particular social platform.

{{00:06:17}}
Not just where they are at today,
but where do they want to go?

{{00:06:21}}
I mean, read, read a lot,  about,  what
CEOs of specific platforms,  talk

{{00:06:27}}
about because that's a great way
to really understand,  a bit of the

{{00:06:32}}
future and where they are actually at.

{{00:06:34}}
Aiming to, at the same time, I think,
really understanding,  that the context

{{00:06:41}}
is changing in the part of the change.

{{00:06:43}}
So,  for instance, Facebook back
in the days was,  your first,  or

{{00:06:49}}
one of the first,  of course,
with Google driver for traffic.

{{00:06:53}}
And nowadays it's not just that you
have to kind of create a combination,

{{00:06:57}}
of other, traffic services.

{{00:07:00}}
diversification sources and all of this.

{{00:07:02}}
So consider that the picture,
greatly, become more complex.

{{00:07:08}}
And again, there are so many social
media platforms these days and, and

{{00:07:12}}
the ones like,  the big ones like
Meta have a variety of platforms.

{{00:07:16}}
Think about,  all the platforms
that Meta just launched last year

{{00:07:21}}
to, to name a few, you know, what's
up channel, Instagram broadcast.

{{00:07:24}}
Facebook channel and threads,
not to say the least.

{{00:07:27}}
And all of this is because technology
has a great influence of,  on progress.

{{00:07:34}}
And at the same time,
platforms influence each other.

{{00:07:37}}
So,   you have to kind of,  always
be informed, stay ahead of the curve

{{00:07:42}}
and try to predict,  longer term,
but as well as being that short term.

Hi, I'm Roberta, a senior digital
executive, and today I'm going to

Social media is a very, very powerful
tool, but at the same time, you know,

audiences evolve, and you should evolve
with them, and that is why it's so

important to concentrate and focus on
tomorrow's audience, but at the same time,

never forget about your actual today's
audience because there is an evolutional

So if we think about TikTok, where it
started as a platform for youngsters

Of course, with a younger audience being
its first,  core audience by 35 plus,  is

actually growing and we expect it to,  as
a trend to grow it so much more this year.

You should never assume,  what
people kind of concepts and

I'm a firm believer of a data and
analytics in the first place, and

I don't think,  you can ever do
any strategy of any type without

And I really like, to
mention,  Sir Winston Churchill.

He used to say, however beautiful
the strategy, you should

And of course, I mean,  it's, it's a
funny quote, but I think it really,

We can't fall in love with you
know, we what we did with what

But you should revisit it so much often,
especially a social media strategy,

because something that you are making
up today could not be  so right in

a couple of months or even a month,
because maybe a new platform has been

popping up or,  there's going to be,
you know,  a platform is, all the

So all of this, has to be
really taken into consideration

Consider your vanity metrics, but at the
same time, also so much consider,  more

So, for instance,  where
are your loyal users?

So not just, don't focus on
generic numbers,  but also try

I think I would consider it as a con
like as a, from a content perspective.

So,  if you like so much, you see your
content, your, your audience likes so

much certain type of content that you're
making, then you're trying to From

that, you can determine also what type
of,  audience that you're talking to.

For instance,  that also very much
determines when you have very broad

audiences, you kind of want to look
so much into,  the specific content.

So,  maybe  on a platform,  it's the same.

Maybe on, on something else,  you,
we want to look,  the share.

Maybe, you know, it really is of,  a
question of digging into that action,  and

So there are a variety
of tools you can use.

And of course,  I mean, and the,
the world out there is quite big.

So choose carefully and choose
wisely what's best for you and

When we're talking about,  data tools,
this can be,  well, I really like to think

about also prediction and prediction tools
because those, those Really can,  gather

up what type of contents,  will, all
of your content will be resonating in a

short period of short frame of time and
perhaps in the next couple of days or so.

And, and that is a very, very powerful
way of really trying to determine,

also what the algorithm  we'll push
because, This is, of course, there's a

determination of what type of content
will be, spiking in a way, right?

Another way to really make sure that
you optimize your, your content in

your time is also having,  Strong tools
that, uhelp you schedule your content

So there are so many tools,  for that,
but look up for also EchoBox,  social

And of course, not to
mention HootSuite as well.

Also using AI, for instance, image
recognition, and that's really useful for,

companies that really want to understand
what kind of, the type of content, maybe

Users have been talking through that
type of products on social media.

I like to use the native analytics tools
because sometimes, especially for certain

And in some cases, for API
purposes, they are not necessarily

But at the same time, third
party platforms, especially

So I think you should do
both for certain metrics.

Sometimes we can even,  dig more
into them and try to,  kind of

scrape not the exact recipe, but kind
of understand what compound them.

The way that you can stay up on the
curve is really  develop a relationship,

really understand,  what's behind
a particular social platform.

Not just where they are at today,
but where do they want to go?

I mean, read, read a lot,  about,  what
CEOs of specific platforms,  talk

about because that's a great way
to really understand,  a bit of the

Aiming to, at the same time, I think,
really understanding,  that the context

So,  for instance, Facebook back
in the days was,  your first,  or

one of the first,  of course,
with Google driver for traffic.

And nowadays it's not just that you
have to kind of create a combination,

So consider that the picture,
greatly, become more complex.

And again, there are so many social
media platforms these days and, and

the ones like,  the big ones like
Meta have a variety of platforms.

Think about,  all the platforms
that Meta just launched last year

to, to name a few, you know, what's
up channel, Instagram broadcast.

Expert Insight

Keeping up with social media algorithms has become a full-time job thanks to the rapid pace of technology. How can brands stay on top of these changes, while also making sure their content is engaging and gets noticed by the right people? 
Roberta Cianetti, Senior Digital Executive, explores the evolving social media landscape, offering data-driven strategies to get the most out of your digital presence.

Social Media

Data analytics

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Roberta Cianetti

Senior Digital Executive

Cianetti highlights social media's dynamism  and the need for adaptable data-driven approaches to overcome assumptions about audience preferences.


Data-driven strategies

Learn the importance of regularly revisiting your social media strategy and which metrics are key to getting the most out of your audience engagement data. 