DOCSLIB.ORG

Social Media Marketing Summit

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Social Media Marketing Summit Social Media Marketing Summit ©2018 JB Media Institute LLC Sarah Benoit Co-founder & Lead #d2cc2d Instructor JB Media Institute www.JBMediaInstitute.com [email protected] @SarahDBenoit Twitter & Instagram Facebook.com/SarahDBenoit Founder & President Today’s Agenda #d2cc2d Session 1 Connect and Engage - Facebook and Instagram Marketing Best Practices Session 2 Social Media Strategy and The Art of Engagement and Conversion ©2017 JB Media Institute LLC Facebook According to Pew Research Center... Jan. 2018 Pew Research Center 68% of US adults (people over 18) use Facebook and 73% of US adults use YouTube. Younger Americans (especially those ages 18 to 24) stand out for embracing a variety of platforms and using them frequently: ● 94% of 18- to 24-year-olds use Youtube ● 78% use Snapchat ● 71% use Instagram ● 45% are Twitter users ©2018 JB Media Institute LLC There are 3 main tools on Facebook: Personal Pages = Friends Business Pages = Likes Group Pages = Members Copyright 2018 JB Media Institute LLC The Original Facebook Algorithm Edgerank is what they called the original Facebook algorithm. The algorithm controls what content shows at the top of your newsfeed. Content with more “edges” was given higher priority in the newsfeeds. “Edges” could be created with links, photos, videos, shares, comments, likes, and more Taken from: http://tctechcrunch2011.files.wordpress.com/2010/04/edgerankform2.png Copyright 2018 JB Media Institute LLC 3 Parts of Edgerank Affinity gauges how close of a relationship a brand/company/organization has Affinity with any given fan. Affinity increases when a user has repeat interactions with a business page. Commenting, liking, sharing, clicking, and messaging builds Affinity. Weight is a value system that shows what actions are more valuable. An Weight example is that commenting takes more effort than liking and therefore has more value. Edges are assigned a value by the Facebook system, you can generally assume actions that take longer to complete have more weight. Time Time decay refers to the fact that the older a piece of content or an action is the Decay less valuable it is. As content ages it loses value overall. This keeps all newsfeeds fresh, timely, and relevant. Copyright 2018 JB Media Institute LLC Facebook Best Practices Build Your Network: 1. Invite friends and colleagues to like the business page. Tell your customers about your presence on Facebook and what they will find there. 2. Like other businesses and organizations as your company/business/organization page. 3. Use in person or virtual events to connect with people and invite them to like your business page. 4. Add the Facebook Like button to the website so visitors can like Facebook without leaving https://developers.facebook.com/docs/plugins/. 5. Use the Facebook Call to Action Button on your business page. If you need fast growth consider Facebook advertising to target markets. Copyright 2018 JB Media Institute LLC Facebook Best Practices Engage Your Network: • Post consistently 3 - 5 times per week minimum, test different times. • React to, Share, Comment on, and Tag other businesses/organizations/partners in your network. Identify the most active “movers and shakers” and make them the focus of your weekly outreach. • Share photos, videos, and links whenever possible. Give Facebook fans a "next step". • Upload video files directly to Facebook so the autoplay feature and performance tracking are on. Copyright 2018 JB Media Institute LLC Facebook Best Practices Engage Your Network: • Think multimedia. Create and share photos, videos, live streams, animated gifs, memes, etc. There are a wide variety of tools available to create media inside Facebook. There are also third party tools like Canva, Mematic, etc. • Ask customers or clients to post, share, and tag photos, videos, and graphics as well. • Post content that creates an emotional reaction. • Post relevant and credible news and information. • Promote events, like classes, with event pages. • Follow up on comments on the business page. Copyright 2018 JB Media Institute LLC Facebook Shopping How to use the Shop tab on Facebook • You can sell directly on facebook with a Paypal or Stripe account. • You can direct people to your online store. • On your Page, click the Shop tab. If you don't see the Shop tab, click your Page Settings, then click Edit Page. Next, click the Add a Tab button and click Add Tab next to the Shop option. You should see the Shop tab on your Page now. • Meet the requirements of Facebook - products must be reviewed and approved: https://www.facebook.com/business/help/432134730324503?helpref= faq_content. Copyright 2018 JB Media Institute LLC Facebook Scheduling Use the Facebook Scheduler on your Facebook business page if you want to schedule posts in advance. Copyright 2018 JB Media Institute LLC Facebook Insights Facebook Insights is one of the most powerful tracking systems ever created. Every Facebook Business Page is equipped with tracking tools for free. ©2018 JB Media Institute LLC Facebook Insights Facebook includes its own tracking and reporting through Facebook Insights. Copyright 2018 JB Media Institute LLC Likes Keeping track of network growth and seeing how many likes you are gaining shows you the impact of your social marketing efforts. Compare data each week or month to identify your growth rate. ©2018 JB Media Institute LLC Posts Facebook Insights allows you to see data related to the performance of all of your Facebook Business Page posts. Specifically you can see which posts were able to generate the highest Reach and Engagement. ©2018 JB Media Institute LLC Facebook Post Performance Individual Post Under Posts you can click on each post and Performance view the data associated with that specific piece of content including the number of reactions, comments, and shares. ©2018 JB Media Institute LLC People Facebook allows you to see the demographics of the people connected to your accounts. Learn more about who your audience members are. ©2018 JB Media Institute LLC ©2018 JB Media Institute LLC Instagram Copyright 2018 JB Media Institute LLC Instagram Business Pages https://www.facebook.com/business/help/502981923235522 Copyright 2018 JB Media Institute LLC Instagram Business Pages https://www.facebook.com/business/help/502981923235522 Copyright 2018 JB Media Institute LLC Instagram Best Practices ● Post regularly – 3 to 5 times per week minimum. Daily is best. ● Share insider information or behind the scenes perspectives. ● Use apps to enhance your content: Quick to add text to images using your smartphone http://www.overquick.com/. Boomerang to make looping mini videos https://itunes.apple.com/us/app/boomerang-from-instagram/id1041596399?mt=8. Hyperlapse to make time lapse videos https://itunes.apple.com/us/app/hyperlapse-from-instagram/id740146917?mt=8. ● Connect your account to Facebook and Twitter, if applicable. Copyright 2018 JB Media Institute LLC Instagram Best Practices ● Repurpose great images as often as possible on other social sites and even on your own website. ● Tell your story using video and photos, including Stories. ● Share your personality, passion, character, and values. Connect with followers on an emotional level. ● Engage and tag others in photos whenever possible. ● Follow others, like or favorite their images, comment on their content. ● Research and use relevant hashtags. Use up to 25 of them! Research tools include: Twitter.com, Hashtagify.me, Hashatit.com, Hashtags.org, Keyhole.co, Ritetag.com, SocialMention.com, and Tagboard.com. Copyright 2018 JB Media Institute LLC Instagram Stories Copyright 2018 JB Media Institute LLC Instagram Stories Copyright 2018 JB Media Institute LLC Instagram Scheduling Hootsuite: https://hootsuite.com/resources/how-to-add-instagram-to-y our-hootsuite-dashboard Schedugram https://schedugr.am/ Copyright 2018 JB Media Institute LLC Instagram Insights Instagram Insights was based on Facebook’s platform. Every Instagram Business Page is equipped with tracking tools for free. ©2018 JB Media Institute LLC Followers Keep track of network growth and track how many followers you are gain on a regular basis. This helps you quantify the impact of your social marketing efforts. Compare data each week, month, quarter, or year to identify your growth rate. ©2018 JB Media Institute LLC Under Content you can view all of your Instagram posts and see the number of Impressions each post received. Once you access them click on the post image to see post performance. ©2018 JB Media Institute LLC Instagram Post Performance When you click on a specific post it will open up a new page with post details and a View Insights link. Click View Insights and you can see Hearts, Comments, Profile Visits, and Reach. ©2018 JB Media Institute LLC Audience See age, gender, locations, and more in the data. ©2018 JB Media Institute LLC Social Ad Campaigns ©2018 JB Media Institute LLC Social Advertising Get to know your ad managers. Before you boost a post on Facebook or Instagram learn how the ad manager works. This will help your social advertising more effective. ©2018 JB Media Institute LLC Social Advertising Build and save qualified audiences. Target people with specific demographics, behaviors, likes, and dislikes. For example: if your ads are for a book release event for a local author who wrote about how parents can help their teens eat better and focus on health and wellness. Women within 60 miles who are parents of jr. high and high school Men and women within 60 miles of age kids, that shop at Whole your location that have kids. Foods and do yoga. ©2018 JB Media Institute LLC Social Advertising Test Ad Copy, Graphics, and Audiences Manual: Create different campaigns using different content and audiences to identify what gets more engagement and conversions. Run ads for a minimum of 2 weeks so you gather enough data to make a comparison. Split Testing: Compare audiences, creative, placement, or delivery selections. ©2018 JB Media Institute LLC Pro Tip Use Facebook’s built in Split Testing to compare ad content performance or audience performance.
Load more

Recommended publications
  • Canada's Privacy Body to Look Into Facebook 'Like' Button 22 September 2010
    Canada's privacy body to look into Facebook 'Like' button 22 September 2010 Facebook has since rolled out changes whereby users must grant consent to access and use their data. Stoddart applauded Facebook's new privacy settings. "We're also pleased that Facebook has developed simplified privacy settings and has implemented a tool that allows users to apply a privacy setting to each photo or comment they post," she said. "Overall, Facebook has implemented the changes it promised following our investigation," she said. Mark Zuckerberg, chief executive officer of Facebook, is seen here in May 2010 outlining Facebook's new privacy control methods. Canada's privacy commissioner said "It has been a long road in arriving at this point," Wednesday that Facebook has addressed her concerns she said. "These changes are the result of but she was opening a new probe of the sharing of the extensive and often intense discussions with social networking site's "Like" button with other websites. Facebook." However, she added, further complaints that deal with the appearance of Facebook's "Like" button on Canada's privacy commissioner said Wednesday partner websites, which were not part of her original that Facebook has addressed her concerns but investigation, have prompted a new examination. she was opening a new probe of the sharing of the social networking site's "Like" button with other "We are now examining those," she said. websites. Facebook has partnered with a number of websites "Facebook has made several privacy to show visitors to those sites what products, news improvements that will benefit its users around the stories or other online content their Facebook globe," Privacy Commissioner Jennifer Stoddart friends "Like" there.
    [Show full text]
  • Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook
    University of Pennsylvania ScholarlyCommons Marketing Papers Wharton Faculty Research 1-2018 Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook Dokyun Lee Kartik Hosanagar University of Pennsylvania Harikesh Nair Follow this and additional works at: https://repository.upenn.edu/marketing_papers Part of the Advertising and Promotion Management Commons, Business Administration, Management, and Operations Commons, Business Analytics Commons, Business and Corporate Communications Commons, Communication Technology and New Media Commons, Marketing Commons, Mass Communication Commons, Social Media Commons, and the Technology and Innovation Commons Recommended Citation Lee, D., Hosanagar, K., & Nair, H. (2018). Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook. Management Science, http://dx.doi.org/10.1287/mnsc.2017.2902 This paper is posted at ScholarlyCommons. https://repository.upenn.edu/marketing_papers/339 For more information, please contact [email protected]. Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook Abstract We describe the effect of social media advertising content on customer engagement using data from Facebook. We content-code 106,316 Facebook messages across 782 companies, using a combination of Amazon Mechanical Turk and natural language processing algorithms. We use this data set to study the association of various kinds of social media marketing content with user engagement—defined as Likes, comments, shares, and click-throughs—with the messages. We find that inclusion of widely used content related to brand personality—like humor and emotion—is associated with higher levels of consumer engagement (Likes, comments, shares) with a message. We find that directly informative content—like mentions of price and deals—is associated with lower levels of engagement when included in messages in isolation, but higher engagement levels when provided in combination with brand personality–related attributes.
    [Show full text]
  • Content Social Media
    content & social media CONTENT & SOCIAL MEDIA / 1 Introduction A couple of years ago, people were more insistent on keeping content marketing and social media marketing divided as clearly separate entities. However, as social media platforms have evolved and the ways in which brands communicate have changed to reflect such changes, the concepts of content vs social have started to blur. Ultimately, it doesn’t really matter if you’re writing a blog or you’re writing a social media post - both are content and both have the potential of helping you generate traffic, leads and sales. In the realm of social media, content is simply approached in a different way. You’re not writing an 800-word blog (at least not typically), rather you’re publishing shorter, easier- to-digest posts. Some may be text, others may be photos or videos, some may be a combination of these types. Depending on the platform, the kind of content you can craft also changes drastically. A simple example is Twitter’s restrictive 140-character limit per tweet - a parameter that essentially makes it a social microblog. CONTENT & SOCIAL MEDIA / 2 In this eBook, we will be looking at some of the most important points to remember when it comes to creating content on social media. These include: • IDENTIFYING AND UNDERSTANDING THE QUIRKS OF DIFFERENT SOCIAL MEDIA PLATFORMS - Facebook - Twitter - LinkedIn - Instagram - Google+ • CONSIDERING YOUR CONTENT - Text posts - Media / Photos & Videos - External links • THE IMPORTANCE OF CONSISTENCY CONTENT & SOCIAL MEDIA / 3 understanding thE Quirks of your social media platform Here’s a list of just some of the SOCIAL MEDIA PLATFORMS out there: Facebook Tumblr Twitter Snapchat LinkedIn Pinterest Instagram Myspace (yes, it still exists) Vine YouTube Google+ And potentially hundreds of other, smaller and lesser-known social networks The number is overwhelming, but the good news is that you can cut this list down to some of its key players.
    [Show full text]
  • Facebook Timeline
    Facebook Timeline 2003 October • Mark Zuckerberg releases Facemash, the predecessor to Facebook. It was described as a Harvard University version of Hot or Not. 2004 January • Zuckerberg begins writing Facebook. • Zuckerberg registers thefacebook.com domain. February • Zuckerberg launches Facebook on February 4. 650 Harvard students joined thefacebook.com in the first week of launch. March • Facebook expands to MIT, Boston University, Boston College, Northeastern University, Stanford University, Dartmouth College, Columbia University, and Yale University. April • Zuckerberg, Dustin Moskovitz, and Eduardo Saverin form Thefacebook.com LLC, a partnership. June • Facebook receives its first investment from PayPal co-founder Peter Thiel for US$500,000. • Facebook incorporates into a new company, and Napster co-founder Sean Parker becomes its president. • Facebook moves its base of operations to Palo Alto, California. N. Lee, Facebook Nation, DOI: 10.1007/978-1-4614-5308-6, 211 Ó Springer Science+Business Media New York 2013 212 Facebook Timeline August • To compete with growing campus-only service i2hub, Zuckerberg launches Wirehog. It is a precursor to Facebook Platform applications. September • ConnectU files a lawsuit against Zuckerberg and other Facebook founders, resulting in a $65 million settlement. October • Maurice Werdegar of WTI Partner provides Facebook a $300,000 three-year credit line. December • Facebook achieves its one millionth registered user. 2005 February • Maurice Werdegar of WTI Partner provides Facebook a second $300,000 credit line and a $25,000 equity investment. April • Venture capital firm Accel Partners invests $12.7 million into Facebook. Accel’s partner and President Jim Breyer also puts up $1 million of his own money.
    [Show full text]
  • How Apps on Android Share Data with Facebook (Even If You Don’T Have a Facebook Account)
    How Apps on Android Share Data with Facebook (even if you don’t have a Facebook account) December 2018 How Apps on Android Share Data with Facebook Privacy International is a UK-registered charity (1147471) that promotes the right to privacy at an international level. It is solely responsible for the research and investigation underpinning its reports. 2 How Apps on Android Share Data with Facebook Executive Summary Previous research has shown how 42.55 percent of free apps on the Google Play store could share data with Facebook, making Facebook the second most prevalent third-party tracker after Google’s parent company Alphabet.1 In this report, Privacy International illustrates what this data sharing looks like in practice, particularly for people who do not have a Facebook account. This question of whether Facebook gathers information about users who are not signed in or do not have an account was raised in the aftermath of the Cambridge Analytica scandal by lawmakers in hearings in the United States and in Europe.2 Discussions, as well as previous fines by Data Protection Authorities about the tracking of non-users, however, often focus on the tracking that happens on websites.3 Much less is known about the data that the company receives from apps. For these reasons, in this report we raise questions about transparency and use of app data that we consider timely and important. Facebook routinely tracks users, non-users and logged-out users outside its platform through Facebook Business Tools. App developers share data with Facebook through the Facebook Software Development Kit (SDK), a set of software development tools that help developers build apps for a specific operating system.
    [Show full text]
  • Privatliv På Facebook Videresalg Af Personlige Oplysninger Via Cookies
    06-06-2014 Privatliv på Facebook Videresalg af personlige oplysninger via cookies Christian Schjødt Hays Thøgersen – 52469 Jasmin Fanny Isabelle Jensen – 53169 Filip Valentin Holde – 52191 Gruppe 7 Hus 6.2 Vejleder: Stig Børsen 9.247 Ord Christian Schjødt Hays Thøgersen – 52469 Gruppe 7 Jasmin Fanny Isabelle Jensen – 53169 Hus 6.2 Filip Valentin Holde – 52191 Vejleder Stig Børsen Indholdsfortegnelse Indhold Abstract ............................................................................................................................................................. 2 Indledning .......................................................................................................................................................... 3 Motivation ......................................................................................................................................................... 4 Afgrænsning: ..................................................................................................................................................... 5 Semesterbinding ................................................................................................................................................ 6 Problemformulering .......................................................................................................................................... 7 Metode .............................................................................................................................................................
    [Show full text]
  • View Was Conducted with a Convenience Sample of Patients Being Treated for MM
    JMIR Cancer Patient-Centered Innovations, Education and Technology for Cancer Care and Cancer Research Volume 4 (2018), Issue 2 ISSN: 2369-1999 Contents Original Papers Barriers and Facilitators of Using Sensored Medication Adherence Devices in a Diverse Sample of Patients With Multiple Myeloma: Qualitative Study (e12) Alemseged Asfaw, Connie Yan, Karen Sweiss, Scott Wirth, Victor Ramirez, Pritesh Patel, Lisa Sharp. 3 Web-Based Patient-Reported Outcomes Using the International Consortium for Health Outcome Measurement Dataset in a Major German University Hospital: Observational Study (e11373) Maria Karsten, Dorothee Speiser, Claudia Hartmann, Nele Zeuschner, Kai Lippold, Verena Kiver, Peter Gocke, Valerie Kirchberger, Jens-Uwe Blohmer. 14 Online Decision Support Tool for Personalized Cancer Symptom Checking in the Community (REACT): Acceptability, Feasibility, and Usability Study (e10073) Marzena Nieroda, Artitaya Lophatananon, Brian McMillan, Li-Chia Chen, John Hughes, Rona Daniels, James Clark, Simon Rogers, Kenneth Muir. 22 Association Between Adherence to Cancer Screening and Knowledge of Screening Guidelines: Feasibility Study Linking Self-Reported Survey Data With Medical Records (e10529) Aisha Lofters, Deanna Telner, Sumeet Kalia, Morgan Slater. 38 Exploring the Most Visible German Websites on Melanoma Immunotherapy: A Web-Based Analysis (e10676) Julia Brütting, Theresa Steeb, Lydia Reinhardt, Carola Berking, Friedegund Meier. 51 Reliability of Cancer Treatment Information on the Internet: Observational Study (e10031) Ryo Ogasawara, Noriyuki Katsumata, Tatsushi Toyooka, Yuko Akaishi, Takaaki Yokoyama, Gemmu Kadokura. 61 How to Optimize Health Messages About Cancer on Facebook: Mixed-Methods Study (e11073) Priscila Biancovilli, Claudia Jurberg. 68 A Rapid Process for Identifying and Prioritizing Technology-Based Tools for Health System Implementation (e11195) Emily Dibble, Bradley Iott, Allen Flynn, Darren King, Mark MacEachern, Charles Friedman, Tanner Caverly.
    [Show full text]
  • How Likes and Followers Affect Users Perception and Leadership
    University of Southern Maine USM Digital Commons All Theses & Dissertations Student Scholarship Spring 2019 Facebook: How Likes and Followers Affect Users Perception and Leadership Troy Johnston MA University of Southern Maine Follow this and additional works at: https://digitalcommons.usm.maine.edu/etd Recommended Citation Johnston, Troy MA, "Facebook: How Likes and Followers Affect Users Perception and Leadership" (2019). All Theses & Dissertations. 339. https://digitalcommons.usm.maine.edu/etd/339 This Open Access Thesis is brought to you for free and open access by the Student Scholarship at USM Digital Commons. It has been accepted for inclusion in All Theses & Dissertations by an authorized administrator of USM Digital Commons. For more information, please contact [email protected]. Running head: FACEBOOK: PERCEPTION OF LEADERSHIP Facebook: How Likes and Followers Affect Users Perception of Leadership By Troy Johnston A QUALITATIVE STUDY Presented to Dr. Sharon Timberlake in Partial Fulfillment for the Degree of Master’s in Leadership Studies Major: Master’s in Leadership Studies Class: LOS689 Master’s Capstone II Under the Supervision of Dr. Sharon Timberlake University of Southern Maine May 10, 2018 FACEBOOK: PERCEPTION OF LEADERSHIP ii Acknowledgements I would like to thank a number of individuals who helped me successfully complete both this research and my master’s degree. There were a number of professors who challenged and guided me, they were an inspiration and their kindness gave me the encouragement to work hard and stay on task. Dr. Dan Jenkins and Dr. Elizabeth Goryunova gave were always available and were model professors that offered me quality examples to emulate.
    [Show full text]
  • Growing Closer on Facebook: Changes in Tie Strength Through Site
    Growing Closer on Facebook: Changes in Tie Strength Through Social Network Site Use Moira Burke Robert Kraut Facebook Human-Computer Interaction Institute [email protected] Carnegie Mellon University [email protected] ABSTRACT strength can be inferred from site use [14,24]. But whether Scientists debate whether people grow closer to their these sites simply reflect relationships maintained through friends through social networking sites like Facebook, other channels, displace more meaningful interactions, or whether those sites displace more meaningful interaction, or enhance relationships is an open question. whether they simply reflect existing ties. Combining server log analysis and longitudinal surveys of 3,649 Facebook The present study examines the connection between users reporting on relationships with 26,134 friends, we Facebook use and changes in relationship strength. It find that communication on the site is associated with examines how the frequency of phone, email, and face-to- changes in reported relationship closeness, over and above face conversations and different styles of Facebook effects attributable to their face-to-face, phone, and email communication for 26,134 pairs of friends predict changes contact. Tie strength increases with both one-on-one in self-reported relationship strength month-to-month. communication, such as posts, comments, and messages, People grow closer the more they communicate on and through reading friends’ broadcasted content, such as Facebook, over and above communication via other status updates and photos. The effect is greater for channels. Exchanging substantive messages and comments composed pieces, such as comments, posts, and messages with friends on Facebook and reading friends’ news are than for “one-click” actions such as “likes.” Facebook has a associated with increases in tie strength, while exchanging greater impact on non-family relationships and ties who do less content-filled, “one-click” communicative acts, such as not frequently communicate via other channels.
    [Show full text]
  • Why the Brain Likes the Facebook Like Button
    Why the brain likes the Facebook like button You’ve been trained to respond to the Facebook like button just like Skinner’s rats were trained to respond with a food pellet reward. Facebook may have had a more noble idea in mind when they created their “Like” button, but the food pellet principle still applies. Each time you click a “like,” your brain circuits are activating your brain’s pleasure center by releasing more of that feel-good neurotransmitter dopamine. The Pleasure of the Facebook Like Button Click Think for a moment about how much pleasure your brain gets out of clicking on the Facebook like button by being intrinsically reward for showing support, appreciation, thanks or kudos to others doing a favor to help someone else increase their Facebook profile recognizing the value of the information sharing with friends and others who should know about it increasing your image in the eyes of friends and others by showing approval doing something that is easy and without a hassle The Habit of the Click However, there’s also a more devious brain response being activated, and that’s the unconscious habit response. In this case, it’s the embedded command to respond without giving it much, if any, thought based on a recognizable visual image. The “Like” button increases chances of a click as the brain has a habit of responding to commands. In this case the one- word command “Like.” Also, there is an embedded brain association to “like” that is triggered by the thumbs-up image and the color of the blue Facebook icon.
    [Show full text]
  • The Silencing Power of Algorithms: How the Facebook News Feed Algorithm Manipulates Users’ Perceptions of Opinion Climates
    Portland State University PDXScholar University Honors Theses University Honors College March 2019 The Silencing Power of Algorithms: How the Facebook News Feed Algorithm Manipulates Users’ Perceptions of Opinion Climates Callie Jessica Morgan Portland State University Follow this and additional works at: https://pdxscholar.library.pdx.edu/honorstheses Let us know how access to this document benefits ou.y Recommended Citation Morgan, Callie Jessica, "The Silencing Power of Algorithms: How the Facebook News Feed Algorithm Manipulates Users’ Perceptions of Opinion Climates" (2019). University Honors Theses. Paper 661. This Thesis is brought to you for free and open access. It has been accepted for inclusion in University Honors Theses by an authorized administrator of PDXScholar. Please contact us if we can make this document more accessible: [email protected]. Running head: SILENCING POWER OF ALGORITHMS 1 The Silencing Power of Algorithms: How the Facebook News Feed Algorithm Manipulates Users’ Perceptions of Opinion Climates Callie Morgan University Honors College Portland State University Advisor: Dr. Erin Spottswood SILENCING POWER OF ALGORITHMS 2 Abstract This extended literature review investigates how the architecture and features of the Facebook Newsfeed algorithm, EdgeRank, can inhibit and facilitate the expression of political opinions. This paper will investigate how Elisabeth Noelle-Neumann’s theory on public opinion, Spiral of Silence, can be used to assess the Facebook news feed as a political opinion source that actively shapes users’ perceptions of minority and majority opinion climates. The feedback loops created by the algorithm’s criteria influences users’ decisions to self-censor or express their political opinions with interpersonal connections and unfamiliar connections on the site.
    [Show full text]
  • Facebook Fake News in the Post -Truth World
    9-717-473 REV: SEPTEMBER 14, 2 0 1 7 JOHN R. WELLS CAROLE A. WINKLER Facebook Fake News in the Post -Truth World Our mission is to make the world more open and connected. — Mark Zuckerberg1 Introduction In January 2017, Mark Zuckerberg, founder and CEO of Facebook was surrounded by controversy. The election of Donald Trump as the next President of the United States on November 8, 2016 had triggered a national storm of protests, and many put the blame at the door of fake news stories served up on Facebook’s Trending News Feed.2 Facebook had launched the service in January 2014 to deliver news stories that might be of interest to Facebook users, in addition to the automatic News Feed that told them what was going on in their social network. Individuals could select items that they were interested in, but an algorithm served up news items that might appeal based on past reading habits and those of their close friends.3 The argument against Facebook was that this process polarized public opinion, fueled prejudices and encouraged the bitter partisan character of the election campaign.4 Some claimed that fake news, propagated through News Feed, supported the rise of anti-establishment sentiments amongst groups that felt left behind by the establishment elite.5 Zuckerberg was unapologetic. On November 10, 2016 he had commented, “Personally I think the idea that fake news on Facebook, which is a very small amount of the content, influenced the election in any way — I think is a pretty crazy idea.”6 He argued that fake stories were posted on both sides of the political spectrum.
    [Show full text]