Click, flash! The world of social media is always changing from one minute to the next, and staying up-to-date with what’s trending can be a challenge even for the savviest social moguls. Fear not — the social media experts at Scooter Media are here to give you a quick download on everything you need to know.
Here are some of the hottest topics in the social media sphere that are trending right now:
Facebook Focuses on Meaningful Comments
As part of the platform’s continuing push toward “meaningful conversations,” Facebook recently rolled out an update to its algorithm that changes how comments rank on a Page’s public posts.
A number of factors are now used to help determine which comments on a Page’s post are most visible. The most important factors include:
- Integrity signals: Facebook wants to prioritize safe and authentic comments. These signals help to indicate when a comment violates Facebook’s Community Standards (in which case it is immediately removed), or if the comment is “engagement-baiting” — in which case it is less likely to be seen on the post.
- How people interact with comments: Not surprisingly, comments that receive a high number of likes, reactions, and comments are more likely to be prioritized.
- User data: Throughout 2019, Facebook has continued utilizing surveys to determine the types of content that a user likes to see on the platform, and those responses also help to shape the kinds of comments that they will see.
- Interaction from the Page: When a comment is liked, reacted to, or commented on by a Page, the Facebook algorithm now takes that as a signal that the comment is of high quality, and is likely something that a Page would want its followers to see.
How can your brand or business use these algorithm changes to its advantage? Simply put, your Page needs to continue interacting with its followers in a meaningful way. Create posts that initiate conversation (asking questions is a great place to start, for example), and continue the dialogue by responding to the comments received on your post. These kinds of interactions not only build community with your followers, but also help to establish the kind of two-way communication that social media is built upon.
LinkedIn Updates Pages
2019 has brought many changes to LinkedIn, and the most recent update has made Pages more useful and user-friendly than ever before.
Most notably, page administrators now have the ability to add custom “call-to-action” (CTA) buttons to their LinkedIn page. These buttons can help businesses of all types and sizes attract qualified leads, connect with customers, and foster community on their page. The custom CTA buttons now available on LinkedIn include:
- Contact us
- Learn more
- Sign up
- Visit website
Best of all, LinkedIn has also expanded the analytics dashboard to make it easier than ever for page admins to see how their audiences are responding to these CTAs. To access analytics, click “Dashboard” on the left side of your company’s Page, or click the “Visitor Analytics” tab.
Furthermore, LinkedIn has also introduced a “Communities Hashtags” feature, which allows you to select specific hashtags tied to your business and participate in conversations about that topic from the perspective of your brand. For example, if your business focuses on business-to-business clients, try adding the #B2B communities hashtag to your page. These hashtags can also be used to participate in conversations around specific trade shows or industry events that your company may be attending.
Finally, LinkedIn has also added the ability for admins to manage their page via the LinkedIn mobile app. Be sure to update your app now so that you can keep tabs on your page on-the-go!
Scooter Media is Your Social Media Resource
Scooter Media is your resource for navigating the ins and outs of the always-changing world of social media. Looking for more social media tips? Check out our primer on Social Media Trends in 2019, along with guides to scheduling your social media posts and delivering exceptional customer service experiences on Facebook. Be sure to check back frequently for new installments of our “Social Media Snapshot” series!
About Scooter Media
Scooter Media is a full-service communications agency in Greater Cincinnati specializing in public relations and social media.