Social Media 2: Channels

Steve Spence
Updated: 23 January 2020

Facebook continues to dominate in the United States

Recent surveys and trend lines compiled by the Pew Research Centerconfirm that Facebook maintains its dominant role among social-media users in the United States.

In 2018, 69 percent of online adults used Facebook, second only to YouTube. Furthermore, Facebook's users also visited the site more frequently than users of any other platform.

Time Spent on Top Four Social Media Apps

Graphic from Comscore

Facebook for Professionals: Important things to remember

Facebook’s (and Instagram’s) Algorithm

Page 31 presents a critical set of information.

Professional communicators must understand how Facebook decides what content to surface for particular users, and what content to ignore. As the authors state, Facebook claims to include 100,000 data points in its decision-making algorithm, but three are weighted far more heavily than any others.

  1. Affinity [This is about the viewer.]
  2. Weight [This is about the post.]
  3. Time decay
Factor 3, time decay, makes it imperative that you know when the members of your particular audience are online.

Increasing the “Organic Reach” of Facebook Posts

Increasing the “Organic Reach” of ANY Social Media Post

Social Media is visual media.

This is one of the most important things that you can learn in this class.

Best image ratios

The textbook recommends a particular landscape ratio for Facebook images, but this is outdated. Since most people use phones instead of laptops to access their social media accounts, square or portrait ratios make better use of the vertical screen space (and not just on Instagram).

Scheduling software, e.g. Hootsuite (28)

Case Study: Clayton State University

CSU Facebook, Twitter, YouTube