Category Archives: Social Media

According to a company blog post, Facebook started developing Safety Check after the 2011 earthquake and tsunami in Japan as a way for people to “check on loved ones and get updates.” October 2014 was when the latest version of the tool was launched in a form of a notification system after natural disasters.

In response to the Paris terror attacks that killed 129 people and injured 352, Facebook turned on Safety Check which is the first time it has been used in response to a crisis caused by human activity.

Facebook however, drew sharp criticism in the aftermath as to why didn’t activate its Safety Check feature where two suicide bombers killed 43 people and wounded hundreds of others in Beirut, Lebanon.

CEO Mark Zuckerberg, the founder of Facebook was quick to respond to these criticisms in a comment added to a status update:

“Many people have rightfully asked why we turned on Safety Check for Paris but not for bombings in Beirut and other places. Until yesterday, our policy was only to activate Safety Check for natural disasters. We just changed this and now plan to activate Safety Check for more human disasters going forward as well. Here’s more detail on Safety Check and our policy for deploying it from the Facebook Safety page:

https://www.facebook.com/fbsafety/posts/930229667014872

Thank you to everyone who has reached out with questions and concerns about this. You are right that there are many other important conflicts in the world. We care about all people equally, and we will work hard to help people suffering in as many of these situations as we can.”

Facebook’s vice president of growth, Alex Schultz, said that the company will activate Safety Check for “serious and tragic incidents in the future.”

Facebook considers the scale, scope and impact of a natural disaster when it decides whether to activate Safety Check and this is what Schultz wrote. After earthquakes in Nepal, Afghanistan and Chile, as well in the aftermath of Typhoon Ruby in the Philippines and Tropical Cyclone Pam in the South Pacific are 5 incidents in 2015 in which Facebook has activated the tool.

He further stressed that the tool, “has helped many people stay in touch with their friends and family during difficult times. We’re going to continue working to make it better and more useful.”

Schultz adds, “We create products that we think will help people and we work hard to perfect the solution over time.”

Social media metrics can be a very good determining factor on how successful your website is to the online community. However, this number alone is something websites owners should not be focusing of as this can be quite deceiving. Be careful of the ways those metrics can deceive you.

Your brand is something your friend and followers might not care about

It might look good on paper to have a considerable amount of followers on Twitter however, these followers are can be useless if half of them are spam accounts while the other half aren’t interested in your brand at all. This is quite true especially since anyone can click a “like” or a “follow” button. It is best to establish genuine relationship and engagement with your followers with regards to your brand.

Social traffic many not result to brand engagement

For website owners, traffic isn’t everything. Of course traffic is important but this number alone is not enough to produce satisfying results. Be certain to analyze that traffic to determine its actual value.

It is possible to receive social shares from bots

More shares lead to a good thing and this is considered to be a general rule. With that being said, not all shares are equal. Don’t go assuming directly that a human is totally invested in your brand with him sharing your content to their followers and fans. This is indeed quite true with the existence of bots and they can mess up the figures easily.

Links are more valuable than shares

Links greatly outweigh shares due to the fact that they pass more authority to your site and your chance of generate referral traffic over a longer period of time is becomes relatively higher. This is why aside from looking at your shares you also need to pay close attention to the number of links that you are getting.

Your reputation can be harmed with brand mentions and shares

Content getting share does not necessarily that those who did all the sharing are intended to favor your brand. Criticizing your content or mentioning your name in an attempt to slander you is also a possibility and you should be wary about it as it can result to a negative publicity.

 

Impressions does not instantly result to you getting seen

Metric to track how many newsfeeds your content and posts have shown up for can be found through “impressions” which most social media platforms offer today. With that being said, this is not the actual number of times your post was seen but the number of opportunities for your post to be seen.

Facebook is indeed a behemoth of a social icon and the center of it all is the news feed with almost 1.5 billion monthly active users. One of the most iconic Facebook feature is the News Feed which provides daily relevant content to its users. How does the News Feed work and what can we expect from it in the future?

The Facebook News Feed is known as a digest of all activities that happens across the site. The news feed premiered on September 5th 2006, to the confusion of most facebook users who immediately hated the concept.

As Facebook prospered it needed to include more types of content and opened its doors to users outside of colleges. As such, the site was required to turn to a more mathematical solution for how popular the news feed of each online user.

This led to the introduction of Edge Rank an algorithm that dictated what stories you see on your news feed. Edge Rank formula took 3 things into consideration: affinity which is your relationship to the poster, weight (how many likes, comments and shares the posts has) and decay (how old the post is)

The Facebook we know today continue to use these 3 elements into consideration along with about a hundred thousand others. As facebook grew and grew, so did their algorithms.

So now for instance, knowing that I liked the Game of Thrones fan page, Facebook might notice that my close friend has liked this Game of Thrones meme on a mutual friend’s wall. Knowing that I’ve liked memes in the past will present them to me in the news feed along with a few ads revolving around Game of Thrones merchandise.

So with this more comprehensive algorithm, Facebook isn’t showing me what thinks I like but rather shows me what it knows I like.

The news feed will continue to grow as Facebook’s data scientists continue to research user behavior on the site. Facebook has recently revealed a “see first” feature which pushes content the user likes to the top of their feeds and soon the like button will be getting an upgrade with new reactions giving users more empathetic options on how to react to a post including love, yay, sad and angry. The news feed algorithm is rapidly evolving and as Facebook explores native video, instant articles and new forms of advertising, you can expect your news feed to show you more accurate content.

In late October, a new initiative has been launched in an effort to give those witnesses a simple way to express themselves and shut down bullying the moment that it starts

The campaign is a collaboration between major tech companies and marketing agencies which his dubbed as “I Am A Witness.” Though you might not have noticed this it yet, the campaign is shared with its logo, and has already made its way into your iPhone’s emoji set which is basically a simple icon depicting an open eye within a speech bubble.

Giving kids a way to call out bullying in text messages or online communications is what the idea revolves around it. One can simply respond with the emoji instead of using words if someone’s trashing a peer.

Lisa Sherman, CEO of Ad Council said, “This emoji felt like it could give teens something to say when they don’t know what to say.”

The one who spearheaded the I Am A Witness campaign is the Ad Council which garnered financial as well as creative support from several companies including the likes of Apple, Adobe and Facebook. Goodby, Silverstein and Partners who are advertising firms work hand in hand together in designing the campaign logo which was then converted into an emoji and presented to the Unicode Consortium, the organization that standardizes special characters across several platforms.

With that being said, there is always a unique challenge when you want to convey a message though emojis as they are not always clear on what exactly they mean. For instance, the eggplant emoji is used to refer to a certain part of the male anatomy which can be a bit misleading.

Kate Baynham, a copywriter at the agency said, “Victims of bullying feel so isolated. And online, bullies feel they have the power to bully because they think they have anonymity. So an eye felt like a no-brainer. It says, ‘I see what’s happening here and I’m not into it.”

At the same time, Adobe agrees with such sentiments who were the ones provided financing to the campaign and helped put the emoji in front of Unicode.

The Ad Council is producing a series of videos on YouTube that explore bullying prevention if you remain a bit skeptical about the emoji. Just last week, three different clips have been debuted.

Sherman added, “At the end of the day, our hope is that this truly incredible and unprecedented collaboration is really going to move the needle on this issue.”