Using Social Media to Rank Link Popularity
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Transcript of Using Social Media to Rank Link Popularity
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S O C I A L S O U R C E D C O N T E N T
H A R V E S T I N G A N D O P T I M I Z I N G
F O R Y O U R B R A N D
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T H E C O M M O N P R O B L E M
• Brands are having difficulty finding daily fresh and relevant content
• Building content plans are becoming a guessing game with no guaranteed response rate
• Traditional ways of discovering content on the web is not scaleable
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W H AT I F Y O U C O U L D H AV E . .
Proven popular and relevant content that already has a high share and interaction rate, delivered
in semi-realtime to an app of your choice?
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H E R E ’ S S O M E T H I N G T O C O N S I D E R
• Social media is also full of social junk
• How do we filter the massive amount of posts?
• So how do we harvest it?
• How do we gather only what’s relevant and proven to be engaging to a brand?
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H O W D O W E TA K E F U L L A D VA N TA G E O F S O C I A L M E D I A C O N T E N T ?
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W E D E V E L O P E D A S Y S T E M T H AT C A N . .
• Rank social media posts based on interaction, engagement and influence
• Extract relevant links, titles and articles based on pre-defined keywords
• Calculate sentiment in Bahasa Indonesia of article content
• Present the top ranked links on a dashboard, ready for publishing
• Feed links and content to partner applications via API
• Do all of the above in Bahasa Indonesia
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F U N N E L S O C I A L M E D I A I N T O U S A B L E C O N T E N T
Normalize Data
Social Media Landscape
Social Channels
Keyword Filters
Popularity Metrics
Custom Filters
Usable Content
Language Filters
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M E T H O D O L O G Y
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C O N T E N T T H AT I N C R E A S E S E N G A G E M E N T
Social Media Content Calendar
In-App News Feeds Corporate Pages
Encourage Engagement
Email/Distribution Lists
• industry standard for each channel
I S T H E C O M M O N G O A L
SOCIAL SOURCED CONTENT
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E N G A G E M E N T B A S E D R A N K I N G
Old ways of content ranking
Social Ranking
• Too Broad • Channel or Site Based • Mostly views or impression
based • Proprietary rank algorithms
• Subjective & Keyword Centric • Page or Post Based • Ranked by interaction • Open and public rank algorithms
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P O P U L A R I T Y M E T R I C S
Twitter Facebook Forums Tumblr Youtube
Interaction RetweetsReplies
Likes Comment Thread Posts Reblogs
Post LikesLikes
Comments
Influence Viral ReachAuthor Klout Friend Count Thread Starter Followers
Author Subscription
Base
Impact Total Reach Sentiment Shares
Total Threads Created By
StarterTotal Reach Video Views
Video Shares
I N D U S T R Y S TA N D A R D F O R E A C H C H A N N E L
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2 . 5 B I L L I O N * P O T E N T I A L P U B L I S H E R S W O R L D W I D E
• Virtually anyone on social media becomes an instant publisher
• Social Sourced Content eliminates the traditional opt-in publishing paradigm
• Publisher/Source management becomes a thing of the past
*combined Facebook & Twitter users globally. Source: statsbrain.com
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I M P L E M E N TAT I O N
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A U T O M AT E D C U R AT I O N P R O C E S S
Define keywords,topics or
categories
Search selected social media
platforms
Normalize streams and calculate
metrics
Extract and expand links
Semi Real-TimeSetup
Short listed Links
Hourly
Loop while new content exists
H A R V E S T I N G & R A N K I N G
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M A N U A L C U R AT I O NP U B L I S H I N G F O R S O C I A L & C O N T E N T T E A M S
Social Sourced Links Manual Curation by Content Team
Aggregators, Ads, Banners
Email or Distribution Lists
Content & Publishing Dashboard
Owned Channels
Owned RSS Feeds
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C O N T E N T A P IF O R M O B I L E A P P O R D I G I TA L PA R T N E R S
Social Sourced Links by Keywords
or Categories
Date rules, exceptions,
accounts & filters defined by client
Partner Applications
Sonar C
ontent A
PI
Partner Content Request
Trending Articles Content
PULL based API architecture for partner applications
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C O N T E N T D A S H B O A R DS O C I A L LY E N G A G E D C O N T E N T D E L I V E R E D I N S E M I - R E A LT I M E
We’ve used “Coca-Cola” as a keyword This post has obviously gone viral
Promote the positive, tackle the negative
Chances are, if 79 people have already engaged, your audience will too
Publish what you like to your own social media accounts
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S U B S C R I P T I O N M O D E L
Starter Medium Heavy
Keywords 10 50 100
Volume Up To 100 Links/Day Up To 300 Links/Day Up To 500 Links/Day
Languages 1 1 3
Sources Twitter Twitter, Facebook, Blogs Twitter, Facebook, Blogs, Tumblr, Online Media
Sentiment No Yes Yes
Entities No No Yes
Api No No Yes
Publishing Tools Yes Yes Yes
V O L U M E B A S E D D E L I V E R Y
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W W W. S O N A R P L AT F O R M . C O M / S O C I A L F E E D
F O R M O R E I N F O , V I S I T