The document discusses reach and search on social media. Reach refers to content that algorithms expose to users through their feeds, while search refers to content users find through directly searching. The document then provides tips for improving reach, such as respecting algorithms, keeping posts short and simple, and triggering emotions. It also discusses principles for creating viral content, such as practical value, storytelling, and triggering emotions. Throughout, it emphasizes balancing algorithm exposure with direct searching by users.

1. Veerle De Jaegher
social media: reach & search
December 2018

2. Veerle De Jaegher
social media marketing
veerle@trigger.social

3. reach vs. search
reach
- what THEY give you
- filtered by them
- only a selection
 feed
search
- what YOU look for
- you can filter yourself
- all information
 search results

5. You wrote a post on a social medium
but…
hardly anyone is liking, commenting or sharing it?
what is going on?

some insight for your personal and professional
use of social media:

6. what is reach?
• how far did my post spread?
• who has seen my post?
• filter system
≠ all fans
≠ all friends
≠ all followers
≠ all subscribers
≠ all connections
more on https://www.skyword.com/contentstandard/marketing/this-is-
exactly-how-social-media-algorithms-work-today

7. the reach of your post…
is mostly than the number of your
followers, fans, friends, connections, … 
 solution: respect the algorithm
 be authentic
 write as you speak
 use another tone of voice for every medium
 keep it short & simple
 visualise your audience

8. but the reach of your post…
can also be than the number of your
followers, fans, friends, connections, … 
 going viral!
= people share your post & reply on it!
 why do people share something on social media?
 why do people react to something on social media?
=> how to go viral?

9. 3 types or reach:
• organic reach (filtered by algorithm)
• paid reach (advertising)
• viral reach (people spreading it further)
3 types or posts:
• text
• photo
• video

10. viral posts
= post that are shared and reacted on by users
principles for virality by Jonah Berger: STEPPS

13. STEPPS
Social Currency
= things that make people look good to talk
about it
something to brag about
make them feel like insiders

14. STEPPS
Triggers
= elements they associate with you that will
make remind them of you
staying top of mind with easy reminders

15. STEPPS
Emotion
= things we care about
‘caring is sharing’
create an emotional connection
show emotions

16. STEPPS
Public
= when it’s easier to see something, it’s easier to
imitate what someone else is doing
write in a shareable way
show & tell

17. STEPPS
Practical value
= we like to share useful or valuable information
useful tips, relevant content
- infographics
- articles
- guides
- lists
- FAQ

18. STEPPS
Stories
= wrapping up content in a storytelling style
don’t be to direct but embed your message in a
compelling story

19. https://youtu.be/HfSs_hOAkzY

20. social media content is very human
All human behaviour can be broken down into 6
basic emotions:
happiness, sadness, fear, anger, surprise
and disgust
these emotions stimulate us to go into action,
like for example: sharing & commenting

21. happiness, sadness, fear,
anger, surprise
and disgust

22. technological evolution
in this digital era
word of mouth
word of mouse


23. attention: mind the filter bubble
intellectual isolation online that can result from
algorithms, based on previous searches & many
other criteria

24. stop the algorithm?
read all posts & in a chronological order:

26. attention: be aware of fake news
• double check your source
• be critical about breaking news
• check the original date (or possible delay)
• large channels have a verification badge

27. “fake news producers often use
memes to trigger your
emotions”
Amra Dorjbayar
(reporter & researcher VRT)

28. memes are often
trolling people
with fake quotes

29. “if it makes you angry,
chances are big that it is fake”
Maarten Schenk
(web developer)

30. https://www.bbc.co.uk/news/resources/idt-sh/the_godfather_of_fake_news
https://www.facebook.com/BBCTrending/videos/587517058365792/

31. www.facebook.com/BBCTrending/videos/2362985550395441

32. by the way, fake
news does not
only happen on
social media,
some popular
newspapers make
the same
mistake…

34. Instead of being ‘fed’ by all social media users &
algorithms
you can also do a search action to find
information yourself

some trics for quick & efficient searches:

35. search on

39. search on

44. search on

47. i
locations: now mainly FB
pages instead of
Foursquare venues

48. search on

52. be aware of the Las Vegas effect in social media

53. don’t get addicted to likes
consider that your post can be well distributed
by the algorithm or poorly so not seen by many
people => effect on number of likes/comments/..

54. social media generate mostly positive
notifications of course

55. slow down on those push notifications on your
smart phone
they reduce your concentration level & lower
your attention span

56. • on smartphone = push
• on every social medium = pull
push notifications pop up on screen
pull notifications: regular notifications are visible
on the social platform (in-app notifications)
2 types of notifications:

57. smartphone (iOS):

58. and e-mail notifications: NO!
a waste of time
you have enough mails already ;-)

59. find your own balance in notifications
no, you don’t have to take a social media detox
no need for extreme situations, just make the
right choices

60. notifications of

62. notifications of

65. if you barely go to Twitter but have an account:

66. notifications of

67. make a selection of active notifications

68. notifications of

71. extra: docu Instagram
https://www.npo3.nl/followme/22-11-
2018/VPWON_1291086

72. Q&A

73. good luck!
@veerledejaegher
veerle@trigger.social

74. www.linkedin.com/in/veerledejaegher
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