When you are in the business of developing technology to help people do their jobs better, there is always a risk of being cast as “anti-human” or “anti-worker.” At its worst this narrative can be spun into a polarizing (and quite inaccurate) narrative along the lines of “Company X develops technology that causes people to lose their jobs by replacing them with algorithms and computers.”
In the case of SocialFlow, the users of our publishing product commonly carry titles such as Community Manager, Editor and Editorial Assistant. Our goal is to help those people do their jobs better, to save them time and to ultimately help them be more successful. At its best, that’s what technology can do. But how?
A number of best-selling authors have written chapter and verse about the types of biases that we as humans fall prey to, and how things are rarely as simple as they at first seem. I won’t try to make the points that authors such as these do quite compellingly in their books, but I will note that several systemic biases that can easily creep into the thinking of a community manager. Whether it’s the sense that “my posts seem to perform well just before lunch” or “we had too many people unfollow us after we made four posts in a day,” we frequently make judgments based on anecdotes and incomplete data sets. This is not to single out community managers: all of us as humans do this.
SocialFlow’s goal is to take as much of the guesswork as possible out of a community manager’s job. We want her to focus on creativity, judgment and creating an authentic conversation with consumers—and not spend her time trying to determine when the post about the back-to-school sale is likely to resonate best with the audience next Thursday. And we want him to take the carefully created and curated content, and get the best possible result from it. We can’t take bad content and make it good; but we can take good content and help it reach its potential.
Our algorithms look at data sets that no human could hope to consume, much lest digest and interpret. And while the nuances of the algorithms are both proprietary and technical, I’ll say that we focus on several key ares:
* Your audience activity level. Are they present, on the social network and indicating that they are consuming content
* Your audience’s co-follower behavior. In addition to your property, who else are they following? And what can that tell us about the types of content they’ll be receptive to?
* The specific content of your post. If you have five separate posts that could go out, and your audience is indicating that it is active right now, which of your posts is most likely to resonate?
People who achieve the greatest success with SocialFlow use the time they save not having to guess about timing to create more and better content. That tends to be a self-reinforcing loop, as saving time leads to more content, and the more content you have the more you benefit from technology such as SocialFlow.
The numbers back us up, as we routinely see clients see dramatic improvements in publishing effectiveness by using SocialFlow. Whether you’re looking for reach, for engagement, or for clicks, using SocialFlow’s optimization can deliver you better results. Take this data from a client we recently onboarded to Facebook publishing. They have a “Without SocialFlow” and “With SocialFlow” comparison, spanning more than 400 posts—a very robust data set. Their results:
- Business Objective: To drive clicks through to their website
- Number of Posts: 415
- Clicks per Post
- Without SocialFlow: 383
- With SocialFlow: 975
- Percent Improvement: 255%
We have countless examples of this type of improvement, spanning many different types of company, frequency of publishing, and social platform (Facebook, Twitter, Google+ and LinkedIn).
The data clearly demonstrates that you can achieve dramatically better results by harnessing technology to help your content reach its potential. We invite you to continue the dialogue below or to contact us to learn more.