How do Social Media Publishing Optimization Tools Work ?

marketing| Technology| business | | Florian Douetteau

Marketers and community managers who work with social networks are often tempted to use social publishing optimization tools. Yet, the recipe behind such tools is often obscure for non-data scientists. Here are a few tips to shed light on recipes used to optimize your social posts.

Ingredient number 1: semantic analysis

Publishing optimizers have a database of historical data of existing posts used for analysis. First, they can scan the words they contain. In order to do so, they can implement two different types of semantic analysis.

  1. They can analyse the format of the post: length, length of sentences, word characteristics (presence of technical words, sentences structures…)

  2. They can analyse the concept of the post: finding key words or key sentences attached to concepts in order to figure out what the content of the post is. To do so, optimization tools work with sequences of words, for instance ‘information technology’, ‘open innovation’, ‘connected device’.

There's a great read about this is on Medium. The ideal length for a blog post is 7 minutes of reading, which is equivalent to 1,500 words (or less for a image rich blog post). This post is roughly 500 words long. You know the proverb about shoemakers.

Ingredient number 1: semantic analysis

Ingredient number 2: Image analysis

As far as pictures are concerned, optimization tools analyse a certain number of factors such as colorimetry, contrast, the presence of certain colours, or the presence of faces on pictures. These elements are taken into account when assessing if a picture can have a positive impact.

Ingredient number 3: Comparison

All the information is then compared with data from previous posts: occurrences of sequence of words in previous articles, at what time they were posted, at what speed they have been viewed, or how many times they were included in other blogs, Facebook posts, or tweets. Buzzwords such as "Big Data" might be so frequent that they are loosely correlated with success. Better discard them, then.

Ingredient number 4: The magic one

Eventually, each provider has a “magic formula”, a specific algorithm. Generally, providers use academic algorithms like random forests, neuron networks or Support Vector Machine. What will make the difference is the richness of the variables selected, e.g. texts, trends, etc.

Cherry on the cake

The success of a post will rely on finding the proper mix between the right type of article, the right picture, the right time of day, the right literary complexity, and the right topic. Optimization tools will be able to spot improvement methods: make the text shorter or lighter, add trending keywords, change the time of publication, etc.

Let us know about your experience with social publishing optimization!

Get more insights on how to use machine learning for marketing in our e-book.


Other Content You May Like