Today's Edition
ABU DHABI (WAM)
The second day of the Global Media Congress (GMC 2024) continued with a focus on the significance of content creation, with the theme "Content is King".
A highlight of the day was a workshop titled “How to Beat the Algorithms and Become a Social Sensation”, hosted by Svenja Maltzahn from Sumea Social.
The workshop showcased how compelling content can go beyond algorithms to captivate audiences effectively.
Svenja Maltzahn emphasised that while algorithms are human-made concepts, designed to curate and prioritise content, their ultimate purpose supports a universal human desire: relevance. In an environment filled with saturated media platforms such, as Instagram, TikTok and YouTube she singled out LinkedIn as an underutilised platform.
With one billion users, 74 million businesses and 133 million influential decision makers onboard, LinkedIn presents an opportunity, for expansion. Unlike its counterparts, it provides direct access to highly relevant audiences, making it an invaluable tool for those seeking significant engagement and visibility in an overcrowded digital ecosystem.
Maltzhahn emphasised the importance of format in crafting effective LinkedIn posts. She outlined the factors for content creation including content quality, early interaction, innovative content formats, and meaningful engagement – each of which shapes how algorithms rank posts.
Creating high quality content requires attention to detail to ensure there are no typos or grammatical mistakes while early interaction with a post – ideally shortly after publishing – boosts visibility.
She also emphasised the significance of the type of content. She mentioned the increasing rise of video posts while underlining how algorithms monitor user actions like visiting profiles and scrolling to determine relevance.
She proceeded to outline the structure of a LinkedIn post by highlighting the importance of dedication to two principles when establishing a presence on the platform: regularly posting content and actively interacting with your audience. Success also hinges on achieving a 50/50 blend of delivering a message and upholding an authentic and consistent persona that cultivates meaningful relationships with the target audience.
