1. Bensley, Robert J., & Brookins-Fisher, Jodi (2023, December 14). Community and Public Health Education Methods: A Practical Guide—Fifth Edition. Burlington, MA: Jones & Bartlett Learning. [The authors cover Graffius’ work in Chapter 10 (Using Social Media) and list Graffius’ work as reference number 84 on page 256. A link to the publication at Google Books is here: https://bit.ly/cphem-5.]
2. Berkessel, Juergen (2021, October 27). How Evergreen Posting on Social Media for Podcasters Creates Growth. Season 1, Episode 9 of the Podcasting Strategy Show. Available at: https://polymash.com/evergreen-posting. [The podcast references Graffius’ research. Show notes include Graffius’ “Lifespan (Half-Life) of Social Media Posts” visual as well as a hyperlink to Graffius’ full report.]
3. Buffer (2024, February 7). 9 Ways to Grow Your Following on X/Twitter. Available at: https://buffer.com/resources/get-more-followers-on-twitter-x/. [It has a hyperlink to Graffius’ research.]
4. Burton, Taylor (2022, November 2). Social Media Marketing: Leveraging LinkedIn. Pennsylvania Bar Institute. Available at: https://go.pbi.org/blog/social-media-marketing-leveraging-linkedin. [In the article, “LinkedIn posts are shown to have a longer lifespan” is hyperlinked to Graffius’ research.]
5. Center for Direct Marketing (2024, March 25). Best Marketing Podcasts, Lifespan of Social Media and Blog Posts. Available at: https://dmcenter.com/march-2024/. [The article references, and has a link to, Graffius’ research.]
6. Center for Direct Marketing (2022, September 27). What Is the Average Lifespan of a Blog or Social Media Post? Available at: https://dmcenter.com/lifespan-of-a-post. [The article includes data from Graffius and a hyperlink to his research.]
7. Chowdhary, Tanish (2023, March 21). 13 Best Twitter Thread Tools to Go Viral in 2023. Geekflare. Available at: https://geekflare.com/best-twitter-thread-tools. [The article includes Graffius’ “Lifespan (Half-Life) of Social Media Posts” visual and a hyperlink to Graffius’ research.]
8. Confederation of European Waste-to-Energy Plants (CEWEP) (2023, June 15). The Power of Social Media and How to Use It. 10th CEWEP Waste-to-Energy Congress, 14th - 16th June 2023, Berlin. Available at: https://www.cewep.eu/congress2023presentations/ and https://www.cewep.eu/wp-content/uploads/2023/06/4.1-Monika-Michalska.pdf. [CEWEP Congress presentation slide 9 featured Graffius’ visual, representing a summary of his research findings.]
9. Degraux, Xavier (2022, November 5). Quelle est la Durée d’un Post sur Twitter, Instagram, LinkedIn. Available at: https://www.xavierdegraux.be/quelle-est-la-duree-dun-post-sur-twitter-instagram-linkedin. [In his article, Xavier Degraux — a social networks and content marketing consultant based in Belgium — discussed Graffius' work and provided a hyperlink to the research. Here's the title in English: How Long is a Post on Twitter, Instagram, LinkedIn.]
10. Encompass Online Marketing (2023, March 15). How Often Should You Publish New Content? Available at: https://encompassonline.ca/blog/how-often-should-you-publish-new-content. [Among other points, the article references the lifespan of tweets and has a hyperlink to Graffius’ research.]
11. Fallah, Georges (2023, December 18). The Best Times to Post on Social Media. Available at: https://www.vbout.com/blog/the-best-times-to-post-on-social-media. [The article has hyperlinks to Graffius’ research.]
12. Gebauer, Susanna (2022, October 25). Twitter Scheduling: How to Schedule Tweets for More Impact. Available at: https://susannagebauer.com/blog/twitter-scheduling/. [The article includes a link to Graffius' research.]
13. Geyser, Werner (2023, September 20). 34 Mind-blowing Pinterest Stats for 2023. Influencer Marketing Hub. Available at: https://influencermarketinghub.com/pinterest-stats. [The article references the durations of “three months” and provides a hyperlink to Graffius’ research.]
14. GoDaddy (2023, February 20). How to Do Social Media: A Guide for Small Businesses and Entrepreneurs. Available at: https://www.godaddy.com/resources/skills/how-to-do-social-media. [In discussing the lifespan of tweets, the article provides a hyperlink to Graffius’ research.]
15. Gotch, Nathan (2023, December 4). How to Start an SEO Business (2024 Update). Available at: https://www.gotchseo.com/start-seo-company/. [The article includes Graffius’ “Lifespan (Half-Life) of Social Media Posts” visual and a hyperlink to Graffius’ research.]
16. Hawes, C. W. (2023, January 24). Social Media Half-Life. Available at: https://www.cwhawes.com/social-media-half-life. [The article identifies Graffius’ research and has a hyperlink to it.]
17. Lin, Yunduan, & Wang, Mengxin, & Zhang, Heng, & Zhang, Renyu, & Shen, Zuo-Jun Max (2021, June 9; revised 2023, June 28). Content Promotion for Online Content Platforms with the Diffusion Effect. SSRN. Available at: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3863104 and https://dx.doi.org/10.2139/ssrn.3863104. [The scientific paper mentions Graffius’ work, and it delineates his research in the References section.]
18. McErlain-Naylor, Stuart (2022, March 24). Social Media for Academia - All You Need to Know [Video]. Available at: https://www.youtube.com/watch?v=Ka88MxZbU8o. [At timestamp 13:59 in the video, Dr. Stuart McErlain-Naylor displays a visual which summarizes the 2022 edition of Graffius’ research.]
19. MeetEdgar (2023, April 2). Everything You Need to Know About Repeating Social Media Content. Available at: https://meetedgar.com/blog/repeating-social-media-content. [This article from social media management tool company MeetEdgar discusses the lifespan of posts and it has a hyperlink to Graffius’ research.]
20. Memom, Alafiya (2023, June 14). Master the Art of Using Pinterest for Blogging in 2023. ContentStudio. Available at: https://blog.contentstudio.io/pinterest-for-blogging. [The article rounds up the half-life of Pinterest pins as “4 months” and it includes a hyperlink to Graffius’ research.]
21. Metricool (2023, October 31). YouTube Marketing in 2023. Available at: https://metricool.com/youtube-marketing. [The article includes “According to Scott Graffius’s data ...” and a hyperlink to Graffius’ research.]
22. Patel, Neil (2023, May 23). 18 Powerful Twitter Marketing Tips [That Actually Work]. Neil Patel. Available at: https://neilpatel.com/blog/twitter-marketing-tips. [In the article, “The average lifespan of one tweet” has a hyperlink to Graffius’ research.]
23. Pitzalis, Josh (2022, November 21). Finding Social Media Calendar Ideas for Twitter. Chirr App. Available at: https://getchirrapp.com/how-to/find. [The article references the half-life of a tweet and has a hyperlink to Graffius’ research.]
24. Pugalia, Akash, & Lalani, Farah (2023, September 29). Digital Safety: How a Multi-Faceted Approach Can Help Tackle Real-World Harm. World Economic Forum. Available at: https://www.weforum.org/agenda/2023/09/digital-safety-multi-faceted-approach-tackle-real-world-harm. [The Proceedings of the National Academy of Sciences (PNAS) included data by Graffius on the half-life of social media. The World Economic Forum covered that PNAS study in their article.]
25. Rainey, Clint (2023, August 15). Social Media’s Toxic Impact Can Last Up to 8 Days. This Behavioral Scientist’s Solution Might Surprise You. Available at: https://www.fastcompany.com/90939081/social-media-toxic-impact-content-moderation-solution-behavior-science. [The Proceedings of the National Academy of Sciences (PNAS) included Graffius’ research data on the half-life of social media. Fast Company covered that PNAS publication — and summarized Graffius’ data from it — in their article.]
26. Rynek Pro (2023, June 26). Długość Życia Postów (Half-Life) w Mediach Społecznościowych w 2023 Roku. Available at: https://rynek.pro/half-life-dlugosc-zycia-postow/#pll_switcher. [Rynek Pro, a Poland-based advertising agency, featured Graffius’ research in their article. Here’s the title in English: Life Expectancy of Posts (Half-Life) in Social Media in 2023.]
27. Schneider, Philipp J., & Rizoiu, Marian-Andrei (2023, August 22). The Effectiveness of Moderating Harmful Online Content. Proceedings of the National Academy of Sciences of the United States of America, 120 (34): e2307360120. Available at: https://www.pnas.org/doi/abs/10.1073/pnas.2307360120. DOI: 10.1073/pnas.2307360120. [The scientific paper references Graffius’ “Lifespan (Half-Life) of Social Media Posts” research and uses his data.]
28. Strozyk, Kaylee (2023, November 3). 11 Tips on How to Use Pinterest for Real Estate. Fit Small Business. Available at: https://fitsmallbusiness.com/how-to-use-pinterest-for-real-estate-agents. [The article references that the half-life of Pinterest pins is “about 3.75 months.” Selecting the respective hyperlink brings up Graffius’ research.]
29. Thailand TV News (2022, August 16). Half-Life of Each Social Media Post. Available at: https://thailandtv.news/half-life-of-each-social-media-post-thumbsup. [The article incorporates data from Graffius’ work and it has a hyperlink to his research.]
30. The Tech Reps (2023, January 23). SEO or Social Media Marketing, Which is Better for Sales? [video]. Available at: https://www.youtube.com/watch?v=aVmQdHDXCrw. [The Tech Reps used Graffius’ “Lifespan (Half-Life) of Social Media Posts” visual as the background image in their video.]
31. Two Rivers Marketing (2020, December 9). 8 Social Media Channels and Tactics to Consider Adding to Your Marketing Mix. Available at: https://www.tworiversmarketing.com/blog/8-social-media-channels-and-tactics-to-consider-adding-to-your-marketing-mix. [The article references the lifespan of posts and has a hyperlink to Graffius’ research.]
32. Walters, Christy (2023, May 4). How To Curate Content for LinkedIn: Handpick Your Next Post. CopyPress. Available at: https://www.copypress.com/kb/social-media-promotion/curate-content-for-linkedin. [The article discusses the lifespan of a LinkedIn post and has a hyperlink to Graffius’ research.]
33. What What SEO (2024, September 5). 5 bonnes raisons de créer un compte Pinterest si tu es entrepreneuse. (In English: 5 good reasons to create a Pinterest account if you are an entrepreneur). Available at: https://whatwhatseo.fr/creer-compte-pinterest-entreprise-avantages/. [The article incorporates Graffius’ research; to see the details, select 'Sources' located towards the end of the article.]

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Tags: AI • AI Tools • Book • Brand • Entrepreneur • B0DGLX2PSB • Intersection of Agile Project Management with Business and Technology • Lifespan (Half-Life) of Social Media Posts • LinkedIn Profile • #SocialMediaLifespan • #SocialMediaHalfLife • #MarketingBook • #LinkedInProfile • #Tech • #Technology • #SocialMediaResearch • #Creator • #LinkedIn • #Entrepreneur • #EngagementStrategies • #DigitalMarketing • #DataScience • #ContentStrategy • #SocialMedia • #Career • #SocialMediaEngagement • #ProfessionalNetwork • #PersonalBrand • #BusinessGrowth • #BusinessBook • #Business • #Brand • #AITools • Social Media • #AI • ScottGraffius.com • Maximizing LinkedIn for Business Growth • Neal Schaffer • Personal Brand • Professional Network • Lead Generation • Engagement Strategies • Digital Marketing • Scott M. Graffius • Providing unique information, actionable insights, and valuable resources on Agile Project Management, Business, and Technology • Social Media Research • Business • LinkedIn • Content Strategy • Content Creator • Business Growth

• Facebook,
• Instagram,
• LinkedIn,
• Pinterest,
• Snapchat,
• TikTok,
• X (formerly Twitter),
• and YouTube.

• From Simple to Complex (the genesis of social media algorithms),
• General Mechanics (the components of algorithms),
• Benefits and Risks (the upside and downside of algorithms),
• Algorithm-Savvy Marketing,
• Ethical Considerations,
• The Future of Algorithms on Social Media Platforms, and
• Conclusion

1. User Engagement: Engagement is at the heart of algorithms. The more users interact with specific content, the more likely it is to be promoted within feeds. This initiates a cycle where popular content gains even more prominence.

2. Content Prioritization: Here are examples of how different social media platforms treat content. The terms “advances,” “favors,” and “prioritizes” are used interchangeably.

• Facebook advances live videos.
• Instagram favors images and videos.
• LinkedIn prioritizes thought leadership posts.
• Pinterest advances pins about recipes, home décor, and fashion; and pins that link to external websites such as blogs.
• Snapchat prioritizes content that uses filters and lenses.
• TikTok advances videos that receive high engagement rates within seconds of being posted.
• X increasingly favors videos.
• YouTube prioritizes long videos with high watch times.

3. Content Relevance: Algorithms prioritize content that aligns with users’ preferences and history. For example, if a user frequently engages with fitness-related posts, the algorithm will likely serve them with similar content. That tactic can enhance user satisfaction, but it can also lead to echo chambers. Those are environments that expose users primarily to information that reinforces their existing beliefs.

4. Freshness: Social media thrives on immediacy. Newer content often takes precedence over older posts. That compels brands, influencers, and others to maintain an apt posting schedule.

5. Network Effects: Content gaining traction among a user’s network helps amplify its reach by spreading (more) rapidly, including possibly ‘going viral.’ There is no universal quantification for what constitutes ‘viral,’ but a post with 1 million or more views/impressions may qualify.

1. Personalization: Individuals tend to interact more frequently with content that aligns with their preferences.

2. Content Discovery: Algorithms can facilitate the introduction of content and accounts that users may not have encountered otherwise.

3. Reduced Information Overload: Social media platforms house a massive volume of content. Algorithms may help filter out the noise. By prioritizing relevant posts, algorithms can help individuals to focus on what matters most to them.

4. Enhanced Engagement: As users find more of the content they enjoy, they will likely spend more time on the platform. This increased engagement also benefits platforms as they can monetize the increased time and attention through advertising.

1. Echo Chambers and Polarization: The potential formation of echo chambers is the most concerning byproduct of algorithmic personalization. Users are at risk of being shielded from differing perspectives. That is especially the case with political discourse; those situations can lead to polarization or increased polarization.

2. Risk of Promoting Incorrect Information: The algorithms that prioritize engagement can potentially (by design or inadvertently) boost sensationalist content or incorrect information.

3. User Fatigue: Users may experience fatigue or disillusionment when they become aware of the potential negative effects of algorithms. Users who feel that their experiences are being engineered may lose trust in the platforms, and they may stop using them.

1. Prioritize Quality Over Quantity: Create meaningful, engaging, and relevant posts.

2. Engage Authentically: Engage with one’s audience in genuine ways such as through storytelling, user-generated content, and responsive interactions.

3. Embrace Video Content: Use videos as platforms are increasingly prioritizing that content.

4. Stay Informed: Marketers should be on the lookout for changes and be responsive to them.

5. Leverage Data Analytics: Informed by metrics, marketers can adjust their strategies when needed.

6. Experiment and Adapt: Platforms are continuously changing. Users’ tastes may change as well. Marketers should experiment with different content types, posting schedules, and engagement tactics to discover what works best for their audience.

1. Transparency: Users deserve to understand how their data is used and how content is prioritized. Increased transparency can foster trust between users and platforms. Is the social media platform transparent about how its algorithm works.

2. Algorithmic Bias: Algorithms are not immune to bias as they often reflect the prejudices in the data they analyze. Is the social media platform taking steps to remove bias wherever possible?

3. Content Moderation: What role, if any, should platforms play in moderating content?

4. User Well-Being: Is the platform primarily focused on providing a great user experience? Or is it about doing anything and everything possible to generate time on the platform and obtain a presumed corresponding increase in revenue?

1. Increased Use of AI and ML: AI and ML will continue to play a role in refining algorithms. As the technologies advance, algorithms will become even more adept at understanding user preferences and predicting behavior.

2. Greater Focus on User Control: Users are becoming more aware of their data and how it’s used. Platforms may offer control to users, allowing users to customize their feeds and manage their engagement preferences.

3. Ethical Algorithm Design: Ethical frameworks that prioritize user well-being, transparency, and accountability may gain prominence in the future.

4. Integration of AR and VR: Social media platforms may incorporate augmented reality (AR) and virtual reality (VR) elements into their algorithms in the future. If that happens, the result will be immersive user experiences that transcend traditional content consumption.

5. Community-Centric Algorithms: Algorithms in the future may prioritize community engagement and collective interests.

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46. Yunduan Lin, Mengxin Wang, Heng Zhang, Renyu Zhang, Zuo-Jun Max Shen (2024). Content Promotion for Online Content Platforms with the Diffusion Effect. Manufacturing and Service Operations Management, 26 (3):1062-1081. DOI: https://doi.org/10.1287/msom.2022.0172.
47. Zhao, Junqi, & Li, Peiyuan. (2024, July). Randomized Algorithm: An Advanced Algorithm for Modern Video Games. Theoretical and Natural Science, 43: 168-183. DOI: 10.54254/2753-8818/43/20240856.
48. Zuckerberg, M. (2021). Hearing Before the United States House of Representatives Committee on Energy and Commerce Subcommittees on Consumer Protection & Commerce and Communications & Technology: Testimony of Mark Zuckerberg. Available at: https://docs.house.gov/meetings/IF/IF16/20210325/111407/HHRG-117-IF16-Wstate-ZuckerbergM-20210325-U1.pdf.

• Implement and use the most popular agile framework―Scrum;
• Deliver products in short cycles with rapid adaptation to change, fast time-to-market, and continuous improvement; and
• Support innovation and drive competitive advantage.

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