Cheat Sheet: Fundamentals of the Social Amplification Engine


In today's digital age, social media has become an integral part of how we communicate and share information. For businesses and organizations, social media provides a powerful platform for marketing and amplifying their brand message to a wider audience. However, the key to effectively leveraging social media for marketing purposes lies in understanding the Social Amplification Engine (SAE).

This cheat sheet will provide a fundamental understanding of the SAE and how it works. We'll cover the essential components of the SAE, including the amplification process, key metrics, and the role of influencers. By the end of this cheat sheet, you'll have a solid understanding of the SAE and how you can use it to amplify your brand message and connect with your target audience more effectively.

Fundamentals of the Social Amplification Engine

❏ Define your mission (start with WHY) and identify desired outcomes and customer segments.
❏ Identify your primary goal(s) in the next 90 days.
❏ Determine your target Cost per Acquisition (CPA) or Return On Ad Spend (ROAS).
❏ Determine your ads budget relative to campaign goals (optimizing for clicks, page likes, form submissions, etc.).

❏ Create your Facebook Ads account using “Business Manager”.
❏ Create your Google Ads account and tie it to the Google My Client Center (MCC).
❏ Create your Google Analytics account.

❏ Assemble a list of third-party endorsements, especially positive mentions from high-authority sites.
❏ Create a 3-minute “WHY” video.
❏ Create a 3×3 video grid.
❏ Set up Content Library
❏ Map out one minute videos.
❏ Create promotional content to drive conversions.

❏ Import your customers and leads emails into Facebook, LinkedIn, Twitter and Google as custom audiences.
❏ Build targets on Facebook and Twitter – direct interests, closest competitors, common interests your customers share, industry influencers your customers and competitors follow, and people working in the media.
❏ Create 1% lookalike audience for each major landing page, thank you page, and email list.
❏ Amplify a video and create video remarketing audiences.

❏ Boost top 3 to 5 Facebook Posts
❏ Boost optimization: 4 Stages.
❏ Set up remarketing ads for 1-day landing page abandoners on Google Ads and Facebook.

❏ Apply Metrics Decomposition.
❏ Compare the current period against last period.
❏ Use Audience Insights, create new saved audiences.
❏ Review budget allocation by channel and ad set based on performance (watch for statistical noise).
❏ List 3 to 5 top recommendations to execute in the next 7 days.