You can’t ignore the force of social media algorithms when building your social marketing strategy. This may be something you and your business have either never heard of or have very little understanding of. That is okay. It is not a simple concept. There is a tremendous amount of mystery floating around these algorithms. When we say algorithms, what we are referring to are the complex, programmed, logic and analytics that dictate what a social media user sees and when they see it.
The goal of these algorithms among all social media platforms are to deliver the most relevant and interactive content to the user. Now, usually this is helpful for anyone using one of these platforms, as they are always being presented with content that the algorithms have determined are relevant to them. For many
a businesses, however, this can present some obstacles. Below, we have outlined a few tips to help you to understand and take advantage of these algorithms to make them work for you.
Interaction is key. Interaction is the absolute most important part of any post and it highly influences relevance. Interaction, depending on what platform you are using, is defined by likes, comments, shares, mentions, or retweets. More importantly, interaction between friends and conversation stemming from a post is your goal. This will significantly increase the relevance of your post and therefore cause it to be seen by more users and appear further up on their timeline.
Timing is everything. The timing of your post is very important too. Timelines are not strictly most recent first. Many posts you scroll past are out of order. Algorithms present users with relevant content first. You always want your post to receive more interaction close to the time it is shared. This initial interaction will help prove the relevance of your post and allow it to be seen by more people and bump it up on their timelines. Chose carefully when you share and consider who will see it first and if they will interact.
Stay in the loop. Fortunately for businesses and media strategists, all of the big social media platforms are fairly transparent with their algorithms. Updates and changes in the algorithms are announced and the existing ones are explained. Learn exactly what each platform focuses on and be aware of changes so that you can use them to reach more people.
As complicated as this all may seem, you do not need to understand exactly how these algorithms are created, rather why they are created. Content creation is a very difficult task. Social media platforms aim to give their users the highest quality content in order to increase their interaction with their service. Their goal (mediated by algorithms) is to appeal to their users, and your goal is to reach their users. In order to succeed in spreading your content, you must form it in a way that satisfies the algorithms and uses them as a channel to reach potential customers.
We generate original content and manage social media for many of our clients and stay on top of these ever-changing algorithms. Give us a call and we will share more specifics to help you engage with your customers!