If #Gamergate teaches us anything — beyond, of course, vastly obvious observations about the toxicity of certain Internet demographics (which is hardly new news) — it’s that algorithms and formulaic behaviour can and are being gamed.
This is especially obvious in this sorry saga (for a detailed breakdown of Gamergate I recommend reading this excellent post; I won’t be rehashing the specific events here) because the players involved are exactly that: gamers. This rage-ful, over-entitled, Internet-connected fraternity of kids share one core skill: playing games. Little wonder, then, they have proved so expert at driving a toxic hellbrew of misogyny into the mainstream media — and all over social media — by gaming popular online channels using a sophisticated playbook of disruption.
There’s nothing more central to Facebook, literally, than its news feed, the middle column of posted stories from friends and business connections, or on the smartphone, the only column. Besides serving as the key place where ads run, it’s what makes people keep coming back to Facebook–though all too often they wonder why the heck they got this viral video post when their sister’s post got lost in the scrolling depths.
Over the past year, Facebook has been rolling out algorithm updates which have resulted in decreased visibility for business organic page posts. In my article today, I'll cover 11 Facebook anti-algorithm tactics to help get your fan engagement back!
1. Share Great Content. The old adage remains true - (quality) content is king. If you post awesome content, your chances of being liked and shared increases, boosting your presence in Facebook news feeds. Many of Facebook’s algorithm tweaks are aimed at weeding out what Facebook deems “low quality content,” like memes. For greater reach, opt instead for quality content from news sites. It’s a bit bourgeois for Facebook to assume CNN articles are always classy and memes are always pond scum, but we don’t get much choice in how Facebook adjusts its algorithm. My suggestion? Ramp up on your own original high quality content with ebooks, blog posts, white papers, downloads, etc.
Algorithms now dominate the social media marketing discussion - almost everywhere you engage, within almost every platform you use, machine learning and data sorting is used to decide what it is you see.
Social media algorithms are constantly evolving. And as marketers, it's our job to understand the way these platforms work so we can optimize our content to best be shared on any and all of the platforms we live on.
Getting a penalty from Google can mean lower search engine rankings, your site's removal from its search index--even the death of your business. As Google continues to step up its war on spammy, over-optimized links, businesses must be more vigilant than ever in protecting their link profiles.
The search giant readily admits links will become devalued over time as Google finds other ways of gauging the relevance and popularity of a webpage. However, links are still very much an indicator of how high a page should rank today. Google has its hands full trying to sort out the good links from the bad and some webmasters will inevitably be caught in the crossfire.
Social media has been a pivotal piece of successful marketing strategies for a decade now. The ability to share content, build a community of current and potential customers, and engage with an audience in real-time has forever changed how brands approach marketing.
Instagram’s recent move to abandon a linear feed and move to an algorithmic timeline, akin to its big brother, Facebook, is an attempt to double down on engagement.