Beat the Algorithms

What is an Algorithm?

As social media platforms evolve, so does the way content is presented to users. This can cause serious issues for journalists and PR professionals looking to get engagement on their posts.

Social media sites use algorithms in order to present their users with (what the algorithm thinks is) relevant information. The algorithm is a sort of formula that takes information from how users interact with content online and attempts to predict what content the user wants to see based off of it.

How am I affected by the Algorithm?

Sometimes, this algorithm is useful; it can help users avoid seeing things they do not want to view. However, I believe it causes more harm than good. The algorithms can cause users to become trapped in what are known as “internet silos.” This is when a social media user is only presented with content that reinforces their own beliefs and creates a community of others with shared beliefs. In my opinion, this type of social media interaction is what causes people on both ends of the political spectrum to have such extreme views, and why they cannot seem to find any common ground. When all you see on social media is content that reinforces your beliefs and gives you more talking points around them, you are so much less likely to hear others’ opinions. People need to hear contrasting views in order to be level-headed.

The algorithms can also affect the reach of businesses, journalists, and PR professionals on social media, which makes the use of these formulas even more detrimental

How Do I Break Out of the Silos?

That being said, there are ways to get out of these silos, and ways to beat the algorithms as both a journalist and PR professional looking to get more engagement, and as a social media user wanting to see all content. One way to avoid being grouped into these silos is follow pages and view content with a range of different topics and opinions. This will confuse the algorithm, and therefore, show you more content with a variety of opinions and topics. Follow and like a variety of pages.

As a business, journalist or PR professional, it is extremely important to optimize your content. Using SEO or SEM tactics is essential, as it gets people to your site/page. Your content must be searchable in order for it to get engagement. Getting engagement on you content is equally as important, so have colleagues or employees like, comment, share you content. The algorithms often see higher engagement as higher priority, like a snowball effect, so the higher the engagement, the further the reach! Also, make sure that all of your social media platforms are linked to one another, so your pages are easy to find.

In the end, it can be extremely difficult to completely beat the algorithm, but you can trick it!