Follow These Steps to Algorithm Proof your Social Media Strategy

Marketing leaders and brand owners, if you've found yourself frustrated with the ever-shifting sands of social media algorithms, you're in good company. The way we show up online for customers is constantly changing, and social media is leading the pack. It's no longer enough to simply to simply have a presence on social media, but it's necessary to have a purpose as well, one that leads to tangible results for the business. The first hurdle we have to clear? The almighty algorithm. Let’s dive into it.

Understanding Algorithms

First things first - let's demystify algorithms just a bit. These systems are designed to for the benefit of their respective social media platforms. Their main purpose is to get people to come to the platform as often as possible and stay there as long as possible. They do this by focusing on way to enhance the user experience, ensuring that the most relevant and engaging content shines. They determine which content meets that criteria based on how often people interact with it, how much time they spend viewing and what those interactions are. With this being our primary focus, we can start building a strategy that not only works with the algorithm, but keeps working even as it makes multiple changes to keep up with users' preferences.

Building a Genuine Brand-Audience Connection

Let’s get real. Authenticity is the name of the game, but too many business brands try to craft an 'authentic brand', that ultimately falls flat. Instead of trying to copy the latest trends that the algorithm appears to be promoting, focus on creating content that builds a genuine connection with your audience. Don't be afraid to use words and phrases that are unique to your industry to help your content stand out to your audience. By sharing content that speaks to your audience’s core desires and needs, and you'll build relationships that algorithms preferences can't shake. Your goal is to not just reach your target audience on social media, but build community and loyalty in your brand.

Diversification of Content

A little variety never hurt anyone, right? And it definitely doesn't hurt the algorithm Focusing on one-type of content is a quick way to lose your audience's interest. Instead, leverage a content strategy screen - a guideline on content dos, don'ts and musts, to give your social media team the flexibility to get creative. Add a variety of content types and styles, plus leverage user-generated content to keep your audience engaged, and to give you more opportunities to work with the algorithm as it consistently updates to favor one type of content over the other, and you won't have to scramble to keep up with its mood swings.

Engage Rather Than Broadcast:

Remember, social media is a two-way street. Instead of just talking at your audience, let’s chat with them. Host Q&A sessions, run polls, reply to comments,, host live sessions and ensure that you share content that is not just designed to be consumed, but also to spark discussions. Leverage personal brand accounts as part of the business strategy to drive conversations on business content, as well as engage on the personal profiles of the brand's audience. Think of social media like a digital 24 hour networking event where your business and its representatives can consistently start and engage in relevant conversations. The more you show interest in the platform, the more the platform shows interest in you. The more you engage, the more your brand will be engaged with. And the algorithm loves all of it.

Building a Multi-Platform Presence:

Not to sound all millennial, but (I am a millennial so there's that), but why limit your business brand to one platform? From Instagram’s aesthetics to LinkedIn’s professionalism, each platform offers its own unique flavors. Being present across multiple platforms ensures that no matter where the algorithmic winds blow, you're standing strong. And repurposing content doesn't have to be hard. Again, include guidelines on how to repurpose content for different platforms as part of your social media strategy so that your team has both the creative flexibility they need to expand, as well as a go-to strategy on how to make the most of each platform from one piece of content.

Utilizing Creator Collabs:

Ever heard of a little thing called influencer marketing? Creator collabs are basically the same thing, except rather than simply have an influencer 'promote' your brand, you collaborate with them on the content. This not only allows you to get in front of a new, engaged audience, but it really gives you a boost in the algorithm when the creator's audience engages with the content that you've collaborated on. Not to mention it's a great growth strategy. Creators range from micro to mega, so there's a budget for almost every brand out there with great rewards that extend much deeper than simple impressions.

Prioritize Metrics That Matter:

In another millennial driven phrase, let's keep it real. Not all metrics are created equal. Instead of chasing the vanity allure of likes or follows, it's important to zero in on what truly moves the needle for your business. The algorithm is going to focus on insights that it can use for its purpose, so you need to focus on the insights that you can use for your purpose. Think conversion rates, engagement metrics, and share of voice for starters. It's about quality, not just quantity. This is by far the most important part of building a social media strategy for your business brand.

Continuous Learning and Adaptation

The digital world is a classroom, and we're eternal students. Stay updated, by subscribing to relevant industry blogs, finding and/or facilitating ongoing training for your team members and following thought-leaders in the space on social media. The best social media strategy needs to be flexible, and have enough room to innovate as often as needed while staying the course to get you the results you want from your efforts.

Conclusion

In the grand scheme of things, algorithms are just one piece of the puzzle. A solid, effective strategy integrated with your overall business marketing and goals will stand the test of time on social media. And more importantly, it will get your more than just 'seen'.

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