21 Things To Do (or Don'ts) After a Change in Social Media Algorithm

21 Things To Do (or Don'ts) After a Change in Social Media Algorithm


  social-media-algorithm-change In the marketing world, a change in the algorithm of a social media platform is a milestone.

The strong reliance of brands on Facebook, Twitter, Instagram, LinkedIn, etc. , as content distribution platforms mean that even a slight change is tightening the links between social media and the hands of marketers.

What should you do when your favorite social media platform Consider the advice of these 21 experts who present to Content Marketing World 2018.

Be the turtle, not the hare

Often the initial panic inflates the impact of change and an immediate adjustment in response to the alarm can do more harm than good. By staying stable and carefully measuring the impact, you can make more informed adjustments to your strategy based on actual results rather than rumors.

Melanie Deziel founder, StoryFuel


The socialmedia algorithm changes. Measure the actual results, then adjust, says @mdeziel.
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Examine All Factors

An algorithm could change your success both positively and negatively, but many other factors – type of content, quality of content or key events. The most important thing to understand is the performance of your social content and the factors that can affect its performance.

Amy Higgins Director of Content Marketing, Sojern


is a factor in social outcomes – but quality content, key events are also important. @amywhiggins
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RELATED CONTENT: 3 models (and tools) to understand, predict and react to your social media

Think Agile

A major algorithm change is perfect time for the hypothesis test – an excellent case of use for Agile. Set up safe experiences and see what works and what does not work. An agile marketing team could devote half (or all) of a sprint to conducting experiments on a single social channel and to a much deeper understanding of how their content needs to adapt.

Andrea Fryrear President and Senior Trainer, AgileSherpas


According to @AndreaFryrear, use a #socialmedia change as a good time to test your hypotheses. #CMWorld
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Grow from changes

Adapt. For example, when the organic reach dropped, we increased the frequency. It helped me a little. Then we started to do more marketing influence and collaborative content. This gave us more ways to mention and share. It helped a lot. When social networks began to propel video to the top of the stream, we started producing more social videos. That helped a ton. It is 10 times work but produces 100 times more results.

Andy Crestodina Co-Founder, CMO, Orbit Media


We produced more social video. He is 10 times the job but produces 100 times the results. @crestodina #CMWorld
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HAND-RELATED CONTENT: 2 simple checklists to implement to use in your marketing planning influence

Gather, reflect and eventually rotate

the media will conduct an information session, then together we will decide how to rotate. It can be painful, but you have to deal with the change. The real point is that it is crucial in this climate to use various methods to reach your audience through content – SEO, social platforms, SEM, paid media, e-mail, partnerships, etc. -. only platform does.

Margaret Magnarelli Vice President, Marketing, Monster


Faced with painful changes #socialmedia, and do not rely on one channel, says @mmagnarelli. #CMWorld
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HAND-RELATED CONTENT: Roadmap to Success: The Essentials of Content Distribution Winning Eyes

Take time to think [19659005] Pay attention to what the company itself says and then look at the opinion leaders who are following this channel carefully. They will probably have data to report that will tell you how to change course.

Ahava Leibtag President, Aha Media Group


Examine thought data the leaders of a #socialmedia channel for ideas on how to change course. @ahaval #CMWorld
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Continue to analyze

You must pay attention regularly to the analyzes even if the algorithm does not change. One important thing is not to panic. I do not rush into the changes because it takes time to understand the effect of the algorithm change. Your analyzes will help you.

Ian Cleary CEO, RazorSocial


Attention to #socialmedia analysis, even if an algorithm does not change, says @iancleary. #CMWorld
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HAND HELD CONTENT: Roadmap to Success: Monitoring and Measuring the Performance of Your Content

Make an A and B

KPI) for see how the algorithm affects the desired actions. Sometimes you have to run A / B tests to see if the favorable changes are maximized.

Buddy Scalera Content Strategist, BuddyScalera.com


Run A / B tests to see if you're in the mood. re maximizing the algorithm #socialmedia changes, says @BuddyScalera. #CMWorld
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HAND-ASSOCIATED CONTENT: More than 101 performance indicators – Choose the best

Explore what's missing

Once you've mastered the changes and reasons , identify gaps

Anna Hrach Strategist, Convince and Convert


See what happens with your #social and identify new gaps in your strategy. @annabananahrach #CMWorld
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Do your Research

Reacting to changes as they happen is a sure way to drive you crazy. Continue to meet the needs of your audience in a disciplined and sustainable manner. Do not go after each new idea. Read the expert blogs to see how you can change what you do over time.

Clare C. McDermott Research Manager, Mantis Research


& see how to change the strategy over time. @clare_mcd #socialmedia #CMWorld
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Differentiate Changes

When a social network alters its algorithm, it inevitably becomes harder to generate organic eyeballs, but that still does not change the main goal. An algorithm that passes from a type of content like text to video would require a change in strategy, but an update modifying what constitutes a commitment would be considered the new standard.

Eli Schwartz Producer of Organic Products, SurveyMonkey


Pay close attention to algorithm changes that affect your primary goal, says @ 5le. #CMWorld
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Do Quantitative and Qualitative Work

Watch and answer your audience, not the algorithms. It is amusing to see that few changes in algorithms can affect your work if you stay focused on what works or does not work for your clients. Use a qualitative feedback as well as concrete data.

Jay Acunzo founder, Unthinkable Media


Also rate #socialmedia with a qualitative return. It's about your audience, says @jayacunzo. #CMWorld
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Ask Why

There is a reason behind an algorithm change that needs to be discovered. Was it because the public was moving away from the platform and the supplier was looking for a way to bring them back? Or maybe it's due to the fact that many marketing messages saturate the system, they had to block the noise. Whatever the case may be, you should review your practices to make sure you are not the cause of change and decide how to continue to be public-centric.

Jeff Julian CEO, Squared Digital


Is this something you said? Find out the reason for changing the algorithm, then adjust if necessary. @jjulian
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Take the road less traveled

I immediately think of what can differentiate me in all this noise. As soon as there is a new change, everyone starts doing the same thing. In reality, the most socially successful people are always thinking about what they can do to change with the new social changes.

John Hall Co-Founder, Influence & Co .


Do not rely on the same thing as everyone else in response to a change in #socialmedia. @johnhall #CMWorld
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HAND-HELD CONTENT: How 3 serious brands engage humanically on social media

Follow closely

If every modification of algorithms social media needed a review I argue that we had the wrong strategy. However, with one of my clients, we looked at Facebook especially this year after its most recent changes to see which content is most likely to integrate the flow of people or attract activities.

Jonathan Crossfield The chief editor of Chief Content Officer magazine


states that #content is more likely to figure in people's flows or attract activities, says @Kimota . #CMWorld
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Evaluate Regularly

A strong social media program should be evaluated regularly to associate intra-channel and downstream measures with overall program / marketing objectives. It is at this time of gathering and analyzing information that you want to modify your content, your pace, your tactics and your targeting to maximize visibility and impact in accordance with the data and the information. any algorithmic update. This will also help you make sure your program can take advantage of all new channel versions if this is relevant to the business.

Nicole Martin Vice President, Strategy and Analytics, Pace


highlights global and downstream statistics on overall marketing goals, says @StrategySavvy. #CMWorld
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Back to map

This is not so easy. And it is not so difficult. We go back to the plan: What was the reason we were distributing on this platform in the first place? What will it take (translation – how much money) to maintain the level of activity required to achieve our goals? What is the next best solution? Then compare the two. Sometimes you have to make a subtle change. Other times, you must explode. Regardless, wear protective glasses.

Ron Tite Founder and CEO, Church + State


Return to plan. How much will it cost to achieve the goals? Do you need to move or blow things up? @rontite
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Be Protected Against Algorithms

In the end, all the changes made to the algorithms are designed to enhance the end-user experience. My strategy is to consistently deliver a superior user experience. So I am essentially protected against algorithms. It's the strategy to be anti-brittle and to be "so great that they can not ignore you," as Steve Martin says. We can not win the game of the pursuit of algorithms. But we can win the game of creating incredible content.

Nichole Kelly Responsible for Conscience Issues, The Consciousness Marketing Institute


You Can not Win Prosecution Algorithms. You can win the game of incredible content, says @Nichole_Kelly. #CMWorld
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Keep an eye on the price

It is essential to develop a strategy that keeps an overview of what you are trying to do and what you are trying to make. Keeping an ongoing conversation with your audience on what he's looking for can help avoid the act of juggling that social media can become.

John Bucher Strategist, Author, Storytelling for Virtual Reality [19659008] Avoid #socialmedia juggling, have a continuous conversation with your audience, says @johnkbucher. #CMWorld
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HAND HELD CONTENT: 2018 Content Marketing Toolbox: Tips, Templates & Checklists

Do not Play

re playing the wrong game

Jonathan Kranz Director, Kranz Communications


Do not play the game of modifying algorithms #socialmedia, says @jonkranz. #CMWorld
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Give Up

Trying to keep up with the constant changes in social media is more and more like trying to get ahead of a train, which is why I abandoned it. Instead, my first instinct with every new algorithm adjustment is to work even harder on our SEO, while being fully aware that the search, too, is nothing else. that a big algorithm. The only viable alternative to all of this is to continually develop valuable relationships with our audiences on our own platform, which will enable us to reach them on mutually agreed terms. Granted, GDPR has made everyone re-evaluate these relationships recently, but I think that in the long run this will help strengthen them.


Do not sue #socialmedia, work harder on #SEO & relationships, says @AlenkaBester. #CMWorld
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Alenka Bester Digital Content Manager Marketing, Zavarovalnica Triglav

at Content Marketing World September 4-7 in Cleveland, Ohio. Register today using code BLOG100 to save $ 100.

Cover image by Joseph Kalinowski / Content Marketing Institute

The post 21 things to do after a change of social media algorithm Content Marketing Institute.

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