How do social media changes impact on businesses?

|Andy Thevarokiam
How do social media changes impact on businesses?
hands-coffee-smartphone-technology Here at Podium, we like to stay ahead of the game with social media updates and algorithm changes. These updates from large platforms can begin with all the best intentions, but if the audience reacts badly, it can turn away some of the most loyal users. These changes to layouts, features and algorithms can affect both consumers and businesses alike, Luckily we love paying attention to this nerdy stuff, and we’re here to advise on how to deal with algorithms changes.    

Snapchat

One of the most unpopular updates recently has been with Snapchat, this resulted in a ridiculous 800,000 angry users signing a petition to reverse the update. The update itself focused on separating “media content” from that of “friends”, however this made the app increasingly difficult to use. This, along with the introduction of similar ‘stories’ on Instagram and Facebook, prompted large brands like Maybelline to ask the following… Screen_Shot_20180222_at_6.44.59_PM But it’s not just Snapchat that have made a possible detrimental change to their platform. Facebook’s recent algorithm change has left many users scratching their heads.    

Facebook

Mark Zuckerberg pledged that the latest algorithm change was to prioritise “meaningful social interactions” over “relevant content.” In early analysis, this has resulted in many businesses and organisations seeing as much as a 75% drop in their organic post reach. If Facebook is a key ingredient to reaching your target audience online, this could mean that it’s now slightly more difficult to ensure your audience sees your content. That’s where we come in: by mixing paid social media advertising and engaging organic posts, we are experienced at navigating Facebook’s regular algorithm updates.    

Twitter

One platform that has managed to test the waters of change and come out the other side is Twitter. Twitter’s 2017 update introduced ‘moments’ and expanded the character count of tweets from 140 to 280. Some users were a little hesitant at first but overall the majority of people welcomed the ability to express themselves more dynamically, increasing Twitter’s popularity as a must-have online business platform. We here at Podium stay up-to-date of trending twitter ‘moments’, hashtags and current events that are repentant to your businesses. Our expertise allows us to utilise the platform to maximise ROI for your company.     Each update, algorithm change and new feature changes the fundamental way in which the user interacts with the platform, and how much they value it. For example, people who once used Facebook, Instagram and Snapchat all equally may no longer value Snapchat as much since the ‘stories’ feature is more easily accessible through both Facebook and Instagram. Therefore, the need for Snapchat becomes almost irrelevant. One of the most common themes seen throughout these unpopular updates is that of utter confusion, from a difficult to navigate app, to a smoke-and-mirrors like approach to viewing algorithms.

If you are struggling to get your head around how to get your adverts, and organic content, seen by those who are probably looking for it, then give us a call and we will be more than happy to help your business stay ahead of the competition.

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