Social Algorithms: Level Playing Field or Playing Favorites?

The world of social media has opened up lines of communication in groundbreaking ways. Some might say that social media accounts have provided a path ‘around the system’. For example, are you having trouble getting any real face time with an executive? Have you considered direct messaging them on Twitter, Instagram or LinkedIn? Frustrated about an issue in your city and how it’s being handled? Forget slow traditional channels – take your feelings to Twitter and they’ll likely be heard. 

In some ways social media has offered an equal platform to people from all walks of life. You don’t need any specific credentials or letters behind your name to create a Twitter account and use it.

However, some may disagree, saying that’s not the whole truth. While one’s ability to be active on social media is largely unhindered, advanced social media algorithms result in some post content receiving preferential treatment over others. Meaning, you’re not seeing all the content being posted, equally. Part of a social algorithm’s job is to get to know you based on your behaviors, your close friends and interests, and then sift through content for you, only showing you posts that you’ll most likely want to see. While that could be seen as a positive, you’re not really seeing everything that’s being posted, and an algorithm is making decisions for you. 

From a brand perspective, according to Sprout Social, some people have the theory that “social media algorithms exist to push brands to pay a premium for social ads. The belief is that if brands can’t reach their audience organically, they’ll turn to ads instead. Obviously, this means more money for social networks.” When social media paid ads first became available and widely used, many social media marketers experienced a serious shift in the content reach they were able to accomplish through organic posts alone. 

In truth, social algorithms are changing constantly, and it’s not possible to ever fully be attuned to their shifting, sometimes seemingly hidden, strategies.  

What’s your take? Is social media the great equalizer? Or, is it pay to play?