What is Social Media still worth for?
I’m pretty pissed by the recent rumours (let’s call it that way) about the social media platform “twitter” introducing an algorithmic timeline (wanna know more about the matter? either follow the #RIPtwitter hashtag or read this (very great and insightful) article by @setlinger to learn about the possible impact)
So why am I annoyed? – Here’s to share a little
When having joined twitter and facebook in 2009, things in both networks were pretty straight forward: Your feed filled with updates from your followers, you could watch things you liked more closely and just run over other boring stuff quickly. Step-by-step facebook started to tailor my feed. It sort-of commenced when I noticed that they were constantly changing my feed setting to (don’t remember the exact wording) “trending stuff first” and I had to manually set it back to “chronological” ever and ever again. At some point that setting possibility vanished totally and my feed remained tailored to – well – what, actually?
Did I back out then? No! Because by that time, I had discovered the advertisement possibilities of facebook. Today, I run about 6 different pages (sometimes, I add some, such as the recent “I AM ELEVEN – Austrian Premiere” page, to promote some causes I am committed to; these go offline again some time later). I am co-administrator of a page that has more than 37.000 followers (CISV International) and it is totally interesting to observe the effects you achieve with one or the other post, comment, engagement, … whatever. Beautiful things happening from time to time. Personally, in my own feed, I mainly share things randomly (you won’t know me, if you just knew my feed); sometimes it just feels like fun to share an update. Honestly, I’ve given up fully to think, that any real engagement is possible through these kind of online encounters – it’s just fun.
Twitter is a bit different: I like getting in touch with people, whom I do not really know. Funny, interesting, insightful exchanges of information happen within 140 characters. And it gives me food for thought job-wise equally as cause-wise (#CISV, #PeaceOneDay, … and more). I came upon the recently introduced “While you were away” section on my mobile, shook heads about it and constantly skipped it not really bothering about were to switch it off (subsequent answer to subsequent twitter-question: “Did you like this?” – always: “NO”).
And then there was the “algorithmic timeline” announcement!
So, why is this utter bullshit?
I’ll give you three simple answers from my facebook experience:
- Some weeks back – in November, right after the Paris attacks – I was responsible to post an update to our CISV-International facebook followers. Tough thing, to find the right words. Obviously I got it not too wrong as the reported “reach” was around 150k users in the end. Think about that? A page with some 37k followers reaches some 150k with one post. I was happy about the fact, that it was that much, but thinkin’ twice about it: How can I really know about the real impact of that? In truth, that counter does tell me simply nothing.
- Some days ago, I spent a few bucks to push a post from the “I AM ELEVEN – Austria” page. In the end it reported a reach of 1.8k! “Likes” – however – came mostly from users who – according to facebook – don’t even live in Vienna, though I tailored the ad to “Vienna+20km”. One may argue that even the best algorithm cannot control friends-of-friends engagement – and I do value that argument; but what’s the boosting worth then, if I do not get one single person more into the cinema to see the film?
- I am recently flooded with constant appearances of “Secret Escape” ads. I’ve never klicked it (and won’t add a link here – I don’t wanna add to their view count); I’m not interested in it; facebook still keeps showing me who of my friends like it and adds the ad to my feed more than once every day. Annoying. And to stop it I’d have to interact with the ad – which I do not want to. However, I don’t have a simple choice of opting out of it …
Thinking of all that – and more – what would I personally gain from an algorithmic timeline on twitter, if facebook hasn’t really helped me in my endeavours anymore, recently? Nothing! I think. I just don’t have the amount of money to feed the tentacles of those guys, having such ideas, so that their ideas would by any means become worthy for my business or causes. Period.
But as those tentacles rarely listen to users like me but rather to potent advertisers (like “Secret Escape” e.g.), the only alternative will probably again be, to opt out:
Having recently read “The Circle” that’s a more and more useful alternative, anyway …
2 thoughts on “What is Social Media still worth for?”
I hope we will forever have the possibility to have a reverse chronological feed in Twitter. As for now it seems they are making very careful steps into the algorithm feed thing.
As for advertising – Having such easy tools for creating ads is a powerful tool for smallbusiness owner, compared to creating remarketing campaign or google adwords campaign, but being easy to use seems to also mean being not very effective.
This could be an interesting read for you: https://blogs.harvard.edu/doc/2015/03/26/because-freedom-matters/
Twitter has so many benefits, like easy starting conversations with strangers, following an event, a tv programme, promoting yourself / your business / your blog…, you can share pictures, videos, audios, gifs, vines etc.
Twitter trys to solve 2 things at the moment imo
– For advertisers it seems its just not generating enough “clicks” ( called engagement, which is strange to call it that because of what engagement means in the ofline world…)
– For new users its to hard to understand what Twitter is about – it has so many usecases. I read an interesting article arguing that Twitter is not for everyone because you have to be “on it” all the time… it requires more knowledge, time, understanding to benefit from Twitter.
a 3rd problem they need to fix: all the autofollow / spam accounts.
It will be interesting to see were Twitter is by end of 2016.
Good thoughts. Thanx for the link, Rolf!