There are now 4.2 billion social media users around the world. That’s 53% of the world’s population. 490 million users joined in 2020 alone. (Source: Hootsuite). Yet despite this incredible growth (though, it’s unclear how many are fake accounts/bots), it’s obvious that we are at a crucial tipping point. All because of the dreaded algorithm.
As co-founder of one of the very first social media marketing agencies, Fanscape, I was at the forefront of the social media explosion. As each new platform arrived on the scene, there was so much promise about how we could activate communities and transform marketing as we knew it.
Creating a Monster
That promise was certainly fulfilled. But not in the way I think so many of us in the industry imagined. We didn’t predict how algorithms would change the behavior of millions of people. Or how much the data gleaned from those algorithms would be relied upon.
We created a monster.
You’ve read the articles and seen the documentaries. At this point, it’s safe to say that we are all aware of the harm that modern algorithms can cause — spreading misinformation, reinforcing stereotypes, keeping us trapped in our own version of reality, gender and racial biases, data inaccuracies — the list goes on.
We know that these issues exist. But the question is, what should be done about it? To get an answer, we have to start with what we know WON’T happen.
What Won’t Happen
There is far too much money involved for us to have any reasonable expectation that Facebook, Twitter, YouTube, et al will suddenly stop advertising altogether. We know they won’t stop serving content designed to keep users on their platforms. We know they won’t stop collecting data whenever users engage with that content (and this goes beyond the social networks to include streaming services like Netflix and Spotify). And we know they won’t do away with algorithms altogether and go back exclusively to a reverse-chronological feed (some offer a choice — but it’s certainly not an intuitive option that most users are even aware of).
We know advertisers and marketers won’t stop using social networks to sell products (nor would I recommend they do). We know they won’t stop their quest to easily reach their target demographic. We know they won’t raise objections to machine learning algorithms that generate the most impressions at the lowest cost. And we know they won’t really put any pressure on the social networks to make major changes (a lot of good that the big Facebook ad boycott did, right?).
We also know that users of social networks won’t enjoy a platform without algorithms (you may think you would, but imagine your feed filled with content you don’t care about; overwhelmed by so much stuff that you can’t comb through it all). And we know that users probably don’t want to pay a fee to engage on social networks (though they are more than willing to pay for streaming services, so perhaps some consumer retraining could be possible), which would ultimately be the case if advertising on the platforms were to stop entirely.
So, after giving this a lot of thought, I am joining the chorus of others in the industry who have proposed, what I think, is the solution that will best meet the needs of all stakeholders involved — the users, the advertisers, and the social networks…
Give users control over their own algorithms.
User-Controlled Algorithms
First, social networks and streaming services need to be fully transparent about how their algorithms work. Once the veil of secrecy has been lifted, give users the opportunity to make changes. To customize it. To provide more accurate and actionable inputs that will cater to individual needs. After all, algorithms are programmed by people. Why can’t those people be us?
It’s not enough for Facebook to show a “why are you seeing this?” message every once in a while, or for LinkedIn to send a survey about content, or for Twitter to allow toggling back and forth between relevant and chronological feeds (it always seems to find its way back to the default somehow doesn’t it?). All features designed to give the illusion that users have some sort of say in the matter. Instead, let’s take the guesswork out of the algorithm altogether.
I am not suggesting that these companies should just hand over 100% access to their proprietary technology. But, what they can absolutely do is create a user-friendly interface that still allows us to program our own algorithms without seeing exactly how the sausage is made. Think about it. We are able to customize pretty much everything in our lives today — our 401Ks, our Nikes, our healthcare, even our shampoo. Consumers are being given choices like never before. Mostly because they are demanding those choices (77% of consumers have chosen, recommended, or paid more for a brand that provides a personalized service or experience — Forrester). So why shouldn’t we be able to choose — to really choose — what we see on the social networks and streaming services that we spend hours each day engaging with?
And this is a win-win for everyone. The truth is, these algorithms are making decisions based on fleeting moments in our lives. One click while on break from work, one “like” while aimlessly scrolling our feed, one share to a friend based on an inside joke, one accidental stream of the first 10 minutes of a movie we weren’t even watching. Our behavior — what we like — what we don’t — who we are — can’t be accurately defined by these random signals.
Reducing Algorithm Blindspots
If social networks really want to know more about us (and they do), empower the user. They will show you who they are and what they care about (81% of consumers want brands to get to know them and understand when to approach them and when not to — Accenture). Which will actually give these platforms much more insight into true consumer behavior, allowing them to learn how diverse we really are. Consider the wide swaths of people advertisers are missing with their marketing messages because of how limiting these algorithms can be. Giving users a choice will not only create a better overall experience but it could alleviate some major machine learning blindspots — allowing these companies to better serve our needs and the needs of their customers, aka the advertiser. Think of how much more valuable the data would be. (83% of consumers are willing to share their data to create a more personalized experience. — Accenture)
Even Jack Dorsey at Twitter is coming to terms with the importance of consumer choice when it comes to social network algorithms. He recently announced his support for a marketplace-style approach, where Twitter users could actually select which algorithm fits their needs. Providing the ultimate flexibility into what content is served to each user. Choice, says Dorsey, “would not only help out business but drive more people into participating in social media in the first place.”
The caveat is, of course, that even if users do get to program their own algorithm, problems could still exist based on machine learning biases. So along with giving up more control, algorithms will still need some serious tweaking. Weighted values and actions need to be recalibrated. Various sources of information need to be ranked higher than others. Gender and racial biases need to be addressed. Engagement should no longer be the primary metric for determining how content is served. Adjustments need to be made so that the interests of large percentages of people aren’t overlooked simply because they aren’t in the majority. But ideally, if consumers are given proper control, some of the problems that plague modern algorithms may actually solve themselves.
And most importantly, social networks and streaming services need to constantly adjust and alter algorithms based on OUR feedback. We shouldn’t have to wait for government pressure or weak corporate ad boycotts to see changes made. Twitter, Facebook, YouTube, TikTok, Hulu, Netflix, Spotify… they should all want the best experience for their users while at the same time creating a much more expansive and diverse network of information. It only broadens the reach potential for the marketing and advertising dollars they rely on.
Future-Proof Social Networks
It is unlikely that we will see social networks and streaming services completely upend their tried and true business models. They make billions of dollars and employ hundreds of thousands of people. And, as previously noted, social media usage only continues to increase. It may feel like they have no incentive to change. But, if there’s anything we know for certain, it’s that change is inevitable. Every company, including (especially) these tech behemoths need to future-proof their organizations. Constant optimization is crucial to the long-term success of any business.
The writing is on the wall. Consumers are demanding change. These platforms can’t exist without us and in many ways, we would be lost without them. Accepting this mutually beneficial relationship is a crucial step towards developing a viable compromise that has an actual shot at success.
Would love to hear what you think! Email me at Terry@futureproofgrp.com.
