10 Social Media Challenges Healthcare Communicators Face: Part 3 - Staying Ahead of Algorithm Changes
In our previous post, we explored the challenge of maintaining a consistent brand voice on social media. Now, let’s turn our attention to another challenge: staying ahead of the ever-changing landscape of social media algorithms.
The Challenge: Navigating the Evolving Algorithm
The social media landscape is in a constant state of flux. Platforms are constantly updating their algorithms to improve user experience, prioritize certain types of content, and adapt to evolving trends. These changes significantly impact your reach and visibility, making connecting with your target audience increasingly difficult. One of the biggest challenges is reduced organic reach (this refers to the reach you achieve through your own efforts, without paid advertising). Algorithm changes often mean your content is less likely to appear in your followers' feeds.
Another challenge is the prioritization of certain content types. Algorithms often favour specific formats, such as video content, live streams, and user-generated content. This can make it harder for other types of content, like text-based posts or static images, to gain traction.
Strategies to Stay Ahead of the Curve
Now, how can you stay ahead of these ever-changing algorithms? Here are a few key strategies:
1. Stay Informed About Platform Updates
Follow Industry News: Regularly monitor trusted industry blogs, newsletters, and forums for insights into algorithm updates. Resources like Social Media Examiner, HubSpot, or Hootsuite’s blog can keep you informed.
Watch Official Announcements: Follow official channels of platforms like Facebook, Instagram, LinkedIn, and Twitter for updates and best practices.
2. Experiment With Content
Next, experiment with different post formats, lengths, and publishing times to see what resonates best with your audience.
Try this: Post the same message with two different images. Track which post receives more engagement (likes, comments, shares).
Test different posting times: Schedule posts for different times of day to see when your audience is most active.
Track key metrics, such as engagement rates (likes, comments, shares), reach, and click-through rates, to identify which content performs best. Based on your data, adjust your content strategy and posting schedule accordingly.
3. Prioritize Organic Engagement
Create High-Quality Content: Focus on providing value to your audience with engaging, informative, and shareable posts. Quality over quantity is key.
Encourage Interaction: Ask questions, host polls, and create opportunities for your audience to interact with your posts.
Promote User-Generated Content (UGC): Develop campaigns that encourage followers to share their stories or experiences, tagging your organization.
4. Consider Paid Advertising
Strategic Targeting: Use social media advertising to target specific demographics, locations, or interests that align with your audience.
Boost High-Performing Posts: Identify your top-performing organic posts and boost them to extend their reach.
Monitor and Optimize: Continuously track the performance of paid campaigns to ensure a strong return on investment (ROI).
5. Strengthen Community Engagement
Respond Promptly: Engage with your audience by replying to comments, answering questions, and addressing concerns. This builds trust and encourages ongoing interaction.
Build Relationships: Focus on authentic, two-way communication to foster loyalty and advocacy among your followers.
6. Leverage Trends and Timely Content
Stay Trend-Aware: Monitor trending topics, hashtags, and cultural moments to create timely content that aligns with current conversations.
Be Adaptable: Quickly adjust your content calendar to capitalize on relevant trends or updates.
Maintaining a robust online presence isn’t just about visibility—it’s about trust, credibility, and connection. The ability to adapt to social media algorithm changes is essential to ensuring your messages reach the people who need them most. By combining the data-driven strategies mentioned above, creativity, and agility, you can overcome the challenges of a constantly changing social media landscape.
Stay tuned for Part 4 of this series, where we'll explore the challenge of managing negative reviews and comments.