Never heard of "algorithming?" That’s OK. It’s not a word …yet. Neither is "algorithmed," although the Urban Dictionary describes it as "having your comments, art, or videos hidden from view by an automatic process employed by a tech company, often as a result of a form of soft censorship that is built into the algorithm employed by the tech company to suggest or deliver content to a viewer.”
Think for a minute how much we love this “post junk mail” era we are living in, where most of the advertising we’re presented with on our screens seems eerily relevant, appropriate, and tailored to our overt, expressed, and even hidden wants and desires. Recommendation engines that not only approximate what we want to read, click on, or buy have mastered the mathematical task of knowing what we want by using our past behaviors as a marketing crystal ball of what we want (or should want) next.
Social media companies make money based on the duration of time we spend on their platforms. The longer we’re there, the more ads we can be fed. And the way they keep us there is to feed us with more of what they know we want and less of what we don’t.
Why is this relevant for you? For starters, you probably have never thought about how algorithms are competing for your audience's attention, and that they are a major competitor for your organization and, specifically, the events, publications, and memberships you are attempting to sell to your audience. It’s becoming harder to compete with Facebook, Google, Apple, Amazon, Walmart, and every news outlet, marketer, and app that is vying for the time and attention of those members that you are seeking to engage, retain, and attract.
So … how do you keep up? Three steps to keep you in the game:
We are all in a battle for the time, attention, and loyalty of an audience that is being waged by the data-quants, algorithm engines, and copy-writing mavens that know how to attract and captivate the audience that you have worked so hard to cultivate. Don’t seed ground to these organizations … you have a mission, a relationship, a value proposition, and the permission that they don’t.
But that doesn’t mean that you can win in 2022 the way you did in the past. Will this be the year you adopt a few of these twenty-first-century approaches to strengthen your member relationship? If so, I hope to hear from you … we can help.
P.S. 360 Live Media can help you plan your next meeting or event. Contact us to learn more.