Tuesday, September 16, 2014

Twitter's Controversial Algorithm Changes: What They Mean for Your Business

Twitter's Controversial Algorithm Changes: What They Mean for Your Business
Twitter recently announced algorithm changes that have sent the Twittersphere into a spin. Dedicated users tweeted their collective dismay at the proposed changes. According to GigaOm’s Matthew Ingram, the message is clear: A Facebook style, curated news feed is coming, and it is likely here to stay. Yet, despite a torrent of veteran users threatening to leave Twitter, the company is willing to take the risk. Twitter’s CFO, Antony Noto explained:
“Twitter’s timeline is organized in reverse chronological order, but this isn’t the most relevant experience for a user. Putting that content in front of the person at that moment in time is a way to organize that content better.”
In other words, if Twitter can grow the relevancy of it’s platform, it will be able to move from being a niche player that traditionally only attracts news junkies (journalists, politicians, PR/marketers, to name a few), who’s professional status is incumbent on the real-time news that the reverse chronological order that the current Twitter feed provides. For the rest of the online community, Twitter remains just another social networking platform, still shadowed in number of registered users, by Facebook.
Forbes.com’s Jeff Belocosdi explained why Twitter is set to imitate a Facebook style curated newsfeed in this way: if the new newsfeed algorithmim proves popular with first-time and occasional users, Twitter will be able to grow its number of registered users and position itself as a mainstream source of real-time news – even if at the expense of losing some of their veteran users along the way.
What will a newsfeed-driven Twitter feed mean for businesses?
The problem with Twitter’s new curated news algorithm feed is that businesses now risk not having their content seen at all without spending money on Twitter ads. Companies are all competing for an increasingly crowded online space, and with Google SEO and Facebook’s algorithms rewarding articles based on engagement and ads, it is crucial for brands to create relevant and newsworthy content for their online audience.
Indeed Facebook has already warned publishers against ‘click bait articles’, recently tweaking its algorithm to punish content deemed “click bait.” This also means blogging is more important to your brand strategy than ever before, providing you with another channel to maximise your visibility on an increasingly noisy and competitive online space.
Finding a savvy and engaging content writer who understands the digital sphere is crucial for businesses looking to increase their online presence. With Twitter’s imminent change to an algorithm based news feed, it will be worthwhile to seek out quality content writers who understand how best to optimise content for social media, SEO – and whatever’s next.

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