Unpopular opinion: The algorithm is not evil
Your content must use algorithms well to find that target market, writes Katie Chandler, head of social at JOY Agency.
Viewed as a kind of sentient meddler, “the algorithm” is often positioned as the secretive puppeteer pulling the strings of the social media space. Netflix specials like The Social Dilemma and Black Mirror portray it as overtly responsible for creating political echo-chambers, radicalising youth behaviour, and driving the spread of misinformation. For social media marketers, it can be a behind-the-scenes wizard that assesses and determines which piece of content accumulates the majority of spend, eyeballs, and actions – whether we like it or not.
But, far from being evil, the algorithm should be viewed as our greatest ally in the ever-competitive attention economy.
Put simply, it is an equation that results in a ranking system.
Katie – what parameters are algorithms given? Who decides those parameters? What values to those decision makers have? The “technology is neutral” trope has been debunked so many times.
I agree there needs to be stronger regulation around the parameters of the algorithm, and that the current decision makers (ie: the owners of these platforms) should not be left to their own devices to make these. TikTok, Meta, Twitter – these are businesses designed to make money, and allowing them to control their own regulation is placing too much faith in the altruism of their oversight boards.
However, I would encourage you to read the New Yorker article linked, and take a deep dive into Haidt & Bail’s extensive research – interestingly, the “debunking” you’re referring to here is not as black and white as we think. There are countless studies on both sides of the argument, and the outcome on the balance is moreso that there is not a definitive answer as of yet.
My point in this piece is only that we shouldn’t treat the algorithm itself as inherently good or bad, but that responsibility should be taken at a personal, brand, and agency level to understand what steps we can take to make the most of it – both for campaign success and brand safety. This argument in itself does not mitigate the need for better regulation at a business, board and governmental level – they are not mutually exclusive, but rather, coexist, and I agree on both sides.
I hope this answers your question(s). It’s a murky space, we can all agree on that, but I don’t believe that should mean we throw our hands up and just let the algorithm do its bidding. If I did, I’d be out of a job!