Social Media Algorithms & Their Effects [extract]

Social Media Algorithms & Their Effects

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Social algorithms exist to funnel certain kinds of content to specific audiences, encouraging people to spend more time on the platforms.

They dictate the kinds of content a user can “discover” outside their own community.  On its own, an algorithm is a set of instructions used to process data inputs and solve a problem. 

In the case of social media, the main challenge  is how to connect users with engaging and relevant content. The algorithms social platforms develop and use differ from network to network, and they’re continuously being refined to create a more successful experience. 

Social media algorithms can be a very useful way of growing an online audience and they are designed to match users with content that suits their interests. Algorithms analyse user behaviour, interactions and interests to understand their content preferences and deliver personalised content.

These algorithms analyse a user’s behaviour, such as the accounts they follow and the content they like, share, or comment on. This personalisation keeps users engaged and encourages them to spend more time on the platform.

Algorithms hold significant sway, using past interactions to predict and suggest content that aligns with individual user interests. As users engage with certain posts or accounts, the algorithm adjusts its recommendations accordingly, amplifying similar content. This dynamic process fosters tailored experiences, driving user engagement and satisfaction.

However, the social media environment is another prominent example of algorithmic decision-making and nearly all the content people see on social media is chosen not by human editors, but rather by computer programs using massive quantities of data about each user to deliver content that he or she might find relevant or engaging. 

This has led to widespread concerns that these sites are promoting content that is attention-grabbing but ultimately harmful to users, such as misinformation, sensationalism or “hate clicks.”

(Full article length: 3,340 words)

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