OMG, they updated the algorithm AGAIN [🐝U]

Have you heard the news?

They updated the algorithm again

Which one?

Pick any one

It cycles through all the social media platforms …
- LinkedIn
- Facebook
- YouTube

They all get a turn

How do you know?

Because marketers run around telling you about it

The reaction they’re hoping for …

Because they’ve probably got a “fix” for it

It might be free, but there can (often?) have a price tag associated with it

“What’s working on __ today!”
“Latest tips & tricks to get an instant boost to your engagement.”
“Newest ‘hacks’ to beat the algorithm”

As marketers & business owners, you’re asked to:
- reply to newsletters
- participate in surveys
- leave comments
- share
- subscribe & “smash that bell icon”

We all want engagement.
& we all ask for it, including me.

Here’s my reaction to aaaallll those algorithm announcements …

It’s not that I don’t care.
I do.

In fact, I had a client recently said …
“You know what your problem is EG? You care too much!”

But too often the “ask” is about deliverability, going viral, or whatever else feeds the numbers.

Forget the algorithm.
Focus on the person.

Asking for engagement SHOULD nurture relationships, not algorithms.

That’s it
That’s the “trick”

Because there aren't many “real” people that actually respond when you engage.

& by “respond” I' mean:
- It's not an auto-responder
- It's not a VA (though bonus points when they tell you it IS one)

It's usually NOT them.

But …

Guess whose content I MAKE time to consume.
Guess who's more likely to get my $$ when they share an offer.
Guess who's winning the algorithm game of "deliverability" & "engagement" by being authentic instead of focusing on trendy tech tactics.

Hint: It's not the people/businesses who have auto-responders, or worse, don't respond at all.

Now that I’ve - hopefully - made my point about:
- nurturing relationships over algorithms
- being authentic, transparent, & human

Let’s look at using AI

Yes, I just jumped from “be human” to “use AI”

It’s not hypocrisy

Stick with me another minute & you’ll see why.

AI is a tool

Use it well & it helps.
Use it poorly & it’s going to hurt (or kill) your business.

Use it to create/automate/delegate things to save time on the “stuff” that helps your audience.

What if, instead of “Artificial Intelligence”, you see it “Authentic Intention”?

Let the Artificial Intelligence do some the behind-the-scenes work to “get more done”

So you can invest that extra time nurturing relationships & creating a community.

Want to follow some of my favorite marketers who DO have 100% response rates to questions & comments … no matter how quirky?

Brian Kurtz sees you as part of his “online family”.
& many moons ago, when I joined his newsletter, I received (what I thought was a auto-responder to help deliverability). I didn’t reply.
I stopped replying because no one replied ,unless it was another generic bit of nonsense.

Then along came Brian, who shared all the wonderful conversations he struck up with people that DID.

He replied.
HE replied.
To every single person.

That was the FIRST time I’d had anyone say that … & there are a LOT of newsletters I subscribed to!

Then it was Ilise Benun, who’s a wonderfully “chill” & effective “Marketing Mentor”

Quickly followed by Ann Handley with her fortnightly “Total ANNarchy” newsletter

& most recently, Park Howell shares his knowledge of “The Business of Story”

They’re the ones focused on quality communities instead of large audiences.
They ALL use Artificial Intelligence
They all have an Authentic Intention to nurture relationships instead of algorithms

& they’re all successful!

I’m sure there are many more I’m leaving out
Let me know who I missed. The deserve our attention a lot more than an algorithm!

Make it a great “AI-filled“ week!
EG

PS:

Techpresso’s giving me a daily jolt of what’s happening with tech (including AI) so I’m not clueless when sitting at a client’s techie table

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Find a time that fits your schedule.

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