As a digital agency, we see it as our responsibility to keep a critical eye on this change and offer our clients guidance.
Basic democratic values and freedom of opinion
Freedom of expression is a cornerstone of every democracy. There is currently growing concern in the public debate that this freedom could be restricted. In our view, it is the responsibility of the platforms to guarantee freedom of expression and only intervene within the legally prescribed framework. A lively political opinion-forming process is based on an open discourse that includes both agreement and dissent – indispensable processes for any society.
The power of algorithms
The concerns in the current discussion about all social media platforms (Facebook, Instagram and TikTok) are the fear that the algorithm could increase or minimize the reach of content based on factors that cannot be seen.
We have been analyzing algorithms and their factors on platforms for over 10 years in order to maximize the success of messages in terms of reach. Engagement around social media posts is a key success factor.
From LOBECO’s point of view, engagement must be the key success factor, as both approval and disapproval spread opinions, online and offline. Social media reinforces this effect through its global reach, allowing content to be disseminated across borders while making it much more difficult to track the sender.
The non-transparent functioning of algorithms on social media is a key challenge. Ultimately, it is algorithms that decide the reach of content, which carries the risk of disproportionately amplifying polarizing content.In our view, algorithms should be fully disclosed. The organic reach of content should primarily be determined by user engagement.
Challenges and opportunities for companies
Without fact checks, companies are now faced with the fear that purely polarizing content could be preferred. This is not the case. Especially in times of social upheaval, people are looking for stability and authenticity, strong opinions and strong brands. Companies that communicate values such as honesty, transparency and responsibility can create trust and position themselves as beacons.
In a world where extreme opinions are increasingly being heard, companies have the opportunity – and the responsibility – to act as beacons of stability, honesty and ethical behavior.
Our responsibility and solutions
- Promoting brand values and authenticity:We support our clients in communicating clear values and being perceived as a reliable brand. Authentic communication creates long-term credibility. By communicating their messages authentically and sustainably, brands can not only meet the needs of their target groups, but also secure their own relevance and credibility in the long term.
- Advice on dealing with polarizing content:We help companies understand the dynamics of social media and develop strategies that promote balanced and fact-based communication. This includes the use of external fact-checking tools and the development of content strategies based on values such as integrity and responsibility.
- Responsibility in content management:Despite the relaxation of platform regulations, we continue to focus on transparent, credible and fact-based content. Companies that are characterized by authentic communication will benefit from greater trust in the long term.
What is the right way to deal with Meta & Co.
For companies: Withdrawing from all platforms is not a solution. The platforms remain essential for reaching target groups. Such a step would mean a competitive disadvantage. Rather, it is about developing the right strategies to successfully assert oneself in this changed environment.
For private individuals: It is the task of every member of a democratic society to express their opinion in order to strengthen the political discourse and not leave it to extreme groups and individuals.
Our conclusion
Meta’s decision marks a turning point that challenges companies, but also offers new potential. Those who take responsibility in communication, focus on brand values and promote commitment can succeed in an increasingly polarized world.
LOBECO is a reliable partner that provides orientation in uncertain times and develops strategies to successfully connect brands and communities.
Lisa Herrnberger,
Senior Manager – Expert Corporate Communications
