I should’ve known better.

I’d spent a considerable amount of money and effort in getting her a treat I thought she’d really love. And now I wish I hadn’t.

Hindsight is a wonderful thing, isn’t it? With the benefit of hindsight, we’d all lead perfect, trouble-free lives wouldn’t we? 

Let me tell you a story.

Not so long ago, I found myself in a bit of a quandary. Now, I don’t want to paint myself as some caricature of a male stereotype, but I’m not the best at buying gifts. It’s not that I’m not a thoughtful person, it’s just that I sometimes have trouble thinking of appropriate gifts, treats, or gestures. 

Anyway, on the occasion in question, I was inspired. It was quite impromptu, actually. I just decided I wanted to do something nice. A kind gesture with nothing expected in return. 

So, I went online (as any bloke would do, because a trip to the shops is a fate worse than death). Made sure I did some careful research. Took time to check and read all the online reviews. Compared prices to make sure I was getting the best deal. (She’s lovely and all, but I’m no mug!)

Anyway, after sunstantial to-ing and fro-ing, I finally found the perfect thing. In the end, wasn’t the cheapest (it never is), but I knew she’d love it. I couldn’t wait to see her eyes light up when she saw what I’d got for her. It’s safe to say, I was feeling quite pleased with myself. Borderline smug.

Once the package arrived I hurriedly prepared everything in secret. I wanted it to be a surprise.

With everything in place, I braced myself.

I heard movement by the back door. 

She walked in.

Saw what I’d prepared.

Stopped.

Looked at me quizzically. 

Took another cursory glance back at the jellied chicken bits I’d so thoughtfully laid out for her.

Quickly spun on her heels, and sashayed off.

Yep. There’s just no pleasing cats.

Cats and Algorithms

Social media and search engine algorithms are exactly like cats.

How’s that then? 

Look at it this way. You can spend a whole load of time, energy, and money trying to figure out how to please them (or rather, how to adjust your content to best fit their rules), but by the time you think you’ve nailed it, they’ve changed. And then you’re right back at the beginning.

Algorithms are supposed to mimic human behaviour. They’re fashioned to privilege content that the platforms believe their users are most likely to engage with. But ultimately, algorithms are not people.

So, when it comes to your social media or content marketing remember this:

Don’t write for algorithms. Write for people.

People (generally) aren’t as snooty as cats. 

Or algorithms.

Other Mistakes to Avoid

Like tediously trying to second-guess algorithms, there are several other mistakes businesses regularly make on social media.

We’ve created an in-depth guide to the 7 Social Media Marketing Mistakes Your Business Is Making (And You’re Probably None the Wiser) to help businesses identify what they’re doing wrong, and put them on the path to social media success.

This 21-page social media marketing guide is free to download, here.

Get your copy today and start seeing results straight away.


Gareth Alvarez
Gareth Alvarez

Gareth, Social INK’s Head of Content (sometimes playfully referred to as ‘spellcheck’), just adores words. He’s written copy for ads, websites, and blogged extensively. Content marketing is his bag. He loves getting creative with his writing.