Australians could soon get the option to turn their social media algorithm off entirely. Executive PA talks to two EAs about whether this could impact them.
Draft ‘My Feed, My Way’ legislation, released by the federal government for consultation in September, would require platforms to let users over 16 choose between an algorithm-curated feed and one showing only accounts they’ve chosen to follow.
It’s part of a broader Digital Duty of Care framework, with non-compliant platforms facing fines of up to $109.2 million.
The proposal hasn’t been introduced to Parliament yet. And the government hasn’t confirmed exactly how the opt-out feed will work – only that it will be built from accounts people follow rather than what an algorithm recommends.
For businesses that rely on social platforms to reach new customers, the concern is straightforward. Algorithms are currently what let a post from an account with under 100 followers go viral. Take that away, and reach becomes something you have to build directly rather than something a platform can hand you.
We asked two EAs whether this is on their radar and what it might change.
A change worth watching closely
For Marianna Masullo, a fractional operations partner who manages digital workflows and social strategy as part of her role, this is worth tracking.
“It’s definitely a change to watch carefully,” she says. “Losing algorithmic push makes organic discovery much harder, especially for smaller businesses and independent executives.”
Her read on the likely response, though, is more opportunity than alarm. “If algorithms become less reliable, the focus must shift heavily to building direct relationships – doubling down on newsletter sign-ups, community building and strong personal networking, rather than relying on viral reach.”
She’s already seeing that shift begin, even ahead of any legislation passing. “Many smaller businesses aren’t tracking this reform yet. However, those focused on digital strategy are already looking for ways to own their audience rather than rent it from platforms.”
Building an audience you own
For Maddison Hompot, an operations manager at a comms, strategy and consultancy business, social media is a genuine team effort.
Everyone contributes to company and individual output, alongside a dedicated social media lead. The proposed change doesn’t particularly worry her – but for a different reason than reach.
“I don’t think algorithms are particularly healthy overall,” she says. “They keep us in silos and exacerbate any potential extremist views by only producing the same opinions, or the complete opposite. Nuance has been lost in the social media space due to algorithms.”
If algorithmic reach became less reliable, she sees it as an opportunity rather than a threat.
“I think this is a much better way of marketing and getting ourselves out there. It requires more effort at the outset but it would ultimately extend our reach. Word of mouth, networking, testimonials, paid promotion – they’re all excellent ways that have been around for years.”
Her organisation hasn’t discussed the reform from a reach perspective yet but it’s come up in a different context.
“We’ve talked about it from the perspective of 80% of our team being mums of children under the age of 10. We haven’t actually spoken about it from the lens of concern to our level of reach and connectivity. I’ll be adding this to our next agenda to discuss.”
What this means in practice
Neither EA is treating this as a reason to panic, but both are pointing in the same direction: less dependence on a platform’s algorithm to do the work of finding an audience, and more investment in the relationships and channels a business actually controls.
As Marianna puts it, the shift is about owning your audience rather than renting it. If the legislation passes in anything close to its current form, that shift may end up being less about adapting to a new rule and more about doing properly what should have been happening anyway.
