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Overview: Social Media Strategy

Social media can be a time- and resource-vampire if it's not integrated into the rest of your communications strategy.

How is your social media strategy? Are you simply broadcasting your content? That's inexpensive, but you're simply adding to the noise. Do you really want to be part of that problem?

The secret is to not have a "social media strategy": as a separate strategy, it will prevent social media becoming an integral part of your content marketing, community development, digital transformation and innovation strategies.

It also tends to put social media in Team Ghetto, when you should be mainstreaming it across your workforce.

Instead, view social media as a set of tactics within an integrated communication strategy, with each social platform harnessed to your overall communication goals.

Need help? Get in touch.

More services: start with Communication strategy.

Relevant resources

Polarisation and the news media in Europe
reutersinstitute.politics.ox.ac.uk
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report reviews and summarises the recent available literature connecting polarisation and the news media...key findings...: little evidence that increased exposure to news featuring like-minded or opposing views leads to the widespread polarisation of attitudes... some studies found both can strengthen attitudes of minority who already hold stron…

The long, complicated, and extremely frustrating history of Medium, 2012–present » Nieman Journalism Lab
www.niemanlab.org

Medium was never something that we would get to define. Instead, it’s turned out to be an endless thought experiment into what publishing on the internet could look like.

26/03/2019
The Psychology of Belief
medium.com
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The systems in the brain that light up when we access our beliefs are the same systems that help us understand stories... the same brain systems involved when people think about who they are and about the beliefs that are most important to them... the default mode network, a set of interconnected areas of the brain associated with identity and sel…

Principles - For The Web
fortheweb.webfoundation.org
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The web was designed to bring people together and make knowledge freely available. Everyone has a role to play to ensure the web serves humanity. By committing to the following principles, governments, companies and citizens around the world can help protect the open web as a public good and a basic right for everyone.

Facebook labelled 'digital gangsters' by report on fake news | Technology | The Guardian
www.theguardian.com
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Facebook deliberately broke privacy and competition law and should urgently be subject to statutory regulation, according to a devastating parliamentary report...The Cambridge Analytica scandal was facilitated by Facebook’s policies

The Information Age Is “Weaponized”
extranewsfeed.com
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many activists working to create positive change ... seem to think that if they just get their ideas to “go viral” they will ... dominate the discourse. The great lie of this approach is that no singular discourse exists! Each community is now capable of building consensus with itself, where the like-minded talk to others like themselves while fo…

(6) A Privacy-Focused Vision for Social Networking | Facebook
www.facebook.com

our vision and principles around building a privacy-focused messaging and social networking platform... Privacy gives people the freedom to be themselves and connect more naturally... private messaging, ephemeral stories, and small groups are by far the fastest growing areas of online communication... an opportunity to build a simpler platform th…

08/03/2019
How Medium’s Curation, Distribution and Paywall Systems Work for Writers
blog.medium.com
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We don’t charge for hosting, we never put ads on your content or share your data, and we will only put your story behind the Medium paywall if you choose to take advantage of Medium distribution beyond your followers.... We recommend stories to millions of Medium readers every day on our personalized home page, in our email digests, and in our mob…

27/02/2019
Signal v Noise exits Medium – Signal v. Noise – Medium
medium.com
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Traditional blogs might have swung out of favor, as we all discovered the benefits of social media and aggregating platforms, but we think they’re about to swing back in style, as we all discover the real costs and problems brought by such centralization... With the new take, we’re also trying to bring more of a classic SvN style back to the site.…

Anti-vaxx propaganda has gone viral on Facebook. Pinterest has a cure | Technology | The Guardian
www.theguardian.com
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In the case of vaccines, the fact that scientists and doctors are not producing a steady stream of new digital content about settled science has left a void for conspiracy theorists and fraudsters to fill ... Data voids may be relatively easy to diagnose, but they are very difficult to fix... cannot be achieved by removing problematic content... W…

Disinformation and ‘fake news’: Final Report published - UK Parliament
www.parliament.uk
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The Digital, Culture, Media and Sport Committee... final report on Disinformation and ‘fake news’.... in its evidence to the Committee Facebook has often deliberately sought to frustrate our work, by giving incomplete, disingenuous and at times misleading answers to our questions.

Why Fears of Fake News Are Overhyped – Reasonable Doubt – Medium
medium.com
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many of the initial conclusions ...about the scope of fake news consumption, and its effects on our politics, were exaggerated or incorrect. Relatively few people consumed this form of content directly during the 2016 campaign, and even fewer did so before the 2018 election. Fake news consumption is concentrated among a narrow subset of Americans …

No thank you, Mr. Pecker – Jeff Bezos – Medium
medium.com
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Rather than capitulate to extortion and blackmail, I’ve decided to publish exactly what they sent me, despite the personal cost and embarrassment they threaten.

18/02/2019
We have met the problem. Guess who?
medium.com
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In all the urgent debate about regulating, investigating, and even breaking up internet companies, we have lost sight of the problem we are trying to confront: not technology but instead human behaviour on it... in their search for someone to blame, government outsource fault and responsibility, egged on by media (whose schadenfreude constitutes …

How to Use Facebook as a Productivity and Content Management Tool
betterhumans.coach.me
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I have basically figured out for myself how to use Facebook as a workplace.

17/01/2019
Take the Pro-Truth Pledge!
www.protruthpledge.org
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Take the Pro-Truth Pledge to encourage politicians – and everyone else – to commit to truth-oriented behaviors and protect facts and civility. ... Pledge-takers are held accountable through crowd-sourcing the truth.. volunteers who evaluate whether public figures violate the pledge by sharing misinformation.... this peer-reviewed article... Publ…

Intellectual humility: the importance of knowing you might be wrong
www.vox.com
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intellectual humility, the crucial characteristic that allows for admission of wrongness... crucial for learning... difficult to foster... a virtue worth striving for... entertaining the possibility that you may be wrong and being open to learning ...actively curious about your blind spots... It’s about asking: What am I missing here? our reali…

Change My View Does Not Allow Rudeness or Hostility
www.theatlantic.com
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A place where users with radically different political opinions interact productively and politely, where a willingness to participate thoughtfully is the rule rather than the exception, and where people readily admit when their views on a subject have been altered... Reddit’s Change My View forum... promotes respectful conversation between people…

Short-Form vs Long-Form Video: The Answer is Sometimes Both
www.huffingtonpost.com
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On one hand, consumers have short attention spans, and on the other, studies have shown that longer video can perform better... first consider the goal of the campaign.... Determining performance on marketing-based goals can be a bit complicated to pin down... If site perusal is your goal, short video is best... Why produce a long video when you…

Face It, You Just Don’t Care About the News Anymore
medium.com
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News... is a standardized nonfiction literary form and only one of the many kinds of a journalistic output.... if the context of what we called “news” for nearly two centuries has radically altered, is news still functioning as it should?... The invention of the electric telegraph in the 1830s allowed ... bursts of information in ... messages, wh…

The Curse of Knowledge Bias – UX Planet
uxplanet.org
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The curse of knowledge is a cognitive bias that occurs when an individual, communicating with other individuals, unknowingly assumes that the others have the background to understand... seen at all levels of a company... if you already know the answer... tend to underestimate the difficulty of the question or the problem... become so immersed in t…

Change My View - You Are Not So Smart
soundcloud.com
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reddit community called Change My View ... a ready-made natural experiment ... feed it into programs ... to understand the back-and-forth between human beings ... discovered two things: what kind of arguments are most likely to change people’s minds, and what kinds of minds are most likely to be changed. https://www.reddit.com/r/changemyview/ : po…

Naive Realism - YANSS 101
youarenotsosmart.com
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naive realism, the tendency to believe that the other side is wrong because they are misinformed, that if they knew what you knew, they would change their minds to match yours... maybe WE are the ones who are wrong. We never go into the debate hoping to be enlightened, only to crush our opponents... When confronted with people who disagree, you te…

How to Escape the Fear Virus in a Digital World
medium.com
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the Oxford Circus panic ... was amplified by social media.... Fear can be transmitted digitally as easily as it can physically—and that’s a problem because digital technologies reach everyone.... the English-speaking world is in the middle of a fear pandemic... Cognitive biases leave us ill-equipped ... Amygdala hijacks and warped media business m…

The State of Community Management 2018 - The Community Roundtable
communityroundtable.com
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This year, we are ... focusing on the strategic impact communities are having and how they are supporting key business goals.... three key findings: Communities are change agents... impact multiple functions, stakeholders, and departments ... agents of change by efficiently dispersing knowledge and information across organizations and their market…

08/12/2018
America’s always-on partisan goggles hurt meaningful evaluation of fact-checking on Facebook | Poynter
www.poynter.org

The tension between literalism and contextualism is one fact-checkers face every day... Swing too far towards literalism and you’re a bone-headed bean counter. Get too contextual and you’re taking wild leaps of interpretation — something fact-checking was explicitly set up to avoid... This interpretative license can be heavily colored by personal …

15/09/2018
How politics became our identity - YANSS 133
youarenotsosmart.com
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political scientist Lilliana Mason ... new book, Uncivil Agreement ... we actually agree about most things... “our conflicts are over who we think we are, rather than reasoned differences of opinion... Our opinions can be very fluid... if we wanted to come to a compromise we could, if there were not these pesky identities in the way... we disagree…

This is what filter bubbles actually look like - MIT Technology Review
www.technologyreview.com
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societies have experienced extremism and fragmentation without the assistance of Silicon Valley for centuries... So just how responsible is the internet for today’s divisions? In this Twitter map... of the US political landscape, accounts that follow one another are clustered together, and they are color-coded by the kinds of content they commonly…

Fighting fake news is a losing battle, but there are other ways to win the war.
mondaynote.com
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the next iteration of technology applied to politics will be a huge leap forward with a greater ability to target people... address each of the 156 million of registered voters on the US with personalized messages.... a falsehood delivered in a personalized way is likely to be more efficient but less visible than a blatant lie put on Twitter; it w…

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