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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

Knowledge4Policy Medium Publication
medium.com
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Managing a Medium Publication to share our the journey as we build Knowledge4Policy: "share our experiences … as transparently as possible, and invite ideas and perspectives from experts in evidence-based policymaking around the world"

Could New York City's AI Transparency Bill Be a Model for the Country?
www.govtech.com
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algorithmic accountability bill... a task force that will monitor the fairness and validity of algorithms used by municipal agencies... include groups and individuals that are affected by algorithms, technology ethicists, city department heads using AI, technology companies as well as legal experts... law enforcement and ... technology companies…

26/02/2018
Opinion | How to Monitor Fake News - The New York Times
mobile.nytimes.com
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Facebook and Twitter... algorithms ... are off limits ... almost impossible to monitor... make millions of what amount to editorial decisions, pumping out content without anyone fully understanding what is happening... opaque and slow to be discovered... government should require social media platforms ... open application programming interface.…

It's the (Democracy-Poisoning) Golden Age of Free Speech | WIRED
www.wired.com
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the capacity to spread ideas ... no longer limited by access to expensive... infrastructure. It’s limited instead by one’s ability to garner and distribute attention. And right now, the flow of the world’s attention is structured... by just a few digital platforms:... tincreasingly stand in for the public sphere itself... at their core... They’re …

Pro-Trump media launch attacks on student survivors of Florida school shooting
www.mediamatters.org
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a similar kind of rumor kept showing up... after each of the man-made crisis events — a conspiracy theory or 'alternative narrative' ... claimed it either didn't happen or that it was perpetrated by someone other than the current suspects... the role that botnets play in disseminating alternative narratives ... What's different about the Parkland …

Should we consider fake news another form of (not particularly effective) political persuasion — or something more dangerous? » Nieman Journalism Lab
www.niemanlab.org

What if “persuadability” isn’t the right metric to look at? ... Information warfare expert Molly McKew, who specializes in U.S.–Russia relations... "There aren’t good tools to evaluate the impact of shadow campaigns... Information and psychological operations ... are not just about information, but about changing behavior... of more than 36,000 …

Fake News and Bots May Be Worrisome, but Their Political Power Is Overblown - The New York Times
www.nytimes.com
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most forms of political persuasion seem to have little effect at all... Field experiments testing the effects of online ads on political candidates and issues have also found null effects... Here’s what you should look for in evaluating claims about vast persuasion effects from dubious online content: How many people actually saw the questionable…

The Automatic Weapons of Social Media – NewCo Shift
shift.newco.co
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the response from the platforms is the equivalent of politicians’ “hopes and prayers” after a school shooting... irrefutable proof that these actors are leveraging social media ... to force divisive and often false narratives into our public discourse... Twitter, Facebook, and Google have not taken a more ambitious approach to stopping abuse of…

How Advertising’s Killing Itself – Eudaimonia and Co
eand.co
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Which did the ad industry choose?... It tried to ignore technology and automation... when that didn’t work, it bought the machines.... It didn’t invest in research, development, innovation... develop new services, new ways, new formats, new ideas, whole new ways of helping institutions and people relate, connect, and bond... So the broken relatio…

What Could Blockchain Do for Journalism?
medium.com
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the solution to both crises facing journalism may come from the same technological root: blockchain... An ecosystem of micropayments... as the holy grail for online journalism... Blockchain technology can create both chains of authenticity and a level of security... Sludge is one of the “first fleet” of around 20 newsrooms ... on a new blockchai…

He Predicted The 2016 Fake News Crisis. Now He's Worried About An Information Apocalypse.
www.buzzfeed.com
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“We are so screwed it's beyond what most of us can imagine... And depending how far you look into the future it just gets worse.”... a slew of slick, easy-to-use, and eventually seamless technological tools for manipulating perception and falsifying reality... They’re running war game–style disaster scenarios based on technologies that have begun …

Is it time for MediumCoin?
medium.com
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Blockchain ... creating alternatives to the current corporation owned second layer of the internet... to make quality content truly democratic... Medium ... made itself decentralized... a blockchain with a dedicated token underlying all of the content ... reward content creators... governed only by the rules... But this token would also create an…

TruthBuzz: The Viral Fact-Checking Contest | ICFJ - International Center for Journalists
www.icfj.org
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aimed to find new ways to help verified facts reach the widest possible audience. The competition sought creative solutions that newsrooms can adopt to take fact-checking beyond long-form explanations and bullet points.... selected teams from Argentina, Italy, Georgia and Mexico as the winners. ·

Everyone is sharing this comic about the 'backfire effect' ... but there's a huge catch
mashable.com
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the backfire effect can be hard to replicate in rigorous research... a large-scale, peer-reviewed study ... couldn't reproduce the high-profile 2010 study . ... The trouble is that even when we learn that something is false, we may be able to acknowledge those facts without changing our political position accordingly

Counter Disinformation | Counter Disinfo Online Toolkit
counterdisinfo.org
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Countering Disinformation Online is a tool for civil society organisations, active citizens and any curious individuals who want to know more about helping free societies from the pressure of disinformation and false news.

09/02/2018
10 Myths about Fake News
medium.com
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So tackling fake news can mean doing something you should not do in the first place about something you cannot define. And this is a very slippery road to follow.

09/02/2018
How Twitter Bots and Trump Fans Made #ReleaseTheMemo Go Viral - POLITICO Magazine
www.politico.com
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The vote marked the culmination of a targeted, 11-day information operation that was amplified by computational propaganda techniques and aimed to change both public perceptions and the behavior of American lawmakers...Computational propaganda... the use of [ICTs] to manipulate perceptions, affect cognition, and influence behavior”... #releaset…

Big Publishers Are Abandoning Instant Articles But Fake News Spammers Are All In
www.buzzfeed.com
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in some cases Facebook itself is earning revenue from their false stories... The design of Instant Articles ... obscuring information about a news source that could be used to help evaluate the content... additional false stories are promoted to a reader once they load a single Instant Article from a fake news site... company also specifically fo…

Crowdsourcing trusted news sources can work — but not the way Facebook says it’ll do it » Nieman Journalism Lab
www.niemanlab.org
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crowdsourced trustworthiness ratings are actually much less effective if they exclude the ratings from people who are unfamiliar with a given site. Which is what Facebook plans to do.. “a lack of familiarity is an important cue for untrustworthiness... Excluding ratings from participants who aren’t familiar with a given news source ... “dramatical…

'Fiction is outperforming reality': how YouTube's algorithm distorts truth | Technology | The Guardian
www.theguardian.com
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algorithm is the single most important engine of YouTube’s growth... one of the “largest scale and most sophisticated industrial recommendation systems in existence”... Lewd and violent videos have been algorithmically served up to toddlers ... “We learned to fuel it and do whatever it took to please the algorithm.”... how did that happen? And wha…

Design for Interconnectedness – Stories of Platform Design
stories.platformdesigntoolkit.com
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time to deliberately focus on design for interconnectedness and relationships ... customer (user) centric design created a narrative of isolation: the customer is ... someone that is provided with a solution ... to get the job done... [but] research ... explained that customers (users) may often look to engage more deeply with products... relat…

10 reasons why Americans don’t trust the media – Trust, Media and Democracy – Medium
medium.com
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Americans believe that the media have an important role to play in our democracy — yet they don’t see that role being fulfilled... Here are 10 findings that stood out to us:

06/02/2018
Stop Calling It Fake News. – Harvard Kennedy School PolicyCast
hkspolicycast.org
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it just felt like the conversations that we were having subsequently were actually pretty shallow and actually pretty useless, because we were talking over each other because everybody meant different things... we can only really start talking about interventions if we understand what we’re talking about... I say, “Please don’t use the term.” “Yea…

Google suspends fact-checking feature over quality concerns | Poynter
www.poynter.org
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Google is suspending a search feature that displayed fact checks associated to publishers after receiving criticism from conservative news outlets.... Reviewed Claims column that matched outlets’ disputed claims with fact checks contributed by independent fact-checking organizations to the Schema.org ClaimReview markup... The Daily Caller publishe…

I trained fake news detection AI with >95% accuracy, and almost went crazy
towardsdatascience.com
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We made a fake news detector with above a 95% accuracy (on a validation set) that uses machine learning and Natural Language Processing that you can download here. In the real world, the accuracy might be lower... we decided to just try and scrape domains that were known fake, real, satire, etc. and see if we could build a data set quickly... Th…

Facebook enables 'fake news' by reliance on digital advertising – report | Technology | The Guardian
www.theguardian.com
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attempts to put a lid on the practice with tweaks to the platform are doomed to failure while the basic business model of a social network is advertising-driven, algorithmically-run and attention-focused.... the entire industry is built to leverage sophisticated technology to aggregate user attention and sell advertising... an alignment of interes…

03/02/2018
How Facebook could really fix itself
theconversation.com
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Facebook will rely on users to rate how trustworthy groups, organizations and media outlets are... Leaving trustworthiness ratings to users without addressing online political polarization risks making civic discourse even more divided and extreme... Facebook needs to take responsibility for the content it publishes and republishes. It can combine…

Facebook will now ask users to rank news organizations they trust
medium.com
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it will rank news organizations by credibility based on user feedback... trust rankings will emerge from surveys ... Google announced it would cancel a two-month-old experiment, called Knowledge Panel, that informed its users that a news article had been disputed by independent fact-checking organizations... Facebook learned the wrong lesson fro…

Building Credibility Indexes from Fact-Checking to #TackleFakeNews
medium.com
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Fake News is suddenly on the boil in the Brussels Bubble. Here are some ideas I brainstormed earlier this week. Comments welcome.

Can Wikipedia’s Jimmy Wales fix the news?
medium.com
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Wales wants to bring the power of the Wiki community and the wisdom of crowds to bear on the media business by creating a hybrid model... local community members can help direct the work of WikiTribune journalists when such events occur, suggesting avenues to explore and co-creating a more permanent news resource that will serve a longer-term comm…

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