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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

Eli Pariser Predicted the Future. Now He Can’t Escape It.
backchannel.com
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Pariser’s work has led him to believe that blaming fake news for fractured discourse is a red herring... The filter bubble explains a lot about how liberals didn’t see Trump coming, but not very much about how he won the election... my guess is that talk-radio, local news, and Fox are a much more important piece of that story than random conservat…

The Backfire Effect – You Are Not So Smart
youarenotsosmart.com
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People on opposing sides of the political spectrum read the same articles and then the same corrections, and when new evidence was interpreted as threatening to their beliefs, they doubled down. The corrections backfired. Once something is added to your collection of beliefs, you protect it from harm... Just as confirmation bias shields you when y…

Maybe the Internet Isn’t Tearing Us Apart After All
www.wired.com
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In the United States... the chances that two people visiting the same news site have different political views is about 45 percent... the internet is far closer to perfect desegregation than perfect segregation... you are more likely to come across someone with opposing views online than you are offline... a surprising amount of the information …

Facebook's Ability to Target
www.wired.com
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confidential document prepared by Facebook that revealed the company had offered advertisers the opportunity to target 6.4 million younger users, some only 14 years old, during moments of psychological vulnerability... the big fear isn’t just what Facebook knows about its users but whether that knowledge can be weaponized in ways those users canno…

22/05/2017
Inoculation theory: Using misinformation to fight misinformation
theconversation.com
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A little bit of something bad helps you resist a full-blown case... Inoculating text requires two elements. First, it includes an explicit warning about the danger of being misled by misinformation. Second, you need to provide counterarguments explaining the flaws in that misinformation... explaining the misinformation technique completely neutra…

Fact-checking Clinton and Trump is not enough
theconversation.com
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a bias likely to cloud the minds of the audience – the halo effect.... when we see something we like or dislike, and associate this emotional reaction with something else... “illusory truth effect.” This bias causes our brains to perceive something as true just because we hear it repeated... the illusion of control bias occurs when we perceive o…

Backfire effect and Brexit (Top3ics, May 2017)
mathewlowry.myhub.ai

I’ve been meaning to blog about the ‘backfire effect’ cognitive bias since first coming across it last December. It went to the top of my ToBlog list thanks to a little serendipity...

You're not going to believe what I'm about to tell you - The Oatmeal
theoatmeal.com
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This comic was inspired by this three-part series on the backfire effect from the You Are Not So Smart Podcast.

An interview with Vice's social media team
www.newswhip.com
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someone that saw a Facebook native video had a higher likelihood of clicking on a link post in the near future ... we look at top performing articles and then see if we can turn them into short form videos for Facebook... we strive to be original storytellers... We understand what the mission is. It’s not just to get views... it’s always to be tel…

Don’t Let Facebook Make You Miserable
www.nytimes.com
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Social media is making us miserable... “Don’t compare your insides to other people’s outsides.”

The neuroscience of changing your mind
youarenotsosmart.com
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for your most cherished beliefs about things like climate change or vaccines or Republicans, instead of changing your mind in the face of challenging evidence or compelling counterarguments, you resist... your challenged beliefs then grow stronger.

Media Manipulation and Disinformation Online
datasociety.net
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"Internet subcultures take advantage of the current media ecosystem to manipulate news frames, set agendas, and propagate ideas..." plus a lot more: it's a 100+page report

Confronting a Nightmare for Democracy – David Carroll – Medium
medium.com
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Cambridge Analytica (part of SCL Group Ltd.) constructed a significant data set based on US voter rolls... Some respected observers argue the firm’s psychographic profiling methodologies may not be nearly as potent as its sales pitch suggests... the firm’s psychographic practices remain as unreviewable as the campaign’s voter advertising. Journal…

A Taxpayer-Supported Version of Facebook - The Atlantic
www.theatlantic.com
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The new right’s echo chamber is hermetically sealed, while the left’s is not.... Private platforms like Facebook are under no obligation to provide us a diverse worldview. If it is more profitable to ... isolate us in a bubble of ideologically comfortable information, they will.... build an aggregator where the algorithms can be reviewed by schola…

Wikipedia founder Jimmy Wales launches Wikitribune, a large-scale attempt to combat fake news » Nieman Journalism Lab
www.niemanlab.org

combat fake news by combining professional journalism with volunteer fact checking... professional journalists will be paid to write “global news stories,” while volunteer contributors will “vet the facts, helps make sure the language is factual and neutral... transparent about the source of news, posting full transcripts, video, and audio of in…

The Laborers Who Keep Dick Pics and Beheadings Out of Your Facebook Feed | WIRED
www.wired.com
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the number of content moderators scrubbing the world’s social media sites, mobile apps, and cloud storage services runs to “well over 100,000”—that is, about twice the total head count of Google and nearly 14 times that of Facebook.

The power to build communities, a response to Mark Zuckerberg
hackernoon.com
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Facebook ... can never be, a platform where people have the power to build anything... the company’s main focus ... analyzing your data and showing you ads in exchange for advertiser’s money. A future where Facebook is the global social infrastructure, is a future with no refuge from advertising and number crunching... the future of social media …

Here’s a list of initiatives that hope to fix trust in journalism and tackle “fake news”
medium.com
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an extensive list of projects, initiatives and tools created to fix trust in journalism and false/fake news and misinformation

Facebook will suggest more articles for you to read in News Feed to help fight its ‘filter bubble’ - Recode
www.recode.net
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Facebook will start adding “related” articles from different publications underneath a news post about a trending topic in your News Feed.

A simple reward system could make crowds a whole lot wiser
theconversation.com
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if everyone has the same information, the crowd is no smarter than a single individual... a diverse collection of opinions, especially including minority views, is crucial for creating a smart group... we have an innate desire to imitate our peers... it may also be because of a rational, profit-seeking motivation... The more complex the situation…

Storytelling and EU projects: guidelines for the 2017 “EU in my Region” blogging competition
mathewlowry.myhub.ai
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Storytelling and EU projects - some guidelines I wrote for the 2017 “EU in my Region” blogging competition, which I’m managing for the EC’s DG REGIO.

What does fake news tell us about life in the digital age? Not what you might expect » Nieman Journalism Lab
www.niemanlab.org

in hot pursuit of the perpetrator, we discover a trail of evidence leading to our own doors... the issue of fake news ... an opportunity for public reflection, political economic imagination, and more thoughtful... interventions around the organization of the platforms and infrastructures which pattern our lives in the digital age... a shift from…

19/04/2017
Labeling fact-check articles in Google News
blog.google
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Google News determines whether an article might contain fact checks in part by looking for the schema.org ClaimReview markup. We also look for sites that follow the commonly accepted criteria for fact checks.... use that markup in fact-check articles.

Is There a Narrative Vacuum Surrounding Climate Change?
nautil.us
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Each side of the climate debate accuses the other of exaggeration and suffers from its own... sometimes feel like a shouting match in a roomful of children wearing earplugs... We have allowed our political, national, economic, and cultural narratives free play ... where... are the narratives from science itself? Where is the science teacher?... p…

Donald Trump and the rise of tribal epistemology
www.vox.com
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"We live in two universes. One universe is a lie... Everything run, dominated, and controlled by the left here and around the world is a lie. The other universe is where we are... seldom do these two universes ever overlap" This is not just run-of-the-mill ranting. It expresses something profound about the worldview of conservative media and its …

13/04/2017
Something is breaking American politics, but it's not social media
www.vox.com
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On fully eight of the nine measures, “polarization increases more for the old than the young.” If Facebook is the problem, then how come the problem is worst among those who don’t use Facebook? ... polarization is accelerating fastest among those using the internet the least... social media is important. It’s just not the whole picture... two mai…

Mastodon is dead in the water
hackernoon.com
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if you’re having a conversation with your friend, @person@custom.website, and another user from custom.website wants to chime in, they will be invisible.... how does one end up on this blacklist? ... mastodon.social’s community policy:... your social graph is not portable between platforms ... first principle of a workable, future-proof social ne…

A Field Guide to Fake News
fakenews.publicdatalab.org
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A Field Guide to Fake News explores the use of digital methods to trace the production, circulation and reception of fake news online.

A Modest Proposal for the March for Science - The New Yorker
www.newyorker.com
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science has become as horrifically politicized as any other aspect of American life.... If we truly want to endorse the idea of science, let’s break up into groups and fan out across America:

Information Wars: A Window into the Alternative Media Ecosystem
medium.com
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For every man-made crisis event... we found evidence of alternative narratives, often shared by some of the same accounts and connected to some of the same online sites. These rumors had different “signatures” from other types of rumors... rose more slowly, and then they lingered, ebbing and flowing ... sustained participation by a set group of Tw…

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