Overview: Social Media Strategy

"the online world seem so toxic ... [because of] a small number of divisive accounts", according to a researcher in "topics such as intergroup conflict, misinformation, technology and climate change", who found that "what we’re seeing online is a warped image created by a very small group of highly active users".SOcial media is "a funhouse mirror.…

"Europe’s systemic dependency on Big Tech’s social-media platforms threatens the continent’s digital sovereignty" - perhaps nothing new, but well argued nevertheless:"Just as the European Union seeks to reduce its reliance on external providers for semiconductors... it must do the same for social media. dominant platforms extract value from Europe…

"the next era of social media—built in Europe, run on our cloud, ruled by our laws... Social media is critical infrastructure, and a vital piece of the European tech sovereignty agenda... we need to build infrastructure ... on the AT Protocol... We have a plan for immediate action that can begin having an impact in 2025".Part of Free Our Feeds, …

Mike Masnick notes, as the "Bluesky is dying" discourse moves into it's 3rd? week, that it's "a bit odd: when something is supposedly dying or irrelevant, journalists can’t stop writing about it". But the premise of these critiques is wrong as they "fundamentally misunderstand what people want from social media and who gets to decide what constitu…

A deep dive into the April 2025 "censorship" on Turkish Bluesky illustrates that government censorship on ATmosphere apps is limited and will become even less effective as more people exploit its decentralised nature.Context in brief:March 2025, the Turkish "government ordered X to restrict access to various X accounts ... associated with the prot…

The go-to article you need when you want to show how anything online can spiral into a commenting catastrophe, using as a case study "the website for ... a radio station in Melbourne... published a peppy, harmless instructional post for the making of an "Amazing Rainbow Tie-Dye Number Surprise Cake.""Thank god they took screenshots.

Saw this presented at the Ahoy conference. It starts with a well argued outline of surveillance capitalism: "a few predominantly US and Chinese tech companies control information and public debate... users must disclose their most personal data to access ... [while] algorithms opaquely filter what users see ... freeing us from the common good and …

"Let's build a tool to help large organisations coordinate their Bluesky footprint, helping them get the most out of the platform" - One of my suggested conversation topics at the Ahoy conference, April, 2025.

Renée DiResta, "Invisible Rulers" author, on why "user exodus to smaller platforms has become increasingly common... What ultimately splintered social media wasn’t a killer app or the Federal Trade Commission — it was content moderation. Partisan users clashed with “referees”; ... Principles like “freedom of speech, not freedom of reach” ... attem…

Last month I published a couple of posts on X and Bluesky. They make a nice pair, so I'm including both, below, and taking this opportunity to ask for your perspective. I'd really value getting you and your organisation's views on both platforms in 2025, and I'd be happy to answer any questions in return.

OpenSocial's AI integration provides "a unique AI model trained on your specific platform data... Gaia Chatbot transforms how you access information, making every interaction a seamless exchange of knowledge discovery".Works with all AI providersautomatic tagging and classification"adapts in real time to user ... individualized community journey"A…

If, like many, you think Bluesky is "Twitter, but with less Nazis", this post is for you.

I know: you've spent probably ~15 years diligently developing your following there. At the beginning Twitter was fun, particularly when you didn't have so many followers that you couldn't interact with at least some of them. But now, you may have a problem.

"Could seeing how opposite sides of the US political spectrum use the same words differently be a first step toward greater cross-political understanding?... What if generative AI could help us understand people with opposing views better just by showing how they use common words and phrases differently?"MIT's Bridging Dictionary (BD) research …

"Blacksky Algorithms, the team behind Blacksky and rsky, is now officially Blacksky Algorithms Inc", a Delaware C-Corp with its own fiscal host, and bigger ambitions."Blacksky will continue to rely on voluntary, member-supported subscriptions while also building and hosting technical infrastructure for developers, communities, and teams".Short-ter…

I've been cleaning out a few rotten systems recently.

From 2018, a good history, but no solutions: "Facebook didn’t invent the feature, but they definitely broke it. How can we better regulate future disruptive ideas?".Brief historyPart of the A Brief History of Attention series, starts with some brief history, culminating with Zuckerberg combining "three core concepts — the social graph, the news fe…

"misinformation is powerful, not because it changes minds, but because it allows people to maintain their beliefs in light of growing evidence to the contrary. The internet ... as a justification machine".Humans are "evidence foragers ... historically [that's] meant digging into a subject, testing arguments... That was the foundation on which most…

"Now you can ... create an instant Bluesky-powered comments section on your own site! Here’s an example of how I added it to my site—which is built on Jekyll."

"a markdown blog service using atproto... Your article is immediately delivered to all the federated atproto services" - basically the intersection of Bluesky & Obsidian, and a key building block for myhub.Basically a platform for posting blogs onto, using your Bluesky account: your blog is simply https://whtwnd.com/{Bluesky handle or DID} .Key po…

Great piece on Substack, who "want to own your content and voice, too. You may not think you care about that today, but you will when you see what they want to do with it.... every single new feature ... is proprietary and locks you into their network... There is no such thing as "my Substack", there is only your writing, and a forever fight agai…

"In physics... the Observer Effect. Electrons, photons ... behave differently when under our gaze... Social media has made us both the observed and the observers, trapped in a relentless cycle of performing and watching... the line between genuine human expression and algorithm-driven self-parody has dissolved into a soup of memes, virtue vs vice…

"The new social layer allows us to meet the needs of those who want a completely open “town square” and those who prioritize carefully managed and curated experiences... Private companies cannot be public squares, but protocols can be".While Nostr or Farcaster can be "censorship-resistant because ... no one can send them deletion requests", if tha…

Bluesky's announcement of their open-sourcing of "Ozone, our collaborative moderation tool... individuals and teams can work together to review and label content", coupled with the ability for people and communities to "run your own independent moderation services, seamlessly integrated into the Bluesky app".This enables "an ecosystem of moderatio…

"Decentralizing the Web means people ... store their data wherever they want, while still getting the services they need... requires major changes in the way we develop applications... In this post, I discuss three paradigm shifts a decentralized Web brings"Rather than "accept package deals we cannot customize", redecentralising the web allows us …

According to Mark Zuckerberg, "Consumers no longer control their social-media feeds. Meta’s algorithm... is showing users “a lot of stuff” not posted by people they had connected with... future feeds [will] show you “content that’s generated by an A.I. system.”" Fortunately, "Our legal system is starting to recognize this shift and hold tech giant…

"I rarely work for the same client for more than a year or two - generally enough to help them figure out their strategy, pilot and demonstrate it, and set up the team to mainstream it. But I make an exception for the Joint Research Centre"A few slides, repurposed for LinkedIn, setting out "some of the key innovations underpinning the Knowledge4Po…

"Only people can trust, but only machines scale well. Today’s websites and apps are built to compensate for an absence of trust, rather than to support its growth."Instead we have the 'I accept' button: "we know we are lying the moment we touch it, as does the author of the legalese no one expects anyone to read. Navigating a trustless world is a …

As AI drives a flood of new content, "algorithms to help people sort through information must evolve rapidly" - ie, we need AI to solve AI-created problems.Today's algorithms belong to for-profit platforms, mainly social media, and lack transparency: while you can influence it through who you follow, "your ability to truly customize your experienc…

Basically a restatement of echo chambers, using the language of AI."Like an AI trained on its own output, they’re growing increasingly divorced from reality, and are reinforcing their own worst habits of thought".A good definition of model collapse: "the AI is primarily talking to, and learning from, itself, and this creates a self-reinforcing cas…