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Overview: Content Strategy

Are you creating the content your audience actually wants to consume, or are you just talking about yourself?

What sort of content will your audience read, out of the endless supply at their fingertips? Formal news articles or blog posts from your staff and readers? An event calendar updated daily, or a longread every month? Static web pages, or a deeply granular database with faceted search?

And have you figured out how to get it to them, develop engagement around it, and translate that success into something concrete, fulfilling your mission? How many of the friends and organisations in your network amplify your message regularly?

Need answers? Get in touch.

More services: start with Communication strategy.

Relevant resources

The Breakout Scale: Measuring the impact of influence operations
www.brookings.edu
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A simple comparative model for measuring disinformation and influence operations

‘“Holy s---” is what we’re thinking’: Inside Facebook's reckoning with 2020 - POLITICO
www.politico.com
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A tour of the year from Zuckerberg's original position - that private companies should not be censoring politicians or the news in a democracy - to the most recent U-turn, after a year of exploring options: from continuing to do nothing through to Twitter's position - banning all political ads."field testing revealed that none of th…

Recipe for chaos: 2020 election threatens to snap a US already pushed to the limit | US elections 2020 | The Guardian
www.theguardian.com
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It's 2020 in the US: "a pandemic, economic collapse and a society-wide reckoning over racism [and] an election in which voter suppression, foreign interference, online disinformation and a bitterly contested supreme court vacancy ... an incumbent president who has spent months spreading disinformation and discrediting what he calls “the …

While Facebook works to create an oversight board, industry experts formed their own
www.nbcnews.com
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a group to analyze and critique Facebook's content moderation decisions, policies and other platform issues in the run-up to the presidential election... Facebook's own won't be ready for the election...The name - "Real Facebook Oversight Board" - is misleading: it won't hear users' claims or appeals; more of an …

Big Lies and Rotten Herrings: 17 Kremlin Disinformation Techniques You Need to Know Now – Byline Times
bylinetimes.com
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During the Cold War, the Soviets conducted over 10,000 disinformation operations, with up to 15000 KGB officers. Europe a target since 2015. Goal: weaken western democracy from within. This article sets out their most pertinent tactics:1) Narratives: post-Western world (the West no longer dominates); anti-(elite, EU, NATO) narratives; danger narra…

Facebook will reject ads that falsely claim election victory
www.fastcompany.com

Facebook reacted quickly, but it was reaction, not proaction, and therein lies the problem.When I saw and Queued this article, they'd confirmed to FastCompany that "political campaigns would be able to place new ads on Facebook starting November 4" which meant Trump could advertise an election victory before it was confirmed. By the…

Sensitive to claims of bias, Facebook relaxed misinformation rules for conservative pages
news.yahoo.com

More insights into the way Facebook removed 'strikes' from its internal system against conservative pages labelled as propagating disinformation. "Facebook employees in the misinformation escalations team... deleted strikes ... issued to some conservative partners for posting misinformation ... discussions ... showed [they] were wo…

Trump Jump-Starts Misinformation on Ginsburg’s ‘Dying Wish’ - The New York Times
www.nytimes.com
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A case study of top down domestic disinformation: "Questions about the legitimacy of Justice Ginsburg’s “dying wish” were not circulating online [until] his Fox News appearance, [then] social media has filled with false claims echoing it... and taking it even further

Whistleblower Says Facebook Ignored Global Political Manipulation
www.buzzfeednews.com
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"a fired Facebook data scientist details how the social network knew leaders of countries around the world were using their site to manipulate voters — and failed to act... I have blood on my hands"A huge memo detailing the story of a junior, unsupported employee making hugely important decisions under management which simply doesn'…

Warning witnesses of the possibility of misinformation helps protect their memory accuracy
www.newswise.com
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Warning witnesses about the threat of misinformation—before or after an event—significantly reduces the negative impact of misinformation on memory

Disinformation campaigns are murky blends of truth, lies and sincere beliefs – lessons from the pandemic
theconversation.com
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"effective disinformation campaigns are often built around a true or plausible core... existing biases, divisions and inconsistencies in a targeted group ... often employ “unwitting agents” to spread their content ... a single disinformation campaign may have a specific objective ... [but] pervasive disinformation works at a more profound lev…

How Donald Trump's Attacks on Mail-In Voting Hurt Democracy | Time
time.com
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"the greatest threat to a credible vote is homegrown... Trump has falsely claimed that mail-in ballots “lead to massive corruption and fraud,” that foreign powers will “forge ballots” and that the “only way we’re going to lose this election is if the election is rigged.” ...Bullshit, of course: he said this in 2016, but now with the weight of…

From foreign meddling to pink slime (US2020 Disinformation news, ed. 2)
medium.com
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This edition’s 9 articles span the real meaning of “foreign meddling” and domestic flashpoints, social media platform preparations for Election Night and beyond, and how media has to go beyond factchecking as it tackles “pink slime” (yes, it’s a thing).

As election looms, a network of mysterious ‘pink slime’ local news outlets nearly triples in size - Columbia Journalism Review
www.cjr.org
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pink slime: shadowy, politically backed “local news websites” designed to promote partisan talking points and collect user data... a network of 450 intricately linked sites ID's in Dec 2019 is now 1200 ...largest 2 networks: 90+% are algorithmically generated stories from publicly available data sets or by repurposing legitimate sources - the…

Facebook Braces Itself for Trump to Cast Doubt on Election Results
www.nytimes.com
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The world’s biggest social network is working out what steps to take should President Trump use its platform to dispute the vote.

Fact-checking needs to make way for reality-testing and gaslighting-fighting | Press Watch
presswatchers.org
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Donald Trump literally laughs factchecking off - it's good to have, but insufficient. To establish non-partisan status, factcheckers need to be equally tough on all sides, but all sides don't lie the same. They use euphemisms for 'lie', and check narrow, easy-to-debunk statements while ignoring the larger pattern of "the a…

Facebook’s belated, vague, unhelpful election idea - Columbia Journalism Review
www.cjr.org
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Facebook's steps to verify election-related content and prevent disinformation or attempts at meddling have largely underwhelmed. Political ads may be banned for the week before the election, but not those created beforehand. In any case, that's after months of damage. And it doesn't stop people posting disinformation which are not …

Twitter bots are impersonating Black Americans to sow disinformation
www.msnbc.com
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fake Twitter accounts removed: impersonated black men who left the Dems because of BLM to support Trump ... some had tweets with over 10,000 RTs...bots risk drowning out an authentic black political dialogue... shutting them down risks collateral damage (ie shutting down actual people, not fake accounts)...Great metaphor: "we would have a lot…

Russians Again Targeting Americans With Disinformation, Facebook and Twitter Say
www.nytimes.com

The Russian group that interfered in the 2016 presidential election is at it again...

Facebook has been terrible about removing vaccine misinformation. Will it do better with election misinformation? » Nieman Journalism Lab
www.niemanlab.org
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Less than 5% of the 912 posts flagged for misinformation were dealt with by Facebook, Instagram, YouTube, and Twitter. Many concerned covid19 and over 10% mentioned Gates.Their election-related disinformation policies are unclear, particularly concerning content to de-legitimise the election, "which is likely to make enforcement difficult and…

Is Russian Meddling as Dangerous as We Think?  | The New Yorker
www.newyorker.com
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Literature note: “How to Lose the Information War,” ... on disinformation as a geopolitical strategy...Mueller report: I.R.A.-created groups and accounts reached tens of millions... the troll factory found “authentic, local voices,” to foment large-scale distrust in government and democracy... and managed to get into the heads of powerful politici…

America mainstreaming disinformation against itself (US2020 Disinformation newsletter, ed 1)
mathewlowry.myhub.ai

I'm (re)launching my newsletter to focus on disinformation during the 2020 US election. It's also part of a wider experiment in integrating Zettelkasten idea and knowledge management into my personal content strategy, hosted on MyHub.ai.

Facebook Arbiter Of Truth Already, Employees Say
www.buzzfeednews.com
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Facebook’s Preferential Treatment Of US Conservatives Puts Its Fact-Checking Program In Dangeremployees and fact-checking partners ... left in the dark about how the company decides what content stays up and what comes down... PragerU’s second strike for false content that month ... should have triggered “repeat offender” penalties ... false labe…

Beliefs have a social purpose. Does this explain delusions? | Psyche Ideas
psyche.co
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labelling delusions as irrational suggests that all ‘normal’ cognition is rational... new theory suggests delusions emerge from specific processes in our ‘coalitional psychology’ ... mechanisms ... understand our social environment...most delusions involve social content... Beliefs serve a significant social purpose... cooperate with each other, …

How social media platforms could flatten the curve of dangerous misinformation.
slate.com
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Facebook is piloting a circuit breaker to stop viral spread of posts... might staunch the flow of dangerous incitement and misinformation ... America’s Frontline Doctors... pushed hydroxychloroquine ... Funded with dark money, promoted by influential accounts, advanced by algorithmic recommendations, and shared in large private Facebook groups... …

Facebook tells Elizabeth Warren it has two different standards for climate fact-checking - The Verge
www.theverge.com
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Facebook ... fact-checking partners “do review and rate climate misinformation... But opinion articles about climate change don’t receive fact-checking ... Climate change misinformation isn’t a priority

Silicon Valley is losing the battle against election misinformation - POLITICO
www.politico.com
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Social media companies are struggling with an onslaught of deceptive and divisive messaging from political parties, foreign governments and hate groups... echo the Russian ... efforts ... U.S. 2016 presidential election... far more insidious and sophisticated ... And ... amplified by mainstream news outlets and major U.S. political figures ...Nat…

'Hundreds dead' because of Covid-19 misinformation - BBC News
www.bbc.com
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At least 800 people may have died around the world because of coronavirus-related misinformation in the first three months of this year... about 5,800 people were admitted to hospital as a result of false information on social media... further threat that anti-vaccine campaigners will use the platform provided by social media to persuade people …

Motivated Reasoning and Allegiance Bias, Explained | Elemental
elemental.medium.com
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counties that had voted for Donald Trump in 2016 exhibited 14% less physical distancing... higher Covid-19 infection and fatality growth rates ...the hormone oxytocin... promotes bonding... plays a role in trust... When participants trusted and felt trusted, oxytocin levels ... jumped... Trust just feels good... But risky if we give it to the w…

A ‘war room’ that arms Black and Latino voters against disinformation
www.latimes.com
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As the internet lit up ... Accounts identified as belonging to Latino social media users voiced outrage about politically correct “mob” bullying ... activists immediately grew suspicious... thousands of posts were coming from ... bots... activists cooked up a counteroffensive... exposed “recipes” for disinformation and distorting facts... educatio…

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