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Overview: Online Strategy

How should your online presence be shaped?

Is your website working? Do first-time visitors understand what you do, and find the content they need, before clicking away? If not, should you tweak your site or build a new one?

Perhaps you should spend more resources on social, but to do what: engage your audience, convene a community, or simply broadcast your website content?

How can you do both so that your social media presence and your website work together? And what are you measuring, so that you continuously improve?

Need help? Get in touch.

More services: start with Communication strategy.

Relevant resources

We’re creating a Facebook Group to debate American politics
medium.com
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with a group, I as a community editor will have much more control and freedom over managing the discussion.... Here are some of the more interesting ways that publishers are using this feature:

This Is How Your Fear and Outrage Are Being Sold for Profit
medium.com
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Every time you open your phone or your computer, your brain is walking onto a battleground... Your captive attention is worth billions ... This has actually changed how you see the world... walls of code have turned you into a predictable asset — a user that can be mined for attention... by focusing on one over-simplified metric, one that suppor…

The evolution of The Economist’s social media team
medium.com
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We need to strike a healthy balance between striving to reach more readers across platforms over which we have zero control, with bringing them back to... our apps and website... here’s how we’ve changed our approach over the past year:... an over-reliance on social media can leave us particularly vulnerable to sudden changes by platforms. Ultim…

Building Great Bots: An Enterprise Chatbot Methodology
chatbotsmagazine.com
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This article focuses on the project management and bot building, more than on the coding and framework implementation.... The main feature, the core of your bot, can be one to three different intents... “A bot that does everything will be good at nothing.”

Climbing Out Of Facebook's Reality Hole
www.buzzfeed.com
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The problem with connecting everyone on the planet is that a lot of people are assholes. The issue with giving just anyone the ability to live broadcast to a billion people is that someone will use it to shoot up a school. You have to plan for these things. You have to build for the reality we live in, not the one we hope to create....digital laye…

Does Facebook Make Us Unhappy and Unhealthy?
www.wsj.com

researchers found that the more people use Facebook, the less healthy they are and the less satisfied with their lives... monitored the mental health and social lives of 5,208 adults over two years... Using Facebook was tightly linked to compromised social, physical and psychological health... each statistical jump ... in “liking” other people’s p…

Facebook is broken | TechCrunch
techcrunch.com
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The more you engage with a particular kind of post, the more you will see its ilk... eventually constructs a small “in-group” cluster of Facebook friends and topics that dominate your feed... causes your behavior to change... reinforcing their in-group status… ... because “engagement” is the metric, Facebook inevitably selects for the shocking an…

Facebook deflates filter bubbles by letting you follow topics, not just Pages | TechCrunch
techcrunch.com
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a “Topics to Follow” box in the News Feed that lets you swipe through a range of themes... Tapping “Follow” brings you to a dedicated feed for that theme populated by a collection of Pages ... tap through to see all the Pages you’ll then see public posts from in your main feed... Facebook could expose people to contrarian views that might make the…

Facebook shrinks filter bubbles with alternate news sources in Trending | TechCrunch
techcrunch.com
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instead of highlighting a single news outlet when you click through to a Trending topic, Facebook will now show a carousel of the other most popular articles written about the subject by different publishers... that could backfire by showing you more biased sources than you’d normally read. Not every fact needs an “alternative” take.

Google’s Data GIF Maker lets you, uh, make data GIFs
techcrunch.com
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use it only to compare stats about two different topics over time

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
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…

Mobile First, Desktop Worst – Prototyping: From UX to Front End
blog.prototypr.io
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Mobile First should not be taken as an opportunity to over-simplify and, by the same token, Desktop First should not be taken as an opportunity to pile on complexity.

18/05/2017
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.”

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…

How to Create a CNN-type News Chatbot for Your Organization
chatbotsmagazine.com
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A chatbot like CNN’s is a great way to send news and alerts ... How can you build a chatbot like this?... Tangowork, a platform for communications teams that lets them easily create news-type chatbots... the Microsoft Bot Framework ... lets us support 9 channels — Facebook Messenger, SMS, Skype, Slack, Web-part, etc.—from a single codebase... you…

13/05/2017
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…

Disentangling Democracy From Geography - The Atlantic
www.theatlantic.com
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rather than asking “Is the internet good for democracy?”... explore whether the human characteristics ... amplified or diminished by the internet support a functioning democratic system... The internet... collapses geography, greatly amplifies people’s ability to make connections ... However, the American democratic system is structured in a wa…

This site publishes high-touch, time-intensive data visualizations (and has a business that sustains it) » Nieman Journalism Lab
www.niemanlab.org

every individual picks their idea, we vet it ourselves and make sure the data’s there, that it’s interesting, and we just go off and do it... We specifically seek out stories that aren’t news related, because we don’t want to compete in that space

Responsive scrollytelling best practices
pudding.cool
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The main advantage of starting with mobile first is that it forces you to pare down your experience to the nuts and bolts... Once you commmit to scrollytelling, you have two mobile choices: keep it scrolly, or stack it... preserve the scroll is if the transitions are truly meaningful, and not just something to make it pop. Seeing change over time…

The Storytellers of Democracy - The Atlantic
www.theatlantic.com
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Interactive and participatory media allows viewers to get involved, to become expressive, and give voice. It is inviting and contagious for those who share views—seeing enough notes and posters in public makes it more welcoming to add your own... civic action... moves from digital support to public support only when it is clear that such actions h…

Facebook’s Perfect, Impossible Chatbot
www.technologyreview.com
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illustrates the current limitations of artificial intelligence... a human being invisibly takes over, responding to your request as if the algorithms were still at the helm... to reveal how people would react to an omniscient virtual assistant, and to provide data that would let the algorithms learn ...progress has been harder won than expected...…

04/05/2017
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 …

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.

What the Coloradoan staff is learning while experimenting with bots
www.rjionline.org
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a free bot interface and resources already in the newsroom, Hefty built and launched her first bot, dubbed Elexi, prior to the November 2016 elections to provide audiences with the necessary information to become more informed voters... We had all these preview stories on our site on local issues. If a user asked a question about a candidate or a …

19/04/2017
You Draw It: Just How Bad Is the Drug Overdose Epidemic?
www.nytimes.com
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Brilliant piece of data journalism

Building an IBM Watson powered AI Chatbot – Chatbots Magazine
chatbotsmagazine.com
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how hard is it for someone to put true artificial intelligence into a chatbot? ... here are the 50 lines of code that enable your bot to understand speech:

15/04/2017
Research Blog: Federated Learning: Collaborative Machine Learning without Centralized Training Data
research.googleblog.com
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Federated Learning enables mobile phones to collaboratively learn a shared prediction model while keeping all the training data on device, decoupling the ability to do machine learning from the need to store the data in the cloud.

The Hidden Potential of Chatbots: Content – Chatbots Magazine
chatbotsmagazine.com
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People will type... Take the most popular open input (such as ‘how are you?’ or the very frequent ‘no’). Then the most probable input in relation to your stories. Build answers to all these inputs. ... frame the subscription as becoming friends, and mention this implies receiving messages ... You need to first prove value and only afterwards ask f…

10/04/2017
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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