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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

Facebook Quietly Suspended Political Group Recommendations Ahead Of The US Presidential Election
www.buzzfeednews.com
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"Facebook quietly stopped recommending that people join online groups dealing with political or social issues", and will "assess when to lift them afterwards, but they are temporary." This part of the Facebook's AI plays a key role in pushing "people down a path of radicalization... groups reinforce like-minded views …

Opinion | Facebook serves as an echo chamber, especially for conservatives. Blame its algorithm. - The Washington Post
www.washingtonpost.com

Summary of peer-reviewed research - “Understanding Echo Chambers and Filter Bubbles: The Impact of Social Media on Diversification and Partisan Shifts in News Consumption” - by its authors, who found:more time spent on Facebook, the more polarized their online news consumption becomes...Facebook usage is five times more polarizing for conservative…

Change My View - You Are Not So Smart
soundcloud.com
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reddit community called Change My View ... a ready-made natural experiment ... feed it into programs ... to understand the back-and-forth between human beings ... discovered two things: what kind of arguments are most likely to change people’s minds, and what kinds of minds are most likely to be changed. https://www.reddit.com/r/changemyview/ : po…

Once considered a boon to democracy, social media have started to look like its nemesis
www.economist.com
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“We wanted democracy... but got mobocracy.”... Bots generated one out of every five political messages posted on Twitter in America’s presidential campaign last year... “we need to reform our attention economy.”... groups which had mostly been excluded from the mainstream media... developed the dark arts they would use to further their agendas..…

New research shows the internet is a swamp and the trolls have won | The Outline
theoutline.com

there’s plenty of reasons why negativity abounds online... Incivility is a basic human instinct that’s encouraged by anonymity and exacerbated by inequality... anger helps drive participation... anyone who benefits from trolling — whether it’s platforms themselves or populist politicians — have little reason to improve the tone of online chatting…

I read almost 50 articles on Fake News so you don’t have to (Topics, Dec 15; updated)
mathewlowry.myhub.ai
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A work in progress from an upcoming eponymous post. Another experiment with the enewsletter format: some initial thoughts on this seemingly intractable problem, with some of the source materials I’m studying.

Misinformation on social media: Can technology save us?
theconversation.com
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my research team’s analysis of data from Columbia University’s Emergent rumor tracker suggests that this misinformation is just as likely to go viral as reliable information... limiting news fakers’ ability to sell ads... a step in the right direction. But it will not curb abuses driven by political motives... Using BotOrNot, our colleagues found…

Social Network Algorithms Are Distorting Reality By Boosting Conspiracy Theories | Co.Exist | ideas + impact
www.fastcoexist.com
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The filter bubble... has evolved. Algorithms, network effects, and zero-cost publishing are enabling crackpot theories to go viral... impacting the decisions of policy makers and shaping public opinion, whether they are verified or not... Facebook's news feed ... tailored just to us ... to keep us interested and happy... drives engagement and mor…

2015: the year we get creeped out by algorithms
www.niemanlab.org

Personally I've been creeped out by all this since reading the Filter Bubble, but apparently I'll be feeling less lonely about it next year. Great image here: "Think of a world in which your phone constantly checked in with the central phone company to decide which of your relatives it should allow you to call, and to jumble their sentences aroun…

Algorithm tweaks don’t change the bottom line
gigaom.com
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"Facebook seems to be trying to get more transparent about how the algorithms ... function, with a statement on Monday about cracking down on “clickbait.” ... But despite the attempts at openness, the bottom line remains the same: Facebook is a black box. No one really has any clue why the site chooses to show or hide certain content... what com…

Can you opt out of online algorithms?
www.theatlantic.com
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Interesting & contested view of that Facebook study, by its co-author: ""If you say, 'I don't want to be experimented on,' ... what does that mean?"[Google is ] constantly needing to tweak their algorithm. If I say, 'I want to opt out of that,' does that put me back to Google search 2004? " Others beg to differ: "It's not A/B testing. It's just b…

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