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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…

Facebook and Twitter struggle to crack down on QAnon - Vox
www.vox.com
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“It’s so easy to feel you’re special or in on something.” - James Wolfe, 45, who was "introduced [to Qanon] by a friend to the idea in late 2017... [when he] was recently unemployed and recovering from a serious physical injury", and quickly "started spending as much as eight hours a day" before recovering "from QAnon aft…

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…

What we talk about when we talk about fair AI – BBC News Labs – Medium
medium.com
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Over the coming years, we’ll see the BBC develop and roll-out more and more machine learning algorithms for storing, retrieving, tagging and possibly even creating content.... What if we lock our audiences in to what they just want to hear, never challenging them? ... Should the algorithms we use be open to public scrutiny?... inform our own thin…

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..…

How Silicon Valley is erasing your individuality
www.washingtonpost.com

In the realm of knowledge, monopoly and conformism are inseparable perils. The danger is that these firms will inadvertently use their dominance to squash diversity of opinion and taste. Concentration is followed by homogenization... news media ... have rushed to produce articles that will flourish on those platforms... a duplication of the news…

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.

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…

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.

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…

The filter bubble isn't just Facebook's fault – it's yours
theconversation.com
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to put the blame solely on the company is to overlook how people use the site, and how they themselves create a filter bubble effect through their actions.... Just as important as the algorithm is how people use the site and shape it around their own communications... people are actually exposed to a great deal of diversity through Facebook... But…

Is ‘fake news’ a fake problem? - Columbia Journalism Review
www.cjr.org
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We know little about the amount of fake news an average citizen consumes, or how it fits into their overall news diet... What we found calls into question the severity of the fake news crisis.... We gathered data for both the real and fake news sites from comScore... First, the fake news audience is tiny compared to the real news audience–about 1…

Here's What Facebook's Live Video Filter Bubble Looks Like - BuzzFeed News
www.buzzfeed.com
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But millions of people chose to skip the media ... and watch the speech live, via Facebook... greeted with a litany of comments and emoticon reactions, all colored by the point of view of the outlet broadcasting it...a live or real-time filter bubble, where a viewer’s perceptions of a live event are colored by the commentary that surrounds it.

Fake news aside, Facebook can help puncture our political “bubbles” - Vox
www.vox.com
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as we jump to fix the fake news problem, we may end up destroying our best hope to break through our echo chambers... those bubbles, it turns out, are far from airtight... 15-25 percent of the people we connect to on social media, on average, come from across the political divide... the level of diversity we come across in real life homophily is…

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…

Machine learning can fix Twitter, Facebook, and maybe even America
techcrunch.com
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Perfectly open communities always go sour. You need filters. Every functional community has them. And that’s where machine learning comes in... If you can detect trolls, you can protect the people they’re trolling by muting or putting a warning over the trolls’ posts... Twitter... already have a way of screening out porn. Why don’t they do the sam…

How The 2016 Election Blew Up In Facebook’s Face
www.buzzfeed.com
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As Facebook attempted to capture the fast-moving energy of the news cycle from Twitter... it built a petri dish for confirmation bias... Here’s how... ‘Share’ Button ... encouraging people to share quickly and without much thought... “original sharing,” where people post their own photos, text updates... was declining..., content from celebritie…

How Facebook can escape the echo chamber
techcrunch.com
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Zuckerberg... suggested the real problem is that people by nature engage with content they like and find agreeable, and dismiss things they don’t agree with online as they would in real life... it needs to implement better features to help diversify the content we see... For such an influential platform ... it’s irresponsible for Facebook to give …

The forces that drove this election’s media failure are likely to get worse » Nieman Journalism Lab
www.niemanlab.org

Segregated social universes, an industry moving from red states to the coasts, and mass media’s revenue decline: The disconnect between two realities shows no sign of abating... American political discourse in 2016 seemed to be running on two self-contained, never-overlapping sets of information... today’s media ecosystem encourage that separatio…

Your political Facebook posts aren’t changing how your friends think
qz.com
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While our experience with political Facebook posts suggests, anecdotally, that the thrust of the story is correct, we cannot confirm the authenticity of the study... Our efforts to reach Rantic before publication were unsuccessful, and Wired has since retracted its story.

It’s your filter bubble — not Facebook’s
medium.com
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“I am actively searching through Facebook for people celebrating the Brexit leave victory,” ... to no avail. He called on his friends in the technology industry to act on this ‘echo-chamber problem’.... Why are they making the demand of social media companies — and not news organisations?...how we see technology now: both as something separate fro…

Facebook, Mobocracy & Augmented Reality - (Top3ics, 23 May)
mathewlowry.myhub.ai

This isn’t the first time I’ve covered the impact of social media on news; technologies like augmented reality; and the impact of both on society. It is the first time these Top3ics have meshed so perfectly in one month.

Blue Feed, Red Feed
graphics.wsj.com
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To demonstrate how reality may differ for different Facebook users, The Wall Street Journal created two feeds, one “blue” and the other “red.” If a source appears in the red feed, a majority of the articles shared from the source were classified as “very conservatively aligned” in a large 2015 Facebook study. For the blue feed, a majority of each …

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…

Facebook’s Trending Topics and the growing power of the funnel filter
www.niemanlab.org

Ironically, with the widening of (national) news choices that the Internet has spawned, we’re depending on fewer pipelines of news. It’s a narrowing of the filter funnel...t as troubling as the filter bubbles that used to occupy our concerns, but likely more potent. As those pipelines narrow, necessarily, the decision on what is news, and what is …

The long-term effects of ugly political discussions on Facebook
arstechnica.com
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Study shows political discussions are ruining Facebook and friendships... users who try to talk about politics on Facebook are often surprised by the political opinions of their acquaintances... a diverse set of opinions among a user's friends makes everyone want to speak up less...Facebook has a low threshold for “friending” ... can bridge togeth…

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