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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

Domestic v. foreign disinformation: A question of timing (US2020 Disinformation news, ed. 4)
medium.com
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There are two possible reasons why we are not talking as much about foreign interference. Both could be true. Only one is good news.

Women Journalists Are the Most Credible Voices on Covid-19
blog.thefactual.com
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data on the U.S. media ecosystem suggests that women journalists make up a disproportionately high number of the most credible journalists... about Covid-19... dominate ... top 100 most credible journalists ... 19 of the top 25 journalists and 58 of the top 100algorithm analyzes individual articles for credibility based on the author’s topical exp…

Why does journalism need blockchain technology? – Civil
blog.joincivil.com
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The record is incorruptible... this sort of recordkeeping is valuable for journalism: it allows us to maintain archives that can’t be censored or altered after the fact... an ad-free publishing economy on Civil’s Ethereum-based platform... Popula is accountable to its readers alone, and is impervious to the interests and agendas of advertisers or…

Can Marketplace reach an audience beyond those who already care about explainer journalism?
www.niemanlab.org

Marketplace wants to reach a more diverse audience... to raise the economic intelligence of the country... podcast... to approach explainer journalism ... through a group conversation... Our attempt to get the answer is going to be transparent... audience, can you help me with this?

How to engage readers with digital longform journalism
www.americanpressinstitute.org
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Major enterprise stories — stories that take deep dives and attempt to inform readers in substantive ways or to elicit impact... require considerable resources... the potential audience is limited... how can journalists get readers to complete these long pieces?use multiple elements and platforms to tell the story... the parts that pull your reade…

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's algorithm will control journalism if we let it
www.onemanandhisblog.com
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Facebook is not a friend of journalism.. Yes, Instant Articles are sexy and monetisable... a hugely important route to readers, but the more dependent we get on them, the more they’ll be able to charge us to access that audience... Facebook is seeing an alarming (to them) drop in sharing of personal information...we’ll see Facebook start to turn d…

The Future of News Is Not An Article
nytlabs.com

Facebook and Apple... have chosen to focus on a future that takes the shape of an article... largely developed in response to the constraints of print ... a great opportunity for news organizations themselves to rethink those assumptions... considering the time scales of our reporting in much more innovative ways. Information should accumulate …

Ev Williams on Medium’s future and listening to his gut
www.theverge.com
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the next phase of Medium is about linking writers with brands, with Medium acting as the go-between, vetting creators. Meaning, in part, a native advertising hub filled with long-tail content.... There’s going to be sponsorships and branded dollars on the platform. Our vision is to connect quality creators with brands who may want to work with the…

Playing Leapfrog & Werewolf with Google & Facebook
medium.com
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"Now we in journalism get to stand back and see technology titans jump over each other to bring benefits to news. But we’d best not stand back too far. We journalists and publishers must collaborate with the platforms as we demand that they collaborate with us. And as they teach us about technology, we must teach them about journalism." - Playi…

Guardian digital editor: ending comments is a mistake
gigaom.com
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"Guardian digital editor Aron Pilhofer say killing off comments is a “monumental mistake.”... ... many traditional newsrooms are failing to take full advantage of the web’s ability to create a two-way relationship with readers, and that this is a crucial element of what journalism has become in a digital age... ... "You see site after site movin…

Good overview of nextgen CMSs emerging from newsrooms
knightlab.northwestern.edu
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"Collaboration on the web has always been a challenge. Beyond the typically one-dimensional CMS, other familiar tools such as Google Docs and Dropbox also fall short because they either lack multimedia support (Docs) or don’t offer a true version control system (Dropbox). Over the past year-and-a-half, however, a host of potential collaboration s…

10/10/2014
Dire Digital Picture: NYT Internal Report
www.buzzfeed.com
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"... technical weaknesses in the paper’s backend: The lack of an organized system of tags to organize stories’ metadata ..."

After Aggrefilter, meet the Platishers
recode.net
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Interesting perspective on the rash of new tech-content hybrids emerging in the media space. Back in the day, companies could be either tech or content, but not both: "What were you going to be really good at? Engineering or “content”? You couldn’t do both, because that would mean that one would be subordinate to the other. And if you were going…

From Nieman Reports: Detecting threads of Chinese government propaganda over time » Nieman Journalism Lab
www.niemanlab.org

"“Fished out of the shadows, old news coverage in China’s media can provide clues to the family connections of government officials as reporters investigate their financial dealings.”"

Web Journalism: Bubble or Lasting Business?
www.nytimes.com
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Nice NYTimes tour of the current news startup wave: Key point: "quality, customized advertising on sites with good editorial content was actually a solid business with growing margins... Business Insider has had nine consecutive quarters where the revenue per page was rising.... “There are fundamental secular trends — ad growth, mobile growth, pa…

30/01/2014
News curation news: 2 Inside(.com) stories
mathewlowry.myhub.ai
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Interesting points emerging from the first two articles I’ve seen about Jason Calacanis’ his new venture, Inside.com.

What The Longform Backlash Is All About
medium.com
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Medium on how magazine editing is morphing as technology transforms online longform: "Online, each story is at best its own magazine, sent out to find its own temporary audience. One article may absorb people who subscribe, or would once have subscribed, to Foreign Affairs; another might absorb devotees of Wired or Men’s Health or Glamour. The au…

Web Journalism Asserts Itself
mobile.nytimes.com
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NYTimes.com on how legacy organisations failed to go digital, leaving field open to tech-first startups: "Vox is a digitally native business, a technology company that produces media, as opposed to a media company that uses technology. Everything at Vox, from the way it covers subjects, the journalists it hires and the content management systems …

27/01/2014
NSA files presented in HTML5
www.theguardian.com
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Snowden, Snowfalled: an awesome HTML5 interactive feature.

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