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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

Platforms wield a worrying amount of power over news and information. Can a more decentralized web help? » Nieman Journalism Lab
www.niemanlab.org

platforms like Facebook have ... amassed unprecedented gatekeeping powers ... Can new decentralized systems with no single point of control... be a remedy? A new report ... concludes that “protecting the future of speech online involves not only these ambitious experiments in decentralization, but the cultivation of an ecosystem of competing publi…

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 …

Google Is Going to Speed Up the Web. Is This Good?
backchannel.com
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Enter the new editors of the Internet: giant, centralized tech companies that have created platforms... notably Facebook and Apple — want to be the newsstands of tomorrow: the place we go, inside their own ecosystems, to get our news and information... journalism organizations feel they have no alternative but to be part of those ecosystems. This …

How Facebook and Twitter are killing the open web
qz.com
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Platforms are eating publishers... The idea that Facebook and its ilk could act as information gatekeepers is also a bleak prospect... Facebook wouldn’t allow The New Republic to create an ad for an innocuous piece on medical marijuana ... If Facebook is squeamish about medical marijuana now, imagine the state of the fourth estate once controversy…

Nick Denton: Facebook dominance better than 'convoluted' ad tech
digiday.com
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Gawker Media CEO Nick Denton was an extreme skeptic of publishers relying too heavily on Facebook. Now he's ... “all in” on publishing directly to Facebook with its Instant Articles program, a backtracking on Denton’s well-publicized lament that publishers are too reliant on platforms...Facebook, with its deep pool of accurate user data, can help …

Who’s Afraid of the Big Bad Medium?
medium.com
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By the time Cameron wrote “Orbital Content” in April of 2011, almost all visits to A List Apart and zeldman.com were triggered by tweets and other third-party posts... SO JUST WHY are we afraid of Medium?

25/01/2016
The thing that threatens the web is the mobile ecosystem and the inevitable march of centralization… — Medium
medium.com
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Over the next few years, there is no doubt content and attention will continue to shift from tens of millions of web sites to a few centralized networks that people access via apps

24/01/2016
Future Media Lounge
www.futuremedialab.info

For the purpose of media pluralism, an emerging concern is how to ensure that the activities of these powerful platforms do not lead to a reduction in the quantity and quality of content actually available to consumers, and/or do not undermine democratic communication (e.g. through the suppression or arbitrary selection of information). Their …

02/10/2015
Digital platforms: new gatekeepers of information diversity
www.futuremedialab.info

the concerns and questions new information intermediaries bring to the table are explored, particularly in regards to the effect they have on media diversity. Additionally, Helberger looks into the regulatory options for safeguarding media pluralism and regulating these new gatekeepers, who are increasingly in control of consumer data. This art…

02/10/2015
Community, comments, the open web & Facebook (Top3ics, 24 Sept)
mathewlowry.myhub.ai

Get with the community; The death and rebirth of comments: The death of the open web?

Apple vs. Google vs. Facebook and the slow death of the web
www.theverge.com
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...with iOS 9 and content blockers, what you're seeing is Apple's attempt to fully drive the knife into Google's revenue platform.... So it's Apple vs. Google vs. Facebook, all with their own revenue platforms. Google has the web, Facebook has its app, and Apple has the iPhone. This is the newest and biggest war in tech going today. And the …

Platforms, distribution and audience
ben-evans.com

Blogging has never been easier but getting read has never been harder... The problem isn't freedom or openness but distribution... you might post it on Facebook or Google Plus. Your friends might see it ... (though this is largely random) and they might share it ... You might post it on LinkedIn and your network might see it ... and LinkedIn migh…

Digital Distributors vs Open Web: who will win?
buytaert.net

What does the rise of digital distributors mean for the Open Web?... is there a point at which distributors create enough value for publishers to stop having their own websites? If distributors are capturing market share because of a superior user experience, is there a future technology that could disrupt them? And the ultimate question: who will…

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