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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

Let’s Not Put the Government in Charge of Moderating Facebook
onezero.medium.com
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proposal ... for a U.S. government agency to regulate online speech... on all social media.... fails to make the case... the idea that a government agency would necessarily do better is naive... think about exactly who would appoint that agency’s leader, and to what political ends they might seek to put it...

From #EP2009 to #EP2019: a lost decade?
medium.com
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It’s taken me over ten years to move from enthusiasm, through frustration into a Zen-like state where I no longer blog about EU comms. But when the Eurobloggers called, I had to answer ;)- my link in the #EU09vs19 blog chain …

Publishers that closed their comments sections made a colossal mistake | What’s New in Publishing | Digital Publishing News
whatsnewinpublishing.com
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Most criticisms lodged against the content creators that chose to work with the platforms are made with the benefit of hindsight... the decision many publishers made to close down their comment sections should be considered one of the industry’s worst blunders.... editors looked down into their article comments sections and did not like what they …

We Don’t Need Social Media – OneZero
onezero.medium.com
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Facebook co-founder Chris Hughes laid out an argument for dismantling the social media behemoth... via antitrust legislation... a new age of innovation and competition... maybe not... competition  demands more data... engagement ... efforts to increase competition risk simply aggravating these problems.... We could simply choose not to have socia…

We have met the problem. Guess who?
medium.com
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In all the urgent debate about regulating, investigating, and even breaking up internet companies, we have lost sight of the problem we are trying to confront: not technology but instead human behaviour on it... in their search for someone to blame, government outsource fault and responsibility, egged on by media (whose schadenfreude constitutes …

Fighting fake news is a losing battle, but there are other ways to win the war.
mondaynote.com
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the next iteration of technology applied to politics will be a huge leap forward with a greater ability to target people... address each of the 156 million of registered voters on the US with personalized messages.... a falsehood delivered in a personalized way is likely to be more efficient but less visible than a blatant lie put on Twitter; it w…

Don’t #DeleteFacebook. Take back control with digital minimalism
medium.com
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To #DeleteFacebook is to throw the baby out with the bathwater without solving the underlying problem.This is not another post on the benefits or evils of Facebook — you can figure that out for yourself…- my latest post accepted into The Mission

Center for Humane Technology
humanetech.com
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Technology is hijacking our minds and society.... we are advancing thoughtful solutions to change the system... Try these simple changes to live more intentionally with your devices.

The Day the Algorithm Died – NewCo Shift
shift.newco.co
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When in doubt, blame the robots. Facebook ... has proposed a familiar solution: f the algorithm has failed, let’s just build a better algorithm.... the focus on the software misses the point ... the Internet has failed as a public forum.... Perhaps we wouldn’t still be defending this failed experiment if it wasn’t so stunningly profitable... highl…

Social Media Is a Denial-of-Service Attack on Your Mind
nautil.us
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these technologies ... kind of a denial-of-service (DoS) attack on the human will. Our phones are the operating system for our life. They keep us looking and clicking... wears down certain capacities, like willpower... repeated distractions lower people’s effective IQ by up to 10 points... over twice ... that ... from long-term marijuana usage....…

The Rise of the Like Economy - The Ringer
www.theringer.com
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uses the social network to promote her business... set up various safeguards to avoid becoming too emotionally invested ... a web browser plug-in ... replaces the social network’s endless stream ... with a single inspiring quote.... hired a social media manager ... because she could no longer stand the addictive feedback loop ... She had been a …

It's the (Democracy-Poisoning) Golden Age of Free Speech | WIRED
www.wired.com
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the capacity to spread ideas ... no longer limited by access to expensive... infrastructure. It’s limited instead by one’s ability to garner and distribute attention. And right now, the flow of the world’s attention is structured... by just a few digital platforms:... tincreasingly stand in for the public sphere itself... at their core... They’re …

Former Facebook executive: social media is ripping society apart | Technology | The Guardian
www.theguardian.com
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The short-term, dopamine-driven feedback loops that we have created are destroying how society works....exploit[s] a vulnerability in human psychology” by creating a “social-validation feedback loop”... you don’t realize it, but you are being programmed

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..…

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…

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.”

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 …

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…

7 Ways to Supercharge Your Audience Through Facebook Comments
www.newswhip.com
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readers could only remember where they saw a piece of news from, 56 percent of the time... how can you make your content stand out?... an actively engaged community is key. Content that disrupts a user scrolling through the newsfeed, and compels that person to comment, is a far more memorable experience.

Public Service Bots Should Support the Open Web
chatbotsmagazine.com
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3rd of my posts for Chatbots Magazine: Chatbots allow governments and other public bodies to provide citizens highly customised content and services. And invade their privacy. Citizens deserve better choices. 

Fake News: Be Careful What You Wish For – Whither news? – Medium
medium.com
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Do we really want to set up Facebook or Google as censors ... to decide what is real and fake, true and false?

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…

Scandanavian Legacy Publishers are Thriving on Social Media
www.newswhip.com
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Legacy media is thriving in Scandinavian news feeds... public broadcasters in all four countries seem to be competing strongly on Facebook... what do Scandinavian legacy publishers have to their advantage...?... many Scandinavian publishers see platforms such as Google and Facebook as only one part of their audience development strategy... small…

5 Big Tech Trends That Will Make This Election Look Tame
singularityhub.com

If you think this election is insane, wait until 2020... technologies like AI, machine learning, sensors and networks will accelerate. Political campaigns get ... so personalized that they are scary in their accuracy and timeliness. The single most important factor influencing your voting decision is your social network… so you can bet that politi…

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…

Axel Springer chief warns traditional media risk extinction
www.ft.com
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“a monopoly of content distribution that will be mainly driven by user-generated content, and by professional content by commercially interested players.... pretty traumatic scenario of information or propaganda. It will be very painful for democracies.”

Facebook Signals Institutions Are Out, Individuals Are In | DigitalNext - AdAge
adage.com
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News Feed Changes Mean Brands Should Invest in Facebook People More Than Pages... The News Feed algorithm is a lagging indicator, not a leading one. It now properly reflects what study after study shows the public truly values: relationships... No organization will ever be on the same footing as peers... Invest in Facebook people, more so than p…

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.

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