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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

How The Epoch Times Created a Giant Influence Machine - The New York Times
www.nytimes.com
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"Falun Gong-backed newspaper used aggressive Facebook tactics and misinformation to create an anti-China, pro-Trump media empire" - from a "low-budget newspaper ... handed out free on New York street corners" to "one of the country’s most powerful digital publishers... a leading purveyor of right-wing misinformation"…

Trump and the Limits of Content Moderation | WIRED
www.wired.com
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Criticisms of social media platforms for allowing disinfo and hate speech to flourish are accurate, but sometimes also wishful thinking: "if only Mark Zuckerberg got his act together, American politics would get back to normal"A disinfo video gone viral may get half a million views - the first Trump-Biden "debate was probably seen b…

Facebook pledged to remove misinformation about voting posted by Trump. It's not following through.  - Popular Information
popular.info
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The new label makes clear that Facebook understands Trump is posting misinformation about whether votes are counted. But it is not fulfilling its stated policy to remove the post. 

US election campaign technology from 2008 to 2018, and beyond | MIT Technology Review
www.technologyreview.com
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Tours election technology from 2008 to 2018 "and beyond".2008: Obama integrated e-mail, cell phones and websites to both convey the candidate’s message and enable his supporters to connect and self-organize - supporting grassroots community. MyBarackObama allowed users to form groups, raise money, organise events, get info on local vote…

Twitter bots are impersonating Black Americans to sow disinformation
www.msnbc.com
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fake Twitter accounts removed: impersonated black men who left the Dems because of BLM to support Trump ... some had tweets with over 10,000 RTs...bots risk drowning out an authentic black political dialogue... shutting them down risks collateral damage (ie shutting down actual people, not fake accounts)...Great metaphor: "we would have a lot…

Facebook removes troll farm posing as African-American support for Donald Trump
www.nbcnews.com
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foreign pro-Trump troll farm was based in Romania... Facebook... didn’t see “clear evidence of financial motivation” or “clear links to known commercial actors...separate troll operation, tied to pro-Trump media organization Epoch Media Group, featured 303 Facebook accounts, 181 pages, 44 Facebook groups and 31 Instagram accounts... followed by mo…

Opinion | Trump Is Staking Out His Own Universe of ‘Alternative Facts’ - The New York Times
www.nytimes.com
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In less than a year... weekly church-attending white Protestants convinced that Donald Trump was anointed by God to be president grew from 29.6 percent to 49.5 percent... Capitalizing on that devotion is integral to Trump’s re-election ...all-enveloping digital campaign website... campaign app... a self-contained, self-reinforcing arena where Trum…

Tech Giants Prepared for 2016-Style Meddling. But the Threat Has Changed. - The New York Times
www.nytimes.com
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big tech companies have spent the past three years working to avoid a repeat of 2016... struggling to handle the new challenges of 2020...foreign governments ... are now using ... bots that are nearly impossible to distinguish from hyperpartisan Americans... partisan groups in the United States have borrowed Russia’s 2016 playbook ... tough calls …

‘I made Steve Bannon’s psychological warfare tool’: meet the data war whistleblower
www.theguardian.com
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Wylie ... the gay Canadian vegan who somehow ended up creating “Steve Bannon’s psychological warfare mindfuck tool”.... In 2014 Steve Bannon ... was Wylie’s boss. And Robert Mercer... Republican donor, was Cambridge Analytica’s investor... to bring big data and social media to an established military methodology – “information operations” – then t…

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?

Facebook’s failure: did fake news and polarized politics get Trump elected? | Technology | The Guardian
www.theguardian.com
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information bubbles didn’t burst on 8 November, but ... mainstream media and polling systems underestimated the power of alt-right news sources and smaller conservative sites that largely rely on Facebook to reach an audience... fake news is not a uniquely Republican problem... What is ... is the validation given to fake news by the now president-…

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…

Trump’s Campaign Is Launching a Nightly News Show on Facebook | WIRED
www.wired.com
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will stream Trump’s rallies directly each night and feature pre-and post-event commentary... a way for the campaign to circumvent the mainstream media ... says as much about Trump’s future in media as it does about Facebook’s.

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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