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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 to Leave Dying Social Media Platforms
doctorow.medium.com
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Those who've read Doctorow's books and blogs on the collective action problem stopping people leave the established social media walled gardens may not find anything new, except for the quite brilliant link he makes with "the 1971 film adaptation of Fiddler on the Roof ... the Anatevkans can’t just pack up and leave: they are being …

Open-sourcing Twitter's algorithms is more complex than Musk implies
thenextweb.com
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"it's a start... Musk argued that disclosing what amplifies or downranks tweets would reduce the risk of “behind the scenes manipulation.” [but] algorithms alone offer limited insights" because it's not just an algorithm that defines what you see: it's a huge dataset - "content that enters the platform, each user’s p…

Confronting Disinformation Spreaders on Twitter Only Makes It Worse, MIT Scientists Say
www.vice.com

A "perverse downstream consequence for debunking... being corrected by another user for posting false political news increases subsequent sharing of low quality, partisan, and toxic content".Looks like evidence for the backfire effect: "Direct correction ... backfires by making people feel defensive or focusing their attention on so…

How Facebook and Twitter Handled Their First Major Election Day Tests | by Sarah Emerson | Nov, 2020 | OneZero
onezero.medium.com
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Several of the president’s tweets overlaid with disclaimers ... invoking Twitter's Civic Integrity Policy, which prevents users from manipulating elections. Trump’s tweets also effectively throttled by preventing other users from amplifying them. Facebook’s measures were less accusatory, attaching an informational label.Neither stopped Trump …

Opinion | Facebook and Twitter Are Still Tinkering With Democracy - The New York Times
www.nytimes.com
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Another analysis - with a lot of useful links - of the way social platforms managed the NYPost story, and what it tells us "about the status of social media companies’ reform efforts, and [how]... they are still failing to safeguard the democratic process?"First some facts:The NYPost article's "sourcing was so dubious that at l…

Social Media and the Hunter Biden Report - The New York Times
www.nytimes.com
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The platforms started doing what people concerned about disinformation have been asking for, and immediately came under fire from people concerned about censorship.When The New York Post published a story supposedly incriminating Hunter Biden "YouTube largely did nothing, Facebook deprioritized the Post story (slowing spread until 3rd party f…

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…

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…

Nearly half 'reopen America' Twitter accounts are bots: report - Business Insider
www.businessinsider.com
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the level of bot involvement in discussions about things like US elections or natural disasters is typically 10% to 20%... among tweets about "reopening America," 66% came from accounts that were possibly humans using bot assistants... 34% came from bots...

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 …

Study finds quarter of climate change tweets from bots - BBC News
www.bbc.com
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tweets posted by bots created the impression there was a high level of climate change denial... 6.5 million tweets from ... Trump's June 2017 announcement that he was removing the United States from the Paris climate accord... Posts in support of action to protect the environment were far less likely to come from bots... only 5%...the number …

Why you should have your own Twitter bot, and how to build one in less than 30 minutes
medium.freecodecamp.com
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You’re going to use the twit library to build a Twitter bot. It will like and re-tweet whatever you specify. It will also reply to your followers with a selection of canned responses.

09/02/2017
Facebook's fake news problem can be solved through design—just look at Twitter and Nextdoor — Quartz
qz.com
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thoughtfully designed user interfaces can make us a freer, more humane, and more just society, just as poorly designed ones seem to have made many of us less compassionate, less informed, and more antagonistic... for a case study, we only need to look ... online forum Nextdoor.com originally ... a way of fostering community through neighborhood-s…

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…

BotOrNot by Truthy
truthy.indiana.edu

BotOrNot checks the activity of a Twitter account and gives it a score based on how likely the account is to be a bot. Higher scores are more bot-like.

17/03/2016
Tim Berners-Lee slams Twitter’s 'negativity and bullying'
www.computing.co.uk
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Berners-Lee suggested a simple rethink in how social networks and human nature work together could help curtail negative behaviour... "we have responsibility to think how to build systems that tend to produce constructive criticism and harmony as opposed to negativity and bullying."

ThinkUp - Super powers for your social networks
www.thinkup.com
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ThinkUp analyzes your Twitter, Instagram, and Facebook activity to give you fun and surprising insights, then emails them to you (or tweets at you if it's super interesting).

Your prediction of Twitter’s future is wrong. — Medium
medium.com
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Sure Facebook has 1.59 billion users, but that not my field of view. I have some 900 “friends” on Facebook. To me, it doesn’t matter who the other one billion five hundred eighty-nine million nine hundred ninety-nine thousand one hundred users are. I can’t reach out to them to begin a relationship... Facebook and Twitter are two very different dif…

11/02/2016
Twitter unveils its own news digests, and some news orgs are participating
www.niemanlab.org

“moments” are mini news digests of tweets across a range of topics... with splashy full-screen photos and videos. Each individual moment is made up of about 10 tweets... allows users to follow stories they’re interested in for a limited period of time... clearly targeted at curious or casual users... a “catch-me-up” type of news digest, using t…

Google, Twitter Work on Open Source ‘Instant Articles’ for Mobile
recode.net
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Google and Twitter to help publishers show “instant articles” to people who use their services on mobile phones... Twitter users or Google search users who click on a link while using their phones will see full articles pop up on their screens almost immediately... an open source project, and hope to convince multiple tech companies to adopt it…

02/10/2015
Facebook updates its algorithm (yet) again
gigaom.com
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"It seems like Facebook’s favorite pastime is messing with its algorithm, to the terror of brands, media, and consumers everywhere. ... Today’s change is all about timing. The company wants to make the posts that appear in your feed more relevant based on the context of “when.” That way, you’re not seeing your friends statuses about the Emmys day…

Facebook Takes Another Tip From Twitter
readwrite.com
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"Just because Twitter wants to be more like Facebook doesn't mean Facebook doesn't want to be more like Twitter. " - Facebook Takes Another Tip From Twitter And Pushes Trendy Topics - ReadWrite

Facebook: More timely News Feed
www.poynter.org

"It doesn’t refer to Ferguson, Ice Bucket Challenge videos or a solemn responsibility to bring you news that really matters, but Facebook does seem to be addressing concerns about the service’s ability to surface timely, important news stories." - Facebook: More timely News Feed on the way | Poynter.

Twitter vs. Facebook as a news source
gigaom.com
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Seems that, 3+ years after "The Filter Bubble" was pubished, it takes an event like #Ferguson to make people realise what it is. "if there was no Twitter to catch on nationally, would #Ferguson ever make it through the algorithmic filtering on Facebook? ... or be buried in algorithmic censorship?... Facebook has become like a digital version of…

Quantifying the filter bubble
digiday.com
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"relying too heavily on Facebook’s algorithmic content streams can result in de facto censorship. Readers are deprived a say in what they get to see, whereas anything goes on Twitter." Puts some numbers to the opacity of the filter bubble experienced by Facebook users in comparison with Twitter users, by comparing coverage of #Ferguson and 'Ice B…

Tracking #Ferguson on Twitter. Via @Mathewi, GigaOm
mathewlowry.myhub.ai

Tracking #Ferguson on Twitter. Via @Mathewi, GigaOm

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