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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

Facebook Quietly Suspended Political Group Recommendations Ahead Of The US Presidential Election
www.buzzfeednews.com
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"Facebook quietly stopped recommending that people join online groups dealing with political or social issues", and will "assess when to lift them afterwards, but they are temporary." This part of the Facebook's AI plays a key role in pushing "people down a path of radicalization... groups reinforce like-minded views …

Thread by @kevinroose on Thread Reader App – Thread Reader App
threadreaderapp.com
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An interesting corrective: here's the Tech columnist for the New York Times, claiming Facebook is flooded with right-wing misinformation, not all labelled as such - and "it's not clear that labels are doing much". Most people - including, usually, me - will read that tweet, have their beliefs confirmed and move on. What's…

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 …

Facebook Seeks Shutdown of NYU Research Project Into Political Ad Targeting - WSJ
www.wsj.com

Facebook threatens with legal action NY academics seeking to study Facebook's political ad targeting because their Ad Observer is a "scraping tool". The project collects data unavailable on Facebook's political ad archive: targeting data, geography, political contest, etc.., which they say now violates their rules established i…

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…

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.

QAnon shows that the age of alternative facts will not end with Trump - Columbia Journalism Review
www.cjr.org
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With more than a dozen congressional candidates appearing on ballots in November, Qanon is mainstream. While it looks like a lot of other conspiracy theories, this research provides a fascinating look at how the conspiracy's "Bakers" co-create their knowledgescape."QAnon doesn’t simply offer readers insider insight into current…

Facebook completely bans QAnon and labels it a ‘militarized social movement’ - The Verge
www.theverge.com
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All forms of content related to QAnon are banned, excepting posts from individual profiles, "even if they contain no violent content" - a significant update of Facebook's anti-Q August sweep - effectively treating it as an “identified Militarized Social Movement... no different than an extremist militia group, but not quite on the l…

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. 

Breaking democracy to hold power (US2020 Disinformation news, ed. 3)
medium.com
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How a decades-long election delegitimisation campaign, amplified by social media disinformation, intersects with the death of a Chief Justice in a GoT-worthy season finale of “US democracy: Endgame”.

‘“Holy s---” is what we’re thinking’: Inside Facebook's reckoning with 2020 - POLITICO
www.politico.com
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A tour of the year from Zuckerberg's original position - that private companies should not be censoring politicians or the news in a democracy - to the most recent U-turn, after a year of exploring options: from continuing to do nothing through to Twitter's position - banning all political ads."field testing revealed that none of th…

While Facebook works to create an oversight board, industry experts formed their own
www.nbcnews.com
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a group to analyze and critique Facebook's content moderation decisions, policies and other platform issues in the run-up to the presidential election... Facebook's own won't be ready for the election...The name - "Real Facebook Oversight Board" - is misleading: it won't hear users' claims or appeals; more of an …

Facebook will reject ads that falsely claim election victory
www.fastcompany.com

Facebook reacted quickly, but it was reaction, not proaction, and therein lies the problem.When I saw and Queued this article, they'd confirmed to FastCompany that "political campaigns would be able to place new ads on Facebook starting November 4" which meant Trump could advertise an election victory before it was confirmed. By the…

Sensitive to claims of bias, Facebook relaxed misinformation rules for conservative pages
news.yahoo.com

More insights into the way Facebook removed 'strikes' from its internal system against conservative pages labelled as propagating disinformation. "Facebook employees in the misinformation escalations team... deleted strikes ... issued to some conservative partners for posting misinformation ... discussions ... showed [they] were wo…

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…

From foreign meddling to pink slime (US2020 Disinformation news, ed. 2)
medium.com
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This edition’s 9 articles span the real meaning of “foreign meddling” and domestic flashpoints, social media platform preparations for Election Night and beyond, and how media has to go beyond factchecking as it tackles “pink slime” (yes, it’s a thing).

Facebook Braces Itself for Trump to Cast Doubt on Election Results
www.nytimes.com
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The world’s biggest social network is working out what steps to take should President Trump use its platform to dispute the vote.

Facebook Employees Frustrated With Zuckerberg After Kenosha
www.buzzfeednews.com
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"the platform promoted violent conspiracy theories and gave safe harbor to militia groups" like the “Kenosha Guard”, which issued a “call to arms” on Facebook which, despite two people reporting it, remained online. It was only removed by the group themselves after 2 people were killed by a 17 yr old.The level of employee pushback at Fac…

Facebook’s belated, vague, unhelpful election idea - Columbia Journalism Review
www.cjr.org
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Facebook's steps to verify election-related content and prevent disinformation or attempts at meddling have largely underwhelmed. Political ads may be banned for the week before the election, but not those created beforehand. In any case, that's after months of damage. And it doesn't stop people posting disinformation which are not …

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 has been terrible about removing vaccine misinformation. Will it do better with election misinformation? » Nieman Journalism Lab
www.niemanlab.org
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Less than 5% of the 912 posts flagged for misinformation were dealt with by Facebook, Instagram, YouTube, and Twitter. Many concerned covid19 and over 10% mentioned Gates.Their election-related disinformation policies are unclear, particularly concerning content to de-legitimise the election, "which is likely to make enforcement difficult and…

Facebook Fired An Employee Who Collected Evidence Of Right-Wing Pages Getting Preferential Treatment
www.buzzfeednews.com
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Facebook employees collected evidence company giving right-wing pages preferential treatment when it comes to misinformation... worried how the company will handle the president’s falsehoods in an election year... Facebook is going to be used to aggressively undermine the legitimacy of the US elections... senior engineer collected internal evidenc…

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 …

Disinformation For Hire: How A New Breed Of PR Firms Is Selling Lies Online
www.buzzfeednews.com
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for manipulating public opinion... automation and artificial intelligence “can quickly generate traffic and publicity much faster than people.”...If disinformation in 2016 was characterized by Macedonian spammers... Russian trolls... 2020 is shaping up to be the year communications pros for hire provide sophisticated online propaganda operations .…

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…

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