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Overview: Social Media Strategy

Social media can be a time- and resource-vampire if it's not integrated into the rest of your communications strategy.

How is your social media strategy? Are you simply broadcasting your content? That's inexpensive, but you're simply adding to the noise. Do you really want to be part of that problem?

The secret is to not have a "social media strategy": as a separate strategy, it will prevent social media becoming an integral part of your content marketing, community development, digital transformation and innovation strategies.

It also tends to put social media in Team Ghetto, when you should be mainstreaming it across your workforce.

Instead, view social media as a set of tactics within an integrated communication strategy, with each social platform harnessed to your overall communication goals.

Need help? Get in touch.

More services: start with Communication strategy.

Relevant resources

New Paradigms in Trust and Safety: Navigating Defederation on Decentralized Social Media Platforms | Carnegie Endowment for International Peace
carnegieendowment.org
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"the Carnegie Endowment for International Peace conducted a workshop with eighteen experts to explore governance challenges to defederation... on decentralized social media [which] offers new possibilities for online governance. Experts consider how it can be used responsibly, in a way that balances speech and safety".A good example of how the dis…

How Graze Sponsored Market Blew Away Benchmarks While Fundraising for Public Media | Graze
www.graze.social
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How Graze raised funding for NPR and PBS "while also learning more about the future of sponsored content on ATProto".Results: "The Graze.social NPR/PBS donation campaign's 168% ROAS is exceptional performance in the nonprofit digital advertising landscape. Industry benchmarks from M+R show that typical Facebook/Meta campaigns achieve only 48% retu…

We're getting the social media crisis wrong
www.programmablemutter.com
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Misinformation is "a problem, but not the most important one. The fundamental problem... is not that social media misinforms individuals about what is true or untrue but that it creates publics with malformed collective understandings".while democracy "is a profoundly collective enterprise", we see it as the sum of individuals' knowledge and decis…

On discourse and decentralisation – Connected Places
connectedplaces.online
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The always good Laurens on the ActivityPub-ATproto open letter: "There is a large group of people who are actively moving the space forward, and who have signed the open letter that calls for mutual respect and working together for a better open social web. The number of people who voiced objections and concerns is minimal, but by focusing on proc…

The Subtle Genius of Anisota
leaflet.pub

"The first thing I noticed is how strange it felt to use... strange and empty, every interaction felt like it took an eternity... any interaction with others to require multiple levels of intentional actions".After acclimatising, however, "I began to feel comfortable ... very calming... [then] I ran out of stamina" - the site ceased 'working', so …

Advancing Democracy as a Digital Public Service | TechPolicy.Press
www.techpolicy.press

An account from a conference session describing and exploring "a new class of digital democracy tools is helping people dialogue, deliberate, and make decisions together... greater legitimacy to policymaking, build trust in governance processes, and help the public appreciate policy tradeoffs... a democracy tech stack could supercharge public part…

Bluesky surpasses Threads and X as a referral traffic source
www.emarketer.com

When this was written there were 23m Bluesky users: "Some publishers report traffic and conversion rates three to four times higher compared with platforms like Threads and X, despite Bluesky’s smaller user base.... EUobserver received 3,800 unique visitors from Bluesky (with 3,300 followers) compared to 1,320 from X (with 203,000 followers)...Fo…

Looking AT the Blue Skies of Bluesky
dl.acm.org

"decentralized approaches come with their own trade-offs, and therefore multiple architectures exist... we conduct the first large-scale analysis of Bluesky... [which] decomposes and opens the key functions of the platform into subcomponents that can be provided by third party stakeholders".The intros of Fediverse and Nostr provide a useful spectr…

Are there stars in Bluesky? A comparative exploratory analysis of altmetric mentions between X and Bluesky - ScienceDirect
www.sciencedirect.com

This study examines:"the shift in the scientific community from X to Bluesky, its impact on scientific communication, and consequently on social metrics", following the Academic Twitter migration. Is there "evidence of a community shift", and if so "examine the differences in values and indicators..."? "provide valuable insights into whether Blue…

The Failed Migration of Academic Twitter (to Mastodon)
arxiv.org
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This preprint "looks at the dynamics of this migration" from X to Mastodon of academics: using "publicly available user account data, we track the posting activity of academics on Mastodon over a one year period... gathered follower-followee relationships ... finding that the subset of academics ... were well-connected. However, this strong intern…

How the Kyiv Independent reached 20,000 paying members — with no paywall | Nieman Journalism Lab
www.niemanlab.org
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"Horizontal connections and membership community have kept subscriber churn for the English-language publication under 2%". The focus is community: "weekly behind-the-scenes missives (like how journalists keep working through air raids) to members... near-superhuman levels of responsiveness... a lot of human connection".But their strategy focuses …

02/08/2025
Are a few people ruining the internet for the rest of us? | Social media | The Guardian
www.theguardian.com
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"the online world seem so toxic ... [because of] a small number of divisive accounts", according to a researcher in "topics such as intergroup conflict, misinformation, technology and climate change", who found that "what we’re seeing online is a warped image created by a very small group of highly active users".SOcial media is "a funhouse mirror.…

Europe Can Build Its Own Social Media by Sebastian Vogelsang - Project Syndicate
www.project-syndicate.org
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"Europe’s systemic dependency on Big Tech’s social-media platforms threatens the continent’s digital sovereignty" - perhaps nothing new, but well argued nevertheless:"Just as the European Union seeks to reduce its reliance on external providers for semiconductors... it must do the same for social media. dominant platforms extract value from Europe…

eurosky
www.eurosky.social
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"the next era of social media—built in Europe, run on our cloud, ruled by our laws... Social media is critical infrastructure, and a vital piece of the European tech sovereignty agenda... we need to build infrastructure ... on the AT Protocol... We have a plan for immediate action that can begin having an impact in 2025".Part of Free Our Feeds, …

Community And Choice Are Not Bubbles | Techdirt
www.techdirt.com
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Mike Masnick notes, as the "Bluesky is dying" discourse moves into it's 3rd? week, that it's "a bit odd: when something is supposedly dying or irrelevant, journalists can’t stop writing about it". But the premise of these critiques is wrong as they "fundamentally misunderstand what people want from social media and who gets to decide what constitu…

Bluesky, censorship and country-based moderation
fediversereport.com
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A deep dive into the April 2025 "censorship" on Turkish Bluesky illustrates that government censorship on ATmosphere apps is limited and will become even less effective as more people exploit its decentralised nature.Context in brief:March 2025, the Turkish "government ordered X to restrict access to various X accounts ... associated with the prot…

Rainbow-Cake Recipe Inspires Comment Apocalypse
deadspin.com
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The go-to article you need when you want to show how anything online can spiral into a commenting catastrophe, using as a case study "the website for ... a radio station in Melbourne... published a peppy, harmless instructional post for the making of an "Amazing Rainbow Tie-Dye Number Surprise Cake.""Thank god they took screenshots.

Save Social – Saving social networks as a democratic force
savesocial.eu

Saw this presented at the Ahoy conference. It starts with a well argued outline of surveillance capitalism: "a few predominantly US and Chinese tech companies control information and public debate... users must disclose their most personal data to access ... [while] algorithms opaquely filter what users see ... freeing us from the common good and …

Helping large organisations best use Bluesky
whtwnd.com

"Let's build a tool to help large organisations coordinate their Bluesky footprint, helping them get the most out of the platform" - One of my suggested conversation topics at the Ahoy conference, April, 2025.

The Great Social Media Decentralization
www.noemamag.com
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Renée DiResta, "Invisible Rulers" author, on why "user exodus to smaller platforms has become increasingly common... What ultimately splintered social media wasn’t a killer app or the Federal Trade Commission — it was content moderation. Partisan users clashed with “referees”; ... Principles like “freedom of speech, not freedom of reach” ... attem…

Do you need an eXit Strategy? (March 2025 newsletter)
mailchi.mp
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Last month I published a couple of posts on X and Bluesky. They make a nice pair, so I'm including both, below, and taking this opportunity to ask for your perspective. I'd really value getting you and your organisation's views on both platforms in 2025, and I'd be happy to answer any questions in return.

Open Social
www.getopensocial.com
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OpenSocial's AI integration provides "a unique AI model trained on your specific platform data... Gaia Chatbot transforms how you access information, making every interaction a seamless exchange of knowledge discovery".Works with all AI providersautomatic tagging and classification"adapts in real time to user ... individualized community journey"A…

Three things you probably didn't know about Bluesky
mathewlowry.myhub.ai
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If, like many, you think Bluesky is "Twitter, but with less Nazis", this post is for you.

X Strategy or eXit Strategy? A cost-benefit analysis framework
mathewlowry.myhub.ai
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I know: you've spent probably ~15 years diligently developing your following there. At the beginning Twitter was fun, particularly when you didn't have so many followers that you couldn't interact with at least some of them. But now, you may have a problem.

Introducing the Bridging Dictionary - MIT Center for Constructive Communication
www.ccc.mit.edu
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"Could seeing how opposite sides of the US political spectrum use the same words differently be a first step toward greater cross-political understanding?... What if generative AI could help us understand people with opposing views better just by showing how they use common words and phrases differently?"MIT's Bridging Dictionary (BD) research …

Blacksky
opencollective.com

"Blacksky Algorithms, the team behind Blacksky and rsky, is now officially Blacksky Algorithms Inc", a Delaware C-Corp with its own fiscal host, and bigger ambitions."Blacksky will continue to rely on voluntary, member-supported subscriptions while also building and hosting technical infrastructure for developers, communities, and teams".Short-ter…

Flushing Meta and heading for clearer skies (Newsletter January 2025)
mathewlowry.myhub.ai
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I've been cleaning out a few rotten systems recently.

How Likes Went Bad
medium.com
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From 2018, a good history, but no solutions: "Facebook didn’t invent the feature, but they definitely broke it. How can we better regulate future disruptive ideas?".Brief historyPart of the A Brief History of Attention series, starts with some brief history, culminating with Zuckerberg combining "three core concepts — the social graph, the news fe…

January 6 and the Triumph of the Justification Machine - The Atlantic
www.theatlantic.com

"misinformation is powerful, not because it changes minds, but because it allows people to maintain their beliefs in light of growing evidence to the contrary. The internet ... as a justification machine".Humans are "evidence foragers ... historically [that's] meant digging into a subject, testing arguments... That was the foundation on which most…

Adding Bluesky-powered comments to any website in five minutes | Cory Zue
www.coryzue.com

"Now you can ... create an instant Bluesky-powered comments section on your own site! Here’s an example of how I added it to my site—which is built on Jekyll."

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