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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

How Twitter Bots and Trump Fans Made #ReleaseTheMemo Go Viral - POLITICO Magazine
www.politico.com
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The vote marked the culmination of a targeted, 11-day information operation that was amplified by computational propaganda techniques and aimed to change both public perceptions and the behavior of American lawmakers...Computational propaganda... the use of [ICTs] to manipulate perceptions, affect cognition, and influence behavior”... #releaset…

Big Publishers Are Abandoning Instant Articles But Fake News Spammers Are All In
www.buzzfeed.com
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in some cases Facebook itself is earning revenue from their false stories... The design of Instant Articles ... obscuring information about a news source that could be used to help evaluate the content... additional false stories are promoted to a reader once they load a single Instant Article from a fake news site... company also specifically fo…

Crowdsourcing trusted news sources can work — but not the way Facebook says it’ll do it » Nieman Journalism Lab
www.niemanlab.org
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crowdsourced trustworthiness ratings are actually much less effective if they exclude the ratings from people who are unfamiliar with a given site. Which is what Facebook plans to do.. “a lack of familiarity is an important cue for untrustworthiness... Excluding ratings from participants who aren’t familiar with a given news source ... “dramatical…

'Fiction is outperforming reality': how YouTube's algorithm distorts truth | Technology | The Guardian
www.theguardian.com
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algorithm is the single most important engine of YouTube’s growth... one of the “largest scale and most sophisticated industrial recommendation systems in existence”... Lewd and violent videos have been algorithmically served up to toddlers ... “We learned to fuel it and do whatever it took to please the algorithm.”... how did that happen? And wha…

Design for Interconnectedness – Stories of Platform Design
stories.platformdesigntoolkit.com
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time to deliberately focus on design for interconnectedness and relationships ... customer (user) centric design created a narrative of isolation: the customer is ... someone that is provided with a solution ... to get the job done... [but] research ... explained that customers (users) may often look to engage more deeply with products... relat…

10 reasons why Americans don’t trust the media – Trust, Media and Democracy – Medium
medium.com
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Americans believe that the media have an important role to play in our democracy — yet they don’t see that role being fulfilled... Here are 10 findings that stood out to us:

06/02/2018
Stop Calling It Fake News. – Harvard Kennedy School PolicyCast
hkspolicycast.org
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it just felt like the conversations that we were having subsequently were actually pretty shallow and actually pretty useless, because we were talking over each other because everybody meant different things... we can only really start talking about interventions if we understand what we’re talking about... I say, “Please don’t use the term.” “Yea…

Google suspends fact-checking feature over quality concerns | Poynter
www.poynter.org
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Google is suspending a search feature that displayed fact checks associated to publishers after receiving criticism from conservative news outlets.... Reviewed Claims column that matched outlets’ disputed claims with fact checks contributed by independent fact-checking organizations to the Schema.org ClaimReview markup... The Daily Caller publishe…

I trained fake news detection AI with >95% accuracy, and almost went crazy
towardsdatascience.com
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We made a fake news detector with above a 95% accuracy (on a validation set) that uses machine learning and Natural Language Processing that you can download here. In the real world, the accuracy might be lower... we decided to just try and scrape domains that were known fake, real, satire, etc. and see if we could build a data set quickly... Th…

Facebook enables 'fake news' by reliance on digital advertising – report | Technology | The Guardian
www.theguardian.com
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attempts to put a lid on the practice with tweaks to the platform are doomed to failure while the basic business model of a social network is advertising-driven, algorithmically-run and attention-focused.... the entire industry is built to leverage sophisticated technology to aggregate user attention and sell advertising... an alignment of interes…

03/02/2018
How Facebook could really fix itself
theconversation.com
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Facebook will rely on users to rate how trustworthy groups, organizations and media outlets are... Leaving trustworthiness ratings to users without addressing online political polarization risks making civic discourse even more divided and extreme... Facebook needs to take responsibility for the content it publishes and republishes. It can combine…

Facebook will now ask users to rank news organizations they trust
medium.com
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it will rank news organizations by credibility based on user feedback... trust rankings will emerge from surveys ... Google announced it would cancel a two-month-old experiment, called Knowledge Panel, that informed its users that a news article had been disputed by independent fact-checking organizations... Facebook learned the wrong lesson fro…

Building Credibility Indexes from Fact-Checking to #TackleFakeNews
medium.com
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Fake News is suddenly on the boil in the Brussels Bubble. Here are some ideas I brainstormed earlier this week. Comments welcome.

Can Wikipedia’s Jimmy Wales fix the news?
medium.com
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Wales wants to bring the power of the Wiki community and the wisdom of crowds to bear on the media business by creating a hybrid model... local community members can help direct the work of WikiTribune journalists when such events occur, suggesting avenues to explore and co-creating a more permanent news resource that will serve a longer-term comm…

Beyond the Rhetoric of Algorithmic Solutionism
points.datasociety.net
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algorithmic systems don’t simply cost money to implement. They cost money to maintain. They cost money to audit. They cost money to evolve ... divert taxpayer money from direct services, to lining the pockets of for-profit entities under the illusion of helping people....a diversion of liability ... those in powerful positions blame the algorithms…

Folk Theories of Social Feeds
dl.acm.org

discovering a filtering algorithm's existence in a curated feed influences user experience, but it remains unclear how users reason about the operation of these algorithms.... Interviews revealed 10 "folk theories' of automated curation... Users who were given a probe into the algorithm's operation via an interface ... visible …

Fake News: Defining and Defeating
medium.com
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it is more important than ever to define what “fake news” actually is, and what it is not... BBC Media Editor Amol Rajan has identified three sorts ... Huffington Post blogger ... five sorts... First Draft and ... Shorenstein Center... seven sorts... @DFRLab... fake news is “deliberately presenting false information as news.”... disinformation...…

21/01/2018
What we talk about when we talk about fair AI – BBC News Labs – Medium
medium.com
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Over the coming years, we’ll see the BBC develop and roll-out more and more machine learning algorithms for storing, retrieving, tagging and possibly even creating content.... What if we lock our audiences in to what they just want to hear, never challenging them? ... Should the algorithms we use be open to public scrutiny?... inform our own thin…

News Feed FYI: Helping Ensure News on Facebook Is From Trusted Sources | Facebook Newsroom
newsroom.fb.com
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In 2018, we will prioritize News from publications that the community rates as trustworthy... that people find informative... relevant to people’s local community... We surveyed ... people using Facebook across the US to gauge their familiarity with, and trust in, various different sources ...

If your job consists of Tweeting for someone else, you owe it to yourself to think of something else in 2018
medium.com
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“If your job consists of Tweeting for someone else, you owe it to yourself to think of something else in 2018. Particularly if you’re under 35."It’s early January, and so time to add to the slew of “What you should do in 2018” posts sloshing around the Net.

Fake news | Digital Single Market
ec.europa.eu
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The European Commission is discussing with platforms, news media, research and civil society organisations in order to design solutions to address the spread of fake news. The aim is to define the actors' responsibilities, while respecting the freedom of expression, media pluralism, and the right of citizens to diverse and reliable information.

21/12/2017
Are you fluent in AI?
www.niemanlab.org

Reuters designed a social monitoring tool, the Reuters News Tracer, which can identify events that are breaking on Twitter, analyzing millions of tweets with almost 80 percent accuracy.

20/12/2017
How much news makes it into people’s Facebook feeds? Our experiment suggests not much » Nieman Journalism Lab
www.niemanlab.org

The answer is different from person to person, and influenced by any number of muddy variables.... real News Feed samples from, 402 people ... half [news-related posts] were shared by someone other than the original publisher... Most of the obviously partisan stuff appeared not in news posts, but in the statuses of friends and family... journalis…

19/12/2017
Three steps to engage Europeans with the EU
medium.com
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Third of several posts written in reaction to Luc van den Brande’s Reaching out to EU Citizens: A New Opportunity. Sets out the public policy participation model first presented at EWRC 2017, and sets up the fourth.

The scale of misinformation online is global. First Draft is pushing for more collaboration — and more research — as an antidote » Nieman Journalism Lab
www.niemanlab.org

a report published with the Council of Europe... offers better categorizations for the tangle of bad information ... more specific than “fake news” ... [for] The U.S. midterms ... build out a hub ... monitoring disinformation, connecting with newsrooms around the country... we can start scaling it globally in 2019... The benefit of having centrali…

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

Bias, Bullshit and Lies: Audience Perspectives on Low Trust in the Media | Reuters Institute for the Study of Journalism
reutersinstitute.politics.ox.ac.uk

Even in a world where people increasingly get news from social media, the professional news media is still seen as largely to blame for low trust... Reuters Institute for the Study of Journalism examines the underlying reasons for trust and distrust ...Bias, spin and hidden agendas come across as the main reasons...perceived decline in journalisti…

EU SuperGirl meets Luca Jahier
www.facebook.com
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The second meeting Madeleina Kay had was with Luca Jahier. It went longer, and the wifi cut out midway this time - see the 2nd part of this lovely chat.

Don’t poison the hearts and minds you’re trying to win
medium.com
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Could hybrid crowdfunding allow public Institutions to support citizen-driven projects without killing them in the cradle?- 2nd post in reaction to Luc van den Brande’s Reaching out to EU Citizens: A New Opportunity

Pentagon study declares American empire is ‘collapsing’
medium.com
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to protect U.S. power ... more of the same: more surveillance, more propaganda (“strategic manipulation of perceptions”) and more military expansionism.... The “hyper-connectivity and weaponization of information, disinformation, and dis­affection”... the uncontrolled spread of information... the “inevitable elimination of secrecy and operational …

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