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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 Can We Change The Medium?
medium.com
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the most recommended stories on Medium have either to do with startups, life or productivity. Sometimes, all three topics are squeezed in a single story — How to be super productive in your startup and change your life… If we can undo the follower bias, I think everybody becomes a writer and nobody really becomes a celebrity.

Technofascism and the three percent
techcrunch.com
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everyone is intransigent now ... Social media acts as a massive collective Sorting Hat, silently assigning most of us to filter bubbles wherein our beliefs and biases are rarely challenged. News (or “news”) sources rise up to cater... slowly, these isolated groups do what isolated groups do... become more extreme. Increasing extremity in one group…

Psychology: One topic, three angles (Top3ics, Feb 2)
mathewlowry.myhub.ai
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Yet another variation on the Top3ics format: exploring three facets of one topic, highlighting one outstanding resource (plus a few extra links) for each.  Today’s theme... psychology

Cognitive bias cheat sheet
betterhumans.coach.me
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Wikipedia’s list of cognitive biases ... is a bit of a tangled mess... groups 175 biases into vague categories (decision-making biases, social biases, memory errors, etc) that don’t really feel mutually exclusive to me, and then lists them alphabetically... a simpler, clearer organizing structure to hang these biases off of... biases help us addr…

Fake News Is About to Get Even Scarier than You Ever Dreamed
www.vanityfair.com
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incipient technologies appear likely to soon obliterate the line between real and fake... you or I will be able to create fake digital clips as easily as regular people created fake-news stories

28/01/2017
Why each side of the partisan divide thinks the other is living in an alternate reality
theconversation.com
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To some liberals, Donald Trump’s inauguration portends doom... to many conservatives, it’s a crowning moment ... as if each side is living in ... a different reality.... information avoidance... all of us ... ward off any new information that makes us feel bad, obligates us to do something we don’t want to do or challenges our worldview... we’re …

Exploring How to Share Multiple Instant Articles in One Post
media.fb.com
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a way for publishers to combine multiple Instant Articles into one post.

The Majority Illusion in Social Networks
arxiv.org
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structure of the underlying social network can dramatically skew an individual's local observations, making a behavior appear far more common locally than it is globally... "the majority illusion," ... As a result a behavior that is globally rare may be systematically overrepresented in the local neighborhoods ... facilitate the spread of social c…

How to build audiences by engaging your community
www.americanpressinstitute.org
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People don’t just consume news today. They participate in it.... journalists can engage their audiences as contributors, advisors, advocates, collaborators and partners... This study describes in detail how newsrooms and independent journalists can grow their readership, boost their relevance and find new sources of revenue by listening to and lea…

17/01/2017
Medium, and The Reason You Can’t Stand the News Anymore
medium.com
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today’s news outlets are all in a no-win situation where they are forced to contribute to the causes of their own demise to survive... well-meaning people try to “fix” the news. But instead, those methods erode trust in all news outlets... You can draw a straight line from the bad incentive structure forced upon news outlets to the unprecedented d…

For the First Time in 17 Years, People’s Trust Declined in Every Kind of Institution We Asked About
hbr.org
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level of trust in business, media, government, and NGOs. This year was the first time the study found a decline in trust across all four of these institutions... lack of confidence in leadership: 71% ... said government officials are not at all or somewhat credible, and 63% said the same about CEOs... 60% of respondents trusted “a person like your…

17/01/2017
Publishers use Instant Articles bundle for daily must-reads
digiday.com
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Publishers are using Facebook’s latest Instant Articles update, which lets publishers post multiple articles within one post, to publish regular editions of must-read content straight to the platform.... akin to receiving a daily email with the day’s top stories, but readers won’t have to leave Facebook to get it... option to subscribe to get aler…

Here's Why The Washington Post Is Growing On Facebook
www.newswhip.com
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20.1 million Facebook engagements on the 10,818 articles... a huge 68% jump in engagements from November 2015... the Post produced more articles... what’s really changed is the average Facebook engagement rate ... from 1,092 Facebook engagements per post in 2015 to 1,293 ... Fostering organic engagement on Facebook. Writing descriptive headlines …

16/01/2017
Journalism, Media and Technology Trends and Predictions 2017 | Reuters Institute for the study of Journalism
reutersinstitute.politics.ox.ac.uk
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... fears about how changing technology is affecting the quality of information and the state of our democracy. ... heated debate about the role and size of tech platforms and the extent to which their activities should be regulated. Artificial Intelligence (AI) takes over from mobile as the hottest topic in technology...Expect widespread innovati…

Getting a scientific message across means taking human nature into account
theconversation.com
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A common intuition is that the main goal of science communication is to present facts; once people encounter those facts, they will think and behave accordingly....in reality, just knowing facts doesn’t necessarily guarantee that one’s opinions and behaviors will be consistent with them... Convincing people that scientific evidence has merit and …

Digital Transformation, European Training Foundation
mathewlowry.myhub.ai

The European Training Foundation asked a partner and I to help them map out a digital transformation strategy. Through running workshops and interviewing staff in a highly structured process, we are currently developing actionable change management recommendations to steer them towards a more efficient and innovative use of digital tools. The proj…

With its subscribers Facebook group, The Boston Globe is mining the stickiest corners of the platform » Nieman Journalism Lab
www.niemanlab.org

An average post in the private subscribers group ... attracts about twice the number of comments ...

14/01/2017
Comment Section Survey Across 20 News Sites – Engaging News Project
engagingnewsproject.org
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what more than 12,000 people[i] told us about comment sections on 20 different news sites.... 81% ... would like it if journalists clarified factual questions in the comment section... 73% ... would like it if experts on the topic of the article responded... 58%, would like it if journalists actively contributed to comment sections...

14/01/2017
This Is Why You Hate Me – Medium
medium.com
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when I saw the potential of the Internet, I thought it would be solved. The web would allow us to come together, not just across the world, but across the park, across racial lines, across our many divides... everything turned upside down. The open communication network we thought we were building turned into a hunting ground for trolls and spamme…

BBC sets up team to debunk fake news
www.theguardian.com
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BBC’s Reality Check team will focus on content that is clearly fabricated and attempting to mislead the public into thinking it has been produced by a reputable news organisation... part of the BBC’s attempt to do more “slow news”, using in-depth analysis and expertise in a bid to help the public understand an especially tumultuous period in the …

A Digital Fact-Checker Fights Fake News
www.bloomberg.com

Storyful released Verify, a free add-on for Google’s Chrome browser that automatically tells users whether its 40 journalists around the globe have vetted the videos they’re watching... browser icon lights up green if the video is in Storyful’s vetted archive, or red if it isn’t... index is fed largely by automated bots ... Verify incorporates its…

Facebook’s European media chief: Fake news is a 'game of whack-a-mole'
digiday.com
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European countries... still behind the U.S. in terms of sheer volume of fake-news ... But posts designed to be entirely false and deliberately trick people is growing. In the U.K.... “It’s rare that a complete falsehood goes viral ... stories written by hyper-partisan sites, that have a kernel of truth and then are expanded into lies lathered with…

When Bloggers Ruled the World – Medium
medium.com
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Back in 2004, I was one of about thirty people to become the first bloggers ever to get a press pass to a major party’s convention... we were the story. We were followed around by mainstream media, and at any given moment, at least a few of us were giving interviews on radio or TV... it was a great honor to be in the room for Obama’s breakthrough …

12/01/2017
Germany's plan to fight fake news
www.csmonitor.com
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German Interior Ministry proposed creating a Center of Defense Against Misinformation, to help hunt down and eradicate fake news or other false information... Czech Republic... plans to open a fake news center .... strategy to force Facebook to delete suspicious or fake news could backfire... 'the story Facebook didn't want you to read' could beco…

How We Built a Successful Influencer Marketing Strategy – Convince & Convert – Medium
medium.com
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Find influencers, and partner with them to create Youtility content that helps people make better decisions about their home, auto, boat, motorcycle, etc. But at the operational level, this kind of program creates a number of questions, starting with, “What influencers do we want to work with, and why?”

Science loses out to uninformed opinion on climate change – yet again
theconversation.com
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Freedom of speech, and of the press... also brings responsibility. The Editors’ Code of Practice... requires the “highest professional standards”... IPSO’s overall message is that ocean acidification is just a matter of opinion – not a hard-won, testable understanding ... Why support any research if 250 peer-reviewed papers ... can all be summaril…

How to Destroy the Business Model of Breitbart and Fake News - The New York Times
www.nytimes.com
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thousands of activists have started to push companies to take a stand on ... “hate news” ... Sleeping Giants ... and their followers have communicated with more than 1,000 companies and nonprofit groups whose ads appeared on Breitbart, and about 400 of those organizations have promised to remove the site from future ad buys... In the old normal,…

Did Media Literacy Backfire?
points.datasociety.net
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Anxious about... propaganda and fake news ... progressives are calling for an increased commitment to media literacy ... Others ... focus on expert fact-checking and labeling.  ... fail to take into consideration the cultural context ... Understanding what sources to trust is a basic tenet of media literacy education... underlying assumption ... N…

German police quash Breitbart story of mob setting fire to Dortmund church | World news | The Guardian
www.theguardian.com
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German media and politicians have warned against an election-year spike in fake news after the rightwing website Breitbart claimed a mob chanting “Allahu Akbar” had set fire to a church in the city of Dortmund on New Year’s Eve... local newspaper said Breitbart had combined and exaggerated unconnected incidents to create a picture of chaos and of…

08/01/2017
Renewing Medium’s focus
blog.medium.com
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the broken system is ad-driven media on the internet... doesn’t serve people... it’s not designed to... “content” we all consume on a daily basis is paid for — directly or indirectly — by corporations who are funding it in order to advance their goals. And it is measured, amplified, and rewarded based on its ability to do that. Period. As a result…

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