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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

Is AI Selfish? | by Greg Satell
greg-satell.medium.com
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Applying Dawkins' selfish gene perspective to the evolution of AI

The Three-Legged Stool: A Manifesto for a Smaller, Denser Internet
publicinfrastructure.org
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The Initiative for Digital Public Infrastructure's manifesto sets out the three legs upon which an open public sphere must rest.

We need to finish building the Fediverse
www.blog-pat.ch
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Michael Foster's "top ten unfinished building blocks" are:trust & safety: "heart of an ethical social web... [currently] delegated to a small group of volunteers... [but] green shoots emerging"spam filters: "there are some amazing tools now... Pixelfed has shown what can be done"safe spaces / bridging & federation: 2 closely linked challenges whic…

From bowling alleys to digital spaces: Rethinking American social capital
newpublic.substack.com
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"A deep dive into Robert Putnam's Bowling Alone", over 20 years later, by "former New_ Public Research Fellow Serena Chao".Social capital, according to Putnam, "is the “connections among individuals — social networks and the norms of reciprocity and trustworthiness that arise from them”... [making] a strong case for a correlation between thriving,…

The Threads Creator Paradox
www.augment.ink
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Anuj Ahooja asks, on Threads' first birthday, the "existential question... Why does Threads exist? ... an alternative to Elon Musk's X. But ... a platform can't exist to be "an alternative." It should be able to stand alone with its unique purpose and be built to incentivize users to follow that purpose... [unfortunately] the humans who have worke…

Building Fediverse channels
www.blog-pat.ch
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"Channels enable any user to create a curated feed with a mix of post type, hashtags, lists, filters and mutes. Customised timelines which anyone can post to via their app or web UI, or by using a dedicated hashtag or emoji."This exists already outside the Fediverse: "The Farcaster app, Warpcast, has a fully formed and fast growing set of channels…

(100) OpenAI's GPT-4o and the challenges of hyper-anthropomorphism
futureofbeinghuman.com
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What happens when we make machines "that we can’t help but treat them as people"?While "GPT-4o doesn’t represent a huge leap ... it more than makes up in features that make it feel more human... an ability to “see” and respond to images and live video in real time, to respond conversationally ... to “read” human emotions from visuals and voice, an…

Micro.blog
micro.blog
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Micro.blog ... combines blog hosting with a social media-style timeline and community" - yet another blogging platform, but interesting features and pricing for myhub:paid hosting from $5-15 / m, can use own domain, custom themes, css from short to full posts, automated photo gallery, podcast and videosbookmarking: an archive of web page bookmarks…

04/05/2024
Why people don’t speak out against, and even defend, norms they secretly despise
youarenotsosmart.com

You're in a meeting and the presenter asks, “Does anyone have any questions?”. Do you look around, see "no one else raising their hands, and then chose to pass on the opportunity to clear up your confusion?". Congratulations, you've just fallen for pluralistic ignorance, and it explains a lot.It is when "you feel like you’re different from everyon…

Curation is the last best hope of intelligent discourse
joanwestenberg.com

"The indiscriminate proliferation of AI-generated content will not empower the underrepresented or democratise knowledge creation... [but] dilute and fragment the authenticity and reliability of information ... the discerning judgment of human curators is the only defence against misinformation and mediocrity".Why? Human curators :"bring nuanced u…

EU Converge - Bridging Communities for Inclusive Policy (a ChatGPT proposal)
www.linkedin.com
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Earlier this week I used an excerpt from a chat with Philip Weiss & Jesús Azogue as a starting point for a conversation with ChatGPT about some of the content in my Hub.

Bluesky: Twitter's Lonely Cousin? (#ZNLive snippet)
www.linkedin.com

One of the snippets from a ZNLive interview I did in December 2023: "emerging social media platforms like Mastodon and Bluesky face a humorous yet real challenge - they're like "Twitter, but without your friends."With the European launch of Threads, the question arises: Can it offer a unique appeal to draw users? Will [they]... redefine social net…

Why I’m Finally Leaving X and Probably All Social Media | by Douglas Rushkoff
rushkoff.medium.com
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One of my favourite writers/thinkers on all things digital future is "finally, definitely, fully leaving X, and probably all social media..."

ElevenLabs - Generative AI Text to Speech
elevenlabs.io

"text to speech and voice cloning software ... Create lifelike voiceovers for your content or use our AI voice generator as an easy-to-use text reader... spoken audio in any voice, style, and language ... renders human intonation and inflections "

04/11/2023
Two wiki authors and a blogger walk into a bar…
mathewlowry.medium.com
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A repost of one of my experiments with the massive.wiki team, where we "developed an approach ... which simultaneously enriches blogging by adding some of the best aspects of wikis, and allows wikis to better host something resembling blogs."

How to Improve Your Creative Thinking - Superorganizers - Every
every.to
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from Alice Albrecht, who "runs re:collect, a startup building an AI-powered thought partner:... advances in AI and cheaper compute lower the bar for getting from a creative idea to a final output... though, we still need to provide the initial seed... and ... judge whether we’re heading in the right direction. We’re still the creative directors o…

Snapchat releases ‘My AI’ chatbot powered by ChatGPT
www.theverge.com
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ChatGPT-powered, the "‘My AI’ bot will ... initially only available for $3.99 a month Snapchat Plus subscribers.., eventually all... we’re going to talk to AI every day" - useful, if you're a messaging service.It's a "fast mobile-friendly version of ChatGPT inside Snapchat... trained to adhere to the company’s trust and safety guidelines... stripp…

02/03/2023
Bing Is a Liar—and It’s Ready to Call the Cops
www.motherjones.com
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When James West "joined a small wave of users granted early access" to the new Bing (I'll call and tag it "BingGPT"), powered by the same LLM behind ChatGPT, which is "a great party trick ... powerful work tool, capable of jumpstarting creativity, automating mundane tasks", he soon "noticed strange inconsistencies... dangerously convincing falseho…

How Artificial Intelligence will finance Collective Intelligence
mathewlowry.medium.com
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The 3rd part of my 1/1/2023 bundle of 5 posts looks at how AI could turbocharge collective intelligence "and finance the resulting ecosystem, providing an alternative to Big Tech AI monopolies".

Social knowledge graphs for collective intelligence
mathewlowry.medium.com
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The second in my 1/1/2023 bundle of 5 posts exploring collective intelligence looks at the role of decentralised social networks: "A personalised, decentralised Social Knowledge Graph for each user multiplies the knowledge available to them via a trusted network of Followers and Friends, and creating collaborative possibilities more akin to wikis …

The Expanding Dark Forest and Generative AI
maggieappleton.com
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Starts with articulating I've been meaning to write for many years about the oncoming AI-driven content flood: "The dark forest theory of the web: ... life-like but life-less state of being online... overrun with bots, advertisers, trolls, data scrapers, clickbait... algorithmically manipulated junk... eerily devoid of human life ... living creatu…

Manton Reece - Micro.blog Mastodon
www.manton.org

"Micro.blog can now cross-post to a Mastodon user account... Your custom domain on Micro.blog can now be ActivityPub-compatible, so that you can follow and reply to Mastodon users directly on Micro.blog ... someone can follow your blog posts".As a result "you can consolidate your identity and posts back to your own blog at your own domain name..…

Who’s doomed, according to ChatGPT
mathewlowry.medium.com
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"I spent a few minutes in conversation with ChatGPT."This was both me kicking ChatGPT's conversational tyres and exploring its limits, both those it admits to and those it does not.Key takeaways from a first reading:Many, but not all, content creators are screwedFor "writers, journalists, copywriters, consultants, and even public servants.... Chat…

Am I on the right Mastodon instance?
mathewlowry.medium.com
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My second post following my personal #twittermigration: "the other users on your instance create its collective intelligence — the nearest thing you have to a content discovery algorithm".Not that I like algorithms, but "Apart from hashtags, ,,, your server’s Local and Federated timelines [are your] primary discovery channels when you’re getting s…

The Age of Social Media Is Ending
www.theatlantic.com
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"It’s never felt more plausible that the age of social media might end—and soon."Provocative article, looking at the past 20 years as social networking evolved into social media - as I put it back in 2016, the evolution from social media (social as adjective) to social media, where the emphasis is on the noun."A social network is an idle, inactive…

Twitter alternative: how Mastodon is designed to be “antiviral”
uxdesign.cc
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Mastodon is "subtly designed to reduce the huge, viral surges of attention we see on Twitter" and others, which have "deformed people’s behavior... coaxed people to constantly try to hack the attentional marketplace... incessantly making posts ... operatically theatrical... enrage ... [other] high-voltage reaction".Hence “antiviral design”, of whi…

Welcome to hell, Elon - The Verge
www.theverge.com
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Awesome hot take open letter to Elon Musk: "You fucked up real good, kiddo... no possible way to grow ... without ... compromises that will ultimately destroy your reputation and possibly cause grievous damage to your other companies... the problems with Twitter are not engineering problems. They are political problems... absolute monarchs usuall…

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 held hostage…by…

Elon Musk's Twitter impersonators: Trekonomics author Manu Saadia on making a fake Musk account for the lols.
slate.com
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A very funny round up from week 2 of the twitter migration: "It hasn’t even been two weeks since Elon Musk officially took over Twitter, and things look like they’re going about as well as a Cybertruck demonstration... one response to Musk’s tenure has seemed to really get under his skin: the verified impersonators."Funny, but the number of satiri…

What is the Small Web? – Aral Balkan
ar.al
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... or Why Small is Beautiful when it comes to our homes online:"a concept – and a vision for the future of our species in the digital and networked age –... The Small Web.... [By comparison:] The Big Web has “users” – a term Silicon Valley has borrowed from drug dealers to describe the people they addict ... farm users in server farms... you neve…

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