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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.

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Relevant resources

Don’t Let Paper Paradigms Drive Your Digital Strategy
blogs.hbr.org
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we are headed into the fourth phase of social media... will see streams become primary design elements of operating systems for computing and mobile devices... all media types will be resolved in place, in the stream

EPALE online community of practice
epale.ec.europa.eu
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I won the epale online community of practice project and steered its inception phase. Years later, it is still one of the EC's most successful online communities, notably by its ambitious multilingualism strategy and high userbase, despite lacking any financial rewards for participation.

MuckReads, Meet RebelMouse - ProPublica
www.propublica.org
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Have you read a great investigative story lately? Anyone can pitch a story, video, graphic or other news link by Tweeting us with #MuckReads

10 things the EU should probably know about social media
mathewlowry.myhub.ai

The ever-excellent For Immediate Release (episode 638) put me onto 10 things you still need to know about social media / social business, by Olivier Blanchard (aka the Brand Builder), which sounds like every other post you've ever hear of. But it's worth a read...

An alternative overarching EU communication strategy?
mathewlowry.myhub.ai

At last, an opportunity to blog about gardening and EU comms in the same post.

Do we need more EU platforms, or sustainable EU media? (Updated)
mathewlowry.myhub.ai

On November 8, MEPs will discuss '10 concrete political proposals' for creating the European public sphere via digital media, developed by IHECS (Institut des Hautes Etudes des Communications Sociales) and their partners via Socialeuropeanjournalism.com.

3 Drupal sites for smart energy (2009-2012)
mathewlowry.myhub.ai
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Some of the drupal websites my team and I launched for the EC's energy research programmes.

01/11/2011
Simon Anholt on EU propaganda
mathewlowry.myhub.ai

Last year, in the runup to the first EuropCom conference, I gave it a bit of a hard time. My cynicism was confirmed by many I knew who went, describing it as a conference about Web2 and social media which allowed little or no participation. Oops.

3 Drupal sites for development (2009-2011)
mathewlowry.myhub.ai
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Migrating and relaunching the ACP Courier magazine website using semantic analysis and launching two community-oriented Programme websites for the ACP Secretariat.

What is influence? or, Why I don't care about my Klout score (updated)
mathewlowry.myhub.ai

The subject of Klout has come up a few times on Twitter, so I'm posting this so I can point people toward a few articles I've found useful. Something I can't do in 140 characters. Which proves my eventual point.

What "The Filter Bubble" means for the Brussels Bubble
mathewlowry.myhub.ai

"The Filter Bubble", by MoveOn.org foreign policy director Eli Pariser, shows that the forces creating the Brussels Bubble are about to be reinforced by technology, operated invisibly - and with impunity - by a handful of companies.

Blogtour: The Hungarian Presidency opens up the Council (updated)
mathewlowry.myhub.ai

A few weeks before the Hungarian media storm broke late last year, the BloggingPortal editors were contacted by the (then upcoming) Hungarian Presidency team, seeking ideas for how they could cooperate with the Euroblogosphere. Being a loosely-at-best organised gang of volunteers, it took us a while to respond. To their immense credit...

Can EU social media scale to the EU?
mathewlowry.myhub.ai

A while ago I posted the idea that EUROPA could suffer if the EU Institution's limited online communications resources were refocused on social media. While social media offers the EU a great deal, this could be a serious problem, particularly given EUROPA's importance to any EU social media strategy. Commenters seemed to both agree and disagree...

The Brussels bubble may be growing, but it's still a bubble
mathewlowry.myhub.ai

A longer version of an article I published recently in NewEurope

Oh, so it's the media's fault noone likes the EU ...
mathewlowry.myhub.ai

Next week will see yet another physical meeting in Brussels dedicated to exploring the European public space, an irony which appears permanently lost to the organisers of the neverending stream of conferences, seminars and workshops which can be only attended by Brussels Bubble Insiders, and have neither webstreaming nor any online community (Euro…

More social media experts stride forth in Brussels
mathewlowry.myhub.ai

If I recall correctly, a lot of us in the euroblogosphere reacted to the announcement of the European Public Communication Conference and Network (EuropCom) with a mixture of scepticism, hope and amusement, particularly with the original launch video, which was so badly done I for one was actually charmed.

12/10/2010
Scienceblogs: an inspirationally cautionary tale for EU social media? (updated)
mathewlowry.myhub.ai

When I came to Brussels in 1991 it was as a science writer. It remained my profession for many years, so when scienceblogs.com was launched in 2006 I checked it out ... but never really had the time to follow it. Now via another (ex?)science writer, I hear news of scienceblog's sudden implosion following a tragic loss of ethical compass.

Vacancies: Specialists required to build bridges
mathewlowry.myhub.ai

The lack of specialists in EU-oriented blogs is impeding the development of the European online public space.

Lisbon and the Euroblogosphere: my first use of the "c"-word
mathewlowry.myhub.ai

That's right - curation. Now officially Web2.0-buzzword-of-the-month (not quite sure which one).

How many eurobloggers can dance on the head of a pin?
mathewlowry.myhub.ai

So the debate about the Euroblogosphere, or the Eurosphere, or the European Public Sphere, or web2eu, or the European online public space, of whatever-we-call-it-next-week, has sparked again into life, like a Frankensteinian monster with dodgy spark plugs screwed into the base of its neck.

Astroturfing the Berlaymont
mathewlowry.myhub.ai

One of the topics I've been developing on this blog for quite some time came up at last week's get-together organised by the Belgian IABC chapter: the need (or not) for social media guidelines for EU staff.

(When) Does EU blogging matter?
mathewlowry.myhub.ai

A Twitter conversation betweentwo much-followed EU-oriented bloggers over the weekend caught my eye. I won't identify them as you need to follow them on Twitter to see their tweets.It started when one asked whether anyone out there"still thinks that blogging is in any way likely to have an impact ... why should anyone listen to us? We st…

Poisoning the well for EU social media
mathewlowry.myhub.ai

PR firm interns posting fake reviews about iPhone apps for their clients. Ghost blogging and tweeting by just about everyone, including thought-leaders in social media.  Bloggers not disclosing sponsorship. It's just a matter of time before someone poisons the well for EU social media.

Creating trust by example
mathewlowry.myhub.ai

Over on the Belgian IABC's web2eu site, Philip Weiss embedded a TED video of Clay Shirky, author of Here Comes Everybody, discussing the revolutionary impact of social media. It's really so good I thought I'd repost it here and add some observations

On the EP's use of Web2.0 ...
mathewlowry.myhub.ai

Julien Frisch blogged about a very thoughtful post on writing for (y)EU by Steve, a web editor from the EP, who sounds distressingly like me (white, British, 40s and sceptical about the Generation Y definition of 'friend' despite having many) and seems to be coming down from a post-holiday Web2.0 overdose. The key paragraph, highlighted …

So, farewell thematic portals on EUROPA
mathewlowry.myhub.ai

Constructive discussions generally require good discussion documents. One of the Commission's major contributions to any European online space should therefore be a EUROPA that supports the conversations

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