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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

Trump Covid post deleted by Facebook and hidden by Twitter - BBC News
www.bbc.com
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Facebook deleted post where Trump claimed Covid-19 was "less lethal" than the flu, while Twitter hid it behind a warning about "spreading misleading and potentially harmful information". Covid-19 thought to be up to 10 times more lethal than most flu strains. Trump's reaction: "REPEAL SECTION 230!!!" His propo…

Facebook completely bans QAnon and labels it a ‘militarized social movement’ - The Verge
www.theverge.com
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All forms of content related to QAnon are banned, excepting posts from individual profiles, "even if they contain no violent content" - a significant update of Facebook's anti-Q August sweep - effectively treating it as an “identified Militarized Social Movement... no different than an extremist militia group, but not quite on the l…

A crease in Biden's shirt spawns a debate conspiracy theory - CNN
edition.cnn.com
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Short video, filmed at a Trump rally, on two major disinfo trends: the Joe Biden earpiece, and Q.The "smoking gun" video - flagged false by factcheckers - "shared more than 22,000 times and viewed 800,000 times by Thursday night... one of the most widespread false narratives his team had handled this year"... another video &quo;…

Study Finds ‘Single Largest Driver’ of Coronavirus Misinformation: Trump - The New York Times
www.nytimes.com
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Cornell analyzed 38 million English-language articles about the pandemic found that President Trump was the largest driver of the “infodemic.”...Of 11 different narratives ID'd, "miracle cures" - including Trump's anti-malarial drugs, UV and disinfectants - accounted for more than the other 10 combined.Keep it in perspective: a…

Revealed: Trump campaign strategy to deter millions of Black Americans from voting in 2016 – Channel 4 News
www.channel4.com
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"3.5 million Black Americans were categorised by Donald Trump’s campaign as ‘Deterrence’ – voters they wanted to stay home on election day."Part 1 of a Channel4 series on #DetteringDemocracy, analysing "data used by Donald Trump’s 2016 presidential campaign... almost 200 million American voters... 5 terabytes of data... separated by…

Trump and the Limits of Content Moderation | WIRED
www.wired.com
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Criticisms of social media platforms for allowing disinfo and hate speech to flourish are accurate, but sometimes also wishful thinking: "if only Mark Zuckerberg got his act together, American politics would get back to normal"A disinfo video gone viral may get half a million views - the first Trump-Biden "debate was probably seen b…

Facebook pledged to remove misinformation about voting posted by Trump. It's not following through.  - Popular Information
popular.info
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The new label makes clear that Facebook understands Trump is posting misinformation about whether votes are counted. But it is not fulfilling its stated policy to remove the post. 

Breaking democracy to hold power (US2020 Disinformation news, ed. 3)
medium.com
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How a decades-long election delegitimisation campaign, amplified by social media disinformation, intersects with the death of a Chief Justice in a GoT-worthy season finale of “US democracy: Endgame”.

A history of FLICC: the 5 techniques of science denial - Cranky Uncle
crankyuncle.com
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A history of the FLICC ( Fake experts, Logical fallacies, Impossible expectations, Cherry picking, and Conspiracy theories) framework for characterising science denial.

The Breakout Scale: Measuring the impact of influence operations
www.brookings.edu
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A simple comparative model for measuring disinformation and influence operations

Why the right-wing has a massive advantage on Facebook - POLITICO
www.politico.com
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"the right is better at connecting with people on a visceral level", according to Facebook, portraying themselves as a neutral mirror. Rightwing content resonates by "speaking to "an incredibly strong, primitive emotion" by touching on "nation, protection, the other, anger, fear.""This may be true, but it&#x…

‘“Holy s---” is what we’re thinking’: Inside Facebook's reckoning with 2020 - POLITICO
www.politico.com
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A tour of the year from Zuckerberg's original position - that private companies should not be censoring politicians or the news in a democracy - to the most recent U-turn, after a year of exploring options: from continuing to do nothing through to Twitter's position - banning all political ads."field testing revealed that none of th…

Recipe for chaos: 2020 election threatens to snap a US already pushed to the limit | US elections 2020 | The Guardian
www.theguardian.com
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It's 2020 in the US: "a pandemic, economic collapse and a society-wide reckoning over racism [and] an election in which voter suppression, foreign interference, online disinformation and a bitterly contested supreme court vacancy ... an incumbent president who has spent months spreading disinformation and discrediting what he calls “the …

While Facebook works to create an oversight board, industry experts formed their own
www.nbcnews.com
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a group to analyze and critique Facebook's content moderation decisions, policies and other platform issues in the run-up to the presidential election... Facebook's own won't be ready for the election...The name - "Real Facebook Oversight Board" - is misleading: it won't hear users' claims or appeals; more of an …

Big Lies and Rotten Herrings: 17 Kremlin Disinformation Techniques You Need to Know Now – Byline Times
bylinetimes.com
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During the Cold War, the Soviets conducted over 10,000 disinformation operations, with up to 15000 KGB officers. Europe a target since 2015. Goal: weaken western democracy from within. This article sets out their most pertinent tactics:1) Narratives: post-Western world (the West no longer dominates); anti-(elite, EU, NATO) narratives; danger narra…

Facebook will reject ads that falsely claim election victory
www.fastcompany.com

Facebook reacted quickly, but it was reaction, not proaction, and therein lies the problem.When I saw and Queued this article, they'd confirmed to FastCompany that "political campaigns would be able to place new ads on Facebook starting November 4" which meant Trump could advertise an election victory before it was confirmed. By the…

Sensitive to claims of bias, Facebook relaxed misinformation rules for conservative pages
news.yahoo.com

More insights into the way Facebook removed 'strikes' from its internal system against conservative pages labelled as propagating disinformation. "Facebook employees in the misinformation escalations team... deleted strikes ... issued to some conservative partners for posting misinformation ... discussions ... showed [they] were wo…

US election campaign technology from 2008 to 2018, and beyond | MIT Technology Review
www.technologyreview.com
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Tours election technology from 2008 to 2018 "and beyond".2008: Obama integrated e-mail, cell phones and websites to both convey the candidate’s message and enable his supporters to connect and self-organize - supporting grassroots community. MyBarackObama allowed users to form groups, raise money, organise events, get info on local vote…

Trump Jump-Starts Misinformation on Ginsburg’s ‘Dying Wish’ - The New York Times
www.nytimes.com
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A case study of top down domestic disinformation: "Questions about the legitimacy of Justice Ginsburg’s “dying wish” were not circulating online [until] his Fox News appearance, [then] social media has filled with false claims echoing it... and taking it even further

Whistleblower Says Facebook Ignored Global Political Manipulation
www.buzzfeednews.com
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"a fired Facebook data scientist details how the social network knew leaders of countries around the world were using their site to manipulate voters — and failed to act... I have blood on my hands"A huge memo detailing the story of a junior, unsupported employee making hugely important decisions under management which simply doesn'…

Warning witnesses of the possibility of misinformation helps protect their memory accuracy
www.newswise.com
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Warning witnesses about the threat of misinformation—before or after an event—significantly reduces the negative impact of misinformation on memory

Disinformation campaigns are murky blends of truth, lies and sincere beliefs – lessons from the pandemic
theconversation.com
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"effective disinformation campaigns are often built around a true or plausible core... existing biases, divisions and inconsistencies in a targeted group ... often employ “unwitting agents” to spread their content ... a single disinformation campaign may have a specific objective ... [but] pervasive disinformation works at a more profound lev…

How Donald Trump's Attacks on Mail-In Voting Hurt Democracy | Time
time.com
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"the greatest threat to a credible vote is homegrown... Trump has falsely claimed that mail-in ballots “lead to massive corruption and fraud,” that foreign powers will “forge ballots” and that the “only way we’re going to lose this election is if the election is rigged.” ...Bullshit, of course: he said this in 2016, but now with the weight of…

From foreign meddling to pink slime (US2020 Disinformation news, ed. 2)
medium.com
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This edition’s 9 articles span the real meaning of “foreign meddling” and domestic flashpoints, social media platform preparations for Election Night and beyond, and how media has to go beyond factchecking as it tackles “pink slime” (yes, it’s a thing).

As election looms, a network of mysterious ‘pink slime’ local news outlets nearly triples in size - Columbia Journalism Review
www.cjr.org
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pink slime: shadowy, politically backed “local news websites” designed to promote partisan talking points and collect user data... a network of 450 intricately linked sites ID's in Dec 2019 is now 1200 ...largest 2 networks: 90+% are algorithmically generated stories from publicly available data sets or by repurposing legitimate sources - the…

Facebook Braces Itself for Trump to Cast Doubt on Election Results
www.nytimes.com
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The world’s biggest social network is working out what steps to take should President Trump use its platform to dispute the vote.

Facebook Employees Frustrated With Zuckerberg After Kenosha
www.buzzfeednews.com
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"the platform promoted violent conspiracy theories and gave safe harbor to militia groups" like the “Kenosha Guard”, which issued a “call to arms” on Facebook which, despite two people reporting it, remained online. It was only removed by the group themselves after 2 people were killed by a 17 yr old.The level of employee pushback at Fac…

Fact-checking needs to make way for reality-testing and gaslighting-fighting | Press Watch
presswatchers.org
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Donald Trump literally laughs factchecking off - it's good to have, but insufficient. To establish non-partisan status, factcheckers need to be equally tough on all sides, but all sides don't lie the same. They use euphemisms for 'lie', and check narrow, easy-to-debunk statements while ignoring the larger pattern of "the a…

Facebook’s belated, vague, unhelpful election idea - Columbia Journalism Review
www.cjr.org
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Facebook's steps to verify election-related content and prevent disinformation or attempts at meddling have largely underwhelmed. Political ads may be banned for the week before the election, but not those created beforehand. In any case, that's after months of damage. And it doesn't stop people posting disinformation which are not …

Twitter bots are impersonating Black Americans to sow disinformation
www.msnbc.com
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fake Twitter accounts removed: impersonated black men who left the Dems because of BLM to support Trump ... some had tweets with over 10,000 RTs...bots risk drowning out an authentic black political dialogue... shutting them down risks collateral damage (ie shutting down actual people, not fake accounts)...Great metaphor: "we would have a lot…

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