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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

Yuval Noah Harari on what 2050 has in store for humankind | WIRED UK
www.wired.co.uk
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the best skill to teach children is reinvention... the author of Sapiens reveals what 2050 has in store for humankind...once technology enables us to engineer bodies, brains and minds... We don’t know what people will do for a living, we don’t know how armies or bureaucracies will function...too many schools focus on cramming information. In the p…

Lessons for Social Change Communications Strategy From the US Marriage Equality and Antismoking Campaigns
ssir.org
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Organizations must connect their causes to the personal aspirations of their audiences to transform public attitudes... having a majority is not enough... You need a majority that can’t be eroded or peeled away... in 1996... 27 percent of the US public supported legal recognition of same-sex marriages... 60 percent in 2015 ... the new normal... ac…

From #EP2009 to #EP2019: a lost decade?
medium.com
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It’s taken me over ten years to move from enthusiasm, through frustration into a Zen-like state where I no longer blog about EU comms. But when the Eurobloggers called, I had to answer ;)- my link in the #EU09vs19 blog chain …

How Advertising’s Killing Itself – Eudaimonia and Co
eand.co
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Which did the ad industry choose?... It tried to ignore technology and automation... when that didn’t work, it bought the machines.... It didn’t invest in research, development, innovation... develop new services, new ways, new formats, new ideas, whole new ways of helping institutions and people relate, connect, and bond... So the broken relatio…

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

Is There a Narrative Vacuum Surrounding Climate Change?
nautil.us
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Each side of the climate debate accuses the other of exaggeration and suffers from its own... sometimes feel like a shouting match in a roomful of children wearing earplugs... We have allowed our political, national, economic, and cultural narratives free play ... where... are the narratives from science itself? Where is the science teacher?... p…

Public Service Bots Should Support the Open Web
chatbotsmagazine.com
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3rd of my posts for Chatbots Magazine: Chatbots allow governments and other public bodies to provide citizens highly customised content and services. And invade their privacy. Citizens deserve better choices. 

Why Spiegel thinks Community is the killer app for EU Communications (Top3ics, Feb 13)
mathewlowry.myhub.ai

Three articles unpacking the relationship between community, communications, content and EU communications.

Everyone's talking but no-one's listening: it's time to reclaim the art of communication
theconversation.com
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real dialogue seems to have given way to parallel monologues, paired with an inability to actively listen... Rhetoric teaches the art of using persuasive tools... resolving disagreement through measured agreeable discussion, known as the dialectic method... In 1922... "communication can by itself create a community". This early definition was clo…

Vlogging events: authenticity ex-Osmo
mathewlowry.myhub.ai
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I finally vlogged my first event. Some first impressions.

My EuroComm2016 Rapido on the Future of Communications
mathewlowry.myhub.ai
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What happened when I was invited to “do a Rápido” at the IABC’s conference in Rotterdam earlier this week.

Institutional communications: strategy & tactics
mathewlowry.myhub.ai

I’ve just spent a few days running the Discovery phase of a new project to further develop the communication strategy of an EU Institution, with a particular focus on retooling its online, social media and publications tactics. Apart from focusing on developing a new information architecture, I’m running the overall project. This means not only en…

7 Tech Trends Chief Communications Officers Should Track in 2016 | Bob Pearson | LinkedIn
www.linkedin.com

blogs and Twitter drive two-thirds of content flow. Mainstream media has become a catalyst that blogs and Twitter drive. Responsive Experience Tops Responsive Design: ... preparing for 10 types of customers ... you know who they are via their search terms ... content changes to meet their needs. We must know who they are and start building…

Productivity, innovation, community & more (Top3ics, 1 Dec)
mathewlowry.myhub.ai
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Over 40 new resources ... some great longreads to enjoy as the nights grow long, the productivity tips you’ll need to find the time to read them, and a free set of steak knives. The Christmas season, after all, is almost upon us.

Social Media, Digital Transformation & EuroPCom2015 WrapUp (Top3ics, 9 Nov 9)
mathewlowry.myhub.ai

In this week’s edition, a months’ reading - some 30 posts - on social media, digital transformation, content/system design and EuroPCom2015. But first some news from me

Online Communities: Slides & Key Take-Aways from EuroPCom15
mathewlowry.myhub.ai
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ontent from my EuroPCom session on online communities, plus some takeaways and extra links.

Fast, visual communications: a chat with Ezri and Charlelie (updated)
mathewlowry.myhub.ai
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I recently had a great live Hangout with Ezri Carlebach and Charlelie Jourdan to discuss visual communications, taking risks and creating energy in conferences.

Brand exchange & the new citizen conversation
mathewlowry.myhub.ai
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Do people really want to have a conversation with brands, or their government?

The Verge's Big Future video on tomorrow's comms
www.theverge.com
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How do we want to communicate with each other? ... what kind of communicator would we actually want to use?... How do you signal that you're available to talk about movies, but not to talk about work? As we talk to more people more of the time, we'll also need smarter status indicators and smarter ways to break down conversations. The closest t…

What is Employee Engagement?
www.melcrum.com

"the biggest impact on competitive advantage comes not from products, processes or technology, but empowered employees. And with the lines between Internal and External Communication becoming increasingly blurred, ensuring your people are engaged and empowered has never been more critical.... Leading Internal Communication teams are already bla…

Facebook’s Organic Reach Decline
socialmediatoday.com
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Place all your content eggs in someone else's basket, you'll get what you deserve. Facebook it, after all, a business. Some basic advice here, but it amounts to the same thing: monitor, optimise & diversify: "Facebook organic reach was around 6% in February, 2014 — a decline of 49% from October. For brands with more than 500,000 likes, the fall-o…

Turn your attention inward to produce the best social media results | Business | Blog | Holtz Communications + Technology
holtz.com
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" Engaging employees internally has a direct impact on how the company is perceived externally. While the term employee engagement (or any of its variations) don't appear in the report, it's clear that combining social media with good management practices produces more engaged employees who have a direct impact on how the outside world views the o…

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.

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