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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

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 :"…

The Future of Search Is Boutique | Future
future.a16z.com
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Basically this piece starts to unpack for me my ideas of what millions of Hubs networked together and processed by AI would offer the world in terms of content discovery:With "tools like Notion, Airtable, and Readwise ... people are aggregating content ... reviving the curated web. But at the moment these are mostly solo affairs... fragmented…

The Garden and the Stream: A Technopastoral | Hapgood
hapgood.us

I suspect this will be a canonical text for me moving forward with myhub.ai.Mike Caulfield in 2015, when my first hub was only about 2 years old, had also "been experimenting with another form of social media called federated wiki... instead of blogging and tweeting your experience you wiki’d it. And over time the wiki became a representation…

Now it’s easier to tailor Flipboard to your interests
www.fastcompany.com
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Another example of topic-based aggregation being better at avoiding the toxic effects of a socially-based newsfeed (cf Reddit).Flipboard's new feature lets them quickly specify the subjects they care most about from among its 30,000-plus topics... "Flipboard uses AI to classify the articles and videos it’s aggregating and weave them into…

These disinformation researchers saw the coronavirus 'infodemic' coming
www.nbcnews.com
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For a handful of disinformation researchers, the information crisis that has unfolded around the coronavirus pandemic seemed inevitable... get a sense of what we should be watching for and what the internet might look like after the virus has passed...Joan Donovan... coined "strategic silence," editorial discretion ... notion that users…

The most important technology critic in the world was tired of knowledge based on clicks. So he built an antidote - The Correspondent
thecorrespondent.com
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The Syllabus collects the best articles, podcasts and videos about the political, economic and social consequences of the coronavirus pandemic on a daily basis...world’s foremost technology critic... scans 100 pages per minute, 12 books in an hour, 100 in one day... can determine the relevance of every book in the world... all information and know…

How Medium’s Curation, Distribution and Paywall Systems Work for Writers
blog.medium.com
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We don’t charge for hosting, we never put ads on your content or share your data, and we will only put your story behind the Medium paywall if you choose to take advantage of Medium distribution beyond your followers.... We recommend stories to millions of Medium readers every day on our personalized home page, in our email digests, and in our mob…

27/02/2019
Should we consider fake news another form of (not particularly effective) political persuasion — or something more dangerous? » Nieman Journalism Lab
www.niemanlab.org

What if “persuadability” isn’t the right metric to look at? ... Information warfare expert Molly McKew, who specializes in U.S.–Russia relations... "There aren’t good tools to evaluate the impact of shadow campaigns... Information and psychological operations ... are not just about information, but about changing behavior... of more than 36,000 …

Building Credibility Indexes from Fact-Checking to #TackleFakeNews
medium.com
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Fake News is suddenly on the boil in the Brussels Bubble. Here are some ideas I brainstormed earlier this week. Comments welcome.

This project aims to “de-flatten” digital publishing by matching the best content with premium ads » Nieman Journalism Lab
www.niemanlab.org

News Quality Scoring Project ... humans and algorithm to separate “commodity news” from “value-added news” ... based on quantifiable and qualitative signals — like word count, freshness versus evergreen material, quote density, contextualization, and the presence of a byline... human/machine, subjective/objective hybrid as the still-under-constru…

The new Medium still hasn’t solved human nature – ART + marketing
artplusmarketing.com
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I have an obvious incentive to get claps: pretty decent money. ... I can write more polarized headlines... on polarizing topics. I can piggy back on the hot news of the day... write things I don’t actually believe using incendiary language ... Medium has safeguards ... a team of curators ... a policy against abuse that it actually enforces... a t…

How to cover pols who lie, and why facts don’t always change minds: Updates from the fake-news world
www.niemanlab.org

Several contributors suggested that different media organizations could come together both on a reporting level and on a broader level. There’s the idea for a “‘pooled’ White House new dashboard,” “a new kind of aggregation site for specific topics.”

A New Periscope.tv
medium.com
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where curated broadcast channels shine and it’s easier than ever to search for live videos

New Ways to Control Your Experience on Twitter
blog.twitter.com
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quality filter setting ... can improve the quality of Tweets you see by using a variety of signals, such as account origin and behavior... filters lower-quality content, like duplicate Tweets or content that appears to be automated, from your notifications and other parts of your Twitter experience. It does not filter content from people you follo…

Facebook Must Be Accountable to the Public
points.datasociety.net
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There is no such thing as neutrality when it comes to media. That has long been a fiction... It’s also dangerous to assume that the “solution” is to make sure that “both” sides of an argument are heard equally... It is even more dangerous, however, to think that relying more on algorithms will remove this bias.Recognizing bias and enabling process…

Information About Trending Topics | Facebook Newsroom
newsroom.fb.com
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Here is an overview of how Trending Topics works:

15/05/2016
Why Do We Care If Facebook Is Biased?
www.newyorker.com
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"trending” section of Facebook... functions sort of like the front page of a newspaper...The difference comes down to a distinction in how newspapers and Facebook judge what’s important to their readers...Facebook is playing editor all the time—it’s just that we don’t recognize it, because the editorial influence takes a different form than it wou…

15/05/2016
Facebook news selection is in hands of editors not algorithms
www.theguardian.com
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Leaked internal guidelines show human intervention at almost every stage of its news operation, akin to a traditional media organization... This week the company was accused of an editorial bias against conservative news organizations... much of its news gathering is determined by machines... But the company relies on a small editorial team to det…

15/05/2016
How social media curation can help improve audience engagement
www.journalism.co.uk
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by using social media curation, news organisations can remove the need for readers to look elsewhere, by automatically pulling in relevant social content from around the internet onto their websites... produce a quick breaking-news social stream related to a subject, or social content specifically focused to highlight the ideas and arguments withi…

09/05/2016
A Buyer Challenge for Language Technology Innovate 2016
mathewlowry.myhub.ai
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I've been invited to prepare a "Technology Buyer Challenge" on Hashtag Platform for the Language Technology Industry Summit this May. (Update, 31/3/16: this project was covered, among many other things, in an interview with professional EU interpreter Alexander Drechsel in his podcast Demos ex machina? Multilingual communication wit…

Somewhat ironic that Sidewire won’t itself respond
medium.com
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My sadly underwhelmed response to @sidewireinc’s gr8 “Today’s Internet is Optimized for Noise”

Inside Axel Springer’s answer to Facebook's Instant Articles
digiday.com
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Axel Springer, wary of being overly dependent on third-party platforms for traffic... fighting back by launching its own news aggregator platform... now has around 1,200 publishers on board ... Digiday spoke with Würtenberger, CEO of Upday, about using humans and algorithms for news sourcing, creating a platform for publishers and banning ad block…

Engagement is Relational, not Transactional
mediashift.org
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focusing less on how audiences interact with content on the screen but more about how, because of stories, we engage with each other as a community. Less transaction, more relation; less on audience, more on community... in 2003 I launched the initial version of Interactive Narratives ... Finding inspiring multimedia work was one benefit. But f…

11 Medium Publications You Should Be Following — Thoughts on Media — Medium
medium.com
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publications, where people are carefully curating great content around particular topics, themes, and ideas Here are eleven great publications that you might want to follow today:

The Social Network is Yesterday, The Interest Feed is Tomorrow
medium.com
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the value of curation combined with a second, algorithmic step: personalization. Fill a barrel with the best of the best. Now when I walk in, based on insights about my taste and what I’ve selected in the past, choose *for me* from the barrel. Wow! Thanks! - Why I Unfollowed You on Instagram — Medium

Twitter's Moment
stratechery.com
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... it’s fantastic... there is a lot to nitpick, but it is fantastic from a strategic perspective.... Twitter just reinvented the newspaper. It’s not just any newspaper though — it has the potential to be the best newspaper in the world... imagine a tweet-based newspaper drawn not only from the best sources in a mobile-friendly format, but one …

08/10/2015
Twitter unveils its own news digests, and some news orgs are participating
www.niemanlab.org

“moments” are mini news digests of tweets across a range of topics... with splashy full-screen photos and videos. Each individual moment is made up of about 10 tweets... allows users to follow stories they’re interested in for a limited period of time... clearly targeted at curious or casual users... a “catch-me-up” type of news digest, using t…

Twitter Moments: Content Guidelines
about.twitter.com
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Moments surface the best of what’s happening on Twitter... What you see on Twitter is what’s happening in the world. What follows are the standards and guidelines for creating Moments that we as a Twitter curation team follow. - Twitter Moments: Content Guidelines | About

Moments, the best of Twitter in an instant
blog.twitter.com
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Moments helps you find the best of Twitter as easily as tapping an icon – regardless of who you follow. Just visit the new tab called Moments, where you will discover stories unfolding on Twitter. - Moments, the best of Twitter in an instant | Twitter Blogs

07/10/2015
Nuzzel wants to bring social curation to publishers
www.niemanlab.org

an app that combs through your Twitter or Facebook feeds, identifying the links being shared the most by your friends... a very efficient way to use the curation you’ve already done of your Twitter followers to curate news... what we’re not doing is semantic analysis, and scanning keywords in articles. Nor are we using human editors ... If …

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