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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

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.

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 y…

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 …

Consent Theater
onezero.medium.com
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Doctorow on understanding how vital GDPR is in combating "consent theatre".Opening point: if "we “fix” Facebook, making it possible for you to take your data and go to a rival service... Do you need to get all your friends’ consent?" According to Big Tech, we can't force them to "give people their own data back... It’…

Why is the EU running into so many difficulties with its Covid vaccine campaign? | Vaccines and immunisation | The Guardian
www.theguardian.com
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"Almost unbelievably, scepticism is highest among healthcare workers."Examines both the specific mistakes and the general antivaxxer European setting undermining the vaccination campaign.Specific mistakes: "by publicly trashing [AstraZeneca], the commission undermined trust in the vaccines... compounded by confusion over the vaccine…

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…

COVID-19 Disinformation: Two Short Reports on the Russian Dimension – ‘Reframing Russia for the Global Mediapshere: From Cold War to “Information War”?’
reframingrussia.com
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The EU’s main task force for fighting Russian disinformation is in danger of becoming a source for disinformation itself, and so of skewing policy decisions... public discourse throughout Europe... EUvsDisinfo’s misrepresentation of Russian COVID-19 media coverage ... analysed is troubling. Two ... methods are particularly problematic....From omis…

The European Union’s Double Crisis of Legitimacy - The Atlantic
www.theatlantic.com
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The union faces a double crisis of legitimacy... it is hard to sustain the fiction that ordinary citizens have a meaningful say over what happens in Brussels... If many voters don’t believe that they have much sway over what happens in their national capitals, the feeling of impotence is even more profound when it comes to Brussels.... the EU ... …

09/02/2020
Policy Brief: Future of Democracy (pdf)
www.bertelsmann-stiftung.de
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to make participatory democracy a reality, it is essential to avoid only paying lip-service to the idea of participation — and give citizens a real say...European federalists are hoping to gain momentum for treaty change. Many member states are afraid of that very outcome...Citizens’ participation is being tested out far more commonly across Europ…

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 …

Fighting fake news is a losing battle, but there are other ways to win the war.
mondaynote.com
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the next iteration of technology applied to politics will be a huge leap forward with a greater ability to target people... address each of the 156 million of registered voters on the US with personalized messages.... a falsehood delivered in a personalized way is likely to be more efficient but less visible than a blatant lie put on Twitter; it w…

We need a credibility indicator marketplace to fight disinformation
medium.com
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To counter disinformation and revalue quality journalism we need a competitive ecosystem of credibility indexes to stimulate innovation and avoid a Ministry of Truth, de facto or otherwise.- more on Medium

Three steps to engage Europeans with the EU
medium.com
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Third of several posts written in reaction to Luc van den Brande’s Reaching out to EU Citizens: A New Opportunity. Sets out the public policy participation model first presented at EWRC 2017, and sets up the fourth.

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

Workshop report: better EUropean communities & public policy participation
medium.com
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Resources and first thoughts from my recent ‘EU communities & policy participation’ workshop at the European Week of Regions and Cities (EWRC).

The limits of public participation in policy
medium.com
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Did participants in the ‘Future of Europe’ process influence President Juncker’s State of the European Union speech, as promised? Of course not. Rightly.- 2nd post in preparation for my EWRC 2017 workshop on online communities and public participation in policy

Countering Fake News
www.forbes.com
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how do we put the genie back in its bottle? Here are three approaches... If the first model leaves it to the legislator and ultimately the courts to decide what constitutes fake news, the second outsources responsibility to social media.... Instead of killing the story, you surround that story with related articles so as to provide more context a…

Facebook, Twitter, and Google are still failing to curb hate speech, EU says - The Verge
www.theverge.com
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Tech companies may face new legislation after struggling to comply with voluntary code of conduct... Under a code of conduct announced in May, Facebook, Twitter, Google, and Microsoft agreed to review and respond to “the majority” of hate speech complaints within 24 hours

Participation mechanisms beyond European Citizens' initiative
ivetakazoka.blogactiv.eu
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"The report uncovered an uncomfortable truth: that there are few civic society organisations that are capable of participating in shaping the national positions at a stage when the European Commission has already come up with a draft.... it is usually a challenge to find a list of EU issues where the national government is elaborating its nati…

"political class detached, remote, incompetent, venal, illegitimate". Neat #EP2014 explainer video from @guardian. Quote from...
embedded-video.guardianapps.co.uk

“political class detached, remote, incompetent, venal, illegitimate”. Neat #EP2014 explainer video from @guardian. Quote from European elections: union left sullen by fury and frustration with political class

FactCheck EU or Grilling Kippers?
mathewlowry.myhub.ai

Original linkTonight I'll be toddling along to Grilling Kippers, a UKIP-focused anti-Eurosceptic campaign from deep within the Brussels Bubble.

This is simply brilliant.
www.youtube.com

This is simply brilliant.

04/07/2013
An alternative overarching EU communication strategy?
mathewlowry.myhub.ai

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

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.

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

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…

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