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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 :"…

Bluesky: Twitter's Lonely Cousin? (#ZNLive snippet)
www.linkedin.com

One of the snippets from a ZNLive interview I did in December 2023: "emerging social media platforms like Mastodon and Bluesky face a humorous yet real challenge - they're like "Twitter, but without your friends."With the European launch of Threads, the question arises: Can it offer a unique appeal to draw users? Will [they]...…

Social knowledge graphs for collective intelligence
mathewlowry.medium.com
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The second in my 1/1/2023 bundle of 5 posts exploring collective intelligence looks at the role of decentralised social networks: "A personalised, decentralised Social Knowledge Graph for each user multiplies the knowledge available to them via a trusted network of Followers and Friends, and creating collaborative possibilities more akin to w…

Manton Reece - Micro.blog Mastodon
www.manton.org

"Micro.blog can now cross-post to a Mastodon user account... Your custom domain on Micro.blog can now be ActivityPub-compatible, so that you can follow and reply to Mastodon users directly on Micro.blog ... someone can follow your blog posts".As a result "you can consolidate your identity and posts back to your own blog at your ow…

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 …

Hope for a Post-Musk Net. A federated future and suggestions ...
medium.com
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JJ "explore some of the opportunities afforded by the likes of Bluesky, Scuttlebutt, the Fediverse, and Indieweb — not to mention good, old, reliable RSS".Most of the mastodon tips I knew, except: "enable the advanced web interface (it’s like Tweetdeck)" - I didn't know that existed so moved to Tusky and spent my first wee…

Building collective intelligence from social knowledge graphs
mathewlowry.medium.com
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Writing a chapter for a book on Personal Knowledge Graphs made me rethink MyHub.ai, and led to a new collective intelligence pilot project with the founders of massive.wiki.

Three protocols and a future of the decentralized internet
blog.datproject.org
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An overview of three protocols - ActivityPub, Scuttlebutt and Dat - and their complementary roles in helping redistribute power from "large centralized corporate interests and back into the hands of individual people and small groups... No one protocol [is enough] ... each protocol has its strengths and weaknesses". We need "develo…

decentralized-social-networks
tinysubversions.com

Pretty good explanation of ActivityPub from Darius Kazemi: "ActivityPub describes ways for social network sites to talk to each other... [from] sites like Facebook, Twitter, YouTube, Snapchat... [to] New York Times ... Spotify. Basically any site where individual "users" create content and other people can subscribe to it could be A…

Open-sourcing Twitter's algorithms is more complex than Musk implies
thenextweb.com
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"it's a start... Musk argued that disclosing what amplifies or downranks tweets would reduce the risk of “behind the scenes manipulation.” [but] algorithms alone offer limited insights" because it's not just an algorithm that defines what you see: it's a huge dataset - "content that enters the platform, each user’s p…

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…

Mastodon Twitter Crossposter
crossposter.masto.donte.com.br

allows you to connect a Mastodon account and a Twitter account and enable cross-posting between them. You can choose some options, such as if you want to post boosts, unlisted toots or replies.

Facebook Is Dead (It Just Doesn’t Know It Yet)
bettermarketing.pub
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Interesting piece on the reverse side of the network effect: the more people leave, the faster the remainder leave. So what will make people leave?Gen Z want privacy, hate bullying/speech, don’t like ads and think "Facebook is for moms and grandparents""Millennials Are Ready to Ditch... too old to bicker with strangers... [and] stil…

Evan Henshaw-Plath, Planetary.Social | The Institute for Digital Public Infrastructure
publicinfrastructure.org
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One of a great series of Reimagining the Internet podcasts. Guest: the Planetary.Social founder, discussing:the early days of Twitter: "Twitter's innovation ... happened all at the edges... users created everything... inline images and short links and retweets and the app, actual at and hashtags... the company... cultivated this garden w…

Masnick's Impossibility Theorem: Content Moderation At Scale Is Impossible To Do Well | Techdirt
www.techdirt.com
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Content moderation "will always end up frustrating very large segments of the population and will always fail to accurately represent the "proper" level of moderation of anyone".any moderation will upset the moderated no moderation will upset those who don't like spam, harassment, etcpushing moderation to the users puts th…

WriteFreely
writefreely.org
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Reach outside your own site with federation via ActivityPub. WriteFreely lets anyone on Mastodon, Pleroma, or any ActivityPub-enabled service follow your blog, bookmark your posts, and share them with their followers. See how it works.

Decentralized Social Networks vs. The Trolls - ConfTube
conf.tube
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After pointing out that mainstream - ie centralised - social platforms cannot moderate effectively due to scale, then introduces fediverse/activitypub-based platforms. Will they face same moderation problems as the mainstream if/when they grow?Takes Gab's unsuccessful move into fediverse as an example: "Almost immediately, Gab was met by…

Protocols, Not Platforms: A Technological Approach to Free Speech | Knight First Amendment Institute
knightcolumbia.org
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Given the myriad problems posed by social media platforms - content moderation, disinformation, censorship, privacy, anti-trust - this article "proposes an entirely different approach... that enables more free speech, while minimizing ... trolling, hateful speech, and large-scale disinformation efforts... also might help users ... regain cont…

Adversarial Interoperability | Electronic Frontier Foundation
www.eff.org
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"adversarial interoperability... create a new product or service that plugs into the existing ones without the permission of the companies that make them... once the driver of tech’s dynamic marketplace" now stifled by legal means by Big Tech, which "climbed the adversarial ladder and then pulled it up behind them".EFF sees re…

Peer-to-Peer Network Models and their Implications
backdrifting.net

"corporate-run social media implies a structure [and]... content limits the users have no say in, which favor harmful [content] ... while inhibiting freedom of expression. ... the next platform has the same problems ... “I’ll just build my own platform” leads to ... “alt-tech” platforms ... to host right-wing extremist content... So what does…

Parler Makes Play for Conservatives Mad at Facebook, Twitter - WSJ
www.wsj.com
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Didn't know: "Prominent conservative donor Rebekah Mercer is among the company’s financial backers"Interesting point: one of the main reasons many are on FB/Twitter is to troll other people - will it be harder to get people to come back to an app where everyone agrees with them?

50 Resources and five editions later (US2020 Disinformation news, ed. 5)
mathewlowry.medium.com

What did I learn from Hubbing 50 resources and writing five editions on disinformation during the US elections?

How Some Conservatives Have Switched to Parler, Rumble and Newsmax (FN)
www.nytimes.com
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Fleeting Note (FN): the creation of Fediverse-based alternatives might suddenly become an urgency.

To Mend a Broken Internet, Create Online Parks | WIRED
www.wired.com
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"Our digital public sphere has been failing ... [but] History offers a proven template for how to build healthier public spaces."Filter Bubble author Pariser hearkens back to Walt Whitman's creation of NY's Green Park, when "New York City had no public parks ...only walled commercial pleasure gardens for those who could af…

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