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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

Something is breaking American politics, but it's not social media
www.vox.com
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On fully eight of the nine measures, “polarization increases more for the old than the young.” If Facebook is the problem, then how come the problem is worst among those who don’t use Facebook? ... polarization is accelerating fastest among those using the internet the least... social media is important. It’s just not the whole picture... two mai…

New research shows the internet is a swamp and the trolls have won | The Outline
theoutline.com

there’s plenty of reasons why negativity abounds online... Incivility is a basic human instinct that’s encouraged by anonymity and exacerbated by inequality... anger helps drive participation... anyone who benefits from trolling — whether it’s platforms themselves or populist politicians — have little reason to improve the tone of online chatting…

Could an auto logic checker be the solution to the fake news problem?
theconversation.com
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Material that arouses heated emotions within the viewer spreads faster and wider than well-considered, evidence-based argument.For an elected leader, a u-turn is seen as the ultimate betrayal, but for a scientist, changing views in the face of better evidence is a sign of the highest integrity.... Imagine, if you will, a sort of spellchecker appl…

The filter bubble isn't just Facebook's fault – it's yours
theconversation.com
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to put the blame solely on the company is to overlook how people use the site, and how they themselves create a filter bubble effect through their actions.... Just as important as the algorithm is how people use the site and shape it around their own communications... people are actually exposed to a great deal of diversity through Facebook... But…

Is ‘fake news’ a fake problem? - Columbia Journalism Review
www.cjr.org
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We know little about the amount of fake news an average citizen consumes, or how it fits into their overall news diet... What we found calls into question the severity of the fake news crisis.... We gathered data for both the real and fake news sites from comScore... First, the fake news audience is tiny compared to the real news audience–about 1…

Here's What Facebook's Live Video Filter Bubble Looks Like - BuzzFeed News
www.buzzfeed.com
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But millions of people chose to skip the media ... and watch the speech live, via Facebook... greeted with a litany of comments and emoticon reactions, all colored by the point of view of the outlet broadcasting it...a live or real-time filter bubble, where a viewer’s perceptions of a live event are colored by the commentary that surrounds it.

Technofascism and the three percent
techcrunch.com
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everyone is intransigent now ... Social media acts as a massive collective Sorting Hat, silently assigning most of us to filter bubbles wherein our beliefs and biases are rarely challenged. News (or “news”) sources rise up to cater... slowly, these isolated groups do what isolated groups do... become more extreme. Increasing extremity in one group…

Why each side of the partisan divide thinks the other is living in an alternate reality
theconversation.com
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To some liberals, Donald Trump’s inauguration portends doom... to many conservatives, it’s a crowning moment ... as if each side is living in ... a different reality.... information avoidance... all of us ... ward off any new information that makes us feel bad, obligates us to do something we don’t want to do or challenges our worldview... we’re …

This Is Why You Hate Me – Medium
medium.com
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when I saw the potential of the Internet, I thought it would be solved. The web would allow us to come together, not just across the world, but across the park, across racial lines, across our many divides... everything turned upside down. The open communication network we thought we were building turned into a hunting ground for trolls and spamme…

I am in full agreement that it is a self-organizing system
medium.com
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Where things get interesting is to consider the deep cognitive mechanisms that shape the emergence of truth networks where a coherent shared set of understandings, assumptions, and beliefs are in play.

Fake News Is Not the Real Media Threat We’re Facing
www.thenation.com
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Fake news has been around as long as real news...  Social media has certainly transformed how fake news circulates, speeding up its circulation and extending its reach and impact...  a much more important problem ... is the continuing delegitimization of real news by American conservatives...  This is not “fake news.” It is a blatantly ideolog…

Fake news aside, Facebook can help puncture our political “bubbles” - Vox
www.vox.com
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as we jump to fix the fake news problem, we may end up destroying our best hope to break through our echo chambers... those bubbles, it turns out, are far from airtight... 15-25 percent of the people we connect to on social media, on average, come from across the political divide... the level of diversity we come across in real life homophily is…

I read almost 50 articles on Fake News so you don’t have to (Topics, Dec 15; updated)
mathewlowry.myhub.ai
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A work in progress from an upcoming eponymous post. Another experiment with the enewsletter format: some initial thoughts on this seemingly intractable problem, with some of the source materials I’m studying.

How to check if you're in a news echo chamber – and what to do about it
theconversation.com
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Echo chambers aren’t just a product of the internet and social media, however, but of how those things interact with fundamental features of human nature... Understand these features of human nature and maybe we can think creatively about ways to escape them... our tendency to associate with people like us. Sociologists call this homophily.... t…

Misinformation on social media: Can technology save us?
theconversation.com
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my research team’s analysis of data from Columbia University’s Emergent rumor tracker suggests that this misinformation is just as likely to go viral as reliable information... limiting news fakers’ ability to sell ads... a step in the right direction. But it will not curb abuses driven by political motives... Using BotOrNot, our colleagues found…

Machine learning can fix Twitter, Facebook, and maybe even America
techcrunch.com
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Perfectly open communities always go sour. You need filters. Every functional community has them. And that’s where machine learning comes in... If you can detect trolls, you can protect the people they’re trolling by muting or putting a warning over the trolls’ posts... Twitter... already have a way of screening out porn. Why don’t they do the sam…

In the war on fake news, school librarians have a huge role to play
www.theverge.com
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a lot of people don’t know fake news when they see it, sensationalized reports are more likely to go viral on social media than sane ones, and distrust of traditional (and genuinely more reliable) media sources is rising. Professor Nicole A. Cooke ... focusing on human information behavior, information literacy, and diversity in librarianship.... …

How The 2016 Election Blew Up In Facebook’s Face
www.buzzfeed.com
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As Facebook attempted to capture the fast-moving energy of the news cycle from Twitter... it built a petri dish for confirmation bias... Here’s how... ‘Share’ Button ... encouraging people to share quickly and without much thought... “original sharing,” where people post their own photos, text updates... was declining..., content from celebritie…

The Dissolution of News: Selective Exposure, Filter Bubbles, and the Boundaries of Journalism – Medium
medium.com
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“So all the fact-checking of Trump’s lies, all the investigative journalism about his failures, even the tapes — none of it meant anything.” In short, what happened to news ...? determining what counts as journalism and who counts as a journalist is a perpetual struggle ... No single trend explains the dissolution of news... What we ended up with…

How Facebook can escape the echo chamber
techcrunch.com
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Zuckerberg... suggested the real problem is that people by nature engage with content they like and find agreeable, and dismiss things they don’t agree with online as they would in real life... it needs to implement better features to help diversify the content we see... For such an influential platform ... it’s irresponsible for Facebook to give …

How the Internet Is Loosening Our Grip on the Truth
mobile.nytimes.com
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many of us have burrowed into our own echo chambers of information. In a recent Pew Research Center survey, 81 percent of respondents said that partisans not only differed about policies, but also about “basic facts.”... if you study the dynamics of how information moves online today, pretty much everything conspires against truth... when confron…

We the People: the charms and contradictions of populism
theconversation.com
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Two convergent trends are making populism a potent negative force. First, democracies have morphed into unrepresentative plutocracies that lead growing numbers of people to feel shut out and voiceless... Media ... business model is now based on social media and clicks, not facts. Clicks depend on theatrical performance, stunts, celebrity, ent…

The forces that drove this election’s media failure are likely to get worse » Nieman Journalism Lab
www.niemanlab.org

Segregated social universes, an industry moving from red states to the coasts, and mass media’s revenue decline: The disconnect between two realities shows no sign of abating... American political discourse in 2016 seemed to be running on two self-contained, never-overlapping sets of information... today’s media ecosystem encourage that separatio…

Study: Decline of traditional media feeds polarization - Columbia Journalism Review
www.cjr.org
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with newsrooms reeling... a weakening of the stable platforms threatens to cause general informational impoverishment, a degradation of the entire information ecosystem. Adding to the worry, people today are exposed to news ... through a single platform—mainly social networks, which tend toward a clustering of like-minded individuals. Together,…

Did better broadband make Americans more partisan?
www.theguardian.com
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a research paper ... found depressing proof that the web is fuelling segregation.... matched the attitudes of those who did and did not have broadband with data on partisan hostility... Greater use of the web ensured that an admirer of Jon Stewart would think that conservatives were not just mistaken but stupid, or a viewer of Fox News would wor…

How to lie terrifyingly well on social media
medium.com
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image... apparently shows the spread of radiation from the Fukushima nuclear accident... being shared widely ... despite the fact that it... shows the wave height of the tsunami... you might want to doublecheck before hitting Share... here’s how

Your political Facebook posts aren’t changing how your friends think
qz.com
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While our experience with political Facebook posts suggests, anecdotally, that the thrust of the story is correct, we cannot confirm the authenticity of the study... Our efforts to reach Rantic before publication were unsuccessful, and Wired has since retracted its story.

Storytelling and Branded Reality in the Internet of Experiences (and Trump’s Republican Party)
medium.com
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A couple of months ago I included augmented and virtual reality in Top3ics, my occasional newsletter, adding “Consider these as first notes towards a future post.” I then forgot about it. Thanks, Newt Gingrich!

It’s your filter bubble — not Facebook’s
medium.com
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“I am actively searching through Facebook for people celebrating the Brexit leave victory,” ... to no avail. He called on his friends in the technology industry to act on this ‘echo-chamber problem’.... Why are they making the demand of social media companies — and not news organisations?...how we see technology now: both as something separate fro…

Reuters Institute Digital News Report
digitalnewsreport.org
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This year's report reveals new insights about digital news consumption based on a YouGov survey of over 50,000 online news consumers in 26 countries including the US and UK.The report suggests that publishers across the world are facing unprecedented levels of disruption to business models and formats from a combination of the rise of social platf…

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