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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

Platforms, Creative Communities, and the Need for a Radical Reimagining - The Reboot
thereboot.com
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Great piece on the implications for creators of the shift to algorithmically managed content platforms."Vine was an entirely new cultural platform ... Twitter had unwittingly enabled the creation of a true subculture... [but] didn’t know how to make money from it... in contrast... TikTok has prospered because it generally seems to understa…

Evaluating contradictory foreign interference allegations in the 2020 U.S. election | by @DFRLab | DFRLab | Oct, 2020 | Medium
medium.com
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DFRLab’s Foreign Interference Attribution Tracker (FIAT) database (see Interference2020.org) "captures allegations of foreign #us2020 interference... and assesses their credibility, bias, evidence, transparency, and impact".80 allegations were catalogued: a "sharp increase from 2016... vary widely in their evidence and objectivity, …

Facebook Manipulated the News You See to Appease Republicans, Insiders Say – Mother Jones
www.motherjones.com
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When changing their Newsfeed algorithm, Facebook's tests found "a dramatic impact on the reach of right-wing “junk sites,”... [by] January 2018 a second iteration dialed up the harm to progressive-leaning news organizations instead... Mother Jones was singled out as one that would suffer... Daily Wire was identified as one that would be…

Disinformation in the Presidential Election: Latest Updates - The New York Times
www.nytimes.com
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Every day, Times reporters will chronicle and debunk false and misleading information that is going viral online... Whole collection of individual stories, all worth a look. Some key points:Twitter flagged half of President Trump’s 14 posts on Thursday for including disputed or misleading information. But hundreds of other accounts - over 150 of w…

The Case for Digital Public Infrastructure | Knight First Amendment Institute
knightcolumbia.org
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Today's social platforms' business models are not inevitable, but because we see them as such we constrain "the solution space we consider for combatting mis-/disinformation, polarization, and promotion of extremism... we need to consider what technologies [and] digital media to have a productive role in democratic societies".H…

How The Epoch Times Created a Giant Influence Machine - The New York Times
www.nytimes.com
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"Falun Gong-backed newspaper used aggressive Facebook tactics and misinformation to create an anti-China, pro-Trump media empire" - from a "low-budget newspaper ... handed out free on New York street corners" to "one of the country’s most powerful digital publishers... a leading purveyor of right-wing misinformation"…

A new study shows how Trump and the RNC duped traditional media into covering mail-in voter fraud » Nieman Journalism Lab
www.niemanlab.org
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Berkman Klein Center analyzed 55,000 news stories, five million tweets, and 75,000 public Facebook posts to discover that it's "Trump, the Republican National Committee, and Fox News — not Facebook spammers and Russian trolls — who are the primary drivers of misinformation around mail-in voting fraud", taking advantage of three stan…

Recommendations for Media Covering the 2020 U.S. Presidential Election | Election Coverage and Democracy Network
mediafordemocracy.org
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The fact that this is actually necessary is saddening: "practical, nonpartisan, evidence-based recommendations to journalists covering the 2020 U.S. presidential election", including how to cover an election amid attempts to undermine it; what to do in the case of a contested result or Trump doesn't concede; and "what to do if …

From foreign meddling to pink slime (US2020 Disinformation news, ed. 2)
medium.com
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This edition’s 9 articles span the real meaning of “foreign meddling” and domestic flashpoints, social media platform preparations for Election Night and beyond, and how media has to go beyond factchecking as it tackles “pink slime” (yes, it’s a thing).

As election looms, a network of mysterious ‘pink slime’ local news outlets nearly triples in size - Columbia Journalism Review
www.cjr.org
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pink slime: shadowy, politically backed “local news websites” designed to promote partisan talking points and collect user data... a network of 450 intricately linked sites ID's in Dec 2019 is now 1200 ...largest 2 networks: 90+% are algorithmically generated stories from publicly available data sets or by repurposing legitimate sources - the…

Fact-checking needs to make way for reality-testing and gaslighting-fighting | Press Watch
presswatchers.org
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Donald Trump literally laughs factchecking off - it's good to have, but insufficient. To establish non-partisan status, factcheckers need to be equally tough on all sides, but all sides don't lie the same. They use euphemisms for 'lie', and check narrow, easy-to-debunk statements while ignoring the larger pattern of "the a…

The 2020 Election Will Be a War of Disinformation - The Atlantic
www.theatlantic.com
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The president’s reelection campaign ... multimillion-dollar ad blitz ... shaping Americans’ understanding of ... impeachment ... micro-targeted ads ... portraying Trump as a heroic reformer ... while Democrats plotted a coup... An alternate information ecosystem was taking shape ... I wanted to see it from the inside...I was surprised by the effec…

Andrew Sullivan: See You Next Friday
nymag.com
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my last column in this space is not about “cancel culture.” Well, almost... The quality of my work does not appear to be the problem... A critical mass of the staff and management at New York Magazine and Vox Media no longer want to associate with me ... orthodoxy in mainstream media, that any writer not actively committed to critical theory in …

Opinion | The Future of Nonconformity
www.nytimes.com
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marginalization of those with radical critiques... poisoning both the right and the left ...resentment and victimhood spread across the American right — an intellectual inferiority complex combined with a moral superiority complex ... Thinking was no longer for understanding. Thinking was for belonging ... Sarah Palin and Donald Trump reintroduc…

Designing social platforms fit for the future
medium.com
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For the 6th episode of his Futurized podcast, Trond Undheim asked me why surveillance capitalism inevitably leads to polarised, undemocratic and dysfunctional societies, and what we must do about it...If we don’t change course, in the future we will be less will informed, more polarised, massively manipulated, living in more corrupt and less democ…

The true history of fake news | 1843
www.1843magazine.com
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That fake news shifted copies had been known since the earliest days of printing... So what if they weren’t true? Printers argued, as internet giants do today, that they were merely providing a means of distribution ... But newspapers were different... had reputations to maintain... As the 19th century progressed, impartiality and objectivity were…

Coronavirus: fake news less of a problem than confusing government messages – new study
theconversation.com

the vast majority of our panel of 200 participants could easily spot fake news... many instead referenced ... government or media misinformation ... less aware ... how the pandemic is being handled ... underestimated the UK’s death toll...many believed a greater emphasis on fact-checking would enhance rather than undermine public trust in journali…

Covering Climate Change and Countering Skepticism in Australia - Nieman Reports
niemanreports.org
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when climate skeptics in government and media control the message and the channels, it becomes fact for people like councilor Allen that Australia’s fires... have “nothing” to do with climate change... Climate skepticism runs deep in Australia, origin of ... Murdoch’s media empire... long history of climate science denial and diversion... in the w…

What lessons haven’t we learned since 2016? Lesson 1: RAGE - Stand Up Republic
standuprepublic.com
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The rage-engage cycle is a key part of how malign narratives gain traction on social media... into traditional media... disinformation content is designed to be polarizing... exploits the business models of social media... pointing out that something is false and dangerous ... giving more oxygen to the fire... [Trump] tests and revises purposefull…

Rappler's Maria Ressa Recommends How to Tame the Corrosive Effects of Social Media - Nieman Reports
niemanreports.org
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we needed to take investigative journalism and combine it with technology to build communities of action... I went from managing 1,000 journalists to 12 people...Our information ecosystem has already been destroyed. We’ve been poisoned... We were the third [news outlet] attacked... we stood up because we have no other business interests...In the o…

This is why we can't have nice brands.
blog.zgp.org

Every feature that adtech is bragging on, or working toward? Email spam had it in the 1990s... staying away from spam was the right answer... spam from a high-reputation brand doesn’t look any different from spam that any fly-by-night operation can send...The “new reality,”... is a place where you win based not on how much the audience trusts you,…

More than 100 fact-checkers from 45 countries in 15 languages... to cover coronavirus
www.poynter.org
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under Poynter’s International Fact-Checking Network... more than 100 fact-checkers in 45 countries publishing in 15 languages. In less than two months, they have published 1,000 fact checks, articles and nine weekly reports pointing out misinformation trends and ways to combat it...journalists not only can but should drop competing with each other…

Fighting misinformation requires journalism, not secret algorithms
www.niemanlab.org

Watching Silicon Valley exercise news judgment has been like watching Walter Cronkite try to write code in Python... Four companies have created trustworthiness indicators for news websites: Facebook, Google, Twitter, and NewsGuard. Publishers have no way of learning their secret trust score from the Silicon Valley companies. NewsGuard’s journalis…

A time to question core beliefs » Nieman Journalism Lab
www.niemanlab.org
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focusing exclusively on ad hoc solutions — suspending the harassing account, deplatforming the white supremacist group... won’t address the reasons the waste got there in the first place... if we don’t begin to shift our mindset to ... an ethics of responsibility... we cannot begin to act differently...challenging the assumptions ... enshrined wit…

Disinformation For Hire: How A New Breed Of PR Firms Is Selling Lies Online
www.buzzfeednews.com
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for manipulating public opinion... automation and artificial intelligence “can quickly generate traffic and publicity much faster than people.”...If disinformation in 2016 was characterized by Macedonian spammers... Russian trolls... 2020 is shaping up to be the year communications pros for hire provide sophisticated online propaganda operations .…

Let’s disrupt the logic that’s driving Americans apart
www.niemanlab.org
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our racial, cultural, and religious identities ... overlap with our political identities ... polarization operates on a social — and even primal — level... media executives can now create programming and content that really efficiently checks all the boxes...: political, psychological, racial, cultural, and even aesthetic...Path No. 1: We stay in …

07/01/2020
Opinion | The Media Is Broken - The New York Times
www.nytimes.com
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journalism primarily do one thing: cover events... The internet has sped up the news cycle. Now we put more emphasis on covering the last event... But ... events in this era have ceased to drive politics...impeachment... Mueller investigation ... “Access Hollywood” tapes... barely leave a trace on the polls...Events don’t seem to be driving politi…

Building a More Honest Internet - Columbia Journalism Review
www.cjr.org
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In the US, radio began as a free-market free-for-all. More than five hundred radio stations sprang up in less than a decade to explore the possibilities... 40 percent were noncommercial... network of interlinked stations playing local and national content supported by local and national advertising, became dominant players...Soviet Union... ideolo…

The EU elections are next week. Fake news is not the problem | WIRED UK
www.wired.co.uk
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Information operations are rarely about changing the things people believe, but changing the way they feel. Anger and fear are not things we can correct with better facts... accounts run by ... Internet Research Agency, or IRA... shared [news from] some of the biggest, most reputable news organisations in the world... rhythmic, regular sharing o…

28/05/2019
Publishers that closed their comments sections made a colossal mistake | What’s New in Publishing | Digital Publishing News
whatsnewinpublishing.com
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Most criticisms lodged against the content creators that chose to work with the platforms are made with the benefit of hindsight... the decision many publishers made to close down their comment sections should be considered one of the industry’s worst blunders.... editors looked down into their article comments sections and did not like what they …

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