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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

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…

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
'A more sophisticated influencer strategy': Publishers are building teams to recruit 'expert networks' - Digiday
digiday.com
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with influencer marketing en vogue and publishers hunting for ways to drive engagement on their properties, the hunt for famous, influential contributors is back on... eg Axios has two people... recruiting, managing subject matter experts to participate in Expert Voices... invite-only contributor network... Find influential people, bring them into…

Understanding Media and Information Quality in an Age of Artificial Intelligence, Automation…
medium.com
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Technology has altered the foundations of news and media, and as trust in media continues to decline, artificial intelligence, machine learning, and algorithms have come to play a critical role not only as threats to the integrity and quality of media, but also as a source of potential solutions. The core threats to information quality associated …

What Could Blockchain Do for Journalism?
medium.com
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the solution to both crises facing journalism may come from the same technological root: blockchain... An ecosystem of micropayments... as the holy grail for online journalism... Blockchain technology can create both chains of authenticity and a level of security... Sludge is one of the “first fleet” of around 20 newsrooms ... on a new blockchai…

Is it time for MediumCoin?
medium.com
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Blockchain ... creating alternatives to the current corporation owned second layer of the internet... to make quality content truly democratic... Medium ... made itself decentralized... a blockchain with a dedicated token underlying all of the content ... reward content creators... governed only by the rules... But this token would also create an…

10 reasons why Americans don’t trust the media – Trust, Media and Democracy – Medium
medium.com
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Americans believe that the media have an important role to play in our democracy — yet they don’t see that role being fulfilled... Here are 10 findings that stood out to us:

06/02/2018
Stop Calling It Fake News. – Harvard Kennedy School PolicyCast
hkspolicycast.org
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it just felt like the conversations that we were having subsequently were actually pretty shallow and actually pretty useless, because we were talking over each other because everybody meant different things... we can only really start talking about interventions if we understand what we’re talking about... I say, “Please don’t use the term.” “Yea…

Bias, Bullshit and Lies: Audience Perspectives on Low Trust in the Media | Reuters Institute for the Study of Journalism
reutersinstitute.politics.ox.ac.uk

Even in a world where people increasingly get news from social media, the professional news media is still seen as largely to blame for low trust... Reuters Institute for the Study of Journalism examines the underlying reasons for trust and distrust ...Bias, spin and hidden agendas come across as the main reasons...perceived decline in journalisti…

Once considered a boon to democracy, social media have started to look like its nemesis
www.economist.com
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“We wanted democracy... but got mobocracy.”... Bots generated one out of every five political messages posted on Twitter in America’s presidential campaign last year... “we need to reform our attention economy.”... groups which had mostly been excluded from the mainstream media... developed the dark arts they would use to further their agendas..…

How Silicon Valley is erasing your individuality
www.washingtonpost.com

In the realm of knowledge, monopoly and conformism are inseparable perils. The danger is that these firms will inadvertently use their dominance to squash diversity of opinion and taste. Concentration is followed by homogenization... news media ... have rushed to produce articles that will flourish on those platforms... a duplication of the news…

Tagging fake news on Facebook doesn't work, study says
www.politico.com
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a major new Yale University study finds that fact-checking and then tagging inaccurate news stories on social media doesn’t work... “disputed” tags made participants just 3.7 percentage points more likely to correctly judge headlines as false... Trump supporters and adults under 26... could actually end up increasing the likelihood that users wil…

The real fake news
medium.com
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Financial incentive is key to Silverman’s understanding of fake news, which he defines as online misinformation that is completely false, created to deceive and economically motivated. If online misinformation is being created for ideological reasons it’s propaganda... delegitimising legitimate journalism... through delegitimising organisations t…

How GDPR Will Change Content Marketing
performancein.com
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the best gift the publishing industry could hope for... digital advertising technology that will be most frozen by limitations - and that is good news for content makers... collection and processing of the kind of data essential to ad targeting must now be explicitly consented to by readers. Furthermore, consumers will have the right to erase data…

Media Manipulation and Disinformation Online
datasociety.net
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"Internet subcultures take advantage of the current media ecosystem to manipulate news frames, set agendas, and propagate ideas..." plus a lot more: it's a 100+page report

Wikipedia founder Jimmy Wales launches Wikitribune, a large-scale attempt to combat fake news » Nieman Journalism Lab
www.niemanlab.org

combat fake news by combining professional journalism with volunteer fact checking... professional journalists will be paid to write “global news stories,” while volunteer contributors will “vet the facts, helps make sure the language is factual and neutral... transparent about the source of news, posting full transcripts, video, and audio of in…

This Is How Your Hyperpartisan Political News Gets Made
www.buzzfeed.com
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The websites Liberal Society and Conservative 101 appear to be total opposites... published stories that were almost exactly the same, save for a few notable word changes... These for-the-cause sites that appeal to hardcore partisans are in fact owned by the same Florida company... all it takes to turn a liberal partisan story into a conservative…

02/03/2017
How Focusing on Content Leads the Media Astray
hbr.org
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author of The Content Trap and professor at Harvard Business School, talks about the strategic challenges facing digital businesses, and explains how he and his colleagues wrestled with them when designing HBX, the school’s online learning platform... success for the best companies does not come from making the best content, it comes from recogniz…

With its subscribers Facebook group, The Boston Globe is mining the stickiest corners of the platform » Nieman Journalism Lab
www.niemanlab.org

An average post in the private subscribers group ... attracts about twice the number of comments ...

14/01/2017
Comment Section Survey Across 20 News Sites – Engaging News Project
engagingnewsproject.org
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what more than 12,000 people[i] told us about comment sections on 20 different news sites.... 81% ... would like it if journalists clarified factual questions in the comment section... 73% ... would like it if experts on the topic of the article responded... 58%, would like it if journalists actively contributed to comment sections...

14/01/2017
Russia Hysteria Infects WashPost Again: False Story About Hacking U.S. Electric Grid
theintercept.com
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THE WASHINGTON POST on Friday reported a genuinely alarming event: Russian hackers have penetrated the U.S. power system...media reactions... were exactly what one would expect: hysterical, alarmist proclamations ... It did not happen. There was no “penetration of the U.S. electricity grid.” ... The level of groupthink, fearmongering, coercive p…

The Deep Truth about “Fake News” – Medium
medium.com
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... no one has direct access to reality. The real world is nearly impossible to see in this maelstrom ... because human minds need to “construct” their own version of reality — and each of us does this within a community of shared experiences and beliefs... there are many social worlds and each is built on its own version of what is real and true.…

Fake news is a convenient scapegoat, but the big 2016 problem was the real news - Vox
www.vox.com
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the idea that fake news was central to the outcome of the campaign has little basis in fact... it’s mostly likely to be shared by people who have already bought into a partisan or ideological worldview... Clinton’s campaign ... problem was ... coverage that dwelled overwhelmingly on a bullshit email server scandal, devoted far fewer resources to…

The real history of fake news
www.cjr.org
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Broadsides against fake news amount to a rearguard action from an industry fending off competitors who don’t play by the same rules... an independent, powerful, widely respected news media establishment is an historical anomaly... Fake news is but one symptom of that shift back to historical norms... Just as Watergate gave the media a bright stor…

Why do we fall for fake news?
theconversation.com
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fake news wouldn’t be a problem if people didn’t fall for it and share it. Unless we understand the psychology of online news consumption, we won’t be able to find a cure... online news readers don’t ... care about the importance of journalistic sourcing ... “professional gatekeeping.”... I mocked up a news site and showed four groups of partici…

Trump Supporters Are Trying to Reclaim 'Fake News'
www.theatlantic.com
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For a term that is suddenly everywhere, “fake news” is fairly slippery... government propaganda designed to look like independent journalism... any old made-up bullshit ... a hoax meant to make a larger point... only ... when it shows up on a platform like Facebook as legitimate news? What about conspiracy theorists ... satire intended to entertai…

Fake News: Be Careful What You Wish For – Whither news? – Medium
medium.com
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Do we really want to set up Facebook or Google as censors ... to decide what is real and fake, true and false?

What I learned from seven years as the Guardian’s audience editor
medium.com
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Seven years ago I started working full time at the Guardian in the glamorous role of SEO editorial executive. ... very like being in the Matrix but with less kung fu and more Polly Toynbee and Nigel Farage... here are a few of the things I’ve learned…

Younger adults prefer to get their news in text, not video, according to new data from Pew Research » Nieman Journalism Lab
www.niemanlab.org

“So far, the growth around online video news seems to be largely driven by technology, platforms, and publishers rather than by strong consumer demand,”

Trash talk: how Twitter is shaping the new politics | Technology | The Guardian
www.theguardian.com
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You may not care about social media now, but if you read a newspaper, listen to the radio or watch TV, then it’s shaping your world already... The real game is hardening your own support in ways dramatic enough to be picked up by the mass media ... the easiest way of doing that is to pick a rollicking fight... Lacking an established political mac…

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