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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

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 …

What is the Small Web? – Aral Balkan
ar.al
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... or Why Small is Beautiful when it comes to our homes online:"a concept – and a vision for the future of our species in the digital and networked age –... The Small Web.... [By comparison:] The Big Web has “users” – a term Silicon Valley has borrowed from drug dealers to describe the people they addict ... farm users in server farms... you…

Stolen Focus: Johann Hari explains how your attention has been stolen - Vox
www.vox.com
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I do like a challenge."We live in the most distracted time in human history. Can we reclaim our attention spans?... A new book by the British journalist Johann Hari, called Stolen Focus, takes a close look at what’s happening — and what’s happened — to our collective attention... we’re all becoming lost in our own lives, which feel more and …

Privacy activists are winning fights with tech giants. Why does victory feel hollow? | Evgeny Morozov | The Guardian
www.theguardian.com
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Although this looks like someone looking for problems because of the apparent near-future success of "solutionism", some good points here: we need "an institution that will know what ... regulations to suspend (eg libraries and IPR) ... to fully leverage the potential inherent in digital technologies for the public good."Recent…

Revealed: Trump campaign strategy to deter millions of Black Americans from voting in 2016 – Channel 4 News
www.channel4.com
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"3.5 million Black Americans were categorised by Donald Trump’s campaign as ‘Deterrence’ – voters they wanted to stay home on election day."Part 1 of a Channel4 series on #DetteringDemocracy, analysing "data used by Donald Trump’s 2016 presidential campaign... almost 200 million American voters... 5 terabytes of data... separated by…

China’s Artificial Intelligence Surveillance State Goes Global - The Atlantic
www.theatlantic.com
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Xi Jinping is using artificial intelligence to enhance his government’s totalitarian control... exporting ... to regimes around the globe... all-seeing digital system of social control... precog algorithms that identify potential dissenters in real time ... every person ... identified, instantly, by AI matching them to an ocean of personal data..…

How Facebook and Other Sites Manipulate Your Privacy Choices | WIRED
www.wired.com
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Privacy Zuckering... when “you are tricked into publicly sharing more information about yourself than you really intended to... Facebook... paid a $5 billion fine for making “deceptive claims about consumers’ ability to control the privacy of their personal data.” ... “dark patterns,” ... particularly insidious “when you’re deciding what privac…

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…

Dataminr Helped Police Use Tweets To Surveil BLM Protests
theintercept.com
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LEVERAGING CLOSE TIES to Twitter... Dataminr helped law enforcement digitally monitor the [BLM] protests ... with the latest whereabouts and actions of demonstrators... essentially surveillance by U.S. law enforcement entities, contradicting its earlier assurances... siphoning vast amounts of social media data ... converting it into tidy police …

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