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Overview: Online Community Management

Convening a community can be the most powerful communication tactic there is.

Online communities offer enormous opportunities to the right organisation. Community members are far more likely to read your content, think of your organisation, give you feedback, share your content, attend your events, get involved in your programmes, and buy your products.

On the other hand, convening a community is hard: few people have time for more than a couple of online platforms in their lives, so attracting them to yours means you need to be uniquely useful to them.

That generally requires a change of mindset and new internal processes across the organisation, because it’s not your community - it's theirs. And getting their involvement means really listening to what they have to say, and then visibly acting on it.

I built the EU Commission’s first online community in 2002, and have built many more successful ones since. If you’d like to chat, get in touch.

More services: start with Communication strategy.

Relevant resources

A privacy war is raging inside the W3C - Protocol — The people, power and politics of tech
www.protocol.com
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Fascinating longread: "inside story of how the W3C ... became a key battleground in the global fight for web privacy", covering:how a few companies (browser engineers) traditionally dominate W3C (pre-vote) conversations,new & disruptive entrants to W3C working groups fighting to save existing ad-tech models following Google's la…

Feeling Stuck on Twitter and Facebook? So Is Everyone Else. - The New York Times
www.nytimes.com
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Common complaints about social media platforms "sound contradictory. They’re:accelerators for extremism that simultaneously uphold suffocating consensuswastes of attention and should play a smaller role in people’s lives; however, they also need to be improved, refined and purged of bad actors, advanced surveillance machines ... routinely s…

Facebook Banned Holocaust Denial. What Took Them So Long? | Time
time.com
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Facebook's now explicitly banning "any content that denies or distorts the Holocaust, after years of allowing people to deny that the genocide occurred", reversing their longtime stance of not trying to define truth.According to "Facebook’s former head of global elections integrity for political ads ... [Zuckerberg] still seems…

US election campaign technology from 2008 to 2018, and beyond | MIT Technology Review
www.technologyreview.com
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Tours election technology from 2008 to 2018 "and beyond".2008: Obama integrated e-mail, cell phones and websites to both convey the candidate’s message and enable his supporters to connect and self-organize - supporting grassroots community. MyBarackObama allowed users to form groups, raise money, organise events, get info on local vote…

Facebook removes troll farm posing as African-American support for Donald Trump
www.nbcnews.com
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foreign pro-Trump troll farm was based in Romania... Facebook... didn’t see “clear evidence of financial motivation” or “clear links to known commercial actors...separate troll operation, tied to pro-Trump media organization Epoch Media Group, featured 303 Facebook accounts, 181 pages, 44 Facebook groups and 31 Instagram accounts... followed by mo…

Facebook removes 3 white supremacist band pages — leaves 117 others
thenextweb.com
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a new Al Jazeera investigation that identified 120 Facebook pages — with a total of over 800,000 likes ... Facebook frequently talks up its algorithm and moderators for catching a lot of hateful content — but ... some of these pages have been online for a decade.

When It Comes to Managing Online Content, Americans Want It All. Can They Get It? – Knight Foundation
knightfoundation.org
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8 in 10 Americans do not trust social media companies to make the right call on what content to leave up or take down. Yet a majority still favor letting companies make the call rather than letting government decide... Section 230 ... protects digital platforms from legal liability for third party content... [except] illegal content... child porno…

08/07/2020
The secret lives of Facebook moderators in America - The Verge
www.theverge.com
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a workplace that is perpetually teetering on the brink of chaos... people develop severe anxiety in training... struggle with trauma long after they leave... conspiracy videos ... gradually lead them to embrace fringe views... By the end of 2018... more than 30,000 employees working on safety and security — about half of whom were content modera…

Why Facebook’s approach to misinformation ultimately fails
medium.com
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Facebook needs to engage its users in more substantive acts of participation. ... mistakenly assumes that locally respected fact-checking NGOs can supply the trust Facebook itself is lacking. But NGOs lack standing... In a liberal democracy, NGOs can legitimately elevate arguments and offer counterarguments to government positions... we assume arg…

The Future of Facebook
medium.com
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If Facebook is to thrive ... it’ll need to evolve. Here’s where we think it’s heading… developers and platforms ... will be unable to post content on behalf of personal Facebook profiles... can only post to business profiles and pages on both Facebook and Instagram... Facebook might be hoping that more unique content shared by users, reaching mor…

How Mark Zuckerberg Can Save Facebook — and Us
www.nytimes.com
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The same amazing tech that enables people to forge deeper relationships, foster closer communities and give everyone a voice can also breed isolation, embolden racists, and empower digital bullies and nefarious actors.... used with great accuracy and potency “to assault... truth and trust... our personal foundations — our privacy and sense of ide…

It's the (Democracy-Poisoning) Golden Age of Free Speech | WIRED
www.wired.com
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the capacity to spread ideas ... no longer limited by access to expensive... infrastructure. It’s limited instead by one’s ability to garner and distribute attention. And right now, the flow of the world’s attention is structured... by just a few digital platforms:... tincreasingly stand in for the public sphere itself... at their core... They’re …

Crowdsourcing trusted news sources can work — but not the way Facebook says it’ll do it » Nieman Journalism Lab
www.niemanlab.org
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crowdsourced trustworthiness ratings are actually much less effective if they exclude the ratings from people who are unfamiliar with a given site. Which is what Facebook plans to do.. “a lack of familiarity is an important cue for untrustworthiness... Excluding ratings from participants who aren’t familiar with a given news source ... “dramatical…

How Facebook could really fix itself
theconversation.com
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Facebook will rely on users to rate how trustworthy groups, organizations and media outlets are... Leaving trustworthiness ratings to users without addressing online political polarization risks making civic discourse even more divided and extreme... Facebook needs to take responsibility for the content it publishes and republishes. It can combine…

Facebook will now ask users to rank news organizations they trust
medium.com
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it will rank news organizations by credibility based on user feedback... trust rankings will emerge from surveys ... Google announced it would cancel a two-month-old experiment, called Knowledge Panel, that informed its users that a news article had been disputed by independent fact-checking organizations... Facebook learned the wrong lesson fro…

News Feed FYI: Helping Ensure News on Facebook Is From Trusted Sources | Facebook Newsroom
newsroom.fb.com
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In 2018, we will prioritize News from publications that the community rates as trustworthy... that people find informative... relevant to people’s local community... We surveyed ... people using Facebook across the US to gauge their familiarity with, and trust in, various different sources ...

We’re creating a Facebook Group to debate American politics
medium.com
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with a group, I as a community editor will have much more control and freedom over managing the discussion.... Here are some of the more interesting ways that publishers are using this feature:

The power to build communities, a response to Mark Zuckerberg
hackernoon.com
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Facebook ... can never be, a platform where people have the power to build anything... the company’s main focus ... analyzing your data and showing you ads in exchange for advertiser’s money. A future where Facebook is the global social infrastructure, is a future with no refuge from advertising and number crunching... the future of social media …

Which Facebook Pages see the most engagements per post?
www.newswhip.com
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the Facebook Pages seeing the biggest average engagements per post across news, interests, politics, and more

7 Ways to Supercharge Your Audience Through Facebook Comments
www.newswhip.com
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readers could only remember where they saw a piece of news from, 56 percent of the time... how can you make your content stand out?... an actively engaged community is key. Content that disrupts a user scrolling through the newsfeed, and compels that person to comment, is a far more memorable experience.

The Mark Zuckerberg Manifesto: Great for Facebook, Bad for Journalism - The Atlantic
www.theatlantic.com
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Zuckerberg uses abstract language in his memo—he wants Facebook to develop “the social infrastructure for community,” he writes—but what he’s really describing is building a media company with classic journalistic goals... “for keeping us safe, for informing us, for civic engagement, and for inclusion of all.”,,,an assumption that news... will con…

20/02/2017
Here's Why The Washington Post Is Growing On Facebook
www.newswhip.com
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20.1 million Facebook engagements on the 10,818 articles... a huge 68% jump in engagements from November 2015... the Post produced more articles... what’s really changed is the average Facebook engagement rate ... from 1,092 Facebook engagements per post in 2015 to 1,293 ... Fostering organic engagement on Facebook. Writing descriptive headlines …

16/01/2017
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
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…

Facebook Signals Institutions Are Out, Individuals Are In | DigitalNext - AdAge
adage.com
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News Feed Changes Mean Brands Should Invest in Facebook People More Than Pages... The News Feed algorithm is a lagging indicator, not a leading one. It now properly reflects what study after study shows the public truly values: relationships... No organization will ever be on the same footing as peers... Invest in Facebook people, more so than p…

How Gawker is pulling comments into its Facebook Instant Articles
digiday.com
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Gawker built a tool that pulls in the top 10 comment threads from its network of sites and displays them at the end of its Facebook Instant Articles... [and] Accelerated Mobile Pages... It’s not possible to comment straight on the Instant Article; people who want to add to the discussion have to log in on Gawker’s own sites. Disqus supports Googl…

Facebook’s Trending Topics and the growing power of the funnel filter
www.niemanlab.org

Ironically, with the widening of (national) news choices that the Internet has spawned, we’re depending on fewer pipelines of news. It’s a narrowing of the filter funnel...t as troubling as the filter bubbles that used to occupy our concerns, but likely more potent. As those pipelines narrow, necessarily, the decision on what is news, and what is …

The long-term effects of ugly political discussions on Facebook
arstechnica.com
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Study shows political discussions are ruining Facebook and friendships... users who try to talk about politics on Facebook are often surprised by the political opinions of their acquaintances... a diverse set of opinions among a user's friends makes everyone want to speak up less...Facebook has a low threshold for “friending” ... can bridge togeth…

How To Improve Facebook Engagement
buzzsumo.com
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we analyzed over 1 billion posts from 30m brand pages on Facebook.

07/03/2016
Financial Times aims to transform its opinion section
www.journalism.co.uk
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bringing new technology into the newsroom to change how the outlet commissions and publishes opinion pieces ... expand the coverage beyond just text, into visual story formats that can be accessed and shared across different platforms.... the FT's comment section is a "huge source of strength and a very valuable asset".... a new Facebook commu…

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