I’m writing a content strategy for Design Club. We want to build a network of 50 after school clubs in 2019, and need volunteer mentors from the design community to help us. Designers tend to love the idea of what we’re doing – but most of them haven’t heard of us.
Brandwatch is great at tracking conversations over time on social media. And its new AI analyst, Iris, can pick out a spike in mentions of a specific word or phrase and give an instant summary of the things driving that surge: these could be links, influencers, pieces of viral content (videos, gifs or images) and/ or hashtags.
Design Club is a non-profit social enterprise and we need to find a low cost way to raise our profile. Social media is an obvious channel, but we need to use it effectively. As a starting point, Iris is helping me understand relevant conversations that are already happening online.
Open data is a nebulous concept. What does it actually mean? Openness is generally considered to be a good thing. And we all know data is valuable. So open data must be double plus good, right?
We tend to get confused about what’s “open” and what’s not (hardly surprising when few of us read the terms and conditions on anything). As Tim Berners-Lee pointed out at the fifth ODI Summit yesterday, most of us don’t realise we shouldn’t be using Google Maps on event invitations, because that data is copyright Google (he recommends we use OpenStreetMap instead).
At the same time as being trigger-happy with other people’s copyrighted data, we’re even more foolhardy with our own. What we really don’t want is what Sir Tim calls “promiscuous data” – that’s personal data which goes off in all sorts of directions we don’t want it to.
The Open Data Institute believes that open data is the glue society needs. It is campaigning to establish data as “an infrastructure not a commodity”. If we all share data and collaborate, we’ll save ourselves billions of pounds annually. But if we’re individually confused about what we should and shouldn’t share, the companies and organisations currently managing our data for us are even more conflicted.
I’m a lightweight user of Google Analytics. My questions are simple. What do people like to read? Which links are they clicking on? What keeps them coming back? My goals are to improve engagement and ensure the stuff I’m writing is relevant.
As a consultant, I have to understand what my audience wants. It’s good for me to know if something is useful or interesting. And if people like a particular topic, I can give them more about that. And less about things they don’t care about.
Social media analytics (eg Twitter, Facebook) are useful. But Google Analytics is invaluable once people have actually arrived on your website. It’s the best tool to measure user acquisition, behaviour and interests. If you haven’t already done so, read how to get started with Google Analytics.
Once you’ve set up Google Analytics for your website, here are 3 easy ways to track the effectiveness of your social media strategy.
I’m so gutted for Dan! He seemed like the one straight-up, trustworthy guy on Channel 4’s new reality show, The Circle (screenshot above). But Dan got nothing but public humiliation while his fellow contestant, Alex (aka “Kate”) walked off with the £75,000 prize.
In case you missed the show, which ended last night on Channel 4, here’s a summary: 8 contestants are holed up in an apartment block for 3 weeks, only able to communicate with each other via social media (using a specially made platform called The Circle). Every day they “rate” each other: the highest rated contestants become “influencers” and choose another contestant to “block” – or expel.
Dan and Kate quickly became friends, but Dan is being fooled. Kate is a catfish: she’s not a girl with a sweet face at all, she’s a “social media comedian” called Alex. At the end of 3 weeks, the highest-rated person wins. That person ended up being “Kate” (in part thanks to Dan’s consistently high ratings).
What should employers think about when writing a social media policy? How do you protect your brand? And how far are employees’ opinions your business? These were the questions posed by Richard Cook at the start of Monzo’s Open Office September on Tuesday.
It was great to be on the panel, along with journalists Holly Brockwell and Carl Anka and legal advisor Frances Coyle. Richard (a community manager at Monzo) chaired, and around 50 people attended. You can watch the full video above.
It was a great debate, with loads of input from the audience, and some passionate contributions on all sides. The main theme that emerged was that it’s not so much brands as employees who need protection.
Even before the Cambridge Analytica story broke in March, public trust in social media was at an all-time low. The Edelman Trust Barometer published in January reported concern around bullying, extremist content and lack of transparency, with only a quarter of the UK population saying they’d trust social media as a source of information.
The seismic shift in the way we see social media was summed up nicely by a former Silicon Valley executive speaking on Radio 4 this week (The New Age of Capitalism: the Attention Economy). James Williams was working in search advertising at Google, when he realised things weren’t right:
News sites and blogs are great sources of topical content which you can share with your social media followers. You can take a few minutes each day to scroll through your news feeds, pull out any stories that interest you, add a comment and share the links.
But don’t push out all your updates at once. This equates to spamming and is a surefire way to make people hit “unfollow”.
Instead, you can schedule your posts. This means your interactions will be spread out evenly over time. You reach more followers and, more importantly, you reach followers who tend to be online at different times to you.
Sharing relevant stories and articles is a great way to grow your network and connect with your customers on social media.
My clients often ask how to keep their social media channels topped up with engaging content. Most small businesses don’t have the luxury of a a full-time blogger or content creator: social media is usually something that’s shared throughout the team – or done by one or two people with other demands on their time.
An easy way to keep momentum going is to have a create and curate content strategy. It’s up to you what you want the split to be. Mine is probably 90/10 in favour of curated content (content from third party sources).
So it felt a little like deja vu last week hearing Ryan Shea (above, left) and Melanie Shapiro (right) on stage at CognitionX, championing Web 3.0.
Like its centralised, super-social predecessor, Web 3.0 is going to change everything. But Web 3.0 is decentralised – and we’ll not be sharing our data with anyone (unless we want to).
Web 3.0 will give us self sovereign identity – a core identity that represents us as individuals and is all bundled up with our own data, which we’ll have complete control over. As opposed to government or corporate issued identities (which are what we have now).
“I hope that one day you won’t take my job” says the journalist.
“I might reconsider” says Sophia the Robot.
Sophia’s comment is slightly threatening, but she follows it up with a super-sweet smile, and everyone laughs. [Watch the video]
That’s the thing about robots these days. They’re awkward, off-kilter, likely to come out with non-sequiturs, unpredictable in a cutesy way – but ultimately programmed to please and make us laugh.
Sophia the Robot is firmly in uncanny valley territory. Her skin is made of a flesh-like, nanotech material. She has cameras for eyes and a microprocessor for a brain. Her advanced AI (artificial intelligence) software enables her to have human-like conversations.
“Are you a person or a robot?” she asks the journalist. It seems like genuine curiosity.