Thoughtline Bling: Links to Make a Basic Social Media Primer

Because more people are waking up to the fact that social media has the most disruptive communications potential since the printing press, and because I lead a brand publishing department at an ad agency, I'm often asked to recommend resources where people can learn the basics of social media marketing. Since I recently put this list of articles together again, and since I didn't write a proprietary word of the content, I thought I'd put it up here as a general resource for anyone needing a basic primer in Social Media Marketing. 

While there are a ton of tools out there to help people become more proficient, I think there are also some good readings to get the basics down. These are all articles. Good information on social media publishing is almost never in a book format - by the time the book is published, the social medium has shifted or the way it's used has changed. Below are some great online publications that will keep you up-to-date, plus some articles that cover the foundation.


  1. Social Media & Marketing Daily: 
  2. Ad Age Digital Updates (scroll to the bottom for the sign up): 
  3. Luxury Daily (beyond social/content, but provides and exceptional range of information on telling a robust story): 

The articles serve as a background primer for the state of social media and content marketing today, covering “right time/right place” storytelling. Note that this is a statement of where we are today, but that successful brands are adjusting the dial to create a culture-based platform from which all subsequent content will come.


  1. The building blocks of a content strategy:
  2. On the current state of the world’s largest community, and how Facebook is impacting every industry: 
  3. On the Facebook algorithm and why you don’t see everything your friends see:
  4. Most social audiences watch videos, but 85% of them do it without volume. This should inform one's approach to social video:
  5. This is why we should look to engagement as the key metric in identifying social content: 
  6. Entrepreneur’s take on navigating authenticity and the new etiquette for businesses in social media: 
  7. Entrepreneur, on the content hub and targeting: 
  8. A Content 101 oldie from Huffington Post, but it covers some basics: 
  9. An oldie from Forbes, but still relevant in terms of what social can do (The Top 10 Benefits Of Social Media Marketing): 
  10. Ad Age, on the golden rule of social & branded content: 
  11. Ad Age, on the current state of getting the right content to the right audiences as a marketing best practice, and measuring results: 


In Other News:

I've been thinking a lot lately about what's going on in the world, and how we can move beyond just talk and get into positive action that's impactful. I do think the most powerful social movements start with a conversation, though, and nowhere is that more easy to start than in social media. I want to help as many people as possible to use these channels effectively.

In the coming weeks I'll begin compiling resources to help individuals use social media to find networks and build coalitions for social change.

Let me know if you have any Social Media 101 articles to add to the list, or if you have any to add to a "social media for social change" list.

Until then... thank you, Drake.

Thought and Bothered: Links of May 8, 2016

Up this week: Trumpology, the singular approach to urban planning, an evolution in musical leadership, glorious new food trends, good content, and pigeons.

1. Who's out and who's in? This marks the first full week of a presidential campaign where Donald Trump is the only remaining candidate for the GOP. If you, like me and a lot of other people, would like to start trying to understand how this happened, let the research begin/continue. We have before us a case of tribal politics (to that end, this theory of the outgroup is so fascinating), obvious racism, unbridled PR churn, and a lack of accountability. I'm not just talking about the GOP candidates here: A free press is designed to bring fact to oration, no matter how sensational. As Nate Silver so nicely put it: "Any time a demagogic candidate wins a nomination, it suggests a potential failure of political institutions, including (but not limited to) the media." Finding the free press lacking,  Trump's win was based on exploiting republican social grievances. It's feeding into and off of public pain And, to an alarming extent, his twisting of facts has gone largely uncontested by ratings-chasing networks, but that pattern is starting to change. Let's hope that sticks.

2. And since we're talking about racism and the impacts of policy on society, no matter how well intended, I came across this article on the negative impacts of the urban planning work of Jane Jacobs. For anyone who has studied or worked in urban planning (I did), you know Jacobs as a pioneer in rebuilding communities. In school we were taught her theories and methods, we praised her results and modeled ourselves after her example in our mission to rebuild Main Street, USA and bring economic redevelopment back to urban and suburban communities. Turns out the best laid plans won't accomplish the intended results without the correct policies and laws behind them, nor without community inclusion: that's policy. Design doesn't solve all. It's half the partnership, and - as with the most fulfilling arrangements - opposites attract. She got half the equation right. It's our job to do the rest.

3. On to content. In any story, I'm always more interested in getting to the why than I am in focusing on the what. I also love stories about the creative process, and about the intention of the artist, so it should come as no surprise that I love a podcast based on musicology. If you haven't been listening to Switched On Pop, I highly recommend that you join me in this obsession. This week they are talking about Beyonce's Lemonade, and about Prince... which is also just about all I've been listening to during my vacation week, and these artists have been heavily on everyone's mind (and heavy in conversational rotation). Fun fact: after their Grammy's performance, Prince was inquiring into Beyonce's true music knowledge and was impressed that she wasn't "merely" a pop star. But he did suggest that she learn piano. And on the weekend of his death, she released Lemonade, which includes a track where she is singing and playing the piano.

4. Speaking of music... Radiohead. Last week, Twitter and Reddit collectively lost their mind when all the band's social posts from the past were deleted. Tumbleweeds rolled through Radiohead's Twitter, Facebook, and even their website (gasp!). But WHY?! Speculation ensued. They effectively built content by removing all content, priming audiences to pay attention and creating a "clean slate" for their new album, which was released last week. Radiohead is not just a band. They are a business with a surprisingly complex corporate structure, complete with a sophisticated marketing strategy that consistently gets people to pay attention. So now the Radiohead Reddit can get back to analyzing the album. I need more time.

5. Google launched a report on the latest food trends based on search, and this is infinitely interesting. This will be great for anyone experimenting with food, or working to make relevant culinary content. Fun facts:

  • Jackfruit (#3 trending useful food) is a vegan pork substitute that we will all be eating soon.
  • Manuka honest (#4) is all you need for a hydrating, antibacterial face mask, according to my favorite facialist, Britta. 

6. Here's some bad news: your headlines suck. But they don't have to. Here's a whole list on every tip you can imagine to write better headlines, but I'll say that I think this post applies to social media captions, as well. The second-to-last infographic wins it for me. Now I'm going to tell my team to write 25 headlines for each article. They are going to love that!

7. Point #6 matters more because Facebook is changing their algorithm again, and this time it's going to prioritize quality content. Yep, that's right. So now, not only do your headlines have to improve, but your content has to get better, too. That means a few things, which Tim Cigelske beautifully capture in the link above. In summary:

  • Don't make unnecessary content. Say what you want to say, and say no more.
  • Don't make each paragraph increasingly boring. Pepper the good stuff throughout.
  • Get rid of your slideshows because they take effort to navigate, and that's annoying.
  • Preview the good stuff upfront.
  • Leave a treat at the end.

If you prefer the podcast, here it is:

8. Events! Have you ever wanted to see a pigeon ballet? Neither have I. Until now. Artist Duke Riley is conducting a performance over the Brooklyn Navy Yard on Thursday, Friday, and Saturday nights through June 12 and his performers are 2,000 pigeons outfitted with LED lights. According to the New York Times, "Despite clouds and chilly temperatures, the birds’ performance was a revelation, a touching unity of human and animal behavior, with sky, water and the city." On that note, et tickets through the Creative Time website. Your snapchat will thank you. Wear a hat.

9. And finally, The McKittrick Hotel is doing a new interactive party series called Supercinema. The first one is a Great Gatsby theme. You come as a character inspired by the film (book), and get a night of dancing, performances, and an open bar. It's on May 21, but space is limited. Gatsby Supercinema tickets are here.

Have a great week!