Editorial Team Quotes

Mosseri’s answer to the important question was perfect by Facebook standards: “Technology isn’t good or bad—it just is,” he wrote. “Social media is a great amplifier. We need to do all we can responsibly to magnify the good and address the bad.” But nothing “just is,” especially Instagram. Instagram isn’t designed to be a neutral technology, like electricity or computer code. It’s an intentionally crafted experience, with an impact on its users that is not inevitable, but is the product of a series of choices by its makers about how to shape behavior. Instagram trained its users on likes and follows, but that wasn’t enough to create the emotional attachment users have to the product today. They also thought about their users as individuals, through the careful curation of an editorial strategy, and partnerships with top accounts. Instagram’s team is expert at amplifying “the good.” When it comes to addressing “the bad,” though, employees are concerned the app is thinking in terms of numbers, not people. Facebook’s top argument against a breakup is that its “family of apps” evolution will be better for users’ safety. “If you want to prevent interference in elections, if you want to reduce[…]

This is Brad’s function, thinks Sheldon. This is why I hired him. To make sure the stories hit their readership targets without annoying the sales team, to keep the editorial people in line, most especially Frank.

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The CIA again used public health workers in Pakistan in 2011. According to an editorial in Scientific American, titled “How the CIA’s Fake Vaccination Campaign Endangers Us All,” the CIA, hoping to identify Osama bin Laden’s family, used a sham hepatitis B vaccination project to collect DNA from residents in Abbottabad who were living close to bin Laden’s suspected hideout (1). After bin Laden’s capture and death on May 2, 2011, the fake scheme came to light, and villagers along the Afghanistan-Pakistan border chased off vaccination workers, accusing them of being spies. The misuse of public health workers had repercussions. In December 2012, nine female Pakistani workers were gunned down while administering polio vaccinations, prompting the UN to withdraw vaccination teams. A similar attack occurred in Nigeria in February 2013, when nine female vaccination workers were massacred. These attacks are presumed to be retaliation for the vaccinator ruse in the capture of bin Laden. In January 2013, several deans of US schools of public health signed a letter to President Barack Obama stating their belief that public health programs should not be used as cover for covert operations and urging the president to assure the public that this type of practice would not be repeated (2). The president did not respond.

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At the end of the day, the age of total transparency generated by the social media is only going to make our industry “cleaner,” and our role will be reduced to conveying our clients’ messages to their own clients in the most creative way possible. Hence my notion of the PR agencies as something like editorial teams.

Jon Slade, chief commercial officer of Financial Times, told Digiday, “We dialed up our marketing on a real-time basis. We were looking at buying patterns, opportunities in social, and spending our marketing budgets in pretty aggressive ways in an attempt to try and dominate a story. We then made sure that didn’t conflict with the efforts of our audience engagement team, so there was constant dialogue between audience engagement and editorial, and between marketing and acquisition.” There is at least as much innovation and creativity happening in FT’s acquisition efforts as there is in its exceptional journalism. FT also has a simple but brilliant formula for gauging reader engagement. Borrowing from the retail sector, they score every one of their readers on the multiple of three factors: recency (when did they last visit?), frequency (how often do they visit?), and volume (how many articles have they read?). Low scores indicate churn risks that their promotions group can approach with discount offers.

Just as YouTube started with manual curation, most networked products can start with manual efforts. This means exercising editorial judgment, or allowing users to curate content themselves. The App Store has millions of apps, so when Apple releases a list of “Apps of the Year” in the App Store, it aids discovery for consumers but also inspires app developers to invest in the design and quality of their products. Or platforms can leverage user-generated content, where content is organized by the ever-popular hashtag—one example is Amazon’s wish lists, which are driven primarily by users without editors. Similarly, using implicit data—whether that’s attributes of the content or grouping the originator by their company or college email domain name—can bring people together with data from the network. Twitter uses a hybrid approach—the team analyzes activity on the network to identify trending events, which are then editorialized into stories.

Others, including myself, felt Donald Trump’s victory would be a catastrophe. Before the election, I joined with my colleagues at Foreign Policy to publish the magazine’s first editorial in its fifty-year history to ever take sides in a presidential election. On behalf of our editorial team, I wrote that we felt it necessary to make “clear the great magnitude of the threat that a Donald Trump presidency would pose to the United States. The dangers Trump presents as president stretch beyond the United States to the international economy, to global security, to America’s allies, as well as to countless innocents everywhere who would be the victims of his inexperience, his perverse policy views, and the profound unsuitability of his temperament for the office he seeks.

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Have a Brainstorming Session Brainstorm every question you’ve ever been asked by a prospect or customer. Focus on their fears, issues, concerns, and worries. State them on paper exactly as the buyer would ask (or search) them, not the way you (as the business) would state them. Once you’ve completed this list, you have the foundation for your entire digital marketing editorial calendar—be it articles, videos, podcasts, and so on—to put on your company website. Note: If you struggle coming up with these questions, there’s a frank reason why—you’ve lost touch with your ideal customer or client. If this is the case, it’s time to get with your sales team, customer service team, and everyone else, and relearn what your ideal customer wants to know to be able to make an informed buying decision.

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The New York Times goes on to editorialize: “The Pentagon study does not deal at length with a major question. Why did the policy makers go ahead despite the intelligence estimates prepared by their most senior intelligence officials?” These brief statements are truly amazing and in some respects may be among the most important lines in the entire New York Times presentation of the Pentagon Papers. They show how deeply the clandestine, operating side of the CIA hid behind its first and best cover, that of being an intelligence agency. How can the Times miss the point so significantly? Either the Times is innocent of the CIA as an intelligence organization versus the CIA as a clandestine organization, a highly antagonistic and competitive relationship, or the Times somehow played into the hands of those skillful apologists who would have us all believe that the Vietnam problem was the responsibility of others and not of the CIA operating as a clandestine operation.

This was a place whose newspaper published not only a daily prayer on its front page but near-constant caricatures of an idiotic Barack Obama on its editorial page, and where a six-foot-tall granite monument of the Ten Commandments would soon be erected next to the state capitol.

Kingsfaction stalwarts in various editorial teams. Fame, she says, is how a ruling class conditions artists to docility and incorporates their work to lesser ends. Sedition, unrest, and even revolution are useful to political actors currently out of power.