Can social media micro-targeting techniques sway communities?

Written by Martin Head, Corsham Institute

The Friday of Digital Leaders Week (June 23rd), saw Corsham Institute’s ‘Social Media for Social Good’ event, chaired by CEO Rachel Neaman and hosted at Ukie, the Association for UK Interactive Entertainment, in Central London.

Our panel consisted of a disparate and fascinating mix of social media experts, Ros Lawler, Digital Director at Tate; Matt Hall, Anmama Founder and podcast producer; and Dr Charles Kriel, Ci’s Director of Digital Creativity.

The theme of the event included; how the latest social media micro-targeting techniques sway communities, how they can deliver fresh takes on culture and how creating the right creative media content can increase social sharing and impact.

As Rachel Neaman said in her opening remarks, social media is increasingly changing social interaction and recently there has been a polarisation of attitudes to social media; from the positive impacts of connecting many types of communities and increasing the reach of communications, to the negatives of fake news and algorithm manipulation. Therefore, it is vital that there is an increased level of debate over how social media can be used for social good.

Each panellist presented a short summary of their work, with their thoughts on where the world of social media is heading. We include them all here as separate podcasts, which are embedded from our Sound Cloud page.

If you want to add to the debate, then please do get in touch. Email us at [email protected], or tweet us @Corsham_Inst.

See the podcasts of the events and speakers here:


Ros Lawler:


Matt Hall:


Dr Charles Kriel:

This post first appeared here and was reposted with permission.

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