Category: New Media (Page 13 of 23)

Managing a brand online and on social media

As the Internet evolves and social media continues to take over our lives, brands have a huge opportunity to engage their customers, but there are pitfalls as well. This area is very new, and there will inevitably be pitfalls along the way. Brands can’t just hand this over to an intern who floods the social media world with tweets and updates.

Here’s some useful information from The New York Times:

A new study just released by ExactTarget and CoTweet finds that more than 90 percent of consumers have “broken up” with at least one brand via Facebook, email or Twitter.

The study surveyed 1500 consumers and found the most common reasons given for a social media breakup are that the company sends too many messages (“The stalker”), the consumer receives too many messages in general from companies (“The belle of the ball”) or the company’s communications become boring and repetitive (“The spark is gone”).Around a quarter of consumers are more mercenary and “only after one thing”. They sign up to receive messages from a brand only to receive a one-time offer and then opt out.

Consumers who follow a brand through Facebook and Twitter are also much less likely to formally indicate that they are no longer interested in receiving information from a company and just ignore it (“not returning your calls”).

Basically, brands have to treat social media like any other interaction with their customers. You have to engage customers, not flood them with useless information. Take it easy on the updates, and make them all meaningful.

Google’s flaws lead to Huffington’s huge payday and Demand Media’s IPO

The Huffington Post sold for $315 to AOL this week, and Demand Media recently completed an IPO. In many ways, these events validate the strategy of gaming the system. Google is a beast that can be gamed, and both these operations did it very well.

HuffPo is notorious for hysterical headlines and their lefty slant, but they were also very well organized and filled a void in the marketplace. In many ways they deserve their success. But, a big part of their success has to do with gaming Google’s search results. Their editors find interesting stories, do a post on it with a link back, but HuffPo usually gets all the search traffic. The other sites usually don’t complain, because links from HuffPo provide really good traffic as well.

Demand Media also fills a void, as they use their own algorithm to find potential search results that need to be filled with content. Then they pay know-nothing writers (well, I guess some of them know what they are writing about) to create a short article covering the topic. AOL is even trying to copy the strategy. Many now refer to sites like Demand Media as content mills, and Google might be addressing the issue, but Demand Media has already scored their IPO and Google’s search results are littered with lame content at the top.

Gaming the system pays.

Google and the content farms

A recent blog post from Google discusses renewed efforts to take on spam in the search results, but also goes on to say that Google will try to address the issue of content farms.

As “pure webspam” has decreased over time, attention has shifted instead to “content farms,” which are sites with shallow or low-quality content. In 2010, we launched two major algorithmic changes focused on low-quality sites. Nonetheless, we hear the feedback from the web loud and clear: people are asking for even stronger action on content farms and sites that consist primarily of spammy or low-quality content. We take pride in Google search and strive to make each and every search perfect. The fact is that we’re not perfect, and combined with users’ skyrocketing expectations of Google, these imperfections get magnified in perception. However, we can and should do better.

The issue of content farms has been in the news even more lately as Demand Media expands its growth and tries to complete an IPO. There are scores of articles covering the strategy, and you can start with this article on TechCrunch from Ashkan Karbasfrooshan from WatchMojo.com as he addresses the quality and cost issues of online content. We also addressed the issue back in 2009 when we addressed AOL’s strategy to emulate Demand Media.

Hopefully, Google is serious about this. There’s no reason a short article on a subject written by an unknown teenager for $10 should be #1 in Google ranking just because it’s posted on a URL owned by AOL or Demand Media.

Why legalizing online poker is good policy

playing poker

Online poker is huge business on the Internet, but American companies are prohibited from participating due to a bill slipped in by the Republican congress back in 2006. Now, Harry Reid is trying to reverse that by legalizing online poker in the lame duck session.

While the odds are against him with opposition from the holier-than-thow Republicans, the chance still remains as more commentators are pointing out the benefits of changes in the law.

Christopher Beam lays out some of the arguments in favor of poker legislation.

Let’s start with the most obvious reason to permit online poker: It happens anyway. An estimated 7 million Americans already log on to poker sites every month, according to one study. But the sites they visit operate outside the purview of U.S. law because they’re located offshore. That means players aren’t protected from fraud or cheating. If they get fleeced by another player, their only recourse is to complain to the site. Gambling sites like Poker Stars and Full Tilt Poker are self-policing. If someone’s perpetrating a fraud scheme, it’s up to the sites to punish them. They usually do—after all, they want to protect their reputations—but it’s not a foolproof system. When an employee at a site called Absolute Poker allegedly cracked the system and looked at everyone’s cards, he was caught, but the money he won by cheating wasn’t recouped. If one of the poker companies disappeared tomorrow and took all its customers’ money with it, they’d have no recourse.

Reid’s bill would bring all this activity under the regulatory umbrella: Set up a licensing system, create standards for who can play, and enforce the rules.

Legalizing the game would also raise tax revenues. The Joint Committee on Taxation scored an online gambling bill sponsored by Rep. Jim McDermott, D-Wash., as generating $42 billion for the federal government over 10 years, and $30 billion for state and local governments. That’s probably a little high, since it would legalize not just poker but all Internet gambling and since it assumes all 50 states opt in, says John Pappas, executive director of the Poker Players Alliance: “I think more realistic is between $15 and $20 billion over a 10-year period.” That’s not going to eliminate the deficit. But it’s enough to make lawmakers look twice. Whatever the tax revenue, critics of online gambling argue that the social costs of legalization could be even higher. Chad Hills, a spokesman for Focus on the Family, pointed to an admittedly rough estimate that legalizing online gambling would create $25 billion annually in social costs—aggregate losses from bankruptcy, crime, and other negative impacts of gambling addiction.

The strongest argument should be the libertarian one – why should the government be telling us how we can amuse ourselves? Of course, the religious right loves to tell us what to do, and it will be interesting to see if we’ve reached a tipping point where poker players say enough!

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