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Evgeny Morozov: The ultimate social media skeptic

It’s easy to get excited about the potential of the Internet and social media to have positive impacts on our lives. We see proof of this every day, from the self education movement to the Arab Spring.

Yet there are downsides to all this connectivity as well. Evil forces can also use these tools to harm their enemies.

Evgeny Morozov has emerged as one of the leading wet blankets in this area. He seems to get a big kick out of making fun of people who get overly optimistic about the potential surrounding social media and political movements in general. His skepticism offers a healthy contribution to the discussion, though he seems to focus much of his energy on the wide-eyed evangelists. Most people are optimistic yet don’t see social media as a panacea. Yet we can all recognize that the balance of power has now been altered within nations once controlled exclusively by dictators. Unless a regime goes to the extremes taken in North Korea, which then necessitate a stagnating economy, it is now much more difficult to manipulate public opinion through state television due to the Internet and social media.

Morozov may have some valid points, but this fundamental change is striking fear in leaders around the world.

Best sites for renting rooms and vacation homes

The sunset view above was taken from my old apartment in Santa Monica. It was right on the beach and I suspect it would have been very attractive to rent on a nightly basis for days I couldn’t be there. The first site listed below didn’t exist at the time, but now people from around the world can rent spare rooms or entire houses or apartments using Airbnb.com with access to over 1 million people who might be interested.

We’v listed some of the best sites out there for renting rooms and vacation homes apart from your standard travel sites. If we’ve missed a good one (or a new one is launched) please let us know.

Airbnb.com
This site is getting all the buzz in this space. You can read much more about it on publications like Forbes and Fortune, as the founders have raised over $120 million in venture capital. The site is beautifully designed and very easy to use. It’s easy to post rooms or places to rent and it’s equally easy to find what you’re looking for. The site is also loaded with photos and users are ranked with feedback so you have some idea of the kind of person you’re dealing with.

HomeAway.com
This site is geared to vacation rentals, and the quality of the rentals seems to be excellent.

CouchSurfing.org
The ethos here is very different. The idea isn’t to make money but to connect with people who are traveling or find people willing to host travelers. It’s much more suited to the backpack set, and this nonprofit has created an interesting community of like-minded people.

HomeExchange.com
The name says it all here. We’ve seen this in the movies and the concept is pretty simple. Swap homes with someone else looking for travel and nobody has to pay anything.

Craigslist
It’s crude and simple, but it’s still an amazing resource. Go to any town and you can find places to rent right away, and you can move in often the same day.

Sublet.com
The design of this site hasn’t been updated in years and it shows. That said, you will find some good listings here, so it’s always worth checking out.

Rise of influence marketing

Remember Conan O’Brien’s tour, and how he launched it with one Tweet? Think about how much commerce is initiated now through the recommendation of friends through social media. These are examples of Influence Marketing.

I recently had the opportunity to exchange a few emails with Azeem Azhar, the CEO of a startup called PeerIndex that is focused on “Influence Marketing”. Founded in 2009, the company provides a service that helps consumers benefit from their passions, interests and influence particularly with respect to the services they get from companies and for brands and agencies to better identify effective and interested word-of-mouth advocates, something they call “Influencers”. It’s a service similar to the other big player in the place, Klout, with a unique spin.

According to Azhar “Influence marketing is going to be huge – and will become an essential part of the marketing mix over the coming years. In essence, influence marketing recognises that buyers trust other buyers, their friends and experts they know. “

A recent McKinsey report shed light on the trend indicating that word-of-mouth recommendations may be the primary reason for purchases in 20-50% of buying decisions. Further adding to the buzz, Forrester stated that 80% of all B2C and B2B purchases there is some form of word-of-mouth recommendation at play during the purchase cycle. If venture funding is any indication of the success, Klout, with its more than $40 million, leads the pack of companies looking to capitalize on this fast growing trend. Yet Klout isn’t alone in this fast moving sector. Several other start-up companies are quickly adding their own unique approaches.

We’ll see of this particular startup does anything, but the idea of influence marketing through social media is something that every company needs to consider.

Improve your Facebook fan page

Have you noticed that practically every major brand now has a Facebook page? Have you started a Facebook fan page for your own business?

If so, that’s great. Now you just need to make sure you’re using it effectively. If not, what are you waiting for?

As for tips, here’s a great article listing 10 tips to help you improve your Facebook fan page. The second and third items are particularly important, as you can create a sticky post with the “Pin to Top” feature and also highlight certain posts with the Star feature.

If you use these tools you’ll greatly improve your page. That said, the most important thing you can do is create consistently useful and entertaining posts that engage your audience and customers. if you have no idea how to do this, you should engage a consultant to help you with your social media branding. Firms like EXPbranding and PJs and Coffee and help you develop a strategy and implement on a daily basis.

Facebook falls flat

Facebook’s IPO certainly netted a ton of money for Mark Zuckerberg and his fellow founders. Here’s a breakdown from the home page of CNBC.com.

What Are Their Shares Worth?

CNBC REAL-TIME WEALTH TRACKER

Mark Zuckerberg – $19,253,605,209
Dustin Moskovitz – $5,111,539,856
Sean Parker – $2,662,984,684

But the stop barely budged from its IPO price by the end of the day. It’s not exactly the home run some expected for day one of trading.

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