Web 2.0

Anything related to web 2.0

May 10, 2010 | Lee Schwartz: Facebook Advertising: Come Sail Away

These days, making a media buy for something as simple as a weekend sale can be as awkward as listening to Betty White introduce Jay-Z.

April 13, 2010 | Lee Schwartz: Eight Ways To Screw Up Your Facebook Fan Page

1. Look stupid.  Ever drive by a business’s marquee and they spelled a word wrong or used obviously-incorrect grammar? Are you going to trust that same place to cook your chicken to the proper temperature? Probably not, and misspelling words on your Facebook Fan Page will have the same effect.  Always remember, according to an overused AM radio ad, “People judge you by the words you use…”

2. Be boring. It’s SOCIAL media, people. It’s not solitaire, it’s a turn-based strategy game. You’re developing a community here…and you need to have a personality. Posting nothing but information about this week’s sale will get you a following of nothing but people who care about this week’s sale. If you want to grow your audience, you need to say something relevant—possibly to multiple audiences. Be a resource, not on a soapbox.

3. Don’t know your audience.  Your online/Facebook audience might not be the same people who come into your store every day. Here’s a good rule of thumb: If your typical customer is over 40, it’s pretty safe to say that your online “customer” is younger than that. In the case of businesses like casinos, newspapers (and other older-demographic businesses), chances are your online demo is MUCH younger. Make sure your content delivery reflects this. And preach to the spontaneous!

4. Familiarity can breed contempt.  Ever over-indulge? Me too! And when I like something (when Civilization V comes out later this year you won’t see me for a week, or eating the Ba Mee Gaeng at my favorite restaurant three times/week), I tend to burn myself out on it. Is updating your fan base going to overwhelm them?  Are they going to feel like there’s no reason to stop in to the store to see “what’s new” anymore?

5. “Out To Lunch.”  Don’t update with any regularity. Just like in every other relationship you have in life, silence will usually end it. And they won’t come back when you decide you DO have the time. If you don’t have time to update your page, then don’t start one.

6. You can lose your cool.  Some businesses benefit by being mysterious. Some create a buzz by making people wonder what they’re up to? If this is the case with your business, make sure your social media guru isn’t leaving you naked.

7. Smothering your customers. There is a bar here in Fargo that—every Tuesday morning—takes care of all of their fan requests and sends out a different special for each day of the week. Think about it—this places eight straight updates on my News Feed—and the News Feed of every fan they have. Although fans have already shown a loyalty to you, annoy them more than once and you stand the chance of losing them forever. You need to have a system for content delivery that includes the right frequency of messages sent out.

8. Don’t link back to your website. Um…isn’t the idea of having your business online to eventually SELL more stuff? Even if you don’t sell through your website, it should be a much richer experience than just visiting your Facebook page. You should have a linking strategy for your Facebook page that mirrors your website’s strategy.

March 23, 2010 | Lee Schwartz: The Minnesota Twins on Facebook and Twitter

In what is quite possibly the kindest thing any Kansas City Royals fan has ever done for fans of their rival (and I use the term “rival”  because I’m still stuck in 1985) Minnesota Twins, I have handed you the keys to following your Minnesota Twins this season via the two most-popular social networks, Facebook and Twitter.


February 28, 2010 | Lee Schwartz: Sports Are Now “Must-Tweet TV”

Today is the day the gold medal hockey game (USA vs. Canada) is being played. There’s also a NASCAR race on about that same time, and many college and basketball games being played across the country.

Actually attending these events is still considered the pinnacle experience for the sports fan. Beyond that, HDTV has made sports bars (and Best Buy) a lot of money.

But for many, the combination of their own HDTV and Twitter is their new favorite way to watch the “big game.” Now—sitting alone in your favorite chair—you can discuss the game with dozens of sports fans, just like you were at the game or sharing a beer at your favorite sports bar.

January 29, 2010 | Greg Ness: You Are No Longer In Control And That’s OK

I’ll let Alexis Ohanian, co-founder of Reddit, explain in this short, 4-minute TED Talk…

January 14, 2010 | Lee Schwartz: The Mayor of You: Managing Your Social Networks

Most of us are experienced social network users by now. But I’m finding that what was once a terrific way to keep in touch with colleagues, friends, and relatives has grown into something that’s almost unmanageable itself.

“Serenity now.”

January 04, 2010 | Lee Schwartz: School Alumni Foundations vs. Facebook

Alumni foundations used to have it good. Sure, it wasn’t always easy keeping track of alumni through their various moves and careers, but for a long time foundations were able to control their “brand” and messages through the traditional vehicles: newsletters, school magazines, email newsletters, and direct mail. The only source of information (and the only way to contact their former classmates) was through the school itself.

Then along came Facebook.

December 14, 2009 | Lee Schwartz: Does a Casino Gamble by Being Social?

(And yes, I HAD to include an obvious analogy in the title, just to be clever.)

Facebook and Twitter and the multitude of other social networks are now mainstream enough to reach well into older demographics (which really happened about the same time your Mom became your Facebook friend). Since casino’s typically have much older-than-average demographics than typical businesses, they’ve been a little slower to the gate in setting up fan pages and becoming interactive with their players.

October 01, 2009 | Lee Schwartz: The Down-Low About Hi5

I’m guessing the list of what you don’t know about the social networking site Hi5 is long?

September 18, 2009 | Greg Ness: Top Web Trends

If you had any interest in the Tim Berners-Lee TED Talk post a couple of weeks ago (Where The Web Is Headed), you should find this new presentation from Tim McManus of ReadWriteWeb to be helpful and certainly supportive of Berners-Lee’s predictions.

August 31, 2009 | Greg Ness: Where The Web Is Headed

Tim Berners-Lee is credited as one of the main inventors of the World Wide Web. With an accomplishment like that on your resume, people tend to sit up and take notice when you have something to say – notably when that something is about The Next Web. In this compelling TED talk, Tim discusses what will be the next evolution of the Web: linked data. As the TED video summary says, “open, linked data…could do for numbers what the Web did for words, pictures, video: unlock our data and reframe the way we use it together.”

June 30, 2009 | Jason Gibb: Firefox 3.5 Released Today

Here is some great news to wrap up your June: Firefox 3.5 was released today. This new version of the popular browser from the Mozilla team includes a host of slick features…