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February 3, 2012 / Tom Brown

Will the Super Bowl commercials make the successful jump to Social Media this year?

SM Logo Football

The Super Bowl commercials have almost become more important than the game itself. And to people that don’t care about football, that is true. In fact, it seems like the Super Bowl is the one time a year that people actually watch the show JUST for the commercials, my wife being one of them. An advertising executives dream, people want to be bombarded with great ads AND they pay attention to them. Hence the reason for the ad going for a whopping $3.5 million for 30 seconds. And that does not even include the cost of paying for the celebrities, production, and other incidentals.

The trick this year is to get more than your 30 seconds of fame with the commercial.  Last year, Best Buy’s commercial featured Justin Bieber and also had the ad available on the web, and for their efforts the commercial was seen more than 35 million times within a few days AFTER the Super Bowl, and they claim 1.3 billion consumer media impressions. WOW! I would say they got their money’s worth.

Millions of Americans watching the game will have at least one connected device active with them. Some will have multiple devices, like me. Think smart phones, laptops, tablets, ipads, and smart cable/TV box devices.

Beyond the normal aspect of a commercial, how can we deem a successful crossover onto the web and Social Media? From a business perspective you need to have specific goals beyond simple likes and page views, you really should have a simple call for action, if you are selling items, you need to ask/offer the close.  From a consumer perspective, you need a reason beyond the simple call “visit our website/Facebook page at . . .” Consumers want to be entertained, they way value, they want surprise, and now with Social Media, they want to be ENGAGED.

A successful transition will incorporate some or all of the following strategies:

Twitter and hash tags. I think you will see a LOT more celebrities this year because of THEIR followers. More than a few of the A-List celebrities have millions of followers. Beyond the simple use of listing a hash tag on the commercial itself, what will the companies do? In fact, the Super Bowl Committee actually has an official twitter hash tag, #social46 (I like tweetchat.com). Check it out and join the conversation.

Sneak Peeks. Multiple companies have already released parts of their commercial or even the entire commercial. Beyond the buzz of seeing the commercial, how are these businesses engaging the viewer? Ferris Bueller parody “Matthew’s Day Off” is a great example. By doing it this way they are also avoiding the 30 second limitation of the Super Bowl commercial on TV. The Matthew’s Day Off actually runs 2 minutes and it is all entertaining.

Story Continuation / The Tease. GoDaddy has been using this strategy for a while. They start the story on the commercial and leave you hanging. If the story has a good cliff hanger, then you will want to see the end.  Now what the company does after they capture your eye on their website or Social Media page is the real trick. And best of all for GoDaddy, they ask for the close at the end.

YouTube/Vimeo. Beyond posting a copy of the video and encouraging feedback. What will companies do with this platform? Will they solicit parodies? What about “you finish the story/video” contest? Maybe a vote for the best of the x number of commercials.

Facebook and Facebook Apps. Coca-Cola is using a Facebook application and a Sneak Peek type of strategy by asking you to RSVP to their Super Bowl party. I am pretty curious about this one. I like that they will be offering the ability to send congratulations / condolences Coke coupons. A great close and a way to capture emails.

Company Website. For this to be effective they will need either a niche landing page or even better, customize the home page for a week or so to continue the campaign. Using coupons, free trials, discounts, or some other creative technique to sell their service, item, or collect email address.

Did not even TRY. This one will be the most disappointing.  And I suspect a lot of local/regional advertisers will fall into this category. For example, a local business will play a commercial and then end it with “we are on the web at . . .” and when you go to that site all you get is their regular site and no effort at all to engage the new customer. To me this is a big fail. It is better to try something and learn from it, than to not do anything. The business will be spending a lot of money; they might as well try to capture something from their potential customers.

It is difficult to determine what is considered a successful Social Media crossover. A lot of depends on what the expectations of the business are. At a minimum, the business should offer some enticement in exchange for the customers email address. Making sure to promise not to spam. The  next step would be to continue the engagement/conversation well past the Super Bowl. And finally, make sure there is a call to action or a call to close/buy.

I encourage you to judge the individual commercials from your perspective, but it is also nice to see what other people are thinking of them also.  Here are some a few resources to consider:

  • YMarketing has a Super Bowl Social Brand Scoreboard Report.
  • BlueFin did a nice analysis of Social Media and the debates, I am sure they will have a review of the Super Bowl.
  • TechCrunch did a great write up last year.
  • Tim Wilson also did a great review of last year Super Bowl ads. I look forward to his perceptions for 2012.
  • I am curious to how others will be measuring the Social Media results. So if you find a good story on the measuring, please share it with us.

And if the commercials themselves are not enough Social Media, Super Bowl 46 has an official Social Media Command Center. Here are those official links:

Facebook: facebook.com/indysuperbowl2012
Twitter: twitter.com/superbowl2012
Youtube: youtube.com/user/superbowl2012
Blog: indianapolissuperbowl.com/blog
Flickr: flickr.com/photos/indianapolissuperbowl
Foursquare: (They will actually be monitoring multiple locations)

Keep the conversation going. What are your thoughts? Will you be ‘connected’ on Sunday? Let me know.  And as a bonus, you can sign up for our newsletter (hey, you gotta mention things like this). And most of all, have a great, safe weekend.

P.S.  This blog was discussed on the Risky Business radio show, Feb 3, 2012.

June 29, 2011 / Tom Brown

The Power of the Viral Video

Architectural Display Glass

Architectural Display Glass

Early in February, 2011, Corning, Inc. uploaded a video called “A Day Made of Glass.” It is a spectacular look into the future possibilities of glass related technology. It is a more than a dream or science fiction; it is a vision for the future.  And it must be striking a chord, because it already has over 13.6 million views. And that is just on YouTube. The video is also available on a variety of other video sites.

For starters, no one can MAKE a video go viral. That’s part of the charm and power of a viral video. There are however a few basic rules. For a video to go viral, it MUST have at least these three things:
          1. Interesting, amusing, or compelling content
          2. Eye catching visuals, or ear-catching audio
          3. People willing to share the video with their various contact lists

To be sure, there are a lot more ‘rules.’  The Corning video even breaks one about keeping it short, typically under 30 seconds to 3 minutes. But, because they have a very strong, compelling content, they still succeed. They also have a plan. By releasing and promoting this video on multiple video hosting sites, Corning has increased the probability of the video going viral.

Back in 1993-1994, AT&T produced a similar ad campaign showing their vision for the future. This ad campaign consisted of seven 30 second commercials and was called, “You Will.” And almost 20 years later, almost all of the products of the future are currently being used by us, the consumer on a daily basis. The only glaring idea that is not in general use today is the smart shopping cart. But that does not mean that businesses are not trying to get that one going too. It is very interesting comparing the two videos.

Corning’s A Day Made of Glass video is more than just a typical corporate video, commercial, or PR trick. It is a shared vision of where the technology of GLASS can take us. Our current ability to utilize the power of our computer is vastly limited with our current interface technology, the mouse. The mouse was invented in 1964 to work with the first Windows type of interface and it really hasn’t changed since then. Corning’s vision shows a new and better way to access the growing power of the computer.

The video was shot in six days (great blog here) and is a wonderful example taking your dream and creating a way to share it with others. Part of leadership is getting people to share your dream. With this video, Corning has taken a larger leadership role in shaping the technology of the future. I can’t wait to install it in my house.

What do you think of Corning’s video? Do you remember the AT&T commercials. What’s next?

May 4, 2011 / Tom Brown

Social Media is NOT Social Marketing

I have been thinking on this since my recent presentation on Social Media for Small Businesses for the local chamber of commerce. Too many small businesses try and lump all Social Media into another simple avenue of marketing, and label it “Internet Marketing” or “Social Media Marketing.” And then to make matters worse, they use it as a glorified brochure or press release, and wonder why it isn’t working. Then worst of all, they abandon their efforts, and leave dead links, and other tattered Social Media remnants laying around for their potential customers to find on the internet, leaving a very bad first impression.

Social Media is NOT a marketing medium, it is a conversation medium. It’s a continual, ongoing discussion. Think of it this way. You are walking down the street, and you see a friend that owns a bakery. The first thing he says is,

“Hey, we just added cinnamon-raisin muffins to our muffin line up. You have got to come over within the next two hours and try them. If you tell them you saw me on the sidewalk, they will give you a 10% discount. Bye.”

Are you actually going to go down to his shop to buy that muffin? Actually, he seemed a bit rude to me. This is why when businesses try to use Social Media as a direct marketing medium, they fail.

Now if you had a nice 2 minute conversation with the friend and he casually mentions the new muffins, then that is socially acceptable. The same is true for Social Media. The secret is to have the conversation, and keep it going. The tricky part about it, is you need to create a Social Media presence that people will go to and invite the conversation to their computer/phone. And then work it over time. Oh, and don’t forget you also need to pick the proper Social Media site. (i.e. Twitter, LinkedIn, Facebook, etc.)

Mirna Bard has a great graphic that shows both the simplicity and complexity of “The Social Web.” For any business to be successful in Social Media, they need to FIRST define their goal(s) in Social Media as it relates to THEIR business, and THEN, create a plan. The plan should touch on a variety of areas within the business, but also have a specific focus helping the business reach their goal(s). A big advantage that Social Media has over traditional advertising is that it is highly measurable. In fact, it is too measurable. So not only must you decide what to measure, you also need to understand how that particular metric affects your goal(s).

For example, it is easy to measure the number of “Likes” that a Facebook page acquires. But what do you do with the Likes? How did you get the Likes? Are those people returning to your Facebook page in any frequency? Is the quantity of Likes adding to your business goal(s)?

A lot of small businesses just create a presence, see what happens, and hope to get lucky. They should treat it like another extension of their business. Do you put out a newspaper ad without a plan? What about a TV commercial?

So . . . What is a small business to do? Assign someone, part time, full time, intern, consultant, marketing department or yourself to take ownership of Social Media. Then create a strategy, implement the plan, monitor, measure, engage your customers, and continue the cycle.

Remember the internet never forgets, once you start down this path, forever will it dominate your destiny.

April 12, 2011 / Tom Brown

Social Media (Facebook) and Email are necessities, NOT distractions

There are so many people, businesses out there that just don’t get it yet. They view, preach, and legislate Social Media out of the workplace. The thinking goes that if the employees are on Facebook then they are not being productive, when it is actually the other way around. There are multiple studies that back this up. One report warns that by stopping workers from surfing the web, businesses are contributing to a loss of productivity work up to $8 billion every year. And that was back in 2007. And not only that, by allowing workers a bit more freedom on the Internet, businesses can boost morale while improving company profits.

Social Media, and especially email are now necessities to business growth. So what is the best way to use Social Media and email? Here are 4 general rules.

  1. Incoming Email. Delete, reply, archive, or mark for later. Delete is obvious, but you need to use it often. Reply, get it done and then you don’t have to worry about it later. Try not to mark simple replies for later. Archive means move it out of the inbox and into the appropriate folder for future reference. That means to need to create subfolders. This is important, but easy, so if you don’t know how to do this, you need to find someone to show you. And finally, mark for later is something you can’t do within 2 minutes of reading the email, but needs to be done. At the end of the day/week you should review all of these before you go home.
  2. Get rid of the distractions. Spam filters are a requirement on email. And for Facebook, create your own filter. If you are going to use Facebook for business, you need to “hide” all the non-important, non-business related streams. This means all the game (Farmville) updates from your friends, AND your friends (cousins, people from high school or college that you barely remember, etc). To do this, click on the “X” to the right of the post, click “Hide all by name“, and then they are hidden, never to waste your time again. If you want to see what they are up to, just type their name in the search box at the top and read away.
  3. Interact. With email that is obvious, with all other Social Media it still needs to be a requirement. The more you interact with your business related stream, the stronger your Social Media presence becomes. So listen, COMMENT, and talk to them. Congratulate people on their success and offer to meet for coffee. You might be able to help them in their business and make a bit of money at the same time (It is NOT a crime to make money helping people.)
  4. Know where your audience is and BE THERE. If you customer, business supplier, or interested person is on Facebook, Twitter, Blogging, LinkedIn, or anywhere else, you need to be THERE. Now that you are there, see step 3.

Social Media is much more than networking, it is building a relationship with other people. Whether they are clients, potential clients, businesses, or just curious people, they are all vital for business growth in the future. Embrace it.

March 24, 2011 / Tom Brown

Making NY a better place to live and do business

There is a great conference in Ithaca this weekend, the “We Live NY” Summit.  Basically, professionals of the younger generation have stopped complaining about local problems and are trying to actively find the solutions.  This will probably be the largest gathering of up and coming, movers and shakers of Upstate New York.  Our next generation of leaders. And these people get it.

The two main organizers of this event, Pipeline 4 Progress and 40 Below have taken on a large task; keeping young, talented individuals from leaving NY and bring more in. And with this summit, they are using every avenue of the New Social Media that they can to get people there to participate.  Facebook, Twitter, YouTube, LinkedIn, and of course blogs. They even have a hash tag for twitter  #WLNYSummit to follow during the summit. Having said that, they are not ignoring traditional media either. They have converage from newspaper coverage in Corning & Ithaca, to TV, and I a heard discussion about the summit on the radio this morning.

The summit has three main goals:

  1. Growing and maintaining a network of young civic leaders, young business professionals, and students that have a direct stake in the future prosperity of New York State.
  2. Foster the growth of young professional organizations in communities throughout the State that do not currently have access to the services and programs provided by such an organization.
  3. Developing and setting a strategic direction for a small number of initiatives / programs that existing community young professional organizations can work toward in 2011.

One refreshing thing about this group is that although they focus on young professionals, the under-40 demographic, they do not ignore the wisdom and education of the “older demographic.” This is can be seen in embracing older professionals such as former congressman and Corning native Amory Houghton (Age 85).

Although it is too late to pre register at $25, the $40 fee for onsite registration still makes this a great value and opportunity for education and networking. I plan on being there to see how I can contribute and also to network, both on-line and off-line.  So stop by my vendor booth (I am promoting Cornerstone Solutions of Ny and EZ Threadz) and visit.  Or tweet me up as I will be following the twitter hash tag, #WLNYSummit.

@welivenysummit  @p4pnetwork  @Project_ION  @40BelowSyracuse

March 21, 2011 / Tom Brown

Why Tokyo isn’t dangerous and you don’t need to leave.

My blog focuses mostly on Social Media and small business.  However, I am beginning to see a large amount of uneducated speculation about the DANGER IN JAPAN in the mainstream press. Which is what most people pay attention to.  Those of us the read and post on various Social Media sites should be doing OUR best to get as much of the truth out as possible.  I recently read the following post and think the writer of it did a great job, keeping it simple to understand, and keeping it in perspective. 

Why Tokyo isn’t dangerous and you don’t need to leave.

Californians buying up iodine. British citizens “starving” in Tokyo. French residents “swamped” by a “toxic cloud of radiation”. Foreigners urged by their embassies to escape.

In reality, everyone in Tokyo is fine. I’ve stopped worrying about filling my bathtub up with water to draw on in case the tap water is contaminated, or wearing a mask for those invisible dregs of iodine and cesium supposedly floating through the sky. The level of radiation in the capital today was measured at the equivalent of a 0.15 millisieverts dose per year, while normal levels for cities worldwide is 0.2. The only thing I’m worried about getting “exposed” to is the sensationalism in the foreign press that is causing widespread panic.

There’s a fine line between reassuring our families and friends abroad that we’re all well, and appearing blithe and impervious to the suffering 150 miles away. I’m sure I’m not the only one who finds trivial things strange at the moment, or who feels guilty for laughing or enjoying themselves. I do want to stress, however, that life in Tokyo is going on almost as normal. I know from my friends battling to convey this to their families that this is difficult to parse this image with the reports on American and European TV. The masks are worn to ward off hay fever and colds, not to protect against radiation. Children are playing in the streets, the shops have re-stocked, and the so-called “ghost town” is a consequence of the train disruptions introduced to conserve electricity for diversion to the stricken areas.

Looking towards Miyagi, Fukushima, Iwate and Ibaraki prefectures, no one in Tokyo should be complaining about the inconvenient consequences of the quake, such as blackouts, empty shelves in shops, and disrupted train services. People aren’t exactly having the time of their life in the capital, but they feel extremely lucky to be there rather than in the northeast.

There are two main things I want to make clear. Firstly, while the Fukushima Daiichi (No. 1) plant is still not stable, there are several reasons why there will not be a spread of radioactive material significant enough to have health impacts beyond the 30km radius evacuation zone.

Secondly, people have complained that both the Japanese government and TEPCO have refused to discuss a “worst case scenario,” whereas the American and European press have been all too happy to oblige. The lack of information in Japan, partly due to the vague expressions used by the language, has created a vacuum, into which the dark sludge of paranoia from the foreign press has poured. We need to evaluate the opinions of experts who actually have a grasp on the numbers and understand what different levels of radiation imply for human health, rather than meaningless figures such as “20 times higher than normal.”

In this case, the foreign press’s scaremongering about the risk of radiation poisoning has had significant consequences. Firstly, on an emotional level, it has detracted attention away from those really suffering, and made this tragedy about the suffering of Americans who are apparently going to get irradiated because of Japanese incompetence. Secondly, on an economic level, it has put foreign residents out of pocket, thanks to the astronomical airfares they paid to get out. It has dealt another blow to the Japanese economy, with understaffed companies struggling or even closing in their wake. Thirdly, on a personal level, it has caused a lot of stress and worry to the families of foreign residents in Japan, who beg their loved ones to come home. As previous Tokyo resident Craig Mod tweeted, “The inability for the foreign media to differentiate between northern Japan and the rest of the country is deeply troubling my mother.”

I know a lot of people who have received a barrage of worried emails and calls from their relatives and friends at home, whose fears are inflamed by news reports at home. The few of us here who have decided to stay in Tokyo are comforted by the assurances of experts. Everyone was relieved to read the following discussion with the British government’s Chief Scientific Officer Professor John Beddington that was posted on the British Embassy’s web site.

He explained that the worst case scenario was one in which the reactors could not be cooled and pressure in the containment vessel could not be controlled. This is what is referred to as a “meltdown.” If that happened, the reactor core would melt and drop down to the floor of the container. It would then explode, releasing radioactive material that could go up to 500m in the air. But he emphasizes that even this worst case scenario “the problems are within 30km of the reactor.” Even if you had prevailing weather carrying radioactive material in the direction of Greater Tokyo, with rain, there would be “absolutely no issue”.

When Chernobyl went into meltdown, material was going up not to 500 meters, but 10 kilometers, and it lasted months. But even then, the exclusion zone was only 30 km, and there is no evidence to suggest that those outside of that zone suffered health problems. The problem was that people continued to drink water and vegetables that had been contaminated through the soil around the site.

In contrast to Chernobyl, where the explosion was nuclear because the fission process ran out of control, the explosions we have seen at Fukushima have been caused by vented hydrogen steam being “sparked” by something. The nuclear fission process was halted as soon as the earthquake hit Fukushima. The problems started with the tsunami, which damaged the power supply that was necessary to cool the fuel rods. Without power, it has been a race to continue cooling the fuel rods and to keep them submerged in water so that they do not heat up and produce too much steam. The first explosion at reactor no.1 happened when both heat and pressure built up inside the primary containment vessel, and TEPCO decided to release some of the steam to avoid damaging the vessel. The hydrogen in the steam escaped into the secondary vessel and was sparked by something, causing a blast.

Once electricity is reestablished and there is a steady supply of water to submerge the cores, we will be out of the danger zone.

So why has the French and American embassy begun to evacuate their nationals? I would suggest that they are mainly doing it in response to the fears ignited by the media. They want to evade criticism that they are not sufficiently protecting their citizens. France perhaps has reason to feel jumpy, since there were widespread suspicions that increases in thyroid cancer after 1986 were due to radiation from Chernobyl. However, in a 2006 report the French Institute of Radioprotection and Nuclear Safety said that no clear link had been made, and that other kinds of thyroid cancer, unconnected to radiation, had also increased threefold in the same period. This case illustrates the kind of fear and paranoia that surrounds radiation.

Nevertheless, this week the French embassy organized two Air France flights from Narita and one from Kansai airport to fly home any French nationals who wished to leave. The United States’ offer was less generous, seemingly designed to dissuade all but the most desperate, since they would be flown to a “safe haven” in Asia where they would have to organize their own accommodation and also pay for the flight themselves. The embassy have stated that they do not believe that current radiation levels pose a threat to public health, but that they will assist people in leaving if they wish.

The British press also claimed on Thursday that the British Embassy was “urging” its citizens to leave because of concerns about the health risks of increased radiation levels, but their actual statement said nothing of the sort. They said: “Due to the evolving situation at the Fukushima nuclear facility and potential disruptions to the supply of goods, transport, communications, power and other infrastructure, British nationals currently in Tokyo and to the north of Tokyo should consider leaving the area.”

Although they did refer to the “evolving situation,” they stopped short of connecting it to any health risks posed to British citizens. Instead, they seemed mostly concerned with logistical problems, such as the trains cancellations and blackouts.

What has probably caused some of the confusion and fear is that it has been implicitly acknowledged that the radiation levels at the Fukushima plant will have some impact on the health of the workers who have remained working there. Nicknamed the “Fukushima 50,” from the number of workers on a shift at any one time, 200 workers have bravely volunteered to remain in the plant to cool the reactors. Already recognized as heroes, everyone in Japan is incredibly grateful for their sacrifice. Five workers have died since the quake (none of radiation poisoning, however) and 22 more have been injured for various reasons, while two are missing.

The government also rushed through a quick change to the regulations, which now allows workers to be exposed to 250 millisieverts from 100 millisieverts per year. The highest level measured so far was 400 millisieverts per hour on Tuesday morning, which can produce symptoms of radiation sickness in a few hours. But levels at the gate dropped later that day to between 0.6 to 11.9 millisieverts per hour, according to the International Atomic Energy Agency (IAEA), and down to 0.2794 on Friday March 18, after the Self Defense Forces cooled reactors by spraying water from a truck.

Radiation is cumulative, meaning that a level of 400 millisieverts per hour would give you a dose of 800 over two hours. Safe figures determined by the government are usually measured in annual dosages, whereas medical dosages are measured by the hour. People who lived near Chernobyl when it went into meltdown got a dose of 450 millisieverts over several days. To have a 50% likelihood of death within a month, however, you need a dose of 5,000 millisieverts.

The panic in Tokyo was caused by the announcement on Tuesday that radiation levels were 20 times higher than usual. But not only was it still a miniscule amount- 0.000809 millisieverts per hour, or the equivalent of smoking one cigarette an hour- it went by a factor of 8 to reach 0.000151 one hour later. Since Thursday, radiation levels in Tokyo have remained at “normal” levels, giving the equivalent of 0.2 millisieverts per year. A single x-ray would deliver a dose of 0.2 millisieverts at once.

Radiation levels at the gate of the plant were just 0.271 millisieverts on Friday morning at 8am per hour, which is very good news for the Fukushima 50 and everyone in the vicinity. Ironically, those who “escaped” Tokyo to go to New York received almost the same- an average of 0.2 millisieverts- just passing through airport security and traveling on a plane.

It may be basic science, but people seem to forget that radioactive material decays and becomes inactive. The two radioactive chemicals that have been detected in Fukushima are iodine and cesium. The amount of time it takes for half of the chemicals to decay is known as a “half-life”. Iodine has a half life of just eight days, while cesium has a half-life of 30 years. Iodine has been associated with thyroid cancer, and cesium has been linked to cancer of the liver, kidneys and the pancreas.

However, the impact of radiation on health, or the correlation with cancer rates, depends entirely on dosage. We are all exposed to a certain amount of background radiation from various sources, including outer space, cigarettes, and even bananas. Like any substance, including salt, vitamin C or even water, it is only in excess that it is dangerous. According to the U.S. Environmental Protection Agency, everyone in the United States is exposed to very small amounts of cesium in soil and water because of atmospheric fallout from the nuclear detonations of the cold war. It is odd see smokers getting panicked about ”carcinogenic” radiation from Fukushima as they puff away on little sticks that are far more likely to give them cancer.

Both iodine and cesium are heavier than air, so even with strong winds blowing from Fukushima towards Tokyo, they will not adversely affect Tokyo, as Geiger counters in the capital have shown in the past few days. It should be pointed out that Three Mile Island, an incident that is being compared to Fukushima, was located just 100 miles from New York, where no health problems were reported. Tokyo, the city from which several countries are moving heaven and earth to “rescue” their citizens from, is over 150 miles from Fukushima.

I have explained why I think the fear of radiation poisoning is irrational and baseless. It is understandable that one feels scared when even embassies begin evacuations, and allows one’s self-preservation instinct to kick in. But where we must turn our attentions is to those who are actually dying at the moment. Four people froze to death in a gymnasium in Miyagi on Thursday night, because they had neither kerosene heaters or blankets and it was snowing outside. Rescue crews have given up, since they say there’s little chance of finding someone alive in the ice. There are reports of five people sharing a fist-sized rice ball because supplies are not getting through. They now expect the death toll to rise to above 20,000, maybe even more, as the bodies float in on the tide. The shock and suffering is multi-dimensional, and enormous: they’re grieving, starving, and freezing.

I may not be Japanese, but I feel fiercely protective and proud of my adopted country right now. I wish that the countries spending huge amounts of time, money and energy evacuating their citizens from Tokyo would spend the same on helping people in a very dire situation in Northern Japan.

[TomBrownBlog note:  After reading this, I think of it this way. It would be like being afraid of the entire east cost of America during the Three Mile Island incident. Can you imagine evacuating just New York City? I like how this article puts everything into perspective.]

March 19, 2011 / Tom Brown

More Facebook Scams & Security Threats

The internet is a wonderful tool that has improved our lives tremendously, although some would argue against that.  But like everything else, there are those people that take a good thing and look for ways to twist it to lie, cheat and steal.  Facebook falls into this category, and really, it is not Facebook’s fault, it is us, the users who are at fault. 

Crooks are taking the same old scams and just adapting them to Facebook and other Social Media platforms. Recently, Blue Coat  recently released a report  showing social networks have jumped from 17th to the 4th most dangerous internet places to be — behind porn and software-sharing sites.

Kathy Kristof wrote a great piece that covers the top 4 scams and is a must read. It used to be that Smishing was the fast riser, and it still something to look out for, but now . . . you just need to keep thinking smart, keep the top 4 Facebook scams Kathy mentioned in mind, and your Facebook life should be a safer place.

March 14, 2011 / Tom Brown

Why should your business care about Social Media?

I am always looking for ways to get businesses to understand their need to get involved in Social Media. Most businesses just don’t see the reason to invest in something they don’t really understand. So I am part teacher, part counselor, part coach, part educator, part cheerleader, part . . . and on and on. Really, there is no best way to get them to see the light. Each business takes a subtly different approach tailored to the individual business. Social Media is about building up your network virtually, but you must still engage the business owner in reality to build rapport.

That being said, I am a big fan of lists or bullet points to catch their attention. And the beauty of the internet is that there are a LOT of good writers doing the same thing. Here is a great article I read today by Christine Whittemore on why you should care about social media: http://bit.ly/hUoyAn

In all honesty, at this point if you haven’t started thinking about social media you are late to the game. But it is never TOO late, and once you start, you can gain the lost gain ground quickly. So get started today.

Oh! Hint, hint… I can help you with that.

March 10, 2011 / Tom Brown

Does my business need a Blog?

Just WHAT is a blog anyway? A blog (a contraction of the term “web log”) is an online journal that allows users to reflect, share opinions, descriptions of events, and discuss various topics. What gives a blog power is the ability of readers to comment on the posts and generate more discussion.

Blogging is an essential way for businesses to keep their customers informed AND interested in new products or updates. When connected to social networks, business blogs can have a powerful reach. A blog can pull potential customers to your site and eventually into the sales process. The death of the blog has been predicted for many years; Luis Suarez wrote a great blog, “Making Business Sense of Social Media and Social Networking – Is Blogging Dead?” that I highly recommend you take the time to read. I especially like is reference to the May 2005 article by Hugh MacLeod, “The porous membrane: why corporate blogging works.

Setting up and writing a blog can be time consuming, but it does create a way for you to connect with users on your own website. Also, by creating useful content such as how-to articles or industry observations you can keep customers engaged and create the perception that you are an expert (or at least very knowledgeable) about your industry.  This is especially important if your business is focused on local consumers. Truly, the best thing to do is just start writing. Having said that here are the “Top 5 Business Blogging Mistakes and How to Avoid Them.

Blogging should be part of every businesses Social Media strategy. So take the time to educate yourself and then get started.  Remember, “Perfection is the enemy of progress.” You don’t have to be perfect; you just have to do it.

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