Book Review: The Yahoo! Style Guide

Book Review: The Yahoo! Style Guide

The Yahoo! Style Guide. For my social media writing class at Quinnipiac University, we were required to purchase this book and use it as a reference.

However, instead of just referencing the guide as needed, I read it from cover to cover. And it is a fantastic guide.

Writing Online

So for most people, the act of writing online seems to mainly consist of ejecting words and hoping that they will somehow collide in a manner that is coherent or at least semi-understandable. The Yahoo! Style Guide, instead, serves to provide some well-needed guidance.

Book Review: The Yahoo! Style Guide
Cover of The Yahoo! Style Guide via Amazon

Rather than displaying seemingly antiquated grammar rules, the guide provides logical explanations. Hence as the guide says on Page 50,

“Scan an article reading only the headlines. If you can understand the flow and substance of the story, your content passed the test. If something seems confusing, you may need to rewrite the headings or even reorder some paragraphs.”

So to my mind, this makes infinite sense. Consider how quickly we all skim articles and newspapers these days, whether online or in dead tree format. Headlines and graphics grab our attention. Perhaps they are more fraught with meaning than they should be, but those are the current rules of the game. Therefore, writers on the Internet need to understand that headings, image captions and the like are important to the human reader.

In addition, and unsurprisingly, these elements are also important to machine readers, e. g. search engine bots.

Worth the Price of Admission

And then on Page 4, the guide talks about eye tracking. Yahoo! has surveyed users, and they have come up with an understanding of a general pattern as  to how people browse websites. Here’s what they said:

  • “People scan the main sections of a page to determine what it’s about and whether they want to stay longer
  • They make decisions about the page in as little as three seconds
  • If they decide to stay, they pay the most attention to the content in the upper top part of the screen”

So you’d better get your pages and posts in gear, and pay particularly close attention to headings and the content that sits above the fold. Because the guide shows you the way.

Review: 5/5 stars.

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Michael Fleischner’s SEO Made Simple, a Book Review

Michael Fleischner’s SEO Made Simple

Michael Fleischner‘s SEO Made Simple is a terrific book about search engine optimization.

Michael Fleischner's SEO Made Simple

First of all, written in a straightforward and engaging style, Mr. Fleischner makes his point: in order to dominate search engine listings, you need to make yourself known. Furthermore, you need to get your keywords into your website (but not stuffed there!) in a logical and natural manner.

Yahoo and MSN

Mr. Fleischner’s sole focus is Google but he does talk a bit about Yahoo and MSN. Furthermore, the reason to zero in on Google is made immediately apparent by the fifteenth page: Google is dominant. Here’s how the percentages of search stack up (he got his numbers from comScore for SearchEngineWatch.com)

  • Google: 43.7%
  • Yahoo: 28.8%
  • MSN: 12.8%
  • AOL: 5.9%
  • Ask: 5.4%
  • Others: 3.4%

Hence Google matters – but so do Yahoo and MSN, particularly when you consider that, combined, their share is nearly identical to Google’s. Yet don’t worry: many of the techniques Mr. Fleischner advocates will help with your placement on those search engines, too.

White Hat

White hat techniques abound, everything from adding unique keywords on each page to making sure that your page’s overall design doesn’t keep the spiders and crawlers from doing their thing. And that’s just on-site optimization. In addition, he also covers off-site optimization, e. g. writing and distributing articles, or generating press releases.

Furthermore, interestingly enough, there is little to no information on working the social media angle, e. g. Tweeting the existence of new blog posts or announcing page updates, adding similar information to one’s LinkedIn or Facebook statuses, or creating a fan page for your work (or, better yet, getting someone else to do that). However, that is, in part, a function of this being a book and not an e-book – there’s a time lag between going to press and the actual production of a paper book. Hence information is sometimes not as fresh as desired.

Instincts

However, there’s still plenty in here, for the serious web entrepreneur and the hobbyist. In addition, for someone like me, one great piece of it was some validation that I’ve got pretty good instincts when it comes to my own social media website. Oh, and if you’re paying attention – you’ll see that I just practiced two of his techniques in this very paragraph.

Dominate Google and get noticed. It’s that simple.

Rating

4/5

… And Facebook for All

… And Facebook for All

At least, that’s what Mark Zuckerberg would want us all to think, wish and feel. I can understand that, a desire to make a website about as universal as possible. Once the site stopped being exclusive to collegians, the inevitable business model was to universalize it. And Facebook, today (although that will probably change), has about the best chance to become a truly universal web experience as any site.

Universality

Facebook for All
Mark Zuckerberg, founder of Facebook (Photo credit: Wikipedia)

So, are you on Facebook? About 1.6 billion users are, as of this writing. But, wait, not so fast. Is that number truly accurate? Absolutely not. After all (and for different reasons), my husband and I each have more than one account. Do you? Even if you don’t, I bet you’ve got at least one friend who does, and probably lots more.

And that is perfectly all right, and is absolutely permitted by Facebook (although they’d like to change that).

Why Facebook?

Facebook’s main purpose (in case you’re just coming into the light after a few years on a desert island), is to sell advertising. Its offshoot purpose is to connect people, of all stripes, for free. But it’s those connections that sell the advertising.

There’s a lot else to it, at least on a general basis. But it’s still a valuable business tool for any Social Media Marketing Campaign.

The Best Parts of Facebook for Social Media Marketing

Facebook’s main virtues, when it comes to your business, can currently be divided into three basic areas:

  • Personal pages and peripheral connections to same
  • Company pages and groups and peripheral connections thereto, and,
  • Offsite connections back to Facebook

By “peripherals”, I mean all the extra stuff that goes along with Facebook, and not computer hardware peripherals.

Next: Your Facebook Profile Page

Facebook for All

The Conquest of LinkedIn – Your Resume

The Conquest of LinkedIn – Your Resume

LinkedIn is almost a corporate version of Facebook, a serious social networking site amidst all the chatter. If you are looking for a job, you need to be on LinkedIn. In case you might be looking for work again some time in your lifetime, you need to be on LinkedIn. If you might ever be called upon to professionally recommend someone, or professionally network together people from disparate times of your life (such as a college classmate and a person you know from your last job), you need to be on LinkedIn. And if you ever need to showcase your credentials to a mass audience, for any reason whatsoever, you need to be on LinkedIn. And the cornerstone of it all is your resume.

Who Should Be on LinkedIn?

Your Resume
This UML diagram describes the domain of LinkedIn social networking system. (Photo credit: Wikipedia)

And if there’s anyone else over the age of eighteen left in the United States, or potentially on the planet, chances are pretty good that they need to be on LinkedIn as well.

Why?

All of the aforementioned are perfectly good reasons to be on LinkedIn, but there’s one more. It puts together all of your professional data into one safe, trusted and uniform online package. Hence LinkedIn, like your resume itself, gives Hiring Managers a well-presented collection of information about you as a worker.

But that is if you take the time to make a complete, compelling and well thought out profile. If not, well, then LinkedIn can become a fast ticket to oblivion.

Hence, you need to put together a cogent profile, and the first place to start is with your resume. It will be similar, but not identical, to the resume you provide directly to Hiring Managers.

Improving Your LinkedIn Resume

So here are some tips for making your LinkedIn resume as good as it can be:

  • List all of your major jobs, no matter how long ago you did them, so long as the company (or a successor) is still in business. This is counter to what is normally put into a regular resume. On LinkedIn, you don’t really have a length issue. Plus, you want to list as many companies as possible in order to make linking easier with a greater number of people
  • Place key words and phrases in your job descriptions. People hunting through LinkedIn are most likely to be using the search feature, so you need to have words and phrases listed that people will be using to search for someone like you. E. g. if you’re looking for work as a Business Analyst, don’t just include the title – also include the fact that you did (assuming this is accurate) requirements gathering, which is a main Business Analyst task across multiple disciplines

More Tips

  • List the different types of software you’ve used, with versions. This is, again, to make your profile come up in searches. E. g. if you used Excel 2003 and Excel 2007, make sure they are listed that way.
  • Just like with a standard resume, use action words and well-defined metrics to show what you did in your career. “Worked on the Smith project” is nowhere near as impressive as “Performed quantitative analysis; these recommendations saved the company 20% of the estimated costs on the Smith project”. Numbers are impressive. Use them.
  • Make sure your company listings jibe with what’s already on LinkedIn. That is, let the software give you choices (if any) for the company name. If you worked for a very large company (say, Fidelity Investments), the company name is already on LinkedIn. Don’t type it in yourself. This will automatically make it easier for you to link to everyone else who has listed Fidelity Investments as a current or past employer, and
  • Feel free to add more than one current employer, including any volunteer work you may be doing. Again, this will add to the ease with which you can link to others.

Next, we’ll look at why all of this linking is so important.

Your Resume

Google+ Tips to Quickly Boost Results

Google+ Tips to Quickly Boost Results

Tips to Quickly Boost Results. Rebekah Radice of Canva offers some great ideas for how to improve your engagement on Google+, a social platform that even a lot of experienced social media managers can find rather confusing and daunting, and hard to break into.

Google+ Tips to Quickly Boost Results
Google Plus (Photo credit: ivanpw)

Images

It should come as no great shock that images are key. But that is true for pretty much all social media platforms these days. Posts without images are just contributing to the enormous tidal wave of text that we are all dealing with, all the time.

The 800 x 1200 size is optimal for Google+.

Share Fun, Inspirational and Educational Content

Well, sure, that makes sense. For most social media platforms, the mix should be of fun and smart content, with a smattering of inspirational. If your business is angel flights for children, you’ve got no shortage of inspirational content. If it’s The Daily Show, you’ll never have to hunt around for fun content. And if you’ve got Harvard to promote, you can get educational content.

Then there’s the rest of us.

But Radice has some great ideas for engagement, printed here in their entirety –

  • “Share your thoughts, expertise, mission, vision and values.
  • Give a nice shout out to your favorite blogs and websites.
  • Share inspirational thoughts, funny quotes and timely news stories.
  • Share other peoples content with context around it.
  • Don’t post and run away. Interact, connect and engage!
  • Be grateful. Thank people that share your content.
  • Be personable and share details about your business in a fun and interactive way.
  • Follow people within your industry and niche and create a conversation. Get to know them, share their content and spread the good word about their business. This creates reciprocity and more meaningful interactions.
  • Repurpose your content. Just because it’s old to you, doesn’t mean it’s not new to someone else.”

Optimize Your Profile

This includes adding details about what you do, links to your other online content, and sprucing up your profile/logo image and cover image.   The 2120 x 1192 size is optimal for Google+ cover images.

Return to Your Buyer Personae

Why are people on Google+? And how can you align your strategy, and what you provide, to what they want, need, and crave?

Don’t forget about Google Plus.

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Why use a screen name?

Why use a screen name?

Screen name – good idea, or no?

I was inspired by this post in Angela Connor‘s blog. If you don’t know Angela Connor, I urge you to check her out; her blog is extremely insightful and is one of my favorites.

Her ideas make a great deal of sense, and I think some of this is why the Blizzard forum experiment in real names for users was such an immediate and egregious flop.

Masks

The ‘net, like it or not, is for many people a place of masks. You pretend to be younger and thinner than you are. Or you pretend to be unmarried. You pretend to be a Klingon. Or you’re a teenager and pretend to be an adult. Or you pretend to be another gender or richer or lovelier or more conservative or whatever.

And the masks can be freeing to many. Perhaps they were freeing when the ancient Greeks donned them while performing “Oedipus Rex” for the first time. I think there is more of a place for them than perhaps we’d all care to admit. Because there seems to be a value to being able to spread war paint (or lamp black) on one’s face, or wear a Halloween costume.

Unreality

screen name
Halloween Costume Close-up (Photo credit: trustella)

And this is not the same as our reality. It is related but not identical. Maybe the librarian who goes out for Halloween dressed as a dance hall girl wants to be known as someone who takes risks (and maybe foolish ones, at that). But when the morning after rolls around, she’s back in the library helping others do research.

Anonymous Commenting

This kind of anonymous commenting allows for something like this. Because the sympathetic guy who’s really seething inside gets to call people out. He gets to be a bully and be an all-around racist jerk (I have worse names, but don’t wish to besmirch my blog). But then he surfs to a different site where he can chat up the ladies with his sensitive New Age guy demeanor. And then when the time to log off comes, he goes home and kisses his wife and plays with his children. And this is all one guy.

Facebook

To comment openly through a full, correct name (usually) medium like Facebook would be to cut off the dance hall girl. And it would stifle the racist jerk, the ladies’ man, and any number of other secret selves in favor of a drab and ordinary world. Even on a news site, which is pretty much the definition of drab unless there’s some sort of a hot story, the jerk, the dancer and the Romeo all want to be free.

Who’s Real?

But we shouldn’t take their opinions as seriously as the real people. Because, even though those personae live in real people’s skins, it’s the real people who vote, marry, pay taxes, work, make the news and are members of our real society.

The trouble is telling them apart and knowing which one is real.

Can you always tell? I bet you can’t. Not always.

screen name

Social Media Continues its Relentless Pace to Try to Make You Stay Put

Social Media Continues its Relentless Pace to Try to Make You Stay Put

It’s a relentless pace out there. And much like the holidays accelerate the end of the year, and we suddenly look up on January 7th or so and wonder just what the hell just happened, social media is continuing to not so much reap the whirlwind as to be the whirlwind. But at the same time, there’s an effort afoot to slow down and control the whirlwind.

Twitter

Social Media Continues its Relentless Pace to Try to Make You Stay Put
English: Infographic on how Social Media are being used, and how everything is changed by them. (Photo credit: Wikipedia)

Case in point: Twitter‘s recent changes are designed to keep people on as long as possible. They do this by embedding media more directly and making it so that you don’t have to leave Twitter’s embrace in order to enjoy a clip or a photograph. So far, so good. But shortened URLs allow for more malware exploits. It’s like one step forward, a step back and another one to the side.

Facebook

Facebook, yet again, looks to change its layout. The profile is going to become richer and provide more information. This may or may not be useful to users but it will certainly keep them on longer. At least, that will happen in the beginning, when it’s a novel concept.

LinkedIn

LinkedIn is adding Signal to make it easier to track even more of the social media avalanche – and, of course, to try to keep people on LinkedIn as long as possible.

What these changes have in common, other than, perhaps, novelty for the sake of novelty, is the desire to keep people on site as long as possible. Put some tar down, and have us all stick, at least for a while.

So while the Internet spins ever faster, and social media sites attempt to keep up, their overall strategies seem to try to slow us all down. Will it work? Is it a foolish dream to think you can keep people around with such tricks, such slick bells and whistles?

Lack of Content

What disturbs me is that there’s not a lot of content happening. And it would, could, should make me want to hang around. Instead of hiring writers to improve things, or rewarding good current content providers, each of the big three sites is instead pursuing a software solution. But what’s the sense in hanging around a site if the content isn’t compelling? Or are we, instead, merely getting the sites that we, perhaps, deserve?

Hence here’s what happens if my Facebook friends list is dominated by people I went to High School with over thirty years ago. Their status updates and my wall are dominated by news of their birthdays, their children and their careers. But isn’t that what’s to be expected? And if I instead tip my list in a different direction, and it’s suddenly dominated by the people I work with or diet with or do artwork with, the news is going to be different.

Comparison to Reality TV

One thing about Reality TV is that it’s anything but real if it’s at all successful. Because people just, generally, don’t lead terribly interesting lives (yes, you too, gentle reader). We pick up the dry cleaning. Or we bicker over the remote. We forget to buy sausages and make do with hot dogs. And around and around and around we go. And all three of the big social media sites, when we are not following celebrities and businesses, are really just a big agglomeration of Post-It Notes whereby we tell each other to grab milk on the way home. For “Reality” to be compelling at all, it’s got to be unreal, and scripted. It must be turned into this fight or that rose ceremony or this other weird pancake-making challenge.

The big three social media sites, when you strip away the celebrities and the companies, can be a boatload of errands or a standard-form holiday letter. You know the kind, where you’re told little Suzie has taken up the clarinet. Over and over ad infinitum.

No wonder we need software solutions to keep us there.

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Social Media Marketing by Liana Evans, A Book Review

Social Media Marketing by Liana Evans

Social Media Marketing by Liana Evans was a book that I might have read a little too late in the semester. In all fairness, I read this book toward the end of my first social media class at Quinnipiac (ICM 522).

KD Paine and Liana "Li" Evans Liana Evans
KD Paine and Liana “Li” Evans (Photo credit: wordbiz)

Hence it felt like I already knew a lot of what was being written, but that was likely more a function of timing than anything else.

Sorry, Li.

Been There, Done That

The book is interesting. However, I had just read a ton of other works about very similar work, strategies, and ideas. Therefore, it ended up being maybe one book too many. And it ended up an optional read, anyway. Furthermore, other works seemed to have said it better. And these days, books just do not get published fast enough to take proper advantage of trends and new insights. Blogs, in general (although not always!) end up more current and relevant.

Possibly the best takeaway I got from the book was when Evans talked about online communities, particularly in Chapter 33 – You Get What You Give. And on page 255, she writes –

    • You need to invest your resources
      • Time to research where the conversation is
      • Time and resources to develop a strategy
      • and Time and staff resources to engage community members
      • Time to listen to what they are saying, in the communities
      • Time and resources to measure successes and failures
    • Giving valuable content
    • It is similar to a bank account
    • Don’t bribe the community
    • Rewards come in all fashions
      • Research who your audience is
      • Give your audience something valuable and/or exclusive
      • Don’t expect you’ll know everything
      • Listen to what your audience says
      • Admit when you are wrong
      • Thank your community

Finally, much like we’ve been telling people for years on Able2know – listen before you speak!

Rating

4/5

Demographics for Instagram, Tumblr and Pinterest

Demographics for Instagram, Tumblr and Pinterest

Demographics change over time and the specific numeric percentages could be off, but the gist of these measurements remains on target.

At Agile Impact, Hilary Heino compiled some impressive statistics about who really uses these image-based social media platforms.

Tumblr

First of all, Tumblr reportedly has loyal users highly dedicated to the site.

And two-thirds of all users are under the age of 35. In addition, nearly forty percent have not yet seen 25 summers.

Finally, there are about 300 million monthly unique users; the site grew by 74 percent in 2013.

Pinterest

Demographics
English: Red Pinterest logo (Photo credit: Wikipedia)

First of all, as of July of 2013, there were 46.9 million unique monthly users. And women continue to dominate the platform; around a third of all women online have Pinterest accounts. In addition, two-thirds of all Pinterest users are over the age of 35, making it a near opposite to Tumblr.

Furthermore, three-quarters of its traffic comes through mobile apps. Hence if you post to Pinterest, make sure that your content is visible, clear, and comprehensible on smart phones. Finally, 80 percent of total Pinterest pins are repins. It’s probably the sign of a strong community. In addition, the site boasts 2.5 billion monthly pageviews.

Instagram

So with 150 million active users, Instagram reports 1.2 billion daily likes.

Demographics
Instagram-logo (Photo credit: JAMoutinho ( almost photographer ))

And 18% of cellphone users in the 30 – 49 demographic report using it. However, the majority of users are teens and young adults.

Furthermore, the site ties with Facebook as being the second-most popular site for teens. Yet Twitter is the first for that age demographic.

So know your image-based social platforms. Because they are not the same!

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