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Color Theory

A Look at Color Theory

If you are interested in creating your own covers, or if you are a part of selecting your cover in your published work, you are going to need to understand something about color theory.

The Basics

Color theory is the associations and impressions we get when confronted with a certain color or set of colors. Color matters.

A Wheel and Some Hex

Your computer generates colors based on combinations of basic colors. These are written in RGB (red-green-blue) or in hexadecimal. This means that once you know the code, you can replicate any color.

Using RGB or hex is particularly important as you replicate your colors and branding across multiple platforms. What looks like pure fire engine red on my monitor may appear more like brick or tomato to you.

But at least with a uniform color code, I can get it right if I need to copy the red from your page or cover.

Imaging programs such as GIMP and Adobe InDesign both have color picker tools which look like eye droppers. Select the tool, click on the color you want to replicate, and the tool will grab the correct hex or RGB coded color.

How Does Color Make Us Feel?

It’s just like a lot of the marketing issues surrounding books and book covers. That is, a lot of this will depend upon the buyer persona or demographic associated with the most sales of your genre.

Let’s say you are a science fiction writer. Then a lot of your readership is probably going to skew male. Although if you write LGBT science fiction, you may find more female readers in the mix.

Either way, how do they feel about colors? Furthermore, if you mainly have an American readership, their associations with colors will differ from if your ideal readers are Canadian or Swedish.

There is no doubt about it.

Color matters.


Want More of the Color Theory?

If my rambling about color theory resonates with you, then be sure to check out my other articles about how colors work with covers and more.

Color Explorations

Here are a bunch of articles about the theory of color! Because there’s even more to it than this.
Color Theory
Part 2
Part 3
also, Part 4

Videos: Color Theory Videos

Next article


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Employer Access to Employee Passwords

Are employee passwords sacrosanct?

Er, maybe not.

Employee Passwords and the Laws that Cover Them

This post is a response to A Look at Employer Access to Employee Passwords.

Employee passwords have become a new battleground. Because this issue has begun to crop up, and it will only continue to do so.
So does your employer have a right to your social media passwords?

So before you reflexively say no, hold the phone. Because the truth is, unless the law expressly forbids it, companies can. They can take advantage of a less than stellar economy and less than powerful employees.

As a result, they can demand access into social media accounts and employee passwords. Hence a variety of bills have been introduced around the United States in an effort to address this matter.

Massachusetts

Let’s start with a look at Massachusetts.

First of all, here in the Bay State, legislation is pending. This includes H.B 448, which relates to student data privacy. It also includes, which relates to social media consumer privacy protection. And it includes S.B 1055, which relates to social media privacy protection.

Arkansas and Employee Passwords

Arkansas Ark. Code Ann. § 11-2-124; Code Ark. R. 010.14.1-500 says:

“Employers may not ask or require employees or applicants to disclose their user names or passwords to a personal online account; change the privacy settlings on their accounts…”

California and Employee Passwords

Much like Arkansas, employers can’t get into employees’ social media accounts. But an exception exists for investigations into misconduct, per Cal. Lab. Code § 980.

Colorado

Colorado’s law is Colo. Rev. Stat. Ann. § 8-2-127, which says:

“Employers can be fined up to $1,000 for the first violation and up to $5,000 for each subsequent violation.”

Connecticut

In Connecticut, the law is Conn. Gen. Stat. Ann. § 31-40x, which says:

“Employers can be fined up to $500 for the first violation and between $500 and $1,000 for each subsequent violation. Employees can be awarded relief, including job reinstatement, payment of back wages, reestablishment of employee benefits, and reasonable attorneys’ fees and costs.”

Delaware

And in Delaware, the law is Del. Code Ann. tit. 19, § 709A. It’s pretty similar to the law in Arkansas.

Illinois

So in Illinois, the law is 820 Ill. Comp. Stat. Ann. § 55/10; Ill. Admin. Code tit. 56, §§ 360.110, 360.120.

“If an employer violates the law, an employees and applicants may file a complaint with the Illinois Department of Labor.”

Louisiana

In addition, La. Stat. Ann. §§ 51:1951 to 51:1953, 51:1955 says:

“Employers may not request or require employees or applicants to disclose user names and passwords or other login information for their personal accounts.”

But in Louisiana, it’s okay for employers to push for a look into employee personal online accounts in one instance. This is if there are allegations of misconduct. So stop downloading porn at work!

And this is according to Nolo.

Maine

So in Maine, the law is Me. Rev. Stat. tit. 26, §§ 615 to 619.

“An employer that violates the law is subject to a fine from the Department of Labor of at least $100 for the first violation, $250 for the second violation, and $500 for subsequent violations.”

Maryland

So in Maryland, the law is Md. Code Ann., Lab. & Empl. § 3-712. The provisions are pretty close to those in Arkansas.

Michigan

And then in Michigan, the law is Mich. Comp. Laws Ann. §§ 37.271 to 37.278.

“Employers that violate the law can be convicted of a misdemeanor and fined up to $1,000. Employees and applicants may also file a civil claim and recover up to $1,000 in damages plus attorney fees’ and court costs.”

Montana

And then in Montana, the law is Mont. Code Ann. § 39-2-307.

“An employee or applicant may bring an action against an employer in small claims court for violations. If successful, an employee or applicant can receive $500 or actual damages up to $7,000, as well as legal costs.”

Nebraska

Then in Nebraska, the law is Neb. Rev. Stat. Ann. §§ 48-3501 to 48-3511. This is another law like the one in Arkansas.

Nevada

But in Nevada, the law is Nev. Rev. Stat. Ann. § 613.135. This one is very short but it specifically includes blogs.

Employee Passwords in New Hampshire

Furthermore, N.H. Rev. Stat. Ann. §§ 275:73 to 275:75 says:

“Employers may not require employees or applicants to change the privacy settings on their email or social media accounts or add anyone to their email or social media contact lists.”

But just like in Louisiana, Granite Staters will have to provide a look-see if there are any misconduct accusations flying around.

New Jersey

Then in New Jersey, the law is N.J. Stat. Ann. §§ 34:6B-5 to 34:6B-10. So it says:

“Employers that violate the law are subject to a fine of up to $1,000 for the first violation and up to $2,500 for each subsequent violation from the New Jersey Labor Commissioner.”

New Mexico

So in New Mexico, the law is N.M. Stat. Ann. § 50-4-34. This one specifically extends to friend lists.

Oklahoma on Employee Passwords

In addition, when it comes to employee passwords, Oklahoma’s Okla. Stat. Ann. tit. 40, § 173.2 says,

“Employers may not require employees or applicants to disclose passwords or other information that provide access to personal online social media accounts or require employees to access personal social media in the presence of the employer. A social media account is an online account used exclusively for personal communications and to generate or store content, including videos, photographs, blogs, instant messages, audio recordings, or email.”

So this is according to the National Conference of State Legislatures.

Oregon

Then in Oregon, the law is Or. Rev. Stat. Ann. § 659A.330. This is another law like the one in Arkansas.

Rhode Island

Furthermore, per R.I. Gen. Laws §§ 28-56-1 to 28-56-6:

“Employees and applicants may file a civil lawsuit for violations. The court can award declaratory relief, damages, reasonable attorneys’ fees and costs, and injunctive relief against the employer.”

So this is beyond the standard where an employer can’t just take a peek whenever they feel like it.

Tennessee on Employee Passwords

And per Tenn. Code Ann. §§ 50-1-1001 to 50-1-1004:

“Employers may not ask or require employees or applicants to disclose passwords to personal online accounts.”

Utah

So in Utah, the law is Utah Code Ann. §§ 34-48-101 to 34-48-301. So it says:

“Employees and applicants may file a civil lawsuit against the employer for violations, with a maximum award of $500.”

Virginia and Employee Passwords

So in Virginia, the law is Va. Code Ann. § 40.1-28.7:5. It’s not too far off from Arkansas, but an employer can get employee passwords under the guise of an investigation.

Washington (State) on Employee Passwords

So in Washington State, the law is Wash. Rev. Code Ann. §§ 49.44.200 and 49.44.205. So it says:

“Employees and applicants may file a civil lawsuit against the employer for violations and obtain injunctive relief, actual damages, a penalty of $500, and reasonable attorneys’ fees and costs.”

West Virginia and Employee Passwords

So in West Virginia, the law is W. Va. Code Ann. § 21-5H-1, another Arkansas clone, more or less.

Wisconsin on Employee Passwords

And then in Wisconsin, per Wis. Stat. Ann. § 995.55:

“Employees and applicants may file a complaint with the Wisconsin Department of Workforce Development for violations and receive appropriate relief.”

Other States on Employee Passwords

In addition, Maryland became apparently the first state to consider the matter, per the Boston Globe, in 2012. Furthermore, according to the National Conference of State Legislatures, several bills have been proposed around the country.

However, aside from the ones listed above, only the following states seem to have these laws. Then according to the National Conference of State Legislatures, there are also such laws in Guam and the District of Columbia.

The bottom lines is that these bills come up repeatedly.

Finally, the country still has a long way to go in terms of guaranteeing employees privacy in social media accounts. Hence we all need to look out more. In addition, it might end up a good idea to just out and out refuse when asked for passwords.

Facebooker, beware.

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The Best Lengths for Social Media Posts and More

What Are The Best Lengths for Social Media Posts?

Best Lengths for social posts can seem elusive. What’s right? Does it ever change?

The fine folks at Buffer and, in particular, Kevan Lee, have done it again and have everything you always wanted to know about social post lengths but were afraid to ask.

In my travels online, I have seen blog posts that were under 50 words long. I have seen blog posts that were a good 10,000 words long. Tweets, of course, are limited. But there have been plenty of Pinterest pins with just an image and nothing else. Or they’ve got enough verbiage behind them to seemingly rival War and Peace. So, what’s ideal? Is there any science behind it?

Blogs

How long should blog posts be? Buffer likes blog post titles to be six words long (oops, this blog post’s title is too long). Interestingly enough, the blog post where I got the inspiration for this blog post from also has a title that is too long.

Sometimes, six words is just not long enough.

Thanks to Buffer for this graphic.

Interestingly enough, Buffer said blog posts are best at 1,600 words in length.

However, Yoast (the fine makers of an SEO plugin I use for my own blog posting–as do many other people!) provides good SEO credit for blog posts that are at least 300 words in length.

The two are not necessarily mutually exclusive, but one thing is for sure – those fifty-word blog posts just plain are not long enough.

Facebook

How big should a Facebook post be? Buffer said forty characters.

Keep it short, snappy, and to the point. According to Lee, Facebook posts that exceed forty characters degrade in engagement as they get longer.

Not to put too fine a point on it, but that 700-word screed you wrote? Better make that a blog post instead and just link to it. But if you put the whole thing on Facebook, people will scroll right on by. Yes, even if you add an image.

Here’s a trick to get around the forty-character wall – links show the title and some text, and you can always change these.

Or add an image with some text. But don’t go nuts! It is very, very easy to hit and exceed critical mass.

Best Lengths for LinkedIn Posts

How long should a LinkedIn post be? Buffer clocks in at twenty-five words, based upon clickthrough data.

Pinterest

How large should a Pinterest image be?

Buffer’s got you covered – 735px x 1102px. These taller pins seem to stand out more, and are therefore shared more often.

Best Lengths for Twitter Posts

How long should an effective Tweet be? Buffer said to limit it to 71 – 100 characters, in order to provide some space for people to comment before sending out a modified tweet (MT).

So keep hashtags at six characters for maximal impact. Yes, we all know that people sometimes use hashtags as a bit of wry commentary.

Tumblr in particular seems to inspire hashtags like #DudeLooksLikeALady (and not just for fans of Aerosmith). Excessive hashtagging is one of the characteristics of Instagram. However, the best length hashtag on Twitter has six characters.

Best Lengths for Posts: Takeaways

TL; DR – Check out the chart, and the cited article, for more information. The research on best lengths for posts is sound, and fascinating, and the article was a hell of a find.

Is it still relevant, years later? Eh, kind of. You make the call, sports fans.

The best lengths for social media posts keep changing. But there’s one constant in life—cut to the chase!

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Book Review – Likeable Social Media by Dave Kerpen

Let’s Review Likeable Social Media by Dave Kerpen

Dave Kerpen has a rather interesting book here.

Likeable Social Media

This book was required reading, as a part of my Community Management class at Quinnipiac University.

And it made for an excellent read.

For Kerpen, a lot of social media success comes from listening to, and then surprising and delighting customers and potential customers. Are your posts what they are interested in? If you received this post, would you bother clicking on it?

Case in point for surprise and delight

In May of 2015, my husband, parents, and I went to a Mexican restaurant in my parents’ town. We have eaten there before, but not so much that they know our names or our usual orders or the like.

My husband and I don’t visit my parents too often. And he visits them even less than I am. To the restaurant, even if my parents are repeat customers, my husband and I surely don’t look like repeats.

There was a short wait until we got our food. Without prompting, we received a little appetizer, which mainly consisted of little breaded and fried mashed potatoes, configured a bit like sticks. There were three bits of sauce in different colors.

The potatoes and sauce, most likely, were leftover odds and ends. It may have taken the chef all of ten minutes to make the dish. I didn’t see anyone else getting the appetizer. We thanked the server. The appetizer tasted good.

We were served our food, and you’d think that would be the end of it. But it wasn’t. We didn’t order dessert. But we received a plate of flan and four spoons anyway. No one asked us; we just got the flan (it tasted really good). We weren’t charged for either little extra.

These twin activities impressed us, so much so that I’ve even linked back to the restaurant. Win-win!

Surprise and delight your customers. Or, as I’d like to say, where’s their flan?

Being Likeable

By no coincidence, Kerpen named his company Likeable Media. From its positive name to its obvious association with Facebook, the book and the company are all about creating positive and meaningful experiences for customers and potential customers.

Kerpen begins with listening and with careful, accurate, and specific targeting. E. g. not all women in their 50s have the same interests. He strongly urges marketers to dig deeper. He also encourages them to have empathy for their customers. Is a post interesting? Would it be welcome to the customer base?

The first fans should be preexisting customers, with perks for the really rabid fans. Another skill to master: engaging in a true dialog. This means not just accepting praise, but also effectively and expeditiously responding to complaints. It also means owning up to your mistakes when you make them.

Honesty

Kerpen advocates authenticity, honesty and transparency in dealings, and promoting an exchange by asking questions, which goes right back to listening. From listening, comes the surprise and delight. Did the restaurant hear us complaining about slower than normal service? Possibly. The appetizer and the flan certainly helped to quell those complaints and win us over.

Because he’s talking about social media (and not restaurant service), Kerpen’s flan moment doesn’t just cover coupons and offers. It’s also the sharing of stories as social capital. Some of this includes stories of the company (e. g. how a product was invented that spawned an industry). But it also encompasses the stories of the customers themselves.

Imagine being a soft drink company and asking customers who drank your soft drink during their first date to share their love stories?

Finally, rather than hard selling, Kerpen exhorts marketers to simply make it easy to buy. Good products and services will always have customers. Generally, you don’t need to massage demand. But you do need to make it easier for customers to open their wallets.

A terrific, breezy read, well worth your time.

Rating for the Book and for Dave Kerpen Himself

5/5 stars

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Book Review: Jab, Jab, Jab, Right Hook by Gary Vaynerchuk

Jab, Jab, Jab, Right Hook by Gary Vaynerchuk

Jab, Jab, Jab, Right Hook is a bit too cleverly named, but the premise is an interesting one.

Essentially, what Gary Vaynerchuk is saying is, little bits of content and engagement which reach your potential customers are the setup for the big finish (which is not really a finish, actually) of a call to action and an attempt to make a sale.

The other major premise of the book is that all platforms have their own native quirks and idiosyncrasies. Therefore what is reliable on Pinterest, might fall flat on Facebook.

What is killer on Tumblr might get a shrug on Instagram. And what is awesome on Twitter might bring the meh elsewhere.

But that all makes sense, as these are somewhat different platforms. Their demographics are different. They have differing user bases and numbers of people online at any given time.

Breaking Down What Went Wrong, and What Went Right

So, the most powerful part of this work was in the analysis and dissection of various real-life pieces of content on the various platforms. Why did something not work?

Maybe the image was too generic or too small or too blurry. Or maybe the call to action was too generic and wishy-washy, or the link did not take the user directly to the page with the sales information or coupon.

Or maybe there was no link or no logo, and the user was confused or annoyed.

While this book was an assignment for my Community Management class, the truth is, I can also see it as applying to the User-Centered Design course at Quinnipiac. After all, a big part of good user-centric design is to not confuse or annoy the user. Vaynerchuk is looking to take that a step further, and surprise and delight the consumer.

Give people value. So, give them what they want and need, or that at least makes them smile or informs them. In the meantime, show your humanity and your concern.

And work your tail off.

A terrific read. Everyone in this field should read this book.

Ten Years Later, What Do I Think?

Well, I think that the points Gary V makes are exceptionally valuable for the purposes of marketing. If the user has no idea what you want them to do, then they’ll just do nothing.

So, what do you want them to do? Download an app? Leave a review? Click on a link? Make a purchase? Share a post?

This is why virtually the best buttons you see on any website are the only that just say Click or Buy Now. Nobody writes War and Peace on those. Hell, you just plain can’t! The same should be true for any place where you’re putting a call to action.

This is vital for writers as well, and not just for the marketing of their wares. If you want to evoke sadness in the reader, then you had better make it clear that the characters are experiencing, or they are experiencing a sad event. Show the first with crying or depression or the like. And show the second with a truly sad event: a death, a divorce, losing a job, failing a class—you get the idea.

This book and its contents have never been more relevant. My review and rating still stand.

Rating

5/5 Stars

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