ch-ch-changes* (toward authorial transparency) |


I have had my posterous blog up for a few years. I have used it mostly as an enhanced bookmarking tool to capture web sites (sometimes) and blog articles (mostly) I thought were interesting. posterous provides a very cool toolbar button that lets users re-blog content from anywhere to their own posterous blog. posterous will pull selected text into the new post, or, if no text is selected, all the content.

posterous provides a link back to the source content and uses the source subject line and name as the subject line for the new post: for example, "My Post About Cats |"). however, the unwitting and unscrupulous can simply delete the references and presto! newly birthed content, squirmy and a bit slimy. I wrote about one of these characters and the tension between social sharing and theft way back in 2009.

in researching for an update to that post in the last few weeks, I've discovered something. by and large, smart people do not like it when their admirers (or competitors) take entire posts and slap them up on their own site, even when the borrower gives proper credit to the source. this has something to do with changes in how search engine rankings are calculated. link juice, that mysterious elixir produced a link to one's website. ain't what it used to be.

a bigger factor is the whole reason for producing valuable content - getting traffic to one's site. write enough good stuff, create a steady flow of visitors, and you can charge for ads on the pages. you become known as a source for good information and traffic swells even more. google pricks up its robotic ears and pushes up the site that is getting all the likes and shares. but if some percentage of prospective new visitors are finding your good stuff on some other site, it reduces the value of your site!

so - I will no longer reblog whole posts on my posterous site. it will continue to serve as a curatorial site. but I will excerpt a section of the source article that i find especially interesting and post that, along with my riveting insights (that's a joke) and a prominent invitation to read the original article at the original site. that's link love, how it oughta be!

* song credit: david bowie

I went off on a bit of a tangent earlier and wrote a post over on my "serious" blog. hackles were raised. I do not believe that marketingprofs is ripping off hubspot content for fun and profit. or vice versa. just asking for a little more due diligence is all.

Google's SEO Guide On A/B & Multivariate Testing | Search Engine Land

essentially, some tips on how to let google know you aren't trying to game the rankings - show the same test to all user-agents, use 302 redirects, and keep it short for goodness sakes!
common sense note - if you don't have a significant number of samples, you're just pretending to be scientific..
Google posted some guidelines on how you can conduct A/B or multivariate testing and stay clear of any issues with being listed in its search engine, such as avoiding penalties.
via (click through to read the full article)

image: ladyleet blog

Generate Leads w LinkedIn Announcements | MarketingProfs


got this marketingprofs tip in my inbox today. seems like a lot of the gurus are drinking from the hubspot well this week. the lede on this post was "if you're not using linkedin to get leads, you're an idiot." (my paraphrase) what I found interesting was that they repurposed hubspot's recommendations without explaining what linkedup announcements I went and looked it up.


so - in order to use the announcement feature, you have to be a linkedin group manager. and the announcement goes out only to group members - if they haven't turned off announcement because you spam them every week. so it's like having only a few bullets. use them wisely, and keep count for pete sakes. you don't want to end up with clint eastwood asking if you feel lucky, do ya, punk?:) 

having solved that mystery, on to the tips!

With LinkedIn Announcements, you can send email messages straight to the inboxes of likely prospects. Sound good? Here's the right way to do it:

·      Ditch the default subject line. If you don't take the time to write an original subject line, why should anyone take the time to read your message? Treat this like any other email campaign—intrigue your recipient with a subject line that compels further investigation.

·      Make your copy irresistible. Grab your reader's attention with a relevant case for action. "This is a great place for stats—not only can they present a compelling case in a short amount of space," she notes, "but they can also help readers visualize a particular topic or subject matter, which will help pique their interest."

·      Include a call to action. Don't expect anyone to read your mind. Make your call to action, and the pathway to conversion, perfectly clear.

·      Don't be a jerk. Would you want an endless stream of irrelevant LinkedIn Announcements? Probably not. So treat this access to a prospect's inbox with respect.

via (click through to the full post)


An Intelligent Approach to Influence Measurement |

excerpt from paul's article below - "influencer" determination to date has been pretty superficial. the Awareness tool aims to dig a little deeper and yield more meaningful insights

Here’s how it might work: A user could search Twitter for people who have engaged directly with a brand more than twice over the last month, have mentioned the brand more than five times and have more than a specified number of followers. The suite can also dig into publicly available profile information to add filters by location, profession or any other data that is publicly available on Facebook or Twitter. So if you’re looking for health care professionals in the Milwaukee area who frequently recommend Motrin over Advil, you can find them for prospecting or a targeted marketing campaign.

Awareness goes a step further by combining public profile data with conversation topics to create prospect databases. This information can be imported into CRM and marketing automation packages, easing what is usually a laborious manual process. Integration with is built into the first product and most of the leading platforms will be added over time, according to Mike Lewis, VP of marketing at Awareness. This addresses the problem of lead quality, which is the biggest cause of sales waste.

via (click for full article)
image credit


Not Tracking Social Media ROI is Your Fault | Convince and Convert

Here's the buried lead in Jay Baer's awesome post about measuring the financial impact of social media:

it's not about the leads

ironic, huh? ask any smart salesperson or strategist to identify their best customer, and they will tell you, "the one who's bought from me before." why? because everything about selling to them a second time is cheaper, ergo more profitable...and social is a great way to keep the handshake warm.

Turn Social Media ROI Upside Down

A third area where we’re to blame for not measuring social media ROI effectively is in thinking about social effectiveness purely through through prism of new revenue generation.

Here’s my prediction: We’re going to look back at the early days of social media and say “why did we think this was about customer acquisition, when it’s clearly about loyalty and retention?”

The people that are fans of your company on Facebook? Current or former customers (84% says research from DDB). The people that read your company tweets? Current or former customers. The people that read your company blog and watch your videos and look at your pins? Current or former customers.

via (the rest of the article is great too. read it.)


An Interview With Facebook’s Libby Leffler: Facebook and Nonprofits | Beth’s Blog

Choosy nonprofits choose Beth.


Beth Kanter, that is, for spot-on strategy and implementation advice. Here's a snippet from a chat Beth had recently with a member of Facebook's strategic partnerships team. Libby had this to say about the social media giant's goals in working with causes and nonprofits:

Facebook is all about sharing and connecting.  On Facebook, people connect with friends, family, their communities and the issues and causes they care about most.  Causes can be some of most personal things that individuals connect with and represent as part of their identity on Facebook.

Our goal is simple: we want to provide causes and nonprofits with the tools that they need to best utilize our platform.  We work to empower the millions of people and organizations that use Facebook to create high-impact solutions to problems big and small, all over the world.

via (click through to read the full interview)

good stuff - and Beth indicates that FB is not just talking the talk. Don't forget to read the comments on Beth's posts - some of the best people working in the nonprofit space today chime in on a regular basis.

photo: Beth's Blog 2012

Google Makes Remarketing Easier For Advertisers | TechCrunch

ever get the feeling an ad is stalking you? it's called remarketing, and you'll be seeing a lot more of it


Google just announced that it is bringing its Google Analytics and Google Display Network closer together to give advertisers an easier to use option to remarket to very specific audiences who have previously visited their websites. This new service, says Google, simplifies the remarketing process and gives its advertisers more flexibility and “new ways to connect with [their] target audience.”

Until now, website owners had to use at least two different tags on their sites to enable remarketing and weren’t able to use the same detailed stats that Google Analytics offers to segment their audiences. Now, with its new Remarketing for Google Analytics feature, Google is making this service significantly easier for advertisers, which will likely mean that you will also soon see significantly more retargeted ads as you browse the web.

via (click for the full article)


Manage multiple WordPress sites with ManageWP, WPRemote and InfiniteWP | WordPress Garage

Nice review of three tools for managing multiple sites in wordpress. spoiler alert: I excerpted the winner, but YMMV



I saved the best for last! InfiniteWP is a little trickier to set up because you need to upload files to your server, but it is so worth it! First of all, InfiniteWP is FREE! And, second of all, since you’re hosting it on your server, you’re not dependent on a third-party service and you have more control over the security.

And, guess what! InfiniteWP is FREE!

via (click through to see all the reviews)


5 Facebook Marketing Resources You’re Not Using Yet | Mashable

piece from mashable on Facebook's homegrown resources for marketers

Take a peek at the following resources and, as always, please share your own Facebook marketing advice in the comments below.

1. Facebook Studio

If you’re looking for examples of successful social marketing, turn to Facebook Studio for inspiration. Studio curates game-changing campaigns that have appeared on the social network. In addition to a gallery of marketing efforts, the site presents Facebook Studio Awards to exceptional campaigns. You can even submit your own. Studio highlights campaigns from all over the globe, so you can see what works in other cultures, too.

via (click to see all the coolness)


11 Social Media Automation Mistakes to Avoid Like the Plague | Hubspot

I do some autoposting, but try to keep it to a minimum...good article from Hubspot on what not to do!

The critics cry, "Social media is supposed to be social!" The supporters retort, "It's all about efficiency!" Surely, there's a middle ground, right? Just look at those adorable little robot eyes. Automation can't be all bad, right?

We certainly agree. Social media automation can be done right. Just avoid the following 11 awful social media automation mistakes, and you'll be good to go.

via (click through to read whole article)