Allowing colleagues and co-workers to view your Facebook and MySpace page has been a conflict my friends and I have struggled with since graduating from college. Is it appropriate to allow your workplace access to your college pictures? And more importantly, will we be judged based upon these pictures? This argument has plagued my generation. When the following question came across our ASAE listserv, I couldn’t wait to see what other people thought. The original post was from a communications company looking to hire an assistant. While the employer was browsing applicants’ Facebook pages, they found “stuff that was disturbing and raises questions about the suitability for a couple of the candidates.” The employer wanted to know if it was appropriate to mention/question an applicant about his or her Facebook profile, and was “looking for tips on how to navigate this situation.” The listserv took off like rapid fire as my inbox proceeded to be inundated with opinions and tips from all over the map!

Some people felt the candidates should have cleaned up their Facebook page and that my generation is too open with social networking. One woman stated, “Bottom line: I think job seekers should be savvy enough to know their stuff is out there and self-censor, or not, as they feel is appropriate. A friend of mine de-activated her totally tame profile for a while during a federal hiring process, and I think that’s wise in this climate.” This really made me think: De-activate my profile over a frat party in college? Get real?!?!

The beauty of Facebook is being able to keep in touch with numerous people, as you can send messages, write on their wall, and even tag pictures of events you have participated in. In a day and age where time is valuable, it makes keeping in touch easy. I immediately knew there would be one person who could relate to me on this issue. “Pat you have to come in here. I can’t believe this,” I yelled to Pat Cauley, whose office is across the hall from mine. He was in shock too, “Do they even know how Facebook started?” he asked. “Obviously not, we have to set the record straight.” Pat and I collaborated and came up with this Listserv response, “I joined Facebook in the fall of 2004 as a college junior. At the time you needed an .edu e-mail address to even join the site, as it was an online social diary/interactive yearbook. As the place where we like to connect with and keep in touch with college and high school friends, this should not represent a young professional’s work ethic or ability. Imagine if your employment qualifications were based upon your pictures from Woodstock that suddenly surfaced online.” Again, my inbox was like rapid fire—e-mail, e-mail, e-mail, I couldn’t believe how many responses. Some responses agreed with my view while others didn’t. However, I found the most surprising post came from a CAE (certified association executive). He has hired two people in the past six to eight months and actually passed on dozens of applicants who had no findable Internet content. Why? He felt just because questionable behavior wasn’t on Facebook, doesn’t mean the applicant didn’t partake. He decided he knew more about those applicants who were engaged on the social web than those who weren’t.

So, I guess you are damned if you do and damned if you don’t? I welcome you to check out my page and let me know what you think. Or better yet, why doesn’t everyone relax and enjoy this humorous infomercial parody video of Facebook.

Katie White is ERA’s retailer relations manager.

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As I prepare for this year’s ERA Annual Awards Show under the call to arms “Retailers Rock,” I’ve been on an iTunes download binge worthy of Barry, Jack Black’s dogmatic record clerk character in the movie “High Fidelity.” A few classic gems from the Stones and The Who, a nice sprinkling of three-chord bliss from the likes of X and the Ramones, even a download of The Tubes’ first gem, which provided the soundtrack for my first job as a pump jockey at 16. Maybe this latter disc was prescient for what I would go on to do for a living for it contained the Zappa-esque, “What Do You Want From Life?” Sample lyrics:

“What do you want from life?
To get cable TV and watch it every night…
Well, you can’t have that, but if you’re an American citizen you are entitled to:
A heated kidney shaped pool,
A microwave oven—don’t watch the food cook,
A Dyna-Gym—I’ll personally demonstrate it in the privacy of your own home,
A king-size titanic unsinkable Molly Brown waterbed with polybendum,
A foolproof plan and an airtight alibi,
Real simulated Indian jewelry,
A Gucci shoetree,
A year’s supply of antibiotics…”

You get the idea. Yes, this was the ’70s and drugs were prevalent in the workplace. But it also points out how personal each person’s quest for nostalgia is and why, despite the best efforts to tap into a collective consciousness for the good ‘old days, advertisers so frequently fail in their attempts to reference music in television advertising.

Personally, I don’t care if I ever hear another cut from Fleetwood Mac’s “Rumors” in this lifetime. That “Now dare you go again, you say you want your freedom” thing has been warbling on the radio ad naseum since both Steve Nicks and I actually had abdominal muscles. Nor is Led Zeppelin going to make me ever buy a Cadillac. And please spare me the Ameriprise and Cialis ads with well-heeled, frisky Centrum Silver Surfer-types frolicking on the beach (Psst: they’re havin’ sex tonight!) I’m an American. I want something new. And shiny.

Nobody serves this up better than Apple that consistently introduces new candied-like objects of desire accompanied by fresh cuts that springboard out of their commercials to become the soundtrack of our lives—today. Whether it’s introducing U2’s “Vertigo” or breaking Yael Naim’s “New Soul, “ they’ve got it down. Heck, my mother—who is in her 70s—bought the new Coldplay as a result of their most recent ad.

I imagine the younger generation—the one I’m a guest speaker to annually who have informed me that the Geico caveman spots are the apex of good advertising—would site U2 and Coldplay as contemptible examples of sellout bands. Meanwhile, my son listens to Tom Petty, while I favor Snow Patrol. Bottom line: With easy access to an infinite catalogue, tidy generational generalities don’t work anymore. I lived through the Gerald Ford Presidency, disco and “Family Feud” once and it was enough, thank you. So, even though the juice in my gin may be of the joint variety, I need it to move to Amy Winehouse, not April Wine. Hit me.

Rick Petry is ERA’s interim-CEO

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There’s a big fuss across the pond about two men kissing. A recent Heinz ad was taken off the airwaves after the UK Advertising Standard Authority received over 200 complaints.

And I always thought they were supposed to be so much more open-minded than us Yanks! A Boston news outlet’s editorial claims, “As far as images of same-sex families go, it’s positively delicious.” I think that author missed the boat completely. What’s funny is that I don’t think the commercial has anything to do with being gay. We’ve discussed marketing to gays on this blog before, but this is an entirely different scenario. The idea behind the ad is that the deli mayo is so authentic tasting that the “mother figure” is replaced as a New York deli worker. Either that, or it’s normal for children of gay couples in London to call their one father “mum” and for that person to be dressed in the morning like they’re working at a diner.

Heinz used creativity in making a provocative, compelling and memorable ad. What more could a brand want?

What’s your take on the ad? Was Heinz wrong to make it? Were they wrong to pull it?

Pat Cauley is Electronic Retailer magazine’s eMedia Editor

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If you’re reading this blog, chances are that you already know how important it is for consumers to be able to view videos online. Online videos help sell products because they let consumers have a “virtual test drive” of a product before they buy it. These videos get consumers excited about new products and make them want to learn more about emerging trends. Today, the same is increasingly true of political candidates and issues. Long before votes are cast in November, millions of Americans will participate in the political process by watching videos on the Internet. According to a recent Pew poll, as many as a quarter of adults have already watched political videos online. That number is expected to grow. Perhaps the more exciting news is that the Internet appears to be getting more people involved and informed. The United States has historically had some of lowest voter turnout among developed democracies, and much of this apathy occurs when voters do not feel informed about the issues. It is difficult to “accidentally” read a newspaper or tune into the evening news, but it is quite easy to come across political information online by mistake. More than half of those who reported viewing political videos online said they did not go on the Internet for the purpose of learning about politics. That means the availability of videos online is helping to strengthen participation in the political process.

Aside from political videos, the Internet is also ripe with funny videos we share with our family and friends.

Then you see this charming cartoon you half remember from elementary school, and you learn about a threat to the freedom of the Internet.

Click here to learn more about the threat to the Internet’s viability and freedom.

Tomi Turner works in ERA’s government affairs department

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ERA and Electronic Retailer were on the road last week attending Internet Retailer, DM Days, Mobile Marketing Forum and the INPEX show. We also managed to have an awesome reception in Times Square at the offices of Manatt, Phelps & Phillips, LLP. ERA would like to thank its reception sponsors: Manatt, Litle & Co., O’Currance Teleservices, Dream Team Direct Inc. and Media Funding Corporation. Below are some photos from the various events. Enjoy!

ERA’s Katie White awaits the guests…

InfoTech’s Cole Van Heel, Dream Team’s Mike Moreau and SF Video’s Steve Feinberg

The goods…

ERA’s Robin Greenspan with Andrea Rose

Networking…

Power Direct’s Bret Butterfield, Liquid Focus’ Ken Osborn and MFLS’s Scott Swanson

INPEX took place at Pittsburgh’s David L. Lawrence Convention Center- the largest green building in the world.

Inventors were able to pitch their products for possible inclusion on “The Tonight Show with Jay Leno”

Electronic Retailer’s Pat Cauley with PurBlu’s Eva Lorini

C Spot Run Productions’ Wendi Cooper with Product Strategies’ Michael Planit

Save the date: ERA Santa Monica reception on July 16th! Email Katie White at kwhite@retailing.org for more information!

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A while back, I wrote an article that discussed the viability of viral marketing for Electronic Retailer’s September 2007 issue. In the article, I mention different campaigns that have used viral marketing and succeeded, as well as a few that didn’t pan out (think “Snakes on a Plane” bombing at the box office).

According to Wikipedia, viral marketing refers to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, akin to the spread of pathological and computer viruses. It can be word-of-mouth delivered or enhanced by the network effects of the Internet. Viral marketing is a marketing phenomenon that facilitates and encourages people to pass along a marketing message voluntarily.

Below are two current, successful viral campaigns:

The first video shows how a well-established brand like Bud Light uses viral marketing to keep itself hip, fresh and funny. This video was brought to my attention via word-of-mouth while out this weekend.

The second shows how a less established brand uses YouTube to drive to its website and keep potential customers engaged and entertained.

The fact that you viewed these videos means I just helped move the viral campaigns forward. Whether you share it with your family and friends, a true test of success is up to you.

Pat Cauley is Electronic Retailer magazine’s eMedia Editor

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Recently, many news outlets have been discussing the launch of Discovery’s new channel: Planet Green. A story from AP’s David Bauder claims the environmentally focused network is not what you might expect. The New York Times ponders if viewers are ready for “eco-friendly” television.

Electronic Retailer proudly boasts Planet Green as its May cover story. To read our exclusive interview with Eileen O’Neill, Planet Green’s president and general manager, click here.

Do you think the channel will be a success?

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The following are a few photo highlights from ERA’s recent Government Affairs Fly-In in Washington.

Upcoming ERA Networking Receptions:

June 10: NYC

July 16: Santa Monica

Email Katie White for more information at kwhite@retailing.org

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