Yesterday, the Federal Trade Commission released its revised Guides Concerning the Use of Endorsements and Testimonials in Advertising. The Guides are more than 80 pages long, so we’re still analyzing the changes. However, there is no question that our extensive advocacy efforts have had an effect on the final iteration of the Guides. The commentary included with the changes explains that advertisements using consumer testimonials should be evaluated by the net impression of the advertisement. A footnote in the revised Guides also suggests that in some cases a disclaimer could be sufficient. A more comprehensive legal document will be circulated shortly, but it is clear from a preliminary review that our efforts have not been made in vain. The 35 advocacy meetings on the Hill, 40 constituent meetings at the Fly-In, the testimony before the Senate, two sets of detailed comments and our suggested language were all helpful in presenting our case to the FTC.
However, the new Guides certainly do present some challenges, both to traditional TV marketers and those in social media. ERA is already planning educational opportunities that will provide suggestions for compliance with these changes. We hope the FTC will seize the opportunity to improve the marketplace by presenting to these changes to ERA members at one of our conferences.
Members who attended the Fly-In, supported the Leadership Reception, participated in the Government Affairs Committee, helped to author and review our comments to the FTC, and of course, testified before the Senate, were all instrumental in mitigating some of the more harmful changes. We thank you.
In the first half of this year, I talked about retailers revamping their marketing mix in the wake of the 2008 holiday season. Now as we approach another holiday season, online retailers have the benefit of knowing more about how their customers react and respond in tough economic times. Now is the time to harness that awareness and strengthen your bonds with customers. Whether you are a marketer, or business owner who wears the marketer hat, you can introduce some new ways to deepen the customer connection.
Expand beyond the walls of your website: September signals a flurry of activity running the gamut from back-to-school functions to various business networking forums. So take this approach and apply it to the online world. For example, many retailers are developing portable widgets that link to their content and services and finding other “outposts” across the web to place the widgets. In addition, the concept of an app store, such as the Conduit Marketplace, is one venue that allows businesses such as eMusic, Cartoon Doll Emporium and Pretentious Pooch to distribute their content and services beyond the walls of their websites. Customer acquisition and overall satisfaction get a boost with this expanded online presence, as more and more customers laud the efforts of retailers who develop convenient applications to meet their needs.
Make information easy to access: Time and again, one popular method retailers use to try to keep consumers satisfied is discounts. Once you understand your customers’ needs and the factors driving their decisions, you need to alert them to the promotion without spending so much time and money doing so that it drains your coffers. Savvy online shoppers know to search for coupons and promotions on sites such as RetailMeNot and A Thrifty Mom. As a matter of fact, these sites have even created customized applications on which shoppers can receive updates via their browser. These sites go the extra mile to be on the same page as consumers by not only lending a virtual helping hand with coupons and discount codes, but also providing a simple conduit to the information their users covet.
Provide convenient forums for feedback and questions: Social networks such as Facebook and Twitter offer another means to gather feedback and answer questions about your company and products. Don’t be shy about utilizing these avenues, but you must plan to be diligent about updating and responding so that negative comments don’t go unanswered. If you decide to create a business Twitter persona, or already have one, decide whether the primary function will be to serve as help desk or a personality that provides color and commentary within your industry. Then make sure that you have a consistent voice as you disseminate messages and responses. Make sure you aggregate all of your social networking tools on your website and create a conduit to customers with a branded community toolbar. Pretentious Pooch, an upscale pet supply store based in Baltimore, is a great example of a small retailer that has been able to deploy social media, content, and e-commerce in a single location to drive loyalty and sales.
The California Supreme Court’s recent decision to uphold Proposition 8, which bans gay marriage, has sparked statewide protests. As discussed on this blog before, social media has changed the way in which people organize their efforts for a united front.
The recent Prop 8 protest in West Hollywood was publicized by blogger Perez Hilton via posts and tweets and brought out not only celebrities, but also readers that may have otherwise been unaware of the protest. As can be backed up by abysmal ratings, the only reason Hilton’s recent spat with Miss California over gay marriage got any traction at all was through social media, not because hordes of people actually watched the Miss USA pageant live. Either way, utilizing social media to organize and reach mass audiences for marketing purposes or otherwise may soon be considered a luxury for U.S. citizens.
Ahead of the 20th anniversary of the bloody crackdown on Tiananmen Square this week, Chinese authorities have rounded up dissidents and shipped them out of town. Now, they’ve even shut down Twitter.
Along with their usual methods of muzzling dissent, the authorities extended their efforts today to silence social networking sites that might foster discussion of any commemoration of the events of June 3-4, 1989.
The action is a new sign of the government’s concern of the potential of such technology in an authoritarian society where information is tightly controlled.
China has the world’s largest online population, and Internet communities have proven increasingly influential in spreading word of events to everything from student protests to group shopping excursions.
People are going outside the normal, controlled channels to set up communities online, spreading information about campus unrest and other potentially subversive activities taking place in this vast nation.
Government Internet monitors have shut down message boards on more than 6,000 Web sites affiliated with colleges and universities, apparently to head off any talk about the 1989 events, according to the Hong Kong-based Information Center for Human Rights and Democracy.
Numerous blogs maintained by edgy government critics such as avant-garde artist Ai Weiwei have been blocked and the text-messaging service Twitter and photo sharing site Flikr could not be accessed within China on Tuesday. Video sharing site YouTube has been blocked within China since March.
Additionally, CNN reports that even the U.S. military is now using social networking sites to reach out to non-traditional audiences by documenting the war efforts in Afghanistan. One thing’s for certain- whether organizing protests or simply shooting marketing messages out to consumers, it will be interesting to see how social media’s role within our lives continues to evolve.
As a member of the Twitterati, I’d like to share my thoughts on what using the service can mean to marketers. The ability to send and receive short messages in real time is a logical next step in technological evolution. The service lengthens the list of communication options that includes e-mail, instant messaging, Facebook, LinkedIn, RSS, text messages, even the trusty old telephone. As a public relations and marketing consultant with expertise in Internet-based social media methods, my firm understands the importance of tapping into the newest new thing to reach audiences and hear back from them. So what have I learned about Twitter so far?
Twitter on Main Street
One thing has come across loud and clear: Twitter is much more than just a means to inform others about your activities. Yes, the free messaging service poses the question: “What are you doing?†but effective users don’t waste time on pointless status updates. The Twitter-savvy take advantage of the tool to spread information instantly and add value to a conversation. What do the jet landing on the Hudson River and mayhem in Mumbai along with earthquakes, fires and riots around the globe have in common? They all got immediate attention when eyewitnesses tweeted firsthand accounts. Mainstream media have taken notice that news breaks fast on Twitter so they solicit input and news tips from users. CNN incorporates feedback it gathers via Twitter to shape subsequent broadcasts.
For marketers the ability to reach customers quickly—for free—has obvious merit. Twitter provides a handy way to address customer queries, comments and complaints. It’s a way for marketers to maintain a dialogue with customers that can establish and sustain relationships. It’s a way for marketers to listen and learn what their customers want.
Twitter Quitters
Number crunching by Nielson Media Research indicates 60 percent of Twitter users abandon the service after 30 days, meaning just 40 percent stick with it. That retention rate is far lower than social networking heavyweights Facebook and MySpace experienced when they launched. In fact, when they were emerging networks, their retention rates were twice as high as Twitter’s.
I recently had the distinct pleasure of attending the Coachella Valley Music and Arts Festival. Wow! It was simply incredible to hear a legend like Paul McCartney and dance the night away to The Killers and MSTRKRFT.
Coachella was nothing like my experience at a Radiohead concert last May where weather complications prohibited the use of technology, forcing my friends and I to wonder aimlessly in the pouring rain sans cell phones. Coachella’s weather was perfect. Not only were we able to use our cell phones, Coachella was also completely up to speed in its use of social media. From an official Coachella iPhone application to a live Twitter feed, concert-goers were always in the know with updates and information. I even recently added Coachella as a fan page to my Facebook profile.
Corporate sponsors were also very visible to concert-goers. “Meet me at the Heineken beer tent,†became a popular phrase during the three-day extravaganza. Coachella will be forever ingrained in my head along with visions of sunshine, palm trees, mountains and the Naked Wizard? Yes, probably the most talked about event from the concert had nothing to do with musical acts. Now a viral sensation, the Naked Wizard definitely gives credence to Andy Warhol’s insightful prediction many years ago that everyone in the future would be famous for 15 minutes. I’m hoping my 15 minutes are dramatically different than the Naked Wizard’s.
Coachella aside, another recent event was the perfect move for a brand trying to connect with consumers via music.
This T-Mobile-sponsored affair is reminiscent of when Ferris Bueller sang “Twist and Shout†through the streets of downtown Chicago, except this is real life. As the media landscape continues to change and evolve, brands would be smart to follow the lead of Heineken, T-Mobile and others that incorporate themselves into consumers’ everyday lives in unique and engrossing ways.
Recently, I opened up my community newspaper to learn that my favorite shoe store was going out of business—another victim of the economic meltdown. Another blow came a few days later when my husband and I drove to one of our favorite neighborhood restaurants only to be greeted by a sign on the door that read: Thank you for allowing us to serve you these past few years. Unfortunately, we have closed our doors.
Although for several months, we’ve all heard the news reports about companies and industries in dire straits, the reality is much more sobering when you literally see the signs in your own backyard. And while some companies are bracing themselves for rough seas ahead, it’s refreshing to hear about companies that have been able to prosper despite such difficult times.
Take, for example, the company featured on this month’s cover, Zappos.com. This online shoe store reached the $1 billion mark in sales for the year. How has this nine-year-old company been able to do it? According to CEO Tony Hsieh, by focusing on building an enjoyable corporate culture and enhancing the online customer experience—whether it’s through free shipping or complimentary upgrades.
However, Zappos isn’t the only e-tailer to pull out all the stops for customers. Retailers plan to make online shopping more appealing to Christmas shoppers. In fact, a 2008 eHoliday Study conducted by Shop.org shows that 78 percent of retailers plan to offer free shipping with conditions. What’s more, to attract holiday customers, they have invested in new site features to augment their purchasing experience. Such features include:
• 42.9 percent of retailers have added improved site search to help customers navigate sites more easily;
• 24.6 percent added product video; and
• 32.7 percent offered customer reviews.
These online retailers are well aware that tight budgets will force people to hold out for the best deals. Perks like free shipping with conditions is just a snippet of what e-tailers are doing to entice budget-focused shoppers. According to the Shop.org study:
• 27.1 percent of retailers have added and enhanced clearance sale pages;
• 31.3 percent added featured sale pages; and
• 25 percent of online retailers added a Facebook page.
Why do more shoppers prefer purchasing online rather than shopping at brick-and-mortar retailers this holiday season? The study reveals that 58 percent of consumers cite 24-hour shopping convenience as one of the primary reasons. Their desire not to battle crowds is another reason consumers give for their online shopping preference.
This year, brick-and mortars like Mervyns and Linens ’N Things have succumbed to the weakening economy. However, other retailers refuse to rely solely on in-store traffic to generate holiday sales. Retail giant Walmart, for instance, integrates its online and retail efforts with its Site-to-Store program, where customers can order their merchandise online and pick up their purchases at a nearby Walmart location. As an added incentive, the retailer offers free shipping. Other retailers like Toys “R†Us and Borders focus on coupon promos and online deals.
Of course, these are challenging times for our industry. But what companies like Zappos teach us is that it’s possible to overcome those obstacles if you remain consistent with your marketing message and stay focused on ways to best serve your customers.
Can you believe we’ve had this online community for a year already? Thank you to everyone who has read, commented, voted and contributed to this ongoing social dialogue. As we move forward, I thought it might be fun to look back at some of the more interesting, funny, thoughtful or even provocative posts from the past year. As we said from the get go in launching this blog: Join the discussion—we dare you!
Some mainstream media outlets like Fox News continue to shape this debate within their own agenda’s terms, such as cropping this photo in an online article to distort the poster’s actual message.
The poster actually read “We Will Not Fight H8 with HATE.†When it comes to California’s gay marriage opponents, I’m beginning to wonder—are they the ones actually playing with fire?
The Obama campaign has already received flattering press concerning its multichannel marketing and online efforts, especially considering McCain’s lackluster presence in those spaces. Much like in Obama’s case, those who voted no on Proposition 8 tend to be younger and more tech savvy than their “Yes on 8†counterparts.
California has seen an outpouring of demonstrations ranging from quiet vigils to noisy street protests against Proposition 8, including rallies outside churches and the Mormon temple in Westwood, as well as boycotts of some businesses that contributed to the “Yes on 8†campaign.
Many of those activities have been organized not by political professionals and established leaders in the gay community, but by young activists working independently on Facebook and MySpace. The grassroots activism is a tribute to political organizing in the digital age, in which it is possible to mobilize thousands of people with a few clicks of a mouse.
“There is an incredible outpouring of energy, of people wanting to do something†says Trent Thornley, a San Francisco lawyer who created his Facebook group, “Californians Ready to Repeal Prop. 8,†the day after the election. Thornley said his roommate told him to expect a few hundred people to join. Instead, a week later, the group has more than 200,000 members. Another Facebook group, “Repeal the California Ban on Marriage Equality 2010,†also has attracted more than 200,000 members. Many say the protests also mark the rise of a new generation of gay activists.
The Prop. 8 protest activities are more effective than old school protests because those unable to attend a rally can still donate money, join groups or send out messages that translate onto the Facebook homepage and news feed for all to see. Additionally, while only some might see the protests in the streets live, others on social networks are aware that they’re happening and are conscious of the numbers involved, regardless of how the media covers it. The implications are similar to the current outbreak of youth protests in Greece, which, according to The New York Times, the rioters used texting and websites to organize and communicate their responses against the police and other security forces.
When I pondered social media colliding with young, gay activists, my mind drifted towards “The Real World: Denver†cast member Davis Mallory. Throughout the show, Mallory strived to shed stereotypes by talking honestly about being both gay and a devout Christian. Since the show, Mallory has been using social media to continue his outreach on gay issues. “I was speaking on National Day of Silence, which is when people honor those that can’t come out around the world for fear of losing their life. I found out during the speech that picketers were there in the audience, and they started drilling me with questions. Someone filmed it all and put it on YouTube and titled it ‘Davis Mallory Twists Scripture,’†he says. Turning his opposition’s efforts on their head, he posted the videos to his Facebook and MySpace profiles because he felt his message was in tact, regardless of the video’s title.
Mallory believes the unexpected passage of Prop 8 was the kick in the butt that his generation of gays needed to get involved. “I never saw any viral videos about Yes on Prop 8. I saw tons of No on Prop 8 stuff. A lot of people’s Facebook status would be: check out this link or video, or you go on Perez Hilton and he’s linking things to other people. You go to YouTube and it’s one of the most visited things of the day,†says Mallory. He’s hopeful from the sense of community recent events have mustered with gay youth. Mallory still receives about a message a week via social networks from other gay kids telling him that he gave them the courage to come out. These efforts have real life economic effects, as well. “A lot of my friends have found out which companies have said yes to Prop 8, and they’ve agreed not to go to those restaurants or shops as another way of revolting. We finally as a community have found a cause and are doing something to fight for it.â€
This cyber activity isn’t limited to reality television stars. Mainstream Hollywood actors recently collaborated to create a video parody musical for Will Ferrell’s site Funny or Die, clearly in opposition to Prop 8.
Obviously, some will simply chalk this up to the Hollywood elite literally acting holier than thou, but there’s a bigger story here. This viral video has already gotten huge buzz and views. While people may not agree with it, they’re exposed to it, watching it and discussing it in ways not possible a few years back. The discussion of gay rights is no longer something kept inside one’s home, but has literally been brought to life through discussion boards and the like. Consequently, given the advent of Facebook Connect, those active in social media will be able to use their Facebook identities to connect with friends on various sites all over the web.
In the midst of all this, the California Supreme Court has decided to hear the cases filed against Prop 8. “Hopefully, we do continue to use viral videos and technologically savvy solutions to now show that it’s gone to the California Supreme Court and we’re trying to make a change. Obviously, it worked for Obama and it can work for us,†Mallory says of multichannel marketing efforts. While change won’t come overnight, if I was an avid “Yes on 8†supporter, I’d be concerned that I just awoke a sleeping giant.
Let’s face it, we’re addicts. We live for the Internet. We can’t function without the Internet. It controls us. But whatever, it’s awesome. We’re all curious by nature, but with the Internet, it breeds a much higher level of curiosity. I love how I can discover ANYTHING with a simple tap of my finger. It just feels so good in the morning when I have a hot cup of coffee and I make that anticipated double click to see what’s going on in the world—and by “world,†I mean Facebook, e-mail and a little CNN. Because of my addiction, I can’t resist a mindless Internet activity. So while browsing a friend’s profile on Facebook the other day, I found a new web obsession for all to enjoy: yearbookyourself.com
I’ve always wanted to know what I would have looked like in the past, especially since there were so many hairstyles that were out of whack. I mean, how could I, Jordan, a girl with curly hair, look good with a short bob? I don’t know how I would have been able to go steady with someone. Anyway, this website made all my dreams come true. It granted my wish of seeing what I’d look like with the popular hairstyles and fashions through the decades. Needless to say, I’m happy with my current look. However, in 10 years, I’ll probably think I looked like a poodle.
As entertaining as it is, the real purpose of yearbookyourself.com is to partner with malls around the country to promote their participating stores. Malls like Los Angeles’ popular Beverly Center use yearbookyourself.com to compare and contrast today’s styles and trends with those of the past. Yearbookyourself.com explains what was popular then and what’s popular now to direct the viewers to the participating stores where they can get that style. My favorite is, “Fanny packs were stylish in ’88 (no joke). For today’s more tasteful accessories, head to: Tumi, LeSport Sac, Kipling.†They probably figure that since we get the opportunity to see ourselves in different decades explaining the past and present trends, that it will motivate us to update our wardrobe.
It’s an interesting approach, because yearbookyourself.com invites us to the past to capture our attention. Considering the amount of Facebook profile pictures I’ve seen from the website, I’d say mission accomplished. However, I just don’t know how effective the partnership is because we live in a narcissistic era. People will be paying more attention to themselves rather than what stores they could visit to get a particular style. At least yearbookyourself.com can guarantee traffic and exposure due to the website’s popularity.
So, if you are up for a little photo upload, time traveling and a good laugh, I highly recommend you check it out. If you’re like me, you’ll upload a picture to see yourself as the opposite sex, too. Or maybe I’m just weird. But hey, what can I say? The Internet controls me.
Jordan Sullivan is a marketing director for Chick-fil-A.
The economic decline is top-of-mind for everyone – especially retailers – as consumers place an even stronger hold on their wallets. In such a volatile marketplace, retailers must employ creative tactics to gain a competitive edge and remain profitable. With escalating gas prices, now more than ever, shoppers are going online which puts multichannel retailers at an advantage. That considered, simply having an online channel is not enough – it’s how you market your site and engage customers that makes the difference.
Here are 10 tips and tricks you can apply to your e-commerce site to survive the recession and boost website sales.
1. Smart Merchandising - Promote Groups of Low-Cost Offers: Find inexpensive, appealing items and bundle them in a creative way as a special promotion that gives shoppers an incentive to fill their carts with many low-cost items.
2. Instant Couponing for Multiple-Category Purchasing: Drive shoppers to buy more by offering them a reasonable discount on items from other categories if they buy immediately.
3. Minimum Purchase Free Shipping: Look at your margins and offer free shipping at a purchase threshold where it makes financial sense. Shoppers will fill the cart for the reward.
4. Personalized Recommendations on the Shopping Cart Page: Personalized product recommendations (PPRs) are a recession hit: they’re important on the category page, on the product detail page and everywhere else on the site you can afford the real estate. Putting them at the point of purchase—on the shopping cart page—is a highly strategic placement that moves shoppers to buy. PPRs are recession-proof because leading vendors like MyBuys offer them on a pay-for-performance basis.
5. Value Exchange (Gift with Purchase): Offer a small gift with a minimum price purchase to help move more product, increase customer loyalty and motivate customers to sample other products to increase cart size.
6. Use E-mail Creatively: Use e-mail alerts to recommend products that shoppers want and while you’re at it, remind them of abandoned shopping cart items, which have high conversion rates.
7. Ratings and Reviews: Create a sense of community and loyalty by adding ratings and reviews to your site. Shoppers trust one another and this functionality is not expensive to implement. Also, highly rated products tend to convert at better rates.
8. Creative Use of Widgets: Make widgets highly accessible from your webpage and your Facebook page. Offer different size choices and make them easy to download. Turn your fans into advertising affiliates by having them add these widgets to their social networking pages or blogs and give them points toward purchase for click-throughs or conversions.
9. Create Special Membership Clubs: Companies like SKECHERS, Clinique and many others have successful clubs for building loyalty and growing their lists. Get shoppers to sign up, become part of your community and give you permission to market to them. Reward them with free shipping, special coupons and discounts.
10. New Customer Programs: Coupons or other incentives to turn people into first-time buyers aren’t expensive to create or manage and once you bring shoppers to your site, you can employ the rest of the tactics mentioned above to bring them back for more.
It seems everywhere you turn there’s another video that someone wants you to view. As the election season continues to heat up, people seem to spending less time watching the “tube†and more time on YouTube. BusinessWeek recently released its list of the 25 most influential people on the web. Of course you had your usual suspects, like Google’s Eric Schmidt, Apple’s Steve Jobs, MySpace’s Rupert Murdoch, Craigslist’s Craig Newmark, Amazon’s Jeff Bezos and Wordpress’ Matt Mullenweg.
However, some of the more unlikely choices justify the importance that the Internet is playing in the election, including Electronic Retailer’sJuly 2006 cover subject Arianna Huffington and Comedy Central’s Jon Stewart. According to the BusinessWeekarticle:
In the days after Sarah Palin was nominated as the Republican Vice-Presidential candidate, the web was rife with content focused on the Alaska governor. One of the most piquant—and widely viewed—video clips came from “The Daily Show.†In it, host Jon Stewart highlighted Palin doublespeak by conservative pundits. He showed, for instance, a clip of Bill O’Reilly calling the pregnancy of Palin’s teen daughter a private issue just months after the Fox News commentator had lambasted actress Jamie Lynn Spears’ parents for allowing their 16-year-old to get pregnant. “See, see what happens with the opinions on teen pregnancy is that they gestate over a period of a few months,†Stewart quipped. The video took off online, racking up 4.2 million views, a record for “The Daily Show’s†site.
I too, played a small part in this when I posted this same clip to my Facebook profile a few weeks back. NBC’s “Saturday Night Live†is seeing similar results as TVWeekrecently reported that about 51 percent of viewers of the Tina Fey/Palin skits viewed them on the web and not on television.
Have you been viewing these videos on the web? Do you think television is losing its influence? Given last night’s Vice Presidential debate, one thing is for sure—it will be interesting to see what impact the polls will have on the election.
Just when I thought social websites, such as Facebook, were attempting to provide a little more security by tweaking the adjustability of the privacy settings, I began to take note of the sponsored link ads that creep along the sides of my homepage and the pages of other unsuspecting users and wonder just how confidential my profile actually is.
Facebook knows my name, my sex, my educational background, my e-mail address and my face, literally. But just because I am a 21-year-old female does not mean I need to visit a website to meet a man, apparently of my dreams, or review a casino’s website with hopes to spend the wads of cash the typical college student has hidden under his or her dorm mattress. Should I take offense to the airbrushed images flashing on the screen promoting weight loss? Hmm, who knew simply taking a weight-loss supplement could make any girl centerfold worthy?
Is it ethical for a website to require such user information and then allow its users to be hounded with what advertisers deem relevant to our being based solely on keywords found scattered amongst our online identities? And it’s not just social networking websites. My e-mail accounts are being bombarded with sponsored links containing keywords evidently scouted out from my e-mails as well. Sure, we have the choice to sign up for such services, but should we not have to give consent for our online personalities to be analyzed and solicited?
I can accept search engines tracking my queries and on some level understand and appreciate the effort and help. Facebook and Gmail stalking my habits and statistics could be seen in some circles as abusing their rights to my personal information, and I don’t think I can get on board with it. I suggest a course of action be taken towards more privacy before many decide it may be time to defriend Facebook and put Gmail in the trash.
As frequent visitors to the blog may have guessed, there has been some inter-generational chit chat at ERA about what is appropriate for Facebook postings. As I have somehow managed to survive to age 40 in spite of a seriously misspent youth, I fall somewhere between the portion of the office who remember the impact of the first fax machines and those who can type out a Shakespeare sonnet in under 5 minutes using just their thumbs, I find myself in a slightly unique position of coming down a little on both sides of the fence.
On the one hand, I think that the “kids†(sorry, Pat and Katie) have this bizarre notion that anything they did prior to entering the work environment should not be held against them. What’s most interesting to note is that when they discuss this problem, there is a sense of ownership of Facebook. Sort of “What are these old people doing in our Facebook?†I think itÃs worth noting for the record that Facebook is open to everyone. Leaving photos of yourself from that one horrific frat party on a public Facebook profile, particularly when you put that profile on your resume, is no smarter than showing up drunk to a job interview. My point being, there is an expectation that you should know how the world works at your age and if you want to get ahead in a world that puts a value on appearances, then you need to take ownership and manage your image. In my book, itÃs probably not the inappropriate photos that are going to get someone into trouble, but the fact that they were stupid enough to not set their profile to private.
On the other hand, to the older folks (and if you think I’m going to name names for that group, think again), I have to go back to my favorite line from Stripes: “Lighten up Francis.†I “came of age†just after we discovered that sex really could kill you and, to paraphrase Bill Cosby: cocaine is a personality enhancer, but what happens if you’re an a**hole? So it’s ironic that the generation that reveled in wanton sex, drugs, Rock nà Roll (or worse, disco), and junk bonds not to mention some really questionable fashion statements in their 20’s should be so concerned about a few pictures of college juniors having way too much fun at Mardi Gras.
In short: If you are applying for a job and you are foolhardy enough to put your Facebook profile on your resume, don’t be surprised if the picture of you and the goats at your buddyÃs bachelor party become the deciding factor between you and an equally qualified candidate. If you’re on the hiring end and you canÃt ignore Facebook, just remember that testing boundaries is one of the things that makes this country great. If that doesn’t work, think about the stupidest thing you’ve done in your life (if you can remember it) and ask yourself this question: Is THAT the event that defines who you are, or is it the other 99.999 percent of your life?
Yesterday, the Federal Trade Commission released its revised Guides Concerning the Use of Endorsements and Testimonials in Advertising. The Guides are more than 80 pages long, so we’re still analyzing the changes. However, there is no question that our extensive advocacy efforts have had an effect on the final iteration of the Guides. The commentary included with the changes explains that advertisements using consumer testimonials should be evaluated by the net impression of the advertisement. A footnote in the revised Guides also suggests that in some cases a disclaimer could be sufficient. A more comprehensive legal document will be circulated shortly, but it is clear from a preliminary review that our efforts have not been made in vain. The 35 advocacy meetings on the Hill, 40 constituent meetings at the Fly-In, the testimony before the Senate, two sets of detailed comments and our suggested language were all helpful in presenting our case to the FTC.
In the first half of this year, I talked about retailers 
The California Supreme Court’s recent decision to uphold Proposition 8, which bans gay marriage, has sparked statewide protests. 
As a member of the Twitterati, I’d like to share my thoughts on what using the service can mean to marketers. The ability to send and receive short messages in real time is a logical next step in technological evolution. The service lengthens the list of communication options that includes e-mail, instant messaging, Facebook, LinkedIn, RSS, text messages, even the trusty old telephone. As a public relations and marketing consultant with expertise in Internet-based social media methods, my firm understands the importance of tapping into the newest new thing to reach audiences and hear back from them. So what have I learned about Twitter so far?
I recently had the distinct pleasure of attending the 
Corporate sponsors were also very visible to concert-goers. “Meet me at the Heineken beer tent,†became a popular phrase during the three-day extravaganza. Coachella will be forever ingrained in my head along with visions of sunshine, palm trees, mountains and 
Recently, I opened up my community newspaper to learn that my favorite shoe store was going out of business—another victim of the economic meltdown. Another blow came a few days later when my husband and I drove to one of our favorite neighborhood restaurants only to be greeted by a sign on the door that read: Thank you for allowing us to serve you these past few years. Unfortunately, we have closed our doors. 
Some mainstream media outlets like Fox News continue to shape this debate within their own agenda’s terms, such as cropping this photo in an online article to distort the poster’s actual message.
Let’s face it, we’re addicts. We live for the Internet. We can’t function without the Internet. It controls us. But whatever, it’s awesome. We’re all curious by nature, but with the Internet, it breeds a much higher level of curiosity. I love how I can discover ANYTHING with a simple tap of my finger. It just feels so good in the morning when I have a hot cup of coffee and I make that anticipated double click to see what’s going on in the world—and by “world,†I mean Facebook, e-mail and a little CNN. Because of my addiction, I can’t resist a mindless Internet activity. So while browsing a friend’s profile on Facebook the other day, I found a new web obsession for all to enjoy: 
The economic decline is top-of-mind for everyone – especially retailers – as consumers place an even stronger hold on their wallets. In such a volatile marketplace, retailers must employ creative tactics to gain a competitive edge and remain profitable. With escalating gas prices, now more than ever, shoppers are going online which puts multichannel retailers at an advantage. That considered, simply having an online channel is not enough – it’s how you market your site and engage customers that makes the difference.
It seems everywhere you turn there’s another video that someone wants you to view. As the election season continues to heat up, people seem to spending less time watching the “tube†and more time on YouTube. BusinessWeek recently released its list of the 
Just when I thought social websites, such as Facebook, were attempting to provide a little more security by tweaking the adjustability of the privacy settings, I began to take note of the sponsored link ads that creep along the sides of my homepage and the pages of other unsuspecting users and wonder just how confidential my profile actually is.
As frequent visitors to the blog may have guessed, there has been some inter-generational chit chat at ERA about what is appropriate for Facebook postings. As I have somehow managed to survive to age 40 in spite of a seriously misspent youth, I fall somewhere between the portion of the office who remember the impact of the first fax machines and those who can type out a Shakespeare sonnet in under 5 minutes using just their thumbs, I find myself in a slightly unique position of coming down a little on both sides of the fence.
