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Synchronizing online marketing efforts

Traditional companies often have a hard time dealing with social media marketing – for many reasons. One of them lies in the difficulty of properly “synchronizing” their various online marketing activities. The following anecdote shows that in some cases public relations and marketing heavily disagree when it comes to chosing the right business partners.

Act 1: An online retailer is planning a PR event. The PR woman contacts me to tell me that this event is very interesting for my readers and that I should consider publishing a preview post. Happens all the time – but amazingly enough, in this case she was right.

Act 2 / different stage, same play: A couple of weeks before I had applied as an affiliate with the same company – they were listed with a large international network, the application itself just requires two clicks. Just a few minutes after the e-mail about the PR event (which was related to their product portfolio) and a couple of weeks after my application I received the following (text-module based) notification:

Your application for the partner program ‘XXXXXXX” with your URL-account ‘datenschmutz blog' unfortunately was denied.

Possible reasons:
* Your site does not meet the merchant's content requirements
* Your site is in an unfinished state or is not working properly

Indeed… the second argument is very true: my blog will never be finished, it's an ongoing project :mrgreen: I'm fully aware of the fact that two different people are responsible for these two fields – yet successfully “synchronizing” a company's online activity range is one of the main web 2.0 marketing challenges. This has a lot do with internal knowledge management and communication structures, and these factors have played a vital role long before social media existed – but there is one huge difference: social media points out short-comings in this area most effectively.

I know this may come as a bit of the shock: but the marketing, the advertising, the PR, the IT and all the other departments must start talking to each other and focus on a common strategy. Great remuneration awaits: it's called authenticity.

Weekly Blogistan Round-Up no. 23/2009

Step in, ladies and gentlemen – welcome to the weekly Blogistan-round-up! It's my duty to entertain you (and sometimes maybe even piss you off), but who cares – it's all in the blog, st00pid! From Google Wave to the sluttiest brides in 2008, the blogosphere is here to cover your every information need.

Google announces Wave

The buzz is on – Google has announced the release of their newest project called “Wave” later this year. The stakes are high, as Wave claims to redefine the way we communicate and collaborate on the web. E-Mail, contacts social networks – Wave will tear down the boundaries between documents and dialogue:

A wave is equal parts conversation and document. People can communicate and work together with richly formatted text, photos, videos, maps, and more.
A wave is shared. Any participant can reply anywhere in the message, edit the content and add participants at any point in the process. Then playback lets anyone rewind the wave to see who said what and when.
A wave is live. With live transmission as you type, participants on a wave can have faster conversations, see edits and interact with extensions in real-time.

Google posted a couple of screenshots, future beta testers can sign up here. This in-depth presentation from Google I/O waters my mouth; and btw: Wave will be completely Open Source.

[youtube]http://www.youtube.com/watch?v=v_UyVmITiYQ[/youtube]

So much for Twitter's trending topics

“But all good things, they say, never last”, sang prince. And now TechCrunch is saying the same about Twitter's trending topics:

Up until recently, Twitters trending topics – which are prominently displayed on their Search homepage and now also in the sidebar when youre using the Twitter website – were an awesome way to get a feel of what was buzzing on the Web, in a way that virtually no other web service was able to do.

+

But then came the pirates and Michael is really pissed!

Today, when you look at Twitters trending topics, youll notice that the large majority of trends are memes started by a single user or a group of users, with the main goal offering entertainment rather than spreading information. Thats all fine and dandy – no harm in having fun – and I realize well that Twitters trending topics are not necessarily required to be giving you and me an overview of stuff that really matters, but I cant help but think its a pity that that list is starting to turn into the top 10 of chain letters people used to circulate through e-mail messages in the late nineties.

Oh dear gosh, I wish more people would recognize that manipulating social media platforms is so much more fun than obeying their “laws”…

The real name problem

Many native Indians have names like “Robin kills the Enemy”. Their name is in their passport, the same applies to people with exotic names like Lisa Strawberry. But if your name sounds like made up (but actually isn't), you might have trouble keeping your Facebook account. An article on Spiegel Online [in German] reports that a couple of users got deleted without any previous notice. Facebook's policy requires you to use your real name, and with the ongoing success of the platform a lot of users are running multiple fake profiles with strange names. Removing these might be a good idea for FB in terms of scalability and reliability, but the collateral damage has become so big that the group Facebook: don't discriminate against Native surnames!!! already has more than 4.000 members, among them the likes of Linnie Birdchief, Carl Fourstar jr. and Sandy White Hawk. Facebook speaks person Barry Schmidt admitted mistakes, and the said accounts have been reactived, but the waiting period is quite long as only 850 people are on the payroll of the world's largest social network.

Russian investors buy a share of Facebook

New York Times reports that Russian internet investment company Digital Sky Technologies acquired 1.96% of Facebook for the sum of $200 million:

Digital Sky won because its founders Yuri Milner and Gregory Finger have strong experience running Internet properties in Eastern Europe and Russia, and “a deep, advanced understanding” of social networking technology, Zuckerberg said.

We all know that FB is burning money at an amazing rate, but Zuckerberg still plays it cool – after all, he is running the largest social network in the world. Yet still numbers have gone down: when Microsoft purchased 1.6% in 2007 they had to pay $240 million – during the last two years, the overall value of the platform has decreased from $15 to $10 billion despite the growth in user accounts.

Happy B-Day, Mr. Shoemoney!

Jeremy Shoemaker turned 35 this week – congrats, man! I love your blog and there you're the person who taught me the most valuable lessons about online marketing and blogging – thx for your excellent posts and keep up the great work! You definitely got a fan in Vienna :mrgreen:

This week's href=”http://www.shoemoney.com/2009/05/29/friendshirtme-free-shirt-friday/”>T-Shirt of the week is also definitely worth a look: it was printed by Friendshirt.me. And the comments say it all… when I saw this app I instantly had to order mine!

What is a Micro-Scobble?

Robert Scobble is a tech evangelist and twitter legend. Disqus blog published and interesting interview with man responsible for the tweet-frequency-unit “Micro-Scobble”:

I grew up in silicon valley, I had no choice. My Dad was an engineer and I grew up in Cupertino about a mile from Apple Computers. I had an Apple Computer in 1977, in my junior high I was in the first computer club , and I got a tour of Apple when they were one little building. So yeah, Ive always been around tech.

My bride is not a slut. She just looks like one.

Judith sent me this great article – thx! Take a look at the Top 5 Sluttiest Wedding Dresses Spotted In 2009! Even though is nearly breaks my heart that Miss Carey is no longer single, I have to admit that with this elaborate sense of taste she'd get a job in any brothel in the whole world:

The Mariah Carrey slutty wedding dress certainly doesn't leave anything to the imagination. Fully equipped with garter belt, stockings, and a main fashion piece better off worn under the dress or on the wedding night, this dress starts us off with its moderately tame slutty fashion.

Video of the week

This one goes out to the Open Source Community – I usually don't publish ads as the video of the week, but in this case Redhead has done a fantastic job – and with over 3 minutes, in these short-clip times this is almost an online feature movie. Congrats to Peter Novak on this fantastic job!

Pic of the week

New to my weekly round-up: starting this week, I will publish a “pic of the week” – no special topics whatsoever. Since I started digi-SLR myself my appreciation for those perfect shots has grown immensely. Choosing the proper pic wasn't easy at all, but this Manasquan Reservoir by Joisey Showaa is one fantastic shot:

manasquan

And that's about it for this week – thx for visiting my blog, see you again next week!

Input for weekly round-upGot any news you'd like to read about in my weekly round-up of current blogosphere events?
Don't hesitate to contact me! Of course I'll include a backlink to your original story.

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The Twitter Auto-Follow accounts list…

The Twitter Auto-Follow List …is deprecated. When I started this project a couple of months ago, Twitter was in its early stages and far from being as spam-flooded as now. While the system worked perfectly for a couple of month, at some points more and more users began turning off the auto-follow feature as an increasing number of spam accounts became more and more annoying. Keeping in mind the current state of Twitter, such an auto-follow list doesn't make sense any more, so I decided to remove the list.

But the increasing success of Twitter did not only show us the downsides of tweet-spam but also produced a couple of very interesting mash-ups. In the Last weeks I found out that TweetLater Pro's brand-new “FriendFinder” feature and Pretty Link Pro's Pretty-Bar are the two most efficient strategies if you want to increase your followers with targetted micro-bloggers and leave spammers and feed-accounts out in the cold. Take a look, TweetLater, an online-mash-up service as well as Pretty Link, a WordPress plugin for using your own domain as a URL-shortener, are available in free trial versions:

tweetlater-250x250prettylink-250x250

For historical reasons…

…I've left the old text online. Thanks for visiting – I'll keep a sharp eye on our favorite micro-blogging service and I will keep you updated about my experiences (by now I run one of the largest European accounts with more than 30k followers. Feel free to follow me; I don't auto-follow any more, but I take a short look at the timelist of all new contacts and follow back everybody who has something interesting to say:

twitter.com/datadirt

Like all web 2.0 services, twitter works best on a give-take (reciprocal) basis. That's why I am starting this list which will help you to build a lot more twitter followers much faster than you usually could, and it's a great way to promote your own account, too! There are a couple of services out there that offer an auto-follow option meaning that you automatically follow every new user who follows you. This is a list of such accounts – which basically means that all you have to do is follow those guys and you are sure to increase your twitter-followership very fast, which is extremely useful if you start new accounts. Update: I have a done a major update today (2009-04-26) and split the list into three sublists: English, German and other accounts. This will make the list a lot more usable as it keeps growing and growing. Also, I've added a mini-FAQ: please read and save you and me some time.

To make targeted following a little easier, I added a couple of additional info. Every entry consists of a link to the twitter account, three tags that specify the general topical field of the account and finally and optional language entry which only applies to twitterers who are not tweeting in English. Being part of this list of course means that you will gain many followers yourself – the longer this list, the greater the gain for all tweet-geeks involved.