If you’re concerned about Internet safety or privacy, you’ve probably tried incognito, private or “stealth” browsing. In incognito mode, once you close the browser, it doesn’t save your history, cookies or temporary Internet files, as browsers usually do. (Read Terence O’Brien’s post to see how to use this privacy feature in your favorite browser.)
There are at least three useful reasons to use incognito browsing – even if you’re the only one who uses your computer and you don’t have nosy family members or co-workers around.
1. You can easily switch to a different account when logging in to Twitter, email and other services.
For example, I tweet, check email and do other work on behalf of clients and Social Media Club Austin. Instead of having to log out of my own Twitter, Gmail or Constant Contact accounts to access theirs, I simply open an incognito window to get a brand new session.
Note: I love Chrome, and while it’s true that I could get this “new session” functionality by simply opening a Firefox or Explorer window, I’m more productive in Chrome, so I prefer to use its incognito mode.
2. You can test links to make sure they actually work before sending them to people.
Has anyone ever sent you a link that didn’t work properly? To prevent that, I often test links in a private browser before emailing or posting them to social media sites.
For example, I was using Eventbrite to promote a Social Media Club panel, and wanted panelists to see a preview before I published the event. But when I tested the preview link in an incognito window, it wouldn’t display (because apparently only the Eventbrite user can see previews). Testing links like this prevents “oops, my bad” delays and rework.
3. You can check your website’s or blog post’s true search visibility.
I access my blog and website a lot. My browser knows this. As a result, when I search for some related topic, my own site often shows up highly in search rankings. But when I want a better idea of what the rest of the world sees when they search for those topics, I use an incognito window. It’s a sobering reality check.
While incognito browsing comes in handy for security (consider using it whenever you use a public computer) and privacy (shopping for presents, planning a surprise, etc), private browsing is just as handy for everyday essential tasks.
Do you have other time-saving reasons to use incognito browsing?
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While organizing and decluttering the house, I unearthed a bit of a relic – not Antiques Roadshow-worthy, but historically interesting from a high tech angle.
Before heaving this brick of a book into the recycle bin, I thumbed through the listings looking for today’s Silicon Valley giants. What I found instead was a blast-from-the-past reminder of how much life has changed in the last 15 years, simply from an information retrieval point of view.
In other words, I remembered what life was like before Google and other search engines became essential to our daily lives.
Before Google, you perused an encyclopedia to find, say, the GNP of Canada or the capital of Vermont. If you wrote a report for school, you hiked to the library and squinted at a card catalog or microfiche, and asked a sympathetic librarian for help.
Before Google, if you needed to find a plumber or a restaurant or the State Bar, you looked in the yellow pages. The phone book people (who are they, anyway?) began making a big phone book for your home and a smaller one, presumably for your car, so you could take it with you everywhere.
The phone book was a go-to source for tons of information, not just addresses and phone numbers. It had city, airport, campus and stadium maps, first aid tips, and a calendar of local events for the year.
For the truly inquisitive, the phone book listed Talklines, a kind of dial-on-demand information spiel for topics ranging from parenting to stain removal to auto repair. You just called and listened from the comfort of your home. (There were practically no mobile phones, and cordless phones were just getting popular.)
The most shocking part of this phone book was the listing of all known websites in the area. Three whole pages were devoted to the URLs and email addresses of these early adopters of websites in the Silicon Valley. They were listed under “Internet – Web Sites” (right after Interior Decorating and before Investigators).
This was what life was like before Google, in the stretch of land that is now Google’s (and Facebook’s) headquarters. Words like SEO, PageRank, keyword optimization, AdWords, link building and black hat tactics had yet to become part of our internet vocabulary.
We didn’t know it, but getting the information we needed was a very slow, very manual process. People relied on phone books like this ancient artifact, and books, newspapers and their friends and family to keep them up to date and get their questions answered.
Life was simpler, but not easier.
Do you remember life before Google?
Mobile shopping apps are all the rage this holiday season, designed in part for retailers to combat Amazon and the “showrooming” problem. Determined to get my holiday shopping done early, I put some mobile shopping apps to the test.
I downloaded several of the apps I had read about, including RetailMeNot, Macy’s, Target, shopkick and Google Shopper. Pressed for time and on a mission, I zeroed in on the easiest-to-use app, RetailMeNot, and the apps for two stores I frequent, Target and Macy’s. Here’s this shopper’s scoop:
RetailMeNot was my favorite discovery of the evening – the app is so clear and easy to use and it showcases great deals. I actually rearranged my shopping plan when I saw a 20-30% off deal at Old Navy, and walked away with stocking stuffers and jewelry for some teens and ‘tweens on my list.
Target’s app is quite full-featured. It’s a meaty app that’s primed for an ongoing relationship with you, with features such as passport, list making and gift card balances. But I just needed a few gifts on my list quickly, and I had great luck with the (searchable!) Weekly Ad list and mobile coupons. Die-hard Target customers are very familiar with the Weekly Ad circular: it’s plastered all over the walls of each entrance and included in local newspapers. Having the weekly specials searchable, separated by category and at my fingertips was a convenient time saver.
I was excited about Macy’s app, because I had read that one of its features was that it rewarded you with extra coupons the longer you stayed in the store. That did not happen with me – perhaps that was only a Black Friday promotion. I asked no fewer than five salespeople, and they weren’t familiar with the feature, let alone the app. But I feel good that I did save 25% because of this in-store app. If I had scoured the newspaper, which is what I used to do, I would have gotten the same deal but at the cost of more of my time.
Are these apps one-hit wonders?
I was very pleased with these three apps – I will use them again and again. Because I frequent both Target and Macy’s, I plan to dig more deeply into their apps and become a smarter shopper. If you have a favorite store, be sure to check out its app to see if it works well for you.
RetailMeNot is going to become part of my out-and-about schedule: Got an errand to run? Check RetailMeNot first to make sure I’m not missing some great nearby deal. What a time saver, compared to pouring over newspaper ads!
Have you tried any shopping apps this year?
The best digital marketing podcasts are both entertaining and full of useful information. Listening to them makes your commute whiz by in a blur of productive learning. Each online marketing podcast below is informative and interesting, and produced on a regular schedule. (Consistency in podcasting is a big challenge, as there are a number of good podcasts out there with spotty schedules).
As a bonus, each podcast has supplemental web-based resources you can dive into when the material covered deserves more than just a cursory listen.
I enjoy listening to these two because they’re both extremely knowledgeable and simpatico. Imagine Siskel and Ebert if they had liked each other. John Wall acts as host, everyman, color commentator and well-informed straight man to Christopher Penn’s nerd-in-the-know. They discuss everything from analytics to SEO, email marketing, mobile, PPC, social media and copywriting.
Heard often from Christopher: How valuable Google Analytics is, often with quick demo examples.
Heard often from John: How important mobile is; quirky, often-in-jest transition to sponsor promo; “I’ll throw the link on the website”.
Deserves an award for: Best Digital Marketing Podcast, Best Social Media Podcast, Best Host and Co-Host Repartee, Best Podcast Titles
Jay Baer must have had a 2012 new year’s business resolution to create a successful podcast, and that, he did – with Eric Boggs of Argyle Social. Their description of Social Pros: “We shine the spotlight on social media practitioners: real people doing real work in social media.” I see Social Pros as a collection of “slice of life” conversations with diverse, in-the-trenches people who are actually using the best practices presented in Marketing Over Coffee. So the two podcasts are quite complementary.
What’s great: Informational Q&A with a social media manager working in the real world. Also, Jay’s friendliness, quick wit and extensive industry knowledge make him a great host.
Heard often from Jay: ”There needs to be a social media management solution in the midsize business space.”
Deserves an award for: Fastest Ramp-Up of a Solid Social Media Podcast, Rookie of the Year Marketing Podcast, Best Real Marketing Pros Podcast
Mitch Joel described himself in a recent podcast as having a “passion for and deep repugnance for” marketing – and this defines his approach. He asks tough, insightful questions of his guests, and takes them to task if necessary in his polite, Canadian way. (Side note: his opening music reminds me of one of my favorite shows, Arrested Development.)
What’s great: Consistent high quality over the years, longevity, staying power (332 episodes since 2006!)
Heard often from Mitch: “So… Who are you and what do you do?”
Deserves an award for: Longest Running Successful Marketing Podcast, Best North American Marketing Podcast
4. Duct Tape Marketing by John Jantsch (bi-weekly, 20-30 minutes long)
John Jantsch interviews various authors and entrepreneurs, so you hear thought leadership not only on marketing-related topics, but on small business matters in general. John, obviously a voracious reader, asks thoughtful questions from both the audience’s perspective, as well as from his own very informed perspective.
What’s great: John is very knowledgeable and asks tough, non-softball-type questions. On his website, he does the heavy lifting by summarizing the author’s main points; so if you’re pressed for time or need a review, just read John’s synopsis.
Heard often from John: Mannish giggling.
Deserves an award for: Best Small Business Marketing Podcast, Best Small Business Podcast
This is a newbie to my repertoire, so I’m not as familiar with it, but Hubspot produces such fantastic content in general, that I have the highest hopes for this podcast. Hubspot recently changed its podcast/videocast format from a live audience to a recorded version, which is much better for a wider audience. The current two hosts, Karen Rubin and Mike Volpe, work well together, and I am happy to finally hear a woman on a marketing podcast.
What’s great: It’s a quick wrap-up of timely digital marketing highlights. The website has a comprehensive, link-rich summary of each podcast. The twitter hashtag is #MktgUp, but now that the videocast is no longer live, I’m not sure how active the hashtag will be.
Heard often: ”The marketing takeaway is…” Hubspot ends each news segment by summarizing the main marketing lesson, which is helpful.
Deserves an award for: Podcast with Enormous Potential, Best Web-based Summary of a Podcast
Those are my favorite, don’t-miss, top podcasts. What would you add to this list?
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Good images and photos are key to engaging your fans on Facebook. This is especially true for visually oriented businesses, such as restaurants and food, clothing and accessories, furniture, cars, retail in general, and almost any business-to-consumer products.
How do you optimize your image content on Facebook? First, check out this handy infographic by graphic designer Louise Myers. It’s a one-stop shop for all the Facebook image dimensions you’ll need. Once you’re happy with your basic images – cover photo, profile pic, custom tabs – it’s time to improve, revamp and refine your regular photo-posting routine.
These 5 easy tips will make you a Facebook image-posting pro:
1. Pin important posts to the top of your timeline, and be sure to include a compelling image. Most Page admins know you can pin any status update to the top left of your Page, which is prime real estate for Page visitors. A pinned post (you can have only one at a time) stays pinned for 7 days at the top left of your Page, and is typically used to showcase a contest, upcoming event, or welcome video or image.
I like how Tocquiny, an Austin ad agency, has a simple “We’re Hiring” message to communicate, but instead of a ho-hum text update, they created a simple image which attracts more attention and which also appears as the top photo in their custom tab section.
2a. Use the star to highlight important posts. A highlighted post expands across the width of your timeline, taking up the space in both columns. Highlighted posts are good for all-hands photos, new product announcements, panoramic shots, or any other majorly horizontal photo. It will display at 843px wide by whatever height it is, up to 403px. Killer image tip: Put each customer testimonial in its own 843px-wide image and “sprinkle” these testimonials throughout your timeline by using the post scheduler to either backdate or schedule them.
2b. Easiest tip ever: Highlight your best photos in your photo collection. You have a ton of photos lounging in your Photos tab. Find your favorites or your fans’ favorites and click the star to quadruple their size. For example, BerryAustin can choose to highlight its popular, artistic catering van.
3. Promote your blog post on your Page by posting a larger image, not just a link and thumbnail. Facebook’s default way of displaying a link is to show the title, some text and a tiny thumbnail. Your awesome blog post deserves more real estate than that! So take a couple of minutes to screenshot the top of your blog article and then post that image, along with a short intro and the all-important link to the article.
Caution: Remember that this image will show up in some of your fans’ newsfeeds, so don’t go overboard and make a really long screenshot image to clutter up their feeds. I try to make as close to a square image as I can. See tip #4.
4. When creating/editing images or snapping photos, think square. Photos that appear on your timeline wall display as a 403px square image. If your image is a larger square, Facebook will typically shrink it to fit.
If your photo is the common 4:3 aspect ratio of the default iPhone/Android camera app, then Facebook usually displays the topmost part on the timeline wall – vertical photos appear as if the bottom is cropped out. The good news? Once a photo is posted on your timeline wall, you can reposition it. Also, users who click on the photo will see it in its entirety; and when the photo appears in your fans’ newsfeeds, it will also appear in its entirety.
Horizontal photos wider than 403 pixels will have the edges cut off. This emoticons image was 500px wide, so Facebook cropped off the edges to display it as 403px wide. Now users who visit the Page will need to click through to get the left side of the emoticons.
One easy way to think square for mobile photo uploads is to use Instagram for most of your smartphone photos. Another way is to use an app like Pic Stitch (iPhone) or Photo Grid (Android) to make your default camera photo square before you post it.
When you create an image from scratch – again, think square, especially if the image is wider than 403px. Bazaarvoice used a square image to display this quote about CMOs being brand stewards. Page visitors will get the message at a glance without getting confused or having to click through.
5. Spruce up your Facebook Page with a wider variety of images. If you’re bored with the types of images you’ve been posting to your Page, consider something new: adding text to your photos, combining or “collaging” several photos into one, newsjacking a meme, using “prefab” e-cards, or putting quotations on a background canvas. For more details on how to do these, see 5 Easy Apps to Improve and Customize Your Images and Photos.
Question: What’s one of your tried-and-true image posting apps or tips?
If you have a smartphone, you’re a photographer. And you probably spend quality time with your favorite photo and image editing software, whether it’s a desktop tool like Photoshop, or a mobile app like Instagram, Photoshop Express or Camera+, or a desktop/mobile combo like Pixlr-o-matic or Snapseed.
Want to take your creativity up a notch, and perhaps boost engagement on your Facebook fan page? Your imagination and these five easy apps will breathe new life into your image-posting routines, no matter which social networks host your new creations.
2. Collage your photos with Pic Stitch for iPhone/iPad or Photo Grid for Android. Both are tap-intuitive and give you lots of choices for the grid layout and the photo aspect ratio. Use Pic Stitch and Photo Grid for before-and-after shots, series-of-steps illustrations, views of a product from different angles, photos of your employees and more.
I sometimes use Pic Stitch as a “make my image square” app before uploading a photo to Facebook, because square photos look better on a Facebook timeline/wall versus photos with the default iPhone 4:3 aspect ratio.
BerryAustin Yogurt used Quickmeme’s version of the Dos Equis man to promote their Sunday special featuring hot fudge sundaes.
4. Parody a sentiment with Someecards or other free online e-card. Someecards is available as both a mobile app and desktop tool. Again, BerryAustin has a fun, creative example.
5. Use Instagram. I saved the biggy for last. Instagram is both a photo editor (famous for its filters) and a social network with over 50 million users. If you’re not using it, dip your big toe in the Instagram water by reading this great tutorial from Laura Zimmerman and this beginner’s guide by Mashable. Instagram photos are square, which again, almost always look better on a Facebook timeline.
Bonus tip: If you create some to-die-for, amazing images, consider protecting (or at least claiming credit for) them by putting a watermark on them with iWatermark. Phyllis Khare of All Things Social Media gives good advice and more details on iWatermark in her blog post.
Question: Have you tried any of these tools? Do you have other favorites? Please share!
You’ve recruited the best and brightest to speak at your conference. Attendance is great, coffee is served and the event begins. All eyes are on the presenter. Or are they?
Chances are, many of your attendees have their heads buried in their smartphone, iPad or laptop. They’re scanning their screens and typing away with gusto. And that’s exactly what you want.
Welcome to the world of live tweeting, where audience members – and even presenters and panelists – use Twitter to comment in real time about the topic at hand.
Live tweeting benefits just about everyone at a conference, panel or other information-packed program. Event organizers, presenters and attendees can get more out of your event when they bring Twitter into the mix. As Lorna Sixsmith, copywriter and social media consultant, explains:
- Live tweeting helps event organizers by offering free publicity, increased engagement and audience feedback. It amplifies the conversation and word of mouth about your event, as people tweet before, during and after events they look forward to, like and learn from.
- Live tweeting also benefits the audience by easing in-person introductions and networking among members. It can help attendees focus, as they try to capture the speaker’s main points in (fewer than) 140 characters. And nothing rivals Twitter for real-time questions and audience feedback.
But what about presenters? Don’t they deserve our undivided attention after all the preparation they’ve done? This Toastmasters article recommends that they take a cue from Chris Brogan to “let down their guard”; presenters too can take advantage of the rapport-building and reach-extending that live tweeting and other social media use enable.
When not to live tweet
I recommend tweeting be avoided during more personal or “human-oriented” events – those times when people themselves, and not the information they share, take center stage. Smaller get-togethers (even if they’re educational), artistic performances and networking-focused events are good examples.
Social media diehards will check in on foursquare upon arrival and tweet a photo or two – that extra bit of publicity might be welcomed by organizers. But attendees soon learn that they miss the point (and detract from others’ enjoyment) when their eyes are glued to their screens and not to the people in front of them.
What would Miss Manners say?
Once it was considered rude to do anything but stare silently (preferably with eyebrows raised) at a presenter as he or she spoke. With the proliferation of wifi and Twitter use over the last few years, both audience and speaker can more easily reap the benefits of real-time interaction and increased engagement.
Ready to live tweet your event? See this handy Live Tweet Checklist – Best Practices for Conference and Event Planners.
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Promote Your High Tech event in Austin – For Free
Storify – Collect Social Media Sound Bites Into a Coherent Story
Do’s and Don’ts of Community Manager Rock Stars
Live Tweet Checklist – Best Practices for Conference and Event Planners
The high tech scene in Austin is abuzz and swarming with meetups, happy hours, Startup Olympics and other fun, educational and networking events. How do you break through the cacophony to reach tech-savvy pros and wanna-be geeks?
Corral a crowd with these tried-and-true tips, which are based on my experience promoting Social Media Club Austin panels and on great advice from fellow well-connected SMCAustin board members. Note that some of these to-do’s are aspirational, as in “we fully intend to check off each of these items for every event, but seriously, there are only so many hours in a day”.
Let’s start at the very beginning
High-tech folks spend much of their lives online, so we focus the lion’s share of energy there. Start by creating and publishing your event online, whether on your website, blog, Eventbrite or other event software such as Constant Contact’s. Some fine tuning tips:
- Craft a mini-description which you’ll use later for Facebook, Google+ and LinkedIn. If you keep this description < 500 characters, you can also use it for Austin360.
- Also put together a 250-word description for Community Impact News, The Austinot and all other Hubvine particpating calendars (see below).
- While you’re at it, compose a micro-description of less than 140 chars for Twitter and the Austinist.
- Arm yourself with relevant hashtags and Twitter handles of presenters and sponsors.
Start your engines – the fun begins!
1. Cue your community of members, friends and followers
Begin with your own community, where you’ll get the best attendance – and the most word of mouth.
- Email – Got a house list of opt-in subscribers? Congrats – email is one of the most effective vehicles to reach your audience, and you also get the benefits of metrics on the backend.
- Facebook – Post the direct link and description of your event on the wall of your Facebook group or fan page. At-tag your presenters because they’ll often chime in and talk up your event. If it’s an educational event, as ours are, drum up interest on your wall by soliciting questions ahead of time. Side note: We avoid using the actual Facebook Events feature, because 1) Facebook changes its feature set so often (sometimes you can message members/fans, sometimes you can’t) and 2) you don’t have a lot of control of event virality and attendance (see 10 Facebook events gone wrong).
- Twitter – At-mention your presenters so they can retweet and promote to their own followers. Use hashtags to reach an even wider audience. Our hashtag is #SMCA and we sometimes add #austin or #atx. On other tweets, we’ve use subject matter hashtags, such as #npo for the nonprofits panel and #socialrecruiting for – you guessed it – the social recruiting panel. Also at-tag and thank your sponsors in advance of the event, so that they too can promote the event.
- LinkedIn – We have our own LinkedIn group, so of course, we post there. I also post the event as a personal status update on LinkedIn.
- Google+ – We post publicly, and again, call out presenters so they can add to the conversation.
Important: Don’t post and ditch. After promoting an event to your community, be ready to respond to any questions or other feedback. I’ve set up Twitter mentions of @smcaustin to come to my phone so I can respond quickly, and Facebook, LinkedIn and G+ posts come to my email. Timely responses increase engagement; and in the case of Facebook, your post’s Edgerank improves, which in turns further increases visibility of your post. It’s a happy circle of engagement life.
2. Branch out to the Austin high-tech arena
- While you’re in LinkedIn, consider posting to other active groups that might enjoy your topic, such as Austin High-Tech. This group is actually the work of Matt Genovese, founder of Door64, a 25,000-member hub for Austin’s tech community. Be sure to register on Door64, and post your event to his Tech Events Calendar.
- Omar Gallaga writes about technology culture for the Austin American-Statesman in his Digital Savant blog. Every Thursday or Friday, he posts a “linkdown” of tech events and good reads. Emailing Omar a week or two in advance is the best way to get event listed; add the word LINKDOWN to the subject line. If you have a major tech event on your hands, contact him directly at email@example.com or 512-445-3672, and if it’s open to the public, also email the Life & Arts Best Bets folks at firstname.lastname@example.org.
- Silicon Hills News is a start-up tech and biotech news outlet focused on the San Antonio and Austin area. Contact Laura Lorek and/or post to her Tech Calendar.
- Consider using Hubvine, an Austin-based creator of collaborative community calendars. You sign up, create an event on your own calendar, then submit your event to others’ calendars. I submitted our latest panel to the calendars for Tech Ranch Austin, Austin Entrepreneur Network, AustinIsIt – City of Austin Emerging Technology Program, AustinStartup.com, Sharp Skirts and the Austinot. (At the time I submitted, only AustinIsIt and The Austinot had any other events posted.)
Of course, there are tech meetups aplenty in Austin, from CocoaCoders to Austin Brogrammers. If you’re an active member of one or more meetup groups, consider posting your event there as well. Always check with the Organizer first, so you don’t run the risk of spamming the group.
3. Reach out to the Austin business scene and community at large
So many great outlets, so little time! List your event on some of these community events calendars, and later have your registration people ask attendees where they heard about your event.
- Austin Business Journal – Register then create your event (less than 600 characters), 14 days advance notice, $99 for business events but can be free for nonprofits.
- Austin360 – Register then create your event (less than 500 characters). Categories we use are 1) Business and Tech – Networking and 2) Community – Talks and Lectures.
- Austin Chronicle – Geared toward the Thursday print issue, and deadline is the Monday before the week prior to the Thursday (so 10+ days in advance). For events that repeat on a regular basis, submit a Community Listing.
- The Austinot – A great blog about all things Austin. We have a special place in our hearts for Austinot founder Eric Highland, a regular at our SMCAustin panels and a great live-tweeter. Submit events to The Austinot by using Hubvine above.
- Austinist – A news and culture website about Austin, published by Gothamist.
- Community Impact Newspaper (Central Austin) – The central Austin version of this fast-growing, hyper-local newspaper.
- News 8 Austin
- KVUE-TV (ABC)
- KEYE-TV (CBS)
- KXAN-TV (NBC)
- KTBC-TV Fox 7 News – No apparent calendar link, just a contact form.
- KUT Radio - To have your event considered for on-air public service announcements, send a press release to email@example.com.
- KLBJ-AM 590 News Radio – Submit events to firstname.lastname@example.org.
- KGSR-FM 107.1 – Submit events to email@example.com.
- KOOP-FM 91.7 – Submit events to firstname.lastname@example.org.
Any ideas on optimizing, automating or otherwise improving this? Would love to hear your comments!
Tip of the hat to the disgusted USDA food scientist who first used the term “pink slime” in an internal email, paving the way for an avalanche of reports on how “finely textured beef” is anything but fine.
My marketing spidey sense tells me that this story would not have reached as far and wide had not the term “pink slime” been so memorable, visual and disturbing. The photos didn’t hurt either.
Names truly have power: they shape the perception of and conversation about ideas, brands, companies, projects and products. Wise marketers and PR pros wield weapons of terminology every day, hoping to burnish or defend their brands and to tarnish or at least neutralize competing ones.
|Negative Terms||Positive or Neutral Terms|
|Pink slime||Lean finely textured beef|
|Swine flu||H1N1 flu|
|Rapeseed oil||Canola oil|
|Super-rich Americans||Small business owners, Job creators|
|Obamacare||Obama’s Health Care Plan|
Remember the swine flu? The nation’s pork industry took a multi-million dollar hit under the damaging label.
Food marketers in general have created more appetizing aliases for many everyday entrees: Mahi Mahi instead of dolphinfish (who wants to eat Flipper?), Orange Roughy intead of Slimehead, Canola oil instead of rapeseed oil, dried plums instead of prunes.
“That’s charcuterie? I’ve been avoiding that on menus for years. They’re killing themselves with that name”. – Modern Family’s Jay Pritchett talking to stepson Manny
Step into the political arena and prepare to be buffeted by a windstorm of carefully chosen terminology (spin) on every front. Democrats call the highest-income households “the super-rich” while Republicans call them “job creators“. More subtly, supporters of Obama’s Health Care Plan call it just that, while detractors call it Obamacare.
“Those who control the naming of something control how it is perceived.” – Matthew Seeger, communications professor at Wayne State University in Detroit, on naming the Gulf Oil Spill
Causes too must adopt names that rally their supporters. I couldn’t agree more with EnviroMedia‘s Valerie Davis and Kevin Tuerff who say it’s time to rebrand climate change. Perhaps we need a “pink slime” terminology equivalent to describe the perils of climate change.
A good brand name captures the positive connotations the organization wants, and overcomes skepticism and negativity. “Livestrong” both conveys the “fight like hell against cancer” personality of the Lance Armstrong Foundation and alludes to the name of its founder. Blackberry evokes “natural, fresh and fun”, while Swiffer suggests that the mop is doing the work, not you (and is doing it swiftly).
|Great Brand Names||Their Forgettable Contenders|
|Livestrong||This Point Forward|
|BlackBerry||MegaMail, EasyMail, ProMail|
|Swiffer (Procter and Gamble)||Ready-Mop (competing Clorox product)|
|Dell Computer||PC Limited|
Of course, a name is just a starting point for a brand, and a good name alone won’t guarantee success. But marketers armed with a good name, a good campaign and a good product can practically own their market. Just ask Google, Amazon, Apple and Nike.
“Words have meaning and names have power”. – Author unknown
Question: Would you rather eat a kiwi or a Chinese gooseberry?
Describing someone as “detail oriented” can be a kiss of death, or at least, damning by faint praise. It can imply that he is a micro manager, or that she is incapable of seeing the larger picture or thinking strategically.
Two glaring gaffes over the last few days show just how crucial it is to measure twice and cut once, lest a tiny oversight cost time, money and missed opportunities.
The LBJ School of Public Affairs misprinted “pubic” instead of “public” on the programs for its 2012 commencement ceremony. Assistant dean for communications, Susan Binford, said they were “mortified. It’s beyond embarrassing”, according to media blogger Jim Romenesko. The School corralled resources, apologized, reprinted and promised to mail new hard copies to all the graduates.
Romney’s typo appeared on an app released on Tuesday, and was updated by Wednesday afternoon. But not before internet and national news media picked up the story, and #Amercia debuted as a trending topic on Twitter, according to CNNTech’s Doug Gross. Now there’s even a Tumblr blog, so the typo and its meme can live in infamy (note the resurrection of the Dan Quayle “potatoe” gaffe here).
Neither of these errors was intentional, and neither was a body blow to their organizations. But these mini mishaps required fast-footed, super-sized repair work – time, money and effort that could have otherwise been spent on promoting the organizations’ goals, instead of cleaning up after themselves.
I agree with Eric Pfeiffer of Yahoo’s The Sideshow that I’m probably inviting bad karma to even point out these errors. So instead, this post is an overdue ode to eagle-eyed copy editors, whose numbers are decreasing, and a salute to detail-oriented people everywhere.
Detail meisters are not just tweakers of others’ work. They zero in on a project or problem with laser focus, understanding and solving it from top to bottom and from every angle. It’s practically impossible to measure their importance unless they don’t perform well. Detail-oriented people are the oil in a well-oiled machine. They are the opposite of ball-droppers and the ultimate in “The Buck Stops Here”.
They’re not perfect, but they can be counted on to prevent the lion’s share of embarrassments, rework and costly mistakes.
Because sometimes the devil really is in the details.
Question: Have you been described as “detail oriented”? Have you ever had a “wow, I caught that mistake just in time” moment?
Photo credits: LBJ School image from a tweet by Texas Tribune CEO and editor-in-chief Evan Smith. Romney app photo from Tumblr.
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