Social Media Marketing, Technologie et blog de conception web

The World Wide Web has enabled people everywhere to share their ideas and experiences with a large number of people. The social networking website, Neiia.com, is a great way to bring all of your closest friends together to meet on the Internet. Don’t get lost in the clutter of other massive social networking sites, enjoy the closeness and comfort of Neiia.com.

“Join the Life!”

Welcome your friends and business partners to your own tight-knit site: Neiia.com. It is easier to focus, concentrate and target topics that interest you on Neiia.com. Enjoy the freedom of your own site tailored to fit your needs.

Choose one of the following circles to move in:

+ Human
+ Business
+ Nonprofit
+ Media
+ Blog

“Closer Human Circle”

Some social networking sites – like Facebook and Twitter – have become so large that it is easy to get lost in the shuffle. Oftentimes, people will be added as friends who you really don’t know. You can’t feel comfortable sharing personal stories with the majority of these people.

Discussing important topics on these large sites is like having a conversation with someone on the other side of a football stadium. It doesn’t get anywhere. Neiia.com makes it so your personal connections can function in a smaller, more intimate arena.

Many businesses are on these other massive sites trying to use them as stepping stones for business marketing. But they become lost in the shuffle. Their messages are drowned out.

On Neiia.com, it is easier to share your unique experiences with your closest friends. Feel free to exchange your most personal ideas. Work with those whom you’ve built up a greater level of trust. Voice your preferences; speak your mind.

When you are more comfortable, you will feel more at ease in sharing your impressions of goods and services. Perhaps, there is a new medical treatment that has profound results. Maybe, you saw a movie before others. Share your daily life experiences with those who are interested in knowing how you feel.

“Special Business Projects”

It is easy to post articles, documents and videos to share for special business projects at Neiia.com because it is a smaller, more concentrated circle. Business professionals can share their expertise and strategies on Neiia.com. They can collaborate across time zones, national boundaries and other physically limiting factors.

If you have a new product or service, share it with this smaller, more tight-knit group. Market positioning and project promotion can be accomplished more effectively in the Neiia.com environment. Professionals can build up their competitive advantage. It is easier to “increase sales” via Neiia.com.

“Nonprofit Organization”

When people share an interest, hobby or goal, they can get a lot more done on Neiia.com. Working together in a nonprofit organization can be made easier on the Internet. Work on projects at all hours of the day on Neiia.com.

“Media Promotion”

Get noticed on Neiia.com. The Internet makes it easy to share great videos with your friends. Media promotion is about telling relevant stories to people who are interested in what you have to say.

It is easy to create your own news agency for sharing real stories. Media communities can cover their favorite events. Gather your friends together to learn the latest news on sports, entertainment or other hot topic.

“Blog Expertise”

The Internet is great for sharing personal experiences on products and services. Advertising only promotes people who offer unrealistic praise for items that they probably have never even used. They are paid to exaggerate.

At Neiia.com, bloggers can give people real advice: “I have tried this product and this is how it really works.” You are more likely to trust the comments of those whom you have worked with.

Bloggers can tell people about travel to other cities. You will have a better idea of where to go when you visit a city on vacation or business. First-hand knowledge of different stores, events and places can be a great service to your close-knit circle of friends on Neiia.com.

Over time, bloggers interested in the same topics can create their own groups. Connect subject matter experts together in your own Neiia.com circle. Live your life and expand your opportunities with Neiia.com.

Peter Marino is the owner and CMO of reelWebDesign.com and can be reached via email through his Social Media and Marketing Firm in NYC.

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Développement de HTML5 a commencé en 2009 et était toujours en cours de développement vont aussi tard que Octobre 2011. Il ya beaucoup de battage autour de cette nouvelle version de HTML. Beaucoup de programmeurs de jeux parlons de la façon HTML5 va remplacer Flash et la programmation plus compliquée pour les jeux. Depuis HTML5 va fonctionner de la même sur les téléphones intelligents comme il le fait sur un bureau ou un comprimé, la question demeure de savoir si des applications smart phone deviendra obsolète.

Une chose à considérer est de savoir si les consommateurs sont encore va avoir besoin de faire ce qu'ils font actuellement avec leurs téléphones. Un exemple serait la demande d'un Weight Watcher sur le téléphone pour calculer combien de points sont dans un type spécifique d'aliments ou de repas. Un utilisateur de téléphone intelligent qui essaie de perdre du poids sera encore besoin d'être en mesure de savoir combien de points sont dans son repas.

Les gens ne vont pas vouloir changer leur façon de faire, si vous pourriez vous demander où cela laisse les développeurs d'applications. Juste parce qu'un développeur n'est plus la programmation spécifiquement pour iOS ou Android ne signifie pas que développeur sera hors d'un travail. Instead, app developers will need to adapt to the new HTML5 and CSS3 standards.

Will iOS or Android Stop Movement to HTML5?

Currently, iOS and Android both fully support HTML5 and CSS3. It is probable that these devices will continue to be at the forefront of the HTML5 revolution, though online game programmers will run a close second. With HTML5, programmers can develop full games, including online multiplayer games with graphics and sound that are rendered without Flash. Hard-core gamers will need to seriously consider how well they can play some of the more complicated games without a keyboard.

In addition to better graphic rendering, HTML5 allows for a host of other enhancements. Speed and functionality will be improved. Programs and web apps will work faster and more smoothly. Though not as obvious to the end-user, performance and connectivity will be improved as well.

Adapt or Become Obsolete

Those who currently work with iOS or Android will need to learn how to program with HTML5 and CSS3 if they don’t already know the syntax for these languages. Once a developer is familiar with the new standards, a single developer can devise web apps that work across all mobile platforms instead of programming for one specific mobile OS at a time. This can save time, and allow for more developers to work on more web apps.

There are already moves underway in the mobile developer community to adapt to the new programming standards. Websites such as phonegap.com have sprung up in answer to HTML5 and CSS3. Mobile developers can work with PhoneGap to deploy their phone apps across multiple platforms and operating systems.

Some web developers are embracing the changes to HTML. Many more are using the changes as HTML4 with some parts they don’t use, or HTML4+ where they use more than simple HTML4, but don’t fully embrace all aspects of HTML5. These partial uses are to some degree delaying full deployment of HTML5.

D'autre part, phone apps and game developers are leading the way. With HTML5, you can make all kinds of cool phone and web apps easily. In fact Adobe products like Dreamweaver CS5.5 and the beta release of Adobe EDGE have made it much easier to do so. Doing the same things with HTML4 was much more difficult and gave uneven results. In this situation, HTML5 is the winner hands-down and will continue to be embraced by more and more developers. So although the app and the app developer are both not obsolete, how you develop and deploy them is rapidly changing.

Peter Marino is the Senior Partner of reelWebDesign.com a web design and social media marketing firm in NYC. We make all of our new websites HTML5 compliant.Peter deployed his first Android app on the Android marketplace called ‘Swarm Knowledge’.

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“]What a difference a millisecond can make. When it comes to browsing the web, every tiny moment counts — and the fewer moments that pass between a mouse click and a fully loaded page, the better.
More reading >>

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My latest article ‘Making the Case for Ruby on Rails’ is now online @ Website Magazine.

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See the full gallery on Posterous

My current article entitled ‘Making the Case For Ruby On Rails’ is now available at newsstands…or you can wait for me to post it on my blog in a few weeks. [Update: Now available online: http://bit.ly/os2LOa]

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Want to know more about the origins and future of the wonder material GRAPHENE? Download my report and analysis by clicking here:

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Check out 'Storing Clocked Programs Inside DNA: A Simplifying Framework for Nano…' by Dennis Shasha… http://amzn.to/j99JXf

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It’s a classic case of Photoshop versus website. Existing wireframing and prototyping tools are incapable of accurately reflecting the environment of the web.

They produce static designs that can’t be seen through the variable known as the web browser. And when you build the final website, some elements won’t look exactly like their draft counterparts, and the client will notice those minor differences in fonts, positioning, etc.

You may be more comfortable with a graphics program, and rendering the design iterations may seem to take longer if you have to hand-code the HTML.

However, the advantages of creating a wireframe in HTML from the start are beginning to outweigh the alternatives: not only do we have new layout elements in HTML5 and more powerful selectors and styling in CSS3, but by combining them, we can throw together a simple layout quickly.

Read more >>

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See part 2 of The Future of Marketing; Analytics Vs. Wisdom now online at: http://bit.ly/exW6o5

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Read my latest article about the future of marketing and how analytics will play a big role, but not the final word… http://bit.ly/i8e0Pl

By Peter Marino; the Senior Partner of reelWebDesign.com a social media marketing and web design firm in NYC.

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Currently at OMMA metrics learning about analytics.

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Hi All, I wanted everyone to know I started a networking MeetUp for creative professionals in NYC, come join in if you’re from New York city: http://bit.ly/gfaXyl

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Read my latest article about utilizing the new in car navigation services as a marketing tool.  Read more >>

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While attending the Consumer Electronics Show (CES) in Las Vegas this week I saw a great collaboration tool for micropreneurs. Many new online businesses, like my own, have a team that is spread out throughout the world. Talking to each other even by Skype can be difficult at times because of varying schedules and travel. So having a service that includes mobile face to face chat is key to collaborating effectively. Although Qik allows you to talk face to face over mobile phones it has one drawback; it has a push to talk button on the screen which is necessary for talking. This can be annoying or limiting in certain situations. A fairly new company called ooVoo has conquered all of these problems. In fact, according to their side by side video quality comparison of Qik and ooVoo the quality is better as well.
ooVoo also has a free video chat room service that you can place on your blog/website as well giving you the ability to talk face to face with your readers (something I will be trying out)!
Another benefit to ooVoo is that no software is necessary to download for conferencing and when you utilize the mobile to web or mobile to mobile feature it can be executed on any smart phone with a video function; Yes that includes Windows, Android and iPhones/iPods. The ooVoo Call Me Button, which can be placed on any web page makes it easy for your readers or friends to do a free video call through any web browser. So if you’re a small business with communication/meeting problems within your company or a blogger looking to get more acquainted with your readers I suggest you check out ooVoo’s service. Try the ooVoo chat room below!

By Peter Marino
Senior Partner and CMO
reelWebDesign.com

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For some short videos of the conference and show go to my qik broadcast page at: www.qik.com/reelwebdesign

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Read my latest article on Search Marketing standard which brings design and analytics together into a more palpable infographic (the visual representation of information, including math and statistics, for the rest of us):

Read it here >>
You can also read the translation in Belorussian

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Many websites claim to provide objective analyses of products, goods, and services. These are known as “review sites”. The type of product presentation these sites offer is known as “consumer lead marketing”, because the “leads”, or new prospect referrals originate from first-hand consumer evaluations.

When contemplating major purchases or financial commitments, people naturally seek input from others about their experiences in similar matters. It is widely believed that such input is unbiased, and gives true insight into a particular service or product. Advertisements, of course, are designed to induce sales – regardless of product or service quality.

What will come of all of this consumer lead marketing?

In general, review sites are funded by advertisements. Due to high public confidence in consumer reviews and their long-standing history, consumer lead marketing is flourishing and clearly here to stay!

For review site operators, potential profits are astronomical due to popular demand. For the advertisers that support such sites, high visibility of their products or services is similarly profitable.

The Picture is Not All Rosy..

The profit motive inherent in such arrangements, however, creates a high risk of corruption and misrepresentation. For instance, the majority of review sites make very little – if any – effort to verify consumer statements that they publicly present. Consumer review site debunkers frequently argue that favorable reviews are often written by the businesses under review, while negative input often originates from competitors, or disgruntled former employees, etc. Also, those biased against – or in favor of – a business can post multiple comments, thereby distorting the overall conveyed impression of a product or service.

All Sites are Not Equal…

Review sites offer different levels of quality and effectiveness in presenting objective consumer leads. A few of the better-known consumer review sites are StickyBits.com, Yelp, Angies List, and Foursquare.

Yelp, Inc.

At Yelp’s homepage, a search feature is displayed that allows site visitors to review comments about 22 categories of products and services in several major US and European cities. A convenient counter is also included that indicates the number of customer comments on file for that product category.

Foursquare

Foursquare is a software program designed for use on mobile devices. Users communicate with friends and family about their experiences in various locales. Businesses “reward” patrons with discounts and prizes. Its format is primarily social networking. The consumer evaluation aspects of Foursquare are more side effects, than primary function.

StickyBits

StickyBits is a software application that members use to scan product barcodes. Software users earn “rewards” (discounts and freebies) upon completing “challenges” (series of tasks). Consumers must first download the program and scan barcodes to view product evaluations which can include comments, pictures and video. A consumer must possess a smartphone with a barcode scanning app which may seem like a small percentage of people right now but in two years most people will have a smartphone. Therefore, I predict StickyBits will have a slow rise to authority with a a bright future.

Angie’s List

The homepage of Angies List presents a clear, organized search feature for would-be consumers seeking medical and construction services. Consumers are charged a fee for Angie’s List membership, and the site employs a “report card” system whereby consumers rate providers on an “A to F” basis.

All consumer evaluations are not included in contractors’ overall ratings, as Angie’s List employees screen every evaluation for “possible malicious intent”.

In my view, two sites that offer even better consumer review content are consumersearch.com and epinions.com. Consumers can join both of these sites for free, and they provide a much larger product/service base for opinion seekers to search. This increases the likelihood that others’ comments about a particular item will be available for perusal. There is no cumbersome downloading or label scanning required to input your feedback. The focus is plainly on product evaluation – not social networking or any other purpose.

If a company discovers vindictive derogatory reviews, it may publicly rebut them or initiate litigation. Businesses have filed multi-million-dollar libel lawsuits against consumers and review site operators who disseminate negative information about them. Such suits are often unsuccessful, due to free speech concerns, and the obvious deterrent effect they have on honest consumer reviews.

The best defense against damaging opinions that a business can employ is prevention. High emphasis on customer satisfaction and retention should be foremost on any company’s agenda. My take is this; if you want people to change their bad reviews then YOU, the owner of the company, should get in touch with theses individuals and try to personally resolve the issue. Ofourse you cannot do it for all bad reviews but you should be involved with the most detrimental comments as anything less will ultimately lead to less than optimal results.

Peter Marino is the Senior Partner and CMO of reelWebDesign.com, a web design and search marketing firm in New York City.

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Read my latest article about the future of computing and how the X-Box Kinect and other full body immersion devices are on the forefront of the biggest change in computing since the mouse! Read it here on Search Marketing Standard.

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If you’re planning on starting a blog, at some point you’ll have to decide whether to host your blog on your own website or on an offsite blogging platform like Wordpress or Blogger. Here are the pros and cons to each decision.

Blogging Offsite: The Benefits

The biggest benefit of offsite blogging is that it’s free. A domain name costs about $9 a year, web hosting costs about $5 to $10 a month.
Another benefit is that it’s easier. You don’t have to go through the process of setting up a Wordpress (or other platform) blog. You don’t need to go through the process of buying a domain name, setting up your DNS, buying and setting up web hosting, so on and so forth.
For beginning marketers, the difference between free and $20 could be important. New marketers often start out broke, and sometimes have to go through a handful of failed websites before they start making money. Starting on an offsite blogging platform allows beginning marketers to experience making money without risking their own money.

Blogging Offsite: The Drawbacks

There are many drawbacks to offsite blogging. Premier, it looks less professional. A blog that’s hosted on blogger.com will always look less professional than a blog that’s hosted on your own domain. A less professional looking blog generally means less publicity and likely lower search engine rankings.
Another drawback is that you’re at the whim of someone else’s company. If blogger or Wordpress suddenly changes their policy, they can just turn your site off on a whim. This has happened to many bloggers in the past. Basically you’re not in full control of your business.
An offsite blog is less flexible. You can’t install your own custom plugins or themes. You’re pretty much stuck with the designs that the offsite service provides to you. Although Wordpress has many beautiful themes to choose from that have great plugins included.

The Comparison: Offsite VS Onsite

Basically, onsite blogging will allow you to get higher rankings, look more professional and most likely be more successful, get more traffic and earn more money in the long run. Offsite blogging allows you to start with no startup costs at all and allows you to bypass the website setup process and get started right away. One quick note: You can’t ever really move an offsite blog to an onsite blog. You’ll lose many of your visitors and all of your search engine rankings.

Which is the best option for you? If you’re just getting started in internet marketing and want to get your feet wet right away, then offsite blogging is a great way to jump in feet first without a high learning curve. You can start blogging within 15 minutes of choosing a topic.
D'autre part, if you already know how to buy a domain or currently have a website, how to setup hosting, how to direct your DNS, etc, and you don’t mind spending the $40.00-$3000.00 (if using a pre-made theme or making a custom theme) in startup costs, then onsite blogging is most likely a better and more profitable option for you in the long run.
I prefer the latter as it has boosted my own domains search engine status and notability in just 2 years which ultimately increased customer loyalty, trustworthiness and sales; all of which is priceless!

By Peter Marino: Senior Partner and CMO of a search engine marketing web design firm in New York City.
If you want to start a blog but don’t feel comfortable writing for it regularly we can set it up, design it and write for you on just about any topic! We have writers from all over the USA and Canada that can write for you, and you get all the credit! Try our blog writing and marketing and see your website soar up in ranking on Google and Bing.

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For a long period of time, the enriched-web juggernaut known as Adobe Flash seemed like it would remain the unchallenged king of the proverbial mountain. With the introduction of libraries such as jQuery and MooTools, it seems JavaScript, a once-haggard, much-maligned competitor could be making a comeback in the face of insurmountable odds. So, what is it that has web developers flocking to JavaScript?

JavaScript has several key advantages over Flash that makes it a much more attractive option for developers. The largest determining factor in making the choice between JavaScript and Flash is easily the range of platforms which can display enriched content using one or the other. With the rise in popularity of smart phones and the paradigm shift to a focus on mobile web, delivering content to mobile users has become a priority for many web developers. There are very few mobile devices which handle Flash well, if at all. Apple’s iPhone, iPod, and iPad, at the time of this publishing, cannot display Flash content at all and Steve Jobs’ highly-publicized comments about Flash suggest it may never be able to. Recent reviews of Flash’s first appearances on Android paint a bleak picture of poorly-functioning Flash videos and unplayable Flash games. Neither Sony’s PlayStation 3 nor PSP support Flash entirely. On the contrary, all of these platforms support JavaScript. Although JavaScript’s ability to deliver enriched content to so many platforms is the most often cited and publicized advantage, JavaScript offers several other upsides in areas where Flash falls flat. Developing in Flash can get costly, Adobe’s Flash software is not cheap and many independent developers and small-to-medium businesses simply cannot afford to purchase it or the developers. JavaScript offers further savings in the form of reduced bandwidth. Additionally, the concept of graceful degradation is alien to Flash developers. Either your program works or it doesn’t. JavaScript offers options for a well-coded page to degrade gracefully. Flash also offers little in the way of options for interacting with search engines, while JavaScript plays very well with Google and its like. Lastly, the Flash learning curve is steep and can be quite daunting for newcomers to the realm of web development, but JavaScript libraries such as jQuery and MooTools can make learning JavaScript a much more pleasant experience. With so much going in favor of JavaScript, can we, like Steve Jobs, argue that Flash is dead? Not quite.

Flash still has several areas where it outshines and outperforms JavaScript by orders of magnitude. Flash is so feature-rich that it is hard to find anything that can compete with the dizzying number of features it can offer. Also, Flash handles three-dimensional graphics much better than JavaScript. To JavaScript’s detriment, it offers its own set of problems, such as the innate ability in modern browsers to disable JavaScript support and the inability for developers to protect their source code.

Returning to the original question posed by this article: Is JavaScript making a comeback? Definitely. Expect to see more enriched content optimized for mobile devices, with graphics that can render within mobile browsers while using as little bandwidth as possible. JavaScript is the currently the best way to do both of these things at the same time. Flash, however will not be put out to pasture quite yet as its continued usefulness is undeniable.

This article was first published in Website Magazine by Peter Marino, Senior Partner and CMO of the NYC Web Design Firm reelWebDesign.com

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Read my latest article on Search Marketing standard about Google TV and how it will change media and how we interface with it:
http://www.searchmarketingstandard.com/google-tv-the-end-of-linear-pixel-slop.

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L'article suivant a été vu sur Standard Search Marketing:
Les médias sociaux ont apporté de nombreuses innovations étonnantes - et Ping.fm est l'un des secrets les mieux gardés parmi les spécialistes du marketing des médias sociaux pour faire leur travail beaucoup plus facile. Si être en mesure d'obtenir facilement une mise à jour à tous vos réseaux sociaux, Peu importe où vous êtes (le café, librairie, Conférence, etc), dans une affaire de secondes, semble intéressant ... alors lisez la suite pour en apprendre plus sur Ping.fm.

Que peut Ping.fm Ne?

Ping.fm vous permet de poster vos réseaux sociaux, à tout moment, de n'importe où dans le monde. Vous pourriez faire un post sur Facebook ou un tweet à partir de votre téléphone portable, à partir de message instantané, partir d'un iPhone, partir d'un ordinateur, vraiment de tout sur tout support électronique.

Ping.fm vous donne un point d'accès unique à tous les sites de vos réseaux sociaux. Au lieu d'avoir à vous connecter à chaque site séparément à faire une mise à jour, il suffit de faire une fois et ping.fm traversera après votre mise à jour pour vous. La technologie est facile à utiliser pourtant incroyablement puissante.

Que les sites peuvent Ping.fm Poster?

Ping pouvez poster à presque tous les bien-connues sites de médias sociaux, ainsi que beaucoup de ceux moins connus. Des sites pris en charge incluent: Facebook, Twitter, LinkedIn, Shout'Em, MySpace, Hi5, Blogger, WordPress, Xanga et beaucoup plus.

Pourquoi utiliser Ping?

Il ya deux raisons principales pour utiliser ping:

Premier, il vous fait gagner beaucoup de temps. Chaque réseau social vous oblige à aller sur leur site et vous connecter avant de pouvoir poster votre mise à jour. Disons que chacun prend 2 minutes. Si vous mettez à jour 3 les sites, c'estminutestes.

La différence entre une mise à jour rapide sur votre téléphone et un 6 l'interruption minute dans votre flux de travail est vaste. C'est juste beaucoup plus pratique de le faire tout à la fois - Et il n'a même pas vous coûte rien.

Une autre raison d'utiliser ping, c'est que vous pouvez mettre à jour à la volée. Quelque chose de drôle ou pertinent se produire pendant votre vie? Envoyer un texte de ping-le-champ. Vous n'avez pas besoin d'attendre jusqu'à ce que vous êtes en face de votre ordinateur.

Si un événement important se produit, vous ne voulez pas attendre jusqu'à ce que vous êtes en face de l'ordinateur d'afficher. Si un événement se produit massives qui est pertinente à votre industrie arrive inopinément, (déversement de pétrole, la mort de quelqu'un d'important,) vous voulez être en mesure de publier à ce sujet - immédiatement.

Ping pour les médias sociaux de masse

Si vous êtes juste dans les médias sociaux, si vous n'utilisez pas beaucoup de services ou de ne pas mettre à jour souvent, puis Ping.fm pourrait ne pas être pour vous.

D'autre part, si vous êtes en tirant pleinement parti de la sphère des médias sociaux, si vous êtes sur de multiples services et vous mettez à jour souvent, si vous faites des médias sociaux sur une échelle de masse, puis Ping.fm pourrait être un sauveteur.

L'interface est facile à utiliser et le service est totalement gratuit. Si vous pensez que les sons de ping comme quelque chose qui pourrait vous aider et vos médias sociaux, pourquoi ne pas donner un coup de feu et de voir si vous l'aimez? Je l'aime!

Peter Marino est le partenaire principal et de l'OCM du reelWebDesign.com une cabinet de recherche marketing à New York. Si vous souhaitez Pierre d'écrire pour votre blog marketing communiquer avec lui au peter@reelwebdesign.com

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Reputation management is a process whereby an individual person or group, such as a business, is assigned a ‘ranking’ based on how that individual or group interacts within a larger structure. Reputation management usually takes the form of professional software or a specially developed application. While there are free versions of this technology, in practical market terms, reputation management is usually handled by what is known as “innovation management software.”

Paid Services

Innovation management software allows large global corporations with literally hundreds of thousands of employees to gather ideas from their workforce, and correspondingly assign reputation rankings to each individual employee. The employees can earn their reputations based on how their comments are rated by both their peers and their superiors. In this instance, reputation management is a constantly evolving process, with the software recalibrating the ranking based on new, incoming data.

There are several software major innovation management software companies that provide this service, including Brightidea and Spigit. Within each company’s software suites there are customized reputation management modules. In Brightidea’s case, each employee’s reputation is based on an in-depth point scheme. Employees earn these points by participating in voting and collaboration sessions, where ideas are both critiqued and improved upon by the larger user community. Employees who perform exceptionally well by consistently voting for ‘good’ ideas, or earn a significant number of points by always being helpful in collaborative efforts, earn points. The more points they earn, the higher their reputation ranking, which draws attention within the framework of the reputation management module. These individuals are singled out for either recognition or reward by senior management. Spigit’s process is similar, although it emphasizes an slightly more opaque approach, providing management with more discretion as to how individuals may earn higher status within the reputation management system.

Reputation management can also be bought as a separate service to enhance the online reputation of a company. An example is British Petroleum, which after the 2010 oil spill in the Gulf of Mexico aggressively worked to make sure that positive articles about the company and its efforts to clean up the spill would appear when a user typed in keywords relating to the spill into global search engines. While this service was folded into a larger public relations campaign, the technology that powered the service is a perfect example of reputation management.

Free Services

Large online businesses provide a ‘free’ version of reputation management. ‘Free’ is in quotes in this context because the service often requires the user to pay a fee to use the service itself; the reputation management aspect of that service does not cost anything. An example is eBay, where users can rank other users based on their responsiveness and general conduct during a transaction.

Benefits and Drawbacks

Reputation rankings play a huge role in the amount of power any one person or group has in influencing a process. Prior to the advent of this technology, a person’s presence online or within a computerized software suite had an importance ratio of 1:1; in other words, that person’s commentary had the same weight as any other user. The corresponding clutter of ideas, both good and bad, led to the need for a hierarchy and a cleaner organizational format.

The increasing popularity of reputation management software has both benefits and drawbacks. Reputation management can help identify leaders and thoughtful individuals who have a worthwhile contribution to make out of a sea of literally billions of opinions. Unfortunately, reputation management can also create artificial barriers to innovation and an inaccurate reflection of reality. On the positive side, singling out exceptionally savvy individuals helps advance both the career of that individual and the prosperity of the organization or community in which they are participating. However, on the negative side, reputation rankings can shut out slightly more unusual ideas that may lead to improved processes, especially if those ideas originate from an individual with a low or nominal reputation score.

As with any business, those who control reputation management must be vigilant, and open to frequently changing or updating how reputations are tallied. Individuals who attempt to “game” the system by illegitimately inflating their ratings must be screened out; likewise, those who are hesitant to participate must be encouraged to contribute.

By Peter Marino

Peter Marino is the Senior Partner and CMO of reelWebDesign.com a search and social media marketing company in NYC.

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