For users, there are many ways to surf the net, from the more traditional Internet Explorer to the newest web browser, Google Chrome. Having more browsers out there pushes browser-creators to make it easier for the user to get around the net, which makes the Internet experience a better one.

For web developers, however, the picture is different. While it is helpful and good that browser-makers comply more closely with web standards and add on new items and widgets all the time, programming a website to look good in all the various versions and kinds of browsers out there can be challenging. Sometimes, it seems that the ideal world would be one version of one browser that everyone used. And, once in awhile, that wish comes true—say, if you are a web developer at a large corporation working on the internal web applications. Then, only one version of Internet Explorer might be run internally (i.e., IE 6), and so as long as you program to that specific version’s quirks, you can focus on other things, like coding web applications and getting on with things.
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Last week, we looked at content marketing — and the necessity of putting a content strategy in place before setting your content free on social media networks. This week, we look at a key means of driving people to that content — Twitter.

I know what you’re thinking, “What can I possibly say in 140 characters that will drive sales and traffic to my Web site?” The answer? Plenty.

According to Forrester research, 90 percent of purchasing decisions begin online, with consumers researching products and the companies behind those products. When they come to your site, consumers are looking to make a smart buying decision from a trusted resource. They’re not just looking at the products and services you provide, they’re looking for context: “What are the strengths of this company? What resources does it provide, and how does that inform my purchase?”

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The Women’s Community is now on Facebook, and to jumpstart their fan base, Thomas Marks and Associates and Peritus Design (TMA+Peritus) are hosting their semi-annual social networking event to benefit the non-profit organization during Domestic Violence Awareness month.

TMA+Peritus’ Fall Ice Maker will be held on Thursday, October 22, 2009 at the RedEye Brewery in Wausau. But you won’t see invitations in the mail. TMA+Peritus and The Women’s Community are using the power of social networking to generate awareness for the event.

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When the Internet was new, most Web sites were nothing more than online brochures. It took a while for people to adapt content for the web. Something similar is happening as businesses begin to experiment with social media. Eager to take part in the social media conversation, many businesses aren’t taking the time to consider just what their customers are looking for, or to deliver consistent messaging. That can disappoint current customers or drive potential customers away because you’re not giving them something of value.

Social media is an integral part of content marketing, which Chris Brogan aptly defines as “the ability to produce useful and entertaining information that is worthwhile on its own, but that might also be useful towards a sale or subsequent action.” You can’t engage your audience if your content — blogs, podcasts, web copy, videos, Tweets, Facebook postings, case studies, white papers, etc — isn’t relevant. As Joe Pulizzi notes, “The early movers in providing best industry and educational content will have a clear advantage and be able to position themselves as trusted content providers – which in the long run – will position them for sales and profit growth.” That means rather than saying, “Our product is best suited to meet your needs,” provide your audience with a non-promotional case study, blog, article, Tweet, or Facebook posting that shows them how to address a certain problem. Instead of selling, you’re providing valuable information.
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If you think you’re spoiled now by all the benefits of Web 2.0 — social networking, posting and reading product reviews, blogging, watching TV on Hulu, visiting with friends on Facebook, getting a laugh out of YouTube, getting breaking news on RSS feeds, tweeting from your cell phone — wait until you see what Web 3.0 has in store.

Web 2.0 is a social experience that enhances collaboration among people — an interactive dialogue wherein you can get information and have your say. According to experts, Web 3.0 will be a personal assistant using software agents that not only “get” you, but understand the context of your search and the sites they’re searching.

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Ask anyone who knows me — I love to plan events, and have done so for over a decade. While the basics of event planning remain much the same since I started, the evolution of the Internet has added a new dimension. In the past, you would scribble an invitation list on a pad of paper. From there, addresses were gathered, invitations printed, envelopes addressed, and stamps licked. A time-consuming process that often “inspired” you to keep the list short.

Now, social media allows you to reach a much broader list of invitees at almost no cost. Remember the shampoo commercial from decades ago, “She’ll tell two friends, and she’ll tell two friends and so on and so on”? The viral world of social media allows us to mimic that word-of-mouth process by posting an event invitation on our Facebook page and tweeting it on Twitter. The “she’ll tell two friends” becomes “she’ll share it on Facebook with her 185 friends who will then add it to their posts” — and in less time than it takes to stuff and stamp one envelope, almost 3,000 people know about your event. No printing, no postage, no envelope-aftertaste.

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Ah, the Seventies.  The Gremlin, The Saturday Night Special, denim furniture and macramé.  If your logo hearkens back to this era and hasn’t been updated, it is time to consider bringing it into the modern era, Baby.

Will It Cost a Lot of Bread?
A logo can be a significant investment to a company, because a change may require new signage, vehicle graphics, packaging and trade show displays – in addition to the numerous correspondence and marketing materials you have in inventory.  Cost has to be considered, but also consider the cost of doing nothing and maintaining the status quo with a logo that represents a different company from the distant past.

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