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Category Archives: Trends

All Online Digital Roads Lead to Google Plus

All Online Digital Roads Lead to Google Plus
By Chris Abraham

Google can’t get any of us to use Google Plus, but they’re still trying. And they’re pushing hard. One of the reasons I love blogging is, for good or evil, I don’t need any evidence for anything I say. With that caveat, Google’s closing in on its goal of being federated across all of its properties, so be acutely aware. They’re triangulating us all and will soon be able to identify not merely what “you” — someone like you, a demographic generality — want, need, and desire, but what you, yourself, (or me, Chris Abraham), want in particular, down to, at most, your person (and the maximum 7.8 square meters around you).

Rejoice! I am no longer a 35–44 year-old white, college-educated, man, living in Metro Washington, I am 44-year-old Christopher James Abraham, who lives between Columbia Heights and Arlington Views, off of Columbia Pike in South Arlington, VA, who owns guns, motorcycles, spends money on eBay and Amazon, and loves eating fish tacos at Taqueria el Poblano during their weekday happy hour from 4-7pm — and many other very specific details of my life (like the fact that I attended the Nation’s Gun Show at the Dulles Expo Center).

Rejoice! Soon, Google’s reason for being will become truly manifest: all Google “organic” search results will be curated for my specific proclivities and all ads over all Google-associated and Google-partnered advertising networks, both online and offline, will be tailor-suited, bespoke, based on both my literal history of past searches, emails, subscriptions, and purchases but also based on a lot of cross-referencing that will try to predict my current, short, medium, and long term purchase and search decisions based on other close, similar users and algorithms that can now access petabytes, exabytes, zettabytes, and maybe even yottabytes real-time.

What does it mean? Well, I don’t care about my privacy, really, just my convenience. Then again, I am one of those guys who consider Minority Report to be more of a promise than a threat. I am one of those guys who grew up on The Well and the Meta Network, online communities that enforced real names anyway.

So, I am running full speed into the arms of big data to the extent that I recently gave up my Apple iPhone 5, a superior device, as my primary mobile device in favor of the new LG Google Nexus 5, a terribly-flawed-but-Google-integrated smart phone. But I am sold on the Google Empire because they stalk me so well.

The problem with the iPhone, as far as I am concerned, is how balkanized the phone is. It’s like the US: there is a Nation-State, Apple iOS, but the true power lies in the States, the Apps. Google Android phones are ruled by a federated, unified, Google OS, Android, with the Apps being mere applications under Android, with many of the top useful apps on Android devices being fully integrated Google Apps.

In the last six months, Google has made a lot of progress bringing us all in from the cold: from YouTube, from Google Search, from Picasa, Gmail, Google Apps for Business, Android phones, Google Play, Google Maps, Google Drive, Google Calendar, Blogger, Google Hangout (née Google Talk), Orkut, and even Google Groups.

To wit, my friend asked me if I had ever been to the Tilted Kilt, a Hooters-like bar wherein the girls wear very revealing variations of the Scottish Kilt. I remember having been there years ago while in Atlanta. I searched “tilted kilt chris abraham” and the photos I had taken popped up in images, images that I believe I might have shared on Google+ years ago. Until recently, these sorts of deep content had been disappeared and lock-boxed into the bellies of Google’s various properties for whatever reason (maybe to not freak people out, so that they felt more comfortable sharing on Plus without always ending up in search); now, more and more of Google’s users’ content will be the first content to show up on top (as long as the content is set to public).

What’s more, Google’s always been savvier than this. Google has always gamed serendipity by serving up search results that include the people who are in your Google network, be it in your Gmail Inbox, your Contacts, your Google+, Picasa, or through any connections. This has always been the case. My friends are always popping me notes saying how small the world is because how often they bump into my content when searching for information on social media, single speed biking, digital PR, marketing, motorcycles, or firearms — yes, indeed, the world is small, but Google’s mad skills are making it (at least appear) smaller and smaller within your circle of friends and larger social networks. And, circa 2014, this will become even more refined and as close as real time as is “humanly” possible.

In many ways, the moment you step into an online world as curated by Google’s algorithms, you’re indeed entering a sim, stepping into a simulacrum of sorts, one of which Narcissus would be proud: the perfect reflection of your hopes, wants, needs, world views, passions, and desires. We’ll all become the Kings of our online experience.

The Emperor’s new clothes; the emperor has no clothes!

When Google buys applications, web properties, new and cool websites, and all the rest, profiting directly from those acquisitions is not what they’re interested in. Google’s only interested in heading you, as an online denizen, off at the pass. What they want is to flush all of us online grouse out of the bushes so that they can finally get a good bead on us. When Google finally gets us all locked in their sights, they’ll be able to finally identify each and every one of us all the way down to as close to our social security, passport, and drivers license numbers as possible.

And that’s an excellent thing if you’re willing and able to remain safely ensconced in the warm, soft, velvety embrace of the Matrix — like me — though I am not sure if this will reassure everyone as much as it does me. And, since every action has a reaction, Google’s search engine algorithm has a profitable flaw: it tends to highlight and prioritize popular content. And, what content is generally most popular?

Salacious gossip, embarrassing revelations, revealing photos, humiliations, and defamations. The dark side, of course, but also not Google’s problem: they just give the public what they want, just like anyone else — and if they didn’t, someone else would — all the while running profitable inline, contextual, banner, pre-roll, and video ads.

And all of this fun stuff is pinned to Google+.

As the saying goes, “all roads lead to Rome.” And Google’s Rome is Plus. Now that Google has us all hooked, they’re integrating all of these properties into the new Google+, whether or not you are currently a registered member. If you’ve invested in Google in any way, you’re a potential Plus member; and, if you know what’s good for you, you’ll just jump in feet first. It’ll improve your participation everywhere else, trust me, starting with the world’s favorite site: YouTube. As you may know, Google’s changed access to YouTube commenting to prefer Google+ members.

Google’s almost completed their new roads project: all roads lead to Plus. Resistance is futile. Still fighting? This is quicksand mate, stop struggling and just relax into Google’s vision for your media future, both online and off. It’s beyond your control.

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Chris Abraham

Principal Consultant at Gerri Corp.
Chris Abraham is a leading expert in digital, including online reputation management (ORM), Internet privacy, social media marketing and digital PR with a focus on blogger outreach, blogger engagement and Internet crisis response.
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Pinterest Updates: What Businesses and Brands Should Know

Pinterest Updates: What Businesses and Brands Should Know
By Jessica Oaks



Pinning things has become the new de rigueur for a large swath of the Internet population. Gone is the day of the bookmark. Gone is the day of the RSS feed. In today’s Internet environment, it’s all about pinning things, using Pinterest. While this simple task may seem on the surface somewhat trivial, the opposite is true. Put simply, pinning is as strong an indicator of what’s hot and what’s not as hashtags or what’s trending on Twitter are. Understanding this can allow businesses to more effectively market their products and build their online reputations.
 

 
The Social World’s Impact on Brick and Mortar You’ve likely seen it. A Yelp sticker in the window of your favorite restaurant. Stickers that say, in a nutshell, “We’re liked online so give us a try in real life!” That philosophy is beginning to find its way beyond the confines of review sites and into the broader digital realm. In fact, Nordstrom recently made the decision to base its product displays on which items had the most “pins” on Pinterest. A common sense, no-duh strategy when you think about it, but one that was seemingly forward thinking. Think about it: how many stores, especially stores as reputable and large as Nordstrom, have you seen do such a thing? And yet, it could represent a tidal shift in the way that businesses market their products and interact with consumers.

What Businesses Can Do to Capitalize on Pinterest

Perhaps most importantly, businesses need to be on Pinterest. Businesses have already adopted other social platforms; in fact, businesses large and small have all but universally joined Facebook and Twitter. The next logical step for many is to join Pinterest. This holds particularly true for businesses that sell a product, as for many of its users, Pinterest is a sort of giant wish list. Instead of bookmarking pages or adding a blog to an RSS feed, a user will pin a specific pair of shoes, dress, or pair of pants. If your products aren’t listed on the site, they can’t be pinned.
Perhaps more importantly, you can’t gain invaluable data on consumer interest and demand.

The Internet Experience in a Mobile World

It could be argued that Pinterest has caught on in such a big way because it is tailored to the mobile experience. The website interface is mobile friendly (with a recent redesign, the mobile site now looks and functions in much the same way as the company’s native app), the user experience is interactive, and there’s no shortage of stimuli to keep people engaged.

With people accessing the Internet increasingly from their smart devices – iPhones, Androids, Samsung LG2s and tablets – Pinterest is increasingly looking like the website of the moment. It provides search functionality, a browsing experience, and archiving and sharing apparatus all in one. In other words, Pinterest is Google and Facebook all at once. And, with wireless service providers such as T-Mobile offering free 4G LTE data for certain plans, the opportunity to access Pinterest anywhere, anytime is now a reality among many customers. To learn more about devices with free 4G LTE, check this out.

In 2014, “The Year of Mobile,” there are many online outlets for businesses to interact with consumers, but perhaps none better than Pinterest, what may be the most mobile-friendly platform of them all. Brands need to ask themselves: can they risk not having a presence going forward? Is Pinterest merely a fad or is it destined to have a real impact on consumer behavior and marketing?

Pinterest Can Help Improve the Bottom Line

There can be little doubt that Pinterest is destined to join the ranks of Facebook and Twitter as the next big name in the tech world. Some would argue that the company has already achieved this. Regardless of how one would value the success of Pinterest, it is likely safe to say that businesses looking to engage with their customer base should consider joining now, before they fall too far behind the curve.

Jessica Oaks is a freelance journalist who loves to cover technology news and the ways that technology makes life easier. She also blogs at FreshlyTechy.com. Check her out on Twitter @TechyJessy.

Making Social Media Secure

Making Social Media Secure
By Devin Redmond


As social media hacks continue to increase, the Internet buzz about how best to protect social accounts has also grown louder. As big brands like the Associated Press and others are hacked, loads of vendors and “experts” have started espousing processes and promoting technologies to secure social media accounts and prevent hacks. Yet there is no silver bullet: making your social media secure and protecting your brand requires a multitude of technologies and processes, some of which we’ll explore here.

 

 

Two-factor Authentication for Twitter

Last year, Twitter released two-factor authentication to increase user and account level security. Its two-factor technology requires the account password and a code sent to your phone.

Unfortunately, Twitter’s two-factor authentication isn’t scalable for accounts with more than one admin (i.e., any large brand) and doesn’t stop unauthorized tweets from applications. Additionally, if a user logs in with two-factor from a computer infected with malware, the hacker can pass tweets through the properly authenticated session.

So, although two-factor is a great way to prevent hackers from simply guessing your password, it’s not going to stop any of the more capable hackers, nor will it work on an active, brand owned account.

Physical Controls

To complement its two-factor authentication system, Twitter also issued a set of recommendations for social media marketers, including dedicating one computer just for Twitter publishing.

In reality, social media teams generally consist of multiple people across various departments and locations, so it’s not practical to only publish content from a single terminal, especially given the mobility of today’s employees and the need to interact with followers in real time – a key tenet of social media.

Physical controls do play an important role in social media security. Strong passwords, encryption, remote wipe, etc. are all important safeguards to ensure that unauthorized personnel don’t steal or gain access to trusted devices that have the capability (e.g., stored credentials) to access your social media accounts.

Content Moderation

Many organizations review and moderate content to block spam and offensive, abusive, and potentially regulated content. As social has become more and more ingrained as a means of communication within both everyday life and marketing strategy, content – both good and bad – has increased, and effective manual moderation has become essentially impossible.

Automated spam and malicious content removal tools are extraordinarily helpful technologies for combating the problem of content overload and removing inappropriate, offensive, or unwanted material from an account.  Although this doesn’t prevent the hack, it helps mitigate the impact and provides a quick remedy.

Profile Locking

Profile locks create a snapshot of your approved account profile – your correct logo, description, website, etc. – and regularly scan your profile for changes. If changes are made – by a hacker or a mistaken employee – profile locks will automatically alert you and can revert any subsequent posts and activity.

Publishing Tools

A common industry practice is to use publishing tools as a control mechanism for workflow and compliance. While these reduce the number of people with direct access to the account, they won’t actually catch or stop an account hack.

Publishing tools are a great way to make sure only authorized content gets distributed from authorized users. However, they only work if and when people use them correctly , and, more often than not, employees bypass them for convenience. Furthermore, there are cases where the credentials for publishing tools have been compromised and accounts were abused via the approved publisher.

So, although publishing apps are important and necessary, they have a very limited scope when it comes to security, and neither directly nor effectively stop hacks or other kinds of abuse of your social media accounts.

Application Controls

Do you know how many applications are authorized to publish to your accounts? Chances are there are quite a few, since you likely have multiple admins, each with their own authorized applications.

Social media application controls connect into your accounts to inventory and regulate which applications can access and publish on your behalf. Application controls, for example, can ensure that only a single application or explicitly approved set of publishing tools can push content to your social media accounts. In addition to helping you ensure compliant publishing, reduce blunders, and improve publishing ROI, they also ratchet down the attack surface to prevent attackers from bypassing your security controls, greatly reducing your risk profile.

Application controls aren’t the end all to social media security. If, for example, the only allowed publishing application is a web browser, then the browser itself is still a viable attack vector for hackers. But, if you combine your application controls with one or more of the aforementioned technologies/strategies, then your security increases exponentially.

Building a Secure Social Architecture

There is no perfect solution for securing your social media assets to effectively ward off hackers and prevent abuse. However, choosing a careful combination of technologies and strategies, such as the ones listed above, will give you the most effective defense against social media hacks and mistakes.

Devin Redmond is the CEO at Nexgate, a leading provider of social media security and compliance technology for enterprise brands.