4 espacios en la Web para pensar el periodismo ***POST DESTACADO***

La comunicación es quizá el más fuerte de los símbolos contemporáneos, que con su ideal de acercar – o utopía- a los seres humanos, valores y culturas, es el centro del modelo de sociedad democrática, madre del periodismo.

Las herramientas Web , han posibilitado la diversificación de fuentes, la democratización de los testimonios y ofrecen otras formas de acercamiento a la realidad, que desafían al periodista profesional a poder aprender ( o aprehender) esa realidad actual a la audiencia.

Además de las herramientas Web y dispositivos tecnológicos, en la red encontramos espacios dedicados asistir a los periodistas a enfrentar esa realidad de la forma más profesional posible. Sea para salir de la duda de cómo se escribe o cómo se hace tal o aquella cosa, o para encontrar un consejo donde el periodista encuentra una frontera de lo ético, es recomendable tener dichos recursos a mano.

Yo he elegido 6 espacios en nuestro idioma en los que se piensa el periodismo. Que son los siguientes:

1. Manual del Español Urgente .- El idioma, la palabra determina nuestra forma de estar en el mundo. Abre o cierra puertas a relatos compartidos, y es el instrumento indispensable del periodista. Sin cámara, sin computador, sin radio, sin papel o tinta, a un periodista lo que le queda es la palabra.

Por lo tanto, es tarea saber cuidar a la lengua española de las presiones y arbitrariedades que otros idiomas más populares puedan cometer sobre ella. Sospechosos de también son los términos derivados de la tecnología y el marketing.

La Fundación del Español Urgente está pensado desde el periodismo y para el periodismo. Allí uno encuentra respuestas a problemas o dudas comunes, así como interesantes debates sobre la lengua castellana. Si no lo tenías en tu lista de favoritos, ahora es cuando debes darle un lugar a este sitio. Recomiendo tener a mano el Manual sobre Léxico.


Por: Maca Lara-Dillon | http://pulsosocial.com/

 

La comunicación es quizá el más fuerte de los símbolos contemporáneos, que con su ideal de acercar – o utopía- a los seres humanos, valores y culturas, es el centro del modelo de sociedad  democrática, madre del periodismo.

Las herramientas Web , han posibilitado la diversificación de fuentes, la democratización de los testimonios y ofrecen otras formas de  acercamiento a la realidad, que desafían al periodista profesional a poder aprender ( o aprehender) esa realidad actual  a la audiencia.

Además de las herramientas Web  y  dispositivos tecnológicos, en la red encontramos espacios dedicados asistir a los periodistas a enfrentar esa realidad de la forma más profesional posible. Sea para salir de la duda de cómo se escribe o cómo se hace tal o aquella cosa,  o para encontrar un consejo donde el periodista encuentra una frontera de lo ético, es recomendable tener dichos recursos a mano.

Yo he elegido 6 espacios en nuestro idioma en los que se piensa el periodismo. Que son los siguientes: Leer más “4 espacios en la Web para pensar el periodismo ***POST DESTACADO***”

The 2012 Guide to Google Webmaster Tools – Analytics Integration, +1 Metrics, and More

Back in 2010, we wrote a thorough beginner’s guide to Google Webmaster Tools. Since then, there have been significant changes to Google Webmaster Tools. We have updated this guide to include new ways to set up your website with Webmaster Tools, the new data included in Webmaster Tools about your website, important data you might have forgotten about, and how to connect it to Google Analytics to learn more about search queries driving traffic to your site.
Setting Up Your Website with Webmaster Tools

If you haven’t already, the first thing you will need to do is set up your website with Webmaster Tools. To do this, visit the Google Webmaster Tools website, sign in with your Google Account – preferably the one you are already using for Google Analytics. Click the red Add a Site button to begin.


 

http://blog.kissmetrics.com

 

Back in 2010, we wrote a thorough beginner’s guide to Google Webmaster Tools. Since then, there have been significant changes to Google Webmaster Tools. We have updated this guide to include new ways to set up your website with Webmaster Tools, the new data included in Webmaster Tools about your website, important data you might have forgotten about, and how to connect it to Google Analytics to learn more about search queries driving traffic to your site.

Setting Up Your Website with Webmaster Tools

If you haven’t already, the first thing you will need to do is set up your website with Webmaster Tools. To do this, visit the Google Webmaster Tools website, sign in with your Google Account – preferably the one you are already using for Google Analytics. Click the red Add a Site button to begin.

Next, you will have to verify this site as yours. Previously, this involved having to embed code into your website header or upload an HTML file to your web server. Now, if you already have Google Analytics, you can verify your site by connecting Webmaster Tools to Google Analytics. To do so, click on the Alternative Methods tab when verifying ownership. Then select the Use your Google Analytics account option.

Once your site is verified, you will want to submit a sitemap if you have one available. This is a simple XML file that will tell Google Webmaster Tools what pages you have on your website.

If you have one already, you can usually find it by typing in http://yourdomain.com/sitemap.xml to see it in your browser. To create a sitemap if you don’t already have one, you can use online tools like XML Sitemaps. If you are running a website on your own domain using WordPress, you can install the Google XML Sitemaps plugin. Once you have activated the plugin, look under your Settings in the WordPress dashboard and click on XML-Sitemap. Click on the Click here link to build your sitemap for the first time.

Leer más “The 2012 Guide to Google Webmaster Tools – Analytics Integration, +1 Metrics, and More”

Lanzada la nueva versión de Bottlenose, el filtro de redes sociales

Podemos personalizar la plataforma de varias formas, añadiendo columnas, al estilo de hootsuite, buscando entre vídeos, textos e imágenes, visualizando el contenido encontrado antes de tener que pulsar en los enlaces.. todo creado para que sea más productiva nuestra experiencia en las redes sociales, encontrando la información más popular e impidiendo que se nos escape lo que se cuece en laweb en estos momentos.


Por  | http://wwwhatsnew.com

 

Lo comentamos hace unos meses y hoy lanzan su versión 2.0, más intuitiva y eficaz a la hora de filtrar el ruido en las redes sociales.

Bottlenose  nos ayuda a leer la información que nuestros contactos  actualizan en la web social analizando el contenido y realizando recomendaciones sobre lo que puede interesarnos más. Es posible en esta versión agrupar los contenidos y ver lo más popular de cada grupo, estando la nube de etiquetas populares actualizada en tiempo real (mostrada en la ultima columna de la captura superior).

La información de cada contacto continúa siendo muy sencilla de entender, con gráficos mostrando el crecimiento e índice klout de dicho usuario. Leer más “Lanzada la nueva versión de Bottlenose, el filtro de redes sociales”

Why We Don’t Always Tell the Truth

When I was growing up, one of the principles in our house was that we had to tell the truth, no matter how painful it might be. Lying, we were taught, wasn’t something you could get away with. Like Pinocchio’s nose, it would be apparent to others.

Children of course need clear rules to learn the difference between right and wrong. However as we get older, the truth becomes more nuanced — and there are times when a little white lie or the absence of some key facts might be appropriate. The problem is that all of us have different standards for when, why, and how we shade the truth. These divergent ‘shades of gray’ then cause miscommunication, breakdowns of trust, and other dysfunctional behaviors. That’s why, despite the inclusion of “integrity” in almost every value statement, some form of lying is common in most companies.

From my experience, there are three fundamental concerns that cause people to shade the truth, either consciously or not. Being aware of these “lying triggers” can sometimes help to improve communication and reduce the feelings of mistrust.


Ron Ashkenas

When I was growing up, one of the principles in our house was that we had to tell the truth, no matter how painful it might be. Lying, we were taught, wasn’t something you could get away with. Like Pinocchio’s nose, it would be apparent to others.

Children of course need clear rules to learn the difference between right and wrong. However as we get older, the truth becomes more nuanced — and there are times when a little white lie or the absence of some key facts might be appropriate. The problem is that all of us have different standards for when, why, and how we shade the truth. These divergent ‘shades of gray’ then cause miscommunication, breakdowns of trust, and other dysfunctional behaviors. That’s why, despite the inclusion of “integrity” in almost every value statement, some form of lying is common in most companies.

From my experience, there are three fundamental concerns that cause people to shade the truth, either consciously or not. Being aware of these “lying triggers” can sometimes help to improve communication and reduce the feelings of mistrust. Leer más “Why We Don’t Always Tell the Truth”

Landing Pages 3.0: How Content & Context Plays A More Meaningful Role

Most of the fields on the form were required. The “submit” button was still in vogue. And the payoff for filling out the form? A phone call from a sales rep.

Okay, so this first generation of landing pages wasn’t very good. But such pages were effective enough in lead generation that they got the ball rolling. Marketers started to wonder what they could do to make landing pages better.
Landing Pages 2.0: The Beginning Of Best Practices

To me, 2008 was the year when a new generation of landing pages took off — call it Landing Pages 2.0.

Two great books came out that year, Landing Page Optimization by Tim Ash and Always Be Testing by Bryan Eisenberg, and launched what I would characterize as the “best practices” era of landing pages.

Best practices were things that everyone using landing pages could — or should — follow. They included:

A/B and multivariate (MVT) testing — test, test, test your ideas
“message match” continuity between ads/emails and their landing pages
shorter and friendlier forms with better calls-to-action (CTAs)
emphasis on text content (not Flash!) to improve SEO and quality scores
“social proof” with logos, awards, certifications, testimonials, etc.

A year and a half ago, I put together the READY Conversion Optimization Framework as a broad summary of the most universal landing page best practices of the time:


by  | http://searchengineland.com

Landing pages have evolved a lot over the past five years.

Back in 2007, landing pages were almost cliché — what I would call Landing Pages 1.0. Take this example from Google — yes, Google — with the prototypical structure: a headline, a short description or some bullets, a small image (“hero shot”), and a form.

A Google landing page in 2007 Leer más “Landing Pages 3.0: How Content & Context Plays A More Meaningful Role”

Smoking May Lead to Faster Cognitive Decline in Men

Women, on the other hand, did not show any differences in cognitive scores over the same 10-year period. “The result among women was not particularly expected,” Sabia wrote in an email responding to questions about the study. But she says, it might easily be explained by the fact that there were fewer women in the study (2,137) than men (5,099), or because female smokers tended to smoke less than the men.

As far as the male smokers were concerned, the drop in cognitive functions, which included their scores on tests of memory, vocabulary, reasoning, verbal fluency and other executive skills, confirmed earlier studies that showed similar declines among those who lit up. But Sabia’s study is the first to find the effect in smokers as young as middle age. That suggests that tobacco can have an influence even on relatively young brains, and that its impact isn’t primarily due to the weaker neural networks of an already aging brain.

PHOTOS: Cigarette Warnings Around the World

But there was good news in the findings as well, especially for those who quit smoking. Men who had kicked the habit more than 10 years before the study began actually had better cognitive scores than men who had never smoked. Sabia credits this effect to the fact that people who quit smoking tend to become healthier overall, and may have adopted other lifestyle or diet changes that promoted better mental health.

That’s certainly encouraging, but Sabia cautions that the association between smoking and cognitive decline needs to be studied further. Because smokers tend to drop out of long-term studies of cognitive function due to disease, it’s possible that previous studies on the subject have underestimated the effect of lighting up on the brain. Sabia’s study is the first to use a statistical model to make up for this potential bias, but additional studies will need to confirm the relationship. If the research bears out, perhaps future public health messages about smoking will include warnings about cognitive harms as well as damage to the heart and lungs.


In a new study, middle-aged men who smoked did worse on tests of cognitive ability over time, but women who lit up didn’t show the same declines.
By ALICE PARK | @aliceparkny | http://healthland.time.com/Aleksandr Slyadnev / Getty Images

ALEKSANDR SLYADNEV / GETTY IMAGES

We know that smoking contributes to a variety of health problems, including heart disease, emphysema and lung cancer, among others. But now there’s  growing evidence that using cigarettes can also affect the brain: the latest study shows that smoking is associated with cognitive decline as early as age 45, and that male smokers may be more vulnerable to these mental effects than women.

For the study published in the journal Archives of General Psychiatry, researchers led by Severine Sabia, a research associate in the department of epidemiology and public health at University College London, gave cognitive tests to 7,236 middle aged men and women three times between 1997-99 and 2007-09, when they were 44-69 years old, 50-74 years old and 55-80 years old.

The researchers also collected the participants’ 20-year smoking history through regular self-reported questionnaires.

MORE: The Nicotine Patch May Improve Memory

And when they compared the cognitive scores to smoking status, they found that men who smoked showed faster decline than nonsmoking men over 10 years.The size of the effect associated with smoking was similar to that of 10 years of aging. Even after Sabia and her colleagues adjusted for the effects of heart disease, stroke and lung function on mental abilities, the effect of smoking remained strong… Leer más “Smoking May Lead to Faster Cognitive Decline in Men”

FDA Approves New Suppliers to Ease Cancer Drug Shortages

“We have made real progress … We believe that (suppliers) will be able to meet the demands of patients in the U.S. market” for the two drugs indefinitely, FDA Dr. Commissioner Margaret A. Hamburg told The Associated Press in an exclusive interview. “It’s a huge relief for us.”

The FDA increasingly has been able to prevent drug shortages, mainly due to a sixfold increase in manufacturers voluntarily notifying the FDA when they anticipate shortages, Hamburg said.

Thanks to such notice, the agency prevented 195 drug shortages in 2011, mostly late in the year after President Obama issued an executive order giving FDA additional powers to address the shortages. Between that order on Oct. 31 and this week, the agency has prevented a total of 114 drug shortages.

Hamburg said that when FDA’s much-expanded drug shortages team is notified about impending shortages and contacts other manufacturers, those companies have been “very responsive” as FDA worked with them on finding ways to boost production.

In the latest case, the FDA said it has temporarily allowed importation of an alternative to Doxil called Lipodox, made by Sun Pharma Global FZE. The Indian drugmaker is already known to the agency, and its factory and the production line for Lipodox have been inspected.


Scimat / Getty Images

SCIMAT / GETTY IMAGES
The FDA approved another supplier for a preservative-free version of methotrexate, a crucial drug for children with a type of leukemia called ALL and for high-dose treatment of bone cancer.

Federal regulators said Tuesday that they’ve approved new suppliers for two crucial cancer drugs, easing critical shortages — at least for the time being — that have left patients and parents frightened about missing life-saving treatments.

The news brings a light at the end of the tunnel for some patients, but not for thousands of others, given that there are currently 283 separate drugs in short supply or totally unavailable in this country.

On Tuesday, the Food and Drug Administration said it will temporarily allow importation of a replacement drug for Doxil, a drug for ovarian and other cancers that hasn’t been available for new patients for months.

The agency also has approved another supplier for a preservative-free version of methotrexate, a crucial drug for children with a type of leukemia called ALL and for high-dose treatment of bone cancer. The version with preservatives can be toxic or cause paralysis in children and other patients getting the drug either via injections into spinal cord fluid or at very high doses.

The FDA also has approved the release of a batch manufactured by Ben Venue Laboratories Inc., shortly before it closed several factories at its complex in Bedford, Ohio, due to serious quality problems. That closing is what turned the on-again, off-again methotrexate shortage that began in late 2008 into a crisis almost overnight, with fears that patients would begin missing treatments as soon as the end of this month. Leer más “FDA Approves New Suppliers to Ease Cancer Drug Shortages”

20 FREE New Business Card Templates for 2012 ***HOT DESIGN | recommended | donwload ***


http://www.webdesignmash.com


Although we are now near to the end of February it is still time to get yourself a brand new business card design for 2012. I have searched around the web and found some great FREE templates for you use and customise from Own Business Cards and Fresh Business Cards. Whether you are a designer, hairdresser or sales representative there is a neat collection to choose from. Get downloading today! I hope you enjoy the selection.

Font Used: Standard Photoshop fonts.
Size: 3.5”x2” (Excluding bleed area)
Zip file content: .PSD
Font: Impact, Franklin Gothic Medium

Pack: Templates, Preview, Fonts, Redme.txt
Size: (90×50)mm
Format: Vectors

Size: 3.5”x2” (Excluding bleed area)
Zip file content: .PSD
Font: Coolvetica

License: CC v3.0
Pack: Template + Font + Preview

Font Used: Standard Photoshop fonts.
Size: 3.5”x2” (Excluding bleed area)
Zip file content: .PSD
Font: Impact, Harabara

Leer más “20 FREE New Business Card Templates for 2012 ***HOT DESIGN | recommended | donwload ***”

The U.S. Army’s Guide to Pinterest (Really)

Maybe you’ve had a very, very long nap and missed the last few weeks. So you haven’t heard of Pinterest. No shortage of ways to catch up, including this nice meta-explainerfrom our corporate cousins at The Wall Street Journal. For the advanced class, check out the site’s attempt to quell growing copyright questions.

But if you’re in a hurry, you might consider this no-nonsense guide from the U.S. Army, which has a couple dozen boards of its own (via the Atlantic).

Social Media Roundup – Introduction to Pinterest

El Ejército de EEUU ha fijado un nuevo objetivo: la última red social de moda, Pinterest. Han elaborado un guía explicando lo que es Pinterest, un tablón de anuncios interactivo convertido en fenómeno social, para que las familias de los soldados de la Armada estadounidense sepan cómo emplear la herramienta y no cometer errores. Además se han abierto una página oficial.

La guía habla del público objetivo de Pinterest, de quiénes utilizan esta red social y analiza si lo deberían usar las organizaciones militares. El Ejército recomienda que se tenga “un plan antes de comenzar a promocionar la presencia de tu organización en una plataforma social como Pinterest”.

La página de Pinterest del Ejército estadounidense se suma a su presencia militar en redes como Twitter y Facebook, además de tener un canal propio de YouTube con noticias grabadas por ellos mismos. Su iniciativa en las redes sociales les ha traido mucho éxito: tienen aproximadamente 125.000 seguidores en Twitter y más de un millón de fans en Facebook.


 | http://allthingsd.com/

Maybe you’ve had a very, very long nap and missed the last few weeks. So you haven’t heard of Pinterest. No shortage of ways to catch up, including this nice meta-explainerfrom our corporate cousins at The Wall Street Journal. For the advanced class, check out the site’s attempt to quell growing copyright questions.

 

But if you’re in a hurry, you might consider this no-nonsense guide from the U.S. Army, which has a couple dozen boards of its own (via the Atlantic).

 

Social Media Roundup – Introduction to Pinterest

El Ejército de EEUU ha fijado un nuevo objetivo: la última red social de moda, Pinterest. Han elaborado un guía explicando lo que es Pinterest, un tablón de anuncios interactivo convertido en fenómeno social, para que las familias de los soldados de la Armada estadounidense sepan cómo emplear la herramienta y no cometer errores. Además se han abierto una página oficial. Leer más “The U.S. Army’s Guide to Pinterest (Really)”

Whither Qnexa? A Brief History of Diet Pills and the FDA

To address those worries, Qnexa’s maker, Vivus Inc., had suggested approval of drug only for use in men and in women of non-childbearing age. That type of labeling work-around didn’t satisfy the FDA, however, and the agency asked the company to figure out a way to prevent pregnant women from using it.

Qnexa is not the first, nor will it be the last weight-loss pill to seek approval from the FDA. The market is ripe for a new drug to help Americans lose weight: “We really go from Weight Watchers to bariatric surgery when it comes to treatment options,” said Joseph Nadglowski, president of the Obesity Action Coalition, a patient advocacy group in Tampa, Fla., in an interview with Bloomberg. “For many, that’s a pretty big gap.”

But the FDA has a spotty history with diet drugs and an ever-rising bar for new weight-loss remedies. Following is a brief history of the diet drug industry’s successes, failures and near misses.

Amphetamines
The original diet drugs date back to the 1950s. Amphetamines worked simply by boosting metabolism all around, driving the body to burn more calories faster. The problem — as with any energy system pushed to its limits — was that cells aren’t made to burn, burn, burn. They eventually burn out, leading to heart problems, chest pains, palpitations, insomnia and other health issues.

Amphetamines, which boost energy and mood, are also addictive, since they tap into the brain’s reward system. After their potential for misuse emerged, U.S. and European officials banned most amphetamine-based medications, but the drug is still available, often hidden in South American diet remedies.

Fen-phen and Redux
A new combination of the existing appetite-suppressing drugs fenfluramine and phentermine, fen-phen was all the rage in the mid-1990s, leading to weight loss in hundreds of thousands of Americans. In 1996, after much media attention, the FDA approved a related drug, dexfenfluramine, as Redux, which did the same thing as fen-phen but with fewer side effects. Yet the side effects were still severe: in the summer of 1997, the FDA revealed that 82 patients had developed defects in their heart valves while on fen-phen, and that seven patients had come down with the same condition on Redux. Other patients developed pulmonary hypertension, a sometimes fatal lung condition, and a JAMA study confirmed earlier reports that both fen-phen and Redux caused brain damage in lab animals. After millions of prescriptions written, in 1997 both fenfluramine and Redux were pulled from the market.

Sibutramine (Meridia)
Since amphetamines carried too many risks of addiction and other side effects, researchers began focusing on ways to trick the brain into wanting less food. Sibutramine, approved in 1997, worked on brain chemicals that affect appetite: by blocking the reuptake of neurotransmitters such as norepinephrine and serotonin, the drug could suppress the desire to eat and convince the body that it was full, helping dieters lose 5% to 10% of their body weight in a few months. After studies showed users were at higher risk of developing heart problems and stroke, however, the medication was withdrawn from the market in 2010.

Lorcaserin (Lorqess)
Like sibutramine, lorcaserin focused on altering brain chemicals, specifically serotonin, to convince the body it was full. But an FDA panel recommended in 2010 against approving the drug because of studies in which female rats taking the drug developed a disturbing number of mammary tumors. The panel also asked Lorqess’s maker, Arena, to conduct additional tests on the drug’s effect on users with diabetes and heart disease, conditions that commonly affect those who are overweight.

Contrave


We still don’t have a magic pill for weight loss, and the spotty safety records of diet remedies throughout history show why.

Alexander Ho for TIME

ALEXANDER HO FOR TIME

Will the second time will be the charm for the diet drug Qnexa? The Food and Drug Administration (FDA) is reviewing the data on the weight-loss medication, again — an advisory panel will meet on Wednesday — having rejected the drug for approval once already in 2010.

The agency’s Endocrinologic and Metabolic Drugs Advisory Committee initially voted 10-to-6 against approving Qnexa over concerns that that it could increase heart rate and cause birth defects — concerns the FDA still has the second time around. According to the FDA’s briefing documents, the advisory panel will be asked on Wednesday to consider whether Qnexa’s maker, Vivus Inc., should conduct a clinical trial on cardiovascular risks prior to approval — a move that could significantly delay its reaching the market. Vivus proposes doing the study post-approval.

The key question for the panel isn’t whether Qnexa is effective for weight loss — clinical trials suggest it is, though in the second year of one trial, participants regained some of the weight they had lost in the first year — but whether its potential side effects outweigh its benefits.

Qnexa is a combination of two existing drugs — phentermine, an appetite-suppressing stimulant, and topiramate, an anti-seizure medication that is generally prescribed to control epilepsy but also affects appetite. The latter drug, topiramate, increases the risk of oral clefts, a birth defect, by two to five times when used by pregnant women, according to the latest studies, the FDA said. Leer más “Whither Qnexa? A Brief History of Diet Pills and the FDA”

6 Tips for Improving Twitter Link Click Through Rate

How can Tweets be tested?

Unfortunately, it’s not possible to A/B test tweets – yet (maybe someday there’ll be an app for that). If you’re handy with numbers, Rand Fishkin from SEOmoz has a process for hypothesis testing tweets you can try. (Interestingly, Rand found shorter tweets produced higher click through in his analysis).

Again, click through isn’t the perfect measure of engagement or interest. You can’t count how many people read your tweet and got value out of it without retweeting or replying to you, but you can measure which tweets spurned the most unfollows with Tweeteffect. It’s a good idea to make note of content that causes an unusual exodus, regardless of the length, link placement, use of adverbs or time of day.


 by  | http://www.getelastic.com/

When it comes to sharing links through Twitter, what makes them click?

Dan Zarella from HubSpot set out to answer that question, analyzing over 200,000 link-containing tweets, and measuring several characteristics that appear to influence click through. Dan’s findings are presented infographically (WordPress tells me this is not a word, but I don’t care), which we will here break down tip-by-tip, along with some real-world examples.

Here goes…

1. Write tweets between 120 and 130 characters long

If you’re anything like me, your problem is trying to fit your message into a measly 140 characters. It’s reassuring that longer tweets don’t underperform shorter ones. But why would longer tweets get higher click through?

It could be that longer tweets have more context around the link. We’re not into random clicking for the fun of it. Short tweets can be vague, for example:

versus

Does that mean never tweet short? No way. If you can evoke curiosity with a few words, do it.

2. Place links about 25% of the way through

Leer más “6 Tips for Improving Twitter Link Click Through Rate”

20 Days to a High-Quality, Highly-Engaged Twitter Following (in just 20 minutes a day)

I said it during the 2010 Successful Web App Metrics Event and I’ll say it again…I rather have 100 highly engaged followers than 100,000 unengaged followers.

The more engaged the follower, the more likely they are going to exchange value with you…whether by subscribing to your blog or actually paying you money for your product or service.

But how do you get that quality following without buying followers or simply following 1,000 people and hoping they follow you (which is a terrible strategy)?

Well, you can have this sort of following in just 20 days with a minimal of 20 minutes a day by engaging in the following activities.

Let’s start from the beginning.

Day 1 – Create A Short, Unique Name…

Your first step to creating a massive following is to create your account. And your first step when it comes to creating an account is coming up with a name.

The best names are short and memorable.

If your first and last name are short enough, then use it as your twitter handle…that is if it isn’t already taken. But you don’t have to use your name since your identity will show up on your Twitter account.

Here’s mine:


http://blog.kissmetrics.com/

I said it during the 2010 Successful Web App Metrics Event and I’ll say it again…I rather have 100 highly engaged followers than 100,000 unengaged followers.

The more engaged the follower, the more likely they are going to exchange value with you…whether by subscribing to your blog or actually paying you money for your product or service.

But how do you get that quality following without buying followers or simply following 1,000 people and hoping they follow you (which is a terrible strategy)?

Well, you can have this sort of following in just 20 days with a minimal of 20 minutes a day by engaging in the following activities.

Let’s start from the beginning.

Day 1 – Create A Short, Unique Name… Leer más “20 Days to a High-Quality, Highly-Engaged Twitter Following (in just 20 minutes a day)”

Escucha activa y comunicación efectiva ¡Lo que nos perdemos por no escuchar!

Redes sociales= personas = sentidos

Conviene no olvidar que en el momento actual, los Community managers profesionales son mucho más que gestores de comunidad. Grandes responsables de la eliminación de las barreras que separan al mundo online del offline y nexo indiscutible entre la marca y los clientes (internos y externos). Las redes sociales son personas y por lo tanto, responden a los estímulos sensoriales, cuando no somos conscientes de ello, estamos cerrando las puertas de la escucha activa y con ella, perdiendo la ruta hacia los sentidos.

Saber preguntar para poder escuchar

Las preguntas que comienzan con cómo, qué y por qué, invitan al diálogo y el debate, mientras que las que ofrecen si/no, cuando o donde, solo admiten una respuesta irrefutable. Es indispensable tener en cuenta que el objetivo final de la escucha activa en las redes sociales es conocer al consumidor para entregarle un servicio personalizado que lo transforme en apóstol de nuestra marca. La información derivada de los hilos de conversación provocados a través del lanzamiento de preguntas, es de incalculable valor, algo que nos perdemos si no escuchamos activamente.

Sin escucha no hay silencio

Dialogar, interactuar y compartir, son los ejes centrales del dinamismo en las redes sociales, la base sobre la que obtenemos la información y el nexo que sustenta nuestras relaciones, pero, no cabe duda que permanecer en silencio es esencial para identificar nuevas necesidades. La clave está en aceptar que, si no sabemos escuchar, no identificaremos que preguntar y por lo tanto, no podremos permanecer en silencio recibiendo y analizando información que nos ayude al crecimiento de nuestra marca.


http://www.puromarketing.com

La ‘escucha activa’ se ha transformado en uno de los ítems más perseguidos por las marcas y no cabe duda que es una de las cualidades de los Community Managers más apreciadas. Lograr una comunicación efectiva a través de la cual nuestra marca adquiera más influencia y por lo tanto, se alcance el crecimiento global de la empresa, no es una labor sencilla no en vano,  la falta de escucha activa  es una de las causas más frecuentes de pérdida de clientes.

 

Para no perdernos nada por no escuchar, es indispensable centrarnos en la “actitud” del Community Manager, profesión que como siempre, nos deja grandes enseñanzas. ¿Qué nos perdemos por no escuchar?

 

Juicios pre-establecidos, cerrando puertas

 

Es indispensable tener muy presente que inherente a la condición humana ,está el hacernos juicios rápidos y sin bases sólidas, ello minimiza la capacidad de escucha.  Todo Community Manager profesional sabe que es necesario enfrentar la escucha activa de su target con la “mente vacía” de juicios injustificados. ¿Cuántas veces en nuestras relaciones personales nos hemos dado cuenta de lo equivocada que estaba “aquella primera impresión”?

 

Derribando barreras, una potestad de la escucha activa

 

Otro de los grandes hándicaps con los que nos encontraremos si no logramos establecer una escucha activa con nuestros clientes, lo encontramos en los efectos derivados de cerrarse ante opiniones distintas. Un ejemplo claro lo tenemos en los Community Manager que “borran” los comentarios adversos para la marca. La falta de confianza es una consecuencia derivada de no “querer escuchar”, ¡finalmente la opinión del consumidor es la que construye hoy los nuevos paradigmas del consumo!

Cerrando las puertas al aprendizaje

 

Cualquier Community Manager profesional nos dirá que una de las mejores técnicas para realizar una escucha activa, está en el clásico  y poco practicado, “ponerse en el lugar del otro”, cerrando las puertas del aprendizaje Aquel que se deriva de la naturaleza única del ser humano, materializada en una opinión distinta.

 

Confianza,  otra puerta cerrada por no escuchar

 

De igual forma, seguro que podemos recordar cómo nos hemos sentido al darnos cuenta que esa persona a la que siempre escuchamos no lo percibe de así. El consumidor necesita saber que se le escucha para construir su tela de confianza y credibilidad con la marca.  Cuando respondemos de inmediato a un cliente le estamos diciendo “te estoy escuchando, estoy aquí” lo que inmediatamente, alimenta la confianza.  Leer más “Escucha activa y comunicación efectiva ¡Lo que nos perdemos por no escuchar!”

Pasión por las marcas: El gran poder emocional de las lovemarks

El amor que los clientes profesan por sus “lovemarks” hace que estos se reúnan, de manera virtual y física, en clubs, foros y asociaciones de usuarios o de fans, como son los casos de LEGO, Barbie, IKEA, Canon o BMW. Incluso se dan casos extremos en los que alguno de estos fans, o un grupo de ellos, pueden llegar a reflotar una marca desaparecida, como ha sucedido con Polaroid o Moleskine.

Debemos tener en cuenta, también, que el cliente actual es maduro: sabe lo que quiere y ya tiene ciertos conocimientos de las técnicas más básicas de marketing, por lo que reconocerá los intentos de manipular su voluntad.

Estos factores, unidos a la interconexión de los clientes, gracias a las redes sociales, convierten esta estrategia en un peligro para quien lo practica.

Sin embargo, en los enfoques orientados al producto, no se suelen tener en cuenta estas consideraciones y se presta más atención a la rentabilidad numérica de estas marcas, olvidando la importantísima, aunque intangible, rentabilidad emocional.

Siguiendo una estrategia de marcas basada en una correcta Orientación al Cliente, podremos satisfacer sus deseos, poniéndolos por delante los nuestros. Así será posible generar la conexión necesaria con el cliente para conseguir su fidelización y la conversión de nuestra propia marca en una Lovemark.

Y ese es un buen objetivo en el que merece la pena invertir.


No descuides la rentabilidad emocional de las lovemarks
por Celestino Martínez | http://www.puromarketing.com

Quizás ahora en el mundo del marketing ya no extraña a nadie oir hablar de experiencias, emociones o amor, pero esto no era, ni mucho menos, habitual en 2004, cuando Kevin Roberts escribió el clásico “Lovemarks, el futuro más allá de las marcas”.
En este libro, Roberts encontraba el “revolucionario” denominador común presente en las marcas más exitosas alrededor del mundo: el amor. A partir de él, creo un término que rápidamente fue adoptado por la vanguardia de los profesionales del marketing: “lovemark”.
Las “lovemarks” son aquellas marcas que consiguen una conexión emocional tan profunda con sus clientes y ocupan una parte de su vida tan importante, que éstos llegan a sentir auténtico amor por sus marcas favoritas.
Muchas de estas marcas llevan aparejadas experiencias de la niñez, sabores y olores que han acompañado a los clientes durante años. Son marcas que comparten la misma filosofía o la manera de entender la vida que el cliente. Algunas, incluso, forman parte de esa filosofía. Estas marcas consiguen así el nivel de fidelización máximo, que es, en palabras de Roberts: “lealtad más allá de la razón”.
Buen ejemplo de “lovemarks” podrían ser: Apple, Coca Cola, Harley Davidson, Camper, Desigual o Nespresso.

Leer más “Pasión por las marcas: El gran poder emocional de las lovemarks”

La figura del Community Manager es tan imprescindible como la del propio Gerente de una empresa

Si la reputación de una empresa en las redes sociales se pierde o si las críticas negativas no tienen una respuesta capaz de aportar soluciones y solucionar los conflictos, el gerente de una empresa comprobará con total indefensión e impotencia que no es posible afrontar tales problemas sin la figura de esta nueva generación de profesionales. Y no sólo eso. Las marcas ya no pueden permanecer inertes y pasivas ante los nuevos hábitos y tendencias de los consumidores. Están en la obligación de generar conversaciones y nuevas experiencias, establecer mejores relaciones y vínculos con sus fans y seguidores y aportar nuevos recursos de valor añadido en un entorno sofisticado donde el consumidor tiene prácticamente todo el poder en sus manos.

Gestionar todo estos procesos y recursos bajo el conocimiento exhaustivo de los mecanismos y características de los medios y redes sociales sólo puede recaer en la labor profesional de un auténtico Community Manager.


http://www.puromarketing.com

El Community Manager se ha convertido actualmente en uno de los profesionales más demandados por las empresas y marcas. Su perfil profesional sin duda responde a una necesidad real de la cual, las marcas no pueden evadirse o desentenderse. Si en tiempos de antaño fueron los comerciales y vendedores de calle los que mantenían un contacto o relación directa con los propios clientes, el Community Manager es ahora con toda seguridad el representante más influyente y relevante al frente de la comunicación digital con los propios consumidores.

 

Si bien han sido muchas las creencias erróneas sobre la verdadera figura del Community Manager, considerado por mucho como un auténtico hombre orquesta o profesional con mil y un oficios o profesiones, lo cierto es que para ser concretos, escuetos y contundentes podemos definir su verdadera función como la del máximo representante de una marca en los medios y redes sociales.

Leer más “La figura del Community Manager es tan imprescindible como la del propio Gerente de una empresa”