I lost all my phone contacts recently, which of course was a pity, but it led to an interesting discovery about privacy. Here’s my story.

I wanted to restore my smart phone to its original state – it started to work pretty slow after some time. The thing is that I simply forgot to copy my contact list backup. Shame on me.

But no use crying over spilled milk. I started installing some apps, configuring etc. and after a while I noticed that I have a few hundred contacts! How’s that? Android simply imported all my Facebook, Twitter, Google+, LinkedIn etc. contacts, merged them, and displayed on the contact list.

Since I didn’t want such a mess in my phone, I found and option that said something like Display only contacts with a phone number and… I still had tons of contacts displayed!

Ok, I admit it was less, but still quite a lot. As it turns out, lots of people enter their private or/and work phone numbers, their home addresses and other personal data. I always had doubts entering such data and saw no particular reason to do that. My friends simply have my phone number, and even if they don’t know my exact address (though they usually know how to get to my place ) – there’s no problem asking me anytime. So why would I leave such information on my social media profiles? “Because there’s a field to be filled” or “because I can” are not real reasons.

Now what you probably want to say is that there are privacy settings, right? I can allow such personal information to be displayed only for specific people or groups and no one else will see it. That’s true, but I think it’s rather saying “don’t worry too much” than solving the problem. First of all, we do hear about a bug or inconsistency from time to time – people simply find ways to outsmart those systems. I’m not sure whether one day someone won’t say “Hey, I know how to get someones data from Facebook, even if they don’t allow it. All you have to do is…”

Of course you may think I’m paranoid, the same way I think I’m reasonable not to put some of my information at risk if I simply don’t have to. But there’s actually one more thing about publishing such information. Privacy settings may even work great, people may actually configure all this and keep their addresses top secret. Still, it doesn’t always do the trick.

What I observe (and what worries me) is that it’s pretty easy to make people accept friend requests. “Hey, let’s connect on Facebook!”, “I’d like to add you to my professional network on LinkedIn” and so on – I’m not any kind of a popular person in the web, yet even I get such messages all the time. And people actually respond “sure, why not – that’s what social media are for”.

It’s very nice to make friends, chat, exchange thoughts etc. But it cannot be only “yeah, let’s do it!”, without any thinking whatsoever. Kevin Mitnick (and I’m sure you know the guy) claimed that he used mostly social engineering to get passwords. And this means people simply told him or allowed to easily get such information (for example, they were letting him into the office, where they had yellow notes with their passwords on monitors!).

What I’m saying is that privacy protection systems can be even designed and implemented well, but we are the weakest link. It difficult for most of us to find the right balance between socializing and being reasonable on the Internet. So far, so good – let’s just hope there’s no critical point to be reached here…

When the Patriots of New England take on the Giants of New York—a game that could be decided by kicking a oblong ball made of pigskin through a giant “H” for a most ripping victory—thousands of football fans will converge on Lucas Oil Field and the surrounding areas for Super Bowl XLVI. The vast majority of attendees are sure to use mobile devices to disclose various details of their fun during a full week of events. An unprepared city could experience a social media logjam, but the city of Indianapolis has taken all of this into consideration.

We all know about the importance of the commercials during this annual event. Advertisers who are able to pay the price for any multiple of 30 seconds in between the hard-hitting action gladly do so in order to communicate their messages to a captive audience of millions. Additionally, recent history has shown that viewers have used Facebook, Twitter, YouTube and different blogs to vote on, share and otherwise interact with these spots. As important as that is to these advertisers, this is not the only proof of social media’s importance today. When the Patriots of New England take on the Giants of New York—a game that could be decided by kicking a oblong ball made of pigskin through a giant “H” for a most ripping victory—the thousands fans will converge on the Lucas Oil Stadium” the most wired stadium in the country.

Social Media at Your Command

Since social media is the medium by which so many people communicate nowadays, a digital team will be monitoring the Super Bowl Week conversation via numerous platforms from the day after the Pro Bowl through Sunday, February 5^th. This team of strategists, analysts and other techies will also tweet directions to fans in search of parking, direct visitors to Indianapolis’s best attractions, and stand by to provide information in case of a disaster.

The digital marketing company, Raidious, will be in charge of handling all of this as well as measuring all of the analytics making a great study of how to prepare for and handle major events of like this as well as how many people have checked into the Super Bowl on Foursquare.

Can You Tweet Me Now?

Verizon has joined in on the fun reinforcing their own network from 3G to 4G LTE to WiFi by adding:

• 9 Antennas that are part of a Distributed Antenna System (DAS) outside the stadium to handle increased downtown traffic.
• 400 Antenna Internal DAS to handle 3G and 4G LTE voice and data inside the stadium.
• 600 Antenna WiFi system capable of handling 28,000 simultaneous connected users. Free for Super Bowl XLVI.
• 3 Cell on Wheels (COWs). Stand alone generator powered cell towers to handle the extremely high demand areas.

While these additions vastly help those lucky enough to watch the game live and in person, there could easily be a time when someone int the stands needs to chat with their friend at home about whether or not the previous play should be challenged as they both watch the television coverage up close and personal. #humblebrag

Why is This Important?

Believe it or not, it’s 2012 and somehow there are still people out there who don’t think social media is an important part of a marketing mix. Because the Super Bowl is one of, if not the most important day of the year to advertisers, paying attention to how customers receive information is imperative. The statistics collected here will determine how they reach out and touch those who they are trying to influence to buy. Plus, a few extra shares never hurt anybody.

SEO is one of the most effective methods for increasing visibility and  boosting traffic online. And with Google the being undisputed king of  the online search game, its ranking system is the one most publishers and marketers aim to please with their SEO efforts. However, many have found that keeping up with the company’s ever changing algorithm can be a full time job in and of itself.

If you’re among those who feel this way, brace yourself because the advent of the Google +1 button could lead to one of the biggest changes yet.

The +1 Button’s Potential Impact on Search Rankings

Since rolling out the +1 button in the spring of 2011, it was apparent  that Google had big plans for the feature that instantly drew comparisons to the Facebook Like button. What became clear was the search giant’s ambitions of using it as a measure of good content and ordering rankings in the results pages. According to a recent article published by technology news site Wired, it has now been confirmed that Google will indeed use the +1 button as a tool that helps it organize rankings and weed out search engine spam, a problem the company and its competitors have been fighting for some time.

In order to get an idea of where the Google +1 button stands in terms of importance, one must first understand how it works. Remember, this feature is quite similar to what Facebook has going on with its Like button, so the best way to describe it is a convenient method for giving a piece of content your stamp of approval, an endorsement if you will. Slowly but surely, the +1 button has been making its rounds throughout the web. In fact, you may have noticed it more often in the search results and on web pages alongside buttons from Facebook, Twitter, and other sites.

The Wired story featured quotes from a Google spokesperson, who states that the company will not only be studying +1 button clicks in regard to influencing rankings and the order of results, but also as a measure of overall quality. Judging from the spokesperson’s comments and what has already been speculated for months now, it is starting to look like webmasters may need to tally up a certain number of clicks if they want to enjoy a comfortable spot in the rankings. From this perspective, the +1 button could become one of the many crucial factors that help determine PageRank, which would make it extremely important for obvious reasons.

Another Step in the Evolution of Search

To be clear, Google is not doing away with its PageRank system. Instead, it appears to be using the +1 button to improve that system and the quality of the results it delivers to the searcher. Above all, it looks like another step in the evolution that has seen search become more personal and relevant right before our very eyes.

Preparing for 2012

Preparing for a new year is never easy no matter what line of work you’re in. In social media, it’s damn near impossible. Regardless of how much analysis of the previous year you complete or how strategies you put in place to start the year, things change… rapidly.

That all said, if you aren’t at least thinking about how you can improve or tweak your social strategy on a big picture basis, you’re already behind. Throw in Google’s announcement of their social search integration and you’re plain out of sight.

While they may be basic, here are some things you should be thinking about while you’re building your plan for the next month, 6 months, or even the whole year.

What is the connection between social and the bottom line?

Time and time again, we see businesses jump into social media with a bunch of buzz words at the helm of their strategy. They say that they’re doing social to converse with their customers, find new customers, have authentic engagement, etc. Those reasons aren’t wrong – they’re at the core of our values. That being said, business owners aren’t asking themselves how their efforts will connect to the bottom line.

We are far enough along in social media where the ROI is meaningful. We should never lessen the value relationships and authentic conversations, but we should be thinking about why we are spending the time and money and what the benefits will be in the end.

The line between social media to the bottom line may not be a straight one, but in the end, they should connect.

What networks actually matter and why?

I don’t need to be the one to tell you this but that said, the networks we use are evolving and all serve a different purpose. That also means that each network might not be important to your bottom line or message. This is where ROI is very important. It is important to evaluate each network separately and then determine whether it belongs in the mix of your social media strategy.

Where does social rank as a priority?

In my current position, I try to focus on social media as much as I can but in reality, social is often not the most important form of marketing for our goals (especially when you’re competing for Google ranking in “online mba programs“. That isn’t to say social doesn’t matter or isn’t a continuous part of our communications strategy. Instead, we have figured out what its importance is and how many resources should be dedicated.

Because we have evaluated its importance, we understand how to maximize our efficiency and what the most direct lines of success are within our overall marketing mix.

What is your voice?

Sometimes, being conversational and open isn’t the way to go for brands. Some brands need to be more authoritative or resourceful rather than being a friendly face. That doesn’t mean they don’t understand the nature of social that just means they understand what their public persona is and what is the best voice for their brand to possess. Find your voice and you’ll carve your place in the social atmosphere.

What defines success?

All of these questions lead into the final one. What defines success in your social strategy? This may be the most obvious question, yet it is the most important. If you don’t understand what you are working towards or what you will be evaluating at the end of your reporting period, it makes it extremely difficult to understand how to move forward.

Social is always evolving, but your overall goals shouldn’t waver past minor adjustments. They should stand firm from the beginning – otherwise your messaging and path will change to where your original goals are unrecognizable.

Everyone’s success in 2012 will look different from one another – it’s your job to understand what you are aiming to toast to in 2013.

As more of the world puts cameras on their “don’t need” list and starts taking all of their pictures and videos with their smartphones, the need for better tools to enhance the media and the experience grows. Photo-sharing apps come and go, but one is making a splash that is, for the first time in a long time, deserved.

Storie combines the ease and availability of the iPhone with the social sharing functions of Facebook to allow users to create relevant albums. It’s not just for images that we take, either; the app allows users to add images from the web to make their “stories” enhanced and engaging.

The embed feature is arguably the best part. People love to share images on Facebook, but the walled-garden there is challenging to share with the rest of the world, particularly for those who have their privacy setting set appropriately. When a topic or event are important enough to share on blogs, Tumblr, or other venues, Storie allows users to place them on their sites and increase exposure.

Here’s an example from the Storie homepage currently:

Sharing our lives is one of the greatest assets associated with social media. Through Storie, the telling of the “stories” makes a little more sense.

I know, it’s hard to tear yourself away from Twitter and Facebook.  It’s probably even harder for your friends and family, who are trying to respond to the many messages you’ve left them.  This holiday season, give them – and yourself – a break with an eBook that will give them a new perspective on their social media lives.

Check out these recommendations, compiled by www.free-eBooks.net:

1. 550 PR, Marketing & Social Media Tips by Cyndy Hoenig & Heather Lytle

If you’re using social media to grow your business, you’ll value this book.  Cyndy and Heather give you Twitter-sized bites of knowledge on how to mold your corporate profile and market your company in the most effective way possible.  Some of these tips will serve as reminders, while others may trigger some big changes.

2. How to Sell Social Media by David Bullock

There are still people out there who haven’t jumped on the social media bandwagon.  (These people clearly aren’t friends of yours, but stick with me here.)  This eBook explains why these outlets should be considered valid in the modern workplace, and it offers you solid tips on how to sell social media to clients.

3. How to Nail Social Media Without Fail by Jon Rognerud

Besides having an awesome title, Jon’s book shows you how to garner social media traffic with some weight behind it.  He’ll demonstrate how you get quality feedback on your site, as well as how to start a conversation with your community.  If you’re into case studies, there are several in these pages.

4. Twitter Wonder Tactics: Harness the Power of Twitter for Pure Profit by Grigore Turcanu

You love to blast your colleagues with 140 words’ worth of your thoughts on a daily basis (and I’m sure they love it, too).  This “social club” atmosphere actually makes it easier to socialize your way to making money.  Twitter’s user rate grows over 1000% per year; read this book to understand how you can use Twitter as a resource and not just as a forum for your thoughts on sheepherding.  (Although you can use it for that, too.)

5. Social Media Mastery by Mark Collier

For a taste of something different, check out Mark’s book, which includes exclusive interviews with three social media experts.  This volume also provides in-depth tutorials and helps you develop strategies to use Facebook and Twitter to brand yourself.

6. Social Media for Business by Warren Knight

Warren has worked with businesses like Disney and Nickelodeon to expand their social media marketing; he may know a little something about this arena.  He knows that not every strategy fits every business, and you should, too.  He’ll help you identify which methods will work best for your company, and how to implement them.

7. Mainstream Social Media by Jerry Holliday

It’s easy to think that since everyone’s on the mainstream social media sites, all of the marketing ideas have been exploited.  In reality, having so many people on these sites makes networking easier, and it allows you to present yourself in ways you never could before.  This eBook will help you put a new spin on your old social media brand.

8. Internet Marketing Strategies by Nicholas Ritchey

Nicholas’ mantra is to work smarter, not harder.  (Interesting, that’s my motto, too.  Great Nics think alike.)  This eBook is a practical guide on how to maximize your traffic while minimizing your exposure to scams.  It also gives you the straight story on the costs associated with making yourself a marketing success.

9. Social Media Marketing Secrets for Online Business by Jon Rognerud

(Yep, this is Jon’s second entry.  Just read one of his books already!)  This is a great read on how to focus your social media efforts so you can transition from having a scattershot approach to developing a cohesive brand.

10. Social Media Directions by Jay Deragon

Did you know that 96% of all online advertising fails to get attention from its audience?  Increase your chances of conversion by picking up tips on targeting your readers and meeting their needs.  Rather than using social media to deliver your message, use social media to interpret your clients’ expectations.

Reading one of these free eBooks over the holidays will give you great motivation going into the new year, and you’ll come back to your social media accounts refreshed. Even better, your friends will appreciate the new goals your gifts will help them set, both for their companies and for their personal brands.  (They’ll appreciate this just as much as they’ll appreciate the break from your Twitter battle with that sheepherder in Australia, I promise.)

It was a year where a ton (perhaps too much) attention was given to social media. While it’s relatively old in internet years, every day brings more people onto Twitter, Facebook, and apparently even Google+. 2011 proved to have some very excellent uses for social media from amplifying rage in Egypt to major IPOs in the tech industry (met with relatively little success, unfortunately).

For every good use of social media, there was the Anthony Wiener or Charlie Sheen making asses of themselves on it. Whether for cutting-edge innovations in information transmission or to simply laugh at the follies of morons, social media enjoyed another year of high-level interest from the population.

This infographic breaks down some of the big hits and misses, the bullseyes and the missed shots, that populated our Twitter feeds and made for excellent discussions on our Facebook walls. Click to enlarge.

Buzz has always been an important element when trying to launch a startup. The rise of social media from 2005-2008 became a great way for people to get their budding businesses attention. Then, something happened. Social media became TOO big in 2009 and the noise levels started drowning out the potential benefits of the buzz that was getting generated.

Jump ahead 2 years and social media shifted again, becoming an even more-valid venue to generate the buzz. As more people joined, the noise levels stayed about the same but the industry reached a tipping point where there was so much noise that some of it actually had a chance of standing out (if positioned properly). We’re not here to discuss the ebb and flow of social media noise over the years, but it’s important to understand, particularly for those who tried to use social media during the “dark years” of 2009 and 2010 to try to launch their startups.

In most cases, it simply didn’t work. Today, it has the opportunity to work yet again.

Unfortunately (or thankfully, depending on your point of view), it isn’t as easy as getting a lot of people to post about your concept on Facebook and Twitter. Things have become much more complicated. There are more options not only in the number of social media sites to use but also in the ways that individual social media sites can be used.

This infographic by our friends at Udemy breaks down how social media can be used by startups to get off the ground. Done right, it’s a wonderful thing. Done wrong, it’s worthless.

Click to enlarge.

Social networking began as a confusing mess for many growing companies. Since then, teams of web developers, internet service providers and engineers have simplified the experience through web apps, smart phone applications and user-friendly APIs.

Now the process of marketing your business through social media is easier than ever. This ease of use, however, has turned out to be a double-edged sword. With many one-touch solutions for creating social networking profiles, the web has become cluttered with a mess of business-related social media accounts blasting massive volumes of sporadic marketing messages.

This is a serious problem for any company with long-term social media marketing ambitions. Recent studies done by the Altimeter Group showed that companies with more than 1000 employees averaged over 39 Twitter accounts, 31 blogs and nearly 30 Facebook accounts or pages. What this equates to is patchy distribution of content and inconsistency in the image of a brand, resulting in mixed feelings from a business’s customers.

Consolidate Social Media Efforts

It is a common misconception that a company’s organizational architecture should be reflected in their social media campaign. That is, every department and every product will get its own Twitter and/or Facebook page, etc.

The sad realization is that a business’s web presence becomes separated into several, hard-to-follow, fragmented online communities. If your social media strategy is flooded with unnecessary accounts, you may eventually lose your captive audience. It is important to remember that nobody can manage several dozen pages simultaneously without exhausting unnecessary amounts of effort. As a result, many pages will become dormant, customer engagement will tank, and your online marketing strategy will suffer as a result. From a very practical viewpoint, some internet service providers may not be able support massive amounts of digital content.

Instead, your company’s online marketing campaign should implement a strict social media policy, one that outlines exactly what warrants the creation of a new social media page. You should also consider the amount and types of resources required to operate and maintain each social media account. If you’re able to minimize your social media strategy in terms of shear account volume, the costs of managing these accounts will go down, and your efforts will be more effective in the long-run.

Linking and Liking

Every social media campaign needs to identify a clear link and interaction structure. Effective link structure lets you clearly establish and assign significance of each individual social media account.

It’s important to do this as quickly and as efficiently as possible. This lets you map out a plan to gauge how you can best serve each micro-community associated with each social media account.

This also opens the door to assigning value to content as it relates to other pages. As you set this plan in motion, you can then re-purpose content across your multiple social media pages (text, video, infographics and tweets). As the social web becomes more cluttered with useless content, the practice of implementing good link structure technique will be social media’s saving grace.

Plan Before You Post

Finally, after consolidating all necessary social media accounts and putting a solid structure into place for linking and liking, it’s time to plan content. Many companies believe that just like in advertising, sheer volume equals success. The problem with publishing lots of content constantly, is that at some point, audiences will get sick of you.

Carefully planning content publishing initiatives is the best way to keep from burning out an audience and maintaining appeal. Many companies setup an editorial calendar, not unlike what magazines, newspapers and trade publications use. Simple, scheduled, and consistent messages will always reflect a business better than sheer volume. How does your social media campaign reflect your business?

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Note: Photos courtesy of smemon and thecampbells via FlickR Creative Commons.