The metaphor of a sonnet works best for me to describe my vision for posts on Handshake 2.0.
A sonnet is a poem, not prose. It’s 14 lines, not 13 or 15. It has a prescribed rhyme scheme. A writer can choose the rhyme pattern preferred by Shakespeare or Petrarch or Spenser or others, but not his or her own. It opens, the plot thickens, then it resolves.
If a piece doesn’t follow a sonnet’s prescribed structure, it may be a sensational literary breakthrough, but it’s not a sonnet.
A blog post for Handshake 2.0 is like a sonnet. If it doesn’t follow the prescribed structure, it may be a creative masterpiece, but it’s not a Handshake 2.0 blog post.
A Handshake 2.0 blog post is about business. It’s about 300 words. It opens, the plot thickens, then it resolves. It has 3 to 5 links to current, top level sources to support the points it makes. It’s consciously crafted with greater principles expressed using specific examples. Underpinning its creation are the dictums of Williams - “No ideas but in things,” and Zinsser - “Is every word doing new work?”
To the extent that it’s humanly possible, in terms of grammar, spelling, typography, and coding, it is error-free. Its diction, its word choice, is professional. It is not directive, i.e. it is not "you should" in tone. It contains no sexual, scatological, drug or alcohol references or slang. It contains no ethnic or racial slurs, profanity, obscenity, or swearing or cursing. With regard to religion or spirituality, it is non-denominational. With regard to politics, it is non-partisan. It includes an image or video that symbolizes its content or deepens its expression. It aspires to art.
What’s the point of a Handshake 2.0 blog post? The same as that of a sonnet: To share a truth in the form of a story that informs, enlightens, even inspires, with craft, art, and beauty.
Beauty is truth, truth beauty, - that is all Ye know on earth, and all ye need to know.
Posted by Catherine Fong at 7:00 AM on August 31, 2009:
Handshake 2.0 asked me, "What content should go on a company's Facebook page?"
While I don't have my own company or my own company Facebook page, I'm a business major at Virginia Tech, I'm active on Facebook, and visit the Facebook pages of companies regularly. Based on this experience, here are my suggestions about content for Facebook pages for business:
Pictures, videos, logos Pictures and videos are by far the best features to add. Not only do they bring life to a company's page, when displayed on "The Wall" - Facebook's update feature - they instantly and quickly draw attention. Furthermore, they allow consumers to instantly connect with the company. A great example is the Starbucks Facebook page which shows its humanitarian efforts. The vivid images make consumers connect with Starbucks projects.
When photos are posted on Facebook pages, people in the picture can be identified, or "tagged," and sent an email informing them they have been tagged. This brings them to the page, and is a great way to keep them connected. My rule of thumb is that whenever I post anything on Facebook, I always add a picture.
New developments or reports that will interest clients or potential clients Consumers want to know what your company is up to. That's why they're visiting a company page and the company's job is to keep them entertained. Keep the announcements short and have headlines that will attract readers. If they’re interested, they then have the option to read on. One of the biggest mistakes companies make is flooding their pages with so many words that they actually deter people from reading them.
Discussions Customers want to be able to interact with the company. Instead of only a window, they want a door open where interaction can take place. Companies are encouraged to push to make sure that consumers have an opportunity to either post on the wall or a discussion board. By engaging consumers, companies not only receive feedback but also get free advertising. Whenever someone posts on a company's Facebook page, many of their friends can see the comments and that increases brand awareness.
Events and coupons These show that the company is connecting with consumers and, best of all, it's exciting! Ben & Jerry's announces events such as "Free ice cream day" on their Facebook page and many companies have coupons that can be printed from Facebook. Upon receiving an invitation to an event on a company's Facebook page, the consumer is notified by e-mail and many will return to the site. This is a great way to keep consumers constantly visiting the site.
Testimonials and background People want to feel safe with a new company and want to know its background. Testimonials can really place a consumer's mind at ease and if it’s from someone they know, that’s even better.
Hopefully these suggestions will help your clients and customers feel interested, excited, and eager to do business with you when they visit your company's Facebook page.
Posted by Jessica Forrester at 6:00 AM on August 31, 2009:
Smart branding extends a consistent personality to everything the brand touches. Benefits to emphasize are carefully chosen and extended to everything from the colors, fonts, and logos used, to the events sponsored, to what the CEO says in an interview. It is absolutely essential that every brand have an Internet presence that fits its brand.
Red Bull, for example, markets to young, risk-taking audiences seeking tons of energy. They emphasize a dangerous image for their highly caffeinated, nuclear-neon drink by well-chosen sponsorships: late-night parties, b-boy competitions, extreme sports events, athletes, and music artists (like a client of mine- Bassnectar), all in cohesion with their daring and energetic brand. Red Bull’s website opens with a video of extreme mountain bikers crashing.
"I don't know how many bones I've broken," one biker reports. "I think it's about 25."
Red Bull makes the most of sponsorships by documenting events and stamping their logo everywhere. The two bulls are on banners above DJ tents, on the floor at the b-boy competition, on the ramps in BMX competitions, and on athletes’ and artists’ clothing. A search for "redbull" on YouTube returned about 130,000 videos, and Red Bull’s Twitter page boasts over 15,000 followers. Red Bull on Twitter replies to other Twitter users, posts about their athletes, and shows personality.
Other well-branded websites:
Dove hit a home run with its Campaign for Real Beauty. This popular video spread virally on the internet. I was surprised to learn that it was never a television ad, as I've seen it many times.
Murphy-Goode’s recent contest extended friendliness and a sense of humor while creating tons of buzz about its brand, and the winner now provides additional content, personality, and buzz.
Dr. Jane Machin, one of my favorite professors at Virginia Tech, liked to ask us what kind of shoes a brand would wear. This wisdom invites companies to be sure their brands wear the same shoes in the office, downtown, and online.
With the Indian economy blooming in the last few years, diverse opportunities, lucrative careers and a comprehensive market are awaiting U.S companies who can find a strong foothold here.
As India is globalizing and making its enterprising presence felt in the global arena, its requirements for the best services and quality products in major fields like health, infrastructure, and transport are constantly on the rise. Under such promising circumstances, doing business in India can be truly profitable. However, the following are recommended for prospective partnerships:
Understand cultural differences. Unlike the Western Culture, the Indian culture is defined by various beliefs which form the foundation of successful business partnerships. One has to understand and respect the Indian dogmas and traditions and adapt to them to make a business successful. For example, never shake hands with an Indian woman until she herself does so, since that may be considered rude. Certain business rules maybe applicable in the West but are simply unheard of in India!
Promote personal interaction. Organising personal meetings instead of telecommunication is extremely important as most Indian businesses believe in creating long-term personal relationships. They often think from the heart instead of only in terms of monetary gains.
Target the local level. It is recommended for the U.S companies to target India at the local level. India being so large and diversified, the local market can be tapped initially before expanding into the major metropolitan areas. Employing many agents in multiple cities will help giving important information for the business to hatch and spread its wings.
With the accelerating economic growth of India, the next few years can see a potential market which will make India a most sought-after nation. Simply, acceptance and adaptation are the keys to doing successful business in India.
Posted by Jessica Forrester at 2:26 PM on August 28, 2009:
Two weeks ago, I ordered thoroughly indulgent gourmet vinegar: Cavedoni Botte Piccola Italian Balsamic. The normally $56 bottle was selling for $39.99 on Woot.com. At first I resisted temptation, but after reading the enthusiastic discussion on the forums, I gave in. I am one of many who daily submit to the site's brilliant business model.
Woot purchases a single item in bulk and offers that item at a large discount until it runs out. Cialdini discussed this "weapon of influence": scarcity. We do not like when any choice, including the choice to buy, is taken away. Thus, we are more likely to buy something we know will disappear, just because we still have the opportunity to do so.
Woot earns consumer trust using forums where customers discuss each offer. Buyers give honest and often critical opinions, increasing confidence in the system. Wine.woot even has a Labrat program in which buyers are rush-delivered an extra bottle of wine for free in exchange for giving their opinion of the wine before the offer ends.
My vinegar arrived! After marveling over the fancy packaging and fiddling with the cork-nozzle contraption, I served myself a single scoop of homemade vanilla ice cream and drizzled the balsamic over it. I slid a tiny bite into my mouth. I was at once thankful I hadn't wasted my meager funds on an unworthy subject and overwhelmingly happy at the sensations going on in my mouth and brain.
Posted by Anne Giles Clelland at 6:34 AM on August 27, 2009:
Dear Sam English,
You have generously posted comments on Handshake 2.0 since its inception one year ago. For longer than that, you have posted comments on Inside VT KnowledgeWorks.
Your comments are consistently thoughtful, informed, pointed but fair, and ultimately supportive.
I've met you in person maybe three times and we've spoken only briefly. You kindly gave Stuart Mease an interview for Connecting People in the RNR. You seem to have a deep interest in thinking, in ideas, in regional economic development. And you seem to have a philosophy or a context in which you're commenting on what's going on, at least as conveyed on H20 and IVTKW.
First, I only keep up with a few blogs and Handshake 2.0 is on the top of my list.
You have asked me a challenging question.
Of course that question simultaneously hits on many levels - I’ll avoid the philosophical/metaphysical discussion (for now) and introduce myself instead.
After conducting research and visiting several cities, we chose Roanoke, Virginia. It was a great decision and we treasure our new community. Since then, I’ve been professionally active in business endeavors which, if you're interested, you can read about on CIE Partners.
While those items provide part of the “who I am” story, there are other parts that might be helpful...
Several beliefs:
I believe that entrepreneurs and small businesses play a critical (and often overlooked) role in our region.
I believe that the benefits of the region (Roanoke & New River Valleys specifically) working more closely together are numerous and will have far-reaching positive impacts.
I believe that we, as a community, need to learn from the lessons of others so that we collectively learn and grow (e.g. New Century Council).
My volunteer efforts might also give you some insights into "who I am." At the moment these include:
Inspires the next generation of scientists and engineers
Serves the entire region (RNR and then some)
Puts into practice its mission. For example, a recent program, Women in Science, featured free admission to meet local women scientists and a NASA astronaut.
NewVa Corridor Technology Council. I’ve been actively involved since 2001 in this professional network that ties the technology business community together.
Southwest Virginia Science Forum. An annual event - scheduled for October 13, 2009 this year - the Forum brings together the region’s scientists from academia and industry to learn about local life science research. It’s a wonderfully collaborative group with everyone pitching in to make it successful. Here’s the link for last year’s event.
Roanoke College Innovation Challenge. I just finished working with some very creative and talented business students from across the country selected to participate in this innovative summer program at Roanoke College.
These volunteer efforts coupled with my entrepreneurial pursuits might seem overwhelming, but the key is to make sure that there is synergy among all things. To paraphrase Thoreau, it is easy to be busy, but what are we to be busy about? For me, it’s about being deliberate in what I do and how I connect the dots to build and add value. I focus on areas in which I am passionate and can make an impact. My passion is advancing technologies, businesses, and the region.
The best motivational speech I've heard is by Jim Valvano.
I hope that answers your question and thank you for asking it.
Posted by Eclipse Winery at 6:32 AM on August 27, 2009:
Connecting you through wine
The business culture is marinated in the mantra: "It's just business, nothing personal." But in some cultures, business is much more personal. In fact, many small businesses are family owned and operated both in the U.S. and abroad.
The wine industry is a stellar example. The Seebrich RieslingSpatlese 2006 is an award-winning wine produced by the Seebrich family vineyard in the Neirstein region of Germany. This dry Reisling has a natural sweetness that pairs well with fruit or seafood.
In an age of technology, business can be personal again.
The Guides define both endorsements and testimonials broadly to mean any advertising message that consumers are likely to believe reflects the opinions, beliefs, findings, or experience of a party other than the sponsoring advertiser. 16 C.F.R. §§ 255.0(a) and (b). The Guides state that endorsements must reflect the honest opinions, findings, beliefs, or experience of the endorser. 16 C.F.R. § 255.1(a). Furthermore, endorsements may not contain any representations that would be deceptive, or could not be substantiated, if made directly by the advertiser. Id.
Jeff Byskal, writing for Consumer Reports - considered the bastion of objective product reviews, primarily because it accepts no advertising, pays for the products it reviews, and doesn't accept free samples - summarizes what the FTC wants in Is that blogger review really a paid ad? The FTC wants you to know.: "The honest opinions or experiences of the blogger/endorser, no false or unsubstantiated statements, and disclosure - by the blogger - that he or she is being paid."
Ah, good. That means that I can trust that the blogs I read are written by real people sharing their real experiences. If they're paid or rewarded in any way to write about their experiences, they'll say so.
Good. That's Handshake 2.0's policy, too. In fact, we intend to exceed, not just meet, expectations generated by the FTC's Guides revisions.
Anne Giles Clelland, President, has editorial power and discretion over posts and produced content on all blogs and social media channels owned by Handshake Media, Incorporated, including Handshake 2.0. If content does not meet her criteria for quality, integrity, and taste, she will not post it. If she becomes aware that a post includes mistakes, she will correct them.
Blog posts are not ghostwritten, i.e. written by one person with authorship attributed to another person.
The author of the post is identified in the post.
Posts written by guest bloggers writing on behalf of their own companies, products, or services, or on behalf of others, are identified as such in the post.
If the post is written for a client, that relationship is stated in the post.
The author of the post has full discretion to share his or her full experience.
If the author of the post has a relationship, whether personal or financial, to the person, company, product, or service he or she has written about - or has linked to - that has been stated in the post.
Handshake Media, Incorporated, a digital public relations firm, is the parent company of Handshake 2.0. As social media consultants to our clients, we treasure the genuineness of social media, practice it our own social media postings, and foster it in our clients.
We do not pose as our clients, nor do we post our words, images, or videos as those of our clients.
In other words, I tweet as myself, no one tweets for me, and I don't tweet as my clients.
