Social Media Works to Resurrect Static, Legacy Sites from Internet Obscurity

When people type search terms into search engines, 68% click a search result within the first page of results (iProspect).  That means for 32% of search engine users, results on other pages essentially don't exist.

Google is the top of the top 5 search engines and receives several hundred million search queries each day.

First page matters.  Especially with Google.

For high placement in organic Google search results for single words describing a company's product or service, competition is stiff.  However, to still achieve business results, related terms or phrases will do.

Appearing on the first page of search results for "widget" would be ideal.  "Widget parts" will do.  A person in search of the products or services a company offers can still find them.  And as Brian Clark points out, that's what search engines are for: "quality search results for people."

At the end of our post, A Google Real-Time Search Story – LeBron James Had a Parotidectomy, Too, we highlighted its purpose:  To use social media to bring traffic to a static, legacy, hard-to-find site of high value.  The site was created in 2003 and last updated in 2008: Poked and Parotid – Journal of My Parotid Tumor

We were going for first page results for "parotidectomy." "Parotidectomy scar" would do.

(We very much appreciate Andy Little for allowing us to use his site for this example. No pun intended, but no company had to lose face by us using its party-like-its-1999 site instead.)

A Google Real-Time Search Story was posted on February 11, 2010, 5:30 AM EST. 

A Google search using the term "parotidectomy" shows a link to our post is not on the first page of results, nor is the site we value.  We perused the next two pages since, according to iProspect, "92% of search engine users click a result within the first three pages of search results." Nada.


One blog post, publicized through Twitter and Facebook, didn't crack the nut of first page search results for our top desired term.

For "parotidectomy scar," the site we value is not in the results on page one, two or three.  Our post – which links to the valued site – was at the top of page two on February 14, 2010, 7:00 AM EST.

Google search results for "parotidectomy scar"

  • People who want to know what parotid surgery is really like and how bad – or good – that paroditectomy scar will be, will have an easier time finding the site we found provides the best answers to those questions.  "Widget parts," rather than "widgets," will do.
  • We would need to write a 10-page white paper on the SEO heart, mind and knowledge that went into creating the first post, and another one on the social media strategy that went into sharing it.
  • That said, companies who use search engines for business results are vendors to Google.  We can spread our peddler's cloths arranged with SEO ware we consider of high value – web site, blog post, Twitter tweet – but Google chooses based on what it values. And according to Google, that's this:  "The perfect search engine," says [Google] co-founder Larry Page, "would understand exactly what you mean and give back exactly what you want."
  • Google offers an overview of how it determines value.  Google doesn't say, "If you do this, you will be on page one."
  • Google asks of us:  "Create a useful, information-rich site…  Make pages primarily for users, not for search engines."
  • High-quality social media, used even minimally and briefly, can help resurrect a static, legacy, hard-to-find site from Internet obscurity.


Without Andy Little's initiative to write a blog in 2003, and his permission in 2010 to use his site for a case study, this demonstration of how individuals, organizations, and companies can use social media to share their information, ideas, expertise - even kindness – with the world would not have been possible.  Both professionaly and personally, I extend to him my heartfelt thanks.

We’re a Company on a Mission and We’re Doing What It Takes – Twitter Lists Included

"The mission of a manufacturer is to overcome poverty by producing an abundant supply of goods… The mission of a manufacturer is to create material abundance by providing goods as plentiful and inexpensive as tap water. This is how we can banish poverty, bring happiness to people's lives and make this world into a paradise."

– Matsushita Konosuke announcing in 1932 a 250-year plan to implement his vision for the company that would become Panasonic

According to eMarketer, "Marketers must connect business goals to social media objectives."

What would Matsushita Konosuke's social media objectives and strategy have been given his business goals?

A company with a vision may need a Twitter List In Making the List – Branding on Twitter, Z. Kelly Queijo quotes Ryan Paugh, Co-Founder and Director of Community, Brazen Careerist, Inc.:  “Twitter Lists are a great way to bring like-minded people together. If a brand wants to create a community around their product then a Twitter List is a great way to help make that happen.”

We're a company on a mission. We've got business goals, a brand and a product, and a vision for community. If a Twitter List can make things happen – our #1 social media objective - then we're making Twitter Lists. 

Handshake 2.0 isn't exactly a product, but it's an enterprise of Handshake Media, Incorporated, part of whose vision is the creation of affluent communities through regional economic development.  Our current contribution to that development is social media public relations and marketing initiatives.  We've specified how we think a regional social media economic deveopment initiative would look and work.

We've got a pretty simple logic to our vision.  The better companies do and the better individuals in those companies do, the more people they can hire.  Handshake 2.0 showcases companies, and people in companies, to help them do very well.

We've started "collecting" the like-minded – the corporate leadership – in our region in Twitter Lists.  We're tossing our stone into the tap water pool beginning in Blacksburg, Virginia and the surrounding New River Valley of Virginia.  The "where" doesn't matter, however. Any region, industry, organization or collaborative could do the same or for other purposes. Let the ripples begin!

Our Twitter List logic is simple, too.  People do business with people they know.  Our Handshake 2.0 Twitter Lists introduce the members of the corporate leadership on Twitter in one locale to each other.  The existence of the List is an opportunity to introduce this leadership to others on Twitter.  We know each other a bit better than before. 

Let's do business.

Let's work on that mission.

Handshake 2.0's Twitter List of Company Founders

Handshake 2.0's Twitter List of Business, Company, and Corporate Executives

Are you on our lists?  If you're not, please let us know to add you!  Please DM us at Handshake 2.0 on Twitter.


Graphic: Z. Kelly Queijo

Want to Be Known in Virginia in 2012?

"By 2012, more than 145 million people – or 67% of the US Internet population – will be reading blogs at least once per month."

– eMarketer, The Blogosphere: A Mass Movement from Grass Roots

Now might be a good time to get on Handshake 2.0.

Time to Renegotiate Everything

From Bob Brudzinski, Change Up Management, Inc.:

Bob Brudzinski, Change Up Management, Inc. Small business consultant Bill Bartmann stated recently in the Wall Street Journal, "Most of us grew up knowing that once you agree to something, you don't back out of it."  He continued, "That rule doesn't apply anymore."

If you're a small business owner, your suppliers were rarely concerned about raising their prices to you, often unannounced, to improve their financial performance. Now it's your turn. They really need to keep your business. So, for once, you have the leverage.
Work with your suppliers and look for ways to reduce product or service costs, improve payment terms, reduce order quantities and minimums, and reduce shipping costs.

Now is the time to consider consolidating suppliers. Then, you can offer one supplier additional volume and move your company higher on their customer priority list. In exchange, you can get price or terms concessions.

Look at your facility rent. In these economic times, newer, larger and nicer facilities are coming on the market, because they lost their clients. These facilities may now come on the market with more competitive rental rates that may be as good as or better than what you’re currently paying.  Likewise, you may be able to renegotiate your rent with your current landlord to prevent you from moving elsewhere.

Finally, get new pricing/quotes on your health insurance, telephone service, Internet hosting, marketing programs, office supplies, and everything else you buy in some meaningful quantity. An ad agency client, who already runs a tight ship, was able to find $18,000 savings just by renegotiating. 


Change Up Management, Inc., located in Roanoke, Virginia, helps business owners, one-on-one, by providing practical advice and support that leads to lasting change, improvement, and long-term success.  President and Owner, Bob Brudzinski, has worked with hundreds of business owners, customers, lenders, suppliers, and employees through the economy’s periodic ups and downs.  He is an accredited Institute for Independent Business, IIB, associate. 

Aneesh Chopra – The Next Millionaire From Our Rural Communities

From Z. Kelly Queijo:

On April 18, 2009, President Obama announced the appointment of Aneesh Chopra as the first federal Chief Technology Officer. Chopra currently holds the position of Secretary of Technology for the state of Virginia.

According to Kevin Hall, Director of Communications for U.S. Senator Mark R. Warner, Virginia is the first in the nation to establish a chief of technology at the state level. Former Governor Jim Gilmore created this cabinet-level position in 1998.

The headline for the Wall Street Journal's article on this topic reads “Tech Industry Cheers as Obama Taps Aneesh Chopra for CTO.”

Cory Donovan, Executive Director for the NewVa Corridor Technology Council (NCTC), is also cheering. “Aneesh Chopra has helped position Virginia as a leader in the technology economy and is a friend of the NCTC. Secretary Chopra is aware of the budding technology community in the NewVa region, the innovative companies we have here, and what those firms will contribute to pulling our economy out of this recession.”

Chopra has attended several NCTC events and is host to COVITS (the Commonwealth of Virginia’s Innovative Technology Symposium) annual technology summit. He is also responsible for the launch of Virginia's Productivity Investment Fund, a funding program designed to encourage development of innovative programs that result in cost-savings and improvements in efficiency that could potentially benefit the Commonwealth.

In an earlier interview for Handshake 2.0, Chopra stated “We're very confident that now that we are connected through a much more robust broadband infrastructure, entrepreneurs anywhere in Virginia can build a Facebook application. We might have the next millionaire coming from our rural communities…” 

“It's hard not to be excited about Chopra's appointment,” says Donovan. “His appointment by President Obama will help improve the link between Washington and the NewVa region to the benefit of both the region and our nation.”

For more information, read the Joint Statement by Governor Kaine, Senator Warner on Appointment of Aneesh Chopra as Nation's First Chief Technology Officer.


Z. Kelly Queijo writes about business and technology, people and their passions.  She is a frequent contributor to Handshake 2.0.  You can follow her on Twitter, @zkellyq.

STEAM – Science, Technology, Engineering, Arts, Mathematics

At the reception in Roanoke, Virginia where United States Senator Mark Warner acknowledged the nominees for this year's NewVa Corridor Technology Council, NCTC, we met nominee Georgette Yakman, a Technology Education Teacher at Pulaski County High School, Virginia.

Also an Integrative STEM Education (Integrative Science, Technology, Engineering, and Math Education) Ph.D candidate at Virginia Tech, Yakman has devised STΣ@M, A Framework for Teaching Across the Disciplines. STΣ@M = Science & Technology interpreted through Engineering & the Arts, all based in Mathematical Elements.

Georgette Yakman was kind enough to provide this image of her framework for Handshake 2.0.

ST@ΣM, A Framework for Teaching Across the Disciplines. ST@ΣM = Science & Technology interpreted through Engineering & the Arts, all based in Mathematical Elements.

Georgette Yakman also sent her paper What Is the Point of STEAM? (.pdf).

Handshake 2.0 sends congratulationsn to all the nominees

The awards will be presented at the TechNite Awards Banquet on May 21, 2009 at The Hotel Roanoke & Conference Center.  Reservations must be made by May 1.  Over 300 of the area's business and technology leaders are expected to be present.

Added 8/25/10:  Georgett Yakman has launched a new site:  STEAM: A Framework for Teaching Across the Disciplines

Connecting People in the RNR – 81 Reasons to Connect

Handshake 2.0 brings you edition #22 of Connecting People in the RNR with Stuart Mease.

Stuart Mease describes 81 Reasons to Connect, an initative of the Roanoke Creative Connectors. Currently, the initiative has begun as a group on Facebook.  If you're a member of Facebook, login, search for "81 Reasons to Connect," and you'll find the group. 

From the Facebook group description:

"81 REASONS TO CONNECT – is a private sector initiative to raise awareness and advocate for the economic and social benefits that will result from a truly 'unified' New River Valley (NRV) and Roanoke Region."

Here's a press release on the Creative Communities Four Initiatives.

To learn more about the Roanoke Creative Community Leadership Project in Virginia, feel free to review the list of Creative Connectors, the press release (.pdf), more on the program from Virginia Tech, a post from Creative Connector Mike Dame, the site, Roanoke, Virginia's Creative Communities Leadership, this article from the Roanoke Times, and to follow the program on Twitter @roanokecreative.


"RNR" refers to the Roanoke Valley and the New River Valley of Virginia.

Stuart Mease writes the blog Connecting People.  On Stuart Mease's about page, you can find myriad ways to connect with him online and in person.  You can find out more about Stuart Mease on Handshake 2.0.

Connecting People in the RNR
a video show by Stuart Mease

for Handshake 2.0


The opinions expressed by Stuart Mease or of those he interviews are solely their own and are not necessarily shared by Handshake 2.0 or its clients, sponsors, or advertisers.

TechNite Award Nominees Acknowledged by Senator Mark Warner

At a reception today, April 15, 2009, in Roanoke, Virginia, United States Senator Mark Warner acknowledged the nominees for this year's NewVa Corridor Technology Council, NCTC, TechNite Awards.  Here's the press release from the NCTC and two faraway photos from the event.

The awards will be presented at the TechNite Awards Banquet on May 21, 2009 at The Hotel Roanoke & Conference Center.  Reservations must be made by May 1.  Over 300 of the area's business and technology leaders are expected to be present. 

Nominations closed on March 31, 2009.

Here are the categories and criteria for the 2009 NCTC TechNite Awards and the category nominees.

Rising Star
This award recognizes a local technology company whose "star is rising."  It may not be a household name yet, but it could soon be another local success story in the NewVA region.

Aegisound/Adaptive Technologies
Design Marketing/Performance Link
Inorganic Ventures
Prime Photonics

Entrepreneurs are a different breed. Sometimes it takes nerves of steel to blaze a new path. This award recognizes someone in our community who exemplifies what it means to be a risk-taker in the technology field.

Kevin Bloomfield, NetVentures
Anne Giles Clelland, Handshake 2.0
M. Tyson Daniel, Esq., LimbGear
Jonathan Hagmaier, Interactive Achievement
James Rancourt, Polymer Solutions
Dan Sable, VPT
Tracy Wilkins, TechLab

NewVa Leadership Award
This award recognizes one of our own who not only succeeds in the workplace, but also leads by example by contributing significantly to the community in which we live.

Stanley Breakell, Breakell
Bev Fitzpatrick, Virginia Museum of Transportation
Jim Flowers, VT KnowledgeWorks
Stuart Mease, City of Roanoke
Andre A. Muelenaer, Jr., M.D., Carilion
Dan Smith, Valley Business FRONT
Neil Wilkin, Optical Cable Corporation

This award recognizes an individual, a group of individuals, company, or other organization that sets the standard for thought leadership and innovation in their respective fields. By definition, they are doing something new or different, and they are doing it well. Their innovation represents a significant technological breakthrough or addresses a great market opportunity or both.

CMR Institute
Interface AdvantageSystems
Moog Components Group
Pixel Optics
TORC Technologies
Wireless Medcare

This award recognizes a K-12 educator in the NewVA region that promotes math, science and/or use of technology in creative ways to transfer knowledge and help develop future technology leaders.

Molly Bullington, Burton Center for Arts and Technology 
Michael Collver, Montgomery County Public Schools 
Dr. Kurt Grosshans, Montgomery County Public Schools
Rebecca Hertling, Montgomery County Public Schools
Cathy Huffman, The Gereau Center for Applied Technology & Career Exploration 
Nancy McCrickard, Science Museum of Western Virginia 
Stuart Rawlings, Cave Spring Middle School 
Kim Williams, Roanoke City Public Schools
Georgette Yakman, Pulaski County High School

Modea Welcomes Mansi Trivedi

From Z. Kelly Queijo:

For Mansi Trivedi, finding a new job was as easy as 2.0.

Mansi Trivedi, associate planner and account executive at Modea A self-proclaimed “Facebook semi-addict,” Trivedi discovered Modea, a digital services agency located in Blacksburg, Virginia, through a Virginia Commonwealth University (VCU) alumni group on Facebook. Intrigued by the company's work and clientèle, she contacted Modea and, on April 3, 2009,  became an official associate planner and account executive for the company.

“That's the beauty of Social Media/Web 2.0,” says Trivedi.  You don't only live in a physical zip code; we all travel longitudes of distances every day.”

A native of India, Trivedi's trek from Bombay to Blacksburg included several moves along the way.  After earning her B.A. in mass media/advertising from the University of Mumbai and a master's degree in communication strategy from the VCU Brandcenter in Richmond, Virginia, her work took her to Michigan, New Jersey and, until just recently, New York.

Along the way, her passion for writing and design led her to create many innovative blogs:

2009 in pages:

Everyday observations:

The idea of being displaced, a collective storytelling experiment:

I'm a design geek:

Mansi Trivedi is also on Twitter:  @media_reveries.

“I would like to think that what I did outside of work did play a big role in helping me find a home at Modea,” she says.

She also attributes to VCU's graduate program help in shaping her growth as a writer and designer. “The VCU Brandcenter truly influenced me in what I am today. The school had a huge effect on me in terms of challenging the easy answers and not making just ads. That's the thing about advertising.  We need to embrace the idea of  'new' and immerse ourselves in popular culture to be able to develop communications that connect well with consumers.”

Before her move from New York, Trivedi wrote about what it was like to stand very still on a sidewalk in Soho and take in all the motion of the city for just one moment, sharing with her readers a small slice of  life in the Big Apple.  She wrote about being real with Modea for Advertising Age

I've warned Mansi that, except on home-football game weekends, the pace here in Blacksburg is a bit slower than city life and comes with a lot less glam and fewer limos. She's okay with it and says she's looking forward to being able to “wrap my head around the town and get to know the Blacksburgers and Hokies!”


Z. Kelly Queijo writes about business and technology, people and their passions.  She is a frequent contributor to Handshake 2.0.  You can follow her on Twitter, @zkellyq.

New River Valley Golf: Radford University’s Megan Leineweber

From Neil Sagebiel:

Megan Leineweber loves golf.

Megan Leineweber plays golf for Radford University The Radford University junior and business management major plays for the Highlanders on the women’s golf team. She recently shared her passion for the game with Handshake 2.0.

Q: How did golf hook you?

Megan: When I started playing in Pinehurst, softball was still my first love and golf was just something I did on the weekends. But once I started playing competitively, I really got hooked.

Q: How did you choose Radford University?

Megan: When I first started looking at schools, Radford actually didn’t have any scholarship money to offer me. But right before I committed to a school in South Carolina, the coach at Radford sent me an e-mail saying some scholarship money had been freed up. So my family and I went down to visit and it just felt right, and the rest is history.
Q: How is the golf team doing?

Megan: This past fall was the best performance the women’s golf program has had since I’ve been here. The spring so far hasn’t been as good, but in our last two tournaments we finished sixth and third, which is a good sign with our conference tournament less than a week away.

Q: What is your home course and where else do you like to play golf in the New River Valley?

Megan: When I’m home at Salisbury, Maryland, I worked and played at a semi-private golf club called Green Hill Yacht & Country Club. But in the New River Valley I usually play at Draper Valley Golf Club or Pulaski Country Club.
Q: How do you prepare for a new golf season?

Megan: Once the school year ends, I’m really able to work on my game. During the summer, I work on things that were weak during the season and, generally, that has been my short game. I also play in numerous USGA events like the U.S. Women’s Open qualifier and Women’s Amateur qualifier.
Q: What are the strengths and weaknesses of your golf game?

Megan: The strengths of my game would be my ball striking and my ability to grind it out on the golf course when things just aren’t going my way. My weaknesses are my up and downs and my putting.

Q: What is it like competing at the collegiate level?

Megan: Competing at the collegiate level is a lot of fun but is also very competitive. I’m a very competitive person so I love every minute of playing in a tournament.

Q: Why do you want to pursue a career in golf?

Megan: I want to pursue a career in golf because, as corny as it sounds, I just feel like it’s what I’m meant to do. It really is my passion and I can’t see myself doing anything else. 
Most trusted club in your bag: Driver
Favorite golf course: Bulle Rock
Favorite sport other than golf: Football
Dream foursome: Tiger Woods, Annika Sorenstam and Lorena Ochoa


Please send your golf comments, including your playing habits, where you play and more, to: [email protected].  Your input will help spark future golf columns at Handshake 2.0.

Neil Sagebiel is a Floyd, Virginia-based freelance writer and editor of the ARMCHAIR GOLF BLOG, a top independent golf blog. You can follow Neil on Twitter @armchairgolfer

Neil Sagebiel wrote about the founding of ARMCHAIR GOLF BLOG for Handshake 2.0.