Google Investments

In recent news, tech giant Google has just purchased an Israeli start-up who created the app SlickLogin. The amount of the agreed deal has not been disclosed as of yet, but it's interesting to think about how much a program like this may be worth...

With the demise of passwords and their security, professionals have been pondering what the next system for passwords will be.  Google already offers a Face Unlock program on the Android market, but could this start-up be the next big thing?

In a way this program acts like a two-step verification (first created and offered by Google, for free). This is how it works. Users must click the SlickLogin icon on a website to generate the unique "song". Note, the songs cannot be heard by the human ear. The song is played through the speakers, and the app will listen to the unique song and thus verify the user identity. Pretty simple.

It really seems like Google is setting the standard for internet security. I'm glad to see they are pushing for services like this, after all it does seem that hacking and internet security is becoming quite complicated. With the NSA watching over us, and Facebook allegedly releasing people's private information, it's nice to see a large corporation acting on this issue. 

In other news, Google has recently made a huge investment in clean energy. Another win for them in my book. The Google campus is already designed for minimum power usage, but they won't stop there. Google has spent over $2 billion in the last quarter to move to solar, wind, and other alternative energies to power their data centers located around the world. Google has been the most impressive and aggressive in their efforts to minimize their footprint. 15 wind and solar investments have been made recently, totaling over $1 billion. You may expect this from a future-oriented company like Google, but it really is impressive the way they are moving forward with their goals. Similar companies including Facebook, Apple, and Microsoft are incomparable in their efforts versus the efforts put forth by Google.

"According to Needham, about 34% of Google's operations are powered by renewable power." Their goal is to reach 100%, and I'll put my money on them achieving it.

Social Media Traps

Found this article today on Business2Community.com regarding social media traps to avoid. Give the article a read for more information -- I completely agree with all 3 of their suggestions.

1. Avoid Automation

Scheduling posts ahead of time, cross-promoting status updates, monitoring all your platforms on HootSuite... Sounds like "automation domination." However, this isn't where the problem is. The problem lies in the idea of sounding like a robot online. You must bring life and personality to your brand on social platforms! It's important that people feel they are connecting with a relatable and honest human being. Check out the Bank of America example posted with the article.

2. Avoid Acting Like a Teenager

When you're curating information to push out to your customers, it's important you consider your audience. You want to push the limits and be humorous, but never overstep your boundaries. An example of acting immaturely on social media is the constant uploading of "memes" even as a professional brand. People will quickly lose interest, and "unlike" your page because the posts are annoying and obtrusive. It is important to hook your audience emotionally, but find another way. For example, create short video clips or share pictures with a meaning and story behind them.

Also, it is important to post more than just static content. Hold random giveaways or even run community based initiatives for a new slogan, logo, etc. Ask simple questions having to do with everyday life or peoples' preferences. This is how you get people interested engaging with you. The more users returning to your page, the better your social campaign is going.

3. Avoid a Strategy Without Analytics

Analytics are huge. This is how you track how your engagement is progressing. What type of interactions are you having and how meaningful are they? Your campaign won't get anywhere without analytics. Here are 10 useful analytics tools from Venture Beat.

Social Media Strategy: Complaining Customers

As I'm transitioning into a career in social media, I have been doing some independent research regarding various social strategies. Today I found a note-worthy study that I thought was worth a share.

A recent survey was conducted by the Social Media Marketing University and published on Newswire regarding customer complaints via social media platforms. The survey concluded that brands are not prepared to handle complaints in social media. Long have I agreed with this statement, as I feel brands/companies are too slow or nonchalant in their responses. For me, complaints and the brands' ability to handle various situations with customers over social media is a reason I like the industry so much. Social media adds a certain level of engagement (not to mention problem-solving) to your marketing efforts. It can make or break any campaign, and must be treated seriously.

The article explains that more than 50% of brands do not have an effective strategy to deal with social media complaints and hazards.  This is overwhelming to me. I cannot believe that reputable and widespread brands do not consider the threat of complaints before launching a social campaign. Furthermore, it is vastly important to deal with the complaints in a professional and timely matter.

I learned in class that all it takes is one positive, well-handled interaction to turn a complainer into an apostle. This is the type of job I find interesting and rewarding (albeit dealing with a lot of angry customers). I've always thought it could only be beneficial to respond to everyone as quickly and professionally as possible. Everyone loves a response, whether it be a solution to their problem, or a simple acknowledgement of their situation. Brands should learn to empathize with the average Joe. Hard work on this side of social media is crucial, and although it takes time it is one of the more advantageous strategies a company can set in place. Below you'll see a pie graph illustrating the findings of the survey with regards to responding to customers: