Reaction to Google Penguin
{warning includes strong language…}
Now are you the crowd that left the room at the begining ?
52 {$important} changes of Google
• Categorize paginated documents. [launch codename “Xirtam3”, project codename “CategorizePaginatedDocuments”] Sometimes, search results can be dominated by documents from a paginated series. This change helps surface more diverse results in such cases.
• More language-relevant navigational results. [launch codename “Raquel”] For navigational searches when the user types in a web address, such as [bol.com], we generally try to rank that web address at the top. However, this isn’t always the best answer. For example, bol.com is a Dutch page, but many users are actually searching in Portuguese and are looking for the Brazilian email service, bol.uol.com.br. This change takes into account language to help return the most relevant navigational results.
• Country identification for webpages. [launch codename “sudoku”] Location is an important signal we use to surface content more relevant to a particular country. For a while we’ve had systems designed to detect when a website, subdomain, or directory is relevant to a set of countries. This change extends the granularity of those systems to the page level for sites that host user generated content, meaning that some pages on a particular site can be considered relevant to France, while others might be considered relevant to Spain.
• Anchors bug fix. [launch codename “Organochloride”, project codename “Anchors”] This change fixed a bug related to our handling of anchors.
• More domain diversity. [launch codename “Horde”, project codename “Domain Crowding”] Sometimes search returns too many results from the same domain. This change helps surface content from a more diverse set of domains.
• More local sites from organizations. [project codename “ImpOrgMap2”] This change makes it more likely you’ll find an organization website from your country (e.g. mexico.cnn.com for Mexico rather than cnn.com).
• Improvements to local navigational searches. [launch codename “onebar-l”] For searches that include location terms, e.g. [dunston mint seattle] or [Vaso Azzurro Restaurant 94043], we are more likely to rank the local navigational homepages in the top position, even in cases where the navigational page does not mention the location.
• Improvements to how search terms are scored in ranking. [launch codename “Bi02sw41”] One of the most fundamental signals used in search is whether and how your search terms appear on the pages you’re searching. This change improves the way those terms are scored.
• Disable salience in snippets. [launch codename “DSS”, project codename “Snippets”] This change updates our system for generating snippets to keep it consistent with other infrastructure improvements. It also simplifies and increases consistency in the snippet generation process.
• More text from the beginning of the page in snippets. [launch codename “solar”, project codename “Snippets”] This change makes it more likely we’ll show text from the beginning of a page in snippets when that text is particularly relevant.
• Smoother ranking changes for fresh results. [launch codename “sep”, project codename “Freshness”] We want to help you find the freshest results, particularly for searches with important new web content, such as breaking news topics. We try to promote content that appears to be fresh. This change applies a more granular classifier, leading to more nuanced changes in ranking based on freshness.
• Improvement in a freshness signal. [launch codename “citron”, project codename “Freshness”] This change is a minor improvement to one of the freshness signals which helps to better identify fresh documents.
• No freshness boost for low-quality content. [launch codename “NoRot”, project codename “Freshness”] We have modified a classifier we use to promote fresh content to exclude fresh content identified as particularly low-quality.
• Tweak to trigger behavior for Instant Previews. This change narrows the trigger area for Instant Previews so that you won’t see a preview until you hover and pause over the icon to the right of each search result. In the past the feature would trigger if you moused into a larger button area.
• Sunrise and sunset search feature internationalization. [project codename “sunrise-i18n”] We’ve internationalized the sunrise and sunset search feature to 33 new languages, so now you can more easily plan an evening jog before dusk or set your alarm clock to watch the sunrise with a friend.
• Improvements to currency conversion search feature in Turkish. [launch codename “kur”, project codename “kur”] We launched improvements to the currency conversion search feature in Turkish. Try searching for [dolar kuru], [euro ne kadar], or [avro kaç para].
• Improvements to news clustering for Serbian. [launch codename “serbian-5”] For news results, we generally try to cluster articles about the same story into groups. This change improves clustering in Serbian by better grouping articles written in Cyrillic and Latin. We also improved our use of “stemming” — a technique that relies on the “stem” or root of a word.
• Better query interpretation. This launch helps us better interpret the likely intention of your search query as suggested by your last few searches.
• News universal results serving improvements. [launch codename “inhale”] This change streamlines the serving of news results on Google by shifting to a more unified system architecture.
• UI improvements for breaking news topics. [launch codename “Smoothie”, project codename “Smoothie”] We’ve improved the user interface for news results when you’re searching for a breaking news topic. You’ll often see a large image thumbnail alongside two fresh news results.
• More comprehensive predictions for local queries. [project codename “Autocomplete”] This change improves the comprehensiveness of autocomplete predictions by expanding coverage for long-tail U.S. local search queries such as addresses or small businesses.
• Improvements to triggering of public data search feature. [launch codename “Plunge_Local”, project codename “DIVE”] This launch improves triggering for the public data search feature, broadening the range of queries that will return helpful population and unemployment data.
• Adding Japanese and Korean to error page classifier. [launch codename “maniac4jars”, project codename “Soft404”] We have signals designed to detect crypto 404 pages (also known as “soft 404s”), pages that return valid text to a browser, but the text only contains error messages, such as “Page not found.” It’s rare that a user will be looking for such a page, so it’s important we be able to detect them. This change extends a particular classifier to Japanese and Korean.
• More efficient generation of alternative titles. [launch codename “HalfMarathon”] We use a variety of signals to generate titles in search results. This change makes the process more efficient, saving tremendous CPU resources without degrading quality.
• More concise and/or informative titles. [launch codename “kebmo”] We look at a number of factors when deciding what to show for the title of a search result. This change means you’ll find more informative titles and/or more concise titles with the same information.
• Fewer bad spell corrections internationally. [launch codename “Potage”, project codename “Spelling”] When you search for [mango tea], we don’t want to show spelling predictions like “Did you mean ‘mint tea’?” We have algorithms designed to prevent these “bad spell corrections” and this change internationalizes one of those algorithms.
• More spelling corrections globally and in more languages. [launch codename “pita”, project codename “Autocomplete”] Sometimes autocomplete will correct your spelling before you’ve finished typing. We’ve been offering advanced spelling corrections in English, and recently we extended the comprehensiveness of this feature to cover more than 60 languages.
• More spell corrections for long queries. [launch codename “caterpillar_new”, project codename “Spelling”] We rolled out a change making it more likely that your query will get a spell correction even if it’s longer than ten terms. You can watch uncut footage of when we decided to launch this from our past blog post.
• More comprehensive triggering of “showing results for” goes international. [launch codename “ifprdym”, project codename “Spelling”] In some cases when you’ve misspelled a search, say [pnumatic], the results you find will actually be results for the corrected query, “pneumatic.” In the past, we haven’t always provided the explicit user interface to say, “Showing results for pneumatic” and the option to “Search instead for pnumatic.” We recently started showing the explicit “Showing results for” interface more often in these cases in English, and now we’re expanding that to new languages.
• “Did you mean” suppression goes international. [launch codename “idymsup”, project codename “Spelling”] Sometimes the “Did you mean?” spelling feature predicts spelling corrections that are accurate, but wouldn’t actually be helpful if clicked. For example, the results for the predicted correction of your search may be nearly identical to the results for your original search. In these cases, inviting you to refine your search isn’t helpful. This change first checks a spell prediction to see if it’s useful before presenting it to the user. This algorithm was already rolled out in English, but now we’ve expanded to new languages.
• Spelling model refresh and quality improvements. We’ve refreshed spelling models and launched quality improvements in 27 languages.
• Fewer autocomplete predictions leading to low-quality results. [launch codename “Queens5”, project codename “Autocomplete”] We’ve rolled out a change designed to show fewer autocomplete predictions leading to low-quality results.
• Improvements to SafeSearch for videos and images. [project codename “SafeSearch”] We’ve made improvements to our SafeSearch signals in videos and images mode, making it less likely you’ll see adult content when you aren’t looking for it.
• Improved SafeSearch models. [launch codename “Squeezie”, project codename “SafeSearch”] This change improves our classifier used to categorize pages for SafeSearch in 40+ languages.
• Improvements to SafeSearch signals in Russian. [project codename “SafeSearch”] This change makes it less likely that you’ll see adult content in Russian when you aren’t looking for it.
• Increase base index size by 15%. [project codename “Indexing”] The base search index is our main index for serving search results and every query that comes into Google is matched against this index. This change increases the number of documents served by that index by 15%. *Note: We’re constantly tuning the size of our different indexes and changes may not always appear in these blog posts.
• New index tier. [launch codename “cantina”, project codename “Indexing”] We keep our index in “tiers” where different documents are indexed at different rates depending on how relevant they are likely to be to users. This month we introduced an additional indexing tier to support continued comprehensiveness in search results.
• Backend improvements in serving. [launch codename “Hedges”, project codename “Benson”]We’ve rolled out some improvements to our serving systems making them less computationally expensive and massively simplifying code.
• ”Sub-sitelinks” in expanded sitelinks. [launch codename “thanksgiving”] This improvement digs deeper into megasitelinks by showing sub-sitelinks instead of the normal snippet.
• Better ranking of expanded sitelinks. [project codename “Megasitelinks”] This change improves the ranking of megasitelinks by providing a minimum score for the sitelink based on a score for the same URL used in general ranking.
• Sitelinks data refresh. [launch codename “Saralee-76”] Sitelinks (the links that appear beneath some search results and link deeper into the site) are generated in part by an offline process that analyzes site structure and other data to determine the most relevant links to show users. We’ve recently updated the data through our offline process. These updates happen frequently (on the order of weeks).
• Less snippet duplication in expanded sitelinks. [project codename “Megasitelinks”] We’ve adopted a new technique to reduce duplication in the snippets of expanded sitelinks.
• Movie showtimes search feature for mobile in China, Korea and Japan. We’ve expanded our movie showtimes feature for mobile to China, Korea and Japan.
• MLB search feature. [launch codename “BallFour”, project codename “Live Results”] As the MLB season began, we rolled out a new MLB search feature. Try searching for [sf giants score] or [mlb scores].
• Spanish football (La Liga) search feature. This feature provides scores and information about teams playing in La Liga. Try searching for [barcelona fc] or [la liga].
• Formula 1 racing search feature. [launch codename “CheckeredFlag”] This month we introduced a new search feature to help you find Formula 1 leaderboards and results. Try searching [formula 1] or [mark webber].
• Tweaks to NHL search feature. We’ve improved the NHL search feature so it’s more likely to appear when relevant. Try searching for [nhl scores] or [capitals score].
• Keyword stuffing classifier improvement. [project codename “Spam”] We have classifiers designed to detect when a website is keyword stuffing. This change made the keyword stuffing classifier better.
• More authoritative results. We’ve tweaked a signal we use to surface more authoritative content.
• Better HTML5 resource caching for mobile. We’ve improved caching of different components of the search results page, dramatically reducing latency in a number of cases.
Who has funded companies including Apple, Google, LinkedIn, YouTube, PayPal, Cisco Systems, Oracle, Electronic Arts, Yahoo!, NVIDIA and many other?
Sequoia Capital is a Californian venture capital firm located on Sand Hill Road in Menlo Park, California. The Wall Street Journal has called Sequoia Capital “one of the highest-caliber venture firms”, and noted that it is “one of Silicon Valley’s most influential venture-capital firms”. The New York Times has called Sequoia “one of the top venture firms in the Valley” and has said that it is “among the most successful venture firms in Silicon Valley.” The Washington Post has called Sequoia Capital “one of the pre-eminent venture capital firms in Silicon Valley.” The firm is known for the companies it has funded, and it estimates that 19% of the NASDAQâs value is made up of firms Sequoia has funded.
Sequoia has funded companies including Apple, Aruba Networks, Google, YouTube, PayPal, Cisco Systems, Oracle, Electronic Arts, Yahoo!, NVIDIA, Navigenics, Cotendo, Atari, Ameritox, Kayak, Meebo, Admob, Zappos, Green Dot and LinkedIn. The firm has offices in the U.S., China, India and Israel. Sequoia invests in companies all over the world.
Sequoia was founded by Don Valentine in 1972. The firm’s partners include Don Valentine, Jake Anderson, Mickey Arabelovic, Roelof Botha, Scott Carter, Randy Ditzler, Michael Dixon, Jim Goetz, Michael Goguen, Gaurav Garg, Patrick Grady, Warren Hogarth, Mark Kvamme, Timothy Lee, Doug Leone, Alfred Lin, Greg McAdoo, Andrew Dryga, Michael Moritz, Chris Olsen, Luis Robles, Bryan Schreier, David Spector, Mark Stevens and David Velez.
Portfolio contains already 200 large-scale (largest in fact) businesses. Just to name few we all arvery well familiar with: Tumblr, Yahoo!, YouTube, Zappos.com, Square, Paypal, LinkedIn, ImageShack, Google, Electronic Arts, Cisco, Barracuda Networks, Atom Entertainment.
The difference between traditional marketing and social media marketing
Are you teaching a class when you should be hosting a party?
Most brandsâ and storesâ greatest single asset is the goodwill of their customers. And most do little to leverage this goodwill for marketing gain. Thereâs a fallacy in marketing land that just because you have a presence on social networks, you are doing âsocialâ marketing. But when you look a bit closer, you see that most social initiatives by brands look a lot like traditional marketing and merchandising, just in a new place.
The essential idea of âsocial commerceâ is: connect your shoppers and customers directly to each other. Not only does this help turn your shoppers into customers, but it strengthens your relationship with your customer base. Sounds obvious, but for most brands itâs a deep paradigm shift. Most brands still think in terms of a hub-and-spoke model of communication; the brand is at the center managing a dialog (or monologue) with customers. Sure, customers talk to each other about the brand here and there, but the brand really wants to dominate the conversation. The metaphor is brand-as-teacher; customers are the class. But thereâs another approach in which brands actively facilitate dialog between their community members without dominating it. These connections donât just help bring new people into the brand fold, they also deepen the affinity existing customers have with the brand. The metaphor is brand-as-party-host; shoppers and customers are the guests. Maybe the guests get a little interaction with the host during the party, maybe none, but either way, they are primarily interacting with each other. The brand doesnât get the same opportunity as in the classroom model to drive home its officially-approved message, but instead the brand earns a more powerful, social type of influence â by having the guest list stocked with loyal supporters.
Though more subtle, the influence of the party-host approach can be both deeper and farther-reaching. MikoÅaj Jan Piskorski has just published an article in the Harvard Business Review titled âSocial Strategies that workâ taking a rigorous look at the online social efforts of 60 businesses in a broad range of verticals. He concludes:
What the poorly performing companies shared was that they merely imported their digital strategies into social environments by broadcasting commercial messages or seeking customer feedback. Customers reject such overtures because their main goal on the platforms is to connect with other people, not with companies. That behavior isnât hard to understand. Imagine sitting at a dinner table with friends when a stranger pulls up a chair and says, âHey! Can I sell you something?â Youâd probably say no, preferring your friendsâ conversation over corporate advances. Many companies have learned that lesson the hard way.
In contrast, the companies that found significant returns devised social strategies that help people create or enhance relationships. These work because theyâre consistent with usersâ expectations and behavior on social platforms. To return to our dinner analogy, a company with a social strategy sits at the table and asks, âMay I introduce you to someone or help you develop better friendships?â That approach gets a lot more takers.
To make this concrete, take a look at the Facebook presence of a handful of your favorite brands. See what page they have set for you to land on. Is it a crafted brand message, or does it have customers and fans talking to each other? Go to the brandâs wall. Are customers posting, or is it dominated by posts from the brands, with customers generally addressing their replies back to the brand? I just went to the FB page for the Gap. I landed on a high production values spread called the 1969 Denim Studio. No customer voice there. Then I went to their wall. There are 18 posts showing. All 18 of them are from the store. Hereâs the dialog responding to the first one:
Itâs not that this sort of brand marketing is bad. Itâs just that itâs not SOCIAL. Itâs missing the opportunity of providing a forum for shoppers and customers to engage with each other. In contrast, on Sephoraâs Facebook wall, two minutes ago, 26 out of 26 posts were from members of the Sephora community. Itâs not as tidy as the Gapâs â not all the posts are positive or interesting â but the approach does produce exchanges like this:
and this:
Another another place where you can see the difference in approaches in action is the social question-and-answer applications on ecommerce sites. If the Q&A dialog is primarily between the shopper and the store staff, thatâs not social, thatâs customer support. Hey, we love good customer support as much as the next person, and if thatâs the goal of Q&A, fine. But most stores find that channels like live chat and phone/email are optimal for support, while Q&A is uniquely positioned to enable dialog between shoppers and customers. So if the store dominates the Q&A dialog (or if the Q&A system is not built to effectively produce shopper-customer exchanges), then the store is missing all the value that a social approach can generate: the credibility (and generally positive sentiment) of truly social answers, deeper shopper engagement, and stronger bonds with past customers.
Check out the difference between the Q&A dialog here on the product page for a camera at Staples.com, where most of the dialog is with staff, and on the page for a camera at Adorama.com, where most of the dialog is social.
So as you sit down with your team to map out the next phase in your social commerce strategy, ask yourselves this: are you teaching a class when you should be hosting a party?
source: http://www.turntonetworks.com/are-you-teaching-a-class-when-you-should-be-hosting-a-party
Glasses that will be able to stream information to the wearer’s eyeballs in real time!
Google X’s wearable technology - Google Goggles
People who constantly reach into a pocket to check a smartphone for bits of information will soon have another option: a pair of Google-made glasses that will be able to stream information to the wearer’s eyeballs in real time.
According to several Google employees familiar with the project who asked not to be named, the glasses will go on sale to the public by the end of the year. These people said they are expected “to cost around the price of current smartphones,” or $250 to $600.
The people familiar with the Google glasses said they would be Android-based, and will include a small screen that will sit a few inches from someone’s eye. They will also have a 3G or 4G data connection and a number of sensors including motion and GPS.
A Google spokesman declined to comment on the project.
source: http://bits.blogs.nytimes.com/2012/02/21/google-to-sell-terminator-style-glasses-by-years-end/
Social Media Team - ingredients of success-recipe
Social Media Success-Recipe
Ingredients:
1. People (who will do it)
The ‘Digital Native’
The Coordinator
The Communicator
The Product Expert
The Analyst
2. Goals, Objectives, Tools & Policies (what we need to do and how)
Social Media Goals and Objectives
Your Own Social Media Policy
Social selling culture in the businesss
Social customer experience - marketing, PR, customer service
Technical development (apps, integrating API’s etc)
The ‘Digital Native’
The digital natives at your company are probably the easiest to spot. They participate in many different social networks, they probably blog; and they know how to find and gain followers, how to engage with other users and the opportunities in and limitations to the media. They will be the most enthusiastic to work on the team, since they will be able to enjoy one of their favourite activities in order to help promote the company.
They can come from any department, but they are likely outgoing and keen conversationalists, so they might easily be found in the marketing, PR, tech or online departments.
What you should look for?
- Socially active using mediums like Twitter, Facebook, LinkedIn
- Regular users of social news sites e.g. Digg, Reddit etc
- May already have their own blog
The Coordinator
Coordinators need to know how social media activities fit within the company as a whole. They need to be able to forward queries, conversations, leads and issues to the appropriate departments as quickly as possible. Moreover, they need to be able to get those issues and queries in front of the people best placed to answer, not just a generic email address, so they need to know the company inside and out.
Knowing who to forward a query to can be learned, but the person responsible for this should have impeccable organisational skills. They will have to be able to handle issues as they arise, make sure old issues have been resolved and probably engage in some social media activity, all whilst also doing their daily work responsibilities.
What you should look for?
- Someone who knows a variety of people in departments across your business
- âSafe handsâ â someone who ensures things get done
- Strong organisational and/or project management skills
The Communicator
The communicator of the team will interact directly with customers and the general public. Whilst everyone on the team will probably chat with a fan or a follower at some point, the communicator will need to know what the company wants to say, when it should be said and how best to phrase it. They will also need to be professional, calm, friendly and open, especially when things get a bit heated.
For this role, you may want to look in the customer care or PR departments for someone who is well practiced at keeping their cool and keeping communication on-message.
What you should look for?
- Great written communication skills
- Someone who really cares about giving great service to your customers
- Someone who keeps calm in a crisis
The Product Expert
The product expert needs to be on the team to quickly and easily answer customer queries or complaints. People often go to a companyâs social media sites with these issues, and you do not want a product query sitting unanswered on your profile page for very long. What your company sells should be the one thing your public-facing representatives know inside and out. Still, it is unlikely that every person you hire will know every detail about all your products, so you should have someone on the team who can answer most of those kinds of queries.
If you develop and sell your own products, your product expert should be from the product development team, but otherwise they could be from customer care or other customer-facing function.
What you should look for?
- Someone who knows your products and services inside out
- Excellent problem solving skills
The Analyst
The analyst should be someone who understands tracking, analytics and statistics. They should know what to track to show the ROI of your social media efforts, and they should be able to use web analytics to demonstrate whether or not your social media team are reaching their goals. It is obvious that this person will be essential at first, helping determine baselines and metrics for tracking goals, but their work will continue. It is through the tracking and measurement of metrics that you test the effectiveness of your strategies and approaches, so this person should be as committed to the success of the social media team as anyone else.
source: http://www.salesforce.com/uk/socialsuccess/social-media-how-to-guides/how-to-build-all-star-social-media-team.jsp
The best business advice {from 13 most successful executives in the world}
Thereâs a finite amount of time youâre going to be doing this. Do this really, really well - Terry J. Lundgren, CEO, Macy’s
..never to look back in regret but to move on to the next thing. - Richard Branson, founder and chairman, Virgin Group
I see a bunch of good choices, and thereâs the one that you pick and make great. - Marissa Mayer, VP, Google
people will be very influenced by how you carry yourself under stress. - Lloyd Blankfein, chairman and CEO, Goldman Sachs
youâve gotta learn to listen! - Maureen Chiquet, Global CEO, Chanel
follow my instincts and take the risk. I wanted to create a new way of looking at retail. - Tory Burch, co-founder and creative director, Tory Burch
Find a way to say yes to things - Eric Schmidt, executive chairman, Google
Eric Schmidt told her, âStop being an idiot; all that matters is growth - Sheryl Sandberg, COO, Facebook
just keep your mouth shut today, and see if you feel the same way tomorrow. - Warren Buffett, chairman and CEO, Berkshire Hathaway
My advisor, Terry Winograd, picked that one out and said, ‘Well, that one seems like a really good idea - Larry Page, co-founder, Google
Warren Buffett has taught me a lot of things, but he got me thinking very early on that at some point I’d have the opportunity and responsibility to give the wealth back. - Bill Gates, chairman, Microsoft
Jim Sinegal: You know, I donât want to be rude but this is exactly the wrong thing to do.’ This was my idea, and he was right - Howard Schultz, CEO, Starbucks
You have to have alligator skin. You can’t believe the good stuff, and you certainly can’t believe the bad stuff’ - Maria Bartiromo, anchor, CNBC
Read more: http://www.businessinsider.com/executives-share-the-best-advice-they-ever-got-2012-3#maria-bartiromo-anchor-cnbc-13#ixzz1pf0298c6
Evolution of a recruiter in social media
While a lot of noise is about the importance of the social media in recruitment the hard fact is that there is about the same number of recruiters using the social media and the ones that simply ignore it. There is very little written on the web about how social media is useless for a recruiter. People who do not use the social media do not publish online. In fact the most of them simply do not publish at all. Recruiters who do use social media in most cases just listen to what others are publishing. More courageous âlikeâ or âShareâ, and the very small percentage of less than 5% actually create the original content. So here is a path of a recruiter in the adoption of the social media.
1. No social media presence
A lot of recruiters simply do not have a LinkedIn profile. Or they have a 100% empty profile, with just their name, a handful of connections, no picture, not bio. No twitter, or the one with no tweets. Facebook â closed for the friends and family / or none. They are doing their job as they did it 5 or 10 or more years ago. They do it good. They do not need the social media, have no time or interest for it. Most work in narrow industry niches, and are specialised in a location where there is not much competition between recruiters.
2. Listen
After reading in newspapers about LinkedIn, and listening about the success of Facebook on TV recruiters open their LinkedIn, Facebook and twitter accounts. Some fill their data guided by the wizards, and complete their profiles. Then they just listen. They invite a few colleagues in their networks, and when have time, they read groups discussions, and watch pictures on Facebook. They are never really tagged in pictures, and they watch closely their (minimalistic) social media footprint. They are the ones you will hear talking next to the water cooler about what someone wrote on Facebook. They take the social media content â offline.
3. Share
At some stage when you read a discussion that is about the topic you are passionate about, you will get an urge to get involved. The first steps usually are the little buttons that enable you to âLikeâ a page, or âThumb Up / Downâ the point someone made in a discussion online. You can âScoreâ and answer, and do similar one click actions â that lure you in the world of the social media. You feel like you are a part of it. I have had my say! By clicking the Like button on some comment on Facebook. Great.
4. Create
The last stage of evolution of a recruiter in the social media adoption is the creation of your own content. Your first tweets, your first Facebook simple sentences, your LinkedIn answers and latter questions. Your LinkedIn Group contributions and later starting your own discussions. The next creating your own blog, and later on syndication parts of your content on the related industry blog networks. The number of people who actually create the continent is really small. It is really hard to justify the time, and hard to measure the ROI.
