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New Mediaist is in the business of helping companies focus on what counts.<br />
Our measurement focused-approach helps businesses target their online marketing activities, enabling for the further development of recurring revenue sources and sustainable competitive advantages.

Usability

Engineering a better needle and thread

"Usability" is a funny thing: in order for a large volume of people to use your product, it must meet a minimum standard of usability, as otherwise people won't be able to figure out how to use it.

The strange thing is once a significant level of market penetration has been achieved, most companies assume that the minimum standard of usability has been exceeded - as if it wasn't good, why do so many people use it? Why change a good thing?

Well - just because something solves a problem, does not mean it solves the problem well. Case in point, the need and thread.



(image from Telegraph)

Needles do work, but damn are they annoying to work with. I've got pretty good eyes, and I still have trouble threading the eye of a needle.

But why change something that works? Could 100,000,000+ customers be wrong? Well, it turns out they can:
A better needle and thread - improved!

The Spiral Eye Needle takes a centuries old product, believed by hundreds of millions to be sufficient for their needs, and significantly improves on it.

What are the chances your product or service could also be improved?

Marketers are leaving Second Life

As I have suspected for quite a while, the whole businesses in Second Life thing appears to have been somewhat overexagerated.

Although Second Life's website claims it has over 8,000,000 members, Forrester Research has found that there are only 30,000 to 40,000 users are logged on at peak times.

When compared to other virtual communities (World of Warcraft anyone?), that number is pretty tiny...

I actually wrote a very long post on this topic, and it was just deleted by mistake. Quite frustrating - that's why you don't talk on the phone and blog at the same time.

Long story short, the argument I was going to make is that Second Life is not dying, but rather virtual communities are just maturing, which is a good thing for marketers.

Much like in the real world, where different demographics frequent different locations, different people enjoy different virtual communities online. Although I don't have research to back it up, my gut says Second life users have very different profiles from Counterstrike users, and World of Warcraft and The Sims Online users, and...

Therefore, as a marketer, it is your job to only enter those communities where you have customers, rather than the one that just happens to be on the cover of Wired or Times this month. Second Life likely wasn't appropriate for many businesses, and hence the pullout. That doesn't mean that it isn't appropriate for any businesses, and definitely doesn't mean that business doesn

Check Browser Compatibility - Online

Here is a neat quick tool which allows you to test your web design in different browsers - online. Very handy, as there is nothing which bugs me more than a big professional website which just plain doesn't work in Firefox or a 6 month old version of Internet Explorer.

Alternative interactive media interfaces

(alternative new media interfaces are not always better)

Uncle Sam Pointing Finger
Have you checked out dontclick.it
before? It’s an experiment in usability where the websites whole
interface is designed without the need to use mouse buttons (all
actions are triggered by rollovers).

An interesting concept, but how useful is it the real world?

The unintended consequences of Web 2.0 and social media

What can be done to reduce self-censorship in socially moderated media?

Forbes recently had an interesting article about the failures of eBay’s feedback system. Many socially-moderated systems like eBay’s have a significant flaw: users are afraid of stating their true opinions of other users in feedback comments, as they expect the other user will respond with retaliatory negative feedback. The end result is the majority of users end up having near perfect ratings, even if they do have a very tainted auction history, as the “social norm” becomes maintaining the status quo.

A related problem occurs on a macro scale at many socially-organized news/discussion sites (what marketers call Web 2.0 applications). If a user submits a news story which some members disagree with, that news story is voted down. After the article submitter sees this occur,
they are less likely to continue submitting news stories which are against the grain, as “what’s the use, it will just get voted down again”.

A “social norm” is therefore unintentionally established on the website which gets re-enforced over time. The enforcement of this social norm soon results in the polarization of the community, ultimately leading once “neutral” sites to become clearly left vs right politically, capitalistic vs socialistic economically, or most commonly pro-Apple vs everyone else (I’m a part-time Apple user btw).

Whether or not this polarization is actually a bad thing is another discussion onto itself. The greater question is, if you own and operate a socially-organized site, are you willing to accept the possible alienation of some of your users?

Common sense would dictate that you should try to avoid alienating your customers at all times. So what can be done to prevent social norms from developing on your social media / web 2.0 / interactive website?

Free Password Management

(There are many free techniques which can be used to remember passwords)

Lost passwordPassword management is a big issue for interactive media managers. At minimum, the typical online worker needs to remember around six passwords (blog, web hosting, analytics package, intranet, personal email, instant messenger, etc...) - that's quite a lot of information to remember.

But wait - it gets worse! If you listen to your IT department (as you should!), to be considered secure all of your passwords must be at least 7 characters long, and contain at least one number and one capital letter.

And one last thing: you can't write down your passwords (as that increase the chance they will be stolen), and you should continually change them every six months until you die.

Woh. That seems like a lot of work. No wonder so many people just use the same password for everything, and hope nothing goes wrong. Something these people don't consider though is if their password gets cracked, they're basically fired.

One solution to the password memorization problem is to purchase password management software. These software packages are basically password protected databases - you type all of your passwords into the database, and then set one single password to view the database's contents. Although a good solution, you could run into a problem if the database file gets corrupted, or your computer crashes. The file could also potentially be copied from your computer and brute-force attacked. Finally, these pieces of software can also cost money.

A neat alternative is using a offline encrypted password storage or memory technique. Here are a few interesting ones -

Use a rule set: come up with a single password you like (like "dawg"), and then create a rule based on the password. For example, your rule could be use the first two characters + the last character of the name of the service the password is for. Applying this rule to a service called "yahoo" would result in the word "yao". You then would combine "yao" with "dawg", your single password, and use the password "yaodawg" for Yahoo. You can apply the same rule to an unlimited number of websites, and all the while you only have to remember one password.

Date Code: similar to rule set, in environments where your password needs to be changed at regular intervals, you can use rule based on the date (i.e. first and last letter of months name + the two first letter of the next month).

Typing displacement: move all the letters of the password up, down, left, right, or diagonal a key to generate a new password based on your single memorized password. For example, if your normal password is "walkdog", you can move all of letters upwards one key on your keyboard to produce the password "2qoie0t"

Write down encrypted versions: the encryption doesn't have to be that complicated. You can even add just a single letter or number to every password. For example, assuming capital a ("A") is my encryption key, the written password "Ag0jeanc" would actually be "g0jeanc". A potentially stronger encryption would be to use a substitution rule: for every password you write down you change "a" to "A", for example.

All of these techniques can potentially be "hacked" though if someone finds your password, so still remember to change your technique and password regularly.

I'd be interested in hearing any more techniques -

Finally, more information on passwords can be found by reading the book Perfect Passwords . If you are interested in an online password management utility, some readers have recommended PasswordMaker.

Original idea for this article came from klaatu

Why long blog posts can be no good for business

When reading a magazine or newspaper, a
sub-title/synopsis usually accompanies an article title. This is
incredibly useful as it allows the reader to gauge whether they are
interested in an article’s content without spending the time to read it
(assuming the title isn’t self-explanatory). Without a synopsis, it is
that much easier for a potential reader to skip over your article.

So why don’t more bloggers include synopses at the top of their posts?

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