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One of the great things about Web 2.0 is the empowerment of average users. With Twitter and Facebook pages, individuals can now respond back to companies and organizations with a few strokes of the keyboard. Google's recently entered the fray with an intriguing project called Sidewiki. Once again, companies and nonprofits interested in managing their online brands need to be aware of the new medium and how to track it.

What is Sidewiki?
Google started its sidewiki project in September 2009. It's a sidebar that can attach to any page on the internet via the Google Toolbar. Users gain the ability to comment on any page on the internet. Google uses a ranking system based on votes and various algorithms to determine the order of the comments.

When a user of the Google Toolbar visits a page with Sidewiki notes they see a small blue button of the left side of the page with two white chevrons (see screenshot on the right). Clicking on this opens the Sidewiki sidebar. Here they will see comments left by previous visitors. They are be able to add their own comments.

Visionaries have long dreamed of a web with this kind of two-way communication but similar sidebar commenting systems have failed to gain enough momentum to become viable. If this were just another venture-capital-fueled attempt, it would be something marketers could ignore unless and until it became widely used. But with Google behind Sidewiki, it's a service we need to take seriously from the start.

Users Talking Back
When we put together websites, we get to control the message of our little corner of the internet--we have the final say on the material we present. If Sidewiki becomes popular, this will no longer be true. Fans, disgruntled employees and competitors can all start marking up our sites--yikes! But those brands that have embraced the Web 2.0 model will love another place where they can interact with their audience. Today's marketing goal is mindshare--how much of a user's attention span can you win over. The more you get visitors to think about your brand or your message, the more likely that they will buy or recommend your product or service. You need to be active on whatever online channel your audience is using.

Watching the Conversations
What's a good brand manager to do? The first thing is to make sure you have the latest version of Google Toolbar installed on your working browser (get it here) and that you have the Sidewiki service enabled (I've started a Sidewiki for this entry so if it's working you'll see the blue button in your browser).

Brand Management
Google allows website owners the first comment. If you are registered as the owner of a site via Google Webmaster Tools, then you get first say: when you post to the Sidewiki of a page you control, Google gives you the top spot. This is very good. Should you do it?

Probably not. At least not yet. I don't see people using Sidewiki yet. Most websites still don't have any comments. Even Google's projects often fail to gain traction and there's no guarantee that Sidewiki will take off. If your page doesn't have any comments, I wouldn't recommend that you make the first. If there are no Sidewiki entries, the blue button won't be there and visitors probably won't even think to comment.

If you notice that a visitor has started a Sidewiki for your site by leaving a comment, then it's time to log into your Google Webmasters account and leave an official welcome message. Even though you're second to the conversation, you will get first position thanks to your ownership of the website.

The introductory note should briefly welcome visitors. It will appear alongside your website so there's no need to repeat your mission statement, but it is a place where you can give helpful navigation tips and stress any actionable items that the casual visitor might miss. You might consider inviting visitors to sign up for your site's email list, for example.

The Future
Users can tie their Sidewiki comments into Twitter and Facebook accounts. They can leave video comments. If the service takes off there will surely be a mini-industry built around comment optimization. Spammers will get hard at work to game the system. But none is really happening now. Despite a bit of fear-mongering on marketing blogs, Google Sidewiki is a long ways away from being something to lose sleep over. 

More Information:

• Google Sidewiki page
• Sidewiki Bookmarklet (useful for browsers without Google Toolbar support)
  
• Google Toolbar Wikipedia entry
• Techcrunch on the Sidewiki debut
• Google Webmaster Tools

I'd like to talk today about social media and nonprofits. I've had a couple of interesting projects lately helping nonprofits put together Facebook Pages, LinkedIn Groups and Twitter sites. I think this is an exciting way to reach out to audience members.

Today: Email Lists

Over the last few years we've focused on email lists. We all have big email lists--tens of thousands of users, segmented all sorts of different ways. We send out dozens of emails a week and they end up seeming not spam.

Facebook Pages

A new era is coming with social media. A big change is Facebook Pages. These are geared toward advertisers although you don't need to have a Facebook advertising campaign to use them. In March 2009, Facebook redesigned Pages to act much more like typical user profiles: there's a wall, there's an activity stream, and you can associate different applications with them.

Two things about Pages are exciting. One is the activity stream. People who sign up as "fans" of your Page see what you're putting out in their individual stream. They'll log into Facebook and see that messages like "Jen just got engaged!" or "Joe is having a bad hair day" and that your organization is having some great event coming up this weekend. You're seen in the association of happy news from their friends. It's different from a spammish email because it's coming in with the context of their friends, which is very powerful for publicity.

The other nice thing about Facebook Pages is that they're public. A lot of portions of Facebook aren't but making Pages public means you can point to them from your website or other social media campaigns.

I think Facebook fan groups are going to be the new email list. They are the way we'll be able to reach out to people. I'm very excited about this because there's all sorts of easy multimedia possibilities. You can integrate with Youtube, with Twitter, with podcasts, etc., embedded for fans of your Facebook page to see as it's happening. This is much more exciting than some of the emails that we send out. They are also more interactive because fans can post things on your fan walls so you can have conversations on your sites.

Intimate, immediate, engaging

What the smart nonprofits are going to be doing is a lot of posting in a style that's authentic and intimate and less worried about being slick than we've typically been.

What I would love to see nonprofits doing is to get serious about video. I'm not talking about fancy video, hauling in videographers for six months shooting a three minute slick commercial. Get an inexpensitve video recorder and start doing five minute interviews with the people your organization serves. This will differ depending on your organization's focus. One advantage to simple videos is that you can convince even the busiest of your interviewees to take out a few minutes. You make these videos and post them to Youtube, Vimeo or directly to Facebook video. It doesn't matter where they hosted but you'll have to make sure they're embedded on your Facebook fan page.

Building our Facebook Fan Page

How to direct? You can direct in the emails you're sending out or through other sources. Twitter is a great way of directing people to what's happening: you send out a 140-character "tweet" with an interesting tease about the video you've produced and a link to the Facebook fan page.

The whole goal is to get Facebook fans. Once you're in as a fan, you show up in their activity streams. All the fans get to see the events you're organizing, the videos. If you have extra tickets to an upcoming event, post about it because people will see it immediately. It's a wonderful way to reach people quickly in a way that's not as intrusive as email (I suspect a lot of younger users are actually checking their Facebook homepage more often than their emails!).

The New Nonprofit Outreach

I'd love to see a lot more of these intimate, almost home-made videos going up on Facebook fan pages and using fan pages as a way of connecting with people. We can think of these as the new email list.

I would strongly encourage nonprofits to use all of these these media to reinforce their message and to find new ways to reach their audiences in a much more engaging, intimate way.

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Martin Kelley is a web developer and social media consultant specializing in nonprofits. This post is a loose transcription of his video, Nonprofits and Social Media. This essay is also available on the MartinKelley.com Facebook fan page.

And a shout-out back to HitTail folks who linked to my article on Adword shenanigans by naming me a superstar! Everyone Loves HitTail: HitTail Helps Superstar Blogger Martin Kelley Save Money. Is it getting hot in here?

I will say that these guys are really good trackers. I sometimes think if I said "hittail" in my sleep I'd awake to an email thanking me for the mention. I'm always surprised at how many companies don't follow their own public commentary on them across the internet, but Hittail certainly does.

Last weekend I found myself with the scenario no solo web designer wants to be faced with: a dead laptop. It was eighteen months old and while it was from Hewlett Packard, a reputable company, it's always had problems over overheating. Like a lot of modern laptop makers, HP tried to pack as much processor power as they could into a sleek design that would turn eyes on the store shelf. They actually do offer some free repairs for a list of half a dozen maladies caused by overheating but not for my particular symptoms. When I have a free afternoon, a big pot of coffee and lots of music queued up I'll give them a call and see if I can talk them into fixing it.

Once upon a time having a suddenly dead computer in the middle of a bunch of big projects would have been disaster. But over the last few years I've been putting more and more of my data "in the cloud," that is: with software services that store it for me.

Email in the Cloud

I used to be a die-hard Thunderbird fan. This is Firefox's cousin, a great email client. I would take such great care transfering years of emails every time I switched machines and I spent hours building huge nested list of folders to organize archived messages. About a year ago Thunderbird ate about three months of recent messages, some quite crucial. At that time I started using Google's Gmail as backup. I set Gmail to pick up mail on my POP server and leave it there without deleting it. I set Thunderbird to leave it there for week. The result was that both messages would be picked up by both services.

After becoming familiar with Gmail I started using it more and more. I love that it doesn't have folders: you simple put all emails into a single "Archive" and let Google's search function find them when you need them.You can set up filters, which act as saved searches, and I have these set up for active clients.

Why I'm happy now: I can log into Gmail from any machine anywhere. No recent emails are lost on my old machine.

Project Management in the Cloud

I use the fabulous Remember the Milk (RTM) to keep track of projects and critical to-do items. Like Gmail I can access it from any computer. While messing around setting up backup computers has set me back about ten days, I still know what I need to do and when I need to do it. I can review it and give clients renewed timelines.

An additional advantage to using Remember the Milk and Gmail together is the ability to link to emails. Every email in Gmail gets its own URL and every saved "filter" search gets its own URL. If there's an email I want to act on in two weeks, I set up a Remember the Mail task. Each task has a optional field for URLs so I put the the email's Gmail URL in there and archive the email so I don't have to think about it (part of the Getting Things Done strategy). Two weeks later RTM tells me it's time to act on that email and I follow the link directly there, do whatever action I need to do and mark it complete in RTM.

Project Notes in the Cloud

I long ago started keeping notes for individual projects in the most excellent Backpack service. You can store notes, emails, pictures and just about anything in Backpack and have it available from any computer. You can easily share notes with others, a feature I frequently use to create client cheatsheets for using the sites I've built. Now that I use Gmail and it's URL feature, I put a link to the client's Gmail history right on top of each page. Very cool!

Another life saver is that I splurge for the upgraded account that gives me secure server access and I keep my password lists in Backpack. There's a slight security risk but it's probably smaller than keeping it on a laptop that could be swiped out of my bag. And right now I can log into all of my services from a new machine.

Keeping the Money Flowing from Clouds

The latest Web 2.0 love of my life is Freshbooks, a service that keeps track of your clients, your hours and puts together great invoices you can mail to them. I'm so much more professional because of them (no more hand written invoices in Word!) and when it's billing time I can quickly see how many unbilled hours I've worked on each project and bang!-bang!-band! send the invoices right out. Because the data is online, I was able to bill a client despite the dead computer, providing my exact hours, a detailed list of what I had done, etc.

Others

Calendar: I always go back and forth between loving Google Calendar and the calendar built into Backpack. Because I can never make up my mind I've used ICal feeds to cross-link them so they're both synced to one another. I can now use whichever is most convenient (or whichever I'm more in the mood to use!) to add and review entries.

Photos: Most of the photos I've taken over the past four years are still sitting on my dead laptop waiting for me to find a way to get them off of the harddrive. As tragic as it would be to loose them, 903 of my favorite photos are stored on my Flickr account. And because I emailed most of them to Flickr via Gmail most of those are also stored on Gmail. I will do everything I can to get those lost photos but the worst case scenario is that I will be stuck with "only" those 900.

Your Examples?

I'd love to hear how others are using "the cloud" as real-time backup.

Martin Kelley is a web designer in the Philadelphia area. Here's the story of his evolution from activist book editor to social media marketer to a magazine editor!

Martin has given workshops and panel presentations on tech issues and on renewal movements in the Religious Society of Friends.

Biographies

TECH:
Martin Kelley is a Philadelphia area web designer who has been building online communities since 1995. An early adopter of user-created media, he was blogging in 1997 and picks up every social media service. In 2008 O'Reilly Media published "Web 2.0 Mashups and Niche Aggregators," his first published tech publication. A professional web developer and consultant, he builds sites and writes about tech issues on MartinKelley.com.

QUAKER:
Martin Kelley is a Philadelphia-area Friend with a love out of outreach and ministry and a passion for looking afresh at Friends' testimonies, language and practices. He is editor of Friends Journal, a monthly Quaker magazine, and publisher of the online community site, QuakerQuaker.org. An early adopter of user-created media, Martin has been building online communities since 1995; in 2008 O'Reilly Media published "Web 2.0 Mashups and Niche Aggregators." He writes about tech issues on MartinKelley.com and spirituality at QuakerRanter.org.

Upcoming Speaking Engagements:

Past Workshops and Presentations

2011:

Speaker, Abington Friends Meeting, "Lessons on Vocal Ministry from Early Friends," talk given at First-day school adult class. Jenkintown, Pa., November 6, 2011.

Class guest, Earlham School of Religion. "Writing for Today's Media Market" taught by J Brent Bill. May 24, 2011. Richmond, Ind. via video.

Panelist, Pacific Northwest Quarterly Meeting, "Simplicity, Integrity, Clarity: What is Plain Speech Today?" Washington State via video. April 16, 2011.

2010:

Speaker, Philadelphia Yearly Meeting, "Finding Fellowship Between Friends Through the Internet," part of the "Friends 2.0: New Tools for Our Faith" speaker series. Arch Street Meetinghouse following Interim Meeting sessions, Philadelphia, Pa. September 11, 2010.

Panel Speaker, Writer's Conference sponsored by Quakers Uniting in Publications. Richmond, Ind., via video. April 2010.

Associate Teacher, Pendle Hill, for a weekend workshop "Convergent Friends and the New Monastics." Pendle Hill Conference Center. Wallingford, Pa. May 2010.

2009:

Speaker, "An Introduction to Convergent Friends." Salem Quarter Meeting. Greenwich, N.J. September 13, 2009.

Facilitator, "Friends Testimonies, What Canst Thou Say?" Two-part session. Young Friends Summer Gathering (Philadelphia Yearly Meeting). Camp Onas, Ottsville, Pa. August 25, 2009.

Co-leader, "Reclaiming the Power of Primitive Quakerism." Weekend workshop. Ben Lomond Friends Center. Ben Lomond, Calif. February 2009.

Presenter, "Friends Schools and Web 2.0" (video). Panel discussion for Friends Council on Education. At Germantown Friends School, Philadelphia, Pa.. January 2009.

2007:

Presenter, Religion and Technology Teachers Peer Network (Friends Council on Education). Center City Philadelphia, Pa., December 2007. Also available as Google Slideshow Presentation

Co-presenter, with C Wess Daniels, for a panel on the Convergent Friends movement. Ohio Yearly Meeting annual sessions. Barnesville, Ohio, August 2007.

2006:

Teacher, "Quakerism 101". four-session course for Moorestown Friends Meeting. Moorestown, N.J. October -November 8, 2006.

Co-faciliator, On Fire: Renewing Quakerism Through a Covergence of Friends. Interest group, FGC Gathering. Tacoma, Wash., July 3, 2006.

Invited Guest, Quakerism classes, William Penn Charter School. Philadelphia, Pa.. April 2006.

Leader, Food for Fire weekend workshop, New York Yearly Meeting's Powell House conference center. Old Chatham, N.Y. February 2006.

2005:

Co-leader, Strangers to the Covenant (five sessions), workshop for high-school Friends, FGC Gathering. Normal, Ill., July 2005.

2004:

Teacher, Quakerism 101 (six sessions), Medford Friends Meeting. Medford, N.J. September-November, 2004.

2003:

Teacher, "Living in the Light" Quakerism 101 course (one session), Central Philadelphia Friends Meeting. Philadelphia, Pa. March 2003.

See also: Publications and Media List

Contact

Email: martink@martinkelley.com
Phone: (609) 365-0123

Whenever I talk with fellow web designers, the issue of "SEO" invariably comes up. That's techie slang for "search engine optimization," of course, that black science of making sure Google lists your site higher than your competitors. Over the years a small army of shady characters have tried to game the search engine results.

Just Give Google the Content It Loves

In theory it's easy to make Google, Yahoo, MSN and the other big search engines happy: give potential visitors site they'll want to visit. Forget the tricks and spend your time putting together an amazing site. Search engines like text, so write, write, write.

I'm looking to join a web design house, which means I've been interviewing with slick web developers lately and whenever they ask me the best way to increase SEO for their clients, I tell them to start a blog. They look at me like I'm an idiot but it's absolutely true: two blog posts a week will end up being over 100 pages of pure content. All of these sites full of Flash animation get you nowhere with Google.

Just a note that any kind of text-rich web system can achieve many of the same results--blogs are just the easiest way yet to get content on your site.

Presenting What You Already Have: Blog your Water Cooler Chat

When I talk to people about starting a corporate blog they quickly start telling me how much work it will be. Bah and Humbug--your company's life is probably already filled with bloggable material!

I used to work in a bookstore where I did most of the customer service, much of it by email. About two or three times a week I'd get a particularly intriguing query and would spend a little time researching an answer (mostly by looking through the indexes of our books and searching the arcane sites of our niche). This research didn't always pan out to a book sale, but it marked our bookstore as a place to get answers and gave us a competitive advantage over Amazon and its ilk. Each of my email answers could have easily been reformatted to become a blog post. By the end of a year, I'm sure the volume coming from these obscure searches would be quite high (see yesterday's Long Tail Strategy post on the HitTail blog for an account of how attention to search engine's one-hit-wonders helped achieve a widespread keyword dominance).

Whenever something new happens that breaks you out of your routine, think about whether it's bloggable. At the bookstore, a new book would come in and we'd spend ten minutes talking about it. That conversation reached half-a-dozen people at most. In that same ten minutes we could have written up a blog post saying much the same thing.

Last Spring a controversial article appeared in the local newspaper that tangentially involved my employer. That morning my workmates gathered together in the reception area for the better part of an hour trading opinions and wisecracks. After about five minutes of this, I slipped back to my office and wrote my opinions and wisecracks down into my blog. I hit post and came back to the reception area--to find my workmates still blathering on, natch. My post reached hundreds and took no more time out of the work day than the reception pontifications.

Humans are social animals. We're always blogging. It's just that most of the time we're doing it verbally around the water cooler with three other people. Learn to type it in and you've got yourself a high-volume blog that will add invaluable content and SEO magic to your site.

Mix up your content: Tag Your Site

Lastly, a point to webmasters: it usually pays to think about ways to re-package your content. My most recently experience of this was tagifying my personal blog over at "QuakerRanter.org." Every time I post there a Movable Type plugin fishes out the key words in the article and lists them afterwards as tags. These tags are all linked in such a way that results send the term through the site's search engine to give back an on-the-fly index page of all the posts where I've used that term.

Tags are like categories except they pick up everything we talk about (when we use them aggressively at least, and especially when we automate them). We don't necessarily know the categories that our potential audience might be searching for and tagifying our sites increases our keyword outreach exponentially. My personal blog has 239 entries but 3,860 pages according to Google. It's the parsed out and re-packaged content that accounts for all of this extra volume. This doesn't increase traffic by that nearly that much, but last month about 30% of my Google visits came from these tag indexes. More on the mechanics of this on my post about the tagging.

Every web designer under the sun talks about search engine optimization (SEO), but it amazes me to see how often basic principles are ignored. I'm in-between jobs right now, which means I'm spending a lot of time looking at potential employers' websites. I've decided to start a series of posts on SEO myths and realities that will talk about designing for maximum visibility.

I just relaunched my personal blog a few days ago, moving it from nonviolence.org/martink to quakerranter.org. I plan to write a whole big piece about it in the near future. But my access logs just picked up something amazing.

An early description of my using the Movable Type blogging platform as a content management system (CMS) for an entire website. I've used these techniques to build websites which clients can easily manipulate and update.