The Social Analyst is a weekly column by Mashable Co-Editor Ben Parr, where he digs into social media trends and how they are affecting companies in the space.

Two months ago, Google threatened to shut down its China search engine over censorship. Yet until today, its China search engine has stayed up with results still censored. Now the search company is finally expected to announce that it’s going to actually follow through and slowly shut down its China search engine.

So why does it feel like Google’s impending decision will not have the impact it could have had two months ago?

When Google first made its declaration, the implications seemed enormous. One of the world’s largest technology companies was reigniting the censorship debate. Governments and activists would query China over the Google attacks and the state of free speech in its country, while Google would be taking the moral high ground as it walked away from one of the world’s largest markets due to principle.

Instead, we’ve had a two month “will they or won’t they?” type of affair that even Google’s co-founder said could take a year or two to resolve. Now that the end game may be close, what will happen when Google actually pulls out of the world’s most populated nation?

The answer, sadly, is not much.

Google Is Trying to Have Its Cake And Eat It Too

Ever since the company’s bold statement on censorship in China, it has kept quiet publicly. Privately however, the company has been in talks with the Chinese government over its operations in the Asian nation. Google’s attempts to run its search engine unfiltered though seem to have failed — not a big surprise for those of us who have been tracking the Chinese government’s Internet policies.

Now the heart of the issue seems to be that Google doesn’t want to completely leave China, even if it does shut down its search engine. The company would like to keep operations in the country. The fallout from the Google-China dispute has already affected Android, which is something the company cannot afford to lose in such a budding market.

Has Google’s resolve wavered? It’s tough to tell, but my guess would be no — it will stay true to its word and shut down the Google China search engine if it cannot serve unfiltered search results.

What is happening though is this: it is trying to have the rest of its China pie while coming out looking like the good guys. Operations in advertising, mobile, and non-search fields would stay open, keeping Google’s foothold in China. At the same time, it could take its moral stand.

A Rock and a Hard Place

The problem though is that the message it wanted to send has already been lost. China has won. Its laws have not changed, the damage to China has been minimal at best, and it looks like it will get to keep one of the world’s most powerful technology companies within its borders. Google, on the other hand, has lost much of the shine from its original announcement, will soon give up a small but valuable piece of the Chinese search market, and has weakened its other initiatives in the communist nation.

After Google was hacked, it was put in between a rock and a hard place. Its actions, while still bold, will not change how things are done in China. Its indecisiveness with how to proceed has made the pressure on China all but evaporate.

Google’s going to finally make the stand it promised to make two months ago. It’s unfortunate that it allowed time to rust the shine of its declaration and take away much of the principle and authority that made the decision so powerful and inspiring.

Tags: china, Google, Google China, google search, The Social Analyst

Here in Austin, I just finished introducing SparkHelp, the project Mashable has decided to support for the Pepsi Refresh SxSW Challenge. We’re competing against two other teams over the next few days to help get our idea $50,000 in funding, which will help make it a reality.

The Project

After lots of great submissions from our readers, we settled on SparkHelp’s simple and timely concept that we think stands to make a huge social impact with the resources of Pepsi and our support.

Here’s how SparkHelp explains their concept:

“SparkHelp’s idea is to encourage local communities to band together with a Foursquare meets Craigslist application. The idea is simple: anyone can place a call for help and anyone can answer that call. Help can be sought for anything: fence repair, car repair, computer work, dog walking, etc.”

With the increasing popularity of location-based apps on smartphones, think about being able to turn on SparkHelp when you have a couple hours free to find a project in your neighborhood – from the simple helping a neighbor in need to helping build a local playground. This makes getting involved simple, timely, and free of any long-term commitment.

We think this vision can be realized with a $50,000 grant from the Pepsi Refresh Project, allowing the team behind SparkHelp – lead by Brian Milner – to build its website as well as the apps for all of the major mobile platforms.

How to Support It

The winner will be chosen based on which project gets the most tweets that include its own unique hashtag. Our hashtag is #RefreshMashable – if you believe in the SparkHelp concept, be sure to include it on all of your tweets until voting ends on Monday, March 15th, at 11:59 CT. You can follow the voting in real-time on the Refresh SXSW Facebook Page.

Also, if you’re at SXSW, your registration bag includes a “VOTE” button with room to write in the project you’re supporting – you can add the #RefreshMashable tag there as well (find me if you need a sharpie!). The SparkHelp team has also setup a Twitter account where you can track progress and activities. Thanks for your support!

Adam and Brian Do Oprah Radio

Brian and I also got a chance to appear on the Derrick Ashong Experience on Oprah Radio earlier today to talk about the project. Here’s a snapshot:

Tags: pepsi refresh, sxsw, sxswi

There’s no doubt Google has a sense of humor — its excellent April Fools jokes are a testament to that. But there’s a wealth of funnies that can found any time of the year too. Here we pull together a handy list of Google “Easter eggs” that you can uncover right now.

Bearing in mind we’re working up another list covering surprises that can be found in Google Maps, Earth and Street View, have we missed any other tricks from those crazy Google funsters? Do share in the comments below.

1. Try a Different Version of the Google Homepage

---

Sure, Google’s doodles make the famously sparse homepage a little more funky on certain days, but there are ways to jazz it up any day with some homepage tricks that will turn your search base into a pirate-, Klingon- or even Swedish Chef- themed online property.

Most of these work by entering an exact search term and then hitting the “I’m Feeling Lucky” button. There’s a ton of these, some of which have been active for a while.

Google nods to open source software with Linux- and BSD devil-themed options that can be activated by typing “google linux” and “google bsd” then hitting the IFL button.

Those partial to a bit of grog meanwhile can get their Google homepage pirated by doing the same with “xx-pirate.” Google will display in “hacker-speak” if you type in “google l33t.” The Klingon version can be found with “xx-klingon,” and if you want some bork with your Google, enter “xx-bork” to go all Muppet Show.

Even more options include pig latin (“xx-piglatin”), an Easter egg-themed page complete with bunny mini-game (“google easter egg”), and a dark gothic way to search (“google gothic”). Typing “elgoog” offers Google backwards, and there’s an Elmer Fudd tribute at “ewmew fudd.” Finally, it’s not quite a whole homepage change, but entering “ascii art” will make the Google logo display in that style.

2. See Quirky Calculator Results

---

While the few funny answers Google offers via its Calculator app don’t quite top the amusement to be had by typing 5318008 into your upside-down elementary school calculator, they are nonetheless another sign that the search giant doesn’t take itself too seriously.

Case in point — searching for the number of horns on a unicorn makes the Calculator app spring into life with the answer “1,” which is the same number it returns if you ask Google what the loneliest number is. Searching for “once in a blue moon” brings up “1.16699016 × 10^-8 hertz.”

And, always a classic, searching for “the answer to life, the universe, and everything” will trigger the Calculator display “42,” which we all know is a reference to Douglas Adams’s The Hitchhiker’s Guide to the Galaxy.

3. View Search Results Funnies

---

A classic, third-party search gag is revealed by asking Google to “find chuck norris” and hitting the “I’m Feeling Lucky” button. The result, in bold red, reads “Google won’t search for Chuck Norris because it knows you don’t find Chuck Norris, he finds you.” Suggestions for the next course of action include, “Run, before he finds you.”

Although not falling into the Easter egg basket, some of the auto-suggestions that can be found via Google’s search service are pretty funny, too.

4. Get Teddy Bears and Ninjas

---

Google programmers have messed around with code for both Picasa and Google Reader to yield some surprising results.

Taking Picasa first, when in the desktop software, hitting control-shift-y will make a teddy bear appear. Hitting the same combo again will give the first teddy a new buddy, and so on. It’s since been revealed this was the childhood bear of photographer and photoblogger Noah Grey who worked with Google on the project.

Reader, meanwhile, gets an even more comprehensive Easter egg. With a reference to the old Konami video game cheat code — that, depending on the game, would give you 30 lives or other bonuses — hitting up, up, down, down, left, right, left, right, b, a, will make your RSS feed reader go into “ninja” mode.

As well as making some of the screen blue, all your feeds will read “30,” and some of the icons will change (e.g. the like/unlike buttons, which turn into animated hearts). A little cartoon ninja will actually appear on the right hand side of your screen.

5. iGoogle Theme Surprises in the Wee Hours

---

iGoogle skins are practically chocolate-coated with so many Easter Eggs to be found within. A wide selection of the themes — which tart up your browser bar with pictures that change throughout the day — have a secret that’s revealed at 3:14 AM PST every single day.

Selecting the “beach” theme will mean the Loch Ness Monster makes a mysterious appearance for one minute every day at that time. UFOs will hover over the skyline in “City Scape” and the Yokai, from Japanese folklore, show up in “Tea House”.

Meanwhile, a cartoon monster makes a brief appearance in “Spring Scape,” pi appears in the sky in “Sweet Dreams,” and the Northern Lights put on a show in both “Winter Scape” and “Holiday Village.” Still more include a snow tiger in “Aja Tiger,” pumpkins in “Autumn,” a galleon sailing along in “Hong Kong,” and a spider in “JR.”

It’s almost certainly no coincidence that “3.14″ are the first three digits of pi. It’s the kind of witty play on numbers the Google staffers seem to love and, let’s face it — so do we!

More Google resources from Mashable:

---

- 5 Ways to Use Google Wave for Business
- Google Wave: A Complete Guide
- Google Buzz: 5 Opportunities for Small Businesses
- Google Buzz: What is it Good For?
- 5 Impressive Real-Life Google Wave Use Cases

Tags: easter eggs, Google, google reader, google search, iGoogle

If you had to pick the one buzzword that’s dominating social media chatter today, it would have to be location. Just over a year ago, Foursquare burst onto the scene at the SXSW conference in Austin, TX. Since then, it’s only grown dramatically.

The result has been a battle for domination in the geolocation space. While many still think Foursquare could be the next Twitter, rivals such as Gowalla are giving the mobile startup some heat, and big players such as Facebook and Twitter are launching location features or are about to launch them.

Our own Pete Cashmore sat down with Bloomberg’s Cris Valerio to discuss the location trend, the battle brewing between Foursquare and Gowalla at this year’s SXSW, the gold mine that is location-based advertising, the iPad, and even a little bit about the future of Mashable.

It’s quite a fascinating video — if you do watch it, let us know what you think of the location trend (and Pete’s on-air performance) in the comments.

SXSWi (the South by Southwest Interactive conference) is certainly our favorite track of the SXSW experience, but it’s not the only portion of the festival taking place this weekend. Film goers are out en masse in Austin too, and directors — both big and small — are using the event to showcase their films. Or in some cases, using it to show off preview of their films.

Texas-native Robert Rodriguez (whose Troublemaker Studios is based in Austin) showcased the first preview of July’s Predators, his newest movie, last night.

Predators stars Adrien Brody and Topher Grace in what is essentially a reboot of the storied franchise. Rodriguez, a fan of the original series, produced and contributed to the screenplay. Fox already has a Predators website, complete with Twitter and Facebook integration.

The preview that was shown at SXSW is already online and you can watch it here:

Knowing Rodriguez’s love of digital filmmaking and his Predator fandom, we fully expect to see a digital — possibly even viral — campaign for the film, especially as we edge closer to release. The full trailer will be online on March 18th.

So, are you excited about Predators? Let us know in the comments!

Tags: movie trailers, Movies, Predators, sxsw, sxsw2010, sxswi

Hooray for Hollywood! — the big winner this week in our roundup of the top 10 Twitter trends. From the Oscars to Alice in Wonderland (and of course, Justin Bieber), celebrity — whether be it music or film — dominated the Twitterverse.

The latest data, which comes from our friends at What the Trend, gives us a snapshot of what topics dominated Twitter. Given the topical nature of the list, hashtag memes and games have been excluded.

Tween-favorite Justin Bieber lost his spot at #1 to the Big Show — AKA the Oscars. The 82nd Academy Awards dominated Twitter on Sunday night and was the most discussed topic of the week as a whole. Don’t feel bad for Bieber though: he’s still number two on the list.

Now, who’s hot who not/Tell me who rock who sell out in the stores. Well, that would be B.I.G P-O, P-P-A, also know as the Notorious B.I.G. The legendary Brooklyn rapper, who was murdered 13 years ago this week, was #5 on this week’s list of trends. More than a decade after his tragic death, Biggie continues to be a larger than life figure.

Music continues to be a big topic of discussion on Twitter, with artists like Lady Gaga, Bieber and the Jonas Brothers all appearing on the list. We expect to see Lady Gaga next week too, given the camp-infused epic music video for “Telephone” that was released at the end of the week.

Looking forward, we predict Justin Bieber, the iPad and Twilight: Eclipse to all appear on the chart next week.

You can check past Twitter trends in our Top Twitter Topics section as well as read more about this past week’s trends on What The Trend.

Top Twitter Trends for 3/7 – 3/13

Tags: top twitter trends, twitter, What The Trend

The creator of Chatroulette has revealed that he is working on a way to preserve user’s privacy, following the launch of Chat Roulette Map, a Google Maps mashups that pinpoints the location of users of the service.

Andrey Ternovskiy, speaking in an interview with the New York Times Bits blog, stated, “There is a certain level of anonymity on the Chatroulette that Chatroulette Map takes away, but I plan to add something to my site to allow them to still hide their whereabouts.”

Chatroulette Map highlights a Chatroulette user’s location by looking at his or her IP addresses, which is revealed via the peer-to-peer nature of the webcam connection. As well as placing a marker on a map, users are screengrabbed, offering anyone in the world a brief sneak peak through a stranger’s webcam.

This has drawn criticism from privacy advocates, although those behind Chatroulette Map say they will remove an image and marker on request if emailed a matching photo to ensure the authenticity of the request.

17-year-old Ternovskiy, a Russian student currently visiting the U.S., says of ChatRoulette Map, “I enjoy it”, but obviously realizes his users — some of which appear to have a penchant for public nudity and masturbation — might be less likely to use the service without the anonymity it previously offered.

However, this does not mean Ternoviskiy is green-lighting the use of the service for such NSFW activities. He has introduced a “report” button, which will see someone “reported” three times banned from the service.

Other points of interest from the interview are the fact that Ternovskiy has yet to collect his Google AdWords earnings as he’s is still under 18, that he’s been offered a $1 million buy-out, and that last month 30 million unique visitors hit Chatroulette, which is averaging one million new users a each day.

Tags: chatroulette, chatroulette map

This post is part of Mashable’s Spark of Genius series, which highlights a unique feature of startups. If you would like to have your startup considered for inclusion, please see the details here. The series is made possible by Microsoft BizSpark.

Name: Giiv

Quick Pitch: Giiv is a mobile gifting service that delivers gifts in real time in the format of a friendly text message.

Genius Idea: Gift certificates are an awesome (if occasionally generic) way to say “You rock!” Giiv.com makes this process easier by letting you give gift cards and certificates to someone you care about via text message.

Giiv.com is fairly simple: you find a gift that you want to give a friend or loved one, and then you enter in his or her mobile number and a note. Giiv.com texts them a URL and a giiv code to redeem his or her gift, either with a retailer or online.

There is a $0.99 processing fee added on to the gift amount, which seems pretty fair considering the convenience factor. You can get gifts from Barnes & Noble, Amazon.com, TOMS Shoes, Fandango and others.

Sure, you can give a lot of gift certificates electronically over e-mail, but text message can be even faster — depending on the person you are giving to. Plus, if you have an iPhone, you can use the free Giiv iPhone app, which is really cool.

How do you give gifts online? Let us know in the comments.

Sponsored by Microsoft BizSpark

BizSpark is a startup program that gives you three-year access to the latest Microsoft development tools, as well as connecting you to a nationwide network of investors and incubators. There are no upfront costs, so if your business is privately owned, less than three years old, and generates less than U.S.$1 million in annual revenue, you can sign up today.

Entrepreneurs can take advantage of the Azure Services platform for their website hosting and storage needs. Microsoft recently announced the “new CloudApp()” contest – use the Azure Services Platform for hosting your .NET or PHP app, and you could be the lucky winner of a USD 5000* (please see website for official rules and guidelines).”

Tags: gift certificates, giiv.com, iphone apps, SMS, talkshoe, web apps

Hunch, a New York City-based startup founded by Flickr co-founder Caterina Fake and SiteAdvisor founder/angel investor Chris Dixon, has raised $10 million in funding for its questions and recommendations site.

Nearly a year ago, Ms. Fake revealed her new startup to the world. Her goal: to create a service that would help people make decisions via crowdsourced questions and advice from its users. Hunch launched last June and has been growing steadily ever since (it peaked at nearly half a million U.S. visitors last month).

According to MediaMemo, the startup has raised $10-$12 million from Khosla Ventures and previous investors General Catalyst Partners, Bessemer Venture Partners, and original angel investor Ron Conway (an early investor in Google and PayPal). The lead investor seems to have been Gideon Yu, the former CFO of YouTube and later Facebook.

It’s tough to bet against Hunch and its stellar leadership team. Our tests of the service have always been a positive experience, although it’s tough to say just how much of a market exists for their service. Hunch also has some valuable data that could be an asset into the future.

Tags: business, funding, hunch, venture capital

Amid class-action lawsuits over privacy and subsequent FTC inquiries, Netflix announced today that it will not be pursuing the next Netflix Prize.

For more than three years, individuals competed to win the $1 million Netflix Prize, in the process improving the company’s algorithm for recommending movies to its users.

When the results were first announced last summer, Netflix followed them up with an announcement that a second contest would take place.

Unfortunately, the next iteration is not to be. A class action privacy lawsuit arose when a customer claimed that the rental information that Netflix makes available for use in the contest wasn’t anonymous enough and could theoretically be linked to her and reveal her sexuality.

As Ars Technica notes, researchers have often said that the external data source could be linked to an individuals renting history, something that does present certain privacy risks.

Netflix has settled the class action suit and the FTC inquiry, but the Netflix Prize is no more. While we understand the potential privacy concerns and why this could be an issue, we’re sad to see the Netflix Prize go.

Netflix said that it intends to continue to look at how it can collaborate with the community when developing its recommendation engine. Here’s an idea: Ask people if they are willing to opt into public research. Frankly, I’d be more than willing to do that in exchange for better and more accurate movie recommendations.

What do you think about the end of the Netflix Prize? Let us know!

Tags: netflix, netflix prize, privacy, recommendation engine

Yesterday, Foursquare turned one. You read that right: The mobile social network that made its splash at SXSW 2009 and has tremendous buzz is just 366 days old.

Despite that short amount of time, Foursquare has more than half a million users, 1.4 million venues and 15.5 million checkins, and it’s still growing. Experian Hitwise decided to use this milestone to analyze Foursquare’s growth.

As you might imagine, not only have Foursquare’s mobile apps seen growth, but so has Foursquare.com. What did strike us as surprising is that the site’s number-one referrer is Facebook, which accounted for a whopping 33% of upstream visits last week. That’s even bigger than Google (22%) and Twitter (8%) combined. It’s yet another indicator of how much traffic the world’s largest social network can drive.

Searches for Foursquare have also been sharply rising, accounting for around 0.00032% of all U.S. searches. Its most recent peak was February 20, about the time Please Rob Me was gaining the press’ attention.

With more than 15.5 million checkins and nearly 300,000 yesterday (many due to SXSW), Foursquare seems to have a bright future. However, competition from Gowalla, Yelp and Facebook in the local space could give the startup a run for its money this year.

Tags: foursquare, Mobile 2.0

For years now we have all found solace and joy in Charlie Schmidt’s “Keyboard Cat,” a musically inclined feline with Beethoven-sick skills and a mischievous mien. Now, a new kitty is on the scene: Bento. And believe you me, this Cat’s got synth-drenched magic coming out of his claws.

By now we all know the story of Keyboard Cat — a video born 30 years ago when an unemployed performance artist named Charlie Schmidt turned camera and creative eye to his cat, Fatso.

Years later, Schmidt uploaded the vid to the Internets and, lo and behold, people liked it. Because, well, people enjoy cats — especially when they’re acting like people.

Now, with little fanfare, a new video has been uploaded to Schmidt’s YouTube channel, the description of which reads:

“REJOICE!!! The waiting is over. As predicted by Keyboard Cat Church…He is back!!! Fatso is reincarnated as ‘Bento.’ He comes with Fatso’s approval, support, talent and spirit. It is truly time to celebrate!”

Check it out below. Minds will be blown. (And before you ask, commenters: Yes, it is a slow news day, but that doesn’t make this video any less awesome.)

[via Peggy Wang at Buzzfeed]

Tags: humor, keyboard-cat, music, viral video, youtube

Geoff Livingston co-founded Zoetica to focus on cause-related work, and released an award-winning book on new media Now is Gone in 2007.

Addressing the very private nature of intimacy remains the most difficult aspect of sex-ed on the social web. While “Public Health 2.0″ is a top priority for related causes and organizations, it can be difficult to approach from a social media standpoint. Because it’s the most private and sensitive of issues, many people are embarrassed or offended by conversations about sex.

However, many organizations, from mass media outlets to cause-specific efforts, are still attempting to use social tools to address reproductive health issues. The difficulty in running a successful effort lies in navigating the troubled waters between an individual’s right to privacy and the public need for sex education online.

Finding the Balance Between Public Education and Privacy

---

A very provocative effort may raise some eyebrows, but at the same time fail to generate conversation. The issue may be too sensitive for most — except for a minority of outgoing, extroverted online citizens.

For example, Sex Really discusses violence towards women in dating situations. Sex Really takes the initiative on pointing out tough topics and assumes conversation will occur offline, though some folks do choose to interact with the Sex Really team online. The effort uses a variety of media from its own site, as well as a Twitter account.

The site takes a rightful strong stances against violence towards women, yet the public conversational results vary. That doesn’t mean the effort isn’t successful in educating readers.

“This campaign has made effective use of social content, messaging related to social behavior change, and content aggregation,” said Beth Kanter, author of the popular Beth’s Blog.  “It’s hard to tell why there isn’t more conversation on the site from the target group (e.g. comments on the podcast posts) — they do have an active Twitter stream.   They also have a link to [Planned Parenthood] where [users] can get private information or connect with a health counselor for advice.”

Another example of an open site that gets some decent participation (but still less than similar non sex-ed campaigns) is MTV’s GYT (Get Yourself Tested). Because the effort is tied into the popular TV show 16 and Pregnant, there are a lot of eyeballs landing there.

Integrating traditional media into a social web campaign is one way to incite conversations about getting tested for sexually transmitted diseases (STDs). While educating themselves, participants not only sound off, but in some cases could win an opportunity to appear on the cable network — a great motivator to get people talking. There’s a GYT Facebook Group with 2,500 fans (which is comparatively low, considering other teen-oriented Pages get tens of thousands), and some decent online conversation.

Clearly, though, openness can actually act as a barrier to communication for such a sensitive issue.

Full disclosure: Beth is a business partner of mine.

Privacy Protections Can Drive More Participation

---

One organization committed to the sex ed space is ISIS, Inc., a non-profit organization based in Oakland, CA. They have had two very successful efforts: The Say What Contest and the inSpot notification service. ISIS efforts use technology to provide privacy guarantees first, then encourage the social conversation. By putting privacy at the forefront of what they do, ISIS is able to boost participation.

The Say What Contest uses incentives to get youth and young adults to talk. Specifically, the contest asked teens and twenty-somethings what the worst advice they got from their parents was. The goal was to highlight misnomers passed on from generation to generation. User stories are posted in podcast format.

“Youth used their own cell phones or landlines to call a private digital phone number and tell their stories,” said Deb Levine, Executive Director and Founder of ISIS. “Entrants’ phone numbers were stored in a data file that was password-protected and only available to contest sponsors in order to contact contest winners. We used a moderation feature for the widget such that we only included entrants who did not state their full name or location. No phone numbers were associated publicly with entries selected to be included in the widget.”

“The Say What campaign was a compelling contest that focused on the gold mine of good and bad sex advice teens have heard,” said Scotty Hendo, principal at CauseShift. “I liked how they used the telephone to capture stories directly from the teens. Plus, creating a widget helped spread the word and offer more people the chance to listen and rank contestants … [T]he campaign was a creative way to get teens to critically question what they’ve been told by their peers and adults.”

ISIS’s other project deals with an even greater social taboo. Many people experience great shame in finding out they have contracted an STD, and don’t want to admit it to their past and present partners. In an effort to stop the spread of STDs, the inSPOT network allows users to sign on to a private local community and send an anonymous e-Card to partners from a “concerned friend.”

“80% of senders choose to send their e-mails anonymously, and 80% of senders also choose to include a personal message,” said Levine. “The site has no backend database to collect information on sender e-mail addresses, recipient e-mail addresses, or personal messages. Currently, most users of inSPOT are using dynamic IP addresses which cannot be traced back to their computers or computer networks. We also use CAPTCHA to discourage spammers and bots from sending out multiple cards.”

The “Share it if You Like it” Approach

---

Making traditional media sharable on the web is another approach. While this strategy doesn’t break much ground in terms of social media, it hinges on creating content compelling enough that people will want to share it on their own networks using a service like AddThis or ShareThis.

Consider the original and critically acclaimed PBS TV program The Education of Shelby Knox, which discusses abstinence versus sex education in the deep South. The website assumes you will want to sound off about the show positively or negatively (and thus sex education) on your own social networks using the ShareThis service, or even go so far as to plan an event in your neighborhood.

“In terms of using a video with someone like Shelby, I do think it makes it much easier for people to discuss the issues because it’s not about ‘their kid’ — because no parent wants to believe their kid would be the one having sex in the school bathroom or whatever,” said Kivi Leroux Miller, president of Nonprofit Marketing Guide.com. “Making the conversation about Shelby and her friends allows people to share their opinions, fears, etc., while giving them some cover, since it’s not about them personally.”

Whether or not that cover translates into real social media discussion of sex education is another story. However, the site is still getting comments years after the show’s original air date.

More social media resources from Mashable:

---

- 3 Ways Educators Are Embracing Social Technology
- How Twitter in the Classroom is Boosting Student Engagement
- HOW TO: Prepare for Disasters Using Social Media
- How Companies Are Using Your Social Media Data
- The Science of Building Trust With Social Media

Image courtesy of iStockphoto, LaurenSimmons

Tags: education, facebook, List, Lists, non-profit, sex, sex ed, social good, teens, twitter

Thanks to this week’s advertisers and partners for enabling us to bring you the latest social media news and resources. Mashable’s sponsors are as social media savvy as our readers!

Advertise with us and get noticed.

Help us to help you. Mashable is seeking out site sponsors for our large, diverse audience — social media users, venture capitalists, early adopters, developers, bloggers, and many more. You’ll receive hundreds of thousands of views a day in addition to weekly recognition to thank you as our premium sponsors. Are you interested? Contact us for more information and to receive our media kit and rate card.

This week, our valued sponsors are Gist, phpFox, Yield Software, Clickatell, Influxis, Microsoft BizSpark, MailChimp, Sun Startup Essentials, MaxCDN, and Eventbrite.

Gist helps you build stronger professional relationships by bringing together information from across the web for all your contacts and their companies giving you the right information at the right moment to get a first meeting, deliver an amazing pitch, or just find a better way to make a connection. Gist does all the work for you, assembling a dynamic collection of all your contacts and their companies from your email inbox, your social networks, or even your CRM system automatically building and updating their profiles as new content is published – by them or about them.

phpFox is a feature packed social networking script. Our goal is to provide your community with features found on major social networking sites. The platform gives you full control with your websites layout giving you the ability to easily create a unique look direct from the comfort of your Admin Control Panel. Try the new phpFox2 with a brand new engine; our fastest, coolest and most feature packed version ever. Start tomorrow’s next big thing today with phpFox!

Yield Software’s Yield Web Marketing Suite optimizes paid search (PPC) natural search (SEO) and landing pages, all in one easy-to-use Web-based system. A simple, intuitive interface together with sophisticated algorithms work seamlessly to optimize SEM campaigns every minute of every day, enabling growing businesses and their agencies to lower costs, improve performance, and increase profitability. Yield also offers a free SEO Analyzer, which delivers a report covering how well a site is optimized and suggestions for improvement. Yield Software—Web Marketing Made Easy.

Clickatell offers mobile social networks the opportunity to measure their return on investment: Not only does Clickatell offer an Interactive Campaign Manager tool that allows you to monitor and intervene in your customer campaigns in real time, it also generates and manages database integration and comes with additional marketing tools. Track the delivery status of your text messages and the responses; take the guesswork out of campaigning. Your valuable messages will always be delivered as our products allow for message escalation to alternative delivery gateways. Social networks are also, through the account management package, given control over network channels and connectivity options. All necessary tasks have been automated and our central interface allows you to manage multiple connections and projects at the same time.

Which leading social networking companies have chosen Clickatell as a mobile messaging partner? Read our success stories here.

Influxis is an official Adobe hosting partner and resource for the Adobe Flash Media Interactive Server. Influxis provides Flash hosting plans for all levels of use – beginner to enterprise. With a reputation for exceptional customer service, Influxis provides an extremely reliable international network of FMS servers in the U.S., U.K., and Germany.

BizSpark is a program which offers new software businesses and entrepreneurs access to Microsoft design, development, and production tools with no upfront costs for up to three years. Members can also connect with a nationwide community of Network Partners – investors, incubators, service providers, and entrepreneurial organizations – who are keen to help.

For more information, or to connect with a Microsoft BizSpark advisor, please visit MicrosoftStartupZone.com/BizSpark.

MailChimp is a powerful, easy-to-use email marketing service. You design, me deliver.

If you’re working for a startup, Sun can help you get it off the ground fast. We created the fee-free Sun Startup Essentials program offering deep discounts on industry leading, power efficient systems and storage products, optimized open-source software, massively scalable Web hosting services, plus free visibility via Sun’s co-marketing engine. It’s time to build your business on the kind of infrastructure that can scale right along with the skyrocketing demands of success. Find out about Sun Startup Essentials today!

MaxCDN – Content Delivery Network. MaxCDN makes it easy and affordable to get maximum global performance from your site and enable your visitors to get the most out of their visit! MaxCDN offers: resistance to the Digg effect, SSL Integration, No Setup Fee, US-based customer service, No Commitments. Get 1 TeraByte for just $10 today!

Eventbrite is an online events marketplace where tens of thousands of individuals, businesses and organizations of all sizes manage, promote and sell tickets to their events. Make your event a success on Eventbrite.

Additionally, thanks to the following partners for making Mashable happen:

Thanks to ConVerdge for implementing our My Mashable social network and W3 EDGE for the development and maintenance of Mashable.com

Mashable would also like to thank AttentionPR for their PR support. AttentionPR proves that PR today is measurable, transparent, and yes, social. Learn more about AttentionPR.

Rackspace is the better way to do hosting. No more worrying about web hosting uptime. No more spending your time, energy and resources trying to stay on top of things like patching, updating, monitoring, backing up data and the like. Learn why.

iStockphoto offers easy, affordable inspiration with millions of safe, royalty-free photos, illustrations, video, audio and Flash® files. Using the most accurate search in the business, customers download a file at least every second from a collection of more than five million files for business, marketing and personal projects. iStockphoto started in 2000, pioneering the micropayment photography business model, and has become one of the most successful and profitable user-generated content sites in the world. iStockphoto pays out approximately $1.2 million weekly in artist royalties. iStockphoto is headquartered in Calgary, Alberta, Canada, and is a wholly-owned subsidiary of Getty Images. Mashable readers save 10%.

Founded in 1998 as a free service, Dynamic Network Services Incorporated (Dyn Inc.) now operates two extremely reliable, “rock solid”, global DNS platforms; DynDNS.com for home/SMB users and the Dynect Platform for corporations and enterprises. As a leading provider of managed DNS services, Dyn Inc. plays a key role in keeping the Internet’s DNS infrastructure running smoothly, handling trillions of queries per day and servicing nearly four million active users. With a range of innovative solutions, from domain name and e-mail services on DynDNS.com, to failover, load balancing, traffic management and CDN balancing services with the Dynect Platform, Dyn Inc. remains committed to world class customer service and engineering excellence. Uptime is the Bottom Line. For more information about Dyn Inc., visit www.dyn.com, e-mail hello@dyn.com or call +1-603-668-4998.

ConcentricSky offers web development and strategic consulting services with a focus on emerging technologies such as Social Media and iPhone Apps. From simple websites to integrated web applications, we deliver innovative solutions that exceed your expectations – not your budget.

We can get your name out there.

Contact us for more information about supporting Mashable’s growth and development. Alternatively, visit our advertise section for more details about:

-Competitive direct ad sales

-Sponsorship Opportunities for Events and other channels

-Sponsored giveaways and contests

-Custom ad deals and partnerships

CPM-based advertising is available through our partner, Federated Media, but if you contact us directly, you’ll be entitled to exclusive unpublished discounts.

The iPad officially became available for pre-order earlier today and while plenty of you are still debating about whether or not to pre-order, it appears as if the device might already sold 51,000 units in just two hours via pre-order. Wow.

If you’ve ever doubted how dedicated Apple fans are, the background on how these figures were determined will assuage any doubts. A group of particularly prudent Apple fans from the APPL Sanity Board at Investor Village decided to put together a spreadsheet of order numbers, times that orders were placed and contents of those order. As someone who has been known to obsess over Apple details myself (tracking a freightliner from China to the US with 27″ iMacs on-board in order to better guestimate delivery time), my hat is off to these folks!

Using this information, they were able to come up with a baseline for the number of items being sold through the Apple Online Store.

Fortune’s Phillip Elmer-DeWitt reports:

“51,000 orders in two hours,” announced Victor Castroll shortly after noon. He’s an analyst with Valcent Financial Group and an AAPL Sanity member who, with the blogger-analyst who calls himself deagol, has been monitoring the spreadsheet.

This matches other estimates from blogger Andrew Erlichson who wrote:

“We just bought two iPads, about 30 minutes apart. Our order IDs are 10,000 apart. Assuming those order IDs are sequential, and they appear to be, then Apple is selling 20,000 iPads per hour.”

Now as with anything unofficial, there are caveats — major ones — assuming that the order number system has been identified and “cracked” so to speak, this would really be more accurate for all orders placed through the Apple Store, not just iPad orders.

Additionally, these figures wouldn’t account for orders with multiple iPads (you can only pre-order two at a time). This also doesn’t include any reservations to pick up an iPad at a local store (no payment information is required for that and you aren’t given an order number).

Still, it’s safe to say that the majority of orders placed through the Apple Online Store are for the iPad.

I’ve reached out to Victor Castroll for a more recent update and will update the post if I’m able to get any more information.

Update: Victor Castroll from the Valcent Financial Group and AAPL Sanity got back to us with some numbers that account for approximately the first 6 hours of sales. Here’s what he tells us:

“We’re at 90k in 6 hours. Keep in mind, this doesn’t include multiple orders but we have some dirty data from regular Apple business which now is about 4k orders out of the 88k orders. So, we estimate Apple has already sold about 90k today, not including in-store reserves.

“$54 million in revenue in a quarter of a day is a great opening. Looks like contrary to much speculation about who would actually want one of these, like the iPhone, people are voting with their wallets. Considering these are just pre-orders for a product still three weeks out, iPad is home run.”

Indeed, 90,000 pre-orders in just one day is extremely impressive!

Update 2: Deagol, the guy who is behind the number crunching is now reporting that a conservative number for iPad first-day pre-orders is 120,000 units. WOW.

Additionally, Deagol has offered more information about the methodology he uses to estimate sales:

… This web order sequence of course includes all Apple products sold through the US Online Store. But for today, this is relatively insignificant when compared to the iPad orders. The average daily order volume from January 16 to March 5 was about 16 thousand orders per day. From March 5 until to the first order submitted after the store opened today it was about 14.5 thousand per day.

Amazing! If you want to contribute to the sample, send your iPad order number with the last three digits removed (just use XXX for them), the exact order time from your order-confirmation e-mail and time zone to ipadsales10@gmail.com. Include your iPad specs (size, 3G or WiFi only) too so that the types of orders can be better analyzed.

Tags: apple, ipad, ipad preorder, trending

Greg Rollett runs a music marketing company from his laptop in Orlando, FL. He is an advocate of the New Music Economy and very hopeful that artists can still live the rock star lifestyle in the digital age. Connect with Greg on Twitter, @g_ro.

Today’s musicians, both mainstream and indie, are using social media to connect with fans, build anticipation, and generate revenue in new and unique ways. The products range from singles to mix tapes to digital six-packs, even oddly shaped USB sticks, vinyl, and the occasional traditional album.

But how are these artists reaching their new fan bases online through social channels? Much like the business world, social media promotion for musicians is still a very new game, with no exact recipe for platinum success.

There are however, some innovations being put forth, and a new connection is being formed between artists and fans — a connection that empowers both to give each other what they are looking for.

Fan-Funded Projects

---

We have all heard about the success of micro lending organizations like Kiva, which use multiple small payments to contribute to a larger goal. The same process is being applied to creating an album or a music-based project.

One such project is the Washington D.C.-based indie hip-hop group Panacea. The producer/MC duo listed their project on Kickstater, a funding platform for artists, designers, filmmakers, musicians, journalists, inventors, explorers, and others.

The project was posted on the morning of February 26th. According to Jeremy Calvery, the group’s Director of Digital Media and Promotion, “We were at $1,000 before the end of the first day. We had to increase the number of $200 packages from three to five over the weekend because people were e-mailing and literally begging for the chance to ‘buy’ the whole back catalog. Less than five full days from the first e-mail to the list, we had reached the funding goal of $3,800, which was set to be just a bit more than what the minimum press of 250 vinyl copies was going to cost.”

Another hip-hop outfit, the Get Busy Committee, also launched a project on Kickstarter. In their drive to raise $3,218, they included one premium pledge level at $1,000 — an investment that netted the donor a song about him or herself to be included on the record, as well as a platinum plaque. They sold this spot within 24 hours.

Using Video to Create Buzz

---

Another approach musicians are taking is the use of web video series. Indie pop artist Mike Posner has been telling his story over the course of a video series titled “One Foot Out The Door.” Daniel Weisman, Mike’s manager, stated that he was attempting to create an income stream for Mike while he was finishing college and working on his debut album.

Daniel and his management company Elitaste were approached by the shoe company Puma about integrated artist campaigns. Puma ended up sponsoring Mike’s last semester in college, and provided a camera crew to follow him from classes, to the studio, to shows all over the country.

Daniel wanted to do something special for the Mashable readers when I reached out to him, so fresh off the upload, here is the premier of Episode #10 of “One Foot Out The Door.”

Live streaming has also been worthwhile for big announcements. Underground artists the Kottonmouth Kings turned to Ustream to tell their fans all about their new album and when they could expect it in local stores.

The video was watched live and formatted like a press conference, with fans getting the chance to ask questions and share their feedback. It was a smart way to bring their fans into the experience and give back to the community that has supported them for 10+ years.

Creativity From the Fans

---

Rob And Kal are a pop/rock act from the UK who are taking fans inside their studio and the music creation process. They call it Mubla 2.0, which Rob defined as “our interactive recording project where we come up with song ideas and you help us develop them with your comments, suggestions and musicianship.”

So far they have five songs in progress with fans like Adam saying, “I just feel the intro has a little too much going on and 2.33 to 2.56 I almost want the piano to play and pull at the heart strings.” Another commenter named Russell gave tips like, “Think drums and a bit more of heavier guitar would go down nicely particularly near end.”

This concept empowers fans and gives them a product they feel responsible for and connected to. The project can only strengthen the bond between fans and artists, and result in an easier sale when the time comes to release an album.

Reaching Out to Non-Music Bloggers

---

Glasses Malone, a new artist signed with Cash Money Records, is turning to bloggers to get the word out about his new album “Beach Cruiser.” What makes his campaign unique is that unlike traditional artists who look to get their tracks on highly trafficked MP3 blogs and review sites, Glasses and his team are focused on adding value to bloggers whose primary focus is not on music.

A marketing rep for Glasses told me, “These bloggers are more open to running contests and integrated campaigns than traditional music bloggers because they are not accustomed to being pitched by a major label artist. We have found blogs that love unique and fresh content that will separate them from their peers and competition, and it is working out very well for us so far.”

Armed with a research team, they have been targeting biking blogs, college blogs, beach lifestyle sites and more, all with the hope of driving new traffic to Glasses’ site and generating some pre-album buzz.

Conclusion

---

No matter what the labels and corporations are doing, musicians are taking it upon themselves to use social channels to connect with fans, offer value, and create relationship. This has ultimately led to new business models and revenue streams from sponsorships, touring and live appearances, custom products, and social monetization through advertising.

What are your expectations from artists in today’s music industry? What other unique social media promotions have you seen from your favorite musicians? Leave your thoughts in the comments below.

More social media resources from Mashable:

---

- How The Roxy Became the #1 Venue on Twitter [INTERVIEW]
- 8 Great Spotify Hints, Tips and Tricks
- The Science of Building Trust With Social Media
- How Companies Are Using Your Social Media Data
- How Twitter in the Classroom is Boosting Student Engagement

Image courtesy of iStockphoto, karimhesham

Tags: bands, BLOGS, music, record labels, social media, trending, ustream, video, Vimeo, web video, web video series

The iPad is now officially available for pre-order, which means that news is going to be flowing in all day about its various specs and features. We’ll keep you updated on said news with this handy-dandy, ever-changing post. Keep your eyes here for the latest.

If you’re still trying to figure out if you want to pre-order an iPad or not, check out the below to help you decide.

iPad Features

- Screen rotation lock: Apple has added a switch to the side of the iPad that locks the screen in either a vertical or horizontal position, no matter which way you turn it. This is sure to make using the iPad in bed or on the couch easier.

- ePub support through iTunes: Apple’s website now has a dedicated iBooks page that offers more information about the built-in e-reader and what formats it will support. If you already have DRM-free ePub titles, you can sync those books with the iPad using iTunes.

- VoiceOver Works with i-Books: Apple is integrating its VoiceOver technology into the entire device, including the i-books app. This means that blind or vision-impaired users can have the text read aloud. Sweet!

- Better video support: Apple didn’t highlight this feature, but on the Tech Specs page, we learn that the iPad will support more than just the standard Apple-approved video formats (*.mov, *.mp4, *.m4v) and will also support AVI and Motion JPEG. Apple has never supported AVI on its iPod/iPhone devices, so this is a great step.

- Share YouTube Videos on Facebook: The YouTube page has an interesting note at the bottom — you can easily e-mail a YouTube video to friends or share it on Facebook.

- Digital Camera Connector not available for pre-order: On the iPad’s Photos page, as well as in other photographs of the device itself, Apple notes an optional digital camera adapter that can be purchased to connect your digital camera to the iPad, using either a direct USB link or an SD card reader. However, as Macworld points out that adapter is not available for pre-order. Obviously the dongle is coming, but when and at what price is unknown. Macworld also notes that a similar adapter that was sold for the iPod Photo (heh, yeah, remember that? The red-headed stepchild of iPods that was quickly displaced by the far superior iPod Video) for $29, which would jive with the prices of other iPad accessories that are available for pre-order. Personally, we’ll wait to see if Monoprice releases their own version of this product.

More?

Have you found any new info about the iPad? Let us know in the comments!

Tags: apple, iBooks, ipad, ipad guide, youtube

Earlier this week, the social discovery tool StumbleUpon revamped its advertising platform.

These changes don’t so much change the basics of how StumbleUpon Advertising works, as much as they add additional tools and metrics for advertisers to better track and understand the results of their campaigns.

I got to speak with StumbleUpon’s founder and CEO Garrett Camp, as well as Marc Leibowitz, VP of business development and marketing, about the changes and what it means for advertisers who want to better target their content.

StumbleUpon’s advertising platform has always worked by integrating sponsored pages into organically liked or stumbled pages. Users rate and share content the same way, whether a page is sponsored or not — but they are made aware of pages that are sponsored. Advertisers can target their campaigns to specific StumbeUpon categories so that sites can be shown to the right kind of people.

Last fall, StumbleUpon competitor Digg launched a similar platform and early results have been very positive.

StumbleUpon isn’t changing the structure of how ads are displayed to users — that works, and works quite well — for users and advertisers. Instead, most of the changes with the platform are most noticeable on the backend.

What’s New

You can view this video tour to get an overview of how StumbleUpon Advertising works, but the big difference for advertisers is that the platform is now built on top of the same technology that powers Su.pr, the URL shortener for content publishers that StumbleUpon launched last summer. This new platform is faster and more responsive and now StumbleUpon ads is better integrated with the overall site.

Additionally, the dashboard and how data is reported has been greatly enhanced. In the past, advertisers were able to see traffic generated from stumbles they purchased, but not for any organic traffic that also came from the campaign. If a lot of people end of liking and recommending a sponsored site, it can end up getting several times the number pageviews from organic, unpaid traffic than from the actual campaign.

This greatly changes CPV, but this wasn’t accounted for in the old system. Garrett told me that some advertisers would use their own site logs to calculate the additional traffic they received from Stumble, but that’s a process that should really be done by the advertising platform. And now it is. When you can actually see your effective CPV (which, depending on the site or URL, could be considerably lower than the flat rate of $0.05 per impression that StumbleUpon charges), it can make evaluating how to budget future campaigns more efficient.

In addition to viewing paid and free traffic, the dashboard has now made it easier to identify trends and other metrics for success.

Payment options for advertisers have also been expanded. In the past, PayPal was the only way you could make an ad purchase. Now you can use Visa, MasterCard, American Express or Discover. This is good for companies that might like to allocate funds to certain cards without having to divert things to a separate PayPal account.

The Future

Marc came to StumbleUpon from Google, where he was a senior director of strategic partnerships. As such, he brings in lots of experience from the AdWords and AdSense teams and this is clearly having an impact on how Stumble does its ad platform.

This is a good thing. As a writer, I know that StumbleUpon can be a terrific source of traffic — its community is engaged and its recommendation algorithm is sound. Highlighting these benefits to advertisers is key to building the community — and the company.

As it stands, I like the direction Stumble is taking its advertising platform and I hope to see even deeper integration between publishing and advertising tools in the future.

Have you ever used StumbleUpon or other social recommendation services for advertising campaigns? Let us know your experiences!

Tags: advertising, digg, stumbleupon, stumbleupon ads

Chris Allison is a social media strategist at NeboWeb, where he helps clients make the most of the social web. You can follow him on Twitter as the voice behind @Neboweb.

As social media marketing becomes more widely practiced, the questions of the day are less frequently focused on the benefits of social media and more often focused on its implementation. Justifying social media to superiors is no longer the marketer’s biggest challenge.

Instead, marketers are being challenged not on the potential benefits, of which there is ample evidence, but rather on how to get those benefits. Where to start?

Social Media as a Catalyst

With this challenge in mind, it’s vital to understand that social media is neither the end nor the beginning of any marketing effort. Rather, social media is a catalyst that works most effectively when it is finely woven into the fabric of a brand’s other activity.

When putting together a puzzle, it helps to take a look at the big picture on the front of the box. Likewise, when putting together a social media strategy it’s necessary to zoom out a little and examine how social media will fit into the context of your other business activities. Below are four pieces of the puzzle that brands can mesh with social media to maximize results.

1. Cause Marketing

The socialization of the web has made it evident that brands that want to succeed online must feel and act like humans, not like desperate, distant corporations. Accordingly, some social media marketers have taken on the role of teaching brands how to be human: don’t say stupid things, don’t feed the trolls, and don’t dominate the conversation – pretty fundamental stuff that somehow got lost during the incorporation process.

However, guidelines for not screwing up aren’t enough for brands to really benefit from social media. Until you bring something interesting to the table — something that inspires passion, laughter, or curiosity — nobody will care if you have a Twitter account.

One of the most effective, simple ways to get people to care about what you’re doing is to do something worth caring about: get behind a cause. Brands have been benefiting from cause marketing for a long time, but the catalytic nature of social media has brought three additional benefits to the cause marketing table:

1. Access to increased publicity
2. The ability to be a vocal activist instead of a silent philanthropist by joining conversations
3. The ability to bring customers into the support process

Pepsi is one of the best examples of a brand that has recently seized the opportunity to leverage a mix of social media and cause marketing. Their Refresh Everything project incorporates votes from users to decide where Pepsi will donate their funds as well as a variety of other simple social media features: single sign-on, a Facebook Fan Page, and a blog.

By involving users with a voting process, Pepsi has effectively done three things. First, instead of just doing good themselves, they’ve helped their customers do good, which helps establish a very positive brand association. They have also created a situation that will compel users to share with their friends (in order to accrue votes for the cause of their choice). Finally, they have built a feedback mechanism that will ensure the causes they support are also the most popular among their customers (which is great PR).

Brands can benefit greatly from integrating social media with cause marketing, and they can learn a lot about how to get started from the tactics that Pepsi has used.

Disclosure: Pepsi sponsored Mashable’s NextUp NYC: The Future Journalist event.

2. The Offline World

Isolating the impact of social media to the web is an easy mistake to make. It seems natural enough to meet online goals with online activity, but the tangible world of physical objects, locations, and events can often provide a compelling medium to drive fans to engage with you online, or vice versa, you can use your social media efforts to drive activity to guerrilla marketing events like Red Bull’s stash, or simply to brick and mortar stores.

Integrating your social media efforts with real products, store locations, or activities is an important way to acknowledge that you care about the complete customer experience, and that you’re not just in the social media space because it’s popular.

Some of the most successful campaigns, such as Burger King’s Whopper Sacrifice, have been focused on driving the purchase of offline products. Similarly, customer support profiles like Comcast Cares would be much less successful if they didn’t have the power to influence real offline change by working with customer support representatives that can help customers on location.

On the surface, social media may look like a simple set of social networks that people use to communicate, but when marketers look deeper they find that it presents a whole new venue for empowering all of their existing services, online as well as off.

3. Media Coverage

Though citizen journalism and user generated content have proven to be extremely powerful (Iran’s election crisis, Barack Obama’s massive online get out the vote efforts, etc.), it is important to remember that brands can still benefit enormously from traditional media coverage.

When it comes to social media, or any marketing for that matter, brands must find ways to leverage all of their assets in the same direction. Just like the offline world can easily be used for online gain, so too can traditional media be leveraged in the new media space.

Amit Gupta, founder of several wonderful startups like Photojojo and Jelly, sheds some light on how his businesses have benefited from traditional coverage:

Mainstream press is harder to get, but still drives significant awareness, especially among ‘everyday’ people who aren’t spending all day on the internet. And the names of old media carry
significant cache, enough to drive double-digit increases in conversion rates simple because of the credibility their names lend.

I exchanged e-mails with Amit and he was kind of enough to lend some extended insight on what to expect from traditional media. TV, web, and radio are all able to generate fast, measurable results. With these mediums, people are either interested, or they aren’t. There are comparatively few lagging responses. Newspapers and magazines on the other hand, while carrying significant credibility, produce results that are harder to measure because their content is often read over days, weeks, or even months.

The ultimate success of a social media strategy depends on your ability to recognize problems and seize opportunities to solve them. When considering the needs of your campaign, whether it’s brand equity or an immediate spike in interest, consider traditional media as another tool in your toolbox that could meet those needs. However, remember that part of your strategy should involve doing, saying, or making something interesting and worth talking about. If you don’t do that, no amount of good press can save you.

4. Technology

Lastly, your social media strategy is inherently paired with technology. Without technology, social media cannot exist. However, technology’s role in creating a social media strategy often goes understated.

At SoCon10, a social media conference in Atlanta, Carol Kruse (head of interactive marketing at Coke) described the pain her team went through creating a Facebook application, only to find two months later that changes in Facebook’s design would require Coke to restructure the application – a maintenance cost that hadn’t been anticipated. Having a plan in place for making technological changes on the fly is an important ingredient in the fast-paced social media world.

But technology is more than just a potential cost that bloats social media campaigns; it’s also the life that fuels them. Applications like the recently launched MySpace Fan Video are powered by collaboration between experienced creatives and programmers, not just one or the other. Thus, perhaps the most important synergy to be formed by any company delving into social media is one between their technology team, internal or external, and their marketing team driving the strategy.

Conclusion

Synergy is the name of the social media game. Whether you’re coming from a small company or a well-known brand, starting as far back as possible, zooming out and staring at the big picture, is crucial to creating a strategy that makes sense.

These are four of the most important pieces to the social media puzzle. If you can think of more or have something to add to these listed, please leave a note in the comments.

More business resources from Mashable:

- 5 Ways to Avoid Sabotaging Your Personal Brand Online
- 4 Elements of a Successful Business Web Presence
- HOW TO: Implement a Social Media Business Strategy
- HOW TO: Choose a News Reader for Keeping Tabs on Your Industry
- HOW TO: Measure Social Media ROI
- HOW TO: Use Social Media to Connect with Other Entrepreneurs

Image courtesy of iStockphoto, TommL

Tags: cause marketing, List, Lists, mainstream media, MARKETING, PUBLIC RELATIONS, social media, technology

Google’s new social network, Google Buzz, is getting some additional refinement, based on user feedback. Today’s news: The search giant is testing new features that will give you control over the flood of Buzz e-mail notifications.

Google Buzz has the benefit of being integrated directly into Gmail. Not only does it have a prominent tab in millions of inboxes, but it also sends e-mail notifications of recent buzz activity to your inbox. If you’re like us, the e-mail flood can get pretty overwhelming pretty quickly. Plus, anytime someone comments on a buzz thread, the e-mail pops right back up.

Google’s heard you loud and clear. In a buzz post, the Buzz team revealed that it is testing two changes to e-mail notifications to help you better manage your inbox. While these changes are not live yet, they should be up in the next few days.

The first change is something we’ve been seeking for some time: The ability to choose which items get sent to your inbox. If you just want an e-mail when someone comments on your post, it will soon be possible. If you want just posts where you are @replied, that’s possible as well. The second feature is a “Mute” link on individual buzz posts, which will stop a buzz post from reappearing in your inbox every time someone comments.

Both changes are necessary if Buzz is to be usable as a product. Still, Google hasn’t addressed our number-one request: collapsible comment threads.

[via CNET]

Tags: email, gmail, Google, google buzz, social media

Google has just rolled out the first version of the Google Wave extensions gallery, making it easier for users to take advantage of some of the cool add-ons developers are building into the service.

After making a big slash at Google I/O last year, Google Wave (the real-time communication platform that is still in preview) has re-gained some momentum, thanks to an improved API and the addition of e-mail notifications. The addition of an extensions gallery speaks to even more growth on the service’s part.

If you have a Google Wave account, you’ll see an “Extensions” item in your navigation panel. Click on it and you can see what extensions are available to install and then use.

Here’s a rundown of some of the extensions you can install and use now:

Wave Sudoku – Play Sudoku with a friend in real-time using Wave

Developers Extension Installer — Developers can use this to create an embeddable installer for extensions they create

Yellow Highlighter — Adds a yellow highlighter tool to your toolbar

Trippy — Useful for planning trips with friends

Video Chat Experience — Video chat in Wave

Pollo Gadget — Conduct polls and surveys across Wave

AccuWeather — See the weather of people in the Wave or from places you are planning on visiting

Once you install an extension, in most cases it is added to your toolbar and can then be accessed within a wave.

There are more extensions in the gallery and developers can submit their own to be included by going to this submission page for Google to review.

What Google Wave extensions are you using? Let us know!

Disclosure: Mashable has teamed with Google for the Google Wave API Challenge.

Tags: Google Wave, google wave extensions

Now that the iPad is officially available for pre-order, the question that we want to know from our readers is: Will you pre-order? The Wi-Fi iPad will be available on April 3, 2010, and the Wi-Fi + 3G models will begin shipping at the end of April.

You can choose to either reserve a Wi-Fi model for in-store pickup on the third or opt to have it delivered to your house. If you pre-order the Wi-Fi + 3G model, it will ship directly to you once it comes out.

So, to pre-order or not to pre-order — take our poll and then let us know why you are (or are not pre-ordering) in the comments!

Apple wouldn’t be Apple if it didn’t offer some totally hot, yet totally over-priced accessories to accompany a new product launch. If you pre-order an iPad for home delivery, you can add some accessories to your order. These include a dock (with and without keyboard, a protective case/stand, an extra power adapter and a VGA connector. Are you adding any of these items to you pre-order? Let us know!

Tags: apple, ipad, ipad pre-order, trending

Having been to Paris, I can tell you that it’s a city you won’t be able to fully fathom in a week or a month — it takes a lifetime to see all the city has to offer. This was before, of course, this amazing 26-gigapixel panorama of Paris was created; it won’t replace actually visiting Paris, but with all of its amazing details, it gets pretty darn close.

Paris 26 Gigapixels is a stitching of 2,346 photos, which add up to a high-resolution panoramic view of Paris. When we say high-resolution, we mean it; the end result is a 26-gigapixel (354,159×75,570 px) interactive photo. You can move around by clicking anywhere on the image and moving your mouse, and you can zoom with your mouse wheel (alternatively, you can use the arrows and +/- keys on the keyboard).

It’s easy to get lost in this huge panorama, so Paris 26 Gigapixels features quick tours of 20 of Paris’ most impressive monuments, together with some textual information about them.

The entire project, created by Martin Loyer, Arnaud Frich and Kolor, is available in English and French; there’s also a special HD view (highly recommended), activated via an icon in the upper right portion of the page, which requires installation of an additional plugin.

Oh, and one more thing; this is one of those times when you’d want to switch to full-screen browser mode.

Tags: panorama, Paris, photo

Update: The Apple Store is back up, and yes, you can now pre-order the iPad. We haven’t seen any other significant changes in the Store.

It’s finally here; the moment where the iPad actually comes into some sort of contact with the market. As we announced before, iPad pre-orders begin at 5:30 a.m. PT (in about 1:30 hours), and the Apple Store is currently down, indicating that pre-order forms will be available when it comes back up (and possibly something more — you never know.)

Of course, users won’t actually be able to fondle the device until April 3, but (besides giving fans and enthusiasts a chance to be one of the first people to own an iPad), this moment is exciting because from now on, Apple (and, hopefully, the media) will have some idea how well this thing actually sells.

Although the iPad has created an enormous hype, one mustn’t forget that the jury is still out on whether it’ll be a huge success or a complete flop. It’s not only a new device, it’s a new type of device, and we’re eager to see what kind of ripples it’ll do to the IT market.

Tags: apple, ipad

What do you do when you first fire up your browser? Most likely, you log into various sites that require a username and password: Facebook, Gmail, Twitter and the like. For me, personally, it’s quite a chore, as I need to log into more than 10 different services before I start doing anything.

Now, Mozilla sets out to alleviate this issue with a new Firefox plugin called Account Manager. It currently doesn’t do much; it recognizes that you’ve signed into a website and displays an icon that says that yes, you’re indeed signed up under that username. However, Mozilla has ambitious plans for online identity management from within a browser. From its blog post:

“Your Web browser, as your most trusted relationship in your life online, has nearly perfect knowledge of everything you do on the Web. We envision a world where your browser will play an even more active and critical role in helping you control and shape your online experience. To realize this vision, we need to increase the browser’s understanding of your online identity and provide a platform for building new capabilities that securely take advantage of this rich, dynamic set of data that represents the digital ‘you.’”

The account manager is available as an early, experimental alpha version, and it works only with Yahoo, Facebook and Google, as well as some of Mozilla’s sites that require login, such as Bugzilla. Hopefully, in the future we’ll see features that really make switching between different user accounts and sharing content on various social networks easier and more streamlined.

Tags: account manager, facebook, Firefox, Google, mozilla

On November 19, 2006, Nintendo launched its fifth home console to the world. The Nintendo Wii was both ridiculed and praised for its unique controller system — the Wiimote — which detects movements in three dimensions.

Three and a half years later, the Wii has dominated the market, shattered sales records, and put its two main rivals, Microsoft and Sony, on the defensive. Both companies are responding with motion-based controllers of their own, though.

Microsoft has generated some big buzz with the revelation of Project Natal, a new camera-based system that requires no controller, just the movement of your body to function. And yesterday, Sony officially announced PlayStation Move, a controller setup that utilizes a camera and a remote-like controller to interact with the screen.

Here’s the question we have for all of you gamers. Which next-generation controller system excites you more: Microsoft’s Natal or Sony’s Move?

Our poll for this week’s Web Faceoff ends on Sunday, March 14, at 12:00 p.m. PT. Let us know your choice, and don’t forget to leave your opinion in the comments!

PlayStation Move in Action

Project Natal Announcement

Tags: microsoft, Natal, Nintendo, playstation, playstation move, project natal, sony, Wii, wiimote

Fresh off having the most popular music video in YouTube/Vevo’s history (“Bad Romance” with 140 million views and counting), Lady Gaga’s latest – “Telephone” – featuring Beyonce, has made its debut on the Web.

The video is choc-full-o Lady Gaga shock value, and at more than nine minutes in length, could probably classify as a short film. Dating site PlentyOfFish somehow managed to get prominent placement (fast forward to 4:27 if you’d rather skip the rest of it).

Early indications are that “Telephone” will be every bit as popular as recent Gaga hits, with the song, its participants, and even a string from its URL already dominating trending topics on Twitter ahead of its official premiere on E! later this evening. It also briefly took Vevo — YouTube and the record labels new music video website — offline.

Here’s the embed for what could be the latest member of the 100 million view club (“Just Dance” also recently broke the milestone):

Update: It looks like someone might have jumped the gun at YouTube/Vevo, as the video seems to be going back and forth between private and public. Here’s a few images we were able to grab while we had it open:

Update #2: Vevo now tells us the video will be back at midnight ET.

Tags: beyonce, Lady Gaga, music, telephone, trending, vevo, youtube

Apple fanatics will be able to place their iPad orders at 5:30 a.m. PST (8:30 EST) tomorrow, Friday, March 12. The pre-orders will be available through Apple.com, and are expected to ship in the United States next month — April 3 to be precise.

The Unofficial Apple Weblog learned about the pre-order time after it asked Apple for the information in an e-mail.

Let’s assume you’re the sort of person who wants an iPad; if so, you can still wait for the launch date and pick up an iPad at your local Apple store (or at Best Buy a little bit after launch). However, there’s a possibility that it will sell out and you’ll be left hanging. If this scenario worries you, you’ll want to place your order online to be sure you get one before your friends and colleagues. You know, if you’re into that kind of one-upmanship.

But if you’re the sort of person who thinks the device is more hype than substance, you can go ahead and sleep in tomorrow.

Are you going to be up bright and early for the iPad pre-order? Let us know in the comments.

Tags: apple, Apple Tablet, ipad

If you’re a gamer, you might have heard about yesterday’s news about the PlayStation Move, Sony’s answer to the Wii Remote and Microsoft’s upcoming Project Natal motion controller. In a demonstration yesterday, the company showed off the device, which utilizes remote-like controllers and the PlayStation Eye camera to capture your movements and turn them into actions on the screen.

We’ve seen plenty of screenshots and heard a lot about the controller’s capabilities, but we wanted to find out for ourselves whether it really could make the PlayStation more competitive with its counterparts. That’s why I decided to take the system for a test drive here at the Game Developer’s Conference (GDC) in San Francisco, California.

Did it live up to expectations? Could it challenge Nintendo and Microsoft in gaming? I’ve got some thoughts on the matter:

PlayStation Move: Sony Played It Safe

First, a little bit about the PlayStation Move: It’s a two-part control system. First are the handheld controllers, which act essentially as Wiimotes. The main controller comes with a lighted color ball on the top though — this is an essential component for the second part of the Move: the PlayStation Eye camera, which tracks your movements on screen. Combined, you get a controller system.

When I held the remote-like device in my hands and actually got to play with it, I immediately became aware of two things: its accuracy and its augmented reality features. It feels just a little more precise than a Wiimote with the MotionPlus controller. Because it uses the camera rather than the sensor bar that the Wii utilizes, it can more accurately catch your motions. It also translates them onto the screen with your face on the TV.

I was impressed with the augmented reality aspect of the PlayStation Move more, though. The lighted ball on my controller turned first into a paintbrush, and then a fly swatter. It didn’t have the lag that a lot of other systems deal with, which made the experience enjoyable.

Is it that much better than the Wii, though? To be honest, I think the answer to that question depends on how developers use the PlayStation Eye camera to enhance their games. If they focus on the controllers, then it’s just a fancy Wiimote. If it focuses on bringing you into the game via the camera, then there are some real possibilities.

In the end though, Microsoft’s Project Natal is still going to garner the attention and the hype, as it is a bolder step into motion control. Sony essentially played it safe with the Move, while Microsoft’s implementing an all-or-nothing strategy with Natal.

Here is me in action with the PlayStation Move:

PlayStation Move Demo Video

Tags: games, gaming, microsoft, Natal, Nintendo, playstation, playstation move, project natal, sony, video games, Wii, xbox

If you’re one of those folks who responded to news of the Eclipse trailer today with a disgusted, “No thanks,” you really won’t want to watch this.

Super Twilight fan and YouTube star NuttyMadam3575 recorded her reaction to the Eclipse trailer, unloading it to the Internet to the joy of many a video site. She did the same thing with the New Moon trailer, apparently, and garnered half a million hits.

If you have an extra six minutes or so (and some high-quality ear plugs), you could take a peek at her new video… or not. But now you totally are, because I told you not to. #reversepsychology

Tags: eclipse, Film, twilight, twilight: eclipse, viral video