The latest from TechCrunch
- Reputation Is Dead: It's Time To Overlook Our Indiscretions
- How to Build Engaging One-of-Kind Facebook Fan Pages
| Reputation Is Dead: It's Time To Overlook Our Indiscretions | Top |
| Trying to control, or even manage, your online reputation is becoming increasingly difficult. And much like the fight by big labels against the illegal sharing of music, it will soon become pointless to even try. It’s time we all just give up on the small fights and become more accepting of the indiscretions of our fellow humans. Because the skeletons are coming out of the closet and onto the front porch. We’ll look back on the good old days when your reputation was really only on the line with eBay via confirmed, actual transactions and LinkedIn, where you can simply reject anyone who leaves bad feedback on your professional life. Today we have quick fire and semi or completely anonymous attacks on people, brands, businesses and just about everything else. And it is becoming increasingly findable on the search engines. Twitter, Yelp, Facebook, etc. are the new printing presses, and absolutely everyone, even the random wingnuts, have access. That picture of you making out with two guys in college up on Facebook. Or perhaps doing a bong hit after winning a few Olympic gold medals. The random slam against your restaurant anonymously left by the owner of the competitor around the corner. The Twitter flame about how bad a driver you are, complete with a link to a picture of your license plate. And it’s about to get a lot worse. Next week a startup is launching that’s effectively Yelp for people (look for our coverage in a few days). If someone has something good or bad to say about you, they’ll be able to do it anonymously and with very little potential legal or social fallout. We’ve seen services like this in the past. Rapleaf and iKarma come to mind. But they were flawed – Rapleaf now collects and sells data about people, and iKarma seems to be little more than a realtor focused service. Another service, Gorb , has vanished completely. But something tells me this new service, or some other one, might succeed where the others have failed. We’re primed and ready now and have lots of experience publishing all those random opinions about people and things on Twitter, Yelp and Facebook already. It’s time for a centralized, well organized place for anonymous mass defamation on the Internet. Scary? Yes. But it’s coming nonetheless. This has been on my mind for a long while now. Our minds haven’t evolved much over the last few thousands of years, but the spread of quick fire opinions is now moving at the speed of light and forever findable on the Internet. We’re still wired to think of gossip as something that spreads quietly behind the scenes, and relatively slowly. But we’re already in a world where it’s all completely public, there are few repercussions to the person spreading it, and it is easily searchable. No wonder people freak out. We’re fish out of water. Sure, we’ve evolved a legal infrastructure to deal with libel, slander and defamation. Those laws worked well in an era of the printing press, and sort of stretched to cover radio and television. But they are as ineffective against the Internet as copyright laws are in battling music piracy. Other services like Reputation Defender have launched to try to help people manage their online reputations. It can be somewhat effective unless your name gets into the press, which doesn’t back away easily from the stuff they publish. It’s relatively easy to bully someone into taking down that Twitter rant, or even that Facebook photo, with an official looking email or letter threatening legal action. But it’s much harder to get that stuff off of services that exist to publish that information. Businesses freak out over a bad Yelp review but can do little to stop it. Imagine how you’ll feel when the top result for your name is a site that includes “reviews” of you by anonymous people who know you. Sure, lots of feedback will be positive. But piss someone off at work and you’ll have “Sketchy and unethical in the workplace” pop up about you. And it will be there forever. Heck, your great-great-grandchildren will be reading it long after you’re gone. So What Happens Next? We’re going to be forced to adjust as a society. I firmly believe that we will simply become much more accepting of indiscretions over time. Employers just won’t care that ridiculous drunk college pictures pop up about you when they do a HR background search on you. Anyone who rises quickly in a corporate environment will have people complaining about you all the way up, and it will be easily findable via search. Basically, if someone doesn’t like you, even just for a moment, they’ll have the chance to hit you with an ambiguous but damaging anonymous statement. And it will be vague enough to stop any lawyer dead in her tracks from trying to get it removed, or from even learning the identity of the person who left the comment. So what will matter? Hard proof of being a bad person. Criminal records. Non-anonymous and clear statements of wrong doing that need to be addressed. Perhaps a picture of you actually committing a violent felony. That kind of thing. But the nonsense we’re all worried about today? I just don’t think it will carry the same weight in a few years. Because if there are pictures of the person hiring you smoking pot in college online, and there are pictures of every other candidate smoking pot in college online, it just won’t be a big deal any more. And the kind of accusations that can kill a career today will likely be seen as a badge of honor, and a sign of an ambitious individual who has pissed off a few people along the way. At least that’s what I hope will happen. Because there are a few pictures of me in high school and college that I’m tired of trying to keep off the Internet. Let’s just get it all out there sooner rather than later, and move on. | |
| How to Build Engaging One-of-Kind Facebook Fan Pages | Top |
| Don’t let anyone tell you it is easy to create a successfully engaging Facebook Fan Page. It is not. It’s not an insurmountable task either. But it requires planning, time, some kind of HTML knowledge, design skill, and imagination. Originality doesn’t hurt either. There are great tools and tips available that will help you create an outstanding page for your brand without an immense amount of time or capital invested. I’ve been working to improve our own Go2web20 fan page and I have some tips from my experience that I’m more than happy to share. Let me start off by saying, Facebook itself is the only true obstacle in the whole page creation process. If they accepted all code formats, it would be much easier to create any page. It would open up the space to immeasurable possibilities and we would see a wider variety of amazing, unique pages. But unfortunately, this isn’t the case so you have to find ways to work with what you’ve got and then take it up from there. Fan Page Profile Pictures You might not know this but you can use a picture for your profile page as large as 200 x 600 pixels. The good thing about this is a larger picture offers better visibility of the campaign itself, which may include your company logo or a promotional banner of any kind. The downside to this eye-catching stunner is that it shifts the focus away from the rest of the page. This is why you need to plan your page first. Decide where you want the eyes of your visitors to go: on your image or on the rest of the page’s elements. You can play and preview your ideas, change them back and forth, and see what’s ultimately best for goals, your page, and its users. Example: Diverse Tabs Facebook allows you to change the traditional boring tabs to be more exciting, original, and relevant. If you want to change your page’s tabs, you will first need to add this FBML application to your page. Then, go to your page manager, find the FBML tab, and click ‘edit’. Within the box that opens, you will be able to change the tab name, and add HTML code. What I’d suggest that you do is to first create a main landing tab that will welcome visitors to your page. Here’s what I did: I gave the tab a name – Go2web20 Took a screenshot of my webpage and uploaded it to Flickr (optional) Grabbed the screenshot picture code from Flickr and inserted it in the FBML body box (FYI: I slightly edited the code, changed link destination to lead to our site, instead of the Flickr page.) I linked to my Website on this page since this is a big part of a fan page concept – to offer Facebook users access to my site in a new way. Finally, I added the Facebook comments box to enable people to leave comments in regards our website. The fb comment code can be found at this wiki page in the examples section (thanks for the tip @eyalshahar ). Again, all I did was to customize it slightly with the relevant information of our site. In my opinion a huge value add in terms of engaging my users and inviting conversations to happen here. Page Dashboard: Landing Page: Now, since this is the tab you want new visitors to see and experience first, you need to set it this way on your admin page. Go to your page and click on ‘Edit Page’ > ‘Wall Settings’ > then on ‘Default Landing Tab for Everyone Else’ chose the tab which you want to present first when new users enter your Facebook page. People who are already fans of your page, will see the ‘wall’ first when they enter the page. The whole point of this landing page is that you make a informational welcoming page for new visitors that is interesting enough to be an incentive to fan this page. In a sea of fan pages this is important in terms of standing out and being innovative. If you want you can also add even more FBML tabs, but keep in mind that overall, Facebook only allows you to display and offer up to six tabs maximum, including the first two that you can’t change. So make sure you chose your tabs wisely. If you don’t want to mess around with FBML tabs, here are some alternatives (you can also add them as extras): Twitter Tab – This application lets you bundle your ‘Twitter Updates Tab’ into your own profile or Fan page. The process is pretty easy: just add the application and follow the instructions. This is the end result: Flickr Tab – Same application but for Flickr photos. I found it more relevant to put this tab on my personal Facebook profile, but it is really depends on your brand’s goals and needs. Example: Foursquare Tab – I actually really like this tab, despite the fact, that I’m a Gowalla girl myself… If you are creating a page for your company and want a Foursquare tab, here’s what you can do: Create a venue for your brand/company/HQs on the Foursquare website (if you haven’t done this already) Add this PlaceWidget application and follow the simple instructions. And, that’s it. You now have a new tab on your page, Foursquare, and everyone can see how popular your spot is and read the tips visitors have left, furthering user engagement in a new way and offering visitors a chance to appear on your Facebook page and add their own tips. Example: Spotlight the People on your Team If you go through all the trouble of creating your own brand page, make sure you spotlight your team’s players and say something about the people behind the curtain. It adds a personal touch to your page and builds a connection between fans and the people involved in the project. Again, with the help of the FBML tab, I’ve created a tab that tells more about my team at Go2web20 (it is was pretty easy since we’re just two people). But even if you have lots of people on your team, it is important to give some background about company management and staff accomplishments or to at least name one contact person that can be reached easily. Example: Participate on your stream – that’s the whole point I have to admit that I’m not as active on my own Facebook fan page (insert shame here) as I should be. I blame both Facebook and myself. First, I take accountability for not checking the page as often as I should. But, I also blame Facebook for not providing the right tools to track comments and conversations on pages like the ones available for our own profiles. It is really up to you how often you check your fan page activity. But, don’t think you can now sit back and put your feet up. This is not one of those “build it and they will come” scenarios. Don’t take it for granted that you have a page available. No matter how great you’ve made it, if you aren’t active, it defeats the whole purpose of having one. A fan page requires maintenance. You have to be there for your page visitors. You have to talk with your fans. You have to answer questions, absorb feedback, and overall, make the conversation flow with consistent fresh content. I really think Facebook never predicted the volume of pages people would create and the effect of these pages on businesses/brands. Obviously, Facebook isn’t currently providing the right type of support and tools for pages builders. Until Facebook reconciles these changes into their Facebook pages concept and tunes into the importance that pages have garnered over the last few months, we’ll end up with somewhat crappy looking pages that we’re creating with just about any and every tool we can muster up. CrunchBase Information Orli Yakuel Facebook Information provided by CrunchBase | |
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