Gone Phising?

After eight weeks of discussing the various benefits to digital media, we took a look at one of its downfalls - the potential for your personal information to be stolen.

From the telemarketing phone calls to spam e-mails, we are confronted with a variety of unwanted messages. Yet, I hate to say it, we need to pay careful attention to spam messages because they could really be a phishing attack, and if you fall victim your personal information could be stolen from you in the blink of an eye.

Phishing is the fraudulent process of attempting to acquire sensitive information such as usernames, passwords and credit card details by masquerading as a trustworthy entity in an electronic communication. Many phishing attempts are disguised as messages from reputable businesses including financial institutions. Many of today’s phishing attacks include malware (“malicious software”) that can install keystroke loggers on the user’s computer and capture sensitive information such as user IDs and passwords.

Yet, as technology becomes more sophisticated so do a cyber-crook's ability to tap into your personal information. The latest phishing attack struck Twitter just a few weeks ago. This latest attack comes in the form of a direct message and states “rofl this you on here?” and provides a link to a supposed video site. Instead, it captures your personal information. Here is more information about the attack: http://blogs.zdnet.com/feeds/?p=1725

I am sure this latest attack will not be the last. So, I thought it was important to remind everyone of some important phishing safety tips so you don't fall victim:

• Never open an e-mail from a user you do not know


• Do NOT click on any links in an e-mail; instead place your cursor over the link to see the true origination of the Web address


• Phishing e-mails are not typically personalized. Valid messages usually are

Here are some additional tips: http://www.antiphishingscams.com/phishing-prevention.html

The most important thing to remember is to be alert and be aware because phishing attacks can happen to anyone at any time.

Facebook's Got the Look - A New Look That Is

If you logged in to Facebook this morning and then this afternoon, you saw something different because Facebook launched its new home page today.

Based on user feedback, the new home page re-design allows users to select from either a Live Feed or a News Feed. Other changes include the ability to once again receive feeds about your friends being tagged in pictures as well as a feature suggesting friends with whom you haven't connected.

Have you logged in yet? What to do you think of Facebook's new look?

Learn more: http://mashable.com/2009/10/23/facebook-redesign-2/

Is Online Advertising Just a Trend?

There always seems to be a new trend in marketing, and along with new trends, come questions from clients. Recently, a client who works in wealth management asked me about online advertising and if it was right for his company. My answer was that it was not the right fit for the company, and we should put our resources into a client-focused marketing campaign. But his question made me wonder: if this client, who was looking for marketing counsel, wondered about online advertising, is it something that should be considered for all clients? Essentially, is online advertising here to stay?

Much like some social media tools, which have been previously discussed on this blog, online advertising is not for everyone, even though its relevance has been gaining momentum. For example, as pointed out in a New York Times article, 2008 had the largest online ad spend ever with more than $23 billion in sales. This number does not demonstrate a trend, but the inception of a another powerful advertising medium. Yet, in the same New York Times article, it indicates that online advertising spending was down 5.4% in the second quarter versus the same time period last year.

Is this a factor of the economy, or does this lead someone to believe that online advertising is just a trend? The article actually explores this very question with experts voicing their opinions. The experts are all in concert in the fact that the decline in online advertising spending is a result of a poor economy. They also pointed out that there were some online sectors that actually grew. These were interactive ads and digital video. This is exciting to see an advertising sector actually grow in a down economy since marketing tactics are usually the first things eliminated when budgets are slashed. It is exciting to see businesses are tapping into creativity to grow a business in tough economic times.

Upon reading this, I have to say I breathed a sigh of relief. I think online advertising presents a unique opportunity for some businesses to reach a targeted audience in a completely different manner. Too, online advertising affords marketers a different forum for creativity. Plus, ROI can easily be measured by click-throughs to a specific page. It appears that online advertising is a winner if it can meet the goals and objectives of an individual marketing strategy.

Yes, online advertising is here to stay; it is not a trend, but a powerful tool that can help specific businesses meet overall sales and awareness goals. Learn more about this study at:

http://mediadecoder.blogs.nytimes.com/2009/10/05/ad-spending-in-digital-media-declines-again/

It's Their Message, Not Yours

As we transition to a social media culture, it may be difficult for some of our clients and peers to fully understand social media. This is where this presentation can help. It is clever and insightful in displaying why traditional advertising models will not work in a social world.

http://www.slideshare.net/davidcushman/why-traditional-ad-models-will-not-work-in-social-networks-and-what-will

Competition and Collaboration...On the Go

Without a doubt, we are living in a mobile universe. Not only are we constantly on the go and being asked to do more in less time, but we are also experiencing new technologies that seem to be emerging daily. With these emerging technologies also comes increased competition among mobile providers. They want to bring the best and latest technology to consumers first.

Healthy competition is a must in the free marketplace economic environment in which we live, but there can actually be too much competition. When you really start to think about it, how many innovative can we really get? Once new applications are developed, will they be enhanced, or will they simply be duplicated for other providers?

While we may not know the answer to these questions, since we are not in the trenches developing these technologies, what we do know is that instead of increased competition we are now seeing increased collaboration, which allows more providers to compete on an ever grander scale.

One resounding example is the announcement this week that Verizon will be partnering with internet search engine giant Google. Learn more here. This collaboration means that Google’s Android operating system will be available on devices from Verizon. This will allow for quicker Web navigation from a mobile device. A collaboration like this will continue to provide new innovations that consumers can embrace. In fact, this collaboration was a way, many believe, for these two companies to compete with Apple and AT&T.

I do believe new technologies will emerge in this mobile day and age. We will continue to see new applications to help people lose weight, chart personal finances and help make life a bit easier, but with these, I also believe we will see more collaboration among industry giants. This way they will be able to stay ahead in a very competitive environment.

Should You Join the Social Media Bandwagon?

As a public relations professional, I am confronted daily with the latest buzz words, and along with those, come a string of clients who believe they should be doing something because it is the latest and greatest marketing trend.

Now enter social media. It seems like wherever you look, every one and any one is on Facebook, has a MySpace account and is Tweeting. More and more people are jumping on the social media bandwagon, and since it is the latest marketing trend, businesses want to be a part of it. Yet, social media isn't for every business.

Yes, brands such as Starbucks and Coca-Cola have achieved amazing success using Facebook and Twitter to reach audiences, and music superstars like Taylor Swift have gotten discovered via MySpace. But does this necessarily mean it is for everyone? While some can achieve success using Facebook, it seems that those ahead of the pack are consumer-based businesses. People can actually become a fan of a coffee, clothing company or restaurant. Not many individuals are going to become a fan of widgets on Facebook. This is why it is crucial to educate clients on social media and identify what will work and what will not work to further awareness for a brand.

As marketing professionals, we sometimes forget our role as an educator. We are there to educate our colleagues and clients on what they should and should not do to effectively deliver a message. Just because social media is the latest trend, it may not be in the best interest of your client to engage in this type of media. Sometimes tried-and-true traditional media may still prove beneficial to having a specific message reach a targeted audience. For example, a magazine article in a specific trade may give you more reach instead of sending out a Facebook message to the masses.

Too, in your role as an educator, make sure to do your homework. Research the social media tools currently available and see how your client or company can use them to its advantage. It's one thing to say you have a Twitter account, but it is another thing to actually use it and communicate with your audience.

Remember social media is a tactic, and not an overall strategy. Make sure it fits into marketing and communications plans. Want some more tips, check out this posting that demonstrates why social media is not for everyone: http://effectivemarketer.com/2009/07/21/why-social-media-is-not-for-everyone/