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2009 Tstc Social Media Presentation
- 2. Join the Social Media Groundswell
- 16. Marketing Tip #1 You can create a unique look for your Twitter page that's totally different from other people's Twitter page. Your Twitter page can reflect the look, feel and identity that you have set in place for others to see.
- 17. Marketing Tip #2 Because you are a person communicating with other people on Twitter, you should add something personal in there like "a mom" or "a dad" or "father of three." Those kinds of things actually add a little more personality into your biography.
- 18. Marketing Tip #3 Instead of using the automatic RT method, try this: "TSTC tops the list” and then the URL. Then say, "via @EliskaF."
- 19. Marketing Tip #4 Often people are very responsive with direct messages whereas they are not responsive at all with regular email.
- 37. What is flickr? According to Flickr , it is almost certainly the best online photo management and sharing application in the world.
- 41. What is YouTube? YouTube is a video-sharing site that lets users upload and view all sorts of video clips online. The site has become a repository for literally millions of movie and TV clips, music videos, home videos, and video blogs.
- 42. Setting up a YouTube Channel BEWARE: Do not upload any TV shows, music videos, music concerts, or commercials without permission unless they consist entirely of content you created yourself.
- 43. Uses of YouTube 1. Flag a video for future viewing 2. Save your favorite videos 3. Create a video playlist 4. Share a video via email 5. Watch on your mobile device
- 44. Uses of YouTube 6. Post a video comment 7. Post video to your blog 8. Upload live video to your channel 9. Upload videos from your phone 10. Edit within YouTube (basic)
- 45. Why Digg? Build visibility and authority Grow your direct traffic Connect with key influencers Boost your audience reach Increased stickiness and loyalty Encourage links
- 49. Questions?
Hinweis der Redaktion
- (But remember people in social media interact with people , not businesses, so it might be wise for you to brand your individual name on Twitter if you are a sole proprietor or a small company. But if you're working for a larger organization, it might make sense for you to have a Twitter ID for your company – Eliska uses her name, with a TSTC flag)
- Build Community . Create a strong community of followers that ultimately can help you drive business objectives and bring in some new customers. Customer Service . Companies can use Twitter to successfully engage with customers (in our case students/business) who needs help. Prospecting & Selling . Creating a demand and pinpointing potential customers who need the type of solution a product offers. Of course, by selling, I mean driving online and offline sales using Twitter to Web sites, blogs, promotions, events, etc. Brand Awareness. Creative way to increase awareness about TSTC and our brand. Networking. Twitter is a great place to connect with like-minded colleagues. It's also a great place to research anything from a new laptop to a new vendor. Listening. Twitter is by simply a great tool for listening or monitoring the online conversation.
- Twitter home page Don’t have one? Get one at www.Twitter.com . Click the 'join!' button. Answer the questions. Full name?: They're asking you for your full name, your username and your password. Your full name is going to end up showing next to your profile. Your username can be either you or your company. If you have a very common name like 'Jim Smith' or something, you're going to have to figure out some creative use of your name. Your username is going to be literally twitter.com/USERNAME From a search engine optimization perspective, it might make sense for you to use some sort of underscore inside your name. You can use something like Eliska_Flores. (Instead, I chose EliskaF) Then create your password and user email address and hit 'Create my account'. Note in the settings there is an option to protect your tweets: Only let people whom I approve follow my tweets. If this is checked, you WILL NOT be on the public timeline . Tweets posted previously may still be publicly visible in some places. Twitter Pages Twitter.com/Eliskaf: This is my Twitter Page. As you can see I have updated my profile background and a picture. Twitter comes with some standard backgrounds in “Settings Design” which are fine to get you started. Upload a picture in “Settings, Picture”. SJ will be coming around to help you upload your photos as we progress through the morning.
- Look around at users Twitter profiles and see how effective their custom profile is at letting you get a feel for their personality. Following People on Twitter I'm only seeing the tweets of people that I'm following. 'Tweets' is another word for the status updates that people are putting in. I can see when the update occurred, from what tool, and if it was in response to someone else’s tweet. I can click on someone like and can actually look at his feed and see all the things that he tweeted about over the last hours or days. If you just want to follow certain people and you think that those people are providing really valuable information, you can just keep an eye on them. Once you've signed up for Twitter, and you find someone that's interesting, you'll notice that right underneath their picture is this little button that says 'Follow' or 'Following' . You might also look at who other people are following, to expand your network. If I can find someone that I'm not following—Do you see how it says 'Follow' ? You put your mouse over it, you click on it and bada-boom, all of a sudden you're following this twitter-er. Your Twitter Profile When you click on 'Profile' once you're logged into Twitter, it's going to come up with some information like your name, your location, your website address and your biography. In order to fill out your profile, what you want to do is go under 'Settings' and identify some attributes.
- The other thing you want to keep in mind is that you only have one website address that you can link to in Twitter. Some may choose your blog, facebook page, pick one. Tweets and Retweets When you click underneath the 'Home' button where it says '@' and then your name, all the communications that are going on in the Twittersphere that have your name or Twitter identity in it are going to come up. This is a very useful way for you to interact with people. You'll see over here it says '@EliskaF' . When I click on this, this is going to show me all the people who are conversing with me. Point out RT… Reply Back Favorite
- By doing that, you get people to focus on the front end of your headline and then click on the URL. If they want to learn who you learned this from, it’s at the back end. Value of a Retweet: Expands the message to other users networks, or “followers.” Find a Retweet Look at # of Followers of person who Retweeted Message just multiplied Each person who RT from his follower list… expands it further. Hashtags Some people not only retweet but they tag their messages for easily sorting. A hashtag is simply a pound sign (#) and then a keyword. What happens is that a lot of people follow what's going on with hashtags. Twitter search engine: www.search.twitter.com, which is the search engine for Twitter, and I go back and copy this hashtag (#TSTC) and type it in and see what results. You’ll see the people online twittering with the hashtag #TSTC — and all of their content comes up. Searching on Twitter Still at search.twitter.com, search for other things besides hashtags and words. Put in any term. For example, Search Tech Ed Search your technology Search enrollment Click on one of the Search Clouds of what others are saying Direct Messages We've talked about replies and retweets. Let's talk about direct messages. What's great about Twitter is that you can send anybody who's following you a direct message. The Key is you can only Direct Message a follower. Click on 'Direct Messages' on the right. There's another way to do this. While you're on your home page, if you're twittering something, you can type in 'd' (in the box above) [space] denisewakeman. You'll notice that it now says 'Direct message' .
- Let’s discuss some tools that you can use and some strategies that you can use to extend your reach on Twitter. Twitter has allowed others to interface and design third-party applications that make it super, super powerful. One of the more powerful applications that I want to talk to you about is one called TweetDeck. I use TweetDeck on my computer, and UberTwitter on my phone. www.TweetDeck.com : This is an application that works on the Macintosh and on Windows. I think even on Linux. So you don't really have to worry about what operating system you're on in order to use TweetDeck. Here's what's kind of cool about TweetDeck. TweetDeck is an application that allows you to create different columns for different kinds of things going on in Twitter. For example: First column is showing the tweets that are going on with my friends. Second column searches all mentions of TSTC Third is my friends facebook status updates --- yes it integrates with facebook. Favorites Direct Messages TwitScoop … what’s going on in the Twittersphere You can also set up groups. You can set up groups of experts. For example, media, students, coworkers, friends. This allows you to filter out certain people into certain groups. TweetDeck has a built-in URL shortener. You'll notice that as I'm typing, my counter over here has gone down and it has turned red because I've run out of space. There’s often no room for long URLs… so you just paste your URL in right here, select the shorten URL. Boom! It has all of a sudden created a shortened version of the same URL instead of this long one. Facebook. You can also update your Facebook identity. So you can have your Twitter stuff within TweetDeck go to Twitter and Facebook. It's just a matter of setting up some things. TwitScoop, it's going to show you a new column of all the trendy things that are going inside the Twittersphere. The bigger they are, the bigger the trend. URL shortener from Web applications. bit.ly (www.bit.ly) shortens longer links.
- Facebook Profile Make sure it's complete. Make sure that you've got a picture. It's called 'Facebook' for a reason. People want to see your smiling face. Make sure you include information about who you are and what you do. Also, you want to include links to your primary sites, i.e. your blog. Make sure that's there.
- Fan Page Of course, you want to have a fan page. Each of the TSTC Colleges have a fan page, as does the System. The colleges pages are focused to prospects and current students. The TSTC page is focused to our internal audience and influencers. Make sure your fan page is complete with a focus on your business and how you serve people. You want to be active and visible. You want to participate, comment, update your status and have links to your blog. You can also have your blog feed fed straight into your personal profile and to your fan page. This is really important because this is what drives people back. Have events, opt-in lead generator for newsletters, or invitations to events? Be visible: Post your own status updates, and comment and give “thumbs up” to your friends comments. Facebook… fan pages are the only pages that are open to google searches and anyone, even those without facebook accounts can view fan walls.
- Creating an account is pretty easy. Go to http://www.myspace.com/ Sign Up Fill out you profile info and customize the background as you wish. Just as with Facebook, there are video apps, “wall” comments, blog posts, photos,etc. The main difference as you can see with MySpace is you can customize your background vs. with Facebook it’s a standard design profile. At TSTC Waco, more of the incoming students seem to use and prefer MySpace, most likely because of the creative expression. We try to migrate them to Facebook as soon as possible, but still have to use MySpace because that’s where the students are.
- Ground Rules: Be authentic and genuine. Two-way communication. Converse. Determine your Brand You have to understand who you are and what YOUR brand is. The beauty of understanding that is that it dictates, for all of your communications, what you are going to write. Everything you write now in the social space is based on who you are. Ask yourself: What is your product or service? How do you communicate with people on LinkedIn? How does LinkedIn fit in with your other social tools? Tips: Invite your existing contacts from gmail; yahoo; hotmail etc. Search for connections through the Groups feature on the left. When you send invitations, personalize them. Contacts … periodically review your network, and your network statistics. Go to Add connections and search for colleagues, classmates and invite them to connect. Schedule Events as appropriate. Give and get recommendations from those who have known you at various stages of your career. Install SlideShare and Polls application at least. WordPress also if you have a blog through Wordpress. Answer some LinkedIn Answers (1 per week at first). Ask Questions (piece your contacts lists so they don’t all get questions every week)… one of most powerful tools of LinkedIn. Ask Polls and then post blogs based on the responses. Go to your connections, and recommend people and/or forward their profile and make introductions to other connections.
- A blog also helps you establish your expertise. You write about what you know. You write case studies, answer questions, give examples and have conversations. You also get to control your message. You write what you know. You write what you want your readers to know. Of course, you can't control how they respond, but it is an opportunity for a dialogue beyond the chit-chat of the social networks.
- When I say 'organic', that is in contrast to using pay-per-click advertising to drive traffic. Start with a blog, it's because it's really the most well established social media tools. It serves as a home base for your business and communication. It is a repository for your intellectual property and it's a very powerful content management system. It's really where you want to drive all your social traffic because a blog is where you can go deep into the conversation and where you can convert those readers into becoming leads or prospects or customers. The idea here is that consistent fresh content attracts search engines. When the search engines are attracted to your content, that means they're indexing your content over and over. This is not the case with a static, brochure-style website — kind of a portfolio site, if you will — that doesn't get updated on a regular basis. On many websites, you stick the content up there and they never change. Or maybe every six months something new is added, a press release or something. But a blog is quite different because you are creating content on a consistent basis. A blog also helps you establish your expertise. You write about what you know. You write case studies, answer questions, give examples and have conversations. You also get to control your message. You write what you know. You write what you want your readers to know. Of course, you can't control how they respond, but it is an opportunity for a dialogue beyond the chit-chat of the social networks.
- A picture may tell a thousand words, but all too often it's not that flattering a story. As many of us have learned to our cost, having the whole world see what we've been up to, courtesy of tags added by well-meaning friends, is not always cause for celebration. Tagging is the way the web works these days and, used properly, it can help you climb to the top of an image search results list and get noticed. Alternatively, tags can be used in a far more niche manner, so that only those in the know, know where to look. You'll find tagging and other sorts of associative web trails all over the modern internet. But few of the best-known sites are as focused and user-friendly as Flickr. The website is almost entirely concerned with photos and beautiful images, and it presents a very pretty face to the world. The most populated topics have larger tags on the Flickr home page's 'tag cloud', and it's a cinch to add to an existing cloud or create one of your own. You may already have a photostream on Flickr, and the basics of posting and sharing pics are so intuitive that you'll hardly need any help. But this isn't the same site it was even a year ago, let alone when it first launched in 2004. We'll help beginners and experienced users alike get more out of the site's hidden tools and options. Flickr doesn't have as many add-ons and widgets as some of the other Web 2.0 sites, such as Facebook, and isn't as customizable as the Firefox web browser. But it can certainly be personalized to work the way you want. If Flickr is your way of showing the world what you think, where you've been and what you can do with a camera, why not try some of these tips and show the world your best side?
- You can browse to the photos you want to upload and select them individually, or download a Flickr desktop tool to automate the process. Right-click on the photo to automatically send it to a Flickr set or create a new one. You can auto-resize images via Edit, Preferences, Upload Actions. When you start adding photos to your Flickr page, you create a photostream. This can be a single set of images or be organized by subject, location or any label you wish. To rename an image, click in the filename field and overwrite the text. Press Save, 'Add to Set' to instantly organize your uploads. If you haven't yet created any sets, you can do so now by choosing a theme for the photos the set will contain. When you're in the Organize menu, you can grab several photos on your photostream and send them all to your new set or group, or assign properties to all of them at once.
- The photos you upload to Flickr are set as Public. You can alter this under Organize, where it's also possible to adjust whether your photos can be found by their tags, image type and other criteria. Public Flickr photos show up in image search results. You can also set age restrictions and a suitability filter. There are millions of photos on Flickr. You can make your photo collection as hidden or as prominent as you like by adding obvious or more obscure tags (searchable descriptions of an image's content). For ideas, go to the Explore tab on the Flickr home page, enter a search term and see what comes up. You can invite friends and family to view your photostreams by email or by uploading the link to your blog (if you have one). If you're a Facebook member, you can link the two sites. Search for Flickr on Facebook to find the official Flickr link. You need to give Facebook permission to import your Flickr photostream. Enter your Yahoo email address and Flickr password to confirm the link. You can do the same in Blogger, Wordpress and MySpace. Instead of simply setting your photos as Private, you can use the Creative Commons Licence to place limits on their usage. Go to Organize, Permissions (or click Edit next to the copyright symbol) to set permissions and specify whether other people can distribute and display your pics. If yours is a free Flickr account, friends can only download the image they see onscreen (or a smaller one). Only paid-for Pro account users can allow other people to download their originals. Flickr resizes photos to be 100, 240, 500 or 1,024 pixels along its longest edge. You can set size options on the Permissions page. The monthly upload limit for free accounts is a fairly generous 100MB. Even so, you may want to consider resizing your photos before you begin so viewers don't have to wait an age for images to load. You can automate the resizing process in many photo editors, or you can use jUploadr. You may prefer to edit your photo collection online using the Picnik batch editor that's incorporated into the site. Scroll down the Flickr home page and choose 'Edit Your Photos' or click the Edit Photo option above your snap. Note, however, that you can only keep both copies of an image with a paid-for Pro account. It's possible to have photos from several contributors housed in a central place using Flickr Groups. You can set a public group, a private group that only you and the other group members can see or a public group that operates on an invitation-only basis. Select Explore to search for groups. To set up your own, click the Group tab on the Flickr home page and choose 'Create your own group'. Decide on a type. You can't make a private group public later on, but you can hide a public one. If your group's photos contain adult content, tick the relevant box so that under-18s can't view it.
- The first two points are fairly clear, but the third could be the most important. That last point can best be explained by thinking about who who really benefits from YouTube. The users that post video and now have access to thousands of viewer obviously benefit, but I would argue they are not the big winners, because they don’t usually make a lot of money from their 15 minutes of fame. The real beneficiaries are the commercial TV stations and production companies that find their content pirated on YouTube. Piracy is always a big concern, but it seems that long, full-episode videos do not work very well-not so much because of bandwidth but rather usage patterns. In my experience, most people bounce around YouTube and similar sites looking at a moderate number of shorter clips, rather than sitting down for an evening and watching Schindler’s List. So the majority of the commercial content seems to be clips from shows. Shows that can be broken down into smaller segments see the biggest benefit. Comedy Central and Cartoon Network are two very good examples of commercial producers with content perfect for this medium.
- Tip #1: Flag a Video for Future Viewing Here's a familiar situation. You're browsing the YouTube site and find a video that looks interesting, but you don't have the time or inclination to watch it right then. Fortunately, YouTube lets you save this video in a temporary QuickList, without having to open the video page and start playback. Then, when you're ready, you can go back to this video and watch it at your leisure. To add a video to your QuickList, all you have to do is click the little + button at the lower-left corner of any video thumbnail. Videos stay in your QuickList for just a single web browsing session; as soon as you close your browser window, the QuickList is flushed. To see all the videos stored in your QuickList, go to any video viewing page and look for the Unsaved Playlist panel on the right side of the page. View a single video by clicking the thumbnail, or you can play all the videos in your QuickList one after another by clicking the Play All link. To clear your QuickList, click the Clear link. Tip #2: Save Your Favorite Videos Videos stay in your QuickList until you close your web browser; the next time you visit YouTube, those QuickList videos aren't there anymore. When you view a video you like and want to keep longer than a single session, you can save it to your YouTube Favorites list. This list is kind of like the Favorites or Bookmarks list you have in your web browser. Any videos saved in YouTube Favorites can be easily accessed for future viewing. To save a video to your Favorites list, open that video's viewing page and click the Save link beneath the YouTube video player. This adds the video to the Favorites list. When you want to revisit any of the entries in this list, go to the YouTube home page and click the My Favorites link in the My box. This displays a list of your favorites. Click any video to watch it again. Tip #3: Create a Video Playlist One of the challenges of enjoying YouTube is the sheer volume of videos available. Saving videos to your Favorites list is one way to handle this volume, but even the Favorites list can get too large to be easily manageable. For that reason, you may want to create playlists separate from (or in addition to) your Favorites list. A YouTube playlist is simply a collection of videos, organized by whatever criteria you deem appropriate. You can play the videos from a playlist individually or as a group, just as you would the songs in a music playlist on your iPod. And, of course, YouTube lets you create multiple playlists; you can have as many as you want. There are several ways to create a playlist and to add a video to that playlist. The most common method is to open the page for a video and click the Add to Favorites link. When the Add Video to Your Playlists pane appears, pull down the Select a Playlist list, select the playlist you want, and then click OK. Tip #4: Share a Video via Email If you like a particular YouTube video, chances are you have a friend or two who might like it, too. That's why YouTube lets you share the videos you like—in fact, this type of video sharing is a defining feature of the whole YouTube experience. You share YouTube videos via email. That is, YouTube lets you send your friends an email that contains a link to the video you like. When a friend receives this email, he or she can click the link in the message to go to YouTube and play the video. When you want to share a video, go to that video's page and click the Share link underneath the YouTube video player. This opens the Share Video pane; click the Friends link. When the next window appears, enter the email addresses of the intended recipients, separating multiple addresses with commas. Enter your name and a personal message if you want. Click the Send button, and in a few minutes your recipients will receive the message. By the way, you can also share videos from your Favorites list. Just click the Share Video button beneath the video you want to share; then proceed to send the email as usual. Tip #5: Watch YouTube Videos on Your Mobile Phone If you have a web-enabled mobile phone, you can now watch YouTube videos from wherever you are. The Mobile YouTube interface lets you search for, download, and view videos on your web-enabled mobile phone. (Make sure you have a fast mobile Internet service—and a fully charged battery!) To try it out, point your phone to m.youtube.com and get ready to watch. And if you have an iPhone, you can access YouTube videos directly from the main screen. Just make sure you're connected to the Internet, press the YouTube button—and enjoy!
- Tip #6: Post a Video Comment On most video pages, the bottom-left of the page is taken up by a series of viewer comments. Users can post their comments about any video. These remarks can be serious or considered, or just exclamatory ("Cool video!"), depending on the person doing the posting. Most users add text comments, which is easy enough to do. Just open the video viewing page, scroll to the Comments & Responses section, and click the Post a Text Comment link. When the Text Comment box appears, enter your comments and then click the Post Comment button. To reply with your own video comment, scroll to the Comments & Responses section and click the Post a Video Response link. This displays a new Video Response page. From here you can choose to record a video response (using a webcam and microphone), or choose another video you've already uploaded to YouTube as your response, or upload a new video as your response. Follow the onscreen instructions to record/choose/upload the video you want to respond with. Tip #7: Post YouTube Videos to Your Own Blog If you have your own personal blog, YouTube makes it easy to send any public YouTube video to your blog as a new blog posting. First, however, you have to tell YouTube about your blog so that it knows where to send the post. Start by clicking the My Account link at the top of any YouTube page. On the My Account page, scroll down to the Account Settings section and click the Video Posting Settings link. When the next page appears, click the Add a Blog/Site button. YouTube now displays the Add a Blog/Site page. Pull down the Blog Service list and select your blog host. (YouTube supports automatic posting to Blogger, Friendster, LiveJournal, Piczo, WordPress.com, and WordPress self-hosted blogs.) Now enter your blog username and password, click the Add Blog button, and you're finished with this preliminary setup. Once configured, it's a snap to send any public YouTube video to your blog. Just open the video's viewing page and click the Share link. When the Share Video panel opens, pull down the Choose a Blog list and select your blog. Enter a title for this post, and then enter any text you want to accompany the video. Click the Post to Blog button, and YouTube posts the video (and accompanying text) to your blog as a new post. Tip #8: Upload "Live" Video from a Webcam When it comes to uploading videos to the YouTube site, many users upload video files they've recorded from a digital camcorder. But that's not the only type of video you can upload. Did you know that you can upload videos recorded directly from a computer webcam? This trick is performed with YouTube's QuickCapture feature, which lets you record "live" video from your webcam. Just sit in front of your webcam and start recording; whatever you record is uploaded directly to the YouTube site. Here's how it works. With your webcam connected and running, click the Upload Videos link on any YouTube page. When the Video Upload page appears, enter the title, description, and other information for your upload. Then click the Use Quick Capture button. This displays the Quick Capture page. Pull down the list boxes above the video window to select your options for webcam video and audio. You'll then see the picture from your webcam in the video window; click the Record button to start recording. When you're finished with the recording, click the Finish & Exit button. YouTube automatically uploads the video to the site and displays the Quick Capture Complete page. Your video will be available for viewing shortly. Tip #9: Upload Videos from Your Mobile Phone Here's another cool and convenient way to post videos to YouTube: Use your mobile phone. If your cell phone has a built-in video camera, you can upload videos directly from that phone without first copying them to your PC. All you have to do is set up YouTube's mobile upload options and then email your videos to the YouTube site. To configure YouTube for your mobile phone, click the My Account link at the top of any YouTube page. When your My Account page appears, scroll down to the Account Settings section and click the Mobile Setup Page. This page creates an email address to which you should send your mobile videos. Typically it's a series of numbers followed by @m.youtube.com . Make a note of this address and enter it into your mobile phone's address book. To upload a video from your mobile phone, start by recording the video on your phone; then email the video to the @m.youtube.com address. You'll be notified via email or text message when YouTube has received the email and begun processing the video. You can then go to YouTube's website and edit specific information about the newly uploaded video. Tip #10: Edit Your Videos within YouTube If you're like me, not all your videos are perfect on first recording. Most can do with a little editing—rearranging some of the scenes, adding titles, applying special effects, and the like. Previously, you had to do this editing in a separate program, which cost you money. Now, however, you can do some basic editing of your videos after you've uploaded them to YouTube, using the edit feature, changing sound track, adding annotations and captions. Definitely not the best option, but an option nonetheless.
- Social bookmarking is essentially what you would do with your web browser, i.e. you go to a site, you like it and you bookmark it, but it's shared. It's bookmarking but shared with other people. That's where the traffic comes from because the more people see something, the more they're going to click through and the more people are going to arrive at your site or the site that was listed.
- How They Work: Member submits story; Other members vote up or down; Story appears on “upcoming”, under categories or in rotation; Votes reach a threshold of + or - and go hot or get buried.; Hot = Homepage, Buried = Nowhere Getting to homepage means flood of attention ; Threshold depends on votes and “power” of the users Users gain power by participating; To avoid gaming, certain rules can also devalue a vote Anti-Gaming Measures: A vote will be devalued if it matches patterns: Multiple votes from same IP address; User registered just to vote this story; Only votes small list of domains; Visitor arrived on story page rather than browsed; All votes in same timeframe Votes coming from one referrer; Submitters friends compared to strangers When you're creating content though, if you're creating content for yourself or for a business to get proof-positive attention, you've got to remember your brand. It's not worth just getting attention. You want attention that is a positive brand builder. So it's worth underlining that attention on its own is just vanity. Get attention for a good reason.
- Make your content worth a second look. Even better, if it requires a second look, if you can't consume it in a single sitting and you want to come back to it, then you've won. It should either be timeless or constantly up—to-date. If it's statistics, then it should be up-to-date or it should be evergreen content. It should be something that stands the test of time because if somebody bookmarks it and comes back two weeks later and it's out of date, then they're going to feel cheated. To make it worth a second look or require a second look, make it comprehensive. While you can get away with blogging 500-word articles, if you do a 2,000-word page and you make it detailed and you make it valuable, then it's going to get more bookmarks. The way I often do this is with a little trick that I've been using lately. I have a long article, but then have a mind map attached that people can download, have an article with a video or have an article with a flow chart that you can print out and put up as a poster. The more value you add, the more likely you are to get links and bookmarks. So consider having an article that's very valuable, very timeless, and then add attachments. Think of it like you're creating a product with bonuses.