With so many female-driven films and strong roles at this year's fest, and in the spirit of the opening night film, we'll be profiling some of the most kick-ass females representing at SXSW this week. Next up: Skateland star Ashley Greene.

Like many of her cast mates, 23-year-old actress Ashley Greene has enjoyed a meteoric rise in popularity thanks to her involvement in the Twilight films, in which she plays the cheery, pixie-like vampire Alice Cullen. And, like many of her co-stars, Greene has taken advantage of her newfound celebrity to pursue non-Twilight projects between filming on New Moon, Eclipse, and the planned franchise finale, Breaking Dawn. One of those projects was Skateland, a Texas-set coming-of-age drama set at the beginning of the '80s, in which Greene plays the best friend to actor Shiloh Fernandez's lost protagonist, Ritchie Wheeler.

For Greene, the role of Michelle was a chance to stretch as an actor, to exercise muscles she hadn't been given the chance to explore in her pre-Twilight days. Fans who have only seen Greene as Bella Swan's perky BFF should enjoy watching her take the lead in Skateland, in which she's asked to riff with her male co-stars, express subtle emotional beats, and play out a tender love scene with Fernandez.

Cinematical spoke with Greene in Austin, where she was attending the SXSW premiere of Skateland.

Filed under: New Releases, Festival Reports, Fandom, Interviews, Cinematical Indie

Continue reading The Kick-Ass Ladies of SXSW: Ashley Greene

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Researching topics such as health, diet, and (especially) the effectiveness of dietary supplements can be hard and time-consuming. Obscured by thousands of marketing tricks, finding the truth takes days, if not weeks of research.

So, when someone puts in the time to do the research and create an infographic that makes certain aspects of these topics easy to understand, it can be a huge time saver. Read on for some of the best health-related infographics we’ve found online.

As always, consider the figures in these infographics with a grain of salt. No one guarantees that the numbers are correct, and some of them are definitely open to interpretation.

1. Dietary Supplements

This is, without exaggeration, the most amazing and useful infographic I’ve ever encountered. It looks fairly simple, but it took many hours of research to create it, and it is, to my knowledge, the best resource about the actual efficiency of various dietary supplements out there. From the author:

“This image is a “balloon race”. The higher a bubble, the greater the evidence for its effectiveness. But the supplements are only effective for the conditions listed inside the bubble.”

The graphic shows the effectiveness of health supplements on the Y-axis (higher is better), and uses the size of the bubbles to illustrate the popularity of that particular supplement among US adults. Anything below the “worth it line,” doesn’t have enough evidence of medicinal benefit and is probably not worth your time, according to the graphic’s creators, who looked at data from over 1500 studies on both PubMed (US National Library Of Medicine) and Cochrane.org. The infographic effectively combines data on both popularity and medical benefits to create a resource that points out the best health supplements, as well as which ones American consumers believe in the most.

Check out the interactive version, which lets you filter the supplements by function, here.

2. Should You Drink Tap Water?

This is a look at five most and least polluted water systems in America (in larger cities), showing that not all tap water has been created equal.

If you’ve been struggling with the issue of drinking tap or bottled water, this info might help you make a decision. Of course, the data in this infographic, created by GOOD, covers only 10 cities, but it highlights an important point – not all chemicals that can appear in tap water are regulated. The graphic illustrates how many pollutants are found in each water system, how often they’re found, and what type of bacteria exists.

See a much larger version of the image here.

3. Obesity in the USA

Obesity is a known problem in the USA, but which states are affected the most? This is the most recent infographic on the subject we could find, listing obesity rates in all US states, as well as obese and overweight children rates in the USA.

Besides these numbers, this attractive infographic highlights several important points; such as overall high rates of obesity among high school students, as well as the direct and indirect costs of obesity to the US budget.

The full version can be found here.

4. The Cost of Health Care

Right now, one of the most debated topics in the USA is health care reform, and how much the proposed health bill will cost individuals and business. But how much are people paying for health care in other countries around the world?

This infographic, created in a collaboration between GOOD and Way Shape Form, shows the average life expectancy in various countries (indicated by the fullness of the IV bags), as well as several other health-related stats, such as infant mortality rates, and the cost of health care.

See the zoomable version here, or a very big image here.

5. Fatality Rates for Different Diseases

This visualization was created by David McCandless, the creator of the Snake Oil infographic mentioned above. It’s a slightly morbid chart, showing the average fatality rates for known diseases — the size of the bubble indicates how likely you are to die from a given disease (larger is more fatal).

It comes, however, with an optimistic second chart. The X-axis shows the fatality rate, but the Y-axis shows how long the cause of the illness can survive outside of the body in ideal conditions. Lesson: wash your hands!

Know of any other great health-related visualizations or infographics? Let us know in the comments!

Tags: health, infographic, visualization

News broke yesterday that popular online Q&A startup Formspring.me had raised some $2.5 million in venture funding and would be relocating to Silicon Valley from Indianapolis. As a user and fan of the service, I am happy to see the company rewarded for its success, and I am excited to see how they can improve their already great product. However, as a follower of the national and global startup culture, it is a little disappointing to see the company leave their home and head west to the Valley.

Sponsor

Formspring.me was spun out of Formspring.com, a platform for creating online forms, when users began creating forms to answer personal questions. According to the New York Times' Brad Stone, Formspring.me has raked in $2.5 million from investors based solely in Silicon Valley. VC firms Baseline Ventures and Freestyle Capital teamed with angels Kevin Rose, Dave Morin and Ron Conway's SV Angel to provide Formspring.me with some well deserved, and high profile funding.

Silicon Valley is certainly the mecca of venture capital and social web applications, and in many ways, moving the company to the Valley is a smart move. As we mentioned back in January, Formspring.me plans to rewrite its application to scale more efficiently as the product grows in popularity - something that requires talented programmers. The company has already listed four job openings in San Francisco for a pair of developers, a designer and a data analyst.

By moving to the Valley, Formspring.me will be able to tap the enormous talent pools to find top tier programmers and designers to take their app to the next level. If they want to build out an API and create mobile applications for their app, they are in the right place to do it. When the time comes to look for further funding, having set up shop in the Valley will certainly benefit the company in their efforts.

For other cities outside of the Valley looking to build competitive startup and venture capital communities, these are unfortunate truths. It is not uncommon to see successful startups leave their cities of birth for the Valley to find talented employees and raise their chances for finding funding. We recently discussed Chicago's growing startup scene, which is not far from Indianapolis, but the opportunities in the Midwest do not yet compare to those available in other booming startup cities.

Had Formspring.me been founded in a city like Austin, Boulder, New York or Boston, they would have likely remained there upon receiving funding. That is, perhaps, if they received funding locally. While the Midwest is growing its startup culture, there are far fewer VC firms, and far smaller talent pools when compared to other locations. Until more cities have their own thriving startup scene, stories like Formspring.me's will continue to play out across the country.

The fact that Formspring.me attracted funding from the Valley before relocating raises the question of whether the decision to move was theirs or if it was a recommendation or stipulation of the investors. We have reached out for comment on this question and will update this post as more information becomes available. In the meantime, let us know what you think of Formspring.me or any other startup moving to the Valley in the comments.

Disclosure: The New York Times is a syndication partner of ReadWriteWeb

Discuss

Five years ago, when most BitTorrent sites had only a handful of visitors, ShareConnector was serving eDonkey links to millions of file-sharers every month. This popularity didn’t go unnoticed by the local authorities, who were tipped off by BREIN and started a criminal investigation into the operator of the site, as well as the people behind the site Releases4U.

What followed was more than 5 years of legal battles in both civil and criminal court cases. In the criminal case the operator of ShareConnector came out as the winner in 2007 and was released from all charges.

The court ruled that the authorities failed to provide any evidence to prove ShareConnector was involved in copyright infringement nor enough to prove that it was criminal in nature. In addition, the judge ruled that the initial arrests were unlawful as the evidence provided by BREIN was insufficient.

After this decision ShareConnector came back online. However, this comeback was short lived as local anti-piracy outfit BREIN initiated a civil lawsuit, trying to prevent the operator from keeping the site up and running. This lawsuit was won by BREIN but the ShareConnector operator decided to appeal the ruling.

This week a court announced the verdict of the appeal and it came out negative once again. Although the court ruled that the operator of ShareConnector wasn’t guilty of copyright infringement, it said the site must remain closed for good. The judge ruled that sites that offer hash links (like .torrent links) are facilitating copyright infringement, an unlawful behavior.

The outcome of the case is disappointing to aDI, the operator of the site, who further said that it didn’t surprise him. He had hoped, however, that the ruling in the appeal would be in line with recent cases in Spain where P2P indexing sites were deemed legal.

“The results are just what I expected, so nothing surprising here considering all the similar recent cases with just about the same conclusion we see here. The trend has been set by those ignorant old judges that fail to see the logic, contradicting the rulings from Spain,” said aDi in a response to the verdict.

“Unfortunately this is not Spain, the Dutch legal system is dysfunctional, lacking logic and professionalism. Why does it take more than five years and so many criminal trials to prove a simple fact? How come all the pathetic private organizations whose main interest is money and not the artists, get away with lies and deceptions spreading their propaganda in the media?,” he added.

What remains for the ShareConnector operator is the appeal of the criminal case that will be heard in April. In 2007 he was released from all charges, but after two years the Department of Justice filed the appeal. The charges in this case are membership of a criminal organization and (assisting in) the distribution of copyrighted material. The additional charges of copyright infringement were dropped last week.

In the upcoming trial Dr. Johan Pouwelse will appear as an expert witness on behalf of the defendant. Since downloading copyrighted films and music is not illegal in The Netherlands, he is expected to testify that there are various ways for eDonkey users to disable the upload feature. Whatever the outcome of the criminal trial, ShareConnector will never return.

Article from: TorrentFreak, check out our new blog at FreakBits.

For many people, Twitter offers a larger, more diverse stream of constantly flowing data than they've ever had to deal with before in their life. Depending on how many people you follow and how much they tweet, the information can become unmanageable. To that end, we have user lists, third-party clients, Twitter tools and search.

And today, it looks like Twitter has begun working on making this last option - search - more useful for its users by offering the ability to percolate popular search results to the top of the page.

Sponsor

Jennifer Van Grove at Mashable noticed an update in the Twitter API Google Group this morning that alerts us of a soon-to-come search feature - popular tweets.

From the post on Google Groups:

Until the popular tweet feature all search results have been sorted chronologically, most recent results at the top. If a search query has any popular results, those will be returned at the top, even if they are older than the other results.

Basically, the API will now offer a variable named "result_type" that can will return either "popular" or "recent". Programs will be able to use the variable to either return search results with popular tweets at the top as default, show only popular results or show only recent results.

Also added to the Twitter API this week are two other variables for the retweet API.

The first will return up to the first 100 user representations of those who have retweeted the tweet specified in the url by :status_id.

The second will return just the ids of those retweeters for the cases where
that's all you care about.

Perhaps these have some sort of implication in how tweets will be deemed popular, but even if not, it could be useful in watching the trickle-down spread of a tweet.

Discuss

German firm Hipp says one in four consumers now grown-ups who find baby food easier to swallow and digest

Can't be bothered to chew your food? Too tired to cook and looking for a quick meal? You might consider opening a jar of baby food.

The world's largest baby food manufacturer has said an increasing number of adults are turning to its pureed meals because they find them easier to swallow and digest.

About one in four consumers of the more than 100 varieties of pulped food – from apple and cranberry breakfast, to vegetable and beef hotpot – made by the Bavarian-based firm Hipp are adults, according to its owner.

Claus Hipp said that, in recent years, the products had grown in popularity, particularly among elderly people, with stewed apple said to be their favourite dish.

He said the company – established by his father, Georg, 50 years ago and now producing 1.5m jars a day – was increasingly turning its attention to the adult market rather than babies as Europe's population ages.

"Not so long ago, we had twice as many births than now, and that, of course, has a knock-on effect. As our society gets ever older, baby food is showing that it has a future in the adult market," Hipp said at a company birthday celebration.

Despite the fact that birth rates have dropped in most European countries, most notably Germany, the company's profits rose by €90m last year to €500m (£450m).

Hipp said calorie-conscious new mothers who saw the meals – which are low in fat, sugar and salt – as a good way to help them lose weight after giving birth were also among the new customers it had won in recent years.

Sportsmen and women in need of nutritious meals that do not sit heavily on the stomach were also among its customers.

The company, which recommends its organic meals to babies "at the start of weaning to three years of age", and makes no mention on its packaging of anyone above that age, said it had no intention of relaunching the products for a separate market.

"Older people can often cope with the mashed baby food better than regular meals, but we're not planning to change our advertising to target them ... we want to keep our baby image," Hipp said.

Eileen Steinbock, of the British Dietetic Association, said pureed food could benefit people whose ability to swallow had been greatly reduced through old age, dementia or a stroke, and was already in widespread use in care homes.

But people who could still chew and swallow should continue to do so for as long as possible, she added.

"I wouldn't like to see people being given pureed food just because it's easier for a carer to give it to them that way. It should only be given when it's appropriate or essential," she said.

• Germany
• Food & drink industry
• Food & drink
• Older people

Kate Connollyguardian.co.uk © Guardian News & Media Limited 2010 | Use of this content is subject to our Terms & Conditions | More Feeds

A few days ago, we noted that Facebook was testing putting links to QR codes on their main profile pages. Now we know why. Apparently, Facebook is doing some testing ahead of their location feature roll-out, which will use these codes.

A source with knowledge of Facebook’s plans tells us that the QR codes will be used with an upcoming version of Facebook’s mobile app. More specifically, businesses could potentially print out a QR code and put it on a wall or a counter in their venue to allow users to scan it to check-in at that store, we’re told. Facebook is expected to unveil its location plans at its f8 conference in late April.

For those unfamiliar, a QR code (short for “quick response”) is a sort of barcode that stores information which can be captured and interpreted by a mobile device by way of the camera on the device. Google, Microsoft, and others have been experimenting with their usage recently, and now Facebook is hoping on board.

But Facebook’s idea is particularly interesting because it’s based around the hot check-in space right now. While services such as Foursquare and Gowalla are quickly gaining popularity, both still have under 1 million users, while Facebook has over 400 million users. Recently, the social network has been testing out pulling in data from both of those networks, rather than trying to build its own location network from scratch.

That said, with a feature like this, it appears that you could use Facebook to check-in, then perhaps send it back out to someplace like Foursquare. The problem with Gowalla is that their API is currently read-only, so checking-in would have to be done through their own app, and not Facbeook.

While the QR code links spotted the other day didn’t work yet, it was clear that one would link to the actual profile page, while the other would link to a particular status update. It seems that Page owners will get the option to view them soon as well.

Facebook’s location plans continue to unfold.

CrunchBase InformationFacebookInformation provided by CrunchBase

By Scott M. Fulton, III, Betanews

Literally every day at Betanews, we get at least one security vendor "alert" of some type, warning us to be on the lookout for the latest malware. The message is always the same: Advise users to stay vigilant, to keep patching, to upgrade their antivirus to the latest editions. But the profiles of the malware typically look the same, too -- stuff you might click on by accident, links pretending to be from your "best friend" in an e-mail message, ads for products that look too good to be true.

For many of us, the situation is getting to be like the US' terror alert level, which has remained at "Yellow" since the fall of 2007. We starting to forget what "elevated" vigilance means. And maybe that's a problem, because lack of attention to advice about real threats could become as dangerous as lack of attention to any one of those miracle weight-loss links.

This isn't an ad, it's my opinion: Over the years, I've trusted the engineers at Sophos Labs to present down-to-earth analyses of possible security scares. This morning, I forwarded two recent reports from other well-known security vendors to Sophos' Chester Wisniewski, reports about malware that didn't fit the ordinary profile we tend to see from day to day.

The first report comes from ALWIL Software, publishers of Avast anti-virus, and it's been heavily circulated since it was first issued last February. It speaks of the horrors of receiving unsolicited malware by way of JavaScript elements embedded in the ads that appear on Web sites -- the sources of which, sometimes, innocent publishers have no control over.

"The malware usually spreads through Web infection placed on innocent, badly secured Web sites," reads last month's initial warning from the Czech Republic-based Avast's Jiri Sejtko. "The ad infiltration method is growing in popularity alongside with the Web site infections. Now we are facing probably the biggest ad poisoning ever made -- all important ad services are affected. It means that users might get infected just by reading their favorite newspaper or by doing search on famous Web indexers. User interaction is not needed in this attack -- infection begins just after poisoned ad is loaded by the browser -- it is not a type of social engineering."

A chart from the ALWIL security research team showing what it claims to be the number of detected instances of malware sent by advertising platforms over a six-day period.

ALWIL's research found the Fox Audience Network as among the ad platforms spreading the alleged infection, which the firm dubbed "JS:Prontexi." On Tuesday, a public relations effort by the firm dubbed the malware a "widespread campaign," leading to blanket coverage such as this story in Media Post on Tuesday, this story in the Danish BizReport earlier today, and this blog post on Photoxels, which contains the original press release in its entirety.

That press release stated as many as one in two online ads served worldwide was in danger of being infected by the malware the ALWIL team discovered. "JS:Prontexi highlights the lack of care shown by advertising services providers to actively screen the content they are distributing," Sejtko is quoted as saying.

Can this problem truly be this bad -- a malware component with a 50% worldwide Web reach?

"Infections on ad services are certainly of heightened concern," Sophos' Chet Wisniewski told Betanews earlier today, "yet this is almost a month old, and the miscreants who caused this incident have since moved on. To claim it as the biggest ad server compromise ever seems to me to be a bit of hyperbole." The moral of the story, according to the ALWIL press release: Pay attention to situations where you may think antivirus software like Avast is returning false positives...they may not be false. Again quoting Sejtko, "Consumers shouldn't immediately accuse their antivirus program of a false positive when a familiar site gets blocked. There can be a real danger."

The other "red alert" this week comes from McAfee Labs, as part of its new program of publishing "Consumer Threat Alerts." One of the first such alerts yesterday concerns a worldwide "Facebook password reset scam." Here, users worldwide are sent an ordinary e-mail -- no graphics, no text formatting, just an e-mail with an attachment: "Dear user of facebook [sic], Because of the measures taken to provide safety to our clients, your password has been changed. You can find your new password in attached document. Thanks, Your Facebook."

As McAfee's threat alert from yesterday reads, "This threat is potentially very dangerous considering that there are over 400 million Facebook users who could fall for this scam. This is also the sixth most prevalent piece of malware targeting consumers in the last 24 hours, as tracked by McAfee Labs." Since this is also the type of phishing scam that we see here at Betanews every single day (sometimes every few hours), certainly this can't be the kind of malware delivery mechanism that people fall for, can it? Haven't people smelled this kind of scam long enough to spot it at a distance?

Surprise. As Wisniewski told us, this one deserves the red flag and the blaring klaxons.

"We are seeing very high volumes of this attack. Sophos detects the attachments as TROJ/Invo-Zip, which we talked about being involved in a similar MySpace attack this January. It then proceeds to infect you with Mal/FakeAV-BW (Fake Anti-virus). The same malware is also making the rounds as a fake delivery notification from DHL. The only thing unique is the extremely high volumes and the large user base that Facebook has that could be convinced to run the malware."

So to recap: A completely unsophisticated e-mail attachment, of the garden variety we've seen for the last 15 year, is seen by Sophos as being more dangerous and widespread than an embedded JavaScript that one security researcher says has the potential of appearing in half the world's online ads. The only way to ever find out the truth, is to ask the right questions of the right people.

Copyright Betanews, Inc. 2010

The B2B Marketing series is supported by the MarketingProfs B2B Forum, where you’ll learn the ins-and-outs of social media as part of your overall B2B marketing mix. Register today!

*Additional reporting by Tamar Weinberg

When we write about how companies or individuals are using social media in their marketing strategies, it’s usually in the context of a business to consumer relationship. However, business-to-business (B2B) marketing is really getting a boost from social media as well. According to a recent study, 60% of B2B marketers plan to increase social media marketing spending this year.

As we discussed earlier this week in the context of PR professionals and social media, even non-B2B-centric services like Twitter and Facebook can still offer great opportunities for B2B shops. Sometimes, the approach is the same as it would be in non-B2B marketing, sometimes it can be very different.

Figuring out how to best implement and harness social media in the course of B2B marketing can be difficult but we’ve put together ten tips to help get you on the right track!

1. Use Twitter Effectively

This may seem like a no-brainer, but plenty of businesses and even B2B marketers aren’t on Twitter. Get an account on Twitter and start engaging. While having profiles on other social media platforms like Facebook and LinkedIn can be equally important, Twitter remains one of the best ways to find and engage with others.

How do you do that? Start by searching for phrases relevant to your business and by monitoring those searches regularly. Look at what people are saying and join in the conversation. If people aren’t necessarily looking for your business offerings right away, start joining other conversations of interest. The more you build bridges, the more likely you are to be noticed.

Second, use hashtags. The #B2B hashtag, for example, will connect you with several other like-minded businesses who are also trying to leverage Twitter to build an online presence. Don’t overdo it, though. There are some people #who #tweet #like #this.

We’ll discuss this in the next point, but consider Twitter to be an informal medium. With social media, businesses can (and should) be human again. That’s why it’s safe to use Twitter not just for pure self promotion but to build a meaningful relationships with those who you are likely to do business with you in the future. If you feel comfortable using your business Twitter feed to talk about what makes you tick (versus purely promoting your business), you might be pleasantly surprised to see that your audience might very well be receptive to that messaging.

What’s great about Twitter, especially from a B2B perspective, is that you can follow just about everyone. Take advantage of the opportunity to follow your industry influencers, connect with potential customers, and keep a heads up on the competition.

A great example of Twitter usage from a B2B perspective is @salesforce. Salesforce has used its Twitter feed to share relevant news, to empower current customers, and to offer customer support.

2. Figure Out Your ‘Social Voice’

Social media works best when it is personal and authentic, and thus, it’s important to make sure that the way you communicate when using social media tools comes from a personal and authentic place.

Kevin Dugan, the Director of Social Marketing for Empower MediaMarketing recently wrote a blog post about finding your social voice. I spoke with Dugan about establishing a social voice, and he had this to say:

“It is critical that brands understand a social voice is different from brand voice. Social voice reinforces the brand voice indirectly. Social voice doesn’t follow communication guidelines or identity standards. That’s because a social voice equates to a person. A brand voice is anonymous while a social voice can be found on Google. They must also have an understanding of the brand and a passion for it.”

Social networks are now helping to put the “human” back in businesses again. The traditional messaging of yore has been replaced by businesses who actually appear to show that they care about their customers. With a social voice, informal is perfectly acceptable. Having a social voice, as opposed to just a generic “brand voice,” is an important step when connecting with potential customers. Prospective customers want to connect with businesses who think just like them.

Just because your clients are other businesses doesn’t mean that the “social” aspect of social media needs to disappear.

3. Take Advantage of Opportunities on LinkedIn

LinkedIn is continuing to get bigger and bigger — and it continues to be a great resource for businesses and employees to connect with one another.

One of the best things about LinkedIn is the Shared Connections feature. This feature makes it possible to find people — like potential clients — and then see what connections you have in common. Shared Connections then makes getting a virtual introduction that much easier.

Building up a strong LinkedIn network and being willing to introduce others (in good faith, of course — always use your best judgment) can also increase what opportunities you can get in the future.

B2B marketing is often built through trust and word of mouth. Having a shared connection is a great way to start establishing some of that trust from the very beginning.

LinkedIn also has a community of active participants. LinkedIn Answers serves as a knowledge base where business representatives can establish authority and expertise by participating in the ongoing discussions. LinkedIn Groups is an opportunity for business professionals to interact with other topics relevant to his/her interests. One business successfully used LinkedIn Groups as a way to build business leads. This business opted to engage in relevant industry discussion and offered business services when requests were made, thereby bringing in a highly targeted business lead. Actively participating in LinkedIn is often one of the best ways to not only help people out, but also to make a connection for your service and even generate leads.

Answering questions across LinkedIn Answers and LinkedIn Groups doesn’t mean to simply put out the marketing blurb, but to really engage and offer feedback and solutions. Again, social media is most effective when it is genuine.

4. Start a Blog

Social media provides the opportunity for companies to promote themselves but also to welcome commentary from a community of peers. By starting a blog, you give your readers an opportunity to see you with your social voice outside the typical corporate website’s newsroom. Blogs become platforms where you can announce new product releases, share personal company stories, answer any specific questions from your customers, and empower customers to achieve success with your products and service offerings. Blogging can also establish business professionals as thought leaders in their field, thereby aiding with client acquisition.

Blogs can build up qualified prospects through search engine rankings too. Be sure to update your blog regularly with valuable content and follow up with the comments written on each individual post.

5. Monitor Your Industry

Social media means that content is being posted everywhere, and businesses have a unique opportunity to gather intelligence to make well-educated and informed business decisions. Google Alerts is a great tool to keep up with what’s happening in relation to your company, your industry and your competitors. You can get updates via e-mail or in RSS (and even in real-time) about new search results or news stories for a certain query or topic.

Further, free tools like Social Mention and YackTrack will monitor the social sphere for other mentions of your business on social sites, especially. BackType will take that a step further and monitor phrases in comments on blog posts. All of these aforementioned services can be emailed to you in a daily digest format which your team can evaluate to find opportunities.

If you don’t already have alerts set up on these services for your company name, do it now. Also set up a more generic alert for your industry as a whole to see what people are talking about. If you want to see what your competition or other big industry players are doing, add those to the mix as well.

Monitoring can also be useful because you can then highlight the big stories on your own social media channels like Facebook, Twitter, Google Buzz, etc.

6. Be Consistent and Don’t Be Afraid to Follow Up

While you don’t want to be creepy (see below), it’s important to not let potential opportunities slip by when using social media. If you’ve answered someone’s question on LinkedIn or on Twitter, don’t be afraid to reach back out to that person to ask if they have any follow-up questions or if you can send them more information. There’s an abundance of opportunity to strengthen a business relationship but it starts by initiating and then making sure that your business is fresh in your prospects’ minds.

Staying engaged and staying communicative is really important. Social media is not about setting it and forgetting it. It’s about being social, so don’t be afraid to reach out and check back in with potential leads you meet using social media. Similarly, don’t be afraid to direct message your followers on Twitter when an opportunity presents itself. They followed you because they want to hear from you. Use that opportunity to your advantage but don’t overdo it. Auto-DMs are a no-no.

If you’re going to blog, don’t leave that blog stagnant. Provide valuable content on a regular basis. Give employees of your company an opportunity to help build your brand. You can get a lot of great blog content by involving many company employees in the process. Similarly, get many employees of your company to utilize the social networks and to be continually responsive to customer inquiries. Remember, the more visible you are on the social networks, the more likely you are to be remembered when another business actually needs to utilize your services.

7. Leverage Your Analytics for Business Metric Measurement

After you’re involved enough in the social space, you’ll likely see tweets, retweets, traffic, and social network links that point to various parts of your company website. Take a look at your website analytics and start seeing where you’re making a difference, especially as it relates to ROI measurement. Don’t lose sight of your business metrics and start considering practical social media measurement to assess clickthroughs, popularity of links, and other important metrics.

As part of measurement, consider using URL shorteners. Not only do they make links more manageable (and limit the number of characters in a Tweet or Facebook message), they also can be a great way to track data as many URL shorteners provide valuable statistics about the performance of each individual shortened URL. Monitor this data throughout the process with your main website analytics package to see if your message attached to the shortened URL resulted in conversions.

When looking at conversion trends or successful tools in building leads with social media, reviewing analytics data is crucial. It gives you insight into content that performs very well in the social space but also through other marketing techniques, such as search engine optimization. Use the data as an opportunity to improve your content or your social media/search marketing efforts.

8. Find and Follow Industry Influencers

B2B social media marketing is often about connecting with the right people and about building relationships. Social media makes both of these actions simple and painless. Being aware of who the influencers in your industry are and then following them, whether it’s on Twitter, Facebook or their own blogs, is the first step to building a connection with those influencers. With a genuine relationship, these influencers may be able to help you make your mark in the social media marketplace. This is especially true of influencers who may already have your target audience at their disposal.

This doesn’t mean you need to retweet every tweet or share every blog post on Facebook, but it does mean that you should be aware of who the movers and shakers are. By following them and then reaching out when appropriate or just to get to know them further, you have a much better shot at getting some attention.

Even if you’re not necessarily connecting to influencers, social media affords the opportunity to connect with other people in your industry and your customers. Use the various social media platforms as an opportunity to connect with these industry colleagues and peers and build upon each other. Consider celebrating your colleagues’ or customers’ success. Make it known that you’re here to help them — not just yourself. Repeat this process with anyone of interest and you’re bound to attract eyeballs.

9. Use Social Media for Giveaways and Promotions

Sometimes, the hardest part of social media is sticking out from the sea of other users. Giveaways and promotions are a great way to help differentiate yourself and your business. Using Twitter, LinkedIn and Facebook, you can target your desired customer base and then let them know (if appropriate) about different promotions or giveaways related to your product. If you offer a service, consider giving a free year to a loyal customer. If you manufacture products, give some away.

Offer a coupon on your company’s Facebook Page and pair it with a lead-generation form for future contact. Let people know on Twitter about specials or contests that are going on and follow-up with those that show an interest. Perhaps you can have a retweet contest where you can monitor responses or host some trivia on your Facebook Page. You can also open an online survey to get feedback about your offerings and reward participants. The possibilities are endless. Creativity in this capacity breeds success.

Companies like Wildfire make it really easy to build these sorts of promotions directly inside your own social media channels.

10. Don’t Be Creepy

If you use social media like a keyword searching robot, you are going to come across as creepy and turn off potential clients. Don’t be creepy.

Use best judgment and common sense when approaching people using social networks. If you wouldn’t want to be approached the way you are approaching another user, don’t use that approach. It’s as simple as that. Social media etiquette isn’t much different than real life relationships, so what won’t work in “real life” probably won’t work online.

Respecting boundaries doesn’t mean you can’t still answer questions, engage and follow-up with potential leads, it just means that if it’s clear that the other party isn’t interested, or more importantly, if the context of their communication really doesn’t involve or seek out input from your company, don’t do it.

Context is really important in social media and it is something that is very, very easy to overlook. While we think that using keywords and Google Alerts are good methods for keeping atop of your field, that doesn’t mean you can automate your responses or just go into autopilot based on those alerts.

Your Tips

There are many different social media marketing opportunities for B2B, and there’s great potential for success as more companies jump on the social media bandwagon. How do you use social media in B2B marketing? What tips can you suggest to others? Let us know!

Series supported by MarketingProfs B2B Forum

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(Photo Courtesy of visual.dichotomy on Flickr)

Tags: b2b, b2b marketing, b2b marketing series, facebook, linkedin, MARKETING, twitter, wildfire

Four-bangers surged strongly in 2009...

Four-bangers surged strongly in 2009

Dutch web monitoring company WatchMouse has done a thorough analysis of uptime and performance of 14 major URL shortening services, with quite disheartening results.

As it turns out, only two of these (goo.gl and twt.tl) have had a perfect uptime record between 02/14/2010 and 03/16/2010; the rest of the pack mostly had minor uptime issues, while snurl.com and tr.im had uptime below 99%.

When it comes to performance, measured in the same time period, most URL shorteners can only be characterized as slow. Most of them add over half a second to the time it takes to open a link; Facebook’s fb.me has been by far the slowest, while only Google’s goo.gl and youtu.be can really be called fast, both averaging just over 300 miliseconds.

Given the popularity of URL shorteners on social networks such as Twitter, this is a big deal. Simply put, while URL shorteners do provide a useful service, they’re also making the web considerably slower.

WatchMouse has also launched an online URL shortener performance monitor located at the (ironically, not very short) address http://url-shorteners.public-website-status.com/. Over there you can see uptime and performance status and history for 15 popular URL shortening services.

Tags: url shorteners, web