Web Development Blog

5 years of babbling about the Web: The Web Development Blog celebrates its quinquennial anniversary.

Heidi Cool — Mon, 22 Feb 2010 16:59:44 +0000

Note: I'm posting this early as I'll be out of the office for the next 2 weeks, during which time I'll only have limited Internet access. I'll try to approve/reply to your comments as soon as time allows.

The first post. It's hard to believe I used to write such short entries. (Some of you probably wish I still did!)

Starting this blog was one of the smartest things I've done. To be honest though, it's not something I began on my own, nor did I anticipate how it would evolve over time.

To celebrate the anniversary of this blog (which actually occurs on February 28th), I thought I'd share a bit of its history and reflect on how the blog and I have adapted to changes in the Web and the interests of you, our readers.

A communications need—in search of a solution.

Five years ago Kevin Adams and I were the Web team for the marketing and communications department of Case Western Reserve University. In the second half of 2004 we'd rolled out a new site design as part of a university-wide rebranding effort. Our mission was to maintain the home page, build (and maintain) new sites within the campus Web presence and work with departments across campus to help them do the same with their own sites.

To this end we had periodic meetings with campus Web folk, and answered many an e-mail question or phone call, but this wasn't enough to keep up with the demand for support. Our campus community included hundreds of Web maintainers, of varying skill levels, who had questions ranging from how to edit HTML to how to develop content that would best support their marketing strategies. We needed a more efficient way to serve this audience.

As part of the new site roll-out we had created a Web Toolkit where we shared template files, and various reference materials, but as a static site it seemed an unwieldy place to post announcements or other bits of advice. We needed a system that would let us organize the information more effectively. Thankfully such a system had just been created.

Case launches a campus-wide blogging initiative.

I used the Case blog system to develop a variety of sites ranging from the Community Outreach site to the Case News Center. In July, 2008, I presented Blogs, The many voices of a university at EduWeb 2008 to demonstrate the ways that Case (and other schools) were making use of blogs in the classroom and beyond. You can get a sense of how Case continues to use blogs by visiting Planet Case, a site that aggregates all the most recent posts from the system.

In November 2004, Case's ITS group began alpha testing a campus-wide blogging system using the Movable Type platform. In January 2005 they opened up the system for campus-wide beta-testing, allowing any university students, staff, faculty or alumni to create their own blog(s).

Having previously experimented with blogs on Blogger, I watched the project with interest. Then one day Jeremy Smith, who runs the blog system, called me up to see if I might be able to create a new template design for one of the senior staff. Soon thereafter I had a test account set-up where I could experiment with creating this new theme.

Although I was a regular blog reader I'd not really spent much time thinking about blog construction. As I played with my designs, I found they weren't quite living up to my expectations. I was trying to visually re-style an existing blog structure, when I should have been rethinking the entire interface. Thus the results (such as this example) just didn't feel quite right.

I was learning that the blogs required a different way of thinking in regard to the user experience and navigation system. So I set those first designs aside and focused on learning more about blog structure and the code behind it.

At some point in that process I realized that the blog system was just what Kevin and I had been looking for.

The birth of the Web Development Blog

I don't recall the exact conversation but one way or another Kevin and I agreed to start blogging. Since I'd already been tinkering with the system, I took one of our campus templates and rebuilt it as a blog theme. Once that was ready I wrote our first post. You can view a copy of that post as it appears here on this blog, or the original post on the Case system.

As you will notice the post was surprisingly short. I introduced the reason for the blog, suggested users add contact information to their site footers and listed the hexadecimal colors for the Case Web templates.

Over the next few months Kevin and I continued in that vein, offering basic how-to tips such as setting up password authentication or redirecting pages and posting announcements, book reviews or links to interesting blog posts. As we added more content, the blog began to serve a customer service role. While campus Web maintainers continued to call us, they could now also go to the blog to find answers to many of their more common questions.

Broader mission and the birth of longer posts

When meeting with campus clients to talk about their new Web sites, I often started the conversation by asking about their goals and target audience, much as I do today with current clients. Alas with over 300,000 pages in the Case realm, and just me and Kevin to advise, we weren't able to sit down and have these conversations with everyone. As I was working with the department of pharmacology on their new site it occurred to me that I could write about the Web planning process and post it on the blog. This way users could walk through it themselves if Kevin or I weren't able to meet with them.

On July 1, 2005, I posted So you want to build a Web site, the first chapter of what turned out to be my Planning Your Web site Tutorial. Over the next few months I kept adding chapters while Kevin kept posting smaller articles on various tips and tricks. Kevin spends much of his spare time playing the trumpet in polka bands, while I'm often compelled to write, so it came as no surprise when I turned out to be the more verbose contributor to the blog.

As time went by I found that sharing the Web site tutorial with clients, before we met in person, helped to save us time in the planning process and ensure that we were all on the same page. I also found that people outside of Case, both in academia and beyond, were beginning to read our posts.

As people commented and asked questions we started writing on a wider range of topics. Instead of focusing strictly on issues pertaining to building sites, I also started writing about related topics such as marketing and graphics.

In 2006 we both wrote a combination of how-to articles such as those on editing images but also branched out into more general topics such as discussions on writing styles. By 2007, I'd also begun covering topics related to what we now call social media. In May of that year Kevin left to work on the corporate sector, so I continued the blog on my own.

Between building Web sites and advising clients, we'd never had much time to blog during office hours so I wrote many of these posts in the evening. Writing on my own time also allowed me the freedom to experiment a bit more with what I wrote. By this point I knew my audience extended beyond campus, so while much of my focus was on Web communications as they pertained to higher education I also wanted to include information that would be helpful to other audiences. And, instead of just writing things to help people build better Web sites, I wanted to address related issues such as promoting and marketing those sites. Topics like search engine optimization and social media were a natural addition to this content mix.

Life after Case

Last year after working at Case for almost 10 years I left the university to venture forth on my own. I knew the blog would continue to be an important communications tool, so I brought it with me to this site, while leaving the original files there for archival and reference purposes. I installed WordPress in a directory on this domain, created a theme to match the rest of my site, exported the blog entries from the old site then imported them here.

While I still sometimes find an odd link that goes back to the old site, the process worked surprisingly smoothly—considering that I was not only moving files but changing from Movable Type to WordPress. For a few weeks during the transition I cross-posted to both blogs then on February 23, 2009 I posted The Web Development Blog is moving! as the last post on the old site and began posting here full time.

Starting a new business takes time, so I've not blogged as often this past year as I'd have liked, but for the most part the editorial policy for the blog has remained similar to what it was at Case. Most of my clients are in small or medium sized businesses so I'm writing a bit more with an eye to the corporate sector. I'm still interested in the higher education and non-profit worlds, so I also use examples from those sectors, and read posts from BlogHighEd to keep up with what's happening in academe.

The role of the blog

What began as a simple way to communicate with clients has turned into much more. I think it worked out because Kevin and I started blogging to serve a specific goal, we didn't blog just to blog. As a result, The Web Development Blog has served as a marketing tool, helped me to establish my personal brand and given me the opportunity to connect with bloggers, clients and others with an interest in Web related issues. And of course it gives me a place to wax forth on whatever Web related ideas I may be pondering in a given moment.

But as much as I like to write, none of this would matter if you weren't out there reading. So now, as I near the anniversary date of the blog, I'd like to thank you all for reading, commenting, reTweeting, etc.

And of course if you have any ideas on things I should cover in 2010, please feel free to share them below.

Social Media Marketing Blog

I am now also a co-author of the Social Media Marketing Blog with Wayne Smallman and Emily Cagle. There we'll be focusing on social media marketing tips such as my first post, Listen, learn and leverage your brand via LinkedIn Answers. That site is also home to Wayne's e-book, The Beginner's Guide to Social Media.

Fan me on Facebook - Follow me on Twitter

At one tip per week day it won't clog your Facebook stream, but hopefully you'll find something useful. And for more links (and ramblings that may not always be related to the Web) I usually Tweet and reTweet a few (or several) times per day at @hacool. (I also have links to more accounts on My Social Media Profiles page and am now also babbling on Buzz.)

Listen now. Talk Later. Listening to monitor brands and gain audience insights via social media.

Heidi Cool — Mon, 08 Feb 2010 16:55:45 +0000

View Listen Now, Talk Later on Slideshare.

Back in high school we took a senior class poll in which we voted on who was "most likely to succeed," "most likely to end up in jail" and so forth. Your school probably did the same thing. The answers were then printed in the yearbook. In our yearbook, Julia Talsma and I were listed as the responses for "talks least, says most." I don't recall who won "talks most, says least," but was glad it wasn't me.

The same idea applies to social media. "Talks most, says least" is not going to make you popular* on Twitter, Facebook or most other social spaces.

*Popularity isn't our goal, but we do want to forge connections with our audience. They are more likely to listen to us if we also listen to them.

Alas, many individuals and businesses see social media as an extra publishing channel. Our species seems drawn to fast easy solutions, and publishing an RSS feed out to Twitter, Facebook, MySpace, etc. seems easy. It is. But it's not always productive. The true value is found in two-way communication. If we start our social media efforts with listening activities, we can learn how our audience perceives us (if they do) and what they want to hear. Then, when we're ready to speak, we'll know what to say.

What we listen for varies by our goals. In a recent client training session I focused on how we could use listening for that client's specific niche. But there are some general principles that can be adapted to a wide variety of use scenarios. On January 25th I gave a presentation, Listen Now…Talk Later: Listening as the foundation of your social media strategy, to our "Local Entrepreneur & Social Media Network Meetup Group" (run by another client) in which I discussed listening in this broader context. After reading this you may find it helpful to peruse those slides as they include screenshots and other examples of what I'll discuss here.

Listening for brand, product and service monitoring.

For marketers and public relations professionals, monitoring is nothing new. They've used clipping services to monitor brand and product mentions in mainstream media, conducted focus groups and surveys among customers and target audiences, and otherwise monitored feedback and opinion for years.

Monitoring our brands and products is important for a variety of reasons. Whether you're the CEO of a Fortune 500 company or an individual freelancer, monitoring can give you insights into:

Brand/Product/Service awareness (name recognition)
Brand/Product/Service perception (what do people think of who you are and what you offer)
Customer Satisfaction (how happy are current customers)
Your Competition
Your Industry
Opportunities for product/service/customer service improvements
Opportunities for sales and lead generation
Market needs (gaps in the industry which you may be able to fill by providing a new product or service)
Liabilities (product faults, bad press, potential communications crises...), etc.

Now that we're in an era when customers blog and share opinions via Twitter—and media outlets publish their content online—monitoring is easier than every before. Rather than paying for expensive clipping services, we can search online ourselves. If the budget allows, we can also use commercial monitoring tools that can give us far more data than we've had in the past.

Animation about listening for customer service.
In this video a somewhat unscrupulous boss finds a new opportunity to take advantage of buyers after social media listening uncovers a customer service problem related to cow making equipment.

When you listen to what mainstream media and the public have to say about you, your competition and your industry, you can then apply that knowledge to everything from your marketing strategies to product development. For example, If you manufacture machines that make plastic cows, and your listening habits tell you of a growing need for plastic pigs, you can retool your equipment to produce pig making machines and get a jump on your competition.

Or, if a user has found fault with your plastic cow making equipment, you can fix the problem for that customer and put your engineers to work to make sure that it doesn't happen again. If the customer has complained publicly, you can also publicly share how you solved the problem to your customer's satisfaction—thus resolving the issue before the customer feels compelled to share his complaint so loudly that it becomes the most watched video on YouTube.

Listening is only half the battle. You still have to make plans for what you'll do with what you learn. But if you listen, then you can plan…instead of having to react in an emergency when it may be too late.

Listening for content curation.

Just as we listen to what customers think about our products, we can also listen to learn more about their interests. If we can find out what intrigues them, then we can create content strategies designed to serve their needs as well as our own goals. Listening also helps us select the content we share on our blogs and through our social media channels. Many companies just blog about themselves. Their Facebook status updates all relate to product news, usage tips and announcements. If you're Apple this type of content could be interesting enough to draw in readers. But if you manufacture plastic cow-making equipment it probably isn't.

By listening to your target audience (plastic cow and other novelty toy manufacturers) you can find out what else they want to hear. Perhaps they've shown an interest in toy trends or the development of new polymers that can produce more resilient cows. If you keep listening you can find blog articles, news stories and Web sites that appeal to their interests and share them through your social media channels.

When you become the go-to source for the information they seek, you give them a far better reason to follow you than if you only shared information about you.

Listening to converse

Animation showing what happens when you don't listen in social media
Imagine this conversation on Twitter. Here a dog food manufacturer quickly offends his new follower by talking at him, instead of to him. (No dogs were injured in the making of this video.)

The easiest people to listen to are the ones with whom we already have a connection. These include the people who comment on our blogs, the people we follow on Twitter, the friends we make on Facebook, Ning, etc. If we want to make friends, share information with peers, convert followers to customers, and so forth, we can begin to forge these connections by listening to them.

On Twitter this means reading your stream one or more times per day and responding to Tweets that are relevant to your industry or interest. If you have a Facebook Fan page this means visiting your page daily to respond to comments and posts made by fans. How often you do this depends on your own situation.

To those familiar with social media this seems obvious, but for those more accustomed to traditional publishing channels, this is a new idea.

When I was working at Case Western Reserve University I created the Case News Twitter account to share our latest news and press releases. These were (and still are) automatically posted to Twitter via Twitterfeed. I then started following Tweeps who might be interested in the university and followed back those who followed the account (with the exception of spammers).

Once a day (usually during lunch) I would skim through the stream to see what people had to say. If it was something related to Case or academia I would respond. In doing so I could answer questions, wish students good luck on exams, thank alumni for donating, etc. I also added event and other postings of interest that weren't included in the automated news feed. Doing this helped me connect with followers and gave me a better sense of what they wanted to hear from Case. It also showed readers that someone was listening and would respond if they wrote to us.

Many organizations just post without listening. This works fine for services like Twitter accounts that post weather updates. But for organizations that want to use social media to build business, posting without listening and responding can send a message that you don't really care what customers think. It can also lead to a rather boring Twitter stream that customers don't find interesting enough to read. This isn't unique to Twitter. The same principles apply to Facebook, Ning, YouTube, MySpace and others.

If you follow a large number of people you won't be able to read everything. But if you check in once or more per day, read all replies and skim the rest of the updates you'll easily find opportunities to converse.

How to listen: news, social media and related searches

Tools and services such as Radian 6 and Social Mention are designed to help with monitoring, but you can also learn a lot through targeted searches. By searching on brand and product names, keywords related to your industry, competitor names and related topics you can find news stories, blog posts, social media comments, discussion boards and other online resources related to what you are monitoring. Here are a few (of many) possible sites to use for social media and related searches.

Addict-o-matic (social media monitoring)
Board Tracker (discussion board search)
Delicious (social bookmarks)
Digg (crowdsourcing)
Google News
Google Blog Search
How Sociable? (brand visibility scores - more useful for comparison w/competition)
Reddit (crowdsourcing)
Same Point (social media search)
Social Mention (social media monitoring)
StumbleUpon (crowdsourcing)
Twitter Search
Whos Talking (social media search)
Yahoo Advanced News Search

You'll notice that some of these are typical search sites while others may include bookmarking and other services. Which of these is best for you will depend on your goals and your industry. Generally you'll find that you can choose a select combination of tools that suits your particular situation. Subscribing to blogs in your industry is also a useful way to find out what topics are hot in your field and discover articles you may wish to share with your followers.

Simpsons Coke commercial.
The link to this Simpsons Coke commercial was the most popular message found when searching Twitter for "coke" today. (The Superbowl was yesterday, so it makes sense that a Coke ad would dominate the search results.)

When searching it is worth noting that it is easy to get false positives. If you are "Coca Cola" then most of your results for that phrase will be appropriate—but a search on "Coke" may also bring up posts that have nothing to do with refreshing fizzy beverages. Key word terms and phrases can be equally vague. A search on recruiting may bring results ranging from employment and military recruiting to student recruitment and recruiting for cults. But if you specify something like "executive recruiting" you can get more focused results. You may need to experiment a bit to find keyword combinations that provide the results you seek. For Twitter searches you can also compare your results for plain keywords and commonly used hashtags. #recruiting, for example, is popularly used as a hashtag for recruiting related to employment.

Subscribing and sharing via RSS Readers

Many of the search tools listed above will provide you with an RSS feed for your search. Feeds allow you to subscribe to your search so you don't have to conduct fresh searches each time you want to listen.

For those unfamiliar with RSS, such feeds function like magazine subscriptions. If you subscribed to the print edition of National Geographic, then a new issue would show up in your mail box each month. When you subscribe to an RSS feed, new articles show up in your feed reading software as they become available.

Google Reader is one of the most popular feed readers. Once you sign up for a Google Reader account you can subscribe to blog posts and search feeds and organize them by topics for easy viewing. To read the articles you just check Google Reader on a regular basis as you would check your e-mail account.

Slides 22-30 in the Listen Now, Talk Later presentation include a video and screen shots that demonstrate how one uses Google Reader. Google Reader is but one of many readers available, but most work in a similar manner. NetVibes is another popular choice. Some users also use e-mail programs such as Outlook to subscribe to feeds.

To listen is to learn

Listening takes time, but with the right tools we can find manageable ways to listen. What we learn will then guide us to better serve our audience. Now it's my turn to listen to you. I've only covered the broad strokes of this topic here. If you have more tips and ideas for social media listening, please share them in the comments below.

Social Media Listening Resources

When I pick the related links to share in my blog entries, I try to choose articles that will expand on what I've written, or offer a different perspective or insight, so that you can delve deeper into the topic. While some are found through Google I also find them using the listening strategies I've discussed in this post. The following were found via blogs I subscribe to, Twitter searches, Delicious and Google searches.

Fan me on Facebook - Follow me on Twitter

We all know these blog posts don't get written as frequently as I'd like. But that doesn't mean you need to go weeks without hearing me babble. Over on http://www.facebook.com/heidicool, I'm sharing one tip per day, usually as a short paragraph with a link to something interesting I've found in the blogosphere. At one tip per week day it won't clog your Facebook stream, but hopefully you'll find something useful. And for more links (and ramblings that may not always be related to the Web) I usually Tweet and reTweet a few (or several) times per day at @hacool. (I also have links to more accounts on My Social Media Profiles page.)

Note to local northeast Ohio readers: The Lake Erie Moose Society is holding its monthly meeting tonight, February 8, 2009. If you blog, or are thinking about blogging please feel free to join us.

Top Web Development Blog Entries for 2009

Heidi Cool — Thu, 07 Jan 2010 17:29:55 +0000

T'is the season for reflecting on the past, developing top 10 lists and participating in typical new year blog memes. To that end I thought I'd share the most popular posts—and active commentators—for 2009.

There are a variety of ways one can measure such things, so I've chosen two methods to select the top 10 blog posts and have included all posts—not just those written in 2009. As it turns out, five entries made both lists, while 10 appeared only on one list. Three of the entries this year were also included last year in, 2 Top 5 Lists = 1 Top Ten List: My most read Web Development Blog entries from 2008.

Happy New Year from snow covered Cleveland!

Top Commentators for 2009

While I'm perfectly happy to write for the sake of writing, it's nice to know that you folks are out there reading, reTweeting and commenting. Some posts garner more comments than others, but it's always fun to see the conversations evolve. The following list shows the most active commentators for 2009.

This list was compiled using the Show Top Commentators plug-in. I included more than 10 because some people made the same number of comments. While a few of the people on the list are those who may have stumbled upon the blog via search or by following a link, a good portion of these folks are friends I've made through social media such as Pownce and Twitter. The list also includes fellow contributors to BlogHighEd, some of whom I've had the pleasure of meeting in person.

These connection points offer a good example of how social networking works. We listen more closely to the people we're more connected with, thus we may comment on their blogs more often and vice versa. Our Tweets and Facebook updates also help alert our friends when we have new entries. I subscribe to several of the blogs penned by the folks on this list, but I'll often see their posts in Twitter (and click through to read them) before I see them in Google Reader. There are some excellent writers in the bunch so I encourage you to explore their sites.

I'd like to thank all of the commentators for contributing their ideas to the blog this year, but in particular I'd like to thank Tom Goering of NavyCS. Tom started commenting on the blog several years ago. We've since connected on both StumbleUpon and Twitter, but I think it's rather cool that he's kept up with the blog over time and continued to be an active commentator.

Thank you Tom and all the other readers and commentators who continue to give me reasons to blog. Happy New Year! - Heidi

heidicool.com is also on Facebook

How browsable is your blog?

Heidi Cool — Thu, 31 Dec 2009 21:56:57 +0000

Most blogs aren't very browsable. They work well for regular visitors who want to see the latest entry. But for readers who want to explore earlier posts, they can be a challenge.

Sometimes navigating a blog can feel like wandering through a maze.

For example, let's pretend we're going to visit a typically organized blog about trees—to see if we can learn something new about Dutch elm disease. We go to the site and see that there is a category for elms with 32 entries. When we click on the elm category we are taken to a page with the 5 most recent posts. These cover topics such as Hairy Fruited Glaucescent Elm, the use of elm wood in coffin-making, Winged Elm and so forth, but not Dutch elm disease. So we go to the bottom of the page, click the "previous posts link" and go to a page with 5 more entries. We then repeat the process until we find the article we seek—or we give up and use the search box (if there is one).

As you can imagine all of this scrolling and clicking can make it rather hard to find things. But it doesn't have to be this way. By making a few adjustments to our template themes, we can alter categories to list headlines instead of full posts, we can create tag pages to let people browse specific topics—as they might peruse the index of a book, and so forth. Below are a few tips on things you can do to make your blog more browsable.

Blogging Platforms Vary

Different blog platforms offer different levels of flexibility when it comes to customizing your site. Most of these tips will require some experience with HTML, CSS and PHP. If you are using a hosted blogging service such as Wordpress.com, Blogger or TypePad you won't be able to edit as much, but you may be able to find other themes that offer some of these features.

My blog uses a self-hosted installation of WordPress.org. In it's prior incarnation at http://blog.case.edu/webdev, it ran on Movable Type 3.121 so those are the platforms I'll reference here. (If you are using Movable Type 4, you may need to check the MT documentation. Learning Movable Type is also an excellent resource.)

Alphabetical Index

I added an alphabetical index to my blog several years back because I wanted an easy way to see a list of all my entries on one page. My archives page at that time broke entries out by month so they weren't all listed together, but I also felt that it would be easier to browse things in alpha order.

As it turns out, I visit this page almost every day. If I'm on LinkedIn or Twitter and want to share a link to a specific post—as part of my response to someone—I go to the alpha index to find the link.

Movable Type

Adding an alpha index on MT is pretty easy. When you create the new page for your index, just add the following code:

"><$MTEntryTitle$> <$MTEntryDate format="%m/%d/%Y"$> -

If you look at the code you'll see the options are fairly intuitive.This produces a list of entry titles with dates and authors. (In the early days I had a co-author so I felt it would be useful to identify the posts by author). I set lastn to 300 because the default setting would limit it to a smaller number of headlines. Thus I just chose a number greater than the number of articles I had at the time. Periodically I would increase this number to allow for more posts.

WordPress

WordPress is wonderful in many ways, but when I started learning WP, after years of using MT, I discovered that it can be a very different beast. I couldn't find some easy little snippet of code to pop into my template. After a bit of time spent glaring at the WordPress loop and doing Google searches I ended up using the AZIndex plugin by English Mike. This plug-in offers a variety of options such as making an index for specific categories, making an index that excludes categories, indexing pages instead of posts, etc.

Category Lists

If this were a food blog, I might assign an article on cooking rib roast to categories such as "meat" and "roasting," a sub-category of "beef" and a tag of "rib roast".

Category pages and lists are only useful if you assign your posts to the appropriate categories. Too many categories can be just as confusing to visitors as too few.

I like to think of categories as general sections—like you might see in a grocery store. You might have categories for meat, produce, dairy, etc. For specific topics within a category you might create sub-categories such as pork, vegetables and cheese. Then to be more precise you can use tags such as bacon, peapods and Brie. This seems like the ideal way to organize one's posts. My blog is not set-up the ideal way—I have too many categories and they need to be cleaned up.

Once you've assigned your post to the appropriate categories you can think about how you will present those to visitors. Many blogs will list all the categories in a side menu (on WordPress this is often done using a categories widget). A surprising number of blogs don't list them at all. Since I have too many categories, I list them on a separate categories page so they don't clutter up my sidebar.

Creating a Categories List on Movable Type

On the old blog I added the categories list using the following code. I formatted it as a definition list just in case I ended up using subcategories or descriptions.

RSS Feed

<$MTEntryTrackbackData$>

<$MTEntryDate format="%x"$>

<$MTEntryTitle$>

<$MTEntryExcerpt$>

In this case I used headers and paragraphs rather than a list format. Technically I should have used an

instead of an

for hierarchical reasons. I think

just happened to be available while

was already designated for something else on the site. If you visit the SEO Category page for this example you will see that the list includes the entry excerpts. I've also included an RSS feed at the top for anyone who might wish to subscribe to the feed for just this category, rather than for the whole blog.

If you have individual category feeds you can also use that content to republish them in other places. For example when I was at Case Western Reserve University, we would use the Alumni category feed from the News Center (which I built as a Movable Type Blog) to publish those headlines on the Alumni Web site. (They are no longer doing that on the new site.)

Creating Category Archive Pages on WordPress

WordPress uses the archives.php file to control category (and other) page archives. If you wanted to modify your category archives but leave the others as they are, you could save a copy of this as category.php and edit that file. Here on this blog I simply edited archives.php to add my RSS feed and to list entry titles rather than full posts. Mostly this is just a matter of removing
so that the posts won't be included.

If you visit the SEO Category page for this example you will see that the list only includes the titles, date and number of comments.

If I had instead changed to then you would see excerpts under the titles.

Since the code is a bit long to post here, I created a page showing the code from archive.php for your reference. WordPress provides a great deal of flexibility with these files. You can learn more in the category templates section of the WP Codex.

Web Development Blog Tags:

$tag

";
}

Since I wanted an alphabetical list of tags, rather than a cloud I set it to use orderby=name and set smallest and largest to be the same size. In a cloud one would normally make largest use a larger size. Then I formatted it to use an unordered list to present the tags.

Next I added a new page called Tags List in the WP dashboard, just as I did for the categories list, but this time I set it to use the taglist template.

Let's make our blogs more browsable for 2010

Whether building a regular Web site or a static blog, I think it helps to give users easy pathways to your content. The above suggestions are but a few of many ways you can make your blog more browsable. Other features can include breadcrumbs, next/previous links, etc. You can even create special topic pages in which you gather together a group of related posts, such as I've done with my Planning Your Web site Tutorial page.

There are also many methods for implementing such features. You might choose to do the same things using a different bit of code, or a plug-in that suits your needs.

If your blog currently uses the typical format that shows post after post after post, try exploring it from your readers perspective. Wander around and see how it feels to browse. Your content is different than mine, so as you explore you may come up with some fresh ideas that I've not thought about. Or you may have already implemented navigation features that make your blog more browsable.

How else might we improve the blog navigation experience? What problems have you encountered, on other blogs, that might be fixed by a few navigation adjustments? Please share your thoughts and ideas below.

Happy Blogging in the New Year!

Other writer's thoughts on blog navigation

heidicool.com is also on Facebook

Blogging as the backbone of a social media strategy

Heidi Cool — Tue, 17 Nov 2009 20:51:01 +0000

Cuyahoga County Planning Commision Weblog

When developing a social media strategy, we start with a measurable goal, such as selling widgets, promoting events, recruiting students, sharing knowledge, collaborating with peers, getting customer feedback, or anything else that furthers our plans. Then we identify our target audience, determine where they are spending time on line, and develop communications tactics meant to reach them—on their terms, in the spaces they use.

This latter step is important because people tend to be more comfortable conversing on their home turf. They may also find it easier to make a comment on the page they're on than to click through to someplace else. But once our audience begins to connect with us, they also need to know where they can go to get more information. Thus we need to provide some sort of home base that centralizes our messages and provides them with a destination where they can learn more about us, buy our widgets, join our project, etc.

Ideally this is a destination worth visiting, a place that gives them useful informative content—not just a sales pitch.

They found you on Facebook, but where are you sending them next?

Pittsfield Charter Township 2010 Master Plan

Your home base could come in a variety of forms. For some it's a standard Web site, for others—like Social Media Chat (#smchat) and the Cleveland Social Media Club—it's a Ning Network.

As I discussed in Goal-driven social media strategies & tactics: how are you interacting with your target audience?, my home base is this blog. My blog is only one section of my overall site, but it's the section I link to most often when Tweeting, answering questions on LinkedIn, etc., because it's the place where I can send people to get specific answers. Once visitors arrive here, they can then easily explore other portions of the site.

Whether a blog is right for you depends on your particular goal and the nature of your audience, yet blogs, by their nature, offer certain features that work very well with other social media tools. Today I'll explore some of those features by walking through a potential use scenario.

Blogging for Government Planning

Social Media Outreach Presentation Slides

This past friday I had the opportunity to meet with government (and other) planners when George Nemeth and I presented Social Media Outreach: Communicating in the Online World to Enhance Planning in the Real World at the APA Cleveland Annual Planning and Zoning Workshop.

Currently planners get a lot of their feedback from community meetings or e-mail. It's sometimes difficult to get community members to come out to an event to discuss the various options for building a new bridge, developing a new park, moving a shipping port, etc. In order to increase community involvement, planners are exploring new ways to share their plans and gather feedback.

As I was researching the ways that planners currently communicate, it occurred to me that blogs would work well for this purpose. They offer an easy way to post news, share documents and gather feedback through online comments.

In speaking with the group I learned that while most planning departments have Web sites, very few are using blogs and social media. This is also true of the general population, but in the past year we've seen Facebook and Twitter become more mainstream. If a planning department starts now, they can get their social media plans in place in order to be ready as more and more of their community members begin to use the tools.

A social media plan for the fictional town of Ohtopia, Ohio

Let's pretend that we're the Planning and Zoning Department for Ohtopia. Our town, somewhere in northeast Ohio, has seen growth as people have been moving out from the city and into our community. As such we're working on a new town plan to enhance the town center, create new public spaces and reduce traffic congestion.

Our goal is to increase community participation in our planning process and gather feedback from as many community members as possible. To accomplish this we've decided to add a blog to our Web site then share news (and drive traffic to the blog) through various social media channels. Here's how that might work.

Ohtopia Blog

We can start the process by reviewing our goals, and assessing the needs of our target audience, to develop an overall content plan and structure for the blog. We can then establish an editorial policy to guide our writers and assign a person (or team) to write and publish the content, respond to reader feedback, and monitor social media mentions of our department and plans.

Using an opensource (free) blogging platform such as Movable Type or Wordpress we can install a blog in a subdirectory of our main site, design it to match the look and feel of our main Web site, customize our menus and navigation based on our blog plan, and install Google Analytics to measure results.

Advantages of using blogging software for this project

Team members can add content without knowing HTML, so the site can be updated in a timely manner.
Entries are archived by date, so visitors can determine what information is most current and review how the process evolved over time. Such archives also form a historical record which may be useful for legal and other reasons.
Events can be added to a calendar listing, so they stand out from other posts. Event postings can also link to Facebook event pages, E-vite, or other event sites one may use for attendee registration.
Documents, forms and posts can be organized by categories and topics to make it easier for users to navigate and browse.
Wordpress and other blogging programs provide on-site search mechanisms to make it easier for visitors to seach for specific topics.
Blogs produce RSS feeds which can be used to automatically post headlines of recent posts to other parts of the Ohtopia site.
Community members and local media can subscribe to the blog's RSS feed via e-mail, or by using a feed reader such as Google Reader, so they are kept up-to-date with the latest news.
Entries can be used to embed photographs, .pdf documents, videos and other materials that augment the text.
Visitors can leave comments on pages so that their feedback can be documented, archived and viewed by others.
Readers can share posts of interest to Delicious, StumbleUpon, Facebook, Twitter or other social media services to help spread the news. (Plug-ins such as addtoany provide buttons that make it easy for visitors to share our pages.)
The site team can share selected posts to other social media services to reach more of their community members.
Team members can create a commenting policy, then edit/moderate comments as appropriate for foul language or other inappropriate behavior.
Team members can respond to comments and use them to create an online dialog.
Blogs enhance search engine optimization (SEO) by letting us easily produce fresh content in an SEO friendly format. By publishing the blog on our own domain we can take advantage of this to gain more traffic for our overall site.

Editorial Policy

Our blog could be used to:

Announce town planning meetings/forums open to the public.
Publish summaries of these events including meeting minutes.
Upload maps, and planning documents.
Post plan recommendations with requests for community feedback via comments.
Alert the public to changes in planning and zoning regulations.
Distribute building, zoning and other forms used by the public.
Publish social media press releases complete with photos, video's planning documents and other information that will give media more details about our projects.

By using a blog we'll be able to publish our information in a more timely fashion and provide a forum through which our community members can respond to our plans and converse with us about our projects. Their comments and questions will also let us know what other information we should be publishing on the site.

Expanding our reach through social media.

Our blog will serve as our communications hub, but until we tell people about it, they won't know it's there. Through a combination of traditional and social media marketing strategies we can spread the word and reach out to our community.

The main audience for our blog includes local residents, residents of neighboring communities and local media. Secondary audiences include planners from other locales and others, interested in planning, who may learn from our process. To determine what social media tools to use we'll want to research the more popular social media services, and any niche services (such as a regionally based Ning Network), to see which ones our audience uses most regularly.

If our research shows us that our audience is primarily using Facebook and Twitter, then we can focus on those two services.

Facebook

Create a Facebook fan page.
Position ourselves as a resource for news of local interest by posting blog entries AND other news of interest to our community—the core focus can be planning but we may gain more readers by also linking to news items related to economic development, sustainability, public art, etc.
Share photos of completed and in-process projects.
Make Facebook events for our public meetings.
Ask community members for feedback.
Link to main blog.
Join/fan other Facebook groups and pages that already appeal to our target audience, start conversing with them there (about topics related to those pages, not just about us) to build connections so we may invite them to fan our page.

Twitter

Cayuga County Planning Department on Twitter

Create a complete profile with photo (or city logo), brief description of the department and a link to the blog. Also consider creating a special welcome page on the blog that is geared specifically to Twitter users and link to that rather than the main blog page.
Position ourselves as a resource for news of local interest by Tweeting blog posts AND other news of interest to our community, as we do on Facebook. As there may be an overlap between these audiences, try to avoid duplicating links shared via Facebook.
Use Twellow.com and related sites to find local Twitter users in our target audience.
After having made 10-20 Tweets, begin following members of our target audience including individuals and local media. Do this in small increments (25 or so) to build the list gradually. If you follow 500 at once and only have 5 followers, users may not follow back.
Follow back those who both follow us and who seem to have an interest in what we do. (But don't follow back spammers, and those who may be following just to build numbers.)
Visit the stream daily to respond to followers, reTweet links/posts of interest to our followers, etc.

Blogging and related social media tools work well together.

In our pretend scenario, our blog provides the bulk of our content, but we also use Facebook and Twitter to share additional news and to drive traffic to the blog. This is a fairly simple scenario—a fully developed social media plan might include other elements and details—but it does give us an example of how a planning and zoning department might use a blog as the backbone of their social media plan.

If your organization has different goals, or a different target audience, you may find that something other than a blog is more appropriate for your needs. Blogs are not a one-size-fits-all solution. But, in many cases, a carefully planned blog can provide a good foundation for your social media efforts.

To further explore the pro's and con's of using a blog as the core component of a social media strategy, I'll be a moderating a discussion of the topic on #smchat, a weekly real-time Twitter chat focused on social media. The chat will begin this Wednesday, November 18, 2009, at 1:00 p.m. e.s.t. Please feel free to join the discussion there, or share your thoughts below.

Blogging and Social Media Resources

heidicool.com is also on Facebook

“Make the Web site bright and shiny.” Bells, whistles and video are only cool if they help you tell your story. Choose carefully.

Heidi Cool — Thu, 15 Oct 2009 15:44:29 +0000

At one time or another we've all come across a Web site that seemed heavy on features but low on content. Once upon a time, someone read that Internet users have a short attention span and are attracted to shiny objects like really big photos, videos and animation. Others followed suit and started building sites that looked pretty cool, but really didn't have much to say.

Video taken riding the RTA Healthline Bus East on Euclid Avenue in Cleveland - basically it's just a bunch of buildings whizzing by.
I shot this video riding the Health Line up Euclid Avenue. The quality is a bit dodgy and it isn't necessary to tell my story, except as an example of unnecessary use of video. Audio by Jacinda Espinosa / CC BY-NC 3.0. While I didn't discuss audio in this post, if you do a Google search, you'll find plenty of sources for royalty-free or Creative Commons licensed audio.

While it is true that long sections of text can seem more daunting on a Web page than in a book, that doesn't mean visitors don't read. Nor does it mean we have to throw out our words and replace them with video and pictures.

Instead we can pay attention to our line-lengths, break text into small chunks, use bulleted lists and add images or other media selectively, to enhance—not replace—our main message. Carefully chosen media can help us communicate, while poorly chosen imagery and video only serve to distract. Finding appropriate media can sometimes be a challenge, so today I'm going to discuss some options for finding/creating media that is suitable for your pages.

Audio-visual media isn't a substitute for meaningful content.

Internet users aren't shallow illiterates who will buy your widgets just because your video went viral. That may draw them to your site, but they'll need more to stay there, interact and apply to your law school or download your social media e-book.

Internet users come to your site with the hope that it will help them meet some goal or expectation. They're searching for information that will help them bake a cake, come up with a name for their new puppy, decide which graduate program to apply to, learn how to repair their washing machine, etc.

If we want our content to serve their needs then we need to consider what media will best communicate our message.

I have many dog pictures, but my friend, Ann's dogs, Scout and Kaya, passed away this fall, so I thought it would be appropriate to honor them here in the cute canine example.

We can share a cake recipe with plain text. But photos and video can help us demonstrate the techniques used in the process and give sighted readers an example of how the cake should look when compete.
A list of cool dog names with some background on their history will serve our readers needs. But our new dog owners will probably dig pictures of cute canines so it wouldn't hurt to sprinkle a few throughout our pages.
Information about courses, faculty, current research and campus facilities will help prospects determine if our astronomy program is right for them. If we also add photos of the cosmos—taken from our observatory—and videos of our faculty and students, they can get a better feel for the department and begin to imagine what it would be like to be here.
Washing machines aren't as complicated as nuclear submarines, but they are three dimensional mechanical devices. It may be hard to walk someone through a repair through text alone. But still photos with captions explaining each step, or video demonstrating the repair may make the directions more clear.

Found Media: stock and royalty free imagery

If you've just populated your database of dog names but only have photos of your pug, then you may be wondering where to get the rest of the puppy pictures you need to illustrate your site. If you've got a big budget then you can hire a photographer or license photos from a stock photography site.

If your budget is smaller, many stock sites also have low-cost or even free images available. You can also do Google and Flickr searches for images that can be licensed under creative commons. If you find a photo that doesn't offer such licensing, contact the photographer and ask if you can use the image. The Internet is a great resource for pictures, just make sure to follow copyright laws and never copy and use an image without the proper permission. Government sites by NASA and the U.S. Library of Congress are also a great source of royalty-free photographs. Both provide very clear terms of service.

Plan ahead. Start building up your own photography archive today.

Turning Point, by Philip Johnson on the campus of Case Western Reserve University

If you're a blogger or site owner who can take a decent picture, carry a camera and use it often. When I worked at Case Western Reserve I took photos at various special events, and I would grab the camera when I walked across campus, just to shoot random images—such as this photo of Turning Point—as I happened upon them.

As time went by I developed a rather large collection of campus shots that I could share with our designers, campus Web maintainers and others looking for pictures to use in their projects. To make these easier to find, I archived them on my Flickr account. This way when a request came in, I could just share a link and the requester could download the appropriate picture.

This also made life easier for me as I had thousands of photos to choose from when I needed images for a new Web page. For a campus etiquette dinner event page, I used a picture of a meal I'd eaten. For the transportation page I used a picture of a campus shuttle bus. For the Year of Darwin I used pictures from my vacation in the Galapagos. There were of course rare cases that required stock photography, but in most cases the photos I needed were ones I had already taken.

Building up such an archive may seem daunting, but if you start now—by taking pictures of anything that might relate to your organization or site—you will begin to build up a nice little collection. My friend Josh is currently planning a food related blog. He's now taking pictures of food, from cooking process to plate, whenever we eat together. By the time he launches the site this winter he'll have a variety of images ready for use.

Video of a Rottweiler watching YouTube videos on a laptop
Rottweilers dig video. I found this on YouTube, but my late Rottie, Shiloh used to watch T. V. and bark at the bad guys when they came on screen. I was never quite sure how he did that, he'd often bark before the plot had indicated they were bad. Perhaps it was in the actors' body language.

Embedded Video

If you are reading this then you already know that you can embed videos—from popular services like YouTube and Vimeo— on your own site. Continuing on the dog theme, I found countless files to choose from when searching for cute puppies and canines. I chose this Rottie because I rather liked that he was watching video too.

These services are great places to find videos that support your message. But again, it behooves us to be aware of copyrights. While users submit many videos that we can freely use on our own sites, some upload videos from movies and television that may be unauthorized. To be on the safe side, check the source and read the terms of service before embedding. Also note that if you are just copying and pasting the embed code from the video site, it may not validate correctly. If you want to ensure your HTML is standards compliant, try embedding your videos with .swfobject 2.0.

Build a video archive

If you have a video camera, you can also begin to build a video archive on these services just as you would build a photo archive on Flickr. Uploading videos to your own YouTube or Vimeo channel is also a good marketing idea as your channels can provide additional pathways to your site. This works most effectively if you take better videos than I do. My YouTube channel doesn't have many videos and they are mostly rather feeble things like driving through Cleveland in the snow.

If you're a serious videographer you'll want a professional quality camcorder, but for more casual shooters, there are many inexpensive options available. The Flip Camcorder is very popular among bloggers or you can use the built in video features now available in many phones and digital cameras. I shot the bus video on this page with the Canon SD1000 that I keep in my backpack when I'm not carrying my Canon EOS 40D. The video was an experiment I made in which I held the lens against the window to try to keep it steady. Alas it turned out to be somewhat more boring than I'd hoped, but I'm more of a still photographer. I expect you can do better.

When real world imagery won't do: cartoons and animation

I made this cartoon to illustrate my What I've
Been Reading in the Blogosphere page.

Sometimes we just can't find an image or video that quite serves our needs. If you want to illustrate how much trouble you have keeping up with all the blogs you follow, what do you show? Neither a screen capture of Google Reader nor a photo of a person staring at a computer quite makes the point. But a cartoon showing your thoughts just might. If you can draw, you can create your cartoon from scratch on paper or using a program such as Illustrator or Photoshop.

If you can't draw, you still have options. I started using Bitstrips last year to illustrate a presentation I was making. Since then I've made several cartoons—to use here on the blog—when I needed something more specific than a photo. If I had more time I could draw these by hand, but Bitstrips makes it easy to build cartoons quickly and to maintain consistent character styles throughout. Bitstrips is but one of many cartoon creation sites online, I've listed more below.

Animated video of a Web developer meeting a client who isn't focused on goals. Instead of creating a Web site that talks about the features and benefits of his products he's focused on creating a viral video that probably won't help him make his sales.
From text to animation via Xtranormal. If you're active in social media you might also be amused by the one I made called "Robots in Meatspace".

Similarly if you wanted to show a conversation between, let's say, a Web developer and a client who wants bells and whistles, you might not find it on YouTube. You could hire actors and shoot a video, but that might be expensive.

If you can draw and know how to use Flash you can make a nice animation, but it will take even more time than drawing your own comic strip. (I think it took me about 40 hours to create this interactive dungeon animation awhile back.)

Flash may give you more control, but new tools like XtraNormal let you write a script, and create an animation— from your text and stock characters—in a fraction of the time. It took me less than an hour to write and create this video about the Behemoth Corporation's Web project.

There are many ways to illustrate your point

If your Web site is an online catalog for your diamond jewelry collection, you're not going to grab the point and shoot camera to take the pictures. You'll hire a photographer. If you're promoting a luxury cruise line, you'll hire an agency to produce a professional video.

But whether you're a large university, small business or independent blogger, there are many times when having an image archive, or the ability to create something on the fly, will best suit your needs. There are many tools available, all it takes is a bit of creativity. Also remember, when using non-text media to augment your message, be sure to include alternative content for those with visual, hearing or related impairments. Additional media only adds value if everyone gets the message.

How are you illustrating your sites? Are there other tools you've found that help you develop images and other media to better convey your message? If so, please share them in the comments below.

Online do-it-yourself media tools

heidicool.com is also on Facebook

Goal-driven social media strategies & tactics: how are you interacting with your target audience?

Heidi Cool — Thu, 24 Sep 2009 16:57:32 +0000

A small assortment of social media icons.
Why include RSS? It's a listening tool.

As some of you know, I regularly participate in a variety of real-time chats on Twitter, including #smchat, a weekly discussion of best practices in social media. On Wednesday September 30th at 1:00 p.m. e.d.t. I'll be moderating #smchat as we discuss what social media tactics people have implemented, how they have measured the results and how they have performed.

To prepare participants for the event I thought it might be helpful to give some examples.

Many people are jumping on the social media bandwagon these days just because they feel they should. One hear's people say "Everyone's on Twitter and Facebook, we need to start Tweeting and put up a Facebook page." Needless to say this isn't usually the best approach. Before picking tools and tactics one must assess needs, develop measurable goals and identify a target audience. Once that is done, then one can start developing strategies and tactics to connect with that audience (in their space, on their terms) in a way that will serve one's goals most effectively.

Your goals are set, what's your social media strategy?

To get things started, I'll give you an example of some of the things I've been doing. One of my goals is to get you (or someone you know) to hire me to consult on social media, offer guidance on search engine optimization or design and build a Web site or custom Wordpress blog. My audience includes small to medium sized businesses, academic departments at universities, individuals and others who may need such services. My strategy is to position myself as a reliable and knowledgeable resource for information on Internet marketing and related topics.

Tactics to implement this social media strategy include:

Sharing links to worthwhile articles and videos via Google Reader Share, Delicious, Facebook, Twitter, Digg, StumbleUpon, and so forth—and conversing with people in those spaces.
Blogging in-depth articles on Web related topics here on the Web Development Blog.
Commenting on other blogs.
Networking with special interest groups on LinkedIn, Ning and the real world.
Answering questions on LinkedIn. (You can read more about my LinkedIn Q&A strategy in Maisha Walker's Inc. blog, The Internet Strategist in the article, Building Your Tribe - 6 LinkedIn Success Studies (final/part 3). Read the complete series to learn about the myriad ways you can use LinkedIn for business.)

This blog serves as the foundation for all of these strategies. It provides a destination for traffic from the social media services and offers content for me to share via those services. Since it is built as a part of my overall site, it also gives visitors quick and easy access to other information such as the services I offer, my portfolio and my contact form—and I'm working on some site changes that will make that even easier.

Time is a major cost factor in social media

Measuring marketing results is fairly straightforward. If I want to know which activities are driving the best traffic to my Web site I can look at Google Analytics to see who is visiting from where, how long they stay on site, how many pages they view, etc. This tells me that LinkedIn brings in more new traffic while Facebook brings in the most repeat traffic. Visitors from LinkedIn, Facebook and Twitter all also read more pages and spend more time on site than visitors from StumbleUpon.

In terms of leads and sales I can count the requests for proposals that come in via LinkedIn messages, Facebook mail and my contact form. Measuring the ROI comes from comparing my time investment to the results. In direct mail one measures the cost per sale in terms of dollars spent. When implementing my own social media strategies I must measure the cost per sale first in hours worked, then use that to calculate costs.

Social Media goals come in many flavors—not just marketing

Networking with peers, monitoring your products and brand, enhancing customer service, collaborating with colleagues, sharing policies and procedures, listening for ideas, sharing knowledge, and other functions are also popular and practical uses for social media. Here are a few more examples of strategies and tactics one might use for a few of these goals.

Listening for ideas via social media

During last week's meeting of the Cleveland Social Media Club we listened to a panel discussion in which members of the local media discussed how they use social media. Panelists included:

Kaye Spector - Health and Medical Reporter, The Plain Dealer
Howard Fencl - Assistant News Director, WKYC-TV
Joseph Sheppa - Interactive Content Manager, WVIZ/PBS & 90.3 WCPN - ideastream®
Scott Suttell - Managing Editor, Crain's Cleveland Business
Denise Polverine - Editor in Chief, Cleveland.com

As one would expect, these media outlets are all using Facebook and Twitter to publish headlines and links to stories or videos on their Web sites. But they're also listening for information. News travels so quickly via social media that it's not unusual for them to first hear something on Facebook that they can later confirm through other channels. They also listen to their followers to gauge interest levels in certain topics and events. If their Twitter followers are all talking about X and not about Y, then the newspapers, magazines and T.V. stations know that their readers and viewers have an interest in hearing more about X.

Others—including bloggers as well as those in mainstream media—use social media to listen for ideas. When I answer questions on LinkedIn, I can see if certain types of questions in my field are trending. This can give me ideas for blog posts I should write. I also read blogs and listen to podcasts to keep up with information and get new ideas.

For instance yesterday, while listening to Diggnation, I discovered that Adam Savage, co-host of Mythbusters reads a wide array of blogs and visits Digg.com daily to get story ideas for the T.V. show. He's using the same technique for mainstream media that I use for my humble blog. By simply following my own listening routine, I discovered what he was doing so that I could use him as another example in this post.

Measuring the results of listening is somewhat murky. If you need to justify this use of time one could create a spreadsheet that would tally how many ideas you find each day then develop a ratio comparing "finds" and usefulness to "time-spent." But if you are also reading and listening to increase knowledge it may be harder to quantify. How does one measure the value of such activities? I know that everything I learn in this field makes me better at what I do, but I've not come up with a calculation to demonstrate how much more effective I may be now than I was 5 years ago when I knew less. What I do know is that I will better serve my readers and clients if I keep striving to learn more.

Social media strategies in local politics

Ari Herzog and Jill Miller Zimon are both long-time bloggers, who I've come to know through their blogging activities. Jill is a writer and political analyst who blogs at Write Likes She Talks. Ari is an online media strategist and community manager for business and government who blogs at AriWriter. Each of them is running for City Council in their respective home towns and each is using social media in their campaigns.

One could argue that political campaigning is similar to mainstream marketing, but I think it also bears a particular connection to brand management. When running for office, candidates need to increase name recognition, build a positive reputation, let voters know about their goals and demonstrate how they would serve their communities if elected.

As writers, Ari and Jill have an advantage in this sphere. Each has produced a wealth of online material that is part of the online historical record. If you read their blogs, you will see that they are both candid and direct. While I eschew the word "transparency" they've both exhibited the real meaning of this in their writing. Neither hides behind jargon or political doubletalk, they speak their minds so that you can tell exactly what their position is.

Their similarities extend to social media. As you can see from the links below, each of them is using an array of social media services, and neither is new to this medium. While their strategies may have some subtle differences, both are using social media to spread their message and to let voters know that they are listening.

Jill Miller Zimon - campaigning for Pepper Pike, OH, City Council

Ari Herzog - campaigning for Newburyport, MA, City Council

Measuring the success of their campaigns will be relatively easy. They'll either win or lose. But measuring the impact of social media on the campaigns may be trickier. Will having more Facebook fans make a difference? Does it help to drive Twitter traffic to your site? How does one measure voter engagement? Blog comments? Online donations? Volunteers? How would you measure the results?

What strategies are you using for social media?

Frank Eliason has had great success using http://twitter.com/comcastcares to provide proactive customer service to Comcast customers. The Cleveland Social Media Club used it's Ning Network in conjunction with Google docs to collaborate on our Welcome to Social Media eBook. Companies and universities alike subscribe to Twitter searches to monitor brand and product mentions. What other ways would you use social media tools to serve your specific goals? How do you know if your strategies are working? Do you have measurement techniques in place to gauge success?

Please feel free to share your ideas and experiences in the comments below and/or during next Wednesday's live #smchat. If you've not previously participated in a Twitter chat, you can learn more in my article, Twitter chats: if you can’t meet in real space, meet in real time. I look forward to reading your ideas and suggestions.

Social Media Measurement & Chat Resources

heidicool.com is also on Facebook

Need more Web tips? Fan the heidicool.com Facebook page. I'm posting 1 tip/link there per day to offer ongoing advice on Web design, marketing and social media—without overwhelming your Facebook stream. (I just need 13 more fans to get a custom url; let's see if we can make that goal this week!)

SEO and reality: ranking first for ’subaqueous auto racing’ is only impressive if people actually search on that phrase

Heidi Cool — Thu, 10 Sep 2009 15:36:54 +0000

Race car driver Bob Burman didn't
really race underwater.

Content is the core of on-site search engine optimization.

You must provide useful information that people will seek.
This information should incorporate words and phrases that people will actually use when searching for what you offer.
Such words or phrases must be specific enough to distinguish your content from others.
But…these words should also be generally used and understood by your target audience.

Word choice and SEO: striking the right balance

The above guidelines seem rather obvious, but it's often hard to find that sweet spot between a phrase like auto racing—which is so broad it will generate 32,300,000 search results—and a phrase such as "subaqueous auto racing" which generated 0 results at the time I wrote this. (Note: because I've used this phrase repeatedly, this page will probably soon become the 1 result for the term...unless some of you go out and create competing content.)

Here on the Web Development Blog, as you know, I write about topics related to Web development. In an ideal world I'd rank well for the phrase Web development but it's too common. It can also mean different things to different people. I'm a long-time blogger, but I only make a few posts per month so I can't compete with Wikipedia and other major players on such a frequently used term. But if I get more specific, I can do well. Today this blog came in 4th out of 231,000,000 results for web development blog. My old blog (which links to this one) comes in 7th, so for now at least I'm getting two good results for that phrase.

Write first for readers, then for SEO

While robots crawl the Web, they do so to help people.

I didn't get these search results by analyzing my site and stuffing the phrase "Web development blog" every place I could find. I just used the term in the most obvious places: in the section title, the primary menu, and anywhere it naturally fit in the text. If you write for humans (rather than robots) you'll naturally include many of the relevant words and phrases in your text, but you may still need to do a bit of fine-tuning to match your vocabulary to your readers.

When we're writing for the Web, we're usually writing about subjects with which we are very familiar. We may use specialized vocabulary that makes sense to us, but isn't used by our readers. This could include technical terms pertinent to the field, regional terms specific to where we live or even phrases specific to our organization.

In order to make sure that our copy is both easily understood and easily found via search, we need to take a step back and read/edit the content with our readers in mind.

Choosing reader-friendly phrases for SEO—an example from higher education

Colleges, universities and other non-profit organizations all depend on fund-raising to serve their missions. Some organizations call their fundraising departments "Advancement." Others use "Development" or "Philanthropy." Alas those outside the non-profit world, including many potential donors, don't see those terms in the same way as insiders. Someone involved in manufacturing may think of "Development" in terms of product development. A recent graduate may consider "Philanthropy" to be the realm of the rich—and not realize it also includes his/her $25 donation to the annual fund.

Schools that use simpler phrases such as "make a gift for XYZ" or "give to XYZ" make it easier for donors to find their giving pages. For example, if I Google give to Dartmouth, the first result takes me to their Why Give page which also includes a direct link to their online giving page.

Why worry about SEO when we link to Giving (or whatever) from the home page?

If I know that I want to find something on a particular site, I'll just type the address in the url, then use the navigation or on-site search to find what I seek. I'm not everyone. I know many people who will use the Google search bar even when they know a site's address. Dartmouth alumni and friends may very well Google "Give to Dartmouth" rather than going to http://www.dartmouth.edu to look for the Giving link. Thus it's helpful that Dartmouth ranks #1 on that phrase. Organizations that have large sites—common in academia, Dartmouth has more than 300,000 publicly indexed pages—rely heavily on on-site search because they offer so much information.

Taking advantage of long tail search terms

Horses have long tails, so can you.

While a phrase like give to Dartmouth is both specific and direct, we can also get good results from phrases that are more unique. Awhile back, in SEO - keywords do the darndest things I asked if you were getting traffic from unusual words or phrases you didn't expect. My friend Wayne mentioned, via Twitter, that he gets traffic on phrases we might not want to repeat. David commented that he is getting good results for "Long haired guinea pigs."

I just looked at my analytics again and am now getting results on click here, have you tried jargon and rt hacool. These actually appear in my top 10 which surprised me, but these are still logical. I've written posts advising against using click here and against business jargon, and hacool is my Twitter ID. (rt stands for reTweet which means to forward someone's message on Twitter.)

While these and more general phrases such as "Web development blog" or "blog website tutorial" appear among the top 10 phrases bringing traffic to my site, niche-specific phrases make a significant impact. The phrase quantify and visualize twitter search results produced 5 visits from people who spent an average of 16:50 minutes on the site and visited an average of 7.6 pages.

Admittedly, 5 visits isn't many. But when you also get 2 for how to start redesigning your web site, 3 for cool html blog, etc. they start to add up. People visit this site via almost 2,000 keyword combinations (many of which may be variations on a theme). The top phrases may bring hundreds of visits each, but when added together it's the little niche terms that bring in the majority of traffic. The collective success of these individually smaller elements is what is meant by the long tail.

Woohoo! My site has the #1 spot for "subaqueous auto racing"

While niche phrases produce traffic, they still need to be relevant to our content. When Google indexes this page, it may get the #1 spot for "subaqueous auto racing." But placing high in search results is only half the battle. Such results only matter if people are searching on that term AND if I provide useful information on the topic. You and I both know that this article is about word choice and SEO. So if anyone searches that phrase hoping to learn about underwater car racing, they will be sorely disappointed and leave the site. Some marketers like to brag about making the first page of search results, but if the phrase doesn't bring visitors it isn't helping.

When editing copy for SEO it's easy to get wound up worrying about what phrases you should rank for, but if you write for your readers and apply common sense, you'll start to see meaningful results.

SEO Keywords and Phrases Resources

heidicool.com is also on Facebook

Postscript: Google works fast!

As of 3:50 p.m. e.d.t today, September 10, 2009, this page did come in at #1 for subaqueous auto racing. Here's the screencapture of the Google results page. I have a Greasemonkey script installed on Firefox that also includes Twitter results. As a result of looking this up I'm now also finding reTweets and links I didn't yet know about.

Take control of your social media presence before someone does it for you.

Heidi Cool — Fri, 21 Aug 2009 23:45:11 +0000

Dave Carroll's Video: United Breaks Guitars

United Airlines received a ton of bad publicity after their baggage handlers broke Dave Carroll's guitar. According to Carroll, United did later offer to pay for the repair. He asked them to make a charitable donation instead, which they did.

But imagine the other possible responses they could have made. What if they made a video explaining how they are going to correct the problem to prevent future mishaps? Or a video about the charitable cause that will benefit from their donation?

If they did this the bloggers and media outlets who post Carroll's United Breaks Guitars video could also post United's response and the world would see that they took the problem seriously—all for much less than the cost of a television ad.

Today I had lunch with John Heaney, a local Cleveland entrepreneur, marketer and social media advocate who also blogs about marketing at Orange Envelopes. One of the topics we discussed was the hesitancy some organizations have about implementing social media strategies.

Issues about controlling the message, intellectual property, firewalls, time commitment, return on investment (ROI), measuring results and goal setting are all common concerns, but in particular John raised a point that I've been hearing a lot about lately: negativity.

Specifically we've both heard from individuals and companies who worry that if you're participating in social media, you run the risk that people will say something bad about you. This is true, but the risk is there whether you are online or not. No matter how ethical or clever you may be, someone, somewhere, will be ready to disagree. There's no getting around that. None of us is capable of pleasing everyone all the time. But if we're participating ourselves, we can:

Listen:

People will talk about you or your organization whether or not you can hear them. Ignoring them won't keep the criticism at bay, so you might as well pay attention. If you set up Google alerts on your name or brand, subscribe to Yahoo and Google news search feeds, Twitter searches, etc. you can find out what they're saying about you—be it good or bad—immediately. If we know what others are saying about us on their blogs, our blogs, Twitter, Facebook, online media, discussion forums and elsewhere, we have the opportunity to take advantage of that knowledge and use it productively.

Learn:

Criticism comes in many forms. Some people (trolls) like to leave rude blog comments or make nasty remarks about your brand just because they're angry or they like to stir up a bit of controversy. But other comments can be more constructive. If someone complains about your customer service or your product, this points out a potential problem. You can now determine if this is something you need to fix or if it was just a one-time issue. Someone's product problem could also give you a great idea for a new product or a new version of an existing one. If someone's critique can lead you to build a better mousetrap, then it's worth a listen.

Evaluate:

What was the context of the criticism? Does it have a bearing on your reputation? Your customer service? Your product design? Should this information be passed onto others in your organization, or can it be safely ignored?

Rebecca Kelley, Director of Social Media for 10e20, recently wrote a critical blog post about a panel discussion she attended, Black Hat vs. White Hat Social Media and the Battle for Common Sense. In the original post she had made some negative remarks about Beth Harte who is the Community Manager at MarketingProfs and very well regarded for her knowledge of social media marketing. (I read her blog, The Harte of Marketing and follow Beth Harte on Twitter.) Beth evaluated the situation and chose not to respond. As it happened, other people reacted for her. Readers responded in ardent support of Beth. Rebecca read their comments. She then toned down her blog entry, documented the change and contacted Beth directly to arrange to discuss the panel more thoroughly. Beth and Rebecca each listened and evaluated the situation so that the matter could be peacefully resolved.

You don't need to act on every mention that is made of you, but if you listen regularly you can develop a system of triage in which you determine which mentions deserve which reactions. If you do this regularly and establish a policy, you'll be prepared for the big nasty—that seemingly harmless negative reaction that will get you bad international press if you don't respond in the right manner.

Act:

Once you've evaluated a comment—and deemed it worthy of a reaction—it's time to use that knowledge productively. Can the comment help you improve your widget design? Send it to your product development team. Has it shown a weakness in your customer service department? How can you fix it? Frank Eliason of Comcast became the international poster boy—for using social media to enhance customer service—when he start solving people's problems on his Twitter account, Comcastcares.

Respond:

Let the person who made the comment know what you intend to do. As I recently wrote in Here’s how one web designer deals with negative comments, I like to take a deep breath and step back a bit before responding. If during your evaluation you decide that a response isn't necessary, then you can get back to other matters. But if a response is warranted, then one wants to react clearly and tactfully. Did the person point out a problem that you are going to solve? Explain how you will solve it. Was the comment the result of a misunderstanding? See what you can do to clarify the confusion—while allowing the commenter to save face. If you take the diplomatic route then you both have a better chance of coming out with your reputation in tact. If you respond in anger you'll just make the problem worse.

If you can't solve the problem, do your best to explain why in a manner that will let the commenter know you really did your best. Share the situation with higher-ups in your organization, find out if there is a way to turn the problem into an opportunity, and keep listening.

Establish a baseline reputation via social media NOW.

I've been telling people for years that they need to establish their online presence before someone else does it for them. It behooves us all to take control of our own message. If I'm a small business without a Web site or other online presence, then the only things people will find when Googling my business will be reviews from others, media mentions, social media comments and other opinions written from an external perspective. If I build a site (or hire Heidi to build it for me), start a blog, create a Facebook page, share tips on Twitter, etc. then I can share my expertise and let people know what my business stands for.

What John cleverly pointed out, during our lunch, was that this social media presence also serves to establish your baseline reputation for providing good customer service, offering educational content or whatever else you might be communicating through social media. If you've been doing this regularly, then next year, when customer X blogs about your lousy information resources, he won't have as much clout. Other readers will see that most customers love your blog, enjoy using your customer discussion forum, follow your Tweets, etc. Customer X isn't speaking for the masses, but is instead in the minority.

And, since you are already listening, you will now be ready to respond to customer X in a timely and appropriate manner. If all goes well X can join the majority of your other happy customers. This is a far better outcome than you'll have if X writes a song—extolling your failures—that just happens to go viral on YouTube.

Related Social Media Resources

heidicool.com is also on Facebook

I'm using the page to share one Web related tip or link each day, so that you can get more tips between blog posts—without being overwhelmed by a plethora of links. Become a fan today to receive these updates.

Making sense of semantic HTML: an introduction for clients and new Web designers

Heidi Cool — Tue, 11 Aug 2009 15:57:49 +0000

Sample page using semantic mark-up as viewed in Firefox.

Sample page using non-semantic mark-up as viewed in Firefox. Give or take a few pixels these look pretty much the same.

Sample page using semantic mark-up as viewed in Internet Explorer 6. As you can see, the banner breaks in IE 6 but everything else looks pretty much as expected. The page also breaks in IE 7 and IE 8 though the IE 8 version looks different. I've included these samples as a reminder to always check sites in multiple browsers.

Sample page using non-semantic mark-up as viewed in Internet Explorer 6. Again it looks almost the same at the semantic version, even breaking in the same manner.

The other day, Aaron Rester posed this question on Twitter: Webbies: any advice on explaining semantic HTML to non-webbies?

I wrote back that I usually show them some source code and walk them through things like using h1 and so forth for headers. That is what I usually do. In fact I'd just done that the other day when I was showing someone the changes I would recommend for search engine optimization (SEO).

But the question made me wonder if my explanations were adequate. If someone doesn't know anything about HTML or other mark-up languages, will such an explanation make sense? Or is there a better way to explain the differences between structural and presentational mark-up to clients and new Web designers?

Why do clients and other non-webbies need to know about semantic HTML?

Typically this topic comes up most often when one is discussing issues related to search optimization and accessibility. If a client needs to enhance their site for SEO, I may be recommending changes to the code that they won't even see when looking at the page in their browser. Understandably they will want to know why they should pay me to do things to their site that they won't notice. The changes we make may not be visually apparent, but they will convey additional information to Web browsers and search engines that can aid accessibility, usability and searchability.

What is semantic HTML?

Semantics is the study of meaning. Merriam-Webster's Online Dictionary provides us with a definition that relates closely to how the term is applied to HTML "3 a : the meaning or relationship of meanings of a sign or set of signs; especially : connotative meaning." HTML uses elements that convey structural meaning to Web browsers and other user agents such as search engine crawlers.

Writing a page in semantic HTML simply means that you are applying the appropriate structural elements to the various bits of content on a page. Huh? Code elements act like labels that tell the Web browser what each section of content is. HTML gives us structural elements to indicate headers, paragraphs, lists, tables and so forth. If I want to tell the browser to start a new paragraph, I'll type

. If I want to start a new subhead, I'll type

.

Then isn't all HTML semantic?

You would think so, but no. Web browsers can be both fussy and forgiving. I can code the same content in multiple ways that will each look very similar when viewed, but will actually convey differing amounts of information to user agents.

Instead of using an

I could use
in front of my subhead and make it look the same as it would using

. Such usage would be considered presentational mark-up. It can affect how the header looks, but it is not semantically correct because it doesn't let user agents know that this is a subhead. If a Web designer applies the incorrect elements to page content, the site may look perfectly acceptable. But it is not passing on vital information that user agents may need to:

Help a visually impaired visitor navigate the page using screen reading software.

Tell Google and other search engines what topics are the most important ones on the page.

Show that you are citing a reference document such as a book.

Indicate that you are presenting computer code, etc.

Same content, different mark-up

Sample page using semantic mark-up as viewed in the text-based browser, Lynx. Note how the page retains a sense of order, similar to an outline. This is more apparent when you view the enlarged version of the page.

Sample page using non-semantic mark-up as viewed in the text-based browser, Lynx. When you view the enlarged version of the page you really see the difference. This version seems more like a plain text file without any obvious formatting.

To illustrate this point I've created 2 very simple Web pages, one uses semantic mark-up and one using non-semantic mark-up. Basically the non-semantic version uses
for just about everything. When you view the pages through a regular browser you'll see that the semantic and non-semantic versions look pretty similar. They both look normal in Firefox, Safari and Opera, and they both break in various versions of Internet Explorer. You don't see the difference visually until you look at the pages in the text browser, Lynx.

When viewing the semantic page on Lynx, we can see that there is order to the page; it looks a bit like an outline. The menu looks like a menu and the headers standout to provide an introduction to the other text.

HTML elements in action, offering added information to user agents

Text readers for the visually impaired and search engine spiders are getting even more information than we can see in the Lynx semantic html example. They know that each menu link should be distinguished from the next. The use of an unordered list for the menu tells user agents to separate these links in a way that use of
does not, and allows users of screen readers to jump through or skip these elements to proceed to the main text. In the non-semantic version this is not clear, a text reader may speak all of those links together, making it more difficult for the user to navigate.

These user agents can also tell that the first header is more important than the second because it has been coded as an
while the second header is an
. Headers are ranked in order of importance from 1-6. Here we're using an
for the site name, the most important header on the page. Search engine crawlers will see words in an
as being more descriptive of the page as a whole. This is useful for search engine optimization, because we can include our keywords and phrases in our various headers to let the search engines know that core topics we are covering on the page. Thus on this page you'll notice that I've used the phrase "semantic HTML" in both the text and subheads (which in this case are
's.) That said I've not used it in every subhead because having these headers make sense to you, the reader, is still more important than SEO. People come first, then robots.

In this example I've focused on just a few a few of the many HTML elements that are important to semantic mark-up, but hopefully these will give you a clearer sense of how such usage can help SEO and accessibility. Other elements such as address, cite and blockquote can add additional meaning to a page's code. You can learn more about other elements and related issues in the reference links below.

Semantic mark-up, validation and content

It's always a good practice to validate your code to check for errors and potential problems, but site validation doesn't guarantee that you've used the best mark-up for the site. While the validator can make sure you've used allowed elements, it has no way of knowing if you've them in the most appropriate manner. Both the semantic and non-semantic page samples used in this post were produced using valid W3C standards compliant XHTML and CSS. One is clearly better formed than the other, but both also break in Internet Explorer.

Thus it's also important to check sites in multiple browsers and to simply think carefully about how visitors will read the site. If my samples were for real sites, I'd fix the IE problem, but I used it here to remind us that using valid semantic code is just the beginning. There will always be additional details we must consider.

It's also worth noting that, when it comes to SEO, a semantically well-formed site is not a substitute for good content. Search engines such as Google are designed to help users, like you and me, find the most relevant pages for the information we seek. With that goal in mind they have to accommodate a wide variety of coding differences. If your competitor has great content and plenty of good inbound links, while yours does not, then his/her site will still win out, even if the code is atrocious. But if you can produce great content and present it in the appropriate format you will be off to a good start.

Semantic HTML Resources

The Elements of Meaningful XHTML (presentation showing examples)

Fangs Screen Reader Emulator

Guide to Semantic Use of HTML Elements
Illinois Information Technology Accessibility Act Implementation Guidelines for Web-Based Information and Applications 1.0

More than one H1 on a page: good or bad? (Video by Google's Matt Cutts)

Semantics in HTML 5

W3C Semantic Data Extractor

W3C: G115: Using semantic elements to mark up structure

Web Development Blog

5 years of babbling about the Web: The Web Development Blog celebrates its quinquennial anniversary.

A communications need—in search of a solution.

Case launches a campus-wide blogging initiative.

The birth of the Web Development Blog

Broader mission and the birth of longer posts

Life after Case

The role of the blog

Social Media Marketing Blog

Fan me on Facebook - Follow me on Twitter

Listen now. Talk Later. Listening to monitor brands and gain audience insights via social media.

Listening for brand, product and service monitoring.

Listening for content curation.

Listening to converse

How to listen: news, social media and related searches

Subscribing and sharing via RSS Readers

To listen is to learn

Social Media Listening Resources

Fan me on Facebook - Follow me on Twitter

Top Web Development Blog Entries for 2009

Top 10 most popular posts according to the WordPress Popularity Contest plug-in

Top 10 most popular posts according to Google Analytics page views

Top Commentators for 2009

heidicool.com is also on Facebook

How browsable is your blog?

Blogging Platforms Vary

Alphabetical Index

Category Lists

Categories

Categories

Category Archive Pages

Entries in "<$MTArchiveTitle$>"

RSS Feed

<$MTEntryDate format="%x"$>

<$MTEntryTitle$>

instead of an

for hierarchical reasons. I think

just happened to be available while

Tags

Web Development Blog Tags:

Let's make our blogs more browsable for 2010

Other writer's thoughts on blog navigation

heidicool.com is also on Facebook

Blogging as the backbone of a social media strategy

They found you on Facebook, but where are you sending them next?

Blogging for Government Planning

A social media plan for the fictional town of Ohtopia, Ohio

Ohtopia Blog

Expanding our reach through social media.

Blogging and related social media tools work well together.

Blogging and Social Media Resources

Recommended Reading for Bloggers

heidicool.com is also on Facebook

“Make the Web site bright and shiny.” Bells, whistles and video are only cool if they help you tell your story. Choose carefully.

Audio-visual media isn't a substitute for meaningful content.

Found Media: stock and royalty free imagery

Plan ahead. Start building up your own photography archive today.

Embedded Video

Build a video archive

When real world imagery won't do: cartoons and animation

There are many ways to illustrate your point

Online do-it-yourself media tools

heidicool.com is also on Facebook

Goal-driven social media strategies & tactics: how are you interacting with your target audience?

To prepare participants for the event I thought it might be helpful to give some examples.

Your goals are set, what's your social media strategy?

Tactics to implement this social media strategy include:

Social Media goals come in many flavors—not just marketing

Listening for ideas via social media

Social media strategies in local politics

What strategies are you using for social media?

Social Media Measurement & Chat Resources

heidicool.com is also on Facebook

SEO and reality: ranking first for ’subaqueous auto racing’ is only impressive if people actually search on that phrase

Word choice and SEO: striking the right balance

Write first for readers, then for SEO

Choosing reader-friendly phrases for SEO—an example from higher education

Why worry about SEO when we link to Giving (or whatever) from the home page?

Taking advantage of long tail search terms

Woohoo! My site has the #1 spot for "subaqueous auto racing"

I could use
in front of my subhead and make it look the same as it would using