COPYRIGHTED MATERIAL. Index

Transcription

1 Index A About page, 68 Activist user influence style, 122 Add Connections button, 165 Add Feeds tab, Google Reader, addressing inappropriate comments, ads, on websites, 74 Akismet, 70, 236 Alexa.com, 194, 198 Alltop, 57, analytics. See also metrics Facebook, Google, 192, 208 ROI and, 159, 192 Answers feature, LinkedIn, 163, AOL, API, Twitter, 113 Apple computers, 15 attention span, 92, 199 audio CAPTCHAs, 99 Austin, Texas, 4, 10, 11, 112, 216, 217 avatars, consistency, 34 defined, 30 Facebook, 31 guidelines, ICQ and, 42 as logos, 30, 32 personal photos as, 26, DPI, 33 Twitter, 30, 32 B backlinks, 103, 190, 197, 250 BBSes, 41, 43 benchmarks, 207, 245, 250, 251. See also metrics Bieber, Justin, 185 Bing, 125, 190, 199 Bit.ly, 207 Black, Rebecca, 184 blogs, 82 94, added to websites, 82 bulleted lists and, 92 community collaboration and, 103 Disqus and, 75 76, 79, 234 editorial calendar, 91, 252, 253, 263 FeedBurner and, forums compared to, 43 FriendFeed and, 56, 97 guest, 85, interacting on, 109 live, 84 Mashable, 52, 56, 66, 184, 251 COPYRIGHTED MATERIAL 267

2 microblogging platforms, 50 51, 112, 117, 206 networking with, not wanting, 110 passwords, 239 posts carefulness in, 11, 22 creating, frequency of, 93 hot topics, 94 inspiration and, 83 85, topics for, problems, 91 ProBlogger and, 68 search spiders and, 191 sharing articles, 108 styles, tone of, WordPress Akismet and, 236 comments and, 234 Disqus and, 79 free hosting services, 82 security, 239 social plug-ins and, 75 website setup with, WP-Robot, 70 Blogger.com, 75, 82, 90, 234 blogrolls, Blue, Allen, 162 Blum, Manuel, 98 bookmarks. See also social bookmarking Goodies tab and, 89 social bookmarking and, 57, 181, 182 bots, 28, 36, 234, 235 brainstorming, 91 brands ads and, 74 characteristics, clarity, 14, 15, 16, 22 consistency, 14 16, 32 content and, continuity, 16, 22, 36 creativity, 16 defined, 2, 4, 34 Dell, 8 9 domain names and, addresses and, 22 23, 36 evolving a brand, Facebook Pages and, , 158 Ford Motor Company, 6 8 framework, 18 image, importance of, 2 key influencers, 245, logos and, 66 mission statement and, 2 names compared to, 2 objectives, online identity and, online presence compared to, 4 packaging, personality, 2, 3, 13, 18, 123, 221 planning, 1 24 questions for defining, 13 real world and, reasons for establishing, 2 reflecting, reputation, 6, 24, 117, 187, 197, Index

3 Southwest Airlines, 10 11, 26 Starbucks, 6, 7, 66 successful, 6 12 target audience, 13, as thought leaders, 2, 18, 125, 199, 218, 259 uniqueness, 14, 15, 22 webinars and, brand strategy, See also social media strategies documenting, 17 evolving a brand, four Cs and, brand-monitoring tools, Bit.ly, 207 Compete, context and, 202 Crowdbooster, 208 free, Google Alerts, , 206, 208, 224 Hootsuite, 113, 159, 160, 187, 205, 263 Hubspot, 210 Klout, , 207, 248, 258 PeerIndex, 207 premium, 204, Radian6, 209 sentiment and, 202 SM2, 210 social media websites and, 212 Social Mention, 206 Social Report, 208 Topic Velocity, 210 Trackur, 210 Twitter Counter, 206 BRB, 42 Bree stunt, 184 Broadcaster user influence style, 121 brochure websites, 64 building influence, building links, bulleted lists. See lists Bullfrog Media, 36, 191, 215, , 234 business cards brand packaging and, 22 importance of, buzz, 7, 11, 102, 113, 224 C calendars, editorial, 91, 252, 253, 263 CAPTCHAs, , 234 Carnegie Mellon University, 98 celebrities impersonating, 28 Klout user influence style, 120 Twitter and, 112, 113, 114 censorship, 228 changing social media strategies, 261 chat rooms, 30, 42, 43, 55 Chen, Steve, 183 Chrome, 195 clarity, 14, 15, 16, 22 CMS systems, 75. See also WordPress CNN, 14, 16, 113 cocktail party rule, 32 collecting addresses, Comcast, 9 Cares, 9 10 comments. See also spam Index 269

4 Facebook, 144 inappropriate, , systems, communication platforms section, 245, 249 communities. See also social networking websites collaboration, blogs and, 103 online, 54 55, 139 social network needs, Compete, CompuServe, conceptual photos, 32 Connect, Facebook, 149 consistency avatars, 32, 34 brands, 14 16, 32 usernames, 34, 35 Contact page, contacts, LinkedIn, 172 content brand development and, interesting, lists and, 263 retweet, 120, 259 SEO and, 190 tweet, website design and, 64 context, brand-monitoring tools and, 202 continuity, 16, 22, 36 controversial blog style, 86 Conversationalist user influence style, 123 conversations comments systems and, interesting, RSS feeds and, social plug-ins and, 70, 71, 75 76, 143, 236 core website pages, creativity blog posting and, 83 85, 91, brainstorming, 91 brand, 16 username, 26, 27 cropping, 32 Crowdbooster, 208 Cs, four, Curator user influence style, 122 curse words, 27 customer service, 11 D Dabbler user influence style, 123 DailyBooth, 52, 53 dating sites, 44, 46 deep links, 192 deleting inappropriate comments, 228, 231 Delicious, 57, 90, 181 Dell, 8 9 Dell, Michael, 8 Demographics Chart, design, website options, SEO and, 195 difficult situations, See also negativity; spam 270 Index

5 blog problems, 91 hacking, 41, inappropriate comments, , stalkers, Digg, 56, 75, Disqus, 75 76, 79, 234 Disqus Comments, 76 Disqus Profile, 76 DNS. See domain name system documenting brand strategy, 17 social media strategies, 244 domain name system (DNS), 62 domain names brand names and, defined, 60.edu, 192 Facebook.com, 130 fully qualified, 14, 16 length of, 63 personalized, 82 website names and, Doodle.com, 222 DPI, 33 Drupal, 75 E Echofon, 113 editorial calendars, 91, 252, 253, 263.edu domains, 192 elevator pitch, 218, 219 Eliason, Frank, 10 Ellis, Jim, 40 Gmail, 88, 90, 97, 99, 166 Hotmail, 99 newsletters, Outlook, 78 spam Akismet and, 70, 236 bots, 28, 36, 234, 235 free services and, 36 as inappropriate comments, 228 preventing, Twitter, 6 Yahoo! Mail, 99 addresses brands and, 22 23, 36 collecting, Contact page and, online identity and, on websites, 36 embedded links, 83 Eventbrite, 222, 223 events event-planning websites, in Facebook, , 223 hosting, Evolution of Dance, 183 evolving a brand, executive summary section, 245 Explorer user influence style, 123 Export/Import tab, Google Reader, 89 F Facebook, 49 50, analytics, Index 271

6 avatars, 31 comments feature, 144 Connect, 149 Demographics Chart, Disqus and, 76 Events feature, , 223 Facebook.com domain, 130 features, 49 50, 131 Ford and, 7 founding, 130 Friendster and, 47 hacking and, help center, 242 history, 130 Hootsuite and, 205 Like button, 75, 143, 144, 150 likes, 135, , LinkedIn compared to, 57 lists, MySpace compared to, 49 Notes feature, 110 Pages, brands and, , 158 guidelines for, likes, types, passwords, 71, 239 photos and, 49, 131, 144, , profiles, 49, 131, 132, 133, 134 security settings, 156, 237 Share button, 145, 153 social plug-ins, 75 stalkers and, 233 Tagging feature, Twitter compared to, 50, usernames, 35 video feature, 144 viral messaging, 150 Wall, 49, 50, 131, 135, 143, 144, 147, 149, 153, 154, 155 Falls, Jason, 208 fans, Facebook analytics, 146 FAQ page, 69 Feed Stats Dashboard, FeedBurner, Feeder user influence style, 122 fights, 84 File Transfer Protocol (FTP), 60 Firefox, 195 Flickr, 52, 53, 78, 90, 187, Flipboard, Folders tab, Google Reader, 89 followers. See also thought leaders thought leaders and, 18 Twitter, following Twitter, Ford Fiesta Movement, 7, 8 Ford Focus Movement, 7 Ford Motor Company, 6 8 forums. See also social networking websites BBSes and, 43 blogs compared to, 43 chat rooms compared to, 43 message boards, 43, 55 passwords, 239 social networks and, Usenets and, Index

7 four Cs, FourSquare, 56, 57, 159, 205, 224, 232, 248 free brand-monitoring tools, free services, 36 free hosting services, 82 FriendFeed, 56, 97 Friendster, FTP (File Transfer Protocol), 60 fully qualified domain names, 14, 16 G Gardenas, William, 183 gated-access approach, 163 GEIS, 42 General Electric subsidiary, 42 Genie, 42 geolocation tools, 224, 232, 250 Gerth, Bill, 9, 11 getting found online, See also SEO Gmail, 88, 90, 97, 99, 166 Goodies tab, Google Reader, 89 Google. See also YouTube Ads, 74 Alerts, , 206, 208, 224 Analytics, 192, 208 Groups, 40 juice, 105, 106, 107 Reader, 88 90, 179 search engine, 125, 190, 199 search ranking, 3 Talk, 101 Trends, 93 YouTube and, 183 gossip magazines, 114 graphs, social, 139. See also analytics Groups, LinkedIn, Guericke, Konstantin, 162 guest blogging, 85, H hacking, 41, hashtags, 110, 118, 126, 127, 214, 224 heart, 51. See also Tumblr help centers, 242 Hi5, 47 high-level social media strategies, 244 Hilton, Perez, 114 Hipstamatic, 187 HollywoodHotMoms.com, 251 home page creating, defined, 14, 69 Hootsuite, 113, 159, 160, 187, 205, 263 Hopper, Nicholas J., 98 hosting providers, website, 36, 37, 60 hot topics, blogs and, 94 Hotmail, 99 https, 237 Hubspot, 210 Huffington Post, 184 Hughes, Chris, 130 humorous blog style, 86 Hurley, Chad, 183 hyperlinks. See links hyphens, usernames and, 29, 34 Index 273

8 I ICQ, 42 ignoring inappropriate comments, IM (instant messaging), 42, 48, 49 Import/Export tab, Google Reader, 89 inappropriate comments, , See also spam Incredibooth, 187 influence building, key, on brands, 245, Klout user influence styles, informal market analysis, informative blog style, inspiration, blog posting and, 83 85, Instagram, 187 instant messaging (IM), 42, 48, 49 interacting, on websites/blogs, 109 Interactions, Facebook analytics, 147 interesting content, interesting conversations, Internet Explorer, 195 Internet forums. See forums Internet Relay Chat (IRC), ipad applications, Iran election fraud, IRC (Internet Relay Chat), J JetBlue, 10 11, 24 Joomla, 75 Jooners, 222 juice, Google, 105, 106, 107 K Karim, Jawed, 183 key influencers, 245, keyword-focused title tag, 191 keywords, Klout, , 207, 248, 258 Kutcher, Ashton, 50 L Laipply, Judson, 183 Landor, Walter, 4 Langford, John, 98 language natural, 191 obscenity, 27 profanity, 44, 228, 231 vulgar, 228, 231 Like button, 75, 143, 144, 150 likes. See Facebook links (hyperlinks) backlinks, 103, 190, 197, 250 building, deep, 192 defined, 83 embedded, 83 link-baiting, 84 nofollow, 234 to profiles, 51, 118 SEO and, 190, 191, Index

9 link love, 197 LinkedIn, 47 48, Add Connections button, 165 Answers feature, 163, avatars, 30 contacts, 172 defined, Facebook compared to, 57 features, gated-access approach, 163 Groups, history, 47, 162 Hootsuite and, 205 mission statement, 162 passwords, 164 profile, 47, 48, Recommendations feature, social plug-ins, 75 tools, Twitter compared to, 166 usage guidelines, listening, 6, 21, 68, 120, 260 lists blogs and, 85, 92 content and, 263 Facebook, Home page and, 69 live blogging, 84 Live Spaces, 90 LiveJournal, 45 46, 90 logos. See also avatars avatars as, 30, 32 brands and, 66 consistency, 14 importance, tagline, 2, 13 websites and, LOL, 42 Lonelygirl15 video diaries, 184 Ly, Eric, 162 M market analysis, marketing plan. See also real world; social media strategies real world and, 217 social media strategies compared to, 265 Mashable, 52, 56, 66, 184, 251 Meetup.com, 57, 222, 223 message boards, 43, 55. See also forums metrics analytics Facebook, Google, 192, 208 ROI and, 159, 192 benchmarks and, 207, 245, 250, 251 brand-monitoring tools and, 203 choosing, common, 250 ROI and, 224, 251 microblogging platforms, 50 51, 112, 117, 206. See also Tumblr; Twitter Microsoft Outlook, 78 Millennials, 7 mission statement brands and, 2 LinkedIn, 162 mobile phone cameras, 187 Index 275

10 Mogotix, 222 monitoring brands. See brandmonitoring tools Monty, Scott, 6, 7 Moskovitz, Duston, 130 MySpace, 47, 48, 49, 90 MySpace IM, 48 N names, 2. See also brands natural language content, 191 negativity brands and, 34 Comcast and, 10 inappropriate comments, , online presence and, 4 packaging and, 22 sentiment measures and, 202 Networker user influence style, 122 networking, with bloggers, news newsletters, newsreader clients, 40 publications, Twitter and, social media sites and, next steps section, 245, Ning, 50 nofollow links, 234 Notes feature, Facebook, 110 O Obama, Barack, 50 objectives, brand, obscenity, 27 Observer user influence style, 123 offline. See real world online communities, 54 55, 139. See also social networking websites online identity, See also avatars; usernames brands and, addresses and, online presence brands compared to, 4 defined, 4 Google search ranking and, 3 Starbucks, 6 online services, See also social networking websites OPML format, 89 Outlook, Microsoft, 78 overwhelmed, from social media sites, P packaging, page rank, 105, 106, 107, 190, 250 Page Views, 147 Pages. See Facebook passwords blogs, 239 Facebook, 71, 239 Facebook Connect, 149 forums, 44 hacking and, LinkedIn, 164 Twitter, 71, 238, 239 webinars, 95 YouTube, Index

11 Path, 187 PeerIndex, 207 personality, brand, 2, 3, 13, 18, 123, 221 personalized domain names, 82 phishing, 237, 239 phone hacking, 41 Photobucket, 187 photos. See also avatars About page and, 68 cropping, 32 dating sites and, 44 Facebook and, 49, 131, 144, , Flickr and, 52, 53, 78, 90, 187, 188 sharing, Twitpic and, 187, 188 personal, avatars and, 26, 66 phreaking, 41 Picasa, 187 Ping.fm, 101 Plancast.com, 222, 223 plug-ins, 70, 71, 75 76, 143, 236 posts. See blogs; tweets Post Quality, Facebook analytics, 146 Posterous, 50, 82 pre-designed websites, 64 Preferences tab, Google Reader, 88 premium brand-monitoring tools, 204, privacy collecting s and, 73 Facebook events, 152 Facebook lists, 156 Google Reader and, 90 problems. See difficult situations ProBlogger, 68 Prodigy, profanity, 44, 228, 231 profiles. See also usernames dating sites, 44 Disqus Profile, 76 Facebook, 49, 131, 132, 133, 134 Hi5, 47 Klout, 121 LinkedIn, 47, 48, links to, 51, 118 MySpace, 48 retweets and, 118 usernames and, 26 pull, 117 Pundit user influence style, 121 push, 117 Q QR code, 214 Quora, 18 R Radian6, 209 real world, brands and, business cards and, event hosting, speaking engagements, Tweet-ups, Really Simple Syndication. See RSS real-time updates, 47, 50 Index 277

12 reciprocation, blogrolls and, 105 Recommendations feature, LinkedIn, Reddit, 56 reflecting brands, reputation, 6, 24, 117, 187, 197, 216 return on investment. See ROI retweets brand personality and, 123 content for, 120, 259 Crowdbooster and, 208 defined, and, 229 Hootsuite and, 205 Social Mention and, 206 Southwest Airlines and, 11 reverse Turing test. See CAPTCHAs ROI (return on investment) analytics and, 159, 192 event hosting and, 224 Hubspot and, 210 influence and, 259 keywords and, 193 listening and, 260 metrics and, 224, 251 SEO and, 190 social media and, 265 statistical dashboard and, 21 Rowse, Darren, 68 RSS (Really Simple Syndication) feed readers, 88 Google Reader, 88 90, 179 newsreader clients and, 40 feeds, rule of thirds, 32 S Safari, 195 Salesforce, 209 schedules, 263. See also editorial calendars search engines. See also Google Bing, 125, 190, 199 Google, 190, 199 search engine optimization. See SEO search features, Twitter, search spiders, 191, 192, 195 SearchEngineLand.com, 199 security. See also passwords; privacy Facebook, 156, 237 hacking and, 41, Secure Browsing, 237 social networks, 232, 233 stalkers and, viruses, 41, 197, 237 WordPress, 239 Seesmic, 113, 159, 187, 263 semantic code, 195 sentiment, brand-monitoring tools and, 202 SEO (search engine optimization), Compete and, 209 defined, 190 guidelines for, keywords and, links and, 190, 191, 192 metrics and, 250 social media and, time investment on, 53 web code and, Index

13 website design and, 195 websites (with blogs) and, DPI, 33 sharing. See also video sharing sites articles, 108 Facebook Share button, 145, 153 photos, social media strategies, 255 short message service. See SMS short paragraphs, 69 short URLs, 78, 207 short usernames, 26 Six Degrees, Skype, 101, 216 Slideshare.com, 218, 219 SM2, 210 Smith, Mari, 137, 143 SMS (short message service), 101, 113, 145 social additions, to websites, See also blogs social bookmarking, blogs and, 110 bookmarks and, 57, 181, 182 defined, 181 Delicious, 57, 181 StumbleUpon, 2, 70, social graphs, 139. See also analytics social media interesting content, marketing compared to, 265 ROI and, 265 SEO and, Social Media Examiner, 143 Social Media Explorer, 208 social media strategies, See also brand strategy; real world benchmarks and metrics section, 245 changing, 261 communication platforms section, 245, 249 creating, documenting, 244 executive summary section, 245 high-level, 244 implementing, 265 interesting conversations, key influencers section, 245, marketing strategy and, 265 next steps section, 245, sections of, updating, 254 social media websites, See also Facebook; LinkedIn; social networking websites; Twitter; video sharing sites Alltop, 57, brand-monitoring tools and, 212 Digg, 56, 75, Flipboard, news and, overwhelmed from, photo sharing, social bookmarking, blogs and, 110 bookmarks and, 57, 181, 182 defined, 181 Delicious, 57, 181 StumbleUpon, 2, 70, Index 279

14 support from, 242 video sharing, Zite, 179 Social Mention, 206 social networking websites. See also blogs; Facebook; forums; LinkedIn; Twitter; Yahoo!; YouTube affordability, 54 AOL, BBSes, 41, 43 choosing, guidelines, selectivity in, community social network needs, CompuServe, costs, 54 DailyBooth, 52, 53 dating sites, 44, 46 defined, 40, 51 Delicious, 57, 90, 181 Flickr, 52, 53, 78, 90, 187, 188 forums and, FourSquare, 56, 57, 159, 205, 224, 232, 248 FriendFeed and, 56, 97 Friendster, Genie, 42 Hi5, 47 ICQ, 42 instant messaging, 42, 48, 49 IRC, LiveJournal, 45 46, 90 Meetup.com, 57, 222, 223 MySpace, 47, 48, 49, 90 Ning, 50 online communities and, 54 55, 139 online services, Ping.fm and, 101 Posterous, 50, 82 Prodigy, real-time updates, 47, 50 security, 232, 233 Six Degrees, stalkers and, StumbleUpon, 2, 70, Terms of Service, 44, 51, 134, 242 timeline, Tumblr, 51, 75, 82 Usenet systems, 40 social plug-ins, 70, 71, 75 76, 143, 236 social rank, 199 Social Report, 208 Socializer user influence style, 122 Sony Electronics, South by Southwest (SXSW) Interactive Conference, 4, 50, 112, 216 Southwest Airlines, 10 11, 26 spam Akismet and, 70, 236 bots, 28, 36, 234, 235 free services and, 36 as inappropriate comments, 228 preventing, Twitter, 6 speaking engagements, Specialist user influence style, 122 spiders, 191, 192, Index

15 spreadsheet application social network choices and, 55 target audience and, 21 stalkers, Starbucks, 6, 7, 66 stationary, brand packaging and, 22 statistical dashboard, 21 Stratten, Scott, 52 StumbleUpon, 2, 70, Subscriptions tab, Google Reader, 89 successful brands, 6 12 Sullivan, Danny, 199 support, social media websites, 242 SXSW (South by Southwest) Interactive Conference, 4, 50, 112, 216 syncing Facebook and Twitter, Zite and Twitter, 179 Syndicator user influence style, 122 T Tagging feature, Facebook, tagline, 2, 13. See also logos Tags tab, Google Reader, 89 target audience, 13, Taste Maker user influence style, 121 Technorati, 106 templates, website, 64, 74, 76 Terms of Service, 44, 51, 134, 242 thought leaders brands as, 2, 18, 125, 199, 218, 259 business cards and, 22 Klout user influence style, 121 LinkedIn Answers and, social bookmarking and, 181 Tweet-ups and, 220 webinars and, 96 Threadless, 144 threads, 44, 138, 241 title tag, keyword-focused, 191 TMZ, 114 Topic Velocity, 210 total fans, Facebook analytics, 146 tracking. See brand-monitoring tools; metrics Trackur, 210 trending topic, 126 trends Google, 93 Tw, 220 Twitter, 93, Truscott, Tom, 40 trust, 15, 23, 71, 72, 121, 162, 163, 192 Tumblr, 51, 75, 82 Tungle.me, 222 Turing test. See CAPTCHAs Tw trend, 220 tweets content, followers and, 117 guidelines, 259 retweets brand personality and, 123 content, 120, 259 Crowdbooster and, 208 defined, and, 229 Hootsuite and, 205 Index 281

16 Social Mention and, 206 Southwest Airlines and, 11 Tweet button, 75 TweetDeck, 113, 159, 187 Tweet-ups, Twitpic, 187, 188 Twitter, See also tweets acceptance of, API, 113 avatars, 30, 32 celebrities and, 112, 113, 114 Comcast and, 9 10 Dell and, 8 9 Disqus and, 76 Facebook compared to, 50, famous users, 50 FeedBurner and, 78 followers, following, Ford and, 7 founding, 50, 112 hacking and, hashtags, 110, 118, 126, 127, 214, 224 help center, 242 Hootsuite and, 205 Iran election fraud and, JetBlue and, 10 11, 24 LinkedIn compared to, 166 news publications and, passwords, 71, 238, 239 personal account disclaimer, 23 popularity of, RSS, 117 search features, social plug-ins, 75 Southwest Airlines and, spam, 6 stalkers and, 233 Starbucks and, 6, 7 Stratten and, 52 syncing with Facebook, with Zite, 179 trends, 93, Tumblr compared to, 51 usernames and, 26, 27, 28, 35 uses of, 117 Twitter Counter, 206 U UberMedia, 263 underscores, usernames and, 29, 34 uniqueness brands, 14, 15, 22 content, 190 Facebook Page image, fonts, 66 keyword-focused Title tag, 191 username, 26, 27 unsubscribed fans, Facebook analytics, 146 updating Feeder user influence style and, 122 real-time, 47, 50 social media strategies, 254 Upstream, 186 URL shortening, 78, Index

17 Usenet systems, 40 user influence styles, Klout, usernames, changing, 35 consistency, 34, 35 curse words and, 27 defined, 26 examples, 28 guidelines for choosing, hyphens and, 29, 34 obscenity and, 27 short, 26 Twitter and, 26, 27, 28, 35 underscores and, 29, 34 V Vaillant, Jean-Luc, 162 video feature, Facebook, 144 video sharing sites, Vimeo, 183, 186 YouTube, brands and, 2 Ford and, 7 Twitter and, 118 WP-Robot and, 70 Vimeo, 183, 186 viral messaging, 150 virtual communities. See online communities viruses, 41, 197, 237 von Ahn, Luis, 98 vulgar language, 228, 231 W W3C, 195 Wall. See Facebook web code, web standards, 195 webinars, websites. See also blogs; content; home page; RSS feeds; social networking websites; video sharing sites About page, 68 address, addresses, ads on, 74 blogs added to, 82 brand packaging and, brochure, 64 CAPTCHAs, , 234 collecting addresses, comment systems and, Contact page, creating, design options, 64 65, 195 addresses on, 36 essential pages, event-planning, FAQ page, 69 goals, 64 hacking, 41, hosting providers, 36, 37, 60 interacting on, 109 names, domain names and, Ping.fm and, 101 plug-ins and, 70, 71, 75 76, 143, 236 pre-designed, 64 Index 283

18 RSS and, SEO and, 195, 199 setting up, social additions to, speaking page on, template, 64, 74, 76 Wetherell, Chris, 89 whois.net, 62, 63 Winfrey, Oprah, 50 Woods, Tiger, 50 WordPress. See also blogs Akismet and, 236 comments and, 234 Disqus and, 79 free hosting services, 82 security, 239 social plug-ins and, 75 website setup with, WP-Robot, 70 WP-Robot plug-in, 70 X Xanga, 90 Y Yahoo!, 2, 36, 101, 125, 190 Groups, 40 Mail, 99 Music, 184 YouTube, brands and, 2 Ford and, 7 Twitter and, 118 Vimeo and, 183, 186 WP-Robot and, 70 Z Zite, 179 Zuckerberg, Mark, Index