Archive for the ‘Social Networking’ Category

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Social Media Important to SMBs

Many small and midsize businesses (SMBs) depend on social media as a marketing tool. With such a large number of options available, choosing sites on which to focus time and budget can be daunting. According to a new study from the Pew Research Center, social networks continue to be popular with consumers of all ages and demographics. In fact, the study finds that, with the exception of people under the age of 18 and over the age of 65, more than 60 percent of every user demographic (broken down by age, education, income, location and ethnicity) use social networking sites.

Driving Consumer Engagement

According to a CBS article, "[S]ocial media can be a fantastic tool to drive customer engagement and brand awareness for businesses large and small." Which social networking sites to use depends on what the business's customers are using. This can be discovered by conducting a customer survey or by monitoring different social platforms to assess which sites generate the most interest.

It is better for SMBs to use a few carefully selected, active and industry-appropriate social media sites instead of building a presence on dozens. Oversaturation of a business's brand can create a negative image and repetitive talking points. Additionally, participation on fewer sites allows more thorough IT support and monitoring. The most important objective of social networking for SMBs is to create value for customers so that they feel a sense of connection to the business.

Unfortunately, too many SMBs think that social networking is too time consuming, and they do not put in the effort to build a social presence. By incorporating a presence on social networking sites into their business strategy, companies can build strong consumer communities based on their brand. Not only do consumers in these communities discuss among themselves why they like certain products and services, but community members also use social networking sites to request support from and provide feedback to the company itself. The social networking community often reports bugs in the company website and warns of potential security risks, such as malware embedded in an online ad. With these advance alerts, an IT department can quickly address network and security problems.

Engaging IT

Social media can cause security problems for business networks. Videos and podcasts, both popular methods used to reach customers, take up storage space. Bringing IT professionals into the discussion of how to use social sites as they are being developed can prevent problems in the future by ensuring that the infrastructure is designed to handle large amounts of data and an influx of new business sparked by social marketing tactics. There is also the matter of securing multiple devices that connect to the same site. IT management of social networks is similar to that of bring-your-own-device policies: Both require solid strategies that keep the network secure and avoid data integrity issues. With a smart social marketing policy in hand and by reaching out on sites that have an active population in the company's target demographic, SMBs may find social media to be an effective tool for multiple areas of business.

This post was written as part of the IBM for Midsize Business program, which provides midsize businesses with the tools, expertise and solutions they need to become engines of a smarter planet. Like us on Facebook. Follow us on Twitter.

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Social Media Important to SMBs

Turning social data into cash : Real-time winning

The proliferation of mobile technology has left few without a social media presence, empowering individuals through personal and professional connections across the globe. Its an inevitable aspect of our cultural revolution, and one the enterprise can no longer ignore. The past few years has softened the enterprise to social networking, even spurring organizations to better leverage internal and external social data to their advantage.

At the recently concluded IBM IOD event last year, theCUBE heard from several executives within the tech space as to the importance of social data. For IBM this growing interest in social data is a market opportunity for its expanding Big Data product portfolio, marking one of the four pillars of the initiative. In this article well discuss how social data fits into IBMs Big Data portfolio, comprised of analytics, cloud and mobile operatives.

Marcia Conner, Principal with SensifyGroup and a Social Biz Expert and author, discussed during her appearance on theCUBE how social media has helped people realize that they are human beings and theres nothing wrong with embracing that. She discussed that in the past, employees had to leave their personality in the car, but now, social media has opened up the door for work to not suck.

image source: SiliconANGLE

Its not that we have all these new data and we can actually be doing more stuff; the question becomes for me (and organizations I work with) what can we remove, what are the policies and the nonsense that happens in work every single day that shouldnt be there. Its only there because we dont have a better way, a more trustworthy and a more human way of actually working together, so its incredibly liberating and incredibly open from our perspective simply because its less, explained Conner.

Renee Ducre, Director of Marketing Social Business with IBM, shared how social media is being leveraged by the enterprise to get attention. In this day and age, attention is not bad, it is a commodity. The more attention a brand has, the more interested consumers will be in their products. Ducre also mentions that though crowdsourcing, or getting input from people to make something better, seems to be a new thing thats just catching on, IBM has been doing that for a long time.

Youll see more social technologies, leveraging all of the social collaboration tools is a must, Ducre stated.

IBM prides itself with being a genuinely social business. Every IBM employee is given social media guidelines, which they use to become the voice of IBM. Jeff Schick, Vice President of Social Software at IBM, explains that being social doesnt need to be complicated or painful. You just need a software thats reliable and easy to use without an instructional manual.

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