Leave nothing to chance is prudent advice. Social media opens exciting new doors for communication. Yet, as is always the case, people have found a way to exploit this new technology and wreak havoc in their wake.

Social media identity theft is a new and ever growing menace in our online society and having real life offline consequences.

Cybercriminals are tricking you into clicking links, divulging personal information they can use to hurt you, setting up fake accounts to spread malicious content about you, and more.

You shred important documents so personal information is not stolen from trash bins, but how can you protect yourself from social media infiltration?

Here are a few suggestions I’ve found online that are based on Robert Siciliano’s recommendations. Siciliano is CEO of IDtheftsecurity and a respected expert on the topic.

1. Use a policy. If your company uses social media, make sure you have a strong social media policy that you enforce and instruct employees on the proper way to use it.

2. Lengthen URLs. Never click on a shortened URL before pasting it into a lengthening service like TinyURL Decoder or Untiny. This takes a bit more time, but will help you avoid someone directing you to a harmful Web site.

3. Own your name. Claim your identity online. Grab your first and last name on every social media site you can find, not just the biggies. If you own your identity it is more difficult for someone else to claim it. If you run social media for your business, make sure you grab your company name, trademarked product names, president’s name, etc. There are hundreds of social media sites and this is a huge undertaking. A company called Knowem can help. According to Siciliano it costs about $65 and the company helps you register for up to 120 social media sites.

4. Security. Make sure you stay up to date on your Internet and hardware security by downloading security patches, using Web application software, firewall protection, and more. Plus, set your social media security preferences to protect against outsiders. And of course, watch what you post. Don’t tell the world your boss is driving to the local bank to make the nightly deposit or that your house is empty while you travel across Europe. Think before you post!

5. Report problems. If someone uses social media to hijack your identity, report it to the social media company immediately. Twitter, Facebook, MySpace, and all the others want to maintain their reputation and protect their companies from cybercriminals, but how can they when you neglect to report your problems?

6. Monitor your identity. The best way to keep on top of your identity is to watch it online. Google Alerts, StepRep, and Twitter Search are a few means to see who’s talking about you or your company.

There are always additional precautions you can take online. Please add your own and help us all learn to protect our social media identities. Good luck and be safe!

Search Engine Optimization Fundamentals | Stacey Morgan Smith

SEO, like so many things in life, is always changing. The best practices of today may be optional tomorrow and obsolete next week.

The best way for me to stay on top of the changes and the latest news is to attend training, read blogs, and listen to other industry professionals. Because I spend 90% of most days working on customer SEO work, I have to squeeze a lot of learning into fairly restricted blocks of time. To get the most out of my time, I schedule training where and when I can.

I take advantage of conferences

Conferences squeeze a lot into a few days, but they give me the benefit of studying with different specialists in in my field, and because there aren’t many held in my area, they generally require me to devote a few days of my time. The rest of my team ensures our customers don’t feel my absence, and I dedicate myself to picking up as much new information as possible.

For instance, next week I am attending Search Marketing Expo East in New York. I’ll have the opportunity to meet and learn from people I respect in my field, including Danny Sullivan of Search Engine Land, Rand Fishkin of SEOmoz, and Bruce Clay of Bruce Clay, Inc. In addition, representatives from each of the big 3 search engines will participate in sessions. Sessions cover topics such as duplicate content, PageRank sculpting, and local search.

I read industry blogs

I listen to the people who put time and money into researching SEO tactics, tips, and tools. There are a lot of blogs to choose from, so I’ve put 1o or so of my favorites on a dedicated tab of my iGoogle page. I spend a little time each morning, at lunch, or when I take a break from customer work to read the blog headlines from Graywolf’s SEO Blog, Pepperjam Blog,  and Search Engine Land News Blog. Recent topics include SEO testing, Google features, and information about conferences.

I follow respected peers

I’m on Twitter, and I follow posts by some extremely talented SEO specialists. If I miss a new Search Engine Land News Blog, you can bet one of my circle of Twitter friends will see it and post about it. @janetdmiller, @SEOptimizer, @SteveWeber, and @leeodden are a few of the informative Tweeters who help me stay current on SEO news. Recent tweets discuss search engine history, linkbait, and hosting.

You CAN do your own SEO inhouse. It takes a lot of time to learn best practices, to stay on top of the latest news, and to actually do the work. Effective study-time management will help you succeed.

Stacey Morgan Smith is the director of search engine optimization for Metro DC Internet Marketing Company NetStrategies. If you need help managing your SEO efforts, she can help.

The social media sandbox might feel a tad intimidating at first – especially if you are not a 20-something, fresh out of college, tech-/Web 2.0-saavy go-getter. Before your eyes glaze over and that Twitter-twitch sets in, relax! You too can use social media to cross promote your content or event.

While this post will not provide a specific fill-in-the-blank formula for how to promote your event or product, I want you to expand your thoughts about targeted cross promotion.

Let’s take an example event and explore ways to promote it using social media: Your business is participating in a tradeshow to promote its latest product.

Ways to Use Web Sites for Publicity
First, use your own company Web site to highlight your participation in the tradeshow. You can do that in a number of ways…maybe you add a news release, make a calendar note on your home page, discuss it on your product review…you might want to add a downloadable .pdf file to your site that highlights the tradeshow…you certainly want to link to the tradeshow’s Web site and ask them to link back.

Blog to Spread the Word
If you blog, write a post or two about your upcoming participation. Consider adding a special offer to those who read your blog. This could be an incentive to attend the event and redeem the code for a discount or free gift. Establish Google and Twitter alerts to track conversations about the tradeshow and your product. If you see other people blogging about the event or your product, jump in and remind them of your participation and booth number. (You can set up alerts through Twitter when you type a word(s) into Search and then Save This Search, or use a separate program like TweetBeep.)

Are there appropriate industry blogs you can read and submit comments about the tradeshow and your participation? Remember that the idea is not to spam by simply adding your company link. Rather, you want to listen to relevant conversations and add valuable input whenever possible.

Video Makes it Visual
Video is another form of social media. Create a video that highlights your new product and invite customers to personally check it out at the tradeshow. Remember to distribute your video in places like YouTube and TubeMogul, as well as on your Web site.

Jump into Facebook and Twitter
Ask the tradeshow organizers whether they established a Facebook page and Twitter #hashtag for the event. If so, participate in those social media forums. You also want to create your own Tweets and Facebook status updates within your profile discussing your participation and product. Once again, these are both great places to make a special offer to create buzz. Tweet a discount code to be redeemed in person…or a special gift code available to Facebook fans. Remember, the value of cross promotion is to get your message out in as many targeted outlets as possible. In this case, you want to draw people to the tradeshow and to your booth where you can meet them face to face.

Delve even deeper into Facebook and Twitter by finding local businesses or people that are potential customers. What I mean is, maybe the tradeshow is in Chicago and your product is for restaurant kitchens. Search out Facebook fan pages for Chicago-based restaurants, the Chamber of Commerce, Chicago small businesses, etc. Become a fan of those pages and leave status updates about your participation in the upcoming tradeshow and how those fans can benefit from your product. Then, invite them to stop by your booth.

Likewise through Twitter’s advanced search…find appropriate Twitter profiles in Chicago and become a follower.

Participate in Forums
Search for appropriate forums and start commenting. Using the previous example, it might make sense to find forums that discuss Chicago restaurant reviews and join those discussions…even better, find a forum for restaurant owners!

I hope this discussion about using social media to cross promote sparked a few ideas and helps you find a way to integrate this neat medium into your publicity plan. Read the NetStrategies blog or watch Internet Marketing TV to learn more ways to improve your online presence and drive measurable results to your Web site.

Passion: You’ve either got it or you don’t.

Passion means different things to different people. But one thing I think we can all agree upon is there is no such thing as lukewarm passion! Your social media presence cannot be lukewarm and still produce success.

Don’t over-extend yourself. Unless your organization employs a sizeable social media staff, chances are you’re a one (wo)man social media show. Rather than dabble in 20 different platforms at a minimal level, select the few that best reach your target audience and maximize your efforts. If your customers participate in a few forums on LinkedIn – get hot! If none of your customers Twitter, hold off and participate in the platforms they do use.

Don’t dilute your message. People will seek you out for your expertise on a topic. Exploit that expertise and be a passionate leader who stays on topic. Informing your followers that you just boarded a plane to Washington, D.C. is pointless, unless of course your expertise is travel, and you take your followers along on your trip, sharing with them your experiences, tips, and expertise.

Passionate leaders never stop learning. You must continue to stretch your knowledge in your area of expertise so that you can lead others. Read books, blogs, and articles about emerging technologies in your field. Every time you read something worthwhile, share that source with others.

An Eyeore attitude won’t cut it. (Do you remember A.A. Milne’s famous pessimistic donkey?) When you project enthusiasm, others will be drawn to your message. Make sure your social media voice represents your organization in a positive and professional way. You must put your best foot forward each and every time you use social media. Remember to clearly exhibit your passion, knowledge, and leadership in your industry!

How do you show passion in your work? Please share your ideas.

1. Do interview your existing clients and see what blogs they read. Start reading and commenting in those blogs.
2. Do not write meaningless comments just to get your Web site link attached. Do lend your expertise.
3. Do start blogging with relevant content.
4. Do not be inconsistent once you start blogging. Keep it up!
5. Do find out whether your customers Facebook, Twitter, or use some other social media platform. Open accounts and participate.
6. Do not Tweet or Facebook off topic. Your potential customers do not care that you are off to bed. They do care if you are testing a new and improved solution to their problem.
7. Do submit your news releases to Digg, Delicious, and a newswire (paid or free).
8. Do add RSS feeds to the content on your Web site and blog.
9. Don’t ignore negative comments about your company or product in social media.
10. Do address negative comments and see whether you can help solve the problem.

11. Do cross market your organization using many different media formats. After you write your blog, turn it into a video, a Podcast, and a slideshow.
12. Do submit your blogs and video blogs to a variety of directories.
13. Do ask your friends, neighbors, co-workers, and business contacts to take a look and your blog and leave a comment or rating.
14. Don’t use someone else’s material and “forget” to give them credit. First, it’s stealing. Second, you miss the opportunity for a link! (FYI, this list is compiled from helpful blog posts and Tweets I’ve learned from over the months, plus some life lessons I’ve figured out on my own!)
15. Do Tweet the praises of others.
16. Do check your social media writing for typos and grammar before you post.
17. Do use your own voice in social media.
18. Don’t forget about search engine optimization in social media.
19. Do look for tools to help your social media efforts. Many are free.
20. Don’t use foul or raunchy language when socializing online. You never know whom you might offend.
21. Do remember social media postings are long-lasting and far-reaching.
22. Don’t diss a customer, business associate, co-worker, boss, or competitor in social media. It will come back to haunt you.
23. Do use social media to share your expertise with others.
24. Don’t use social media to overtly sell your product or service. Social media is social!

What do’s and don’ts do you follow? Add your own do’s and don’ts and together we can build the social media list of all lists!

It happens. You make a short-tempered comment with your outside voice, wishing at once you had kept that statement to yourself. Yes, perhaps the auto mechanic is an idiot, or the cable company customer service rep should solve your problem sooner. But I know your mother taught you long ago, as did mine, take the higher road and never lower yourself. You’re better than that, right?

Your Tweet IS your outside voice. In fact, it’s louder and never fades away with the breeze. The Internet’s ability to remember is eternal. Like those dead sea scrolls, people can dig up your Tweets and anything else you write online for posterity.

Tweet responsibly. The New York Times recently reported that author Roberta Silman, upset by a negitive Boston Globe book review, Tweeted her displeasure and even posted the reviewer’s phone number and email, asking fans to “Tell her what you think of snarky critics.” Silman later issued a statement through her publisher, explaining “… in the heat of the moment I responded strongly and I wish I hadn’t. I’m sorry if I offened anyone.” She reportedly terminated her Twitter account.

CareerBuilder.com writer Rachel Zupek highlights a number of workplace firings that recently occurred as a direct result of Tweets and Facebook postings that the author forgot the reach of social media.

Remember to use your grown-up filter when you participate in the world of social media. Think of it as a face-to-face conversation with your most valued customer, future employer, and mom all wrapped up in one. Tweet with dignity and respect!

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If a tree falls in the forest but no one is there to hear it, does it make a sound?

If someone complains about or compliments your organization online, but you have no social media presence, is it like that tree?

Nope! The forest now listens and one falling tree can cause quite a stir.

I recently spoke with Alison Chander, marketing manager for the American Association for the Advancement of Science (AAAS), about her association’s social media presence, especially on Facebook and Twitter.

AAAS launched its first page on Facebook in June 2007.

It uses a number of group or fan pages for different activities. Science Careers currently lists just shy of 5,000 members. This fan page complements one of AAAS’s Web sites, Science Careers.

Alison sees AAAS Facebook fan pages as an outreach effort to let people know about the association and what it does. She also likes that the fan page is open to anyone, so even non-members can learn about the advancement of science and segue into membership.

“We get different types of messages through Facebook than through the Web site,” said Alison. “The Facebook page is a wonderful opportunity for people to interact. It alleviates us having to come up with our own social networking system.”

For example, prior to a recent AAAS conference, one Facebook fan posted a question regarding affordable housing options. AAAS fans responded with suggestions. This interaction between association members was made possible by Facebook’s interactive social media platform.

Alison also sees the future potential of Facebook as a way to organize its members around a cause. “Though we have not tried this social strategy yet, we hope to!”

AAAS uses LinkedIn but has not seen much activity yet. “Our LinkedIn page is restricted to members, and LinkedIn has only just started to implement features that encourage people to participate in discussions,” Alison explains.

Twitter is another form of social media AAAS relies on. Alison recommends, “Even if you don’t tweet on a regular basis, set up a Twitter search. I occasionally find tweets I can reply to. In one instance, I direct messaged a potential unhappy customer who was very pleased I cared about what he had to say.”

An active presence in social media is a benefit to AAAS members. I applaud this association for meeting their members when and where they are online. What a great example of a successful social media strategy!

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Army leadership began drumming operational security (OPSEC) into my head 20 years ago when my husband was a “butter bar” lieutenant. The recent explosion in social media caused me to wonder what the Army’s official take on this craze is, especially when it comes to OPSEC.

I had the peasure of interviewing Lt. Col. Kevin Arata to ask that very question. He is the director of the Online and Social Media Division Office of the Chief of Public Affairs.

I first asked Lt. Col. Arata whether the explosion of social media is in direct conflict with the Army’s OPSEC policy. He explained that so far it is not. He clarified that from a soldier level, our men and women are well schooled in what they should and should not say. The Army continues to educate them about what is appropriate and what is not throughout their careers. “No soldier would do anything to intentionally harm the Army or put their fellow soldiers at risk,” said Arata. “As long as our leaders continue to educate them the right way, I do not see this changing.”

From an Intel (intelligence) perspective, could the enemy piece things together to figure out something critical? In Arata’s honest opinion it seems unlikely.

On the public affairs (PAO) side Lt. Col. Arata does not view social media as a security concern because PAOs are trained and schooled thoroughly in media relations and OPSEC. According to Arata, the information you read that the Army released through social media is already out in public forums. “We now use social media as another tool to distribute information,” said Arata.

I asked Lt. Col. Arata about family member use of social media and its impact on operational security. After all, civilians are not in the direct chain of command. (Though I can say from experience, we may as well be!) He answered that his focus is at the Army-wide level. His office disseminates information and policy. Currently there is not a planned higher-level mechanism for dealing with a family member’s responsible use of social media (concerning OPSEC).

What I found most interesting is that this platform of social media is still new and ever-changing. The Army, just like any organization, is learning and planning its most effective use, too.

“We are working side by side with our operational security counterparts to learn how best to implement social media,” said Arata.

Arata illustrated there are still gray areas when it comes to OPSEC violation and social media. One OPSEC specialist shared with him an example of an Army family member who posted on Facebook that her soldier was deploying to Sauder City. One staffer saw this as a clear OPSEC violation while another did not because the Unit was already in Sauder City when the information was posted. Arata believes educating family members about OPSEC is key. “My general guideline is if you wouldn’t write your comment on a sign stuck in your front lawn, don’t post it to Facebook, Twitter, MySpace, etc. If you have reservations in that scenario, go with your gut!”

I also asked Lt. Col. Arata what the Army is doing to support good OPSEC while recognizing that soldiers and family members are actively participating in social media. “The bottom line is we educate, not regulate,” he said. “I believe our people know the right thing to do, and I have not personally seen flagrant violations.”

The Army’s Web site operates the official U.S. Army social media pages for Facebook, Twitter, YouTube, Flickr, and many more. As of this writing, the Army’s Twitter page had 8,959 followers and 29,082 fans on their Facebook page.

They are dedicated to telling the soldiers’ stories and, in return, promoting those stories to others on social networking sites. Official U.S. Army organizations can submit the URL to their social media page(s) and, once approved, those links will be posted to the social media glossary on the U.S.Army site.

To read the Army’s official blog or connect to their social media sites, visit their Web site.

“From an OPSEC perpective, we do have people that have included, as previously mentioned, such things as when or where their spouses are deployed,” said Lt. Col. Arata. “That could include unit names, locations, sizes, etc. While it’s seemingly harmless, over 80 percent of what Al Quaeda collects is from open source information, so a dozen, or a hundred pieces of information, pieced together from hundreds or thousands of pieces, could end up creating answers to the enemy’s questions. It’s best, therefore, to be very careful about what details are released. For instance, don’t post on a blog that your spouse is deployed. Don’t tell people in an open forum that you are anxiously awaiting your spouse’s return, and put a date! Keep postings and musings generic.”

I found three examples of postings on The U.S. Army Facebook fan page. (I xxed out specific unit names.) Comments like:

Butch xxxxx “just wanted to say again, my son is leaving for iraq, friday his birthday, to help defend our country and freedom, wishing him and all our men and women to be safe, remember to keep your head down and the power day. lets give mark and all our troops a big HOOAH!——”

Lauren xxxx “I love and miss my soldier who is serving in Afganistan right now!! I have survived two weeks of this deployment. Just want to say thanks to all the soldiers for their service and to the families as well for their love and support!!”

Tami xxx “Glad I found this site, my son Tony is currently serving with the xxxth BSB, xxx BCT, xx xxxxx xxx, (Fort xx xx) in Afganistan. I pray every day for his safe return along with his fellow soldiers.”

While each posting alone is not a clear description of unit movement dates and times, it could contribute to giving information to our enemies. Keep in mind I pulled these three quotes from hundreds in a matter of minutes.

Our Army continues to expand its use of social media alongside the business community. This summer they start using social media to monitor key terms and phrases. This can help the Army determine where they need to engage and respond. They already participate in conversations with some military bloggers.

In an effort to ensure consistent knowledge and use of social media across the services, the Army, Air Force, Navy, Marines, and Coast Guard collaborate in their social media efforts by meeting monthly. They have established an All Services Social Media Councel comprised of about 50 people across the services, to include the Department of Defense. They have been meeting regularly for six months now, and in addition to discussing the best practices in social media, they also invite experts to help their efforts. This past month their normal two-hour meeting was arranged as a day-long seminar, hosted by Georgetown’s School of Continuing Studies. Presenters included representatives from each of the services, a Georgetown professor, a civilian social media firm, and a Facebook representative. This helps keep all of the services abreast of the latest trends in this quickly changing and advancing field.

Our military’s leadership understands the value of social media to reach out to the public. Admiral That W. Allen, commandant of the United States Coast Guard, updates his blog, iCommandant, from his Treo. General Ray Odierno, commanding general of the Multi National Tast Force in Iraq, owns a very popular Facebook fan page that he updates with comments and news segments from Iraq. (Become a fan and watch a video of Gen. Odierno shaving comedian Stephen Colbert’s head during his recvent visit to Iraq.)

I guess I can stop worrying about my Facebook page and adhere to the same standards I learned many moons ago. It’s ok to share my thoughts in social media as long as I remember safety first for our soldiers, their families, and our country!

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