I recently came across an extension for Chrome called Collusion (there is also a Firefox version) and it’s pretty neat.

After you’ve installed it, a small icon appears on your toolbar like this:

All you need to do is visit any web page and then click on the icon.  Collusion will then generate a bubble graph with the current site at the center and then each site that was sent personal data about you around it.  Here’s an example from a single visit to a major social media blog (click on image for full size):

For me, this is pretty frightening.  One visit to one website and some information about that visit was sent to a total of 26 different sites!  The circles outlined in red are considered confirmed tracking sites.

Collusion continues to track this information until you clear/reset the graph.  And so here’s what it looks like after just another couple of minutes of random browsing:

Although all of this data flying around does not necessarily mean that your private/personal details are being shared to all and sundry – websites are increasingly using apis and third-party web services to provide the functionality that they require (e.g. commenting engines, social media shares, etc).  But I still think that this is pretty alarming and certainly makes me consider my own views on online privacy.

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Every now and then, I get asked for advice on which site they should use and why – and so, here’s my take on the subject.

When it comes to social networking sites, there are only three primary options (sorry MySpace, Bebo and the rest): Facebook, LinkedIn, and Twitter.  These sites are not mutually exclusive and I would recommend that you get involved on all three using the following guidelines:

Facebook. Due to the topics discussed, photos shared, etc – Facebook is best for personal relationships.  Close friends.  Old friends. Work colleagues with whom you have personal relationships.  Use this platform to connect and reconnect but restrict it to personal relationships.

Facebook is for your “private network”.

LinkedIn. This is the best site for maintaining your professional / business network.  Connect with former work colleagues, business partners, and people who you don’t know or would like to know within your industry.  There are sections for recruitment so that you can find your next employee or your next job.  You can also ask colleagues or clients to recommend your work to help build a more reputable/credible online profile.   Use this platform for professional relationships (however loosely defined).

LinkedIn is for your “professional network”

Twitter. Twitter is not a website in the same way as Facebook and LinkedIn. Technically, Twitter is a “microblogging” platform.  It is, however, starting to evolve into something closer to these two sites with recent functionality improvements such as follower suggestions (“friend finder”) and better list management (“groups”). It will be interesting to see just how far Twitter develops as a “destination” site instead of a platform over the next couple of years.

Twitter allows you to connect with a much broader group of people.  These connections can be one-way – you can follow someone who does not necessarily follow you and you can “broadcast” information without getting too involved with discussion.  But those who get the most our of Twitter create two-way connections by engaging those who they follow in conversation.   Twitter is great for connecting with a large number of people and organisations without the formality of a “friend request”.  You can follow anyone.  Anyone can follow you.

Twitter is for your “public network”.

As illustrated above, which social networking site you use depends on the nature of the relationship and the degree of intimacy you have with that person.  Obviously, people within your “private network” can be a part of your “professional” or “public” network, but it is not necessarily appropriate for people who you do not know, but are a part of your “public” network to be your Facebook friend.

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1. Social Media.. trying to include too much

Social Media and its derivatives is the latest “hot thing” – the “new black” if you will.   Although people were getting excited about the possibilities for some time, the buzz is mainly being driven more recently by sites like Facebook and Twitter entering the mainstream.

For me, the problem is that almost everything related to the Internet is part of “social media”.  I found this chart the other day which demonstrates my point:

When social media includes everything from YouTube to Twitter to World of Warcraft, shouldn’t we start to either refine the definition or segment the massive category that this has become?   What percentage of today’s web isn’t social media I wonder?

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1. Which social networking sites to use

Its called Balsamiq – and it allows you to create simple user-interface mock-ups (aka wire-frames) for web pages or software applications without any software to download or without any artistic talents whatsoever.

The software is written in Adobe Air – which means that it works on all software platforms (Windows, Mac, and Linux) and is offered as a free/demo web-based version or as a download that allows you to work with it offline for $79.

I like it.  I like its simplicity.  I like the way that the controls are designed to look hand-drawn .. so that everyone clearly knows that its just a mock-up.

This is a great tool for anyone who is having to work with software developers or web designers and you are trying to get your own design requirements across clearly.

This is especially useful for anyone needing to create landing/squeeze pages for internet marketing and relying on the skills of a graphics designer as not all web designers “get” the key requirements that make a strong landing page.

Once you are complete with the mock-up – you can export it to a PNG file to save, email, etc.

I would love to see this application progress to the next stage in this process and offer prototyping capabilities (the ability to string a number of mock-ups together so that they you can describe how to USE what you are designing – not just how it will look.

I highly recommend you all to take a look.

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The Emyth Revisited by Michael Gerber.

OK – although these are meant to be “in not particular order”, this book is simply the best for anyone running or considering running a small business.

The basic premise is that many people start their own company but end up simply self-employed (i.e. creating a job for themselves and not a business).  In order to help run, grow, and build a business you need to be able to detach yourself from doing the work so that you can take a more strategic view.   Simply put, the concepts in this book work – please read it.

The Ultimate Sales Machine by Chet Holmes.

Another great book with real practical advice on how to build a sales-based organisation.  This is not a “how to sell” book.   But it covers a wide number of organisational areas that need to be developed in order for you to build your own “sales machine”.   Topics include goal setting, marketing, time management and the need for “pig headed discipline” in order to succeed.

Selling the Invisible by Harry Beckwith.

If you are running a service business, then this is a great book for you.  It is full of tips on how to make something intangible (service) into something more tangible (like a product).   I also like how it is structured into small chapters that make it a great book to pick up and put down as you have time.

Focus: The Future of Your Company Depends on It by Al Ries.

This one is not as “hands on” as the others – but I believe that many small businesses fail – some before they even get going – because they lack focus. This is a great book to help understand the benefits of staying “on message”.

Duct Tape Marketing by John Jantsch.

Only just finished this book but it is packed with so much useful advice to anyone starting or running a business that it instantly gets added to my top 5 list.   It will really help get some structure to your marketing and be a constant reference.

Worth Mentioning

The 4-Hour Work Week by Tim Ferris.

This is not a small business book, but I think if you look past the “tango around the world while you outsource your life” element of this book – there are some sound lessons that are not a million miles away from those in Emyth.

This can be one of those paradigm shifting books; mainly in helping you realise that “9-to-5″ is only a social convention.. it is not something that you must adhere to.  If you are able to apply the lessons from Emyth and detatch from working “in” your business and start to work “on” your business, then who says that you need to be in the office all the time to do that.

This book will also help you look at what areas of your business (and your own workload in particular) could be handed off to someone else.  Either within your business to one of your employees or to offshore resources if appropriate.

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Your “brand” is more about what you represent.  It may be presented and reinforced through your corporate image, advertising and other marketing activities – but ultimately your brand reflects your core values.

And your core values are not something you simply “design and promote”.  They are reflected in everything you do – how you act, how your employees are treated, how your employees treat your customers, the things you say and when you say them.

Brands are created through action – not through design.  Or better yet, brands are created through consistent action.  You have to “walk the talk” – everyday; and so do your staff.

The secret to effective branding therefore is consistency.

Take a look at Virgin.  Richard Branson has developed the brand of Virgin so successfully that it no longer needs a product or service.  Virgin is all about customer service.  It doesn’t matter what they are selling or where they stick their name. If it doesn’t offer a strong positive customer experience, then it is not consistent with the brand – and probably as a result will not succeed.  This reputation has been built over many years by consistently sticking to its core values and the key message that it represents – customer service.

The same is true in your personal life.  Your “brand” is your reputation.   You can’t tell people what they should think of you – your actions do that more clearly than you ever could.   Its the consistency of your actions and your behaviour that form people’s long-term opinions of you.   They may have an incorrect first impression but these are corrected over time by your continued behaviour.

I really don’t believe that businesses or people in general give enough thought to their core values.  They try too hard to define themselves through logos and advertising or “big talk” and material possessions.  But all these can do is shape a first impression. 

Although these first impressions are powerful, its the lasting impression that your on-going actions shape.  And this lasting impression is your brand – your reputation. If you really want to build it, focus your energy on being consistent in every aspect of your business and personal life.  Don’t waste your money on a new logo or new personal image until you fully understand what you actually stand for.

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