It might sound like a simple design issue.  But this is a question that will have longer lasting effects than the color of towels you pick for your guest bathroom.  Are you going to go with white text on black background or black text on white background for your new website. Decisions, decisions, decisions…

First off, I admit it may not sound like a big deal at all.  But, start surfing the web – you will find it is. How many websites do it one way, and how many do it the other? Which ones are eye-catching, and which ones are easy to read?  Before you go reading through this whole post, do you even know which ones YOU prefer? See what draws you first, and that might be a good start.

Okay, so it’s white text on black background!  Yeah! Now, If you decide to choose this option, everybody is going to say to you (come on y’all, all together…) “It is too hard to read!”   Tell them to “nuh uh!”  It is not. No proof, and they are probably old fuddy-duddies…seriously!

Alright, we admit – for some users this is true.  FOR SOME USERS – being the key part of that statement. The inverse is also true for some readers, not everyone’s eyes feel delightful after staring at black text on white screens for 11 hours either. In fact, find me one person who doesn’t have a slight headache after being a screen jockey for 40 hours a week!  Show me!  You can get some serious eyestrain from staring at black text on white background – or even pink text on green background – no questions there.  But truth is no optical association is damming either option either…yet.  You won’t find one doctor who will give you a concrete opinion either way.

To understand the real tussle over white text on black background, you have to go back well before the interweb to the long-forgotten, ancient world of print advertising! Ogilvy on Advertising by David Ogilvy was the hallmark how-to publication that all publishers, printers and advertisers followed – to the letter.  Ogilvy HATED the use of white text on black backgrounds, except in the extremely rare cases of using it as an attention tool.

Because Ogilvy’s opinion carried so much weight, we standardized this practice.  Plus, newspapers were BLACK type on WHITE paper.  We didn’t have any choice, and it became common, “correct” and accepted.  This lead to generations of readers adapting their eyes and synapses to accept black type on white backgrounds.

The habit carried over onto the Web during its infancy and before anyone had thought to conduct research studies on the viewing of CRT or, today, LCD monitors. But that is just what it is, a habit.  No basis in science or fact, so again, smile at your elders, be polite, but know your choice is not “wrong.”

Grandpa, and his like, are part of the black text on white medium generation.  Many users and viewers today are part of that early adapting computer generation from the early 80’s and 90’s.  Back then, in the ancient days of computes like the TRS- 80 (sniff-sniff, I miss that old thing, computers displayed lighter text (that pukey green) on dark screens.  Some of us have burned our eyes out on bad video games, and we NEED/CRAVE/DEMAND some eye-catching textual feats to get our attention.  So the whole thing isn’t just personal preference, it’s a bit of a traditional matter, and there are some generational politics thrown in there too.  Regardless, it is your decision!

If you are choosing a lighter color on a darker background, there are some special style tips to consider.  Important things to remember when doing this, so your “mature” viewer’s retinas don’t burst out of their heads are as follows:

• White text on a black background is a higher contrast to the opposite, so the letterforms need to be wider apart, be lighter in weight and have more space between the lines. This will make it easier to read.
• Too avoid the drama, maybe go with brown text on a light pink background, or yellow text on red background?  Maybe?  Just a thought…

The advent of such crisp and clear color monitors for computers has allowed designers to really expand their gamut.  Websites should NOT look like newspapers, ever.  They should be colorful, exciting, enlivening, fun, happy, and most importantly: INVITING.    Everyone might tell you that black text on white is the preferred method – the TRADITIONAL – but is that what you are looking for?  Do you want the unusual, the unique, off-the-edge?

Once you have realized the debate over black-on-white or white-on-black has nothing to do with optometry, you realize it is mostly all about design.  It’s a matter of personal choice, a decision that is up to taste.  And while you want to consider your tastes, you need to also consider the tastes and perceptions of your clients, customers and the visitors to your site.

Over the years, we have all watched Google grow from a simple search engine, to the ultimate information broker.  These days, businesses and organizations live and die by their Google ranking, and average everyday citizens occasionally Google themselves just to see what is being said…Heck, I’ve used Google to find out information on friends, old classmates, and enemies of all sorts! Now, the big G is taking that kind of personalized search to a new level by adding information from what Google calls your “public social graph.”  This new development makes Google smarter than anyone you know…Smarter than Hawkins, Einstein, Obama, and maybe even smarter than your Mama! (ok… not your mom, we are sorry we said that!)

Big Brother – errr, I mean Google is building a database on you from several sources.  They are taking everything they know about you from your Google profile, determining your connections with people and websites from various social networks (Facebook, MySpace, Twitter, etc), and then producing personalized search results for participants.

Why the heck does anyone need, want, or have any use for all this minutia?  Have we become a world of busy-bodies?  Well, businesses are salivating at the idea because this will add a very personal slash to SEO, finally fully linking the social media monolith with marketing and money.

Let’s explain it in some really basic terms:  You are in Philadelphia and want to go out for a bite to eat.  Using social search, you can find out what your friends have to say about local restaurants. Social search will look at who you are connected to, find out their comments on Twitter and other sites, and give you those thoughts.  Instead of calling up Uncle Joe, social search will find his archived statements.  The idea is that you and your friends (social connections) have similar tastes – so who they like will be someone you will like…

Before you begin to jump up and down/panic, Google can’t access any of this information without you and your social network’s a-okay. If you don’t want people to be privy to all your thoughts, opinions, ideas, and musings – you don’t have to sign-up. To be seen in others’ social search results you will need a Google account and profile, and add actual connections within your Google Profile. The more links you add, the more exposure you might potentially receive, proving that being popular does pay-off.  By including the big three (FaceBook, MySpace, Twitter) and any personal sites, like your own website or blog, you will be diving into this big info-soup and making your opinion known to everyone! When adding these links, you are allowing Google to track your connections on the Web.  You are giving them access to your biz-ness – so don’t come crying later!

Most people have the notion that Google Social Search will allow advertisers a greater ability to reach their target audience.  If 9 out of your 10 tweets are about your love of ice cream, then that it’s fairly probable that you will be seeing some ads for Butter Brickle or Tutti Frutti (and hopefully, some ads for a few gyms too…) This happens a bit now with FaceBook advertising, but Google’s new scheme will undoubtedly unleash the whirlwind.

If Google integrates Social Search into the main search results, the number of online connections you have established will clearly impact any search results. The more connections you have, the more rich and potentially relevant the data you will be getting back. That’s why it is important right now for any person or business – who wants to be part of this information revolution – to build a strong social network profile. Make yourself the “Big Man on the Internet Campus” – find all your coworkers, classmates, cronies and codependents.

Google Social Search also encourages businesses and organizations to interact more with consumers via social media.  If your restaurant or retail operation has a solid and engaging presence in social media – it will only increase the discussion amongst your friends, fans and followers.  This will in turn bring the business higher up in search results, especially if it is connected with as many fans and followers as possible.

Late in January, Apple’s visionary CEO Steve Jobs unveiled his company’s latest creation: the iPad.  Industry insiders, tech geeks, industry experts, and nerds of all shapes and sizes had been saturating the net for several days with speculation as to Apple’s big announcement – and as media frenzies went, Apple didn’t disappoint.  The iPad is certainly an amazing new gadget, and it spun the tech world around like a top. But the iPad, unlike many other new products from the Mac Mavens, has not met with 100% ringing praise from the choir.

The detractors haven’t wasted any time, the iPad is already teasingly been called an “iPhone on steroids” and a “Kindle killer.” Both names are slightly justified, but don’t give you the full effect. State-of-the-art multi-touch technology, the iPad is the first step into Star Trek! It’s a touch screen computer! Actually, it is a tablet codmputer, described by Steve Jobs as being “way better than a laptop, and way better than a smart phone.”  The iPad is similar in functionality to the iPod touch, while visually, it does look like an “iPhone on steroids.”  While Apple’s products all have common design threads, the iPad is clearly more related to the popular iPhone, having very little aesthetic inheritance from the current iPods or MacBooks.  In addition to its Internet and media features, the iPad is also the first (and only) Apple device compatible with the new iBookstore service and iBooks reading application…And all this charged by a 10 hour battery! Its size means instead of slamming one finger against a screen, you now have the ability to really getting your greasy little paws all over it.  iPad users have the ability to interact with a digital device using more than one finger, making it touch screen technology for the touchy-feely crowd.  The idea also escorts our current concept of Mouse and keyboard right out the window.

This is ‘cause the iPad’s design requires a very different method of user and keyboard interface.   Most users, like the iPhone, will need to hold the iPad with one hand – freeing up the other for typing.  Apple wonks believe people will develop a new format for “typing”  – much like cellphone or smartphone texting has changed our finger memory (at least when it comes to communication). For those of us raised in the church of “A-S-D-F, J-K-l-;  this seems like blasphemy.  Apple is dreaming that it can reeducate us all to work without trusty Mouse and friendly keyboard…To that, we say good luck!

While we believe some early-adapters will head towards the iPad, its launch shouldn’t threaten the laptop market.  Apple isn’t getting ready to drop the shop on their MacBook’s, so other big laptop makers shouldn’t get the chills.   In the same vein, the iPad will probably not begin to replace the iPhone as a communication standard.  The iPad might be a hybridization of iPhone and laptop technology, but it is way too big to fit into your pocket – which will be a problem if it seriously wants to take a bite out of the iPhone business.

Which really reminds you that both the MacBook (and Apple’s other laptops) as well as the iPhone are NOT meant to be the iPad’s competition.  The Kindle should be scared, sure…But the iPad is not the death of laptop, smartphone, or our old friend Mouse.   Mouse has seen better mousetraps before…

This should be a wake-up call to our pal Mouse – it’s time to evolve!  Like the leap from mouse to mousepad, the iPad’s desire to be felt-up will change our views on hardware.  Microsoft’s marketing people will keep Mouse in plenty of cheese for a long time, but the clock is ticking.  Mouse needs to make a change…Grow some wings, grow some gills, or develop a third eye – he has to do something!

While it will be a few more years before he is run off the market, touch screen technology is not going anywhere – and just as Mouse has changed (mousepad, wireless mouse, etc) I am sure we have not seen the last of him yet.

Your friends have dragged you kicking and screaming into the 21st century, the Attention Age!  You’ve come up with a witty avatar for yourself, and you are ready to take Web 2.0 by storm.  To avoid you falling smack on your pretty face in front of the world’s information mavens, we have some finer points for you to memorize before you start tweeting.  We call it Tweetiquette.

Listen First

1)    Listen First!  Don’t start talking till you have heard the conversation.  Listen to what people are saying, how they say it, and what their tone is.  There are people talking about every topic on Twitter, listen good and learn. Remember that thing they talked about in school between listening and hearing.

2)    Be Polite.  Don’t start acting the fool on the first day. Make a good impression and let people get to know you before you start whipping out the sarcastic putdowns and witty repartee. All things in time, and start off on the best foot first.

3)    Attribute when appropriate. Twitter is a huge exchange for information and entertainment.  It is yours for free (better be!)!  But, if you are retweeting (reposting information provided by another tweeter) then you better give them a shout out, a via, a hollah!  Something!  People will notice, and will get peeved.  I will!

4)    Don’t spam us silly.  Even if you are promoting your company, blog, charity, crazy mantra, whatever – don’t pound it out all day long.  Talk about what people want to hear, and slip that marketing message in every so often.  You will find your followers respond to it.  Say stuff we want to hear!

5)    Be yourself! Don’t be me, honestly – one of me is enough.  Don’t try to be Ashton or Oprah.  Don’t try to appeal to the masses.  People are out there who will talk to you and interact.  It might take time, you might have to do some introductions and you might have to keep trying – but eventually, you will find some amazing online friends!

6)    Have fun!  Don’t be afraid to screw up one of my above rules. These are not the 10 Commandments of the Internet.  (I am as handsome as a young Charlton Heston, but that is where the comparison runs to an end…)  It is okay to make mistakes, to learn as you go, to put your foot into your mouth, and to fake it till you make it…

Now feel free to contact me on Twitter if you have questions or concerns.  I’ll try to be your mentor if I can – but I have a feeling you won’t need it.  The online world is filled with a lot of great people – weird people, but all great.

Jason is a social media consultant that lives here in Charlotte, NC.  He’s really smart, very witty…and I just like everything that he does.  (Okay, I am fawning a bit…But at least you didn’t hear me say he is dreamy…)

He’s the founder of Social Fresh (socialfresh.com), a fantastic social media conference. He’s spent a lot of time traveling around the country trying to spread the Social Fresh message, as he should ‘cause it’s an amazing message.

Jason Keath is passionate about connecting people.

Not to repeat myself, but he’s a really cool guy!

However, I’m always kind of scared to talk with him in person…because I’ve got a twitter man crush on him.

It is like in high school when you don’t want to talk with that smoking-hot cheerleader. You get those butterflies, a queasy feeling, maybe a s-t-tu-ttt-er…

So, what did you do when you were in high school to finally talk to your crush…Do you leave roses in their locker or write a little note (I like you. Do you like me… Circle: Yes or No)?  Get drunk before the homecoming dance and blubber all over them?  Make a mix CD of songs that show all your deep thoughts and feelings? What do you do?

Many people would agree that I still act like I’m in high school (actually probably closer to elementary). However, roses are pricey, I don’t know where Jason’s locker is, and my wife would definitely want me to go with her to the big dance… So, this is how I’m displaying my envy using 21st century technology… Writing a blog post!  Ta- Dah!

Okay, enough about boring, old me…Back to the main man…Jason just seems to be everywhere. He’s so cool. He’s got like 4 billion twitter followers (actually more like 30k). He works with really cool companies.  Yeah…He’s totally cool.  If you DO know him…Can you put in a good word for me?  Tell him I’m not creepy or weird, I’ve just…well, I just have a Twitter man-crush.

Facebook Mom Stalker

Facebook has really revolutionized the way people communicate. With new users climbing onboard every day, the social networking site is now filled with your elementary school classmates, old neighbors, former co-workers, and a plethora of relatives you haven’t seen in years.

Then one day you wake-up and get a friend request…from your Mother.

Yup, your mom just joined Facebook. Uh-oh

Yes, it’s always a shock.

Today, we are going to talk specifically to the  Mothers of teens and tweens, and give them a guide for all other Moms-friends out there thinking of jumping in.

Here is how you should handle Facebook friending you children:

#1 Don’t do it.

#2 Don’t do it.  See #1 above.

#3 If you ignored #1 and #2 then I guess you are going to do it regardless. (No surprise there Mom!)  But, please follow these next steps to the LETTER, so you don’t drive your kids bonkers, and ruin any chance that you will have a civil dinner conversation again until they are married. (Mom, I’m still looking forward to our Thanksgiving).

#4 You are not allowed to ask your kids questions about Facebook, especially regarding friending, tagging, or poking.  Ask your friends.  Ask a professional, ask your neighbor, ask anyone.  Learn how to do it yourself, maybe!  You are a smart, intelligent woman who raised herself some fine-looking kids.  You can do it!

I Facebooked your Mom

#5 After your kids have denied your friend request 17 times, just give up. It is not because they don’t love you, or are trying to hide something.  Actually, you are probably friending the wrong person. I know you spent hours and hours deciding on your kid’s names, but believe it or not – there are probably other kids with the same name (see http://www.collegehumor.com/article:1791210).   Or maybe your kids don’t want you to show you pictures of them guzzling your vodka (Yeah, the bottles you have now in that “locked” cabinet… they may just be filled with water). Perhaps they are a bit concerned you’ll see all those pics of their indoor slip-n-slide party they had when you went on that cruise to Cozumel.  It’s probably nothing as severe as a “Girl’s Gone Wild” moment – but kids can be kids…

#6 If your kids do accept your friend request, please don’t comment on everything that they post. Just feel privileged that they have accepted you into their world and be happy. Feel free to casually spy but please limit your time with wall posting.  Give them some internet “space”, you know how moody kids can be…

#7 The above also applies to FRIENDS of your children.  Be mindful and respectful of their lives.  They don’t want you ratting them out to their parents.  (Especially if they were also guzzling your vodka—which reminds me… better keep the booze in that corner of the garage behind the old stationary bike and the box of Danielle Steele books.)

#8 Under no circumstances do you post pictures of your child as a baby—especially in the tub. Or any under embarrassing images from your kid’s short-life.  These are NOT to be put on the internet.  No, no, no, no.

#9 Remember, your children can see as much of you as you can see of them.  I’m not saying you would be up to any nonsense, but don’t be one of those MILFs or Cougars doing prowling on the ‘net. Or if you do, be subtle enough about it that you kids’ don’t see it in their status updates.

Actually – maybe these are reasons why YOU shouldn’t take your kid’s friend requests.  They don’t want to see Mom doing vodka shots on her “spa weekend”.  Facebook can bring people together, or rip them brutally apart.  It is also a bit of a generational thing…What we mean is, that all generations are welcome – they just don’t all have to be together.  If your kids don’t want you to play, give them some space till they are ready to connect. It will happen eventually.  A least by the time you are a grandmother…

…Also, I had to throw this in the mix. Way too funny for a Monday morning.

Facebook, Twitter Revolutionizing How Parents Stalk Their College-Aged Kids

Fred Sexton, of Mouse and Man, interviews cyber security expert Theresa Payton of Fortalice Solutions. Theresa was also the former CIO of the White House.

Some of the topics that we discuss:

• History of a White House CIO regarding defending cyber criminal attacks
• How to minimize fraud transactions for Ecommerce websites
• Password security recommendations
• Misnomers about hackers
• Cyber security advice for small / medium businesses
• How social media tools are being hacked
• How online reputation management and internet security overlap.

According to Theresa, if you are a victim of a cybercrime, they need to take these 3 steps as soon as possible.

• 1.  Contact local law enforcement
• 2.  File a complaint at FTC.gov
• 3.  Contact IC3.gov (FBI’s internet unit)

To keep up with the latest trends in cyber security and how to protect yourself check out the following links:

http://fortalicesolutions.blogspot.com/

@FortaliceLLC

http://www.wbtv.com/Global/category.asp?C=175133&nav=menu1434_4_5

http://www.facebook.com/pages/Fortalice-LLC/100925606846?ref=mf

Fred Sexton, of Mouse and Man, interviews Brandon Uttley of Web Business Freedom and Scott Hepburn of Media Emerging. This is a higher level discussion about internet marketing, social media, and online marketing strategy.

FYI – YES, I’m working on the iTunes Feed. I’ve just submitted to Apple. Any idea how long this takes to get approved? I’ll get this up there asap.

Fred Sexton, of Mouse and Man, interviews Lisa Hoffmann of Duke Energy. Lisa is newly appointed to her position with Duke and will be helping them better engage with their 4 million customers. One of the interesting points brought up during the conversation was ways that they are (or will be) using social media to connect with customers when the lights go out. I’m super excited for Lisa and the local Charlotte social media community in general. I’m seeing all kinds of activities with new companies being formed and outstanding meeting/presentations at local Charlotte events. Much more to follow.

Your best prospects are the ones that find you because they are looking for the products or services that you offer. In order to capture these prospects you need to actively market to these people. Active marketing is making your website or your business available if someone is looking. Here are some examples of Active Marketing:

This guy is really active.

Search Engine Optimization: SEO is a great form of Active Marketing. By optimizing your site to rank high in the search engines for your chosen keyphrases you are pre-qualifying your site visitors and working to provide searchers the solutions or products for which they are looking.

Search Engine Marketing (SEM): If you pay for placement (or clicks) on a search engine whenever someone types in a certain phrase, (or a phrase from a geographical location), this person is likely to convert on your site. They are obviously looking for you and an ad to them has a higher conversion rate than one directed at the general public, like traditional marketing channels do.

Yellow Pages: Ok this is Active Marketing, in so much as if a prospect is looking for someone to fix their 1987 Pontiac, then they theoretically might open a phone book under “car repair” and find a big colorful picture and choose to then call the business with the biggest ad—but seriously people, the phone book?? Step into this millennia…

Hold/Voicemail Messages: Hold/voicemail messages are the most laid-back (read: cheap) ways to actively market you business. Think about it: If a prospect calls you, they are a pretty qualified prospect! This is an opportunity to tell them about other products/services, or differentiators or special promotions. That said, none of us like to be kept waiting. Keep the message short, interesting, even funny, to hold the interest of the caller.
So next time you are trying to figure out where to spend your marketing dollars, think about actively reaching out to your prospects and giving them what they are seeking.

Got any other recommendations about active marketing? Comment below and join the conversation.