HATCHEDit.com: The Adventure

Posts tagged social media

0 notes

One Analytics Tool To Rule Them All!


Stephanie Azzarone (@ChildsPlayComm) wrote an interesting post 2013: The End Of The Mommy Blogger?  (Hat tip to intrepid tech reporter Esther Surden over at NJTechWeekly for drawing my attention to that article – we had JUST been speaking about it!)  After I read it I posted a comment on Twitter.   That conversation (thanks to Embedle!) engaged @packfutur who asked me a question that has inspired me to write this post.  


I love social media (how else could three of us engage in a conversation about a topic that interests us all without ever having met before that moment!).  Okay – so those shout outs out of the way – here are my thoughts on the question:


Think we’ll ever get one—“influence tracking tool,” I mean? Right now it’s a shifting landscape as people try out everything.”


First of all – I think that its something that any entrepreneur worth their salt should be working on figuring out.  Heck, even if you just figured out how to gauge the influence of specifically mom bloggers – you are talking about a  $5 trillion reach!


KLOUT has started tracking social media influence.  BIT.ly also shows people the influence that they have on the links they share on social media.  But for me – as both a business owner and a blogger, neither one helps me figure out my reach.  After all, KLOUT tracks my social media outreach, but cannot tell me about the influence of my FORBES blog posts.  It doesn’t analyze the comments section of my blog.  And it doesn’t track the comments I make on other blogs or other sites.  The comments section of blogs (especially of mommy blogs – where some easily rack up to a hundred or more comments per post) are really important on analyzying the influence of certain people online. 


New tool Embedle offers people a way to bring those comments into the social world, and maybe as they take off in popularity KLOUT will also include them in their influence analysis algorithm.


The solution?  I don’t know.  But there are ways that hopefully these analytic tools are discussing implementing.


Wouldn’t it be great if KLOUT offered me a toolbar button that allowed me to leave a trackable “signature” every time I offered a comment or posted somewhere that they didn’t track.  I could leave a comment on DIGG and leave my KLOUT signature on the comment and that would track all the comments that respond to mine! Of course, we’d also need it to work when we post from our phones, but one step at a time J


The interesting idea would be giving everyone a single online identity by which they could track and analyze the reach of their personal brand. 


This is really what Facebook had in mind – by creating the Facebook Citizen – whereby we all have one real online identity.  It’s why Google suddenly realized they needed to get into that game and created Google+ - which I believe has been built from conception to someday achieve this sort of analytics. 


It’s a really cool thing to think about.  And whoever can create the tool that allows brands (big and individual) to track their influence, will not only do the web a great service, but all of us who work so hard to create original content, engage our users and the people we interact with online and need a way to show that value to the people who want to pay for that influence!


Thanks @packfutur (The Twitter handle for Future of Packaging)  

Filed under tolkien social network influence mom bloggers bloggers analytics branding twitter facebook embedle bit.ly social media forbes

0 notes

How to Work On Your Business When You Are A Hurricane Refugee

I consider myself very lucky. I was able to flee to my parents house last Wednesday after the Hurricane hit and have been warm and comfortable in their house waiting for electricity and heat to be restored to my apartment in Springfield.  

However, having 5 days with nothing to do and not much planned is not ideal when you are an entrepreneur and are chomping at the bit to get USERS USERS USERS!!!

So - I sat here, made a list and tackled everything I could in the downtime - rather than be tempted by all of the soap operas my mom has had running on the television.  Hopefully this may give someone else some ideas of things that can be done in downtime. 

1.  Create a new video.  

I used Powerpoint and Camtasia to create the below video which we will swap out with our old one and use on our landing page.  I think it looks pretty sleek!  I bought the music online pretty cheap, and bought all of the images on iPhoto (I’m paranoid about copyright infringements - and I’m also an artist that likes to play by the book when it comes to other artists’ work).  The music site I found was pretty damned cool - melodyloops.  

Pretty cool right?

I’m also working on some step-by-step videos for some areas on the site that need better “how to” prompting.  Videos are hard because they really require a person to sit down and think it out and create and edit at a few hours a clip.  You can’t really just do it for a few minutes at a time - so this hurricane refugee thing really worked well on forcing me to sit still and get this all worked out.  

Also - FYI - it took quite a few tries to get “right”.  At first I had a lot of wordy voiceover talking.  But then - I thought about my filmmaking roots (NYU TISCH Grad here!) and everyone knows you only use voiceover when your story or imagery is weak.  So I rethought all of the imagery and found we didnt’ really need the voiceover at all for this video.  (Although I will do voiceovers for the briefer “How To” videos) And isn’t that music great?

2.  SEO your YouTube Account - I went back in to our videos on our YouTube channel and tried to really make them more search engine friendly.  Re-tagged them and put in our new lingo. 

3.  Brush up on your social media skills.  This weekend I learned all about buying youtube views as well.  We’re experimenting with that - we’ll see what happens.  I find all of this very interesting.  And heck - its cheap - so we’ll see.  I will take it with a grain of salt now if anyone ever tells me a video of theirs has gotten 100k views.  Because you can get that for about $100!!

I am also taking the time to try and be more vigilant about interacting with our Facebook followers - and using Embedle.com to upload interesting stories to my Twitter feed.  

4.  Check your Brand.  How are your branding efforts doing?  Thinking about tweaking some things?  Take some time to sit down and really think about what should define you to your users.  Then go back and see if your wording on the site and in social media - matches what you want your brand perception to be. 

5.  Press - go through and organize press contacts and your press outreach plan.  I’m also working on the release of a big white paper later this week (although I’m procrastinating like a mofo on actually writing the damned thing!).  But I can procrastinate through organizing the press outreach and then its not so bad.  :)

Filed under tech startup things to do during a hurricane sandy nj tech entrepreneurship branding hatchedit kirsten bischoff social media embedle youtube camtasia powerpoint

0 notes

The Great FAQ Experiment


Okay - I admit it - I was totally slacking. 

Our FAQ page looked like CRAP. (I really should have taken a before picture).  But TRUST me.

It was all WORDS!

I love words, but had I been a new user, I too would have thought - crap - if they have this much to tell me about how to use the site - I’m scared already. 

In fact, according to our Google Analytics report an astounding 89% of new visitors DROPPED OFF the site after visiting the FAQ page.

Say WHAAAAA?????

So I spent the day doing a big revamp. 

Now we SHOW - we Don’t tell. 

I tried to keep it light.  Fun.  Pretty.  Like our site.  

I’m sure I can keep tweaking and improving it with time. 

I’m also going to do a series of 30 second videos (30 seconds! that’s gonna be TOUGH!) and include those in different areas of the site when people might need to see all of the ways that they can leverage HATCHEDit.  

Who says there is EVER a SLOW Time?

To See our FAQ page - go HERE


Filed under startup tech mompreneur moms family tech tools tech startup nj small business social media branding customer service

0 notes

Ad Age Survey Does NOT Bode Well For Online Advertising

Ad Age Survey: Marketers Love Facebook, But Many Have No Idea If Their Ads Work

The main point of this article in AdAge is:  

"The results were a mixed bag for Facebook that illuminated some of the challenges it will have in scaling ad revenue, but it also indicated that some of Facebook’s perceived challenges with marketers — such as not providing enough transparency and data — are overblown.

The results also revealed confusion on how to calculate return on investment on Facebook and how to compare that to spending in other social and traditional media channels.

Remarkably, Ad Age readers surveyed speak in virtual unison on two questions. Nearly 86% of those surveyed say they currently use Facebook as a marketing tactic. Only 55%, however, say they currently advertise on Facebook, and nearly 88% said they would implement Facebook content without advertising at all.”

As a business that tried to get the word out about our own site via Facebook - and had MISERABLE results.  The thing is - I don’t know if that is advertising in general - or just the limits of Facebook advertising.  Because you cannot have a slick agency design your Facebook ads - because they don’t have regular advertising options (which may be the factor that wins the social media war for Google+ in the long run - if they can exploit that. 

But I find this all interesting - because only six months ago - people said to us - don’t worry about how you are going to make your money - just get users.  And now, suddenly everyone looks at us skeptically and says - so - your revenue model is advertising - right?

Golly Gee Whiz it makes me so happy to be able to tell them NO.  I feel like some days we are too smart for our own good.  :)

Filed under social media entrepreneurship fundraising vc startup tech facebook facebook ads social networking

1 note

StumbleUpon vs. Facebook vs. Google Ads

We were so blown away by the results that we got advertising on StumbleUpon - that we couldn’t keep it to ourselves.  We wrote about them in Forbes (HERE) and then were thrilled to contribute data so the company itself could do a case study. 

CASE STUDY: Hatchedit Books New Users With StumbleUpon

StumbleUpon, Google and Facebook composed the marketing budget for the HatchedIt team. During the window from March 8-25, they allocated equally between StumbleUpon and Google, and half of the budget of each to Facebook. With each service, the team looked to target women who were 30+, seeking to hit the sweet spot with moms.

“As both an advertiser and a user of StumbleUpon, I believe that the mindset is what makes the difference in leveraging the StumbleUpon advertising platform,” says HatchedIt founding partner Kirsten Bischoff….Read Full Post HERE

Filed under stumbleupon social media entrepreneur tech startup nj tech user acquisition

0 notes

What Will I.P.O. Mean For Facebook’s Next Act?


(Very proud of this - my first post as a Contributing Writer for Forbes.com) 

An Initial Public Offering (IPO) can mean many different things for the future of a business. The (rumored-to-be-imminent) IPO for Facebook - the company that harnessed the collective conscious - is one that will be watched more closely than any other.  And that interest will come not only by those with the means to participate in the IPO, but also the almost one billion people who have made the social network a part of their every day existence. 

As a tech entrepreneur who was directly inspired by the Facebook story (the idea for our site was literally “hatched” while reading “The Facebook Effect” by David Kirkpatrick) every twist and turn of the firm’s journey has – so far – seemed to be part of a master plan.  That is a pretty impressive feat.  Especially for Mark Zuckerberg, the young CEO who has said himself, "I have made so many mistakes - any mistake you can think of, I’ve made it. But if you’re building a product that people love, you can [afford to] make a lot of mistakes." (The Telegraph)

However, these days, great success is always in danger of being overshadowed by backlash from the unpredictable beast of public opinion.  It is something even Facebook has proven cannot be controlled.  And, that is what makes this continuing saga so compelling. 

The drama Aaron Sorkin amped up to Academy Award levels to tell the beginning of the Facebook tale in “The Social Network” now seems like mere child’s play.   The high stakes that currently weigh on the shoulders of twenty seven year old Zuckerberg (who has turned in the most flawed “flawless” performance in recent business history), are spellbinding.  They have the power to turn mere entertainment into myth. 

The screenwriter in me cannot help but wonder what the initials IPO serve to foreshadow for the future. 


IPO - Immense Pay Out

With expectations of a $75 billion to $100 billion valuation one thing is for certain, the winners of a Facebook IPO will be many.  Besides Zuckerberg and the firm’s early partners, angels and employees, venture capital firms like Greylock Partners, Accel Partners, Meritech Capital Partners will have boasting rights to arguably the most prescient investments in history. 


IPO - Inflated Price Obligations

In the midst of an ongoing global financial crisis (economists may differ with that assessment, but the average “Facebook Citizen” will not), the tech industry has been a prop for politicians and portfolio managers alike in assuring investors that there is a light at the end of the tunnel. 

Recent tech IPOs have faltered under this pressure.  Zynga finally clawed its way back above its IPO price last week, buoyed more than 5% by the Facebook IPO rumors (evidence by how much of the tech industry’s future is riding on a successful Facebook IPO).  And Groupon’s stock chart resembles the tracks of the Kingda Ka, steeply falling off after it’s initial public offering, but also climbing slightly above its debut price again last Friday. 

Where Facebook pegs its worth will likely matter very little in the initial days and weeks following the IPO – portfolio managers frothing at the mouth all but guarantee the upward trajectory of a space shuttle.  But, as any asset manager can tell you, money flooding into a product at a tsunami-like pace is hardly ever a good thing long-term. 


IPO - Imminent Privacy Obstacles

The notoriously secretive company guided by a CEO who has maintained controlling power against all odds, will soon be required to be more transparent than ever before.

Facebook’s greatest successes have been driven by the vision of the man who said in a 2009 interview “The level of transparency the world has now won’t support having two identities for a person.” (“The Facebook Effect” by David Kirkpatrick).  Likewise, the level of transparency the firm will soon be subject to will also not allow for two identities, and corporate culture is about as easy to turn as the Titanic was. 


IPO - Innovation Played Out

Mistakes concerning public reactions to privacy changes and user interface upheavals have been the cost of innovation. Zuckerberg has embraced this fact, and as he himself has said, it is necessary to be fearless in the face of possible mistakes to build a product that people love.  This approach has proved both his genius and his humanity. 

But continued innovation will no longer require only the fearlessness of a small group of investors.  $10 billion may represent only a fraction of the company’s value, but blue chip stocks do not often roll the dice on the whims of innovation.    


IPO - Inspiring Path (Obviously)

Apple Computer went public in December 1980, only four and a half years after Steve Jobs and Steve Wozniak founded it.  In the decades since, both the firm and Jobs blazed a trail through tech that saw more twists and turns than even Aaron Sorkin could dream up.

Zuckerberg’s idea for an operating platform for the web was as groundbreaking in 2004 as the idea of an operating platform for computers was in the late seventies. Vision on that level is sometimes unstoppable even by the market forces that conspire against it.  But for entrepreneurs in the trenches across every industry, the Facebook IPO – no matter what its outcome – validates the mantra we repeat every day,  “Go big or go home”. 

Filed under entrepreneurship social media social networking tech facebook

11 notes

Want to control $5 trillion annually? Create this tool


Having launched our site and our free Android app, we have now moved from pre-launch phase into the marketing phase and it has given me new respect for companies trying to harness the power of the influential people creating content online.

It also means I have new respect for what the team behind KLOUT is trying to do. 

However, as someone who is on the hunt for bloggers with real clout, KLOUT falls short of capturing an enormous piece of the puzzle by not tracking the power of bloggers’ actual blog posts (outside of Tumblr users).  While their purpose is to track social media influence, there is still enormous influence wielded from within individuals’ personal sites, especially when the audience is women.  Women are most “social” on those sites where they are comfortable and feel a part of a close community.

Women bloggers (mistakenly often referred to generically – and wrongly - as “mommy bloggers”) wield massive influence over their audiences (an audience that, in the US alone drives 85% of the consumer economy, and $5tln annually).  So far, in reaching out to these blogging influencers and trying to determine how best to work with them I have been given lots of information (none of which is correlated to anything definitive).  I have perused Google rankings, site traffic, Twitter accounts, Facebook Fan pages, Alexa rankings, and Top Blogger Lists (from Babble and other networks) and what have I found?  When trying to target women as an audience of consumers online, numbers mean little and emotions mean a lot.

Why Do Women Do the Things They Do?

The decisions women make are, to an extent, based on emotion. 

Is that an awful statement?  I hope not.  I don’t mean to imply that we don’t evaluate circumstances, analyze factual information or make intellectual choices.  I’m simply saying that for most women there is an additional emotional overlay to every decision, and the social landscape of Web 2.0 should make it easier for brands to leverage the emotional connections women have with each other online.  The problem is nobody has figured out how to quantify that emotional bond.    

Currently utilizing bloggers as influencers remains an extremely inefficient market.  And it is a problem for both the brands that want to work with these bloggers, as well as for the women who deserve fair market compensation for their influence.

Established brands with enormous budgets may be able to use this community to push out small products, but to establish a brand utilizing online influencers takes enormous time and research (and VCs should beat down the doors of anyone even attempting to solve this problem). 

Right now brands have to do all the legwork in discovering the answers to questions such as:

  1. Who is the best representative for my brand?
  2. Who is the person with the life story that meshes with my product? 
  3. Who is the person that can integrate my product with that story in a sincere and believable way to an audience that is emotionally invested in its relationship with her?

As I mentioned earlier as a company we have evaluated every form of analytics known to man in order to find the right partners through which to spread word of our site.  Third party ad referrals that we went through to secure blog reviews showed great analytics for their bloggers but left us thoroughly disappointed in results (never mind the fact that it left us without a way to make any emotional connection at all with the influencers it is using).  Other bloggers we have worked with have surely put in enormous effort in getting the word out about us, but lack the real connection with their audience that would make them a “true influencer”. 

Finally (pretty much exasperated with the options) we sat down and began to read blogs.  We’ve always been fans of our own lists of blogs, but in looking for partners we were always targeting bloggers who wrote about subjects that we thought meshed with our brand (ie, organization, tech savvy experts, etc). 

What we found out instead was the bloggers we were most emotionally connected with on a personal level were the ones that turned out to be the best for our brand.  That they were not experts in any specific field other than “life” didn’t matter at all. 

The biggest influencer we have partnered with so far has no KLOUT.  She has a decent sized Twitter following – but rarely Tweets.  Her Facebook page is extensive and up to date, but the true heart of her brand, the place where she makes the most intense connections with people is on her blog.  And unfortunately, other than the personal discovery of that blog as a reader, there is no way for me as a company to quantify that emotional connection. 

Sure, there is traffic data.   But we have seen traffic of similar sorts on other blogs where a mention of our site meant little to nothing. 

However, when this particular blogger gave us a “seal of approval” by mentioning our brand on her blog our traffic levels shot up, set records, and in general gave us our first heart palpitations; all from a single introductory paragraph on her blog.  There were no Tweets about us or the post.  Our name is not mentioned directly on her Facebook page.   This outreach was one woman making a recommendation to her close friends magnified to the highest levels allowed through the global reach of the web.

Even more unfortunate is the fact that there is no way for other brands to discover the true value of this influencer unless they do their own legwork – which means everyone, everywhere is inventing the same wheel over and over again when they try to reach women consumers online.  Until there is a real way to quantify the emotional bond bloggers have to their audience, evaluating them through the current means available is just a hollow fix, and worse, a numbers game that is easily manipulated.

Wouldn’t it be amazing if there were a team of female developers looking to tackle this problem?  Not a 1.0 solution like another blog aggregator, or alliance of bloggers, or tool that rewards the person who selects the best hashtags when Tweeting, but an actual measurement for the emotional reach of a blogger’s words with their core audience. 

It would certainly be a game changer.  I’ll even make a suggestion to you for a name:  JeNeSaisQuois.com.

Filed under influencers moms klout social media bloggers twitter tech startup marketing

5 notes

3 Free Ways to Promote Your Small Business With Social media


Small businesses employ half the work force in the United States (www.sba.gov).  They are also becoming more and more active online.  So much so that ICANN, the non-profit group tasked with maintaining the internet address system will soon determine if companies and organizations can expand the internet address system further through the use of creating unique domain suffixes.  This means that small businesses shut out of sites that bear the same name will have a chance to own their site followed by a suffix like “.nyc” or “.music”. 

 See more regarding the new domain extensions here: The Sun Rises on New Domains.

 The Internet represents a chance to level the playing field for many small businesses, perhaps no way more than through the use of social media.  Social media may be, in fact, made for small businesses, because success depends upon high levels of customer service, something that all successful small business owners excel at.  The following are a few tips on how small business owners can apply that same customer service excellence to online portals and expand their user-base infinitely. 

Get a handle on Twitter…literally and figuratively

A terrific resource for helping you conquer Twitter is the book “Thank You Economy” by small businessman turned social media mastermind Gary Vaynerchuk.  In a nutshell, Vaynerchuk advises to approach Twitter by engaging in the conversation to promote your expertise in your field of business.  The easiest way to think of Twitter is as a platform in which to become a thought leader and to build your brand around that thought leadership.  For businesses, instead of worrying what you want to say on Twitter, focus on what other people are saying. 

There are apps available (Tweetdeck) that allow you to search Twitter by geographic location and by Tweet topics.  As a local business you can search for people in your immediate area discussing topics that touch on your focus of business (the owner of an Italian restaurant may search for the word “recipe” or “cooking” or “food” and answer people’s questions or comment on their observations). 

But remember, salesmanship on Twitter is not about closing the deal but about building relationships. 

**I also recently wrote a blog piece about my own “AHA” moment with Twitter – when it all clicked and I finally understood how to use it to promote our business.  See blog entry here:  TWITTER moment

Think of your Facebook page as your virtual store window

Facebook allows vendors to interact with customers but this presents another challenge – what information are my followers looking for? Facebook is inherently a personal space, infringe too much on clients’ time with sales tactics and they will quickly “unlike” your page. 

When posting to Facebook think about your page as though it was a display window.  What do you want customers to know about your services/merchandise?  What do you want them to learn about what you have to offer?  What do you want them to think about when they think about your business? 

Think in terms of current events.  If you are an accessories vendor, and you have recently seen a Hollywood starlet pictured wearing a pair of earrings almost identical to the ones you are currently featuring, consider posting a link to that photo and then a photo of the earrings on your store, on display.  Make sure you also post it in a way that also links to that celebrity’s Facebook page – because many Fan pages feed any mention of that person onto their news feed – and then out to all of their followers.

Also look to engage your customers.  Add a poll to a few celebrities with similar style earrings and have followers vote on “who wore it best”. 

Facebook also teamed up with a firm recently and released a white paper on social search engine optimization, which is full of helpful hints on how to best utilize the social networking platform for your business goals.   To read that paper see: Source

Leverage hyper local sites to your advantage

There are so many sites focused on “local” that while the Internet is global, there are now many more ways that you can track and even control your reputation amongst your local client base.

YELP, GOOGLE, FourSquare, Patch, etc. all may be listing your business.  These sites also allow people to review your business and therefore allow you to keep tabs on what people are saying.  This gives you much greater control over your reputation than in the past.  

While many business owners may live in fear of a bad review, for the first time these review sites allow you to react to unsatisfied customers and to right any perceived wrong that they have.  Whereas in the past an unsatisfied customer may have been bad mouthing you verbally and there was be very little you could do to control that, or react to it, for the first time allow businesses the opportunity to change how a person might feel about your business. The Internet now allows you to take a bad experience and turn it into a good one.

Perform an Internet search to see where your business is listed and schedule at least one time each week to go in and read what your customers are saying about you.   Interact with them.  Try and change their mind through productive conversation.  If someone had a bad experience at your store, you might want to reach out to them and offer them a small discount to return.  You might ask them for more details – so that you can improve whatever happened that turned them off. 

Just remember to keep all interactions positive and productive.  It isn’t the mistakes that you make, but how you fix them and what you learn from them that people remember going forward.

Filed under Small business social media helpful hints

3 notes

New York Tech Meetup: Blown away by Bit.ly


So last night we had the opportunity to go to the New York Tech Meetup - which was awesome.  My tweets may have been snarky at times, but its actually really great to feel like we are part of a community.  Coming from Wall Street, which can feel very much like a small town community - we’ve spent the past few weeks kind of blowing in the wind - feeling like we didn’t have any real ties to anyone else who does anything like we are doing.  So it’s been nice to find out about these events, and to go last night and feel like there are other people out there, trying new things online, and succeeding and failing right along with us.  

There is power in knowing you are not alone. :)

The room was just about SRO.  And it was easy to spot the VC analytsts there to scout (showered) from the developers (scruffy) and the mix seemed to be about 20% VC/60% developers/20% tech media/bloggers.  That was what my untrained eye picked up on at least. 

Quick word.  I’m an NYU alum (Tisch) and that Skirball facility was just lovely.  What an amazing place to hold these events (except the November one which will be temporarily at the 92nd street Y - see? I was listening!)

Last night’s NYTM kicked off with a speech by Mayor Bloomberg that was really great and quite inspiring as he spoke about his own entrepreneurism and the hurdles and challenges he faced.  Really made me feel like wow - we have it easy.  I mean, there were NO PCs when he started.  Heck the internet didn’t even exist.  He was buying cable into cities in order to deliver the information there.  It was really forward thinking.  And it took him three years to really grab hold.  So - while I hope to the gods that we can turn a profit in a year - just so I can feed my kid mind you - if you believe in something you have to maintain faith. 

The demos were interesting.  My favorite part was “coding onstage” which actually sounds much better in articles after the fact - or in movies like Social Network.  In reality it is kind of dull.  Especially if you have no idea how to code.  I felt like I was back on a field trip of the United Nations listening to people speak a foreign language.  Cool if you speak it.  But kind of detached from reality if you don’t.  But brains were definitely on display both on the stage and in the crowd when people shouted out answers/help to code fails as they occurred.  

But for me, most impressive last night was the bit.ly presentation.  I use bit.ly all the time when Tweeting.  Its a link shortener and you pop in a link to something and bit.ly comes back with just a little link that will not take up your 140 characters.  Now - that’s a great idea - so long as Twitter doesn’t do something like make attachments or links “meta data” as someone suggested (on Twitter) to Jack Dorsey a few days ago.  

HOWEVER, so long as bit.ly is the go to place for link shortening they possess insane data on the information flow into and across multiple social media platforms.  

Truthfully, I’ve never actually signed up for bit.ly - I’ve just always used the quick link shortener on the front landing page.  I had NO IDEA that I could go in and as a registered user, shorten links and then track them across the web.  Maybe I’m an idiot.  Maybe everyone else knows this?  I dunno. 

Not only that - but you can do a search - just like you would on Google - to see how different topics are trending on content being shared across social media. They showed a little bit of the possibilities last night at the NYTM and I’ll have to go back in and poke around some more. But for my money, this is the company to watch.  

On a funny note: I think one developer learned you never give the audience the chance to comment in real time on a giant screen behind you with no ability to screen what they are going to say  :)

Funny moment of the night.  Wondering who was the first person to text in the word “boobies” to appear on the screen.  lol. 


Filed under new york tech meetup nytm tech startup new york mayor bloomberg social media

40 notes

Quality vs. Quantity: The Social Media Game


Well it’s come to this.

Social Media is still so new, that people who have thrown themselves into it can “game” the system.

Before social media, search engine optimization (SEO) began to hit its boundaries because there were only so many ways to link to sites, and to get your own site linked to. Now, social media has opened up a whole new world of ways to get people to link to you – to keep your links alive in the ether. And, as a writer, not all of them thrill me.

It brings me down to see so much content regurgitated six ways to Sunday, in the never ending quest to stretch the reach of your brand online. I feel like at some point we will look back on all the recycled content and cringe, viewing this period as a “dark ages” of sorts in terms of the way the internet has come to reward quantity over quality.

However, right now – I’m not writer. I’m a business person. And we need for people to know that we exist. So it appears that we are going to need to play the social media game.

That means we will have a team, writing a blog that will focus on stories that are pulling from major headline news, and use the ones that fit our category: Moms, family, organization. Maintaining a blog that publishes that type of content, will be able to really focus our SEO power and incorporate the extra “oomph” that can come from social media (ie. Facebook likes, Facebook posts, etc) and drive more users to our site. Also, it will hopefully push us up on the GOOGLE searches for those words as well.

I hope, that as the online world evolves, quality will be rewarded over quantity. But I don’t know if I have a lot of faith that it will happen.

Right now we’re on track to have as much garbage online as we do in the real world.

Maybe if www.HATCHEDit.com is successful I’ll put some money into a public service announcement that would be the online equivalent of that old 1970s ad with the Native American guy crying at the site of the polluted world.

Maybe that will straighten out whatever bad karma I get from agreeing to contribute to the pollution on the internet. Because I can’t say I’m really proud about this decision. But if you can’t beat ‘em, join ‘em. And hey – my daughter does like to see food on the table at night.

Filed under social media pollution quality quantity SEO

1 note

Web 2.0 – Attention Tech Startup Industry: Men network. Women collaborate.


Web 2.0 is a phrase that you may have heard before.  It illustrates how rapidly the Internet is evolving, already moving on to its next iteration – even as some of us feel like we are just getting the feel for Web 1.0.  

Truthfully, the leap to 2.0 is not so much about the bells and whistles of “cool things” that programmers can do, but rather the way in which the Internet is becoming a part of our every day lives. 

Web 1.0 was really the first stage of the Internet, when sites began to interact with each other and people became familiar with sharing links, and the Internet began to really appeal to people who were well versed in jumping from channel to channel on tv, and were soon moving fluidly from site to site on our computers as well.

Web 2.0 is where we are now, where the Internet has become such an integral part of our lives that it makes sense to build mobile tools for improving the way we live.  Online tools also have the added benefit of both mobility and the capabilities to make us more socially connected to the people in our lives. 

Research by social networking tool LinkedIn has revealed that globally, men are more savvy networkers than women.  In fact, Pew Internet Research found that nearly twice as many men use LinkedIn as women  (63% vs. 37%).

Perhaps the best explanation for this lies in the definition of networking.  It is the cultivation of productive relationships for employment or business (Merriam Webster).

For men, leveraging relationships to achieve individual goals is second nature. 

But what is second nature for women?

Collaboration.  Working jointly with others to reach a common goal.  This is the way that many women approach all of the aspects of their lives – personal and professional. 

Women’s inherent desire to collaborate may explain why “mommy blogs” have become a force to be reckoned with on the Internet.  Blogs are a place where moms can go for advice, to commiserate, and to help each other with the challenges they face in raising families and running households.  

Every mom is the Chief Executive Officer of her family.  In addition to the tasks we all think of immediately (cooking and cleaning), the responsibilities of “the mom job” include budgeting, scheduling, researching, staffing, and more.  It has been estimated that were women paid for their role as “mom” they would earn $138,000 per year. 

In addition to the control these women have over their own households, en mass they are the force driving the global economy.  Women drive $20tln of consumer spending annually (Harvard Business Review, 2009).  In the US they drive $4tln, which is two-thirds of the Gross National Product (WomenCertified).

The lack of online social collaboration tools being designed for women is surprising.  Allowing women to leverage their ability to collaborate will give them the tools they need to perform at the executive level.  For Web 2.0 – a stronger focus on collaboration-driven tools will go a long way in creating places for companies to reach the “mommy audience” that they so desire.


Filed under social media social network social collaboration tech startup

9 notes

Phone App Designs are in!

On Friday we received the designs for our phone app…..

And they are fantastic!

Design-wise they are simple, elegant, and easy to read and maneuver. 

I think its pretty impressive to be able to work with a design team that consistently knocks it out of the park when it comes to delivering a look that perfectly encapsulates what we want to be for families:  An easy, simple mobile tool. 

I would say that on the first go round we are probably 85% where we need to be - and that is amazing. 

Tomorrow we have to go through all of the different pages, and pretend that we are maneuvering the app.  We had our two SUPERUSERS (our two, incredibly organized sisters) go over the apps, and right away there were some suggestions, but they agree - they look terrific and very intuitive.  


Filed under phone app technology startup social media