A couple weeks ago, Ray Welling interviewed me for a podcast, HotHouse podcast: Online conversation marketing – are you coming to the party? and, to my surprise, followed up with an analysis of what I actually said at 100-miles-per-hour in the podcast in the form of Being there: tend to your brand online and reap the benefits:

Being there: tend to your brand online and reap the benefits

Treat your marketing like a garden and you’ll survive the economic downturn.

Have you seen the classic film Being There? The main character Chauncey (played by Peter Sellers) is a mentally-challenged gardener who through a few twists of fate ends up being a respected political adviser and commentator (I can heartily recommend you getting it out on DVD – a funny film with pointed social commentary that still stings today).

Anyway, when he’s asked his opinion on world events, Chauncey starts talking about the only thing he knows – gardening – and he slowly and deliberately describes the process of planting seeds, watering them, pulling out weeds, pruning, and harvesting. Everyone who listens to him puts their own spin on what he ‘really’ means, and he quickly becomes an internationally respected political guru.

Chris Abraham, interviewed for our recent HotHouse podcast, says Chauncey Gardner’s gardening analogy is particularly apt for online social media marketing today.

Abraham, online PR specialist and president and COO of online consultants Abraham Harrison, based in Washington and Berlin, argues that despite the right-now, viral nature of the Internet, building a company’s brand through social media takes time.

He loves to use real-life analogies:

“Building your communications online is like seeding a reef,” he says. “You have to hang out in the ecosystem, become part of that ecosystem, occasionally adding things that become part of the reef. And if you’re there long enough, the reef builds around you.”

Moving from fish to people, Abraham says social media marketing, or as he calls it, ‘online conversation marketing’, is:

“like going to a party – you need to understand what the ‘lingua franca’ is, who your host is, what kind of appropriate gift you should bring, how people talk, and what people expect.”

He says companies need to become ambassadors for their brand as they take their marketing online – no broadcasting or shouting in this new environment, just a focus on others and a diplomatic tone.

Five dos and don’ts

Another new media marketing consultant, Joseph Jaffe, author of Join the Conversation and Life After the 30 Second Spot, says there are five key things businesses can do to start participating in online conversation marketing:

• Listening – so you can make your contribution to the conversation real, not just hype
• Responding – whether approaches are negative or positive
• Joining in – making non-partisan contributions to position yourself to be invited to join the conversation
• Catalysing – empowering customers to demonstrate your brand on your behalf
• Starting – being a conversation conduit and starting a conversation

He also says that companies shouldn’t be:

• Fake – instead, be transparent in your communications
• Manipulative – don’t try to fool other participants, but instead be open
• Controlling – understand that you can’t control everything all of the time
• Dominating – the world doesn’t operate solely on your terms, allow others room to talk
• Avoiding – marketing is no longer a spectator sport, you must be active and participate

Ritu Pant from the Marketing Hackz website, puts it concisely:

“Conversation marketing is nothing but a way to gain recognition and create a presence among your potential customers. The only thing that is required in order to carry an effective marketing campaign is the ability to dedicate time and be a part of the community.”

“….There is no requirement that you have budget for marketing because it simply requires your time and effort in effectively carrying on a two-way communication. This is one of the reasons why social media has become so powerful in online advertising. If your business doesn’t exist on the web, you are pretty much non-existent.”

Conversations in tough times

The question on every online marketer’s lips is “How will the global financial crisis (GFC) affect e-marketing? Will it be tougher to get companies to spend money on unproven techniques, or will the cost-effective and measurable nature of e-marketing create a boom amid the gloom?

Chris Abraham has some strong opinions on the issue:

“We need to recognize that this is going to be a deep, deep recession – one that’s going to last for a long time,” he says. “Recessions have major ramifications on how consumers spend their income, how companies formulate their budgets, and, perhaps most importantly, how marketing is viewed.  In a recession, marketing is often viewed as an expense…not an investment.

“(In times like the present) decision makers often want to work with ‘proven’ models that they’re familiar with.  And these models will often be pushed by their traditional agencies because those agencies provide these services.  Of course, (what is) proven may no longer mean effective – but at least it has been done before and for the decision makers, it’s best to stick with what is familiar.”

Particularly in the current financial environment, he says, “traditional marketing still very much has a primary role…. we can’t… dismiss traditional type stuff as being ‘so 20th Century’.  The end user – the consumer – will be getting the information they seek on products from various sources. “

Abraham says it’s important to integrate conversation marketing with traditional marketing techniques:

“Social media may not be for every business.  Or, more realistically, the emphasis placed upon social media will vary depending on the client’s needs and the industry they are in.  In practically every case social media will be only part of the equation.”

Abraham encourages new media marketers to turn down the hype and turn up the practicality. “Ladies and gentleman, this is a transformation.  An evolution.  One that is bringing about substantial change.  But the change isn’t absolute nor is it complete.  People may not want every brand to try to ‘engage’ them.  They may want to just buy something and be left alone.

“We need to stop the shrill ‘change or die/nothing will ever be the same’ mantras.  Yes, change is happening, but we need to remember that we are pioneers and early adopters.  Not everyone has a Facebook profile or a Twitter presence and most people don’t religiously read blogs.”

I’ve been thinking a bit about Chauncey Gardner, and I reckon that if he was around today he would be a hit on Twitter. The most popular Twitterers are people who dispense timeless common sense that strikes a chord with everyone, rather than those tweeting about the bleeding edge of technology.

As Chauncey says, a patient, long-term approach will help all marketers steer and develop their business successfully through the recession and beyond.

I think you should check out Michael Gray new article, Using Directories for Search Engine Reputation Management, because it is a very interesting article — essential reading — I have only excerpted a wee bit of it here because I think you need to go over there and spend some time with the article, which is really valuable and essential as a way of inoculating your brand in advance of anything going wrong.

Search engine reputation management (SERM) is a growing discipline under the larger umbrella of search engine optimization (SEO). If you deal with client services, and you don’t already have at least one reputation management client, chances are you will in the very near future. The more tools or options you have at your disposal for this type of project, the easier the task will be. In this article I’m going to look at one of those tools; directories. (via Marketing Pilgrim)

I think it is really important for me to start writing more on this topic.  I have written a few things on this topic: I, Online Reputation Manager, The Powerful SEO Benefits of Blogger PR Outreach, An El Al Jumbo Jets Chaffing and Flaring the Skies Analogy, Online Reputation Defense: Resistance is Futile, Online Reputation Management, and Online Reputation Management Needs to Be Proactive.

The future of Social Network Services (SNS) can be discovered on High School and College campuses. I believe that topic-specific “vertical” SNS’s are very important, but I also think that the model needs to be University-like – a modularized SNS. There needs to be a campus “brand” (or University) within which the topic-specific “clubs,” “houses,” “fraternities,” “dorms,” and “interest groups” can interact – somewhere where crossovers, cross-fertilization, and aggregation are encouraged – no, needs – to happen. I hate SNS sites like boompa.com – a site devoted to your favorite cars – because I am not JUST a car guy.

I am a car guy for sure but I am also interested in rowing, in biking, in Thomas Pynchon, and in talk radio – Boompa might be successful in the short term, but in the long-term, the real power would come from creating a open, creative, resource-rich platform/campus/university/high school and maybe create a school of engineering, a liberal arts school, a law school, a dining hall, and so forth, but then allow the SNS to find itself.

To allow the SNS and its members to find their own voice, their own interests, and their own passions – which may well be very different from what is first assumed by the creator. Google gets this, though not yet within the construct of the SNS’s. What Google did do successfully was to buy USENET – the original newsgroups – and then build an superstructure on top of that – make it modern, sustainable, durable, and more readable.

Google returned USENET to relevance in a world that considered newsgroups and IRC to be dead or dying. Each and every one of communities on USENET is amazingly vertical, but they could all back up and back out to the larger USENET community – to the equivalent of the “welcome new students??? meetings and gatherings colleges offer to entering Freshmen.

Communities that are too vertical tend to shoe horn the “general topics??? conversations into hidden “off topic??? eddies. That is just the opposite of what should be done. The conversation should be general, cross-pollinating, and then move, after a conversation starts, into another room.

Start with an amazing platform, collect users, listen and watch them to see how they’re playing with the software application objects, widgets, and tools (are they playing with the toy or the box?), and then build for the users base, withholding judgment. Digg is a case study for this: start small, grow organically, and allow your members to find themselves.

The developers of Digg realized that after initial vertical growth based on the general members of Slashdot (techie, geeky, teens, boys), digg would suffer from the same sort of vulnerabilities that Slashdot suffered when Slashdot didn’t evolve and grow and broaden itself.

People love talking about Linux, but when happens when the Dow drops or the elections come? Where will the conversation happen? Where is the “kitchen??? at the party where every eventually goes to just talk about general interest stuff? Unless there are opportunities to express and share so-called “off-topic??? conversation right there, within the community in which members are already committed, with members to whom they’re already committed, then they are bound to go elsewhere.

Starting small and allowing the community to design itself is much different than starting big and losing one’s focus. Other mistakes happen when community builders make assumptions as to what participants, members, and lurkers want. Another mistake is putting a wall up around the community so that non-members cannot get a full feeling for the community from without.

The best SNS’s, virtual worlds, and online communities are honeypots. By honeypot, I am not suggesting, “a server that is configured to detect an intruder by mirroring a real production system. It appears as an ordinary server doing work, but all the data and transactions are phony. Located either in or outside the firewall, the honeypot is used to learn about an intruder’s techniques as well as determine vulnerabilities in the real system.” Although I am, sort of. The best SNS needs to be appealing, attractive, sweet, and compelling. Community-builders and SNS ASP developers need to be willing learn about member techniques, interests, processes, and needs, as well as determine “vulnerabilities” in the SNS platform that may repel, turn off, or limit the evolution and growth of the community.

To channel Chauncey Gardener for a second, one must do whatever one must to make sure that the earth in the garden is moist and well fed, one must seed well and completely, one must keep the garden in sun and water, one must encourage the garden to grow as it will for only in its growth will the garden be successful, and then, after rigorous growth, pruning and weeding must be done, only in order to allow the garden to be healthy, not to turn the garden into topiary. Okay, I am done.

Digg allows all of these things. Digg is perfectly useful and compelling even as an alien, but it is way more fun and interesting when you’re a citizen, that’s for sure. An SNS community needs to be as attractive as possible because exclusivity is no longer essential or even valuable. What is valuable is “useful,??? “interesting,??? and “authentic.??? They also have to have community buy-in and the best enjoy a certain fanatical devotion. Just like the best Universities and Colleges.

And Digg allowed its member to tell it when it was time to evolve past tech and geek news. Digg did not limit its scope or define itself too tightly with being “gear for geeks??? or “news for nerds.??? That would have ultimately been the death of Digg.

What the best Universities (such as Yale) understand is that it is not the student who is blessed and honored by being accepted by a top college (Yale College) but rather it is the college that should be blessed and honored (and should be grateful) that such a quality student is accepting its offers and actually attending – choosing – their particular school: Yale instead of Princeton, Brown, Harvard, Oxford, Cambridge, Dartmouth, Stanford, Columbia, Berkeley, etc…

Harvard, too, is aware that although in the short-term Harvard makes the Harvard Man, over the long term, it is Harvard Men who made Harvard and continue to make Harvard. “Who have you graduated recently???? Unless the quality and character of its students and alumni remain top-drawer, Harvard is not guaranteed its position as “top three??? in USA Today alongside Princeton and Yale. No matter how grand its endowment.

So, Harvard and Yale spoil their students rotten! My friends who attended Harvard or Yale college swoon over those 4 years like I swoon over my first love.

Likewise, SNS’s, virtual worlds, and virtual communities need to realize that at any one point, their brand is only as good as the collective that is manifest in the users, the members, the lurkers, the stewards, and the alumni of the property.

This isn’t only true in SNS’s. The same thing can be said of the most successful message boards and online communities. The most important distinction, I think, is that all of these “rooms” and all of these “clubs” and all of these spaces where (and are) defined and created by the communities themselves. Sui generis. And this sort of ownership – “for us by us,??? as the slogan goes over as Howard Rheingold’s Brainstorms community – should never be underestimated.

The Well has Howard Rheingold as a member and alumnus, for example, and the credibility of all that he has made and done; over time, more and more virtual communities, virtual worlds, and SNS will be known for their members as well: who studies, who studied, and who wants to join.

“What’s in it for me??? (WIIFM) and the concept of pride of ownership are important – essential – ingredients of a sustainable, deep, thriving, and healthy community. The success of MySpace and of Facebook is that the verticals are not (were not) defined for them by their grand architects – they are self-creating, self-forming, and also self-destructing. They form, reform, mutate and disperse after they hit a limit of general conversation and then either break off and reform into an “interest group” or “club” or they self-check and work to “get back on topic.”

SNS’s and communities in general tend to be formed in one of two ways: like Paris or like London. Intelligence Design (architecture) or Emergent Design. The later never looks very beautiful or the way people – or the creators, investors, and architects – expect (or want) it to look, because investors and designers tend to not be able to control it – and when they do try to impost order, often in a heavy-handed way, they also tend to scare off all of their members, too.

This organic revolution has proven its success online time and time again. The Internet does not respond (well or at all) to command and control. The smartest Web 2.0 platforms allow the “masses of asses” (yes, the customer; yes, us) to define the platform and the experience – their own and collective environment and experience.

MySpace does this amazingly well and so does Facebook. Until recently, Friendster suffered from a vision and used command and control tactics to try to coerce its users that “it didn’t really want to do things that way??? and Friendster members abandoned in droves to platforms and experiences not so monitored by “mom and dad.???

A command and control grand vision doesn’t work when you develop an environment that needs to be truly both attractive and compelling much more than it needs to be informational or instructional. An SNS needs to be attractive, diversional, compelling, amusing, and entertaining – never limiting.

My analogy of college and high school never mentioned classrooms or classes for training or learning. People do enough of that at school and at work. An SNS needs to give its users a university campus without any expectations or concepts of dropping out, getting judged, doing homework, or being held accountable for anything.

A good SNS should be all late-night wine-influenced discussions of Descartes and Plato and the summer afternoons on the quad and the time playing Xbox with your roommates.

When I go onto my long-term online communities, the Well, The Meta Network, USENET, and Brainstorms, there are many very deep and very vertical communities, discussing things as frivolous as fashion and video games and as deep as how to survive cancer, how to get a post doc grant, and very deep discussions on “spirit,” “chaos theory,” and “world politics.”

What makes this amazing and sustainable is that there are an infinite number of ways to get along, to move into a space of intense conversation, and then to pull back into common areas, just to see who’s around. In a university setting, this could be the dining hall, the quad, the commons, etc. These spaces are very important.

If you think about all of this in terms of evolution, then we can think about the way things evolve in the most perverse ways when isolated from others of its kinds. So, if there are impervious walls – gaps or voids, mountains or ridges – between these vertical markets, SNS’s, and communities, then there may be an initial success, but there can also be a terrible volatility. One plague or drought can decimate a population completely.

Having a commons allows members and visitors to have a place to meet new people, have new experiences, and learn of new clubs, new opportunities, and new places – inbreeding versus crossbreeding. Ultimately, a diversity of visitors helps build a more resilient, invested, and self-identifing community. They will become “students for life??? at best and proud alums at worst. They will carry the brand awareness, even if their lives become too busy to participate any more.

They will become life long brand ambassadors for your community. Proud alumni.

And, in terms of “viral marketing,” it is also important when it comes to a member of an SNS “inviting his friends” – not all of my friends have the same vertical interests that I do… They could have very different interests – but as I explore the “commons” of an SNS, I can note that there are things happening online that “friend x” and “friend y” would love, and that would be my incentive to invite them on board.

Boompa? I am the only person I know in my entire community – that is not true, my buddy has an Audi S4 – who is into cars. My buddy is an Audi driver and I am a BMW driver. Does that mean we’re both drivers? Does that mean we love cars or our particular car? Do we cross over on performance sedans? On German cars? On luxury cars?

You have to offer the tools to allow the market to choose for itself, otherwise, you might never find out that the SNS needs all three, or none at all.

A “Modularized SNS” should be neutral like a university (unlike MySpace, which is pretty pre-defined as to what the demographic is), and there are lots of “vertical niche SNS’s” (e.g. car enthusiasts, gourmet cooking, travel, Rolex fans, Republican politicos, etc.) That way, everyone can form a SNS experience that actually fits them by modularly assembling the groups of people who have similar interests, (not just friends-in-common!)

I would have never guessed that Camille Paglia would be in awe of Sara Palin or perceive her as follows, “Conservative though she may be, I felt that Palin represented an explosion of a brand new style of muscular American feminism. At her startling debut on that day, she was combining male and female qualities in ways that I have never seen before. And she was somehow able to seem simultaneously reassuringly traditional and gung-ho futurist. In terms of redefining the persona for female authority and leadership, Palin has made the biggest step forward in feminism since Madonna channeled the dominatrix persona of high-glam Marlene Dietrich and rammed pro-sex, pro-beauty feminism down the throats of the prissy, victim-mongering, philistine feminist establishment.” Whoa. (Via Salon.com)

Fresh blood for the vampire

Rip tide! Is the Obama campaign shooting out to sea like a paper boat?

It’s heavy weather for Obama fans, as momentum has suddenly shifted to John McCain — that hoary, barnacle-encrusted tub that many Democrats like me had thought was full of holes and swirling to its doom in the inky depths of Republican incoherence and fratricide. Gee whilikers, the McCain vampire just won’t die! Hit him with a hammer, and he explodes like a jellyfish into a hundred hungry pieces.

Oh, the sadomasochistic tedium of McCain’s imprisonment in Hanoi being told over and over and over again at the Republican convention. Do McCain’s credentials for the White House really consist only of that horrific ordeal? Americans owe every heroic, wounded veteran an incalculable debt of gratitude, but how do McCain’s sufferings in a tiny, squalid cell 40 years ago logically translate into presidential aptitude in the 21st century? Cast him a statue or slap his name on a ship, and let’s turn the damned page.We need a new generation of leadership with fresh ideas and an expansive, cosmopolitan vision — which is why I support Barack Obama and have contributed to his campaign. My baby-boom generation — typified by the narcissistic Clintons — peaked in the 1960s and is seriously past it. But McCain, born before Pearl Harbor, is even older than we are! Why would anyone believe that he holds the key to the future? And why would anyone swallow that preening passel of high-flown rhetoric about “country above all” coming from a seething, short-fused character whose rampant egotism, zigzagging principles, and currying of the gullible press were the distinguishing marks of his senatorial career?

Having said that, I must admit that McCain is currently eating Obama’s lunch. McCain’s weirdly disconnected persona (beady glowers flashing to frozen grins and back again) has started to look more testosterone-rich than Obama’s easy, lanky, reflective candor. What in the world possessed the Obama campaign to let their guy wander like a dazed lamb into a snake pit of religious inquisition like Rick Warren’s public forum last month at his Saddleback Church in California? That shambles of a performance — where a surprisingly unprepared Obama met the inevitable question about abortion with shockingly curt glibness — began his alarming slide.

As I said in my last column, I have become increasingly uneasy about Obama’s efforts to sound folksy and approachable by reflexively using inner-city African-American tones and locutions, which as a native of Hawaii he acquired relatively late in his development and which are painfully wrong for the target audience of rural working-class whites that he has been trying to reach. Obama on the road and even in major interviews has been droppin’ his g’s like there’s no tomorrow. It’s analogous to the way stodgy, portly Al Gore (evidently misadvised by the women in his family and their feminist pals) tried to zap himself up on the campaign trail into the happening buff dude that he was not. Both Gore and Obama would have been better advised to pursue a calm, steady, authoritative persona. Forget the jokes — be boring! That, alas, is what reads as masculine in the U.S.

The over-the-top publicity stunt of a mega-stadium for Obama’s acceptance speech at the Democratic convention two weeks ago was a huge risk that worried me sick — there were too many things that could go wrong, from bad weather to crowd control to technical glitches on the overblown set. But everything went swimmingly. Obama delivered the speech nearly flawlessly — though I was shocked and disappointed by how little there was about foreign policy, a major area where wavering voters have grave doubts about him. Nevertheless, it was an extraordinary event with an overlong but strangely contemplative and spiritually uplifting finale. The music, amid the needlessly extravagant fireworks, morphed into “Star Wars” — a New Age hymn to cosmic reconciliation and peace.

After that extravaganza, marking the 40th anniversary of Martin Luther King Jr.’s epochal civil rights speech on the Washington Mall, I felt calmly confident that the Obama campaign was going to roll like a gorgeous juggernaut right over the puny, fossilized McCain. The next morning, it was as if the election were already over. No need to fret about American politics anymore this year. I had already turned with relief to other matters.

Pow! Wham! The Republicans unleashed a doozy — one of the most stunning surprises that I have ever witnessed in my adult life. By lunchtime, Obama’s triumph of the night before had been wiped right off the national radar screen. In a bold move I would never have thought him capable of, McCain introduced Gov. Sarah Palin of Alaska as his pick for vice president. I had heard vaguely about Palin but had never heard her speak. I nearly fell out of my chair. It was like watching a boxing match or a quarter of hard-hitting football — or one of the great light-saber duels in “Star Wars.” (Here are the two Jedi, Obi-Wan Kenobi and Qui-Gon Jinn, going at it with Darth Maul in “The Phantom Menace.”) This woman turned out to be a tough, scrappy fighter with a mischievous sense of humor.

Conservative though she may be, I felt that Palin represented an explosion of a brand new style of muscular American feminism. At her startling debut on that day, she was combining male and female qualities in ways that I have never seen before. And she was somehow able to seem simultaneously reassuringly traditional and gung-ho futurist. In terms of redefining the persona for female authority and leadership, Palin has made the biggest step forward in feminism since Madonna channeled the dominatrix persona of high-glam Marlene Dietrich and rammed pro-sex, pro-beauty feminism down the throats of the prissy, victim-mongering, philistine feminist establishment.

In the U.S., the ultimate glass ceiling has been fiendishly complicated for women by the unique peculiarity that our president must also serve as commander in chief of the armed forces. Women have risen to the top in other countries by securing the leadership of their parties and then being routinely promoted to prime minister when that party won at the polls. But a woman candidate for president of the U.S. must show a potential capacity for military affairs and decision-making. Our president also symbolically represents the entire history of the nation — a half-mystical role often filled elsewhere by a revered if politically powerless monarch.

As a dissident feminist, I have been arguing since my arrival on the scene nearly 20 years ago that young American women aspiring to political power should be studying military history rather than taking women’s studies courses, with their rote agenda of never-ending grievances. I have repeatedly said that the politician who came closest in my view to the persona of the first woman president was Sen. Dianne Feinstein, whose steady nerves in crisis were demonstrated when she came to national attention after the mayor and a gay supervisor were murdered in their City Hall offices in San Francisco. Hillary Clinton, with her schizophrenic alteration of personae, has never seemed presidential to me — and certainly not in her bland and overpraised farewell speech at the Democratic convention (which skittered from slow, pompous condescension to trademark stridency to unseemly haste).

Feinstein, with her deep knowledge of military matters, has true gravitas and knows how to shrewdly thrust and parry with pesky TV interviewers. But her style is reserved, discreet, mandarin. The gun-toting Sarah Palin is like Annie Oakley, a brash ambassador from America’s pioneer past. She immediately reminded me of the frontier women of the Western states, which first granted women the right to vote after the Civil War — long before the federal amendment guaranteeing universal woman suffrage was passed in 1919. Frontier women faced the same harsh challenges and had to tackle the same chores as men did — which is why men could regard them as equals, unlike the genteel, corseted ladies of the Eastern seaboard, which fought granting women the vote right to the bitter end.

Over the Labor Day weekend, with most of the big enchiladas of the major media on vacation, the vacuum was filled with a hallucinatory hurricane in the leftist blogosphere, which unleashed a grotesquely lurid series of allegations, fantasies, half-truths and outright lies about Palin. What a tacky low in American politics — which has already caused a backlash that could damage Obama’s campaign. When liberals come off as childish, raving loonies, the right wing gains. I am still waiting for substantive evidence that Sarah Palin is a dangerous extremist. I am perfectly willing to be convinced, but right now, she seems to be merely an optimistic pragmatist like Ronald Reagan, someone who pays lip service to religious piety without being in the least wedded to it. I don’t see her arrival as portending the end of civil liberties or life as we know it.

One reason I live in the leafy suburbs of Philadelphia and have never moved to New York or Washington is that, as a cultural analyst, I want to remain in touch with the mainstream of American life. I frequent fast-food restaurants, shop at the mall, and periodically visit Wal-Mart (its bird-seed section is nonpareil). Like Los Angeles and San Francisco, Manhattan and Washington occupy their own mental zones — nice to visit but not a place to stay if you value independent thought these days. Ambitious professionals in those cities, if they want to preserve their social networks, are very vulnerable to received opinion. At receptions and parties (which I hate), they’re sitting ducks. They have to go along to get along — poor dears!

It is certainly premature to predict how the Palin saga will go. I may not agree a jot with her about basic principles, but I have immensely enjoyed Palin’s boffo performances at her debut and at the Republican convention, where she astonishingly dealt with multiple technical malfunctions without missing a beat. A feminism that cannot admire the bravura under high pressure of the first woman governor of a frontier state isn’t worth a warm bucket of spit.

Perhaps Palin seemed perfectly normal to me because she resembles so many women I grew up around in the snow belt of upstate New York. For example, there were the robust and hearty farm women of Oxford, a charming village where my father taught high school when I was a child. We first lived in an apartment on the top floor of a farmhouse on a working dairy farm. Our landlady, who was as physically imposing as her husband, was an all-American version of the Italian immigrant women of my grandmother’s generation — agrarian powerhouses who could do anything and whose trumpetlike voices could pierce stone walls.

Here’s one episode. My father and his visiting brother, a dapper barber by trade, were standing outside having a smoke when a great noise came from the nearby barn. A calf had escaped. Our landlady yelled, “Stop her!” as the calf came careening at full speed toward my father and uncle, who both instinctively stepped back as the calf galloped through the mud between them. Irate, our landlady trudged past them to the upper pasture, cornered the calf, and carried that massive animal back to the barn in her arms. As she walked by my father and uncle, she exclaimed in amused disgust, “Men!”

Now that’s the Sarah Palin brand of can-do, no-excuses, moose-hunting feminism — a world away from the whining, sniping, wearily ironic mode of the establishment feminism represented by Gloria Steinem, a Hillary Clinton supporter whose shameless Democratic partisanship over the past four decades has severely limited American feminism and not allowed it to become the big tent it can and should be. Sarah Palin, if her reputation survives the punishing next two months, may be breaking down those barriers. Feminism, which should be about equal rights and equal opportunity, should not be a closed club requiring an ideological litmus test for membership.

Here’s another example of the physical fortitude and indomitable spirit that Palin as an Alaskan sportswoman seems to represent right now. Last year, Toronto’s Globe and Mail reprinted this remarkable obituary from 1905:

Abigail Becker Farmer and homemaker born in Frontenac County, Upper Canada, on March 14, 1830

A tall, handsome woman “who feared God greatly and the living or dead not at all,” she married a widower with six children and settled in a trapper’s cabin on Long Point, Lake Erie. On Nov. 23, 1854, with her husband away, she single-handedly rescued the crew of the schooner Conductor of Buffalo, which had run aground in a storm. The crew had clung to the frozen rigging all night, not daring to enter the raging surf. In the early morning, she waded chin-high into the water (she could not swim) and helped seven men reach shore. She was awarded medals for heroism and received $350 collected by the people of Buffalo, plus a handwritten letter from Queen Victoria that was accompanied by £50, all of which went toward buying a farm. She lost her husband to a storm, raised 17 children alone and died at Walsingham Centre, Ont.

Frontier women were far bolder and hardier than today’s pampered, petulant bourgeois feminists, always looking to blame their complaints about life on someone else.

But what of Palin’s pro-life stand? Creationism taught in schools? Book banning? Gay conversions? The Iraq war as God’s plan? Zionism as a prelude to the apocalypse? We’ll see how these big issues shake out. Right now, I don’t believe much of what I read or hear about Palin in the media. To automatically assume that she is a religious fanatic who has embraced the most extreme ideas of her local church is exactly the kind of careless reasoning that has been unjustly applied to Barack Obama, whom the right wing is still trying to tar with the fulminating anti-American sermons of his longtime preacher, Jeremiah Wright.

The witch-trial hysteria of the past two incendiary weeks unfortunately reveals a disturbing trend in the Democratic Party, which has worsened over the past decade. Democrats are quick to attack the religiosity of Republicans, but Democratic ideology itself seems to have become a secular substitute religion. Since when did Democrats become so judgmental and intolerant? Conservatives are demonized, with the universe polarized into a Manichaean battle of us versus them, good versus evil. Democrats are clinging to pat group opinions as if they were inflexible moral absolutes. The party is in peril if it cannot observe and listen and adapt to changing social circumstances.

Let’s take the issue of abortion rights, of which I am a firm supporter. As an atheist and libertarian, I believe that government must stay completely out of the sphere of personal choice. Every individual has an absolute right to control his or her body. (Hence I favor the legalization of drugs, though I do not take them.) Nevertheless, I have criticized the way that abortion became the obsessive idée fixe of the post-1960s women’s movement — leading to feminists’ McCarthyite tactics in pitting Anita Hill with her flimsy charges against conservative Clarence Thomas (admittedly not the most qualified candidate possible) during his nomination hearings for the Supreme Court. Similarly, Bill Clinton’s support for abortion rights gave him a free pass among leading feminists for his serial exploitation of women — an abusive pattern that would scream misogyny to any neutral observer.

But the pro-life position, whether or not it is based on religious orthodoxy, is more ethically highly evolved than my own tenet of unconstrained access to abortion on demand. My argument (as in my first book, “Sexual Personae,”) has always been that nature has a master plan pushing every species toward procreation and that it is our right and even obligation as rational human beings to defy nature’s fascism. Nature herself is a mass murderer, making casual, cruel experiments and condemning 10,000 to die so that one more fit will live and thrive.

Hence I have always frankly admitted that abortion is murder, the extermination of the powerless by the powerful. Liberals for the most part have shrunk from facing the ethical consequences of their embrace of abortion, which results in the annihilation of concrete individuals and not just clumps of insensate tissue. The state in my view has no authority whatever to intervene in the biological processes of any woman’s body, which nature has implanted there before birth and hence before that woman’s entrance into society and citizenship.

On the other hand, I support the death penalty for atrocious crimes (such as rape-murder or the murder of children). I have never understood the standard Democratic combo of support for abortion and yet opposition to the death penalty. Surely it is the guilty rather than the innocent who deserve execution?

What I am getting at here is that not until the Democratic Party stringently reexamines its own implicit assumptions and rhetorical formulas will it be able to deal effectively with the enduring and now escalating challenge from the pro-life right wing. Because pro-choice Democrats have been arguing from cold expedience, they have thus far been unable to make an effective ethical case for the right to abortion.

The gigantic, instantaneous coast-to-coast rage directed at Sarah Palin when she was identified as pro-life was, I submit, a psychological response by loyal liberals who on some level do not want to open themselves to deep questioning about abortion and its human consequences. I have written about the eerie silence that fell over campus audiences in the early 1990s when I raised this issue on my book tours. At such moments, everyone in the hall seemed to feel the uneasy conscience of feminism. Naomi Wolf later bravely tried to address this same subject but seems to have given up in the face of the resistance she encountered.

If Sarah Palin tries to intrude her conservative Christian values into secular government, then she must be opposed and stopped. But she has every right to express her views and to argue for society’s acceptance of the high principle of the sanctity of human life. If McCain wins the White House and then drops dead, a President Palin would have the power to appoint conservative judges to the Supreme Court, but she could not control their rulings.

It is nonsensical and counterproductive for Democrats to imagine that pro-life values can be defeated by maliciously destroying their proponents. And it is equally foolish to expect that feminism must for all time be inextricably wed to the pro-choice agenda. There is plenty of room in modern thought for a pro-life feminism — one in fact that would have far more appeal to third-world cultures where motherhood is still honored and where the Western model of the hard-driving, self-absorbed career woman is less admired.

But the one fundamental precept that Democrats must stand for is independent thought and speech. When they become baying bloodhounds of rigid dogma, Democrats have committed political suicide.

Camille Paglia’s column appears on the second Wednesday of each month. Every third column is devoted to reader letters. Please send questions for her next letters column to this mailbox. Your name and town will be published unless you request anonymity.

Let me first reveal that Abraham Harrison LLC, my employer and my company, is an online reputation management company — online reputation protection, promotion, defensive SEO, domain name strategy, and crisis management. That said, I could not be happier because online reputation management is apparently the new black, at least according to Techdirt, Forget Publicists, All The Cool Kids Have Online Reputation Managers…

It’s been well-documented that Google has become something of the mythical permanent record teachers warned you about as kids. There are plenty of stories about people losing jobs or discovering dubious information about dates using Google. A few years back, services popped up claiming that they could scrub your online record clean — though, how successful such services could be was certainly called into question. However, it appears that those services have morphed into a new, somewhat scary, category called online reputation management. While it’s to be expected that corporations might have people monitoring online reputations, it’s quite another thing to have individuals hire firms to do the same thing.

(Tip of the hat for the article to Scott Burns, via Marketing Conversation)

I have tried to explain defensive SEO to clients on pitches and here are a couple examples and analogies I have used in the past. I promise to come up with better analogies, but this is what I have at the moment!

Rockets on Israeli Settlements

Most of the time, defensive SEO is sort of like cleaning up a crime scene. There is a lot of manual labor involved in that cleaning. It requires pressurized water hoses, clorox, mops, panes of glass, lots of spackle, and some paint. The goal after a crime has been committed, is to return the scene to normalcy — as if nothing happened here.

Unfortunately, during a crisis situation, the crime is ongoing. I compare it to the daily rocket fire from Lebanon and the Gaza Strip falling randomly on Jewish settlements. Bombing of this sort is random and destructive and done not as a targeted attack but is known as “firing for effect,” which is to say as terrorism and a way of unsettling the settlers.

When it is the security and confidence of a community that is at stake and when there is no way to be sure that the attacks are ever over, returning these settlements in a state of destruction is unacceptable. There are Israeli task forces that have the single-minded job of responding to any and all rocket attacks immediately after the emergency responders leave. The trucks are mobile housing contractors. They have the ability to actively and quickly clean up any and all signs of a destructive attack within hours of the event.

All shrapnel pock marks are spackled, all burn marks are painted over, and all broken glass is replaced. While this may just be a futile act, it is essential for this kind of defensive strategy to continue and continue. Why? Well, this is a game of hearts and minds. This is a game of keeping up appearances to make sure that all the settlers feel safe in their every day life, day after day. This perceived safety is better than none at all. The reality of the day-to-day is enough; however, living in a home with broken windows and the pock marks of shrapnel is too close, especially for neighbors and new settlers.

Cleaning up these attacks daily and footing the bill and resources is the cost of doing business. It is a budgeted line-item, equally important to actually finding ways, both diplomatic and military, to stop the attacks some day.

If one were to wait for the attacks to be over, strategically, ignoring the tactical, then those same hearts and minds might very well decide that living in the settlements, living in Israel, or even moving to Israel is an unacceptable decision.

One must never underestimate perception of safety and its power over both settlers, government, citizens, visitors, tourists, and immigrants; same may be said with a company’s or person’s reputation: investors, employees, relationships, opportunities, and families may become insecure enough to abandon ship.

El Al Jumbo Jets Chaffing and Flaring the Skies

Unfortunately, one cannot hide El Al’s new Boeing 777, the world’s largest twinjet, when it takes off and lands. Not yet anyway. The 777 is a sitting target. One cannot do much about it. What can one do? Well, there are several things: you can have sensors that check to see if there are any service-to-air missiles either locked on or inbound — that’s a start. You can also make sure that your pilots have been trained in evasive maneuvers, which, unfortunately, are limited in jumbo jets. At the end of the day, however, you need to just make sure that the jet isn’t accessible to any SAMs.

El Al commercial aircraft are outfitted not with cloaks of invisibility but with “softkill” countermeasures. A countermeasure is a system (usually for a military application) designed to prevent sensor-based weapons from acquiring and/or destroying a target. Softkill measures generally interfere with the signature of the target to be protected. One or more of the following actions may be taken to provide softkill: reduction of the 777′s signature, augmentation of the 777′s signature, and the cloning or imitation of the 777′s signature. These techniques are used to generally prevent lock-on of a threat sensor to the commercial aircraft.

It is based on altering the signature of the target by either concealing the platform signature or enhancing the signature of the background, thus minimizing the contrast between the two. Some of these techniques include IR-decoy flares, serving to counter infrared-guided missiles (SAM), and radar decoys, in the form of chaff.

The Internet is very similar. Search engines are doubly so. It is impossible to stop flying. It is impossible to disappear the aircraft. And, it is impossible to delete, kill, or remove all threats in advance. Even if it is possible in the Internet to have an attack site brought down, it is simple enough to duplicate content, is simple for the attackers to create rally points, regroup, and then attack again. In fact, bringing a site down oftentimes results in redoubled enemy efforts.

Some of the only effective tools one can use to use “softkill countermeasures” — make sure there is enough chaff and there are enough enough flares in the search results so that when someone tries to attack your brand, their attack ends up getting lost on page 5+ of the returns while still allowing friendlies, “passengers,” and clients to easily and safely find their way to you.

How about them apples?

The future of Social Network Services (SNS) can be discovered on High School and College campuses. I believe that topic-specific “vertical” SNS’s are very important, but I also think that the model needs to be University-like – a modularized SNS. There needs to be a campus “brand” (or University) within which the topic-specific “clubs,” “houses,” “fraternities,” “dorms,” and “interest groups” can interact – somewhere where crossovers, cross-fertilization, and aggregation are encouraged – no, needs – to happen. I hate SNS sites like boompa.com – a site devoted to your favorite cars – because I am not JUST a car guy.

I am a car guy for sure but I am also interested in rowing, in biking, in Thomas Pynchon, and in talk radio – Boompa might be successful in the short term, but in the long-term, the real power would come from creating a open, creative, resource-rich platform/campus/university/high school and maybe create a school of engineering, a liberal arts school, a law school, a dining hall, and so forth, but then allow the SNS to find itself.

To allow the SNS and its members to find their own voice, their own interests, and their own passions – which may well be very different from what is first assumed by the creator. Google gets this, though not yet within the construct of the SNS’s. What Google did do successfully was to buy USENET – the original newsgroups – and then build an superstructure on top of that – make it modern, sustainable, durable, and more readable.

Google returned USENET to relevance in a world that considered newsgroups and IRC to be dead or dying. Each and every one of communities on USENET is amazingly vertical, but they could all back up and back out to the larger USENET community – to the equivalent of the “welcome new students??? meetings and gatherings colleges offer to entering Freshmen.

Communities that are too vertical tend to shoe horn the “general topics??? conversations into hidden “off topic??? eddies. That is just the opposite of what should be done. The conversation should be general, cross-pollinating, and then move, after a conversation starts, into another room.

Start with an amazing platform, collect users, listen and watch them to see how they’re playing with the software application objects, widgets, and tools (are they playing with the toy or the box?), and then build for the users base, withholding judgment. Digg is a case study for this: start small, grow organically, and allow your members to find themselves.

The developers of Digg realized that after initial vertical growth based on the general members of Slashdot (techie, geeky, teens, boys), digg would suffer from the same sort of vulnerabilities that Slashdot suffered when Slashdot didn’t evolve and grow and broaden itself.

People love talking about Linux, but when happens when the Dow drops or the elections come? Where will the conversation happen? Where is the “kitchen??? at the party where every eventually goes to just talk about general interest stuff? Unless there are opportunities to express and share so-called “off-topic??? conversation right there, within the community in which members are already committed, with members to whom they’re already committed, then they are bound to go elsewhere.

Starting small and allowing the community to design itself is much different than starting big and losing one’s focus. Other mistakes happen when community builders make assumptions as to what participants, members, and lurkers want. Another mistake is putting a wall up around the community so that non-members cannot get a full feeling for the community from without.

The best SNS’s, virtual worlds, and online communities are honeypots. By honeypot, I am not suggesting, “a server that is configured to detect an intruder by mirroring a real production system. It appears as an ordinary server doing work, but all the data and transactions are phony. Located either in or outside the firewall, the honeypot is used to learn about an intruder’s techniques as well as determine vulnerabilities in the real system.” Although I am, sort of. The best SNS needs to be appealing, attractive, sweet, and compelling. Community-builders and SNS ASP developers need to be willing learn about member techniques, interests, processes, and needs, as well as determine “vulnerabilities” in the SNS platform that may repel, turn off, or limit the evolution and growth of the community.

To channel Chauncey Gardener for a second, one must do whatever one must to make sure that the earth in the garden is moist and well fed, one must seed well and completely, one must keep the garden in sun and water, one must encourage the garden to grow as it will for only in its growth will the garden be successful, and then, after rigorous growth, pruning and weeding must be done, only in order to allow the garden to be healthy, not to turn the garden into topiary. Okay, I am done.

Digg allows all of these things. Digg is perfectly useful and compelling even as an alien, but it is way more fun and interesting when you’re a citizen, that’s for sure. An SNS community needs to be as attractive as possible because exclusivity is no longer essential or even valuable. What is valuable is “useful,??? “interesting,??? and “authentic.??? They also have to have community buy-in and the best enjoy a certain fanatical devotion. Just like the best Universities and Colleges.

And Digg allowed its member to tell it when it was time to evolve past tech and geek news. Digg did not limit its scope or define itself too tightly with being “gear for geeks??? or “news for nerds.??? That would have ultimately been the death of Digg.

What the best Universities (such as Yale) understand is that it is not the student who is blessed and honored by being accepted by a top college (Yale College) but rather it is the college that should be blessed and honored (and should be grateful) that such a quality student is accepting its offers and actually attending – choosing – their particular school: Yale instead of Princeton, Brown, Harvard, Oxford, Cambridge, Dartmouth, Stanford, Columbia, Berkeley, etc…

Harvard, too, is aware that although in the short-term Harvard makes the Harvard Man, over the long term, it is Harvard Men who made Harvard and continue to make Harvard. “Who have you graduated recently???? Unless the quality and character of its students and alumni remain top-drawer, Harvard is not guaranteed its position as “top three??? in USA Today alongside Princeton and Yale. No matter how grand its endowment.

So, Harvard and Yale spoil their students rotten! My friends who attended Harvard or Yale college swoon over those 4 years like I swoon over my first love.

Likewise, SNS’s, virtual worlds, and virtual communities need to realize that at any one point, their brand is only as good as the collective that is manifest in the users, the members, the lurkers, the stewards, and the alumni of the property.

This isn’t only true in SNS’s. The same thing can be said of the most successful message boards and online communities. The most important distinction, I think, is that all of these “rooms” and all of these “clubs” and all of these spaces where (and are) defined and created by the communities themselves. Sui generis. And this sort of ownership – “for us by us,??? as the slogan goes over as Howard Rheingold’s Brainstorms community – should never be underestimated.

The Well has Howard Rheingold as a member and alumnus, for example, and the credibility of all that he has made and done; over time, more and more virtual communities, virtual worlds, and SNS will be known for their members as well: who studies, who studied, and who wants to join.

“What’s in it for me??? (WIIFM) and the concept of pride of ownership are important – essential – ingredients of a sustainable, deep, thriving, and healthy community. The success of MySpace and of Facebook is that the verticals are not (were not) defined for them by their grand architects – they are self-creating, self-forming, and also self-destructing. They form, reform, mutate and disperse after they hit a limit of general conversation and then either break off and reform into an “interest group” or “club” or they self-check and work to “get back on topic.”

SNS’s and communities in general tend to be formed in one of two ways: like Paris or like London. Intelligence Design (architecture) or Emergent Design. The later never looks very beautiful or the way people – or the creators, investors, and architects – expect (or want) it to look, because investors and designers tend to not be able to control it – and when they do try to impost order, often in a heavy-handed way, they also tend to scare off all of their members, too.

This organic revolution has proven its success online time and time again. The Internet does not respond (well or at all) to command and control. The smartest Web 2.0 platforms allow the “masses of asses” (yes, the customer; yes, us) to define the platform and the experience – their own and collective environment and experience.

MySpace does this amazingly well and so does Facebook. Until recently, Friendster suffered from a vision and used command and control tactics to try to coerce its users that “it didn’t really want to do things that way??? and Friendster members abandoned in droves to platforms and experiences not so monitored by “mom and dad.???

A command and control grand vision doesn’t work when you develop an environment that needs to be truly both attractive and compelling much more than it needs to be informational or instructional. An SNS needs to be attractive, diversional, compelling, amusing, and entertaining – never limiting.

My analogy of college and high school never mentioned classrooms or classes for training or learning. People do enough of that at school and at work. An SNS needs to give its users a university campus without any expectations or concepts of dropping out, getting judged, doing homework, or being held accountable for anything.

A good SNS should be all late-night wine-influenced discussions of Descartes and Plato and the summer afternoons on the quad and the time playing Xbox with your roommates.

When I go onto my long-term online communities, the Well, The Meta Network, USENET, and Brainstorms, there are many very deep and very vertical communities, discussing things as frivolous as fashion and video games and as deep as how to survive cancer, how to get a post doc grant, and very deep discussions on “spirit,” “chaos theory,” and “world politics.”

What makes this amazing and sustainable is that there are an infinite number of ways to get along, to move into a space of intense conversation, and then to pull back into common areas, just to see who’s around. In a university setting, this could be the dining hall, the quad, the commons, etc. These spaces are very important.

If you think about all of this in terms of evolution, then we can think about the way things evolve in the most perverse ways when isolated from others of its kinds. So, if there are impervious walls – gaps or voids, mountains or ridges – between these vertical markets, SNS’s, and communities, then there may be an initial success, but there can also be a terrible volatility. One plague or drought can decimate a population completely.

Having a commons allows members and visitors to have a place to meet new people, have new experiences, and learn of new clubs, new opportunities, and new places – inbreeding versus crossbreeding. Ultimately, a diversity of visitors helps build a more resilient, invested, and self-identifing community. They will become “students for life??? at best and proud alums at worst. They will carry the brand awareness, even if their lives become too busy to participate any more.

They will become life long brand ambassadors for your community. Proud alumni.

And, in terms of “viral marketing,” it is also important when it comes to a member of an SNS “inviting his friends” – not all of my friends have the same vertical interests that I do… They could have very different interests – but as I explore the “commons” of an SNS, I can note that there are things happening online that “friend x” and “friend y” would love, and that would be my incentive to invite them on board.

Boompa? I am the only person I know in my entire community – that is not true, my buddy has an Audi S4 – who is into cars. My buddy is an Audi driver and I am a BMW driver. Does that mean we’re both drivers? Does that mean we love cars or our particular car? Do we cross over on performance sedans? On German cars? On luxury cars?

You have to offer the tools to allow the market to choose for itself, otherwise, you might never find out that the SNS needs all three, or none at all.

A “Modularized SNS” should be neutral like a university (unlike MySpace, which is pretty pre-defined as to what the demographic is), and there are lots of “vertical niche SNS’s” (e.g. car enthusiasts, gourmet cooking, travel, Rolex fans, Republican politicos, etc.) That way, everyone can form a SNS experience that actually fits them by modularly assembling the groups of people who have similar interests, (not just friends-in-common!)