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Do you know why trust has gained so much value in the attention economy? Bombarded by an increasingly complex life, by more news and information, by marketing and sales calls of all kinds, people are increasingly "on-the-move" and with less and less time to devote to anyone specific thing. They are rushing from a website to another, from a conversation to another. And this is why their attention has become more valuable than gold these days.
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In the era of social media, traditional marketing channels are tricky venues to promote your product. Consumers are suspicious of marketing, they don’t trust the buzz, and relationships created ad hoc to sell a product do not work anymore.
Today, the relationship must come before the sale, not the other way around. By creating and nurturing your community and by making customers your good friends it is possible to develop new relationships and loyal supporters which can be an invaluable asset for any company in the market today.
Once you have a community of passionate fans and followers, it becomes easier to share your commercial recommendations and advice in ways that are more spontaneous, natural and credible.
George Benckenstein explains why building trust and relationships with your customers is so important. Inside communities people influence one another. Personal interests become social objects and spread across your network. Are you part of it? Do you help your community and customers learn and relate with each other in ways that augment their attention investment in you?
That's what the new Return On Investment is all about. The new ROI is the useful, tangible influence you create rather than the investment you make.
Here, in more detail, George Benckenstein's vision:
When working with a traditional book publisher, you, the book author, give up a large degree of editorial control, and many times you have little to no input into the design and layout of your book, its distribution, and its marketing approach. Self-publishing allows you, the writer and author of a new book, to publish, print and distribute at a very low cost physical books on your own, bypassing at 
Media Literacy moves from recognising and comprehending information to the higher order critical thinking skills such as questioning, analysing and evaluating that information. (Source: OFcom)
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Inside this Media Literacy digest:
Attention and Distraction - Educators and trainers face competition for attention from mobile devices and social networking services.
Social Media: Trends and Implications For Learning - ...explore emerging technological and related research trends from a perspective of social and 
Video advertising is one of the fastest-growing opportunities online today, as well as one of the most promising online advertising formats. The emotional draw of the television experience, consumers’ adoption of broadband, and subsequent change in Internet content, capabilities, and consumption all contribute to driving this growth.
Photo credit: Kheng Ho Toh and Ron Chapple Studios mashed up by Robin Good
Despite the surge in interest in digital video by both 
Social media marketing is making strong inroads in the corporate world, but understanding how to do it properly without making painful mistakes, remains, for most companies out there, one of the greatest marketing challenges to overcome. What is it that corporate institutions must do or avoid to overcome the typical hurdles, fears and mistakes that are met when they first try to adopt a social media marketing strategy?
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Link popularity is essentially based on the number of incoming links to a specific web site or web page; the more the number of incoming links, the higher the link popularity.
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But link popularity is both a measure and a process. As a process it strives to earn inbound links from other websites to improve the importance of a specific site. As a measure it helps determine how popular 
Media Literacy: Activities for independent communication via media in an information society, and the technologies and knowledge that support these activities (Source: digitalstorytelling)
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Inside this Media Literacy digest:
Foreverism - Foreverism encompasses the many ways that consumers and businesses are embracing conversations, relationships, and products that are never done.
Disaggregation of Higher Education - David Wiley draws a parallel between the disruption of the printing press 
The Kindle DX allows publishers to charge premium access for content. But is distributing locked-down, must-pay-for content through a proprietary platform a good strategy for content publishers?
Titles are being pushed into Kindle format as quickly as Amazon can handle the conversions and postings.
In a year in which print book sales are sluggish, the reduced price of Kindle-edition books offers publishers a discount-bin pricing strategy with zero inventory or print-on-demand 
In the last few years I have attended so many boring and useless online demos, tutorials and web presentations for new tools that I have been asking myself how is it possible that while we create tools and technologies that provide such powerful means of communicating and distributing information, we behave like primitives when it is our turn to use them for serious commercial or educational purposes.
News, blogs and social 
If you are looking for the best tools and services to stream live video from your own mobile cellular telephone, you have landed in the right place. This guide lists for you all of the available mobile live video streaming services available out there, while providing you with key information and comparative data about their key features and strengths.
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This is MasterNewMedia first guide to 
Media literacy is the ability to analyze and evaluate the media to which we are exposed; it is a complex subject. Although most of us suffer from sensory over-stimulation from media, most do not have the time, or do not take the time, to analyze the consequences of this exposure. (Source: University of New Mexico)
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Inside this Media Literacy digest:
Old Meets New - The 
Frequency capping has long been used as a method for helping advertisers to improve the performance and reach of their online advertising campaigns.
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In short, frequency capping allows the advertiser to limit the number of times a user sees a specific ad, resulting in increased return to the advertiser for every dollar spent.
While the benefits of frequency capping for advertisers are clear, frequency capping can result in significant challenges 
If you think your website is under a Google penalization because you suddenly disappeared from Google search results, you can file a reconsideration request to the Google team. In this video, the Google Webmaster Help Center shares some official tips to file your reconsideration request correctly and try to lift the Google penalization on your website.
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With the reconsideration request you can ask the Google team whether your website 
Why upload your video to multiple video-sharing sites and not stick to YouTube to promote your clips? A video published by distributing it to multiple video sharing sites can help you gain valuable inbound links helping your website gain extra visibility on search engines pages results. To guide you in finding the best software tools and web-based services to upload your clips to multiple video sharing sites here is a 
"Media literacy is an expanded conceptualization of literacy. By transforming the process of media consumption into an active and critical process, people gain greater awareness of the potential for misrepresentation and manipulation, and understand the role of mass media and participatory media in constructing views of reality." (Source: Wikipedia)
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Inside this Media Literacy Digest:
Where We Are Spending Time… - Facebook and Twitter are recording enormous increases in amount of 
As power is moving away from hierarchically-structured organizations to newer forms of collaborative, bottom-up, open-sharing approaches, what is organizational leadership to do to embrace such change without losing complete control of its traditional mandates?
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New media technologies have ushered us into a new extended environment in which the ability to share, exchange, collaborate and reach out are rewarded spontaneously by the system itself. Inside traditional organizations the forces 
What is best online publishing strategy for a struggling newspaper? Is it better to let online news content go out for free or to charge people to access it? The eternal Internet question is back and with a powerful sponsor behind it: Rupert Murdoch.
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If you haven't caught this story yet, It is only a few weeks back that all major international newspapers reported of Rupert Murdoch public statements 
Last updated - 20:23 Rome
Viral marketing scientist Dan Zarrella dug into the data on retweets and published some interesting stats about retweet behavior. These help us understand why people retweet things, and might help you too.
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Today a group of key trade groups released comprehensive privacy principles for use and collection of behavioral data in online advertising.
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What small business owners should do to increase their online visibility? While opinions vary, most experts agree about the importance of ranking high on Google's various organic search results.
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YouTube now allows for direct linking to HD streams, as well as easy embedding of same. While it wasn’t impossible before now to get an HD video by default on your page, or to link right to one, it required a little work.
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Google has finally added the ability to drag and drop emails into folders / labels some five years after launching the service.
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Over the last few years, Pingdom has established itself as a well-regarded uptime monitoring service, but until now, its services were only available to paying customers. Today, however, Pingdom launched a free version of its service.
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If you’re thinking about using a wiki in your team’s toolkit for the first time, keeping a few points in mind will help everyone get up and running without tripping over the changes that the wiki way brings to project documentation.
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The "about us"-page is one of the most overlooked pages in development and one of the highest ranked pages on many websites. We present 60 beautiful and effective about pages that engage users and neatly present their designers.
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We were just forwarded an e-mail conversation between a Twitter API team member and a third-party developer because the latter was using a UI for its web-based service that was admittedly very similar to Twitter’s web application.
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In addition to email uploads, Flickr now lets you Tweet out any photos directly from the site with a new official feature called Flickr2Twitter.
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Facebook has begun offering keyword suggestions for it's ads. This could go a long way to help advertisers better target Facebook users.
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Israel-based 6rounds thinks that there is a demand for a video platform that offers additional layers of fun, social interaction and utility on top of the basics of video conversations, and they’ve raised the necessary funds to bring the idea to market.
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The AdWords API team has announced today the launch of AdWords API v2009. v2009 offers more speed, scale, and flexibility to developers, at a lower cost.
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Arketi Group has released findings of a study on how journalists use the Internet. The web provides a great many resources to both online and offline journalists.
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Once you get past the “should my company be blogging” hurdle and into the “okay, so now what?” part of the race, the next question you might find yourself facing is, “What should I be doing to marry my blogging to my business goals?” If you’re in charge ...
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The Office Online website is an excellent resource to find high-resolution stock photographs, clip arts, GIF animations and other graphics that you can use in your PowerPoint presentations or Word Documents for free without having to worry about any ...
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YouTube is about to release a very important addition to its suite of advertising products: a semi-transparent pop-up that links viewers to any website you choose.
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Two free tools that anyone can use while setting up Google Analytics for your site. The tools below are pretty basic but are applicable to anyone tracking a campaign with an Analytics account.
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StumlbeUpon went from 5 million users last year to 8 million this year, and they are now drawing a more social userbase that is prone to sharing content.
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Users with good FICO scores might soon start seeing ads for more expensive luxury goods and services than those with lower scores, as Google has started to experiment with targeting ads based on users’ credit score.
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