Sunday, May 31, 2009

Just Sending Out a Much Needed *Hug*

With all these text messages, e-mails, facebook posts, twitter, and not to mention these blogs, we have no time for hugs. I had to post this article by the New York Times my sister sent me about how the world is going virtual and human contact is becoming ... cool?

For Teenagers, Hello Means ‘How About a Hug?’

There is so much hugging at Pascack Hills High School in Montvale, N.J., that students have broken down the hugs by type:

There is the basic friend hug, probably the most popular, and the bear hug, of course. But now there is also the bear claw, when a boy embraces a girl awkwardly with his elbows poking out.

There is the hug that starts with a high-five, then moves into a fist bump, followed by a slap on the back and an embrace.

There’s the shake and lean; the hug from behind; and, the newest addition, the triple — any combination of three girls and boys hugging at once.

“We’re not afraid, we just get in and hug,” said Danny Schneider, a junior at the school, where hallway hugging began shortly after 7 a.m. on a recent morning as students arrived. “The guy friends, we don’t care. You just get right in there and jump in.”

There are romantic hugs, too, but that is not what these teenagers are talking about.
Girls embracing girls, girls embracing boys, boys embracing each other — the hug has become the favorite social greeting when teenagers meet or part these days. Teachers joke about “one hour” and “six hour” hugs, saying that students hug one another all day as if they were separated for the entire summer.

A measure of how rapidly the ritual is spreading is that some students complain of peer pressure to hug to fit in. And schools from Hillsdale, N.J., to Bend, Ore., wary in a litigious era about sexual harassment or improper touching — or citing hallway clogging and late arrivals to class — have banned hugging or imposed a three-second rule.

Parents, who grew up in a generation more likely to use the handshake, the low-five or the high-five, are often baffled by the close physical contact. “It’s a wordless custom, from what I’ve observed,” wrote Beth J. Harpaz, the mother of two boys, 11 and 16, and a parenting columnist for The Associated Press, in a new book, “13 Is the New 18.”

“And there doesn’t seem to be any other overt way in which they acknowledge knowing each other,” she continued, describing the scene at her older son’s school in Manhattan. “No hi, no smile, no wave, no high-five — just the hug. Witnessing this interaction always makes me feel like I am a tourist in a country where I do not know the customs and cannot speak the language.”

For teenagers, though, hugging is hip. And not hugging?

“If somebody were to not hug someone, to never hug anybody, people might be just a little wary of them and think they are weird or peculiar,” said Gabrielle Brown, a freshman at Fiorello H. LaGuardia High School in Manhattan.

Comforting as the hug may be, principals across the country have clamped down. “Touching and physical contact is very dangerous territory,” said Noreen Hajinlian, the principal of George G. White School, a junior high school in Hillsdale, N.J., who banned hugging two years ago. “It was needless hugging — they are in the hallways before they go to class. It wasn’t a greeting. It was happening all day.”

Schools that have limited hugging invoked longstanding rules against public displays of affection, meant to maintain an atmosphere of academic seriousness and prevent unwanted touching, or even groping.

But pro-hugging students say it is not a romantic or sexual gesture, simply the “hello” of their generation. “We like to get cozy,” said Katie Dea, an eighth grader at Claire Lilienthal Alternative School in San Francisco. “The high-five is, like, boring.”

Some sociologists said that teenagers who grew up in an era of organized play dates and close parental supervision are more cooperative with one another than previous generations — less cynical and individualistic and more loyal to the group.

But Amy L. Best, a sociologist at George Mason University, said the teenage embrace is more a reflection of the overall evolution of the American greeting, which has become less formal since the 1970s. “Without question, the boundaries of touch have changed in American culture,” she said. “We display bodies more readily, there are fewer rules governing body touch and a lot more permissible access to other people’s bodies.”

Hugging appears to be a grass-roots phenomenon and not an imitation of a character or custom on TV or in movies. The prevalence of boys’ non-romantic hugging (especially of other boys) is most striking to adults. Experts say that over the last generation, boys have become more comfortable expressing emotion, as embodied by the
MTV show “Bromance,” which is now a widely used term for affection between straight male friends.

But some sociologists pointed out that African-American boys and men have been hugging as part of their greeting for decades, using the word “dap” to describe a ritual involving handshakes, slaps on the shoulders and, more recently, a hug, also sometimes called the gangsta hug among urban youth.
“It’s something you grow up doing,” said Mazi Chiles, a junior at South Gwinnett High School in Snellville, Ga., who is black. “But you don’t come up to a dude and hug, you start out with a handshake.”

Some parents find it paradoxical that a generation so steeped in hands-off virtual communication would be so eager to hug.

“Maybe it’s because all these kids do is text and go on
Facebook so they don’t even have human contact anymore,” said Dona Eichner, the mother of freshman and junior girls at the high school in Montvale.

She added: “I hug people I’m close to. But now you’re hugging people you don’t even know. Hugging used to mean something.”

There are, too, some young critics of hugging.

Amy Heaton, a freshman at Bethesda-Chevy Chase High School in Bethesda, Md., said casual social hugging seemed disingenuous to her. “Hugging is more common in my opinion in people who act like friends,” she said. “It’s like air-kissing. It’s really superficial.”

But Carrie Osbourne, a sixth-grade teacher at Claire Lilienthal Alternative School, said hugging was a powerful and positive sign that children are inclined to nurture one another, breaking down barriers. “And it gets to that core that every person wants to feel cared for, regardless of your age or how cool you are or how cool you think you are,” she said.

As much as hugging is a physical gesture, it has migrated online as well. Facebook applications allowing friends to send hugs have tens of thousands of fans. Katie Dea, the San Francisco eighth grader, as well as Olivia Brown, 11, who lives in Manhattan and is the younger sister of Gabrielle, the LaGuardia High freshman, have a new sign-off for their text and e-mail messages: *hug.*


By SARAH KERSHAW
Published: May 27, 2009

Wednesday, May 27, 2009

How to... Social Media Optimize

Keeping tabs on your social network? Below is an article on how to optimize your social media websites such as Twitter.

Are You Optimizing Your Social Media Profile?


By Chris Crum from WebProNews.

Tuesday, May 26, 2009

Social Media Campaign Tracking by Google Analytics

Looks like Social Media is the new black, and its here to stay. Below is an interesting article reflecting Google Analytic's great job at tracking Social Media Campaigns. Check out how the Lollapalooza Music Festival used Event Tracking and Campaign Tagging, to help them arrive at some impressive insights.

Lollapalooza Tracks Social Media Campaigns with Google Analytics

Let’s face it: Social media is here to stay, and day by day it continues to encroach on nearly every aspect of our online lives. But to publishers, promoters, advertisers and site owners, there’s one essential question left hanging in the air long after the race to join the social media crowd: “Is it working?”

This year’s Lollapalooza Music Festival is using Event Tracking and Google Analytics to find out.

Social Media Applications

There may not be a more perfect application of social media than promoting a music festival, and
C3 Presents, (the folks behind Lollapalooza) came up with some good ways to capitalize. This year’s lineup page alone features a Facebook Connect application to maintain and share personal lineups, MySpace blog, bulletin and site postings, Twitter updates and email sharing, and AddThis social bookmarking.

“You don’t find anyone who thinks social media is a bad idea, but the questions on our minds are, ‘what is this doing for our fans and what kind of return are we getting back on this investment?’” says Michael Feferman of C3 Presents.

Questions to Answer

As with any successful web analytics strategy, this one started out by posing the questions that Google Analytics should answer. Specifically:


  • Who’s using these sharing and social media outlets? Are they benefiting?
  • Which ones are being used the most and what are their applications?
  • Does social media make a visitor more likely to buy a ticket?
  • Are we driving more traffic to our site as a result?
  • Are we driving more sales and revenue?

WebShare, a Google Analytics Authorized Consultant, was brought in to help implement and configure Google Analytics to help answer these questions. Measuring the impact of social media for Lollapalooza has two sides:

  • The impact on those who use social media applications while on the site
  • The impact of those who arrive at the site as a result of social media

The Implementation

Event Tracking and Campaign Tagging were employed in order to provide the data required to answer these questions.

Event Tracking

While a user is on the site, events “fire” as the visitor interacts with the various social media applications. Lollapalooza tracks when sharing applications are clicked, when users log into Facebook accounts via Facebook Connect and perform various actions, and when visitors register or log into their Lollapalooza accounts.

Drilling down into the event categories, actions and labels reveals even more about user behavior, and coupled with the secondary dimensions and pivot tables that were recently announced, we can answer some very detailed questions, like:

How much revenue and how many transactions resulted from visitors in Chicago that used Facebook Connect and found the site via the keyword “lollapalooza 2009”?

Campaign Tagging

In order to track visitors arriving at the site as a result of social media, links that are generated and shared are tagged with unique values to define campaign parameters. The reports and segmentation options of Analytics then help us understand these visitors and their value in terms of Goal and Ecommerce conversions.

When visitors share via Twitter, for example, a pre-populated message with a bit.ly compressed link is used that includes Google Analytics campaign tag parameters:

When followers of this user click on the link, Google Analytics attributes the visit to a source of “twitter” and a medium of “share”. This data is then available in our reports, and we can answer questions like:

What kind of revenue and ticket sales resulted from Twitter sharing yesterday?

The Results

The data continues to roll in, but some impressive insights have been gained so far:

  • Over 2/3 of the traffic referred from Facebook, MySpace and Twitter is a result of sharing applications and Lollapalooza’s messaging to its fans on those platforms.
  • Users of the social media applications on Lollapalooza.com spend twice as much as users that don’t.
  • “Fan Engagement” metrics such as time on site, bounce rate, page views per visit and interaction have seen significant boosts across the board as a result of social media applications.

More details and findings are available on C3's digital marketing blog.

“This kind of data is fantastic,” says Michael. “Not only does it help us give our fans what they want, it let’s us know how they respond to it and tells us that these efforts are worth it.”

Other Resources

To learn more about the reports, configurations and features highlighted in this post, take a look at the following resources:

Posted by David Booth of WebShare, a Google Analytics Authorized Consultant