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• Most scalable way of serving a small set of static HTTP content

  - by Ekevoo

  The story: Hi guys. I'm among the people responsible for serving the results of the most anticipated (by number of people participating) annual entrance exam in my state. As such, when our results are published, the interest is overwhelming. In the past we delegated the responsibility of serving the results to the media, but that spoils a little the officialness of these results. This year we went with a little (long overdue) experiment of using lighttpd instead of Apache as well as other physical network optimizations I wasn't directly involved with. The results were very satisfactory. The server didn't choke even once, nor we saw any of the usual Twitter complaints on unavailability and/or slowness that were previously common. However, because we still delegated the first publication of the results to the media I'm still not 100% sure we can handle the load of actually publishing the results first. The question: Now because these files are like 14MB in total and a true lightweight Linux distribution isn't that big either, I'm thinking: what if next year we run full RAMdrive? Is there any? Is that useful? Is that worth it for a team that uses Debian almost exclusively? Are there other optimizations that I should be focusing on instead?

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• What is Paging in memory management?

  - by Fasih Khatib

  I was just reading Operating System Principles by Silberschatz et al when I came across paging in memory management.I'm slightly confused about it. It states that Physical Memory(I assume it's RAM) is divided into frames, and logical memory is divided into pages. CPU generates logical addresses containing page number and an offset. This page number is used to retrieve the frame number from a page table which gives the base address so the physical address is calculated as base+offset. My question is: is the page table maintained for every process? I logically think that the answer would be yes as every process will need to map its own pages to frames. I may be wrong. Please clarify. Also: paging and segmentation(where 'holes' are created in memory) are two totally different techniques that are not used in combination. Correct?

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• Automatic Server Management

  - by Radoslav

  I try to find any kind of automatic management services. What I mean: I purchase dedicated server. Login SSH and install any kind of Daemon. Control security, tune LAMP stack, monitoring etc. from dashboard. Never touch SSH and login in to the server. Pay every month for this service. I already find few providers, but they support only EC2 cloud servers. If you can suggest me anything for dedicated machines? If not- I need to hire anyone for 5h Administrator and 715h "Box-Watcher" every month :|

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• When is it too late to go back to coding from a management role? [closed]

  - by LeoLambrettra

  Problem solving keeps the mind sharp and if you are like me then it makes you happy. But what if you went from coding up to Team Lead and then to Project Manager? I have a team of 12 and on a good salary but lately have been thinking that the politics and admin tasks of being middle level management in an Investment Bank is not the right path to happiness. I used to be able to design and code as well as manage but lately it's all budgets, admin tasks and people problems. At 39 is it too late to go be a senior developer again? Basically - Team Lead in a flat structure with good people rocks. But if half your team is offshore then it loses something - There's a lot of politics in Project Management and so many meetings that even if you want to code you start letting your team down by missing deadlines and only suited for small units of work The coding skills haven't gone so to pick up WCF services it just takes a bit of reading and then playing around. I reckon I could switch to a Hedge Fund and go back to developing and be far happier and get more money. My 2 doubts though are 1. Mid life crisis in that I'd get bored with coding again 2. Or maybe I'd like it but there aren't many dev jobs for 40+ so I'd be throwing away a high level management role that took 7 years at thee one bank to get to0 Anybody else made to switch back and survived?

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• Oracle UCM Integration with WebCenter

  - by john.brunswick

  Portal deployments always contain some level of content that requires management. Like peanut butter and jelly, the ying and yang, they are inseparable. Unfortunately, unlike peanut butter and jelly content and portals usually require that an extensive amount of work be completed to create a seamless experience for end users who will be serviced by the portal, as well as for users who will be contributing and managing the content. With WebCenter Suite Oracle has understood this need and addressed it by including Universal Content Management (UCM, formerly Stellent) licensing to allow content to be delivered into the portal from a mature, class-leading content management technology. To unlock the most value from this content technology, WebCenter portal technology can leverage a series of integration strategies available through its open standards support, as well as a series of native components to enable content consumption from UCM. This have been done to enable IT teams to reduce solution deployment time and provide quick wins to their business stakeholders. The ongoing cost of ownership for the solution is also greatly reduced through these various integrations. Within this post we will explore various ways in which the content can be Contributed through out of the box interfaces Displayed natively within the portal (configuration) Exposed programmatically (development) The information below showcases how to quickly take advantage of WebCenter's marriage of content and portal technologies, then leverage various programmatic integrations available with UCM.

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• Why was Oracle Enterprise Taxation Management renamed to Oracle Enterprise Taxation and Policy Management?

  - by Paula Speranza-Hadley

  Ø       Some of you may wonder why we changed the product name from Oracle Enterpraise Taxation Manament (ETM) to Oracle Enterprise and Policy Management(ETPM).   When Oracle added a limited use license for Oracle Policy Automation to the Oracle Enterprise Taxation Management license, the license was re-named to Oracle Enterprise Taxation and Policy Management.  Ø     When referring to versions 2.2 and prior, the proper name is Oracle Enterprise Taxation Management (ETM) Ø     When referring to versions 2.3 and later, the proper name is Oracle Enterprise and Policy Management (ETPM) Ø     To take advantage of the limited use license for Oracle Policy Automation, customers must transition from the ETM license to the ETPM license.  However, they can remain on their ETM license if they are not going to take advantage of Oracle Policy Automation features.  

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• Changing the Game: Why Oracle is in the IT Operations Management Business

  - by DanKoloski

  v\:* {behavior:url(#default#VML);} o\:* {behavior:url(#default#VML);} w\:* {behavior:url(#default#VML);} .shape {behavior:url(#default#VML);} Normal 0 false false false EN-US X-NONE X-NONE MicrosoftInternetExplorer4 /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Calibri","sans-serif"; mso-bidi-font-family:"Times New Roman";} Next week, in Orlando, is the annual Gartner IT Operations Management Summit. Oracle is a premier sponsor of this annual event, which brings together IT executives for several days of high level talks about the state of operational management of enterprise IT. This year, Sushil Kumar, VP Product Strategy and Business Development for Oracle’s Systems & Applications Management, will be presenting on the transformation in IT Operations required to support enterprise cloud computing. IT Operations transformation is an important subject, because year after year, we hear essentially the same refrain – large enterprises spend an average of two-thirds (67%!) of their IT resources (budget, energy, time, people, etc.) on running the business, with far too little left over to spend on growing and transforming the business (which is what the business actually needs and wants). In the thirtieth year of the distributed computing revolution (give or take, depending on how you count it), it’s amazing that we have still not moved the needle on the single biggest component of enterprise IT resource utilization. Oracle is in the IT Operations Management business because when management is engineered together with the technology under management, the resulting efficiency gains can be truly staggering. To put it simply – what if you could turn that 67% of IT resources spent on running the business into 50%? Or 40%? Imagine what you could do with those resources. It’s now not just possible, but happening. This seems like a simple idea, but it is a radical change from “business as usual” in enterprise IT Operations. For the last thirty years, management has been a bolted-on afterthought – we pick and deploy our technology, then figure out how to manage it. This pervasive dysfunction is a broken cycle that guarantees high ongoing operating costs and low agility. If we want to break the cycle, we need to take a more tightly-coupled approach. As a complete applications-to-disk platform provider, Oracle is engineering management together with technology across our stack and hooking that on-premise management up live to My Oracle Support. Let’s examine the results with just one piece of the Oracle stack – the Oracle Database. Oracle began this journey with the Oracle Database 9i many years ago with the introduction of low-impact instrumentation in the database kernel (“tell me what’s wrong”) and through Database 10g, 11g and 11gR2 has successively added integrated advisory (“tell me how to fix what’s wrong”) and lifecycle management and automated self-tuning (“fix it for me, and do it on an ongoing basis for all my assets”). When enterprises take advantage of this tight-coupling, the results are game-changing. Consider the following (for a full list of public references, visit this link): British Telecom improved database provisioning time 1000% (from weeks to minutes) which allows them to provide a new DBaaS service to their internal customers with no additional resources Cerner Corporation Saved $9.5 million in CapEx and OpEx AND launched a brand-new cloud business at the same time Vodafone Group plc improved response times 50% and reduced maintenance planning times 50-60% while serving 391 million registered mobile customers Or the recent Database Manageability and Productivity Cost Comparisons: Oracle Database 11g Release 2 vs. SAP Sybase ASE 15.7, Microsoft SQL Server 2008 R2 and IBM DB2 9.7 as conducted by independent analyst firm ORC. In later entries, we’ll discuss similar results across other portions of the Oracle stack and how these efficiency gains are required to achieve the agility benefits of Enterprise Cloud. Stay Connected: Twitter |  Face book |  You Tube |  Linked in |  Newsletter

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• Access Control Management Tool ACM.exe

  - by kaleidoscope

  The Access Control Management Tool (Acm.exe) is a command-line tool you can use to perform management operations (CREATE, UPDATE, GET, GET ALL, and DELETE) on the AppFabric Access Control entities (scopes, issuers, token policies, and rules). Basic Syntax The command line for Acm.exe follows the basic pattern of verb-noun. For example: acm.exe <command> <resource> [-option:<option value>] This tool will automatically generate random keys, which helps ensure that they can't easily be guessed by an attacker. Note that ACM.EXE is a thin wrapper around a REST Web Service (the AC management service). That helps to remember the commands it accepts, which are the typical resource management commands for a REST service: · Get(All) · Create · Update · Delete ACM.EXE.config file can be used to configure Host, Service and the Management key for a Service Namespace. Geeta, G

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• Oracle Transportation Management 6 Essentials (1Z1-578) Certified Implementation Exam Is Available In Beta

  - by swalker

  The Oracle Transportation Management 6 Essentials (1Z1-578) exam beta, available until December 23, is designed for individuals who possess a strong foundation and expertise in selling or implementing Oracle Transportation Management solutions. This certification exam covers topics such as OTM Core Functionality and Shipment Planning Overview, Fleet Management and Payment, Agents, Multi-Legs, Multi-Stops and Workflows. Up-to-date training and field experience are recommended. The Oracle Transportation Management Implementation Specialist certification recognizes OPN members as OPN Certified Specialists. This certification differentiates OPN members in the marketplace by providing a competitive edge through proven expertise, and helps the OPN member's partner organization qualify for the Oracle Transportation Management Specialization. Take advantage of a free exam now and send your request for a beta exam voucher to [email protected].

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• Window Management for Mac OS X

  - by Paolo Maffei

  Ok, I feel dumb. I've put many hours into this and found nothing, yet. When I was using Windows I had this little tool called WinSplit Revolution. What it did was letting you divide your screen into how many and of how much size you choose "virtual monitors". You set one time of you want to divide your monitor, then everytime WinSplit is opened the monitor is automatically divided into Virtual Monitors. Screenshots: http://www.google.com/images?hl=en&q=winsplit%20revolution&um=1&ie=UTF-8&source=og&sa=N&tab=wi&biw=1045&bih=499 I'm now using a 30' which i want almost always divided into 4 equal size "virtual monitors" (plus my mbp 13' those will be 5 1280x800 virtual monitors) Now I've switched to Mac OS X and can't find anything that does just this efficiently. I tried Divvy but I found no way to divide my screen into arbitrary "virtual monitors", I need a couple of clicks to select a 3x3 space on a 9x9 grid. Before starting coding something like this can you tell me if you already know of some software that does window management like this?

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• Sharing disk volumes across OpenVZ guests to reduce Package Management Overhead

  - by andyortlieb

  Is it feasible to create a single "master" OpenVZ guest who would only be used for package management, and use something like mount --bind on several other OpenVZ guests sort of trick them into using the environment installed by the master guest? The point of this would be so that users can maintain their own containers, and yet stay in sync with the master development environment, so they'll always have the latest & greatest requirements without worrying too much about system administration. If they need to install their own packages, could put them in /opt, or /usr/local (or set a path to their home directory)? To rephrase, I would like several (developer's, for example) OpenVZ guests whose /bin, /usr (and so on...) actually refer to the same disk location as that of a master OpenVZ guest who can be started up to install and update common packages for the environment to be shared by all of this group of OpenVZ guests. For what it's worth, we're running Debian 6. Edit: I have tried mounting (bind, and readonly) /bin, /lib, /sbin, /usr in this fashion and it refuses to start the containers stating that files are already mounted or otherwise in use: Starting container ... vzquota : (error) Quota on syscall for id 1102: Device or resource busy vzquota : (error) Possible reasons: vzquota : (error) - Container's root is already mounted vzquota : (error) - there are opened files inside Container's private area vzquota : (error) - your current working directory is inside Container's vzquota : (error) private area vzquota : (error) Currently used file(s): /var/lib/vz/private/1102/sbin /var/lib/vz/private/1102/usr /var/lib/vz/private/1102/lib /var/lib/vz/private/1102/bin vzquota on failed [3] If I unmount these four volumes, and start the guest, and then mount them after the guest has started, the guest never sees them mounted.

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• Drupal 6: Drupal Themer gives same candidate name for different type of content types

  - by artmania

  Hi friends, I'm a drupal newbie... I have different type of contents like News, Events, etc. and their content is different. News detail page has title-content text-date. but Events detail page has title-date-content text-location-speaker-etc. So I need different layout page for these different types. So, I enabled Drupal Themer to get a candidate name. for events page, it gave me page-node.tpl.php and it gives same for News page as well :( how can I separate these pages? I expected sth like page-event-node.tpl , but no... :/ Drupal Themer also give unique candidate name for event page like page-node-18.tpl.php but it doesnt mean anything since I can not create a general layout for all events by this node name. :( Appreciate helps so much!! Thanks a lot!!!

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• ASP.NET content incode id

  - by WtFudgE

  Hi, I recently started using Masterpages, the thing is I would like to add text in code to an asp:Content tag. So my content page markup code is: <%@ Page Language="C#" MasterPageFile="~/Template.Master" AutoEventWireup="true" CodeBehind="Default.aspx.cs" Inherits="ASP_Test_WebApp.Default" %> <asp:Content id="TEST" ContentPlaceHolderID="Main" Runat="Server" /> So now I would like to add Contents to the "TEST" id incode. But my in code doesn't recognize TEST. If I don't use a masterpage and I give an id to a tag my in code reconigzes it, but now that I started using masterpages it doesn't. What am I doing wrong? Thx

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• Get foreign key in external content type to show up in list view

  - by Rob

  I have come across blogs about how to setup an external content type (e.g. http://www.dotnetmafia.com/blogs/dotnettipoftheday/archive/2010/02/02/it-s-easy-to-configure-an-external-list-with-business-connectivity-services-bcs-in-sharepoint-foundation-2010.aspx) but I have not seen any examples of what to do when your external SQL DB has foreign keys. For example. I have a database that has orders and customers. An order has one and only one customer and a customer can have many orders. How can I setup external content types in such a way that when in the list view of these external content types, I can jump between and possible lookup values to that other type?

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• Variable height header with scrollable content area filling remaining viewport area

  - by Neutrino

  I've seen versions of this simple problem raised a dozen times here and elsewhere on the web, but I haven't seen a solution that works for me yet so I'm asking it again. I want a webpage with a variable height full width header (height based on contents). Below that I want a content area that fills the rest of the browser viewport. If the content is larger than the remaining space in the viewport then I want the content area to scroll. I don't need this to work on IE6. I don't care whether the solution uses CSS, tables or a mixture of the two, just no frames and no Javascript. For a bonus point fix a variable height footer to the bottom of the page.

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• IIS7 - Specifying content-length header in ASP causes "connection reset" error

  - by MisterZimbu

  I'm migrating a series of websites from an existing IIS5 server to a brand new IIS7 web server. One of the pages pulls a data file from a blob in the database and serves it to the end user: Response.ContentType = rs("contentType") Response.AddHeader "Content-Disposition", "attachment;filename=" & Trim(rs("docName"))&rs("suffix")' let the browser know the file name Response.AddHeader "Content-Length", cstr(rs("docsize"))' let the browser know the file size Testing this in the new IIS7 install, I get a "Connection Reset" error in both Internet Explorer and Firefox. The document is served up correctly if the Content-Length header is removed (but then the user won't get a useful progress bar). Any ideas on how to correct this; whether it be a server configuration option or via code? Thanks.

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• Content-Length header not returned from Pylons response

  - by Evgeny

  I'm still struggling to Stream a file to the HTTP response in Pylons. In addition to the original problem, I'm finding that I cannot return the Content-Length header, so that for large files the client cannot estimate how long the download will take. I've tried response.content_length = 12345 and I've tried response.headers['Content-Length'] = 12345 In both cases the HTTP response (viewed in Fiddler) simply does not contain the Content-Length header. How do I get Pylons to return this header? (Oh, and if you have any ideas on making it stream the file please reply to the original question - I'm all out of ideas there.)

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• dynamic silverlight content

  - by Jeremy

  I am starting a silverlight project where I have tests for students to complete. I want to have some sort of framework so I can build the tests and store them in a database, delivering the content dynamically so I can continually develop new types of tests without having to re-deply the application. The content will have to be more than just xaml, as there may need to be some logic to determine if answers are correct, or to do some random generation of questions. I'm looking for suggestions on how to go about building a framework that supports this. Are there some best practices, or examples? Should each test type just be a seperate silverlight control, or should I use 1 silverlight "container" application that can display dynamic content?

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• How to make drupal known submitting custom content

  - by Andrew

  Hi, I know this is not a drupal forum but, as I’m not getting any response there, I decided to give it a shot here. I’m creating a web site that accepts custom content from users. So, for that matter, this site has a form and a custom module. Instead of using admin theme, this form is placed inside custom template which is created to have a uniform look with the rest of the pages. As a result, creating form elements through hook_form is out of question. Here’s where my problems lie. As this form uses custom theme, I’m not sure as to what can I do to make drupal know that user is submitting new content data when the form is submitted? Would I need to use same query string that of content submission page of admin page like - ?q=node/add/page for action attribute of the html form? (OR) the only way is to map the url to my custom function and invoke some sort of hook inside of it? Thanks

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• content management system

  - by Farax

  I am building a website for a client who needs a content management system to go with it. The client requires features such as content staging, approving process before publishing a page, provision for templates (changing which changes the lay out for the whole website), entry and expiry dates for pages and content search. I am planning to use an existing opensource CMS for the work but I am confused as to which one should it be. I need help in deciding whether this approach is good or should i develop my own CMS? and if I do use an opensource one, which one is extensible and customisable enough using .NET?

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• Best photo management software?

  - by Niels Basjes

  Hi, What I would like is a single piece of software (or a smart combination of tools) that allow me to manage my photos in a better way than what I've found so far. 1. Tags Primarily I need a way of tagging the images. So I can manually tag photos the same way we tag questions here at SO/SF/SU. I want this software to place a lot of the tags automagically (obvious things like date and resolution). 2. Face recognition What I would really like is that this software has a feature that it can recognize faces in images and places tags with the name of the person. So far I've only heard of one online photo system that can do that (Picasa) and not yet of any offline tool. 3. Version database I must have some way of having a central GIT/SVN/... that contains all images. I have had a harddrive corruption a few years ago and it took me a long time to figure out which images had been damaged. I always want to be able to go back to what the camera produced. 4. Website I want to be able to generate a website (few 'tag' specific websites) based on the actual content. 5. Easy bulk uploading Many photo tools have a one on one uploading option. I prefer simply 'throwing' my images on a file server under Linux (Samba) and let the system automagically integrate, tag, recognize, etc. all images. Ok, I know these are a bit much. Perhaps you guy's have some suggestions about existing tools that can make this possible. Or even a complete system that does this. EDIT: To clarify on the OS. I prefer Linux for any 'server' task and Windows XP for any 'desktop' task. Thanks for all your input. Niels Basjes

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• Five Point Partners Reviews Oracle Utilities Mobile Workforce Management 2.0

  - by caroline.yu

  Oracle recently provided Five Point Partners, Research and Analysis Division's Warren B. Causey and Bart Thielbar a one-hour briefing of Oracle Utilities Mobile Workforce Management 2.0. Based on that briefing, Warren and Bart provided an evaluation of the new software. The review notes that this is the first major rewrite of a mobile system. Oracle Utilities has made numerous updates in structure, architecture and functionality to the software that should well-position Oracle Utilities Mobile Workforce Management 2.0 for the current utility market. Additionally, the reviewers noted that one of the most significant improvements in the new version of Oracle Utilities Mobile Workforce Management is that it has moved to the same Java technical stack of other Oracle Utilities products. Utilities can deploy the software in multiple environments including Linux, Unix and Windows. This will simplify integration with existing Oracle products, as well as with other systems, thus potentially lowering cost of installation and ownership for utilities. Overall, Warren and Bart note that Oracle Utilities now has an impressive, state-of-the-art mobile workforce management system that utilities can readily deploy in a bundle with other Oracle solutions, or use as a stand-alone system with relatively easy integration to other utility systems. They state that Oracle Utilities Mobile Workforce Management 2.0 should significantly strengthen Oracle's competitive position in the mobile workforce management solution space. To take a look at the full review, click here.

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• Management Reporter Installation – Lessons Learned

  - by Ryan McBee

  After successfully completing several installations of Management Reporter this year, I wanted to share a few lessons learned that should help you. First, you will want to make sure that you install Management Reporter under a domain account as opposed to a local system or network service account. Management Reporter gives you the option to install under these accounts, but it is a be a best practice approach to use a domain account. Upon installation of Management Report, you will want to make sure that Directory Browsing is enabled within the IIS server of your site or you will have problems when you go to use Management Reporter. By default, it will be disabled in Server 2008 R2 and you will need to make the setting change under the Actions pane shown below. Lastly, you will want to make sure that SQL Server is running under a domain account. I have had multiple situations where reports have been stuck in the Queued status rather than Processing status of Management Reporter. After reviewing resolution 5 of KB 2298248, it was determined that running SQL Server under a domain account is the way to go.

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• Content Challenge: You Can Only Get it Here

  - by Mike Stiles

  Part of the content conundrum for brands is figuring out what kind of content customers would find cool, desirable, and relevant. The mere fact many brands have no idea what this content might be is, in itself, pretty alarming. You’d have to have a pretty thorough lack of involvement with and understanding of your customers to not know what they might like. But despite what should be a great awakening in which consumers are using every technology and trick in the book to shield themselves from ads and commercials, brand self-obsession continues as marketers concentrate on their message, their campaign, what they want to say, and what they want social users to do. When individuals conduct themselves in that same fashion on Facebook and Twitter, it gets tiresome and starts losing value pretty quickly. Their posts eventually get hidden. Conversely, friends who post things that consistently entertain or inform, with little self-marketing desperation involved, win the coveted “show all updates” setting. Of course brands are going to use social to market. It’s pretty much the point of having social in the marketing mix. And yes, people who follow a brand’s Twitter account or “Like” a brand’s Facebook Page implicitly state they want to know what’s going on with that brand’s products and services. But if you have a Facebook friend that assumes you want every one of her posts to be about what wine she likes (Mitsubishi’s current campaign is even based around weeding out pretentious Facebook friends, then running them over), then you know how it must feel for your fans and followers to get a sales pitch for your crackers or whatever you’re selling every single time. Is there such a thing as content that doesn’t sell but that still advances the brand and makes the consumer more involved and valuable? Of course. And perhaps there are no better companies than enterprise brands to do it. Enterprise organizations are large enough to go beyond a product and engage readers/viewers at higher, broader levels…communicating expertise across entire sectors, subjects and industries. You’re going from pitchman to news source, and getting full credit for it as the presenter. A recent GigaOM article pointed out the success a San Francisco-based startup called Crunchyroll is having. Their niche (and they proudly admit it’s a niche) is providing Japanese anime, Korean drama and Asian live action content to countries that can’t get it any other way via licensing deals. Shows are available in HD and on the same day they air in the host country. Crunchyroll not only gets 8 million viewers a month, they have 100,000 paying subscribers at $7-12/month. Got a point, Mike? I do happen to have one. Crunchyroll illustrates the content opportunity enterprise companies have…which is to determine your “area,” the interest graph of your customers, then provide content that speaks to and satisfies those interests that can’t be found anywhere else. At least not in the same style, or of the same quality, or with the same authority. Do what no one else is doing. Provide what no one else is providing in your sector. If underserved users are willing to pay monthly for access to awkwardly moving cartoon dragons, imagine the audience you could attract with free, useful, non-sales content in your customers’ area of interest. It’s an audience you’ll want in place when the time does come to put out that marketing message. A content challenge is better than a content conundrum any day.

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• The Social Content Conundrum

  - by Mike Stiles

  Here’s the social content conundrum: people who are not entertainers are being asked to entertain. Despite a world of skilled MBAs, marketing savants, technological innovators, analysts, social strategists and consultants, every development in social for brands keeps boomeranging right back to the same unavoidable truth. Success hinges on having content creators who know how to entertain the target audience. You can’t make this all about business-processes. You can’t make this all about technology, though data is critical and helps inform content. This is about having human beings who know the audience, know what they’d love to see, and can create the magic that will draw and hold them. Since showing up in the News Feed is critical for exposition and engagement, and since social ads primarily serve to amplify content that’s performing well, I’m comfortable saying content creators are becoming exponentially recruited and valued. They will no longer be commodities. They’ll be your stars. Social has fundamentally changed the relationship between brand and consumer. No longer can the customer be told to sit down, shut up, and listen to our ads. It’s now all about what consumers are willing to watch or read. Their patience for subjecting themselves to material they aren’t interested in is waning. Therefore, brands must now be producers of entertainment and information content, not merely placers of ads within someone else’s content. Social has given you a huge stage, with an audience sitting out there waiting to see what you’re going to do. What are you putting on that stage? For most corporate environments, entertaining is alien. It’s risky and subjective. Most operate around two foundational principles: control and fear. To entertain and inform with branded content, some control has to go. You control the product. Past that, control is being transferred into the hands of the consumer. The “fear first” culture also has to yield. If you strive to never make waves, you will move absolutely nothing. Because most corporations don’t house entertainers, they must be found then trusted. They’re usually a little weird. The ideas they’ll bring may seem “out there.” But like any business professional, they’ve gone through the training and experiences that make them uniquely good at what they do, even if you don’t quite understand them. It’s okay. It’s what the audience thinks that matters. Get it right, and you’ll be generating one ambassador after another who’s proud to be identified with the brand and will regularly consume and share your content. Entertainment entities are able to shape our culture and succeed beyond their wildest dreams by being beholden to one thing…what the public likes and wants. When brands put the same emphasis on crowd-pleasing content, they too will enjoy brand fame the likes of which they’ve never seen. The stage is yours. Now get out there and go for that applause.

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