Google Authorship: What it was and Why it Failed

Back in 2011, Google's social network Google+ launched. In addition to the network, they initiated an "Authorship" feature, which seemed to tie to Google+ as a ranking signal assistant to social media influencers in Google search.

As of August, however, Google decided to end its Authorship program. 

What was it?
Authorship allowed content creators to connect their blog posts, articles, videos, and other content to their Google+ profiles. Google search results would then display said creators' profile photo next to  their content with a “rich snippet.” This verified the authors of posting original content and proving ownership their of it.

It was idyllic, in theory.

Why did Google Authorship Fail?

• Low Adoption Rates: Apparently, of the Top 50 Most Influential in Social Media, only 30% had set up an Authorship connection. A survey conducted later by Barry Schwartz found an even lower adoption rate of 9%. What's more, 17 of the 50 were already gaining traction from the the rich snippet author result without the use of Authorship. Although Google made a step forward in surfacing worthwhile content, not enough people knew about (or knew how to work) the Authorship program.

•  Low Value: John Mueller, of Google Webmaster Tools, stated that the presence of Authorship snippets (think the little blue check mark on a Twitter bio reflecting a "verified" account)  was making little difference in a user's click behavior on search result pages. 

My thoughts? 
A few reasons I think Authorship didn't bode well overall is because of the time needed to learn implementing something called "rel=author markup usage." Authors may have not found Authorship very important or influential, didn't want to create a Google+ profile or give *too* much information to Google. Maybe they simply didn't have knowledge of or experience with SEO (search engine optimization). Rather, they focus on consistency in use of keywords and phrases across their platforms and messages. Maybe that is the real moral of the story here.

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It's official... I'm a social media-er!

Pardon me for not even getting three weeks into my blogging before falling off the face of the earth this last week. I've been hit with the whirlwind called Life,visiting family in NYC and moving into a new place across town. Nevertheless, here I am with a quick post of good news!

I recently accepted a position with UF/IFAS Communications as their new Social Media Communications Manager! As such, I'll be their main communication specialist managing the main UF/IFAS social media presence and helping oversee the more than 300 UF/IFAS social media accounts across the state of Florida. Some of my responsibilities will include strategy, content, analytics and measurement, site approvals and training.

I am honored and humbled by the opportunity to apply my curriculum and new skill set to the position. In preparation, I've been reading up on all kinds of blogs to ease my anxieties (I know more than I'm willing to admit TBH!) I can't wait to learn the realities and practicalities of all things social media!

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Identifying Emotional Distress on Social Media

Maybe it was hearing news of the late Robin Williams' passing, or the countless photos I saw on my Instagram feed in honor of World Suicide Prevention Day last Wednesday, but the topic of emotional distress weighs heavily upon me. I have not personally experienced the loss of a loved one by suicide, but I have witnessed the pain and debilitating effects of such a loss. And as a social media user and marketer I feel a social responsibility in doing all that I can to identify emotional distress on social networks.

The Social Media Monthly posted an article today about Facebook and Instagram's significant roll-out aimed to help users recognize signs that a friend may be in need of help and how to connect them with available resources and assistance. So many times we (myself included) scroll upon troubling posts online and think nothing of them or that these individuals are being "melodramatic." But this is a perfect opportunity to recognize when potentially life saving action could and SHOULD be taken.

I appreciate and wholeheartedly support these networks' efforts to raise awareness and educate their users about mental health, and preventing suicide not only among college and university students, but any at-risk individual. The more resources made available to help family and friends identify when someone is distressed and determine the appropriate course of action could mean saving a life. No one is exempt, and I'd do anything to help someone I love.

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Colors Connect with Consumers

Without thinking twice you can tell me what color is used for the Target logo or McDonald's infamous arches. These are just two examples of companies/brands that strategically use color to appeal to customers.

Colors influence how consumers view the "personality" of a brand. According to a study called Impact of Color in Marketing, researchers found that up to 90% of snap judgments made about products can be based on color alone. Take a look at the Emotion Guide to the right  and the overall feeling associated with each color.

The psychology behind colors in branding is based on things like color coordination, stark visual contrasts, and on color preferences by gender. My favorite example for this is the ruggedness associated with the Harley-Davidson brand. It obviously wouldn't attract the same audience if the logo had pink and glittery! There's a reason for that - men prefer bight colors and for Harley-Davidson, men make up a larger percentage of their ideal buyers.

I especially enjoyed Marketo's True Colors Infographic as it detailed consumer reactions to different colors and for which industry those colors were most popular. There isn't an easy, clear-cut set of guidelines for choosing your brand's colors, but the colors used in your logo, website landing pages, and product are definitely worth your consideration.

Can you think of another brand or product where color helped it achieve its biggest impact? Leave a comment below!

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