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With Twitter firmly established as the "conversation place to be," marketers are beginning to look for where they fit in. And that means tools. For the uninitiated, Twitter is a service that lets individuals exchange 140-character messages-via computer or mobile device-with groups of "followers." The result is a fast-and-loose, multidimensional conversation that falls somewhere in between blogging and text messaging, happening in real time between millions of users around the world. Luckily, the Web interface for Twitter.com is just the start of many ways to interact with and glean intelligence from Twitter conversations. There is big potential value for tapping into the Twitter-stream for insights into what customers are saying about your company's brand and its market. "Millions are leaning on Twitter pretty hard as a way to network and communicate with contacts new and old," said John Jatsch, a social marketing expert and operator of Duct Tape Marketing. He added that marketers have many options for how to use Twitter, including connecting with customers, monitoring conversations and testing new ideas. To use Twitter to its fullest, b-to-b marketers should consider using the following handful of tools and services: ??Twitter clients. It doesn't take long for most Twitter users to move beyond using Twitter.com to post and monitor their posts or "tweets." There are much more powerful tools at your disposal for reading, filtering, searching and posting to Twitter.com. The list of Twitter clients includes popular Mac client Twitterific; Adobe Air-based clients such as Twhirl, Tweetr and Spaz; Firefox add-ons like Twitterfox and TwitBin; and software that lets you track multiple social engines-such as Facebook, FriendFeed and even instant messaging as well as Twitter-like Digsby and AlertThingy. A new client receiving a lot of buzz is TweetDeck, which features a huge but customizable user interface that makes it easier to track posts, re

Last week, a commercial Twitter spamming tool (tweettornado.com) pitching itself as a "fully automated advertising software for Twitter" hit the market, potentially empowering phishers, spammers, malware authors and everyone in between with the ability to generate bogus Twitter accounts and spread their campaigns across the micro-blogging service. TweetTornado allows users to create unlimited Twitter accounts, add unlimited number of followers, which combined with its ability to automatically update all of bogus accounts through proxy servers with an identical message make it the perfect Twitter spam tool. TweetTornado's core functionality relies on a simple flaw in Twitter's new user registration process. Tackling it will not render the tool's functionality useless, but will at least ruin the efficiency model. Sadly, Twitter doesn't require you to have a valid email address when registering a new account, so even though a nonexistent@email.com is used, the user is still registered and is allowed to use Twitter. So starting from the basics of requiring a validation by clicking on a link which will only be possible if a valid email is provided could really make an impact in this case, since it its current form the Twitter registration process can be so massively abused that I'm surprised it hasn't happened yet. Once a Twitter spammer has been detected, the associated, and now legitimate email could be banned from further registrations, potentially emptying the inventory of bogus emails, and most importantly making it more time consuming for spammers to abuse Twitter in general. If TweetTornado is indeed the advertising tool of choice for Twitter marketers, I "wonder" why is the originally blurred by the author Twitter account used in the proof (twitter.com/AarensAbritta) currently suspended, the way the rest of the automatically registered ones are? Pretty evident TOS violation, since two updates and 427 followers in two hours clearly indicat

A quick rant from me to you, dear readers. Yesterday I received an unsolicited email from a woman who was pitching me a service - one totally irrelevant to my life. In her signature, in which she included what she considers her credentials, she had the statement, "More than 2,000 followers on Twitter." I gasped, somewhat in horror. I laughed, full of humor. Twitter is fun and a great networking tool and business opportunities can stem from Twitter. I won't reiterate all of the ways because there are tons of existing resources. Yet as big as Twitter has become it's still not massively adopted. Using such a tagline in your credentials does one of two things: 1) makes schooled Twitter users laugh and 2) makes those unfamiliar with Twitter roll their eyes. For instance, HubSpot, a really cool inbound marketing firm, runs Twitter Grader, a way that Twitter users grade the reach of their feeds and profiles based on HubSpot's super secret algorithms. It's a fun tool - but it only measures folks against about a million or so other users (I think that's because it can only grade you against other folks who have graded themselves). It's also not the end all, be all of measuring Twitter influence.

In a little more than three years, Twitter has become "the SMS of the Internet" for millions of people. Many find it a useful and productive form of communication, but recent attacks against the service and its users have highlighted the potential dangers of Twitter and other social networking sites. Enterprises have had to tackle not only the productivity and privacy issues associated with Twitter, but also a number of direct security threats. Unfortunately, the success of microblogging sites like Twitter relies on the same elements of human nature as social engineering attacks, particularly a natural desire and willingness to share and engage with those we trust. Most people have learned not to open attachments or links in emails from people they don't know. Yet because Twitter is seen as a friendly, group-based service, many will not hesitate to click on a shortened Twitter link, having no clue as to where it will take them.

Oh, the double-edged sword of Twitter. It's not nice when it makes PR people and reporters look like asses, as Jennifer Leggio will post tomorrow. But it's a whole new can o' beans when it affects political power. And yup, Twitter did in fact (or not - see below) alter the balance of power in Virginia (the state capital of which is Richmond, Va., for what it's worth) this week, as Talking Points Memo blogs: Yesterday the Virginia GOP came very close to taking control of the state Senate, nearly luring a Democratic Senator to switch parties and put them at a 20-20 tie, which would have been broken by the Republican Lt. Governor. Then Jeff Frederick, a state legislator and the party chairman, ruined it all by Twittering this: Big news coming out of Senate: Apparently one dem is either switching or leaving the dem caucus. Negotiations for power sharing underway. The Dems then read the message, quickly mobilized to talk the renegade out of it, and stopped the GOP coup before it could happen. Here's Frederick's exciting presence on Twitter, featuring such nail-biting updates as: * Had great meeting; dinner @ Bookbinders; now at Lucky Strike/Cap Results party. Tired * Meeting w/ Senator about a bill he wants me to support. And then this intriguing post: Meeting w/ HseMajLdr abt my senate post earlier.He gave me info, which came f/ a Senator who said it was public. That will be a fun meeting. At any rate Frederick pointed to a blog post from conservative Roanoke County, which says the whole Twitter story is b.s., that the Dems already knew about the rogue House member before Frederick ever Tweeted. Even so, the strange power of Twitter is now well-established.

An eBay Inc. effort to broaden communication through the popular Twitter Web-messaging service highlights the hurdles facing corporate users of online social media. The growing Twitter audience also attracted the attention of eBay's lawyers, who last month required Mr. Brewer-Hay to include regulatory disclaimers with certain posts. Some followers think the tougher oversight is squelching Mr. Brewer-Hay's spontaneous, informal style. His experience shows the tension that can arise as more companies tap social media to reach investors, customers and others. Eighty-one Fortune 500 companies sponsor public blogs, including Wal-Mart Stores Inc., Chevron Corp. and General Motors Corp., according to the Society for New Communications Research. Of those blogs, 23 link to corporate Twitter accounts. On Thursday, a Johnson & Johnson executive reported for the first time on the health-care giant's annual meeting via Twitter, which allows users to post "tweets" of as many as 140 characters via text messages and the Web. Such efforts raise thorny questions. Blogs and tweets can run afoul of Securities and Exchange Commission regulations on corporate communications. But sanitizing such posts risks hurting credibility with online audiences. The online auctioneer launched a corporate blog in April 2008. Two months later, blogger Richard Brewer-Hay began "tweeting" -- posting updates on Twitter -- about Silicon Valley technology conferences, eBay's quarterly earnings calls and other topics.

Will monetary value increase the value of user's data on social networks?

Facebook and Twitter have helped make social networking a household word. Now they need to make money. Efforts to monetize the popular Internet services are increasingly a priority within the two companies, with Facebook Chief Executive Mark Zuckerberg and Twitter Co-founder Biz Stone outlining several initiatives at the Reuters Global Technology Summit in New York this week. And analysts and investors, in search of the next Google-like hit, are paying close attention to the breakneck speed at which Facebook and Twitter are adding new users. While the popularity of the two social media firms has yet to translate into the kind of revenue-generating machine that Google Inc developed with its search advertising business, some say Facebook and Twitter have become so central to the Internet experience that they are inherently valuable. "Both are new ways of communicating. And when you have a new way of communicating ... you benefit people enough so that there is going to be value there," said Tim Draper, managing director of venture capital firm Draper Fisher Jurvetson, noting that he regretted not having invested in either firm. In April, Twitter's website attracted 17 million unique visitors in the United States, up sharply from 9.3 million the month before. Facebook grew to 200 million active users in April, less than a year after hitting 100 million users.

Twitter Inc. has launched a comprehensive review of the defenses in its popular social network and microblogging service after hackers hijacked the accounts of several high-profile users on Monday. In interviews this week, analysts said they were surprised that sites such as Twitter, which are potentially hot targets for hackers and phishers, had long avoided such major attacks, and thus strong scrutiny by its corporate users. Since the widely publicized hack of Twitter, analysts said they are closely watching how the site and especially its corporate customers respond to the security breach.

"The Electronic Frontier Foundation said it sued the Justice Department and other U.S. agencies to get information about their policies for using social networks including Facebook and Twitter in investigations, data collection and surveillance. The civil rights group said in a complaint filed yesterday in federal court in San Francisco that the government has used social-networking sites in conducting investigations and hasn't clarified the scope of that use or whether there are any restrictions or oversight to prevent abuses. The EFF said in its complaint that it is seeking the information to "help inform Congress and the public about the effect of such uses and purposes on citizens' privacy rights and associated legal protections." It cited news articles that reported police searching Facebook photos for evidence of underage drinking and an FBI search of an individual's home after the person sent messages on Twitter during the G-20 Summit notifying protesters of police movements. Facebook, based in Palo Alto, California, is the world's largest social networking site with more than 300 million users who post photos, messages and other information on their own free Facebook pages. Twitter, based in San Francisco, is a free Web service with 58 million users that lets people send 140- character messages, called "tweets," to multiple followers. EFF, also based in San Francisco, filed Freedom of Information Act requests with federal agencies in October. None of the agencies had completed processing the requests by the applicable 20-day deadline, according to the complaint. The lawsuit seeks a court order for the government to process the requests and produce documents."

There are plenty of rumors out in the cyberworld about the future of Twitter, a popular social networking site, and whether the company will be acquired or partner with another company. Some believe one of the suitors is Google Inc. Rumor has it, the two companies are considering collaborating on a Google real time search engine. To make it work, Google could pay cash, stock or a combination of both. Google wouldn't comment on these rumors. Nevertheless, it's an intriguing idea for a company created three years ago that has, to date, not made any money. Analysts think this would be a good marriage, according to MarketWatch. Gartner Inc. analyst Jeff Mann, for one, told the website it's a pretty good idea. "The culture and ambitions of Twitter and Google match." Not only that, there are lots of indications of growth. Twitter's content is now growing by 6 million tweets per day, and that's a win-win situation for Google, for sure.

A security researcher has found that hackers are using Twitter as a means to distribute instructions to a network of compromised computers, known as a botnet. The traditional way of managing botnets is using IRC, but botnet owners are continuously working on finding new ways of keeping their networks up and running, and Twitter seems to be the latest trick.

Twitter posts may seem different from e-mail, but legally they aren't, so more companies are including them in their e-discovery policies, reports InformationWeek's Bob Evans. The subject is more than a little confusing, Evans finds, but one thing is clear: If you do have a policy on Twitter posts, it had better be enforced.

* Name Compliance Week * Location Boston, MA * Web http://www.compli... * Bio Compliance Week is an information service on corporate compliance and risk. Twitterers include editor-in-chief Matt Kelly and publisher Scott Cohen.

Web sites that strip personally identifiable information about their users and then share that data may be compromising their users' privacy, according to researchers at the University of Texas at Austin. They took a close look at the way anonymous data can be analyzed and have come to some troubling conclusions. In a paper set to be delivered at an upcoming security conference, they showed how they were able to map out the connections on public social networks such as Twitter and Flickr. They were then able to identify people who were on both networks by looking at the many connections surrounding their network of friends. The technique isn't 100 percent effective, but it may make some users uncomfortable about whether they should allow their data to be shared in an anonymous format. Web site operators often share data about users with partners and advertisers after stripping it of any personally identifiable information such as names, addresses or birth dates. Arvind Narayanan and fellow researcher Vitaly Shmatikov found that by analyzing these "anonymized" data sets, they could identify Flickr users who were also on Twitter about two-thirds of the time, depending on how much information they have to work with. "A lot of the time people will share information online and they'll expect that they are anonymous," Narayanan said in an interview. But if their identity can be ascertained on one social network, its possible to find out who they are on some other network, or at least make a "strong guess," he said.

"Scott Fortnum had put in almost a full day of work at his Markham, Ont., office when he decided to "check in" on Foursquare, a location-based social network where users log the names and co-ordinates of the places they visit with a time stamp. The 44-year-old's check-in was marked with a small coral balloon on an embedded Google Map and instantly viewable by the 12 friends he lists on Foursquare - and millions of others. His check-in found its way onto pleaserobme.com, a recently launched website with a mischievous mandate: "listing all those empty homes out there." With March break approaching, many impending vacationers are installing automatic timers on their lights and putting their newspaper subscriptions on hold to deter burglars. Many are also posting on Twitter about when they're leaving and touting their week-long getaway to Jamaica on Facebook - unwittingly letting the online world know exactly when they're away. Mr. Fortnum's check-in appeared this way on Please Rob Me: @sfortnum left home and checked in 30 minutes ago: I'm at ALS Canada (3000 Steeles Ave. E. #200, DVP & Steeles, Toronto.) http://4sq.com/4MmX51 Many Foursquare users such as Mr. Fortnum cross-post their check-ins to Twitter, where they are easy to find through the search function. With some simple coding, Please Rob Me's creators are able to collect those millions of public tweets on their site in real time, highlighting one of the many security concerns that springs from broadcasting one's whereabouts online. Frank Groeneveld, one of the three students from the Netherlands who designed Please Rob Me, says he co-created the site to give members of social networks a wake-up call."

Finally a site that might make someone a profit!

Ah, social networking. It's become the fabric of today's Internet generation. Don't have a Twitter account? Heavens, even Sen. John McCain has a Twitter account. Signed up with Facebook? Only losers don't have a Facebook account. MySpace? Not bad, but it's so five minutes ago. But as lovely as social networking may be, there are a few problems. One of the biggest appears to be that you can kiss your privacy good-bye. Now, I'm not talking about the predilection of some people to share intimate details about themselves on social networking sites. I'm actually referring to the other things that might help contribute to your financial ruin. Those most enthusiastic about social networking are cybercriminals. They drool at the prospect of seeing the personal information of the 175 million people on Facebook. And they know how to use that information. For example, cybercrooks take great interest in the names of pets or grandparents on Facebook pages. That's the kind of information that banks and credit-card companies use to verify who you are when you bank online. "There are so many people on social-networking sites that it is becoming profitable for bad guys to go there," David Perry, global director of education at software security firm Trend Micro, recently told Agence France-Presse (AFP). "Bad guys can see all the things you post. You may be revealing personal information that is extremely valuable." Now Facebook has made revealing personal information even easier. This past week, it announced that users can change their privacy settings so everyone can see their profile. The company was actually responding to a request from many users who wanted the ability to share their information with even more people. As I said, cybercrooks are drooling.

"A federal prosecutor tracked down a Seattle fraud suspect in Mexico this year through his Facebook posts. A man's Twitter messages to fellow demonstrators at a recent protest in Pittsburgh led to an FBI search of his home and short-lived charges of interfering with police. The CIA and other U.S. intelligence agencies reportedly are investing in a software firm that monitors half a million social networking Web sites each day. There's nothing wrong with law enforcement agencies' using Internet technology to investigate crimes, Bay Area privacy advocates say. But they want the federal government to say how, when and why its agents look at Americans' social networking accounts."

Personal profiles on Facebook and other social-networking sites are a trove of inappropriate and embarrassing photographs and discomfiting breaches of confidentiality. You might expect that from your friends and even some colleagues - but what about your doctor? A new survey of medical-school deans finds that unprofessional conduct on blogs and social-networking sites is common among medical students. Although med students fully understand patient-confidentiality laws and are indoctrinated in the high ethical standards to which their white-coated profession is held, many of them still use Facebook, YouTube, Twitter, Flickr and other sites to depict and discuss lewd behavior and sexual misconduct, make discriminatory statements and discuss patient cases in violation of confidentiality laws, according to the survey, which was published this week in the Journal of the American Medical Association. Of the 80 medical-school deans questioned, 60% reported incidents involving unprofessional postings and 13% admitted to incidents that violated patient privacy. Some offenses led to expulsion from school.

The row over the changes Facebook made to its terms has thrown the light on the rights people surrender when they sign up to use a website. It is likely though that until the row over Facebook's Terms and Conditions went public, few people knew what rights sites claim over the content that their members upload and share. "Less than 25% of users are making a specific point of going to the privacy settings and making changes," said Simon Davies, head of digital rights group Privacy International. Most, he said, are so keen to get using a site after registering that they do not take time to learn what will happen to any data that they are surrendering. Only later do they go back and adjust what happens to their data. "A lot of sites do have strong privacy controls," said Mr Davies. Tweaking these settings can help cut down on how much of a person's data is distributed. "It can make a difference," said Mr Davies, "particularly if the default is set in terms of maximum information flow." Blogger Amanda French looked through the pages where sites such as Facebook, MySpace, Flickr, YouTube and others spelled out their policies with regard to the data that members upload. Although the wording was different, she found that sites such as MySpace, Yahoo, Google and Twitter explicitly backed away from claiming ownership over uploaded content. A brief survey of Europe's Top 5 social sites found a similar situation. The text of the terms available on the UK sites of Facebook, Bebo, MySpace, Friends Reunited and Windows Live all back away from claiming ownership. By contrast, she wrote, the changes Facebook made to its terms were "extraordinarily grabby and arrogant".

Online spying or behavioral targeting?

A question: If you have 347 followers on the Twitter microblogging service, what are the chances that they'll click on the same online ad you clicked on last night? Advertisers are dying to know. Or, say you and a colleague exchange e-mails on a Saturday night. Can managers assume that you have a tight working relationship? Researchers at IBM and Massachusetts Institute of Technology are investigating. Friendships aren't what they used to be. We now have tools, from e-mail to social networks, to keep in touch with people who a decade ago would have drifted into distant memories. Practically every hand we shake and every business card we exchange can lead to an invitation, sometimes within minutes, for a "friendship" on LinkedIn or Facebook. And unless we sever them, these ties could linger for the rest of our lives. What do these relationships say about us and the people in our networks? Companies armed with rich new data and powerful computers are beginning to explore these questions. They're finding that digital friendships speak volumes about us as consumers and workers, and decoding the data can lead to profitable insights. Calculating the value of these relationships has become a defining challenge for businesses and individuals. Marketers are leading the way. They're finding that if our friends buy something, there's a better-than-average chance we'll buy it, too. It's a simple insight but one that could lead to targeted messaging in an age of growing media clutter.