Outside of Facebook and MySpace, a growing number of Web fanatics are getting social and sharing their likes and dislikes in a number of new networks - including Likaholix, which launched earlier this year, and the new Lunch.com, which emerged from beta this evening. Based on information you provide the network, Lunch.com connects users with similar interests, hoping you can find good content through peers - focusing primarily on rich reviews and a collection of facts, essentially taking the best of Yelp.com and Wikipedia.

When you open an account on Lunch.com, the site asks you for your spheres of interest (like Technology, TV and Music), and then prompts you to suggest favorites in each category, including TV shows, bands, albums and the like. Based on these entries, you then further refine your profile by rating suggested items on a -5 to +5 scale (higher being better). The more data you select, the more likely it is that you will find other Lunch.com users like you and therefore possibly discover content and helpful reviews.


Entering My Profile Data to Lunch.com

Saying What I Like More or Like Less
The site takes some elements of Delicious or MyBlogLog, letting you browse popular tags, and drill down into the rich content pushed into the service. Click through to Books and you will find popularly rated and reviewed items, as wella s related tags, like Nonfiction, Politics and Biography. Choose Electronics instead and you get the option to review popular items such as the iPhone 3G, MacBook Pro or Bose(R) Headphones.


Top Tags on Lunch.com
As you rack up activity on Lunch.com, you accumulate an ever-higher number of reviews and other users can rate your review as "Helpful", "Thought Provoking", "Fun to read" or "Well Organized". (See this iPhone review for one popular article.)


Lunch.com Updates Activity In Real Time
And like with most sites, you can connect and "follow" other users, which will become relevant as you determine how high your similarity score is. A higher similarity score, like on Toluu and other comparative products, is determined by the level of overlap you have. Interestingly, Lunch.com also not only shows top contributors by total activity, but also a "Recent Activity" feed that in real-time is updated as reviews flow in. One of the fastest-flowing items in the site is a feature called "ExhilaRATE", which lets you further refine your profile by rating items up or down, like the "Top Movies of 2008" or "Favorite Sportscasters.


One of My Reviews on Lunch.com
As usual, you can find my profile at the "louisgray" ID, here: http://www.lunch.com/louisgray. Maybe you'll even like my review of the BabyBjorn Infant Carrier." I said it was a must if you want to be mobile and carry your baby.

By Mike Fruchter of MichaelFruchter.com (Twitter/FriendFeed)


Roll-Your-Own Social Media Campaign: Outposts

I recently started a new job at a software company. One of my responsiblites is creating and launching an effective organic SEO & social media strategy for our customers. Our customer base deals primarily with the auto industry, not the keenest when it comes to marketing on the Internet, much less social web. The majority of our customers spend their advertising dollars on print, TV and radio ads. This strategy for the most part works well, as it's locally targeted to a geographical region.

My main objective with this task is primarily for search engine purposes only. Creating back links and outposts. Brand monitoring is also another objective. This is a roll-your-own strategy tailored for the three objectives I mentioned only. Educational training on social media comes later. These type of clients are salesmen who are on the sales floor all day long trying to move product, and often these clients will have an employee assigned to the Internet division, but that employee usually does not know the first thing about Internet marketing. Their sole task is updating online inventory and responding to Internet requests. These are the employees who will require ongoing training about Internet marketing and more specifically social media marketing, engagement and interaction. More on that on a future post, but lets get started.

Think of outposts as a sort of toll booth. This is the analogy I'm making here. It's pretty much the same in real life. On the Internet there are many toll booths for many destinations. You need to own and operate that toll booth, instead of your competitors.

1. Reserving and creating the brands name online, aka vanity urls.

The first step is creating accounts on the major social networking sites. All I'm concerned with at this point is Twitter , Facebook , MySpace , YouTube and blogging. Blogging for this objective will be using Blogger.com, eventually leading to in house blogs as well as hosted on the brands website using WordPress. I need to reserve the brand's name on these networks for search engine traffic, but equally important is to keep them out of the hands of name squatters and potential competitors. I'm not concerned about the smaller social networks, they can come at a later point if needed.

Why choose Twitter, Facebook, MySpace, Blogger and YouTube?

Blogger:

• The ability to create dozens of blogs utilizing targeted keywords.
• Easy to use with no learning curve.
• Vanity URLs
• Google juice
• Marketing
• Branded outpost

Self hosted WordPress blogs will eventually be the main informational hub for consumers

Twitter:

• Real time search capabilities.
• An API we can hook into to pull and post data.
• Consumer interaction, engagement & lead generation.
• Broadcasting inventory, specials, etc.
• Vanity URL & tweets are indexable by search engines, Google being the prime target.
• Branded outpost

Facebook:

• The ability to create a public branded fan page & vanity URL
• Public pages are indexed by search engines. Google being the prime target.
• Consumer interaction, engagement & lead generation.
• Rich multimedia environment.
• Branded outpost

MySpace:

• Vanity URL
• Public pages are indexed by search engines, Google being the prime target.
• Multimedia environment, primarily will be used for video/photo purposes only.
• Branded outpost

YouTube:

• Vanity URL
• Distribution hub for videos created in house.
• Ability to create a custom channel.
• Embeddable share options for videos and soc nets.
• Indexable by search engines, great for Google juice.
• Branded outpost

2. Creating consistent brandable outposts.
Now that all these accounts are created, it's time to turn them into outposts. Remember an outpost is used for driving traffic back to your central hub. The hub in this case is the brands website.

• Outposts need to be streamlined and most importantly consistent across the board.
• Corporate contact information, banners, logos and URL name should all be the same.
• Outposts always link back to the central hub.
• Always use targeted keywords in profile information.
• Goal is to achieve uniform omnipresence on all outposts.
• When information is changed on the central hub, it needs to be reflected on the outpost.
• Link back to all your outposts. Always remember main emphasis is on the central hub.
• Encourage following and fans on your outposts and always follow back.
• Keep the outpost fresh with content as often as possible, this is key for search engines.

That's part 1 of this roll-your-own strategy. Outposts are relatively easy to set up and maintain, and are key for organic search traffic. Part 2 will cover maintenance of the outposts and will also dive into brand monitoring.
Image by thetruthabout under Flickr CC

Read more by Mike Fruchter at MichaelFruchter.com.

One Proud EatWillGrow User Tells Us His Achievement
For better or for worse, Twitter is seemingly being integrated into everything. That's both the pleasure and pain of making a service which does one thing well, and pretty much only that one thing. A new iPhone game called EatWillGrow has taken an interesting step of not only displaying global high scores, but letting you broadcast your score to Twitter, and see how other players are doing. The high scores list even features their Twitter nicknames and avatars, making the microblogging service the central database for the game!

The game itself is fairly simple. On your iPhone or iPod Touch, you guide "Blob" through a perilous space, plagued with deadly mines. You gain points by eating food, which makes you larger, and therefore, a bigger target for said mines. There are power ups that make you go faster or slower, making food eating harder or easier, as you flick your finger left or right on the iPhone's surface, navigating the gauntlet.


Playing EatWilGrow Shows Your Rank vs. Other Twitter Users
As you rack up points, a system at the bottom of the screen tells you your overall position in the scoreboard, or alternatively how many points you need to get to position #100. When you lose, and you will no doubt lose, you are informed of your position, and given the option to tweet your score via Twitter, after you have entered your user name and password.

(You can see score reports from Twitter users here.)

To prevent users from cheating and claiming ridiculous scores, EatWillGrow only counts reports from the game itself, which registers as a unique Twitter client, and even posts a screenshot of your score to TwitPic on your behalf. You can learn more about EatWillGrow on the official Web site. The author, @kode80, can of course be found on Twitter when he's not playing the game. Just don't expect to see me tweeting my score. I'm not that good.

EatWillGrow is on the iTunes Store for $.99.

After two months of anticipation, thanks in part to an iTunes Pass to the band's 'Sounds of the Universe' album, Depeche Mode opened up the vault, issuing the remaining tracks this week, helping fill my iTunes library. But surprisingly, only a few days later, it's not this album from this 1980s megaband that's getting all the playing time on my iPhone. Instead, it's the much quieter release from The Pet Shop Boys called 'Yes' which has me hitting Shuffle and then Repeat.

Depeche Mode and the Pet Shop Boys occupy a special place in my permanent nostalgia file, reckoning back to high school and the years just before and after, joining Information Society, New Order and others. That they continue to put out great music is something of a miracle, but being a loyal listener, I buy every new song and album they release.

Given the hype and wait for 'Sounds of the Universe', I expected something amazing. And yes, while it's good, there was no hype for the Pet Shop Boys' 'Yes', and I simply can't stop playing it over and over. It was my airplane companion as I flew from Las Vegas to San Jose this evening, and the background when we arrived home and entertained the twins, who hadn't seen me in five days.

While Depeche Mode made headlines for their iTunes creativity, gaining me access to remixes and videos weeks in advance, the biggest surprise has been a special bonus track on the 'Yes' album, which contains audio commentary from the Pet Shop Boys, explaining how they arrived at lyrics, music, and how songs stayed off the cutting room floor. It's highly entertaining, just like the producer commentary on many of today's DVDs. And the album is classic Pet Shop Boys. From "Love Etc." to "Vulnerable" and "Pandemonium", many of the tracks exceed even the best from Depeche Mode's 'Sounds of the Universe'.

Depeche Mode may have far and away the most artist plays in my Last.fm library in all-time rankings, but at least for this week, in what should have been their return to glory, they're going to take a back seat. You can find both albums on iTunes, of course.