Almost every small business has a Web site and a high percentage of those sites are mired in Web 1.0 parameters. Perform a site self-checkup to determine how Web 2.0 your small business's online presence is. We're talking about all of your online presence and not
simply your Web site. Here are 10 ways to grade your business's Web 2.0-ness.
- Last update - if you haven't updated your Web site yet in 2008, it is definitely old web and not going in the Web 2.0 direction toward interactivity. When content doesn't change, your site is nothing more than a brochure online.
No updates yet in 2008? Give yourself a C.
- Who, When Where - if you aren't regularly checking your site's visitor trends, possibly using Google Analytics, then you don't know who is visiting your site, when they are paying attention or where they are coming from. You could run a promotion and never know if anyone online saw it. How old-web is that kind of thinking?
No site stat research when marketing is everything? Give yourself a D.
- Buy me! - does your site scream BUY SOMETHING rather than equally illustrating why your product or service is essential? Show us some case studies, success stories or testimonials in addition to pitching your product.
No examples of your product's usefulness to buyers? Give yourself a C+.
- No response - when is the last time you paid attention to website-generated email or calls and analyzed how much web-based contact your small business receives? Are you considering how to raise your online contacts through different, not necessarily more, online strategies?
Not planning how to garner more online contact? Give yourself a C. If you don't yet know that Google Forms can be used to collect survey data, mark that down to a C-.
- Still breaking the law? - if you are sending unsolicited email through your personal email program like Outlook, then you're probably violating the 2004 CAN-SPAM Act and fines are $10,000 per instance. It's time to invest small business dollars in a compliant email application. Start with Constant Contact and research from there.
Still blasting from a personal email application? Give yourself an F because it's toying with disaster.
- Feeding time - have you resisted adding an RSS feed to any portion of your small business presence because you really don't understand what RSS is? Get one your kids to explain it and then generate a weekly updated online feed for your business.
Not feeding your customers yet with good information? Give yourself a C-.
- Remote access denied - if your staff still has no intranet and your sales force can't find up-to-the-minute pricing and forms, try the new Google Sites and get everyone on the same online page. Add a calendar and share it with your staff to give your business more bang for its virtual buck.
No online sharing? Degrade yourself to a D-. Information is king.
- Identity Interrupted - does your logo designer know who your PR and Web firms are or are they each operating in an information vacuum? Worse, are you still trying to figure out if you need any of the above? Get your old logo converted into a high-resolution graphic and share it with your Web designer to pull together your branding and small business identity online and in print.
Using a Publisher-created logo online? Give yourself a D+.
- Anti-social - very few small business owners know what Twitter is and fewer use it. Are you closing your ears to comments made about your service or your product? Why not Twitter and send a "track [your company name or product]" message or at least use a Twitter search engine to see what's been tweeted. What else should you track? See what Cameron Olthuis, Jeremiah Owyang or Joseph Jaffe suggest.
No ears on? Give yourself a B- only because Twitter is sort of new but not for much longer.
- Remote island - spend time with one or two quality small business blogs a week by subscribing to their feed and figuring out which posts are important to your business. Try Small Business Resource for starters. Don't know how to subscribe to a feed? Give yourself a D+ because RSS is simply not new; it's everywhere.
The end of the first quarter is upon us and you've probably just paid first-quarter taxes. Now is the time to score your online presence and raise your grade during the rest of this fiscal year. Got more grading areas? List them in comments, please.
译文:
小型商业网络的10种评分
几乎每个小型商业都拥有一个网站，并且由于web1.0方式的不足，其中很大部分陷入困境。进行一个网站自我检测，看看你的小型商业网络表现有多符合web2.0观念。我们谈论的是你整个网络表现形式，而不单单只是网站而已。以下是评价商业网站web2.0特性的10个方面。
1. 最近更新——如果2008年你还没更新你的网站，那么它绝对已经陈旧，而且交互性上未能向web2.0技术看齐。当其内容没有变化时，网站也不过就是本在线小册子。
2008年还未更新么？那么评分等级为C。
2. 访客、访问时间和访客来源——如果你不会定期检查网站访客趋势，如使用Google Aanytics工具，那么你就不知道谁正在访问你的网站、他们访问的时间以及他们来自何方。也许你对网站做了改进，却从不知道是否有人看到。这种网络思维方式有多过时？
在市场领导一切的现在，还没开展网站统计研究么？那么评分等级为D。
3. 热力推荐！——你的网站是否有热力推荐，而不是平铺直叙说明产品或服务的必要性？除了极力推荐你的产品外，还可提供些实例研究、成功事实或书面证明等。
还未有任何示例向顾客说明产品的实用性么？那么评分等级为C+。
4. 反应程度——你上一次关注网站自动产生的邮件或电话是什么时候？基于网络新增的业务联系数量的最近分析又发生在什么时候？你是否正在考虑如何通过不同的网络策略扩大在线业务联系？
还没计划如何获取更多网络联系么？那么评分等级为C。
如果你甚至不知道Google Forms可用于收集分析数据，降低得分为C-。
5. 法规遵守——如果你还在使用如Outlook之类的个人email程序到处发送垃圾邮件，那你很可能违反了2004年开始生效的反垃圾邮件法，并处每例10000美元的罚款。是时候在合意的email应用工具上小小花费一笔了。充分利用“Constant Contact”邮件工具。
仍在使用个人email应用程序么？那么评分等级为F，因为这太危险了。
6. 信息更新——你还在因为不了解RSS而拒绝在商业表现中添加RSS么？让你的孩子给你解释一下，然后为你的业务创建一个网络信息源，每隔一周更新一次。
还未能给你的客户提供信息订阅么？那么评分等级为C-。
7. 远程访问限制——你的员工是否还没有企业内网？你的销售人员是否无法找到最新的定价和表单？试试新式的Google Sites功能，能让所有的人出现在同一个网页中。增加一个calendar日程功能，与你的员工分享，让你的企业获益更多。
还没有网络共享么？那么评分等级为D-。因为“信息”的分量是最重的。
8. 标识问题——你的徽标设计者是否知道你的网络PR(Public Relation 公共关系)公司，是否知道它们在信息空间中各自运作？更糟的是，你是否仍在试图理解以上这些的必要性？把你原有的徽标换成高分辨率的图形，给你的网络设计师看看，以便确定品牌与商业网络标识的关联。
还在网上使用出版商设计的商标么？那么评分等级为D+。
9. 社会化——小型商业经营者中很少有了解 Twitter的，用的人就更少了。你是否听不到针对你的服务或产品所做的评论？为什么不利用Twritter发送短信“track[公司名或产品]”，或至少用用Twritter搜索引擎来倾听外部声音。你还应该追踪什么？看看Cameron Olthuis, Jeremiah Owyang o和 Joseph Jaffe上所建议的吧。
还没学会倾听么？那么评分等级为B-，毕竟Twritter是新事物。
10. 信息收集——选择一两个不错的小型商业博客并进行RSS订阅；每周花点时间去阅读，并找出对自己商业有用的帖子。初学者可以去看看“Small Business Resource（小型商业资源）”上的文章。
还不知道如何进行RSS订阅么？那么评分等级为D+，因为RSS已不是新事物，它太普通了。
第一季度很快就结束了，你可能已经支付了这一季的税款。现在给你的网络表现打分，并在本财政年的其余季度中提高得分。如果你有更多的评分依据，请列举在评论框中。