web internet marketing

After all the shouting has died down, after the House elects its Republican leaders and after the Senate sorts itself out, the reality is that policy in the telecom sector will likely remain where it has been for the past two years -- in state of suspended animation. That's a shame, because the people who can most benefit by some reasonable and common-sense changes may not have the opportunity to do so.

The two issues at the top of the list are Net Neutrality and the wonky-sounding "reclassification" of broadband services. Net Neutrality is the simple concept that those who control the telecommunications networks shouldn't be able to play favorites with the content that is transmitted over those networks. It's an old concept, as Prof. Tim Wu pointed out in his book, Master Switch: The Rise and Fall of Information Empires. The simple, fair idea is that everyone online should have the same ability to make his or her voice or service known to the rest of the world.

President Obama campaigned in part on restoring an Open Internet. Julius Genachowski, his chairman of the Federal Communications Commission (FCC) hasn't delivered, and probably won't. As his pattern of activity has developed, Genachowski has ducked the major issues to which the big telecommunications companies, aided by the congressional Democratic Blue Bells and by all congressional Republicans, have objected. He has the votes of the other two Democratic FCC commissioners, but that's not enough for him.

As a result, Genachowski has taken the pressure off of Congress to do anything to ensure an Open Internet, in which everyone, not simply the big phone and cable companies, can benefit. (The fact that 95 Democrats who signed a Net Neutrality pledge lost on Tuesday is irrelevant. They would have lost anyway in the GOP landslide.)

As with any issue when the battles are controlled by big companies, it's the small ones who get overlooked and/or crushed. In a recent blog post, Kevin Warhus, marketing manager for the Scottsdale, Ariz., digital marketing company StringCan Interactive, wrote about the link between a neutral Internet and what he sees as Web 3.0, which seeks to personalize the Web experience for consumers. Warhus is particularly concerned about telecom control over the mobile Web and the effect on small businesses his company helps to support. He wrote:

As we evolve into the age Web 3.0 in which our information, likes and dislikes, and online habits help create a personalized web experience, Net Neutrality stands as an important stepping stone to ensure the proper development of Internet interaction and the protections of our freedoms.

"Allowing a handful of powerful corporations to decide what websites and information we should be able to access defeats the purpose of this open source frontier. The Internet has always stood as an environment where anyone can make a website or blog and receive equal opportunities to be heard and to grow. By taking away those rights we are essentially handing over our freedoms and going against the foundational values that make The Internet what it is today and what it may or may not be tomorrow.

Congressional Self-Interest Should Be A Factor

But the larger issue, and the one in which the enlightened self-interest of all members of Congress should kick in, is the reclassification of broadband services. Again, the concept is fairly simple. Until 2005, the FCC had jurisdiction over the telecommunications connection that connected people to the Internet. The Bush-era FCC "reclassified" that service from one with explicit authority to gray areas -- without any outside huffing and puffing that it should be a congressional decision that such a thing be done.

Since then, the FCC has deregulated all but the most basic voice-line services and removed any requirements that may help consumers. This shaky structure survived until April 6 this year, when the U.S. Appeals Court for the District of Columbia ruled that the FCC did not have authority over broadband services in the way the agency claimed it did.

After typically dithering around for a couple of months, the Commission proposed a compromise that would allow some regulatory authority but not the full slate of regulations. Typically, the industry and their congressional allies overreacted, starting the meme that the FCC wanted to "regulate the Internet" and that Congress had given the Commission no such authority.

That argument is total nonsense. No one is regulating the Internet. The FCC wants its jurisdiction back over broadband access. Members of Congress, particularly from rural districts, should want the FCC to have that authority. By denying the Commission that jurisdiction, representatives, particularly those from rural areas, are working against the interest of their constituents.

The Universal Service Fund, which provides financial support to rural phone companies, only is directed to help plain old dial-up service. If those members of Congress want their constituents to have the benefit of support for broadband, and to allow their constituents to participate in the broadband economy, then the FCC has to be able to make some changes, switching the support to broadband services. It can't do that unless it has the authority and jurisdiction.

Big telecom and cable companies and their ideological allies oppose reclassification. Interestingly, however, the Communications Workers of America, which sided with the industry opposing Net Neutrality, signed a letter endorsing reclassification.

If we needed any more evidence of how important broadband is to rural areas, a new study by the Strategic Networks Group for the e-North Carolina authority (e-NC) has some fascinating new statistics that show how crucial broadband is to the economy in general and to job-generating small business in particular. Some of the study's findings:

• Nearly one in five (18%) of new jobs were created as a direct result of Broadband Internet. Small businesses (less than 20 employees) are especially dependent on Broadband Internet as 28 percent of new jobs in that sector are attributed to using the Internet.
• More than half of all businesses (54%) said that they would not be in business if they did not have broadband while two in five (41%) would have to relocate if broadband was not available in their community;
• The number of households either currently running (31%) or planning to run a business from their home in the next twelve months (14%) is nearly half (45%) of North Carolina's broadband households;
• Even more broadband households are either now using (41%) or planning to use (24%) broadband to sell items online. That's nearly two-thirds (65%) of broadband households using it to at least supplement their income;
• Most (85%) of home-based businesses said that broadband was essential to their business.

The study also went into some detail about the problem of pockets of areas generally served with broadband that don't have it; how areas served with inferior broadband are at a competitive disadvantage, and lots of broadband service is really very slow and unhelpful.

The Authority the FCC Should Cede

Over the past few months, Genachowski has shown a willingness to cede his agency's authority to Congress. He wouldn't act on Net Neutrality or reclassification, wishing instead that a last-ditch effort by current House Commerce Committee Chairman Henry Waxman (D-CA) to negotiate a Net Neutrality bill might come to fruition. It was a gallant effort, but the House Republicans killed it.

Genachowski sat out the blackouts of millions of TV viewers from favorite channels, including the most recent fight between Fox and Cablevision, which blacked out three million people in the New York City area and Philadelphia. He said the FCC doesn't have the tools to intervene. He declined to take any action on a petition for rulemaking filed by Public Knowledge and others to reform the retrans system, based on the part of the law that gives the FCC authority to "enact regulations as necessary" to carry out the law that gave broadcasters the right to exact payments from cable companies. Instead, he wants Congress to work out the problem.

So far, the one area in which Genachowski has not conceded congressional authority is the one he should -- universal service reform. Holding up USF reform until the agency's authority over broadband is clear will force those members of Congress who care more about their constituents' welfare than silly Tea Party talking points to take the Commission's authority seriously. If members of Congress don't give the FCC the authority it needs, the areas they represent suffer.

We shall wait for Congress to act (or for the FCC to act, for that matter) on these crucial issues as we wait for Godot.

Darren Waddell is vice president of marketing at MerchantCircle.com. He can be found on the MerchantCircle blog and on Twitter.

Every time you search for a topic online these days, it seems a few webpages pop up with advice from “experts.” Whether these websites are pages on Yahoo Answers, medical information sites or part of a community of small businesses like Yelp, they’ve become increasingly important sources of information for web searchers looking for answers to specific questions.

If you are an expert in something, you can offer your advice online — and turn that expertise into dollars. Small business owners are especially good candidates to become online experts, because they know their industries inside and out. Millions of small business owners have turned to blogging, writing articles, sharing tips on Q&A sites, and participating in forums as a way to drive traffic to their websites and build business credibility.

Expertise Pays

Small business owners possess a wealth of knowledge about their industry or sector, and when they share this knowledge with Internet searchers, it lends credibility to their business and attracts new customers. Blogging is a key medium for sharing your expertise. The most recent Merchant Confidence Index, a survey of 10,000 small business owners conducted by my company found that nearly 30% are blogging and 35% plan to blog in the next three months. Those who are blogging have found that creating impactful content that people can find online is one of the best marketing tools available — and it’s free. According to data published by Internet marketing firm HubSpot, companies that blogged realized 55% more visitors to their site, 97% more inbound links and 434% more indexed pages.

Michele Gorham, owner of the Andover, Mass.-based Cookie Central bakery, is one small business owner who has turned her expertise into dollars online. She has created hundreds of blog entries about how to build a business, run a bakery, and other helpful topics; and she continuously answers customers’ direct questions through various social media platforms, including Facebook, Twitter and Yelp. Because of Gorham’s rich content contributions, her listings on various sites are highly trafficked and regularly found by search engines — generating more sales for her business.

Getting Started

So what’s the first step if you want to start creating expert content online? The first thing you need to do is think about the topics you want to write about. What advice can you offer that would be useful to your potential customers? What are you knowledgeable about? Make a list of the topics you’d like to write about.

Next, you’ll need to develop a voice for your content. The most successful expert content is straightforward, informative, backed up with examples and research, and helpful to those who’ve searched for a specific term. Your articles should not be self serving. For example, if you’re a mechanic, don’t write an article that advises that the best way to fix a carburetor is to come into your shop and pay you to fix it. Instead, offer practical, step-by-step advice that can actually help someone with a problem. At the end of your article, you can add a gentle plug for your business and add your URL; don’t turn the article into an advertisement.

After you’ve written your article or blog post, you need to publish it online, and there are lots of options. Your goal should be to get the most exposure possible for your article, to drive traffic to your business website. You can publish your article on a personal, business or community blog, then add links to your article on your LinkedIn, Facebook and Twitter accounts. You can answer an open question on Q&A sites, or pose your own and then go back and answer it. Remember, though, that if consumers like your advice but can’t find you, your efforts are being wasted. So make sure to create a detailed listing on local business sites, some of which will let you answer customers’ questions directly or publish your expertise via a blog or newsletter, and make sure you have your own web site. Also, fully fill out all profile information on any sites you utilize.

Some sites, such as Associated Content or Demand Media, pay experts a small sum to write topical articles, then syndicate that content to online newspapers and other websites. Demand Media pays up to $15 for a 500 word article. Other “citizen journalism sites,” like Examiner, pay based on page views. You won’t make millions by creating content for these pay-to-write companies, but if you blog regularly, your content will show up more regularly in searches for related topics, and you’ll build credibility in your industry — which is much more valuable than a few dollars.

In fact, most places where experts contribute their expertise online — blogs, forums, Q&A sites, and business directories — don’t pay contributors. But, as a small business owner, it’s still incredibly valuable to share your expert advice online, because your content builds exposure for your business, and that drives more people to your website and increases revenues long-term.

Making Sure your Content is Discovered

Wherever you decide to publish your articles, make sure the site is credible. The site should be populated by experts, such as small business owners or service providers with professional storefronts. Or if it’s your own blog, make it informative and professional — a useful site that your target customers will turn to again and again for information. For example, if you are a real estate professional, you could create a blog with inside information about a particular neighborhood, detailing not just houses for sale, but information on local schools, city government initiatives, community events, local businesses, and other things of interest to people living in that area. Such a site not only builds your credibility as a real estate agent, but delivers a valuable service to your potential customers that keeps them coming back for more.

To get your content found, make sure the sites you post it on optimize content for search engines. Embed links in your articles, and link to your articles from other places on the web as much as possible. Add links to the article on your Facebook, Twitter, LinkedIn and other social networking sites, as well as on your online business directory listings pages.

The bottom line: the quality of the expert content you produce online is critical to how well it works to build your credibility and boost business leads in the real world. If your articles are helpful and informative, they’ll be read and passed along, and that will increase the visibility of your content and your business. Offer helpful advice, and you’ll see how quickly your expertise is rewarded with new business leads.

More Business Resources from Mashable:

- 5 Lessons Madison Avenue Can Learn From Startups/> - Why the Best Online Marketing May Be Headed Offline/> - HOW TO: Get the Most From a Small Business Social Media Presence/> - HOW TO: Run Location-Based Google Ads/> - What’s the Value in a Brand Name?

Image courtesy of iStockphoto, skodonnell

For more Business coverage:

class="f-el">class="cov-twit">Follow Mashable Businessclass="s-el">class="cov-rss">Subscribe to the Business channelclass="f-el">class="cov-fb">Become a Fan on Facebookclass="s-el">class="cov-apple">Download our free apps for iPhone and iPad

eric seiger

<b>News</b> on Feliciano and Upton at GM Meetings - Pinstripe Alley

News on Feliciano and Upton at GM Meetings. ... News on Feliciano and Upton at GM Meetings. Mo_rivera_tiny by Travis G on Nov 16, 2010 1:09 PM EST in News � Tweet � 1 comment; Story-email Email; Printer Print ...

Obama 2012 - Doug Schoen - Fox <b>News</b> | Mediaite

Fox News' Democratic analysts have thrown President Obama under the bus: Doug Schoen and Pat Caddell suggested this weekend that the Democratic Party must cut off its head to stand a chance in 2012. Schoen was back on America Live ...

The American Spectator : AmSpecBlog : Fox <b>News</b> Contributors Mock <b>...</b>

On the video, Miller, Trotter, Scott, Newsday columnist Ellis Henican and Fox News contributor James Pinkerton are seen preparing to go on the air when Miller says, "Oh, I do have something to say about Palin. I even prepared it. ...

eric seiger

After all the shouting has died down, after the House elects its Republican leaders and after the Senate sorts itself out, the reality is that policy in the telecom sector will likely remain where it has been for the past two years -- in state of suspended animation. That's a shame, because the people who can most benefit by some reasonable and common-sense changes may not have the opportunity to do so.

The two issues at the top of the list are Net Neutrality and the wonky-sounding "reclassification" of broadband services. Net Neutrality is the simple concept that those who control the telecommunications networks shouldn't be able to play favorites with the content that is transmitted over those networks. It's an old concept, as Prof. Tim Wu pointed out in his book, Master Switch: The Rise and Fall of Information Empires. The simple, fair idea is that everyone online should have the same ability to make his or her voice or service known to the rest of the world.

President Obama campaigned in part on restoring an Open Internet. Julius Genachowski, his chairman of the Federal Communications Commission (FCC) hasn't delivered, and probably won't. As his pattern of activity has developed, Genachowski has ducked the major issues to which the big telecommunications companies, aided by the congressional Democratic Blue Bells and by all congressional Republicans, have objected. He has the votes of the other two Democratic FCC commissioners, but that's not enough for him.

As a result, Genachowski has taken the pressure off of Congress to do anything to ensure an Open Internet, in which everyone, not simply the big phone and cable companies, can benefit. (The fact that 95 Democrats who signed a Net Neutrality pledge lost on Tuesday is irrelevant. They would have lost anyway in the GOP landslide.)

As with any issue when the battles are controlled by big companies, it's the small ones who get overlooked and/or crushed. In a recent blog post, Kevin Warhus, marketing manager for the Scottsdale, Ariz., digital marketing company StringCan Interactive, wrote about the link between a neutral Internet and what he sees as Web 3.0, which seeks to personalize the Web experience for consumers. Warhus is particularly concerned about telecom control over the mobile Web and the effect on small businesses his company helps to support. He wrote:

As we evolve into the age Web 3.0 in which our information, likes and dislikes, and online habits help create a personalized web experience, Net Neutrality stands as an important stepping stone to ensure the proper development of Internet interaction and the protections of our freedoms.

"Allowing a handful of powerful corporations to decide what websites and information we should be able to access defeats the purpose of this open source frontier. The Internet has always stood as an environment where anyone can make a website or blog and receive equal opportunities to be heard and to grow. By taking away those rights we are essentially handing over our freedoms and going against the foundational values that make The Internet what it is today and what it may or may not be tomorrow.

Congressional Self-Interest Should Be A Factor

But the larger issue, and the one in which the enlightened self-interest of all members of Congress should kick in, is the reclassification of broadband services. Again, the concept is fairly simple. Until 2005, the FCC had jurisdiction over the telecommunications connection that connected people to the Internet. The Bush-era FCC "reclassified" that service from one with explicit authority to gray areas -- without any outside huffing and puffing that it should be a congressional decision that such a thing be done.

Since then, the FCC has deregulated all but the most basic voice-line services and removed any requirements that may help consumers. This shaky structure survived until April 6 this year, when the U.S. Appeals Court for the District of Columbia ruled that the FCC did not have authority over broadband services in the way the agency claimed it did.

After typically dithering around for a couple of months, the Commission proposed a compromise that would allow some regulatory authority but not the full slate of regulations. Typically, the industry and their congressional allies overreacted, starting the meme that the FCC wanted to "regulate the Internet" and that Congress had given the Commission no such authority.

That argument is total nonsense. No one is regulating the Internet. The FCC wants its jurisdiction back over broadband access. Members of Congress, particularly from rural districts, should want the FCC to have that authority. By denying the Commission that jurisdiction, representatives, particularly those from rural areas, are working against the interest of their constituents.

The Universal Service Fund, which provides financial support to rural phone companies, only is directed to help plain old dial-up service. If those members of Congress want their constituents to have the benefit of support for broadband, and to allow their constituents to participate in the broadband economy, then the FCC has to be able to make some changes, switching the support to broadband services. It can't do that unless it has the authority and jurisdiction.

Big telecom and cable companies and their ideological allies oppose reclassification. Interestingly, however, the Communications Workers of America, which sided with the industry opposing Net Neutrality, signed a letter endorsing reclassification.

If we needed any more evidence of how important broadband is to rural areas, a new study by the Strategic Networks Group for the e-North Carolina authority (e-NC) has some fascinating new statistics that show how crucial broadband is to the economy in general and to job-generating small business in particular. Some of the study's findings:

• Nearly one in five (18%) of new jobs were created as a direct result of Broadband Internet. Small businesses (less than 20 employees) are especially dependent on Broadband Internet as 28 percent of new jobs in that sector are attributed to using the Internet.
• More than half of all businesses (54%) said that they would not be in business if they did not have broadband while two in five (41%) would have to relocate if broadband was not available in their community;
• The number of households either currently running (31%) or planning to run a business from their home in the next twelve months (14%) is nearly half (45%) of North Carolina's broadband households;
• Even more broadband households are either now using (41%) or planning to use (24%) broadband to sell items online. That's nearly two-thirds (65%) of broadband households using it to at least supplement their income;
• Most (85%) of home-based businesses said that broadband was essential to their business.

The study also went into some detail about the problem of pockets of areas generally served with broadband that don't have it; how areas served with inferior broadband are at a competitive disadvantage, and lots of broadband service is really very slow and unhelpful.

The Authority the FCC Should Cede

Over the past few months, Genachowski has shown a willingness to cede his agency's authority to Congress. He wouldn't act on Net Neutrality or reclassification, wishing instead that a last-ditch effort by current House Commerce Committee Chairman Henry Waxman (D-CA) to negotiate a Net Neutrality bill might come to fruition. It was a gallant effort, but the House Republicans killed it.

Genachowski sat out the blackouts of millions of TV viewers from favorite channels, including the most recent fight between Fox and Cablevision, which blacked out three million people in the New York City area and Philadelphia. He said the FCC doesn't have the tools to intervene. He declined to take any action on a petition for rulemaking filed by Public Knowledge and others to reform the retrans system, based on the part of the law that gives the FCC authority to "enact regulations as necessary" to carry out the law that gave broadcasters the right to exact payments from cable companies. Instead, he wants Congress to work out the problem.

So far, the one area in which Genachowski has not conceded congressional authority is the one he should -- universal service reform. Holding up USF reform until the agency's authority over broadband is clear will force those members of Congress who care more about their constituents' welfare than silly Tea Party talking points to take the Commission's authority seriously. If members of Congress don't give the FCC the authority it needs, the areas they represent suffer.

We shall wait for Congress to act (or for the FCC to act, for that matter) on these crucial issues as we wait for Godot.

Darren Waddell is vice president of marketing at MerchantCircle.com. He can be found on the MerchantCircle blog and on Twitter.

Every time you search for a topic online these days, it seems a few webpages pop up with advice from “experts.” Whether these websites are pages on Yahoo Answers, medical information sites or part of a community of small businesses like Yelp, they’ve become increasingly important sources of information for web searchers looking for answers to specific questions.

If you are an expert in something, you can offer your advice online — and turn that expertise into dollars. Small business owners are especially good candidates to become online experts, because they know their industries inside and out. Millions of small business owners have turned to blogging, writing articles, sharing tips on Q&A sites, and participating in forums as a way to drive traffic to their websites and build business credibility.

Expertise Pays

Small business owners possess a wealth of knowledge about their industry or sector, and when they share this knowledge with Internet searchers, it lends credibility to their business and attracts new customers. Blogging is a key medium for sharing your expertise. The most recent Merchant Confidence Index, a survey of 10,000 small business owners conducted by my company found that nearly 30% are blogging and 35% plan to blog in the next three months. Those who are blogging have found that creating impactful content that people can find online is one of the best marketing tools available — and it’s free. According to data published by Internet marketing firm HubSpot, companies that blogged realized 55% more visitors to their site, 97% more inbound links and 434% more indexed pages.

Michele Gorham, owner of the Andover, Mass.-based Cookie Central bakery, is one small business owner who has turned her expertise into dollars online. She has created hundreds of blog entries about how to build a business, run a bakery, and other helpful topics; and she continuously answers customers’ direct questions through various social media platforms, including Facebook, Twitter and Yelp. Because of Gorham’s rich content contributions, her listings on various sites are highly trafficked and regularly found by search engines — generating more sales for her business.

Getting Started

So what’s the first step if you want to start creating expert content online? The first thing you need to do is think about the topics you want to write about. What advice can you offer that would be useful to your potential customers? What are you knowledgeable about? Make a list of the topics you’d like to write about.

Next, you’ll need to develop a voice for your content. The most successful expert content is straightforward, informative, backed up with examples and research, and helpful to those who’ve searched for a specific term. Your articles should not be self serving. For example, if you’re a mechanic, don’t write an article that advises that the best way to fix a carburetor is to come into your shop and pay you to fix it. Instead, offer practical, step-by-step advice that can actually help someone with a problem. At the end of your article, you can add a gentle plug for your business and add your URL; don’t turn the article into an advertisement.

After you’ve written your article or blog post, you need to publish it online, and there are lots of options. Your goal should be to get the most exposure possible for your article, to drive traffic to your business website. You can publish your article on a personal, business or community blog, then add links to your article on your LinkedIn, Facebook and Twitter accounts. You can answer an open question on Q&A sites, or pose your own and then go back and answer it. Remember, though, that if consumers like your advice but can’t find you, your efforts are being wasted. So make sure to create a detailed listing on local business sites, some of which will let you answer customers’ questions directly or publish your expertise via a blog or newsletter, and make sure you have your own web site. Also, fully fill out all profile information on any sites you utilize.

Some sites, such as Associated Content or Demand Media, pay experts a small sum to write topical articles, then syndicate that content to online newspapers and other websites. Demand Media pays up to $15 for a 500 word article. Other “citizen journalism sites,” like Examiner, pay based on page views. You won’t make millions by creating content for these pay-to-write companies, but if you blog regularly, your content will show up more regularly in searches for related topics, and you’ll build credibility in your industry — which is much more valuable than a few dollars.

In fact, most places where experts contribute their expertise online — blogs, forums, Q&A sites, and business directories — don’t pay contributors. But, as a small business owner, it’s still incredibly valuable to share your expert advice online, because your content builds exposure for your business, and that drives more people to your website and increases revenues long-term.

Making Sure your Content is Discovered

Wherever you decide to publish your articles, make sure the site is credible. The site should be populated by experts, such as small business owners or service providers with professional storefronts. Or if it’s your own blog, make it informative and professional — a useful site that your target customers will turn to again and again for information. For example, if you are a real estate professional, you could create a blog with inside information about a particular neighborhood, detailing not just houses for sale, but information on local schools, city government initiatives, community events, local businesses, and other things of interest to people living in that area. Such a site not only builds your credibility as a real estate agent, but delivers a valuable service to your potential customers that keeps them coming back for more.

To get your content found, make sure the sites you post it on optimize content for search engines. Embed links in your articles, and link to your articles from other places on the web as much as possible. Add links to the article on your Facebook, Twitter, LinkedIn and other social networking sites, as well as on your online business directory listings pages.

The bottom line: the quality of the expert content you produce online is critical to how well it works to build your credibility and boost business leads in the real world. If your articles are helpful and informative, they’ll be read and passed along, and that will increase the visibility of your content and your business. Offer helpful advice, and you’ll see how quickly your expertise is rewarded with new business leads.

More Business Resources from Mashable:

- 5 Lessons Madison Avenue Can Learn From Startups/> - Why the Best Online Marketing May Be Headed Offline/> - HOW TO: Get the Most From a Small Business Social Media Presence/> - HOW TO: Run Location-Based Google Ads/> - What’s the Value in a Brand Name?

Image courtesy of iStockphoto, skodonnell

For more Business coverage:

class="f-el">class="cov-twit">Follow Mashable Businessclass="s-el">class="cov-rss">Subscribe to the Business channelclass="f-el">class="cov-fb">Become a Fan on Facebookclass="s-el">class="cov-apple">Download our free apps for iPhone and iPad

eric seiger

<b>News</b> on Feliciano and Upton at GM Meetings - Pinstripe Alley

News on Feliciano and Upton at GM Meetings. ... News on Feliciano and Upton at GM Meetings. Mo_rivera_tiny by Travis G on Nov 16, 2010 1:09 PM EST in News � Tweet � 1 comment; Story-email Email; Printer Print ...

Obama 2012 - Doug Schoen - Fox <b>News</b> | Mediaite

Fox News' Democratic analysts have thrown President Obama under the bus: Doug Schoen and Pat Caddell suggested this weekend that the Democratic Party must cut off its head to stand a chance in 2012. Schoen was back on America Live ...

The American Spectator : AmSpecBlog : Fox <b>News</b> Contributors Mock <b>...</b>

On the video, Miller, Trotter, Scott, Newsday columnist Ellis Henican and Fox News contributor James Pinkerton are seen preparing to go on the air when Miller says, "Oh, I do have something to say about Palin. I even prepared it. ...

eric seiger

eric seiger

eric seiger

<b>News</b> on Feliciano and Upton at GM Meetings - Pinstripe Alley

News on Feliciano and Upton at GM Meetings. ... News on Feliciano and Upton at GM Meetings. Mo_rivera_tiny by Travis G on Nov 16, 2010 1:09 PM EST in News � Tweet � 1 comment; Story-email Email; Printer Print ...

Obama 2012 - Doug Schoen - Fox <b>News</b> | Mediaite

Fox News' Democratic analysts have thrown President Obama under the bus: Doug Schoen and Pat Caddell suggested this weekend that the Democratic Party must cut off its head to stand a chance in 2012. Schoen was back on America Live ...

The American Spectator : AmSpecBlog : Fox <b>News</b> Contributors Mock <b>...</b>

On the video, Miller, Trotter, Scott, Newsday columnist Ellis Henican and Fox News contributor James Pinkerton are seen preparing to go on the air when Miller says, "Oh, I do have something to say about Palin. I even prepared it. ...

eric seiger

After all the shouting has died down, after the House elects its Republican leaders and after the Senate sorts itself out, the reality is that policy in the telecom sector will likely remain where it has been for the past two years -- in state of suspended animation. That's a shame, because the people who can most benefit by some reasonable and common-sense changes may not have the opportunity to do so.

The two issues at the top of the list are Net Neutrality and the wonky-sounding "reclassification" of broadband services. Net Neutrality is the simple concept that those who control the telecommunications networks shouldn't be able to play favorites with the content that is transmitted over those networks. It's an old concept, as Prof. Tim Wu pointed out in his book, Master Switch: The Rise and Fall of Information Empires. The simple, fair idea is that everyone online should have the same ability to make his or her voice or service known to the rest of the world.

President Obama campaigned in part on restoring an Open Internet. Julius Genachowski, his chairman of the Federal Communications Commission (FCC) hasn't delivered, and probably won't. As his pattern of activity has developed, Genachowski has ducked the major issues to which the big telecommunications companies, aided by the congressional Democratic Blue Bells and by all congressional Republicans, have objected. He has the votes of the other two Democratic FCC commissioners, but that's not enough for him.

As a result, Genachowski has taken the pressure off of Congress to do anything to ensure an Open Internet, in which everyone, not simply the big phone and cable companies, can benefit. (The fact that 95 Democrats who signed a Net Neutrality pledge lost on Tuesday is irrelevant. They would have lost anyway in the GOP landslide.)

As with any issue when the battles are controlled by big companies, it's the small ones who get overlooked and/or crushed. In a recent blog post, Kevin Warhus, marketing manager for the Scottsdale, Ariz., digital marketing company StringCan Interactive, wrote about the link between a neutral Internet and what he sees as Web 3.0, which seeks to personalize the Web experience for consumers. Warhus is particularly concerned about telecom control over the mobile Web and the effect on small businesses his company helps to support. He wrote:

As we evolve into the age Web 3.0 in which our information, likes and dislikes, and online habits help create a personalized web experience, Net Neutrality stands as an important stepping stone to ensure the proper development of Internet interaction and the protections of our freedoms.

"Allowing a handful of powerful corporations to decide what websites and information we should be able to access defeats the purpose of this open source frontier. The Internet has always stood as an environment where anyone can make a website or blog and receive equal opportunities to be heard and to grow. By taking away those rights we are essentially handing over our freedoms and going against the foundational values that make The Internet what it is today and what it may or may not be tomorrow.

Congressional Self-Interest Should Be A Factor

But the larger issue, and the one in which the enlightened self-interest of all members of Congress should kick in, is the reclassification of broadband services. Again, the concept is fairly simple. Until 2005, the FCC had jurisdiction over the telecommunications connection that connected people to the Internet. The Bush-era FCC "reclassified" that service from one with explicit authority to gray areas -- without any outside huffing and puffing that it should be a congressional decision that such a thing be done.

Since then, the FCC has deregulated all but the most basic voice-line services and removed any requirements that may help consumers. This shaky structure survived until April 6 this year, when the U.S. Appeals Court for the District of Columbia ruled that the FCC did not have authority over broadband services in the way the agency claimed it did.

After typically dithering around for a couple of months, the Commission proposed a compromise that would allow some regulatory authority but not the full slate of regulations. Typically, the industry and their congressional allies overreacted, starting the meme that the FCC wanted to "regulate the Internet" and that Congress had given the Commission no such authority.

That argument is total nonsense. No one is regulating the Internet. The FCC wants its jurisdiction back over broadband access. Members of Congress, particularly from rural districts, should want the FCC to have that authority. By denying the Commission that jurisdiction, representatives, particularly those from rural areas, are working against the interest of their constituents.

The Universal Service Fund, which provides financial support to rural phone companies, only is directed to help plain old dial-up service. If those members of Congress want their constituents to have the benefit of support for broadband, and to allow their constituents to participate in the broadband economy, then the FCC has to be able to make some changes, switching the support to broadband services. It can't do that unless it has the authority and jurisdiction.

Big telecom and cable companies and their ideological allies oppose reclassification. Interestingly, however, the Communications Workers of America, which sided with the industry opposing Net Neutrality, signed a letter endorsing reclassification.

If we needed any more evidence of how important broadband is to rural areas, a new study by the Strategic Networks Group for the e-North Carolina authority (e-NC) has some fascinating new statistics that show how crucial broadband is to the economy in general and to job-generating small business in particular. Some of the study's findings:

• Nearly one in five (18%) of new jobs were created as a direct result of Broadband Internet. Small businesses (less than 20 employees) are especially dependent on Broadband Internet as 28 percent of new jobs in that sector are attributed to using the Internet.
• More than half of all businesses (54%) said that they would not be in business if they did not have broadband while two in five (41%) would have to relocate if broadband was not available in their community;
• The number of households either currently running (31%) or planning to run a business from their home in the next twelve months (14%) is nearly half (45%) of North Carolina's broadband households;
• Even more broadband households are either now using (41%) or planning to use (24%) broadband to sell items online. That's nearly two-thirds (65%) of broadband households using it to at least supplement their income;
• Most (85%) of home-based businesses said that broadband was essential to their business.

The study also went into some detail about the problem of pockets of areas generally served with broadband that don't have it; how areas served with inferior broadband are at a competitive disadvantage, and lots of broadband service is really very slow and unhelpful.

The Authority the FCC Should Cede

Over the past few months, Genachowski has shown a willingness to cede his agency's authority to Congress. He wouldn't act on Net Neutrality or reclassification, wishing instead that a last-ditch effort by current House Commerce Committee Chairman Henry Waxman (D-CA) to negotiate a Net Neutrality bill might come to fruition. It was a gallant effort, but the House Republicans killed it.

Genachowski sat out the blackouts of millions of TV viewers from favorite channels, including the most recent fight between Fox and Cablevision, which blacked out three million people in the New York City area and Philadelphia. He said the FCC doesn't have the tools to intervene. He declined to take any action on a petition for rulemaking filed by Public Knowledge and others to reform the retrans system, based on the part of the law that gives the FCC authority to "enact regulations as necessary" to carry out the law that gave broadcasters the right to exact payments from cable companies. Instead, he wants Congress to work out the problem.

So far, the one area in which Genachowski has not conceded congressional authority is the one he should -- universal service reform. Holding up USF reform until the agency's authority over broadband is clear will force those members of Congress who care more about their constituents' welfare than silly Tea Party talking points to take the Commission's authority seriously. If members of Congress don't give the FCC the authority it needs, the areas they represent suffer.

We shall wait for Congress to act (or for the FCC to act, for that matter) on these crucial issues as we wait for Godot.

Darren Waddell is vice president of marketing at MerchantCircle.com. He can be found on the MerchantCircle blog and on Twitter.

Every time you search for a topic online these days, it seems a few webpages pop up with advice from “experts.” Whether these websites are pages on Yahoo Answers, medical information sites or part of a community of small businesses like Yelp, they’ve become increasingly important sources of information for web searchers looking for answers to specific questions.

If you are an expert in something, you can offer your advice online — and turn that expertise into dollars. Small business owners are especially good candidates to become online experts, because they know their industries inside and out. Millions of small business owners have turned to blogging, writing articles, sharing tips on Q&A sites, and participating in forums as a way to drive traffic to their websites and build business credibility.

Expertise Pays

Small business owners possess a wealth of knowledge about their industry or sector, and when they share this knowledge with Internet searchers, it lends credibility to their business and attracts new customers. Blogging is a key medium for sharing your expertise. The most recent Merchant Confidence Index, a survey of 10,000 small business owners conducted by my company found that nearly 30% are blogging and 35% plan to blog in the next three months. Those who are blogging have found that creating impactful content that people can find online is one of the best marketing tools available — and it’s free. According to data published by Internet marketing firm HubSpot, companies that blogged realized 55% more visitors to their site, 97% more inbound links and 434% more indexed pages.

Michele Gorham, owner of the Andover, Mass.-based Cookie Central bakery, is one small business owner who has turned her expertise into dollars online. She has created hundreds of blog entries about how to build a business, run a bakery, and other helpful topics; and she continuously answers customers’ direct questions through various social media platforms, including Facebook, Twitter and Yelp. Because of Gorham’s rich content contributions, her listings on various sites are highly trafficked and regularly found by search engines — generating more sales for her business.

Getting Started

So what’s the first step if you want to start creating expert content online? The first thing you need to do is think about the topics you want to write about. What advice can you offer that would be useful to your potential customers? What are you knowledgeable about? Make a list of the topics you’d like to write about.

Next, you’ll need to develop a voice for your content. The most successful expert content is straightforward, informative, backed up with examples and research, and helpful to those who’ve searched for a specific term. Your articles should not be self serving. For example, if you’re a mechanic, don’t write an article that advises that the best way to fix a carburetor is to come into your shop and pay you to fix it. Instead, offer practical, step-by-step advice that can actually help someone with a problem. At the end of your article, you can add a gentle plug for your business and add your URL; don’t turn the article into an advertisement.

After you’ve written your article or blog post, you need to publish it online, and there are lots of options. Your goal should be to get the most exposure possible for your article, to drive traffic to your business website. You can publish your article on a personal, business or community blog, then add links to your article on your LinkedIn, Facebook and Twitter accounts. You can answer an open question on Q&A sites, or pose your own and then go back and answer it. Remember, though, that if consumers like your advice but can’t find you, your efforts are being wasted. So make sure to create a detailed listing on local business sites, some of which will let you answer customers’ questions directly or publish your expertise via a blog or newsletter, and make sure you have your own web site. Also, fully fill out all profile information on any sites you utilize.

Some sites, such as Associated Content or Demand Media, pay experts a small sum to write topical articles, then syndicate that content to online newspapers and other websites. Demand Media pays up to $15 for a 500 word article. Other “citizen journalism sites,” like Examiner, pay based on page views. You won’t make millions by creating content for these pay-to-write companies, but if you blog regularly, your content will show up more regularly in searches for related topics, and you’ll build credibility in your industry — which is much more valuable than a few dollars.

In fact, most places where experts contribute their expertise online — blogs, forums, Q&A sites, and business directories — don’t pay contributors. But, as a small business owner, it’s still incredibly valuable to share your expert advice online, because your content builds exposure for your business, and that drives more people to your website and increases revenues long-term.

Making Sure your Content is Discovered

Wherever you decide to publish your articles, make sure the site is credible. The site should be populated by experts, such as small business owners or service providers with professional storefronts. Or if it’s your own blog, make it informative and professional — a useful site that your target customers will turn to again and again for information. For example, if you are a real estate professional, you could create a blog with inside information about a particular neighborhood, detailing not just houses for sale, but information on local schools, city government initiatives, community events, local businesses, and other things of interest to people living in that area. Such a site not only builds your credibility as a real estate agent, but delivers a valuable service to your potential customers that keeps them coming back for more.

To get your content found, make sure the sites you post it on optimize content for search engines. Embed links in your articles, and link to your articles from other places on the web as much as possible. Add links to the article on your Facebook, Twitter, LinkedIn and other social networking sites, as well as on your online business directory listings pages.

The bottom line: the quality of the expert content you produce online is critical to how well it works to build your credibility and boost business leads in the real world. If your articles are helpful and informative, they’ll be read and passed along, and that will increase the visibility of your content and your business. Offer helpful advice, and you’ll see how quickly your expertise is rewarded with new business leads.

More Business Resources from Mashable:

- 5 Lessons Madison Avenue Can Learn From Startups/> - Why the Best Online Marketing May Be Headed Offline/> - HOW TO: Get the Most From a Small Business Social Media Presence/> - HOW TO: Run Location-Based Google Ads/> - What’s the Value in a Brand Name?

Image courtesy of iStockphoto, skodonnell

For more Business coverage:

class="f-el">class="cov-twit">Follow Mashable Businessclass="s-el">class="cov-rss">Subscribe to the Business channelclass="f-el">class="cov-fb">Become a Fan on Facebookclass="s-el">class="cov-apple">Download our free apps for iPhone and iPad

eric seiger

eric seiger

<b>News</b> on Feliciano and Upton at GM Meetings - Pinstripe Alley

News on Feliciano and Upton at GM Meetings. ... News on Feliciano and Upton at GM Meetings. Mo_rivera_tiny by Travis G on Nov 16, 2010 1:09 PM EST in News � Tweet � 1 comment; Story-email Email; Printer Print ...

Obama 2012 - Doug Schoen - Fox <b>News</b> | Mediaite

Fox News' Democratic analysts have thrown President Obama under the bus: Doug Schoen and Pat Caddell suggested this weekend that the Democratic Party must cut off its head to stand a chance in 2012. Schoen was back on America Live ...

The American Spectator : AmSpecBlog : Fox <b>News</b> Contributors Mock <b>...</b>

On the video, Miller, Trotter, Scott, Newsday columnist Ellis Henican and Fox News contributor James Pinkerton are seen preparing to go on the air when Miller says, "Oh, I do have something to say about Palin. I even prepared it. ...

eric seiger

eric seiger

<b>News</b> on Feliciano and Upton at GM Meetings - Pinstripe Alley

News on Feliciano and Upton at GM Meetings. ... News on Feliciano and Upton at GM Meetings. Mo_rivera_tiny by Travis G on Nov 16, 2010 1:09 PM EST in News � Tweet � 1 comment; Story-email Email; Printer Print ...

Obama 2012 - Doug Schoen - Fox <b>News</b> | Mediaite

Fox News' Democratic analysts have thrown President Obama under the bus: Doug Schoen and Pat Caddell suggested this weekend that the Democratic Party must cut off its head to stand a chance in 2012. Schoen was back on America Live ...

The American Spectator : AmSpecBlog : Fox <b>News</b> Contributors Mock <b>...</b>

On the video, Miller, Trotter, Scott, Newsday columnist Ellis Henican and Fox News contributor James Pinkerton are seen preparing to go on the air when Miller says, "Oh, I do have something to say about Palin. I even prepared it. ...

eric seiger

<b>News</b> on Feliciano and Upton at GM Meetings - Pinstripe Alley

News on Feliciano and Upton at GM Meetings. ... News on Feliciano and Upton at GM Meetings. Mo_rivera_tiny by Travis G on Nov 16, 2010 1:09 PM EST in News � Tweet � 1 comment; Story-email Email; Printer Print ...

Obama 2012 - Doug Schoen - Fox <b>News</b> | Mediaite

Fox News' Democratic analysts have thrown President Obama under the bus: Doug Schoen and Pat Caddell suggested this weekend that the Democratic Party must cut off its head to stand a chance in 2012. Schoen was back on America Live ...

The American Spectator : AmSpecBlog : Fox <b>News</b> Contributors Mock <b>...</b>

On the video, Miller, Trotter, Scott, Newsday columnist Ellis Henican and Fox News contributor James Pinkerton are seen preparing to go on the air when Miller says, "Oh, I do have something to say about Palin. I even prepared it. ...

eric seiger

<b>News</b> on Feliciano and Upton at GM Meetings - Pinstripe Alley

News on Feliciano and Upton at GM Meetings. ... News on Feliciano and Upton at GM Meetings. Mo_rivera_tiny by Travis G on Nov 16, 2010 1:09 PM EST in News � Tweet � 1 comment; Story-email Email; Printer Print ...

Obama 2012 - Doug Schoen - Fox <b>News</b> | Mediaite

Fox News' Democratic analysts have thrown President Obama under the bus: Doug Schoen and Pat Caddell suggested this weekend that the Democratic Party must cut off its head to stand a chance in 2012. Schoen was back on America Live ...

The American Spectator : AmSpecBlog : Fox <b>News</b> Contributors Mock <b>...</b>

On the video, Miller, Trotter, Scott, Newsday columnist Ellis Henican and Fox News contributor James Pinkerton are seen preparing to go on the air when Miller says, "Oh, I do have something to say about Palin. I even prepared it. ...

eric seiger eric seiger
eric seiger

eric seiger
eric seiger

<b>News</b> on Feliciano and Upton at GM Meetings - Pinstripe Alley

News on Feliciano and Upton at GM Meetings. ... News on Feliciano and Upton at GM Meetings. Mo_rivera_tiny by Travis G on Nov 16, 2010 1:09 PM EST in News � Tweet � 1 comment; Story-email Email; Printer Print ...

Obama 2012 - Doug Schoen - Fox <b>News</b> | Mediaite

Fox News' Democratic analysts have thrown President Obama under the bus: Doug Schoen and Pat Caddell suggested this weekend that the Democratic Party must cut off its head to stand a chance in 2012. Schoen was back on America Live ...

The American Spectator : AmSpecBlog : Fox <b>News</b> Contributors Mock <b>...</b>

On the video, Miller, Trotter, Scott, Newsday columnist Ellis Henican and Fox News contributor James Pinkerton are seen preparing to go on the air when Miller says, "Oh, I do have something to say about Palin. I even prepared it. ...

eric seiger

<b>News</b> on Feliciano and Upton at GM Meetings - Pinstripe Alley

News on Feliciano and Upton at GM Meetings. ... News on Feliciano and Upton at GM Meetings. Mo_rivera_tiny by Travis G on Nov 16, 2010 1:09 PM EST in News � Tweet � 1 comment; Story-email Email; Printer Print ...

Obama 2012 - Doug Schoen - Fox <b>News</b> | Mediaite

Fox News' Democratic analysts have thrown President Obama under the bus: Doug Schoen and Pat Caddell suggested this weekend that the Democratic Party must cut off its head to stand a chance in 2012. Schoen was back on America Live ...

The American Spectator : AmSpecBlog : Fox <b>News</b> Contributors Mock <b>...</b>

On the video, Miller, Trotter, Scott, Newsday columnist Ellis Henican and Fox News contributor James Pinkerton are seen preparing to go on the air when Miller says, "Oh, I do have something to say about Palin. I even prepared it. ...

eric seiger

<b>News</b> on Feliciano and Upton at GM Meetings - Pinstripe Alley

News on Feliciano and Upton at GM Meetings. ... News on Feliciano and Upton at GM Meetings. Mo_rivera_tiny by Travis G on Nov 16, 2010 1:09 PM EST in News � Tweet � 1 comment; Story-email Email; Printer Print ...

Obama 2012 - Doug Schoen - Fox <b>News</b> | Mediaite

Fox News' Democratic analysts have thrown President Obama under the bus: Doug Schoen and Pat Caddell suggested this weekend that the Democratic Party must cut off its head to stand a chance in 2012. Schoen was back on America Live ...

The American Spectator : AmSpecBlog : Fox <b>News</b> Contributors Mock <b>...</b>

On the video, Miller, Trotter, Scott, Newsday columnist Ellis Henican and Fox News contributor James Pinkerton are seen preparing to go on the air when Miller says, "Oh, I do have something to say about Palin. I even prepared it. ...

eric seiger