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Most brands believe they are doing an outstanding job when it comes to social media, but the truth is, many are being active with no strategy in mind. Sure, you may be posting regularly and retweeting popular brands but is this really getting your brand anywhere? Are you really engaging with your audience?
Take a quick moment to reevaluate your social media strategy. A self-diagnosis will help you improve your social media engagement. Our Orlando marketing agencytalks about 5 ways to improve your social media strategy.
1. Self – Promotionitis
If you believe social media is just another advertising channel, you’re wrong. Remember that 80 percent of your content should be engaging or educational. The other 20 percent should be about new products/services and other self-promotional messages.
When it comes to customer services, refrain from using the same message over and over again. Customers don’t want to feel like they are getting an automated response. Instead, solve the problem at hand and create a customize message for each inquiry.
Un-link your accounts from auto-posting. A 500-character post on Facebook does not translate well on Twitter and loses its value. Each social media channel is unique and should have its own purpose.
Memes, Someecards, videos of babies and kitty cats are just a few examples of trendy marketing tactics that gain attention on social media. Although these examples are cute and funny, they don’t necessarily represent your brand accurately. Create trends that are unique to your industry or brand and use those other tactics sparingly, if at all.
5. Auto-Responding Syndrome
Sending auto-replies and thanking people for following your brand on Twitter look and feel like spam. Stop using automated bots and start to engage with your fan base on social media. Engagement should be natural and chatty not robotic.
The 4 main reasons why marketing translation is worth the higher price
Greater than 7 minutes, my friend!
For a first-time translation buyer, the complexity of translation pricing can be daunting, especially when it comes to highly creative material used for marketing and advertising purposes. How can a three-word slogan cost more to translate than a 200-word document?
I get it—it’s a valid concern. After all, most of us are careful with how we spend our money, and you—the translation buyer—have every right to question why your translation budget may end up running short for what you want accomplished.
So, without further ado, let’s discuss the 4 main reasons why marketing translation is worth the higher price:
1. It is more than just a word-for-word translation.
Literal translations, although frowned upon for lacking natural flow and for reading like a translation, can still get their message across without major consequences (hopefully!). But, when it comes to highly creative material, a word-for-word translation has the potential of deeply damaging a marketing campaign and affecting a client’s reputation of quality.
To give you an example, let me share an advertising translation that I did for one of my clients– a 15-second audio campaign:
You’re a fighter
Until flu season throws you a sucker punch.
Beat flu to the punch with a vaccine today.
Eres un luchador
Hasta que la temporada de gripe te golpee sin avisar.
Dale un golpe a la gripe vacunándote hoy.
Had I translated the two words literally, it would’ve presented a very confusing message to the US Spanish audience, and second, it would’ve damaged my client’s reputation—and mine! —terribly. So, this example goes to show how, for any marketing translation, creating something that’ll still incorporate the original theme without sounding foreign or strange to your new audience can be challenging. A marketing translator must understand the desired outcome thoroughly, and be given the freedom to not only translate the original, but to also make significant changes to it, if needed, in the process.
2. It takes more time.
The translation described above, although short and rather simple, took longer to complete than a regular translation with the same amount of words. Shocking, right?
This is true for two reasons. First off, computer-aided translation (CAT) tools, which most translators use to speed up translation time through the use of glossaries and translation memories (TM’s), may work great with many types of translation (such as legal, medical, social, etc.) but often aren’t helpful when dealing with slogans or other types of creative material. Since each marketing campaign is very unique, the translator is basically relying on his own understanding and experience with the source language and any other sources found online that could provide some extra light about the intent of the original message.
Also, translation work of this nature can’t be given a time limit for its completion based on other types of translation. For example, it would be unwise for a client to assume that a translator who took 2 hours to finish a 1,000-word document should be able to finish a 10-word marketing slogan in significantly less time. The length of time to complete a creative translation will be dependent on the translator’s ability to effectively come up with something that’ll have the same impact and resonance as the original. To achieve this, most marketing translators will do research on the subject, come up with different alternatives–and sometimes sleep on it until the next day–to finalize what they find to be the most effective translation for the original content.
So, as a translation buyer, you want a professional translator to take the time that’s necessary to provide you with a quality product, one that’ll speak positively of your business and make you proud. Simply put, a translation of this kind can’t be a rushed process. Pushing for a short term deadline may compromise the quality of your final translation, which is something you would never allow of an English marketing campaign that represents you as a business. Whether in English or any other language, it’s still your image that’s on the line.
3. It requires an understanding of culture.
I still remember when the Disney movie “Bugs” came out. In Spanish, there are several ways to translate the word “bugs,” but some of them are more culturally appropriate to use than others, depending on the Spanish audience. Because of this, Disney’s marketing team had to come up with two different titles; the first one, “Bichos,” was used in Mexico, a great choice for that audience, but not so great for the Caribbean, where the word “bicho” has a vulgar connotation. Therefore, the title “Animalitos,” was used to meet the cultural demands of the Caribbean audience.
Most translations used for marketing and advertising purposes–including website copy, brochures, slogans, name brands, quotes, and content copy—must be carefully studied to develop a marketing plan that’ll fit the new audience culturally. In other words, a translator, aside from having great language skills and being a good writer, must also be a language consultant and culture expert, offering skills that are vital to provide well-executed translations of this nature. Just like your English-written business documents are expected to be error-free and professional, you should also be as unwavering in choosing a translator that can provide you with the same level of perfection in your international marketing materials.
So, the importance of choosing a professional translator who’s familiar with who you’re trying to reach, who understands your audience’s cultural nuances, and is familiar with regional terminology can’t be stressed enough. These are the elements that’ll ultimately provide you with a translation that’ll speak positively of your business and effectively help you to establish your brand globally.
4. It demands a creative mind.
If you’re a client working with an advertising agency wanting to reach out to a specific audience in their native language, you’ll need to trust that the translator will provide a correct, non-literal equivalent that’ll still be in tune with your marketing plan.
Just recently I read an article that clearly illustrates the difficult task of slogan translation. The article, Inside the nearly impossible quest to translate “Make America Great Again” into Spanish, shares how several translators were asked to translate Donald Trump’s slogan and how more than sixteen versions were provided. In spite their efforts, none of the versions encapsulated the essence and meaning of such grand message. The article pointed out that, “slogans rarely translate well into another language, because a good one packs so much into so little.” And I couldn’t agree more. Very rarely a translated slogan carries the same rhyming and punch that the original provides. Trump’s slogan is a great example of this. “The assonance between make and –meric-, and between great and –gain, as well as in the emphasized pairs of vowels: make/great and America/again,” are lost in translation, which is why, in many cases, a new slogan must be created to fit its new audience.
In conclusion, translating marketing and advertising materials is hard work! It’s the art of finding the right words and addressing readers appropriately; it’s adapting a message from one language to another while maintaining its original intent, style, tone, and context; it’s finding the right phrases that make sense for your target audience, their culture, and always keeping your objectives and goals in mind. Although the field of translation will always require a certain level of language proficiency, creativity, and cultural understanding, these factors become more significant when dealing with marketing materials that represent your established brand for a new audience. So, the time and effort that are invested into these kinds of translations are definitely worth the higher price.
About the author:
Beverly Zayas Hayes is an English to Spanish professional translator specializing in translation & website localization in the following areas: social sciences, education, healthcare, marketing, advertising & business. A mother of five, Beverly is the founder/owner of Spanish Connect Translations, a translation agency based in Rexburg, Idaho. She graduated from Brigham Young University in Provo, Utah with a Bachelor’s degree in Clinical Laboratory Science, and on December 2015 she completed her Master’s degree in Spanish Linguistics from New Mexico State University in Las Cruces, New Mexico. Being a stay-at-home mom for most of her life, Beverly has now taken upon herself a new goal–to contribute to the world in a different way by jumping on the entrepreneurship bandwagon. She has the education, the cultural background, and the writing skills that are necessary to succeed in this competitive field and provide a quality product that will stand out among the rest. You may visit her website at spctranslations.com, or contact her via Twitter: MySpanConnect and email: email@example.com.
Via Charles Tiayon
Бета-тестирование нового инструмента Публичное творческий поиск общих, предназначенных для тестирования и обратной связи.
Появилась новая версия СС поиск для поиска изображений, которые распространяются по международной лицензии на общее творчество.
Он ищет по фотографиям, размещённым на фотохостингах Flickr и 500px, а также в цифровых архивах Нью-Йоркской публичной библиотеки, «Метрополитен-музея» музея и голландского «Рейксмюзеум».
Общее количество доступных работ на сегодня — 9 600 000.
"Обратите внимание, что search.creativecommons.org это не поисковая система, а, скорее, предлагает удобный доступ к поиску сервисов, предоставляемых другими независимыми организациями. УК не имеет никакого контроля над результатами, которые возвращаются. Не думайте, что результаты, показанные в этом поиске портала под лицензией СС. Вы всегда должны убедиться, что работа на самом деле под СС лицензией по ссылке. Поскольку регистрации нет, чтобы использовать лицензию СС, СС имеет никакого способа определить, что и не был установлен в соответствии с условиями лицензии СС. Если у вас есть сомнения, вы должны связаться напрямую с правообладателем, или попробовать связаться с администрацией сайта, где вы нашли содержание."
Для старых инструментов поиска, пожалуйста, посетите search.creativecommons.org.
Содержание кураторство является одной из самых простых стратегий для брендов, чтобы увеличить их следующим. Ли использование другого Контента в социальных сетях или курирование статей на вашем блоге, курирование могут помочь вам дополнить содержание, сохраняя при этом свою аудиенцию. Сочетая содержание и соответствующие материалы в легко усваивается ресурсов (почты, блога, социальной ...
Olga Senognoeva's insight:
Аннотируемый cборник cсылок под названием "Научные и исследовательские поисковые системы и источники". 70 страниц избранных ресурсов, как новых так и давно существующих , что поможет любому , кто пытается найти академическую и научную информацию, имеющуюся в Интернете
Internet Annotated Link Dataset Compilation titled “Academic and Scholar Search Engines and Sources” is now a 70 page research paper listing selected resources both new and existing that will help anyone who is attempting to find academic and scholarly information and knowledge available on the Internet. Each source is described along with the URL address than can be accessed. It is freely available as a .pdf file (467KB) at the above link from the Virtual Private Library™ and authored by Marcus P. Zillman, M.S., A.M.H.A.
Perhaps instead of focusing our concerns on technology as a wonderful aid to plagiarizers, we should focus on its ability to foster creativity and collaboration, and then ask ourselves (we are the clever adults here) how we can incorporate those elements into our formalized assessments.
Via Nik Peachey, Vladimir Kukharenko
The latest news about Google's head of search, Amit Singhal, to leave the company he spent 15 years with, had the shocking effect on the SEO community. And what is more surprising - his successor, John Giannandrea, is the one who has worked on artificial intelligence at Google (including RankBrain - the part of search algorithm which uses AI to work with a queries search engine was not able to understand before). With this change of executives, we may be on the verge of a new era - the era of transition from the algorithm-based search to AI-based search. To power its artificial intelligence, Google uses deep learning (also known as neural networks) - one of machine learning methods, which uses a mathematical model to mimic the way as human brain neurons work. Additional reading: What is Deep Learning Deep learning is built on the concept of digital neurons, organized into layers. Each layer extracts higher level features from the input data it receives and passes these features to the next layer - so, as the result, higher layers are able to understand the concepts behind the input data. For example, if we are going to analyze images with deep learning, the first layer will be fed with single pixels and this first layer can be "trained" to recognize shapes from these pixels. Then higher layers may combine these shapes to "understand" what are the objects displayed in this picture. If we just provide a few thousand of images with human faces to this neural network, saying "this is a face" - this is how we "train" its digital neurons to recognize a concept of "face" - so in the end, it will be able to recognize faces in any picture. The face concept, learned by the best neuron of the neural network. But modern neural networks don't have to be trained by humans. The so-called "unsupervised learning" allows detecting the concepts behind input data without any labeling. In 2012, Google engineers released a paper "Building High-level Features Using Large Scale Unsupervised Learning", where they used a 9-layered neural network consisting of 1 billion connections, to recognize faces from 10 millions of 200x200 pixel images. As the result, their network obtained 15.8% accuracy in recognizing 22,000 object categories (faces, cat faces, human bodies etc.) And nobody told the machine what's on the pictures! Currently, deep learning is used for speech recognition, natural language processing, images processing and other applications. Additional reading: How Deep Learning Was Implemented in Google In 2007, professor Geoffrey Hinton, one of the pioneers of neural network systems, gave a Google TechTalk about Deep Learning. This started all the buzz around neural nets, and soon Google (as well as IBM or Microsoft) began to hire the experts in this field. In 2011, Google’s computer science superstar Jeff Dean and AI professor Andrew Ng started a project to build a huge neural network. After the first results were delivered in 2012, the project changed its unofficial name “Google Brain” to “Deep Learning Project.” They were working on speech recognition, images recognition (for example, to provide automatic captions), ads, street view, self-driving cars and other tasks. Results of their work were successfully incorporated into Google’s products. In 2013, Google acquired DeepMind, an AI company based in London. For DeepMind’s CEO, Demis Hassabis, the ultimate goal is to create a universal AI machine that will process any information from anywhere, and then it will know what to do next - just like a human brain does. This clearly indicates the vector of Google’s movement. Amit Singhal was against using machine learning inside Google Search because it is not clear how neural net ranks the results and thus more difficult to tweak its behavior. This resistance cost him a career. Additional reading: How Deep Learning Will Change SEO Threat #1: No control over search algorithm Amit Singhal was correct - with neural networks using unsupervised learning, it is very hard to define which factors the machine uses to rank websites in search, and how these factors are related to each other. The factors which are considered less efficient for now (as, for example, working under HTTPS or having valid W3C markup) can obtain higher importance for an AI-based ranking algorithm - because the machine uses a different approach when it creates its own concepts from input data. Moreover, the AI may even start using factors which Google doesn’t use to rank websites. And neither engineers nor users won’t know that. Threat #2: Potential errors due to the nature of deep learning method Do you remember how Google translate, which is also based on machine learning, converted “Russian Federation” to “Mordor” in its Ukrainian-to-Russian version? Other errors included “Russians” translated as “occupiers” and the name of the Russian minister Sergey Lavrov translated as “sad little horse.” This happened due to how neural net works with data. And while this particular error has been noticed and fixed, imagine how many errors will go unnoticed (and unfixed). Threat #3: Heavier personalization With AI technology already used to deliver Google ads, it is clear that search results will be personalized more heavily over time. Thus, each visitor will have the search results based on his/her previous search queries, age, gender, income and all other information collected by Google. So rankings will be based on user’s persona, and not on how the search results are relevant to the particular query. Additional reading: The Post-Algorithmic SEO In this post-algorithmic world, it will be impossible to build links or optimize pages in order to manipulate search results. Even “SEO-friendly” term may disappear. Instead, the only thing to focus will be “user-friendly.” To survive, the remaining search engine optimization experts will switch to less technical methods, such as content marketing, social media channels and paid advertising. And this will be the end of SEO as we know it.
Via Riaz Khan
10 Myths About Computer-Assisted Translation
Via Charles Tiayon
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Do not assume that the results displayed in this search portal are under a CC license. You should always verify that the work is actually under a CC license by following the link. Since there is no registration to use a CC license, CC has no way to determine what has and hasn't been placed under the terms of a CC license. If you are in doubt you should contact the copyright holder directly, or try to contact the site where you found the content.
Learn more / En savoir plus / Mehr erfahren:
Via Gust MEES
In my previous post, I outlined the crisis of credibility that has beset scholarly information. In this post I present the first in a series of posts explaining the GeSTE windows model for the critical evaluation of information (Lupton 2008, Lupton & Bruce 2010). The GeSTE windows is a way of seeing information literacy as…
Olga Senognoeva's insight:
Сейчас в Интернете активно используется более 1700 поисковиков. наиболее полезными и интересными, на взгляд автора подборки, являются следующие:
new http://search.carrot2.org/stable/search – поисковик и агрегатор в одном флаконе.
new http://www.slikk.com/ – еще один поисковик.
https://censys.io/ – новый поисковик по интернету вещей. Конкурент Shodan.
http://infospace.com/ – активно развивающийся и релевантный метапоисковик.
http://globososo.inspsearch.com/?qc=web - метапоисковик, объединяющий Google, Bing и Yahoo.
https://www.facebook.com/facebookmedia/get-started/signal - инструмент Signal для поиска новостных поводов в Facebook и Instagram. Пока открыт только для журналистов.
https://ahmia.fi/search/ - поисковик по Tor.
http://www.meltinfo.com/ – эффективный поисковик по документам в различных форматах, размещенных в интернете. Поддерживает английский язык.
http://www.heapr.com/ – быстрый и полезный поисковик
https://www.blippex.org/ – приватный, не собирающий данные, поисковик
http://www.searchenginesindex.com/ru/ – подборка региональных и национальных поисковиков с группировкой по странам
http://redz.com/home – поисковик с расширенным превью страниц. Больше смотрите по ссылке: