We started with our “Wall O’ Discovery” where we delved into the history of Cabaret, from Moulin Rouge to Liza Minelli’s cabaret to classic French depictions — so risqué they’d turn a cabernet into a blush!

Our research brought us to one conclusion: There is a plethora of “Cabaret and Cabernet” events. And most of the logos are pretty much the same; a sea of high kicking gams awash in glasses of red wine. To break the mold, we started with the name. We wanted something they could own, something catchy, yet marketable that delivered on the “Cabaret and Cabernet” theme.

The solution began with a tagline: “Because you Can Can” which sparked a flash of inspiration, “Cab Cab — Because you Can Can”. Visually we wanted the logo to be just as fun as the title — a graphic icon people would get a kick out of (pun intended). Thus was born a walking glass of Cabernet to quench the thirst of Cabernet and Cabaret lovers everywhere. This playful glass of Cabernet was chosen unanimously by the committee and will be the logo for the upcoming event in May 2010.

We urge you to support the students of Rosen College in this first ever fundraising event of its kind. Why? Because you can can.

If you own a Web site, chances are someone’s told you that in order to get your site to the first page of Google’s search results, you have to do ‘link building’.

Very briefly, link building means getting a bunch of other Web pages to link to your Web pages. Search engines consider each one of these inbound links a vote of confidence in your Web site—if people like it so much they want to link to it, it must be good—and they reward you by giving your Web site better positions in the results page.

But there are good links and bad links. And all too often the people who try and sell you link building services are selling you useless links.

A Good Link

It’s a more complex topic than one can cover in a short blog, but generally speaking a good link is one that comes from a site that has subject matter related to your site; links to a relevant page within your site—not just the home page; and contains linked keywords as opposed to ‘click here’, or the name of your Web site.

e.g. ‘We love these stunning bridal accessories’ is better than ‘Click here for stunning bridal accessories’ or www.BebesBridal.com.

A Bad Link

A bad link is one that has no value as far as being a vote for your Web site is concerned, or appears on a page that has no Page Rank. It won’t do any harm, but if you’ve paid someone to do link building for you, you want them to knuckle down and get valid, authentic links that are useful to people who encounter them online.

A Nasty Link

Link building gets into scary territory when it goes from being simply harmless to being downright deceptive. I recently encountered a ‘top’ link building company that assured clients ‘great positions for at least ten of their keywords’, with maintenance payments required on a monthly basis. If the client were to discontinue the monthly payments—and here’s the nasty part—they would immediately lose their top positions.

Red flag. Authentic, widespread links don’t just disappear. This tells me one thing: the links they are getting for their clients are all smoke and mirrors. And threatening a client with an instant dive in rankings if payment should stop? That sounds more like blackmail than business.

It’s not always easy to tell what you’re getting when someone tells you they’ll ‘do link building’ for you, but here’s a list of red flags to look out for:

• They offer to submit your site to thousands of top directories.
There are not thousands of directories worth being in.

• They say they’ll get you thousands of links really fast.
They’re submitting your site to thousands of directories.

• They charge a few hundred dollars.
Real link building is time consuming and seldom cheap.

• They tell you your links will ‘go away’ when you stop paying.
Links worth their salt don’t go anywhere in a hurry.

• They tell you they’ll create blogs just for your link placement.
Of course they will—blogs that have no purpose other than being a vehicle for your link.

• They claim to have software that automates the link building process.
Like quality search engine optimization, there is no automated process that can compete with a well thought out strategy.

• They contact you via email or the form on your Web site to sell you a link building program.
Good link building companies are not doing this.

• They offer to write excellent descriptions, articles, or blogs for you, but the grammar and spelling on their own Web site is seriously funky.
‘Nuff said.

• Their link building consists of posting comments in ‘dofollow’ blogs.
This is a fast and effective way of tunneling directly into your wallet and systematically removing your dollars one at a time.

If you’re considering a link building campaign to help boost your Web site’s presence on the Internet, do your homework first, and don’t sign up for a service impulsively. And if you need direction—we’d be happy to help.

That’s what Denajo Amaro was doing before the SBDC Youth Business Concept Competition. As he scanned the crowd for the arrival of his 7th grade teammates, he set up his model, arranged his hand-printed labels, and sat shyly in his plastic chair behind his display in the center of the mall.

As a judge, I wanted a close-up look at each exhibit and a chance to interview each student personally to hear their explanation of how their prototype would attract tourism for their home island of St. Thomas.

Denajo’s entry was surely made by the students themselves. His slightly awkward presentation of “The Yard” demonstrated island culture in the 1700s complete with outdoor cooking fires, laundry stones and native fruit trees. When asked to explain, Denajo softly told me that this typical family yard would be built as an attraction near a popular tourist beach to encourage visitors to experience how a Virgin Islands family spent their day hundreds of years ago. As he got into his presentation, he rose out of his chair to point out details. This kid new his stuff. He got louder and more animated and could answer every question asked of him. Those who know me know how delighted I am with bright children and love to challenge them with questions. Denajo was one of the best I’ve grilled.

The competition began. The other 3 teams — all from high schools —presented with colorful exhibits, videos and slick powerpoints set to music. And still, Denajo sat alone. Forced to forfeit or present, he courageously rose and started his explanation of “The Yard”. His parents, teachers and advisors sat behind him, silently supporting him.

We, the judges, cast individual votes for the project we felt would most boost tourism without consulting each other. We all held our breath as the winners were announced. It was down to two teams; the slick high-tech presenters in suits and young Denajo, sole defender of the 7th grade. And he won.

We can take some cues from Denajo Amaro. He wasn’t about flash and pomp. He won by having a good idea, believing in it so thoroughly that he spread his enthusiasm to everyone in the audience. All by himself.

His project has been funded and being built just as he had imagined, near a popular beach.

It’s great to hear that Annie with TooJay’s Gourmet Deli was besieged with coupons from their eblasts. We’re honored that Orlando Ballet Artistic Director and dance legend, Bruce Marks, thought the Nutcracker Direct Campaign was the best he’s seen. We love it when drivers are singing along in their cars to the McDonald’s Snack Wrap Rap.

Reaching the right audience, in the media they are most influenced by, with a creative message that tickles their funny bone or resonates with emotion, is the key to making the right impressions that build brand relationships.

It’s not enough to buy an ad or book a spot or send a lackluster email. Invite your audience to become involved with exceptional creative. Make them want more. Only then will you get results — and maybe win some awards!

A user’s Twitter homepage is like a Yahoo! homepage of their favorite topics.  When you log in to your account, you see updates from people, brands and topics you’re interested in.  Think about your homepage on the internet.  When you connect and are directed to your homepage, like Yahoo, you get the latest updates in several categories from sports, entertainment, news and more.  But when you log into your homepage on Twitter, you get updates from specifics – Orlando Magic, Oprah, CNN.  Maybe you are only interested in SEC football, so instead of seeing general sports updates on your Yahoo! page, you follow SEC Sports on Twitter and only see updates regarding the SEC when you log into your homepage.
Since Twitter is a way to relay information to followers, it is particularly beneficial to company branding.  Let your fans and followers know about the latest product you are working on or the new remolding your chain is undergoing.  Offer followers “Twitter-only” specials and discounts to encourage them to follow you.  Do a quick search for your resort, such as The Breakers in Palm Beach, and see who is tweeting about staying at the resort right now.  Follow those people and send them a direct message offering them a discount for a spa service during their current visit.

Many companies are afraid of having their brand out on social networking sites because they are worried a disgruntled customer will try and ruin their reputation.  It’s quite the opposite, though.  If someone was upset with a service they received, they might write a letter that would take weeks to get into the right hands of someone who could handle the situation.  In the meantime, they would tell the people they knew about how horrible there service was.  With Twitter, that person could go straight to the site, or their Twitter page, and let them know they were upset, and your company can get back with them instantly and try to work out a solution.  Then everyone who follows you sees that you care enough about every customer to reach out and help them in a reasonable and timely manner.

Twitter is also a great way to get customers involved in your brand, not just by liking and using your product.  Customers can feel appreciated and connected to the brand.  Whole Foods is a perfect example.  If you’re looking for lavender essence for a special cake you want to bake, but don’t want to drive all over town to find it, just ask, or @reply, the store.  In a few seconds you can ask Whole Foods if it is a product they carry and where it would be in the store.  They will respond, and quickly!

Twitter has also taken over the entertainment industry.  Nearly every celebrity, athlete, TV Show and production company is on Twitter.  If you’re addicted to watching Gossip Girl, you can follow them on Twitter and tweet about the episode you are watching right now!  Want to know who makes the shoes Blair is wearing?  Send them a message on Twitter and find out.  The Today Show updates their Twitter page often, offering quick updates about a story discussed on the morning show and a link redirecting you to their site to read the full article or watch a clip of the show.  They are able to use Twitter to get more eyeballs on their website.  They can send out quick breaking news updates or just let people know what is coming up on the show in the next hour.  Interested in the new upcoming summer blockbuster?  Follow the movie on Twitter and you’ll likely find trailers and behind the scenes footage as well as updates on how the actors are preparing for the roles.  It’s a great way to create some pre-buzz excitement.

Maintaining your company’s Twitter account is much more manageable than you might think.  There are so many applications available to make organizing and updating quick and easy.  Successful accounts should be updated regularly.  If you don’t feel like logging on daily to tweet, use TweetLater to set up a series of tweets that can go out at specific times.  Have all of your direct messages or @replies sent to one place so you don’t miss anyone’s questions or comments using Tweetr.  It also allows you to cross-post updates throughout several social networking sites at once.  Find people near your location with NearbyTweets and see who is tweeting about you with Tweetbeep.  Run a promotion with a direct link to your site and use TweetBurner to track how many people click through.  It’s not necessary to stay on Twitter all day in order to manage and maintain a successful account.

Overall, Twitter is a fun and easy way for customers to keep up with their favorite brands and a way for brands to keep their customers informed.  Twitter allows brands to engage customers instead of just one-way communication like traditional advertising.  It’s not intrusive since followers decide who they want to pay attention to.  You just have to make sure you have something interesting to say!

Carolyn Price is a partner in EngineHounds Search Engine Optimization Company in Fort Myers, Florida. Search Engine Optimization (SEO), is the process of making your Web site content 100% recognizable to Google and Yahoo so they can deliver it to potential Web visitors.

More and more, companies rely heavily on something quite intangible for their survival—the Internet.

And I do mean survival.

Twelve months ago, one of my clients was lured away from his Web developer by the offer of cheaper services. Unfortunately, he didn’t signal his intentions to me as his optimization consultant, and during the transfer his new developer deleted important code resulting in a catastrophic loss of Web traffic. Today his company is barely hanging on by its teeth.

After more than a decade of widespread commercial use, the Internet is still an uncomfortable place for many organizations depending on it for growth and sales. It’s enthusiastically embraced, yet frequently misunderstood. Companies wanting to remain competitive understand that adding a Web site to their marketing activities is no longer up for debate, but for too many, their Web site is an enigma. As a search engine optimization specialist, I see the evidence of this on a regular basis. Organizations consult EngineHounds about optimizing their Web site so that ‘people can find it on Google.’ But what we frequently discover is that, to Google, their site may as well be invisible.

What does that mean?

It means that their drop-dead-gorgeous, expensive, painstaking months-in-development Web site looks like nothing more than a white spot on a snowman to the search engines. It’s perfectly possible that two Web sites which look identical to the human eye can appear not even vaguely similar when viewed by Google. Depending on how they were developed, Google might see one as a truckload of juicy information and the other as a blank page. And Google needs the juicy information in order to deliver Web pages appropriately to Web searchers.

So, what does Google see when it looks at your Web site?

It’s easy enough to find out. Give your Web site a quick run through a search engine simulator.

Here’s a great simulator: http://totheweb.com/tools/spider-test/index.php

Simply type in your URL (www.yoursite.com) as directed, click Run the Simulator, wait a few seconds, then scroll down to see what Google sees when it looks at your site. Notice that your graphics don’t show up. That’s because Google doesn’t ‘see’ graphics, it uses your text to identify your content.

Pay particular attention to what shows up next to these three important areas:

Title, Text, and Links.

Is the space to the right of them blank, or is it populated with descriptive text that tells Google what your site is about? If any one of those areas is blank or contains little more than your company name, then your Web site could be in dire straits.

Look at how Google sees an ideal Web site

Run National Geographic’s URL through the simulator (www.nationalgeographic.com) and see how it compares to yours. Their site’s home page is well populated with text. It has descriptive words in the title and the page text, and it has links that guide Google to all the other pages of the site. These are components that Google needs in order to navigate your site, identify the content of all your Web pages, and show them to your potential customers.

What if your page comes up empty?

If the simulator view of your site is missing a lot of the information that appears to be present on your home page, it’s possible that your site has been developed in a way that is not search engine friendly:

• It may be built in frames
• It may have a splash page, or entry page, with very little text on it
• It may have been built in Flash
• It may be made out of sliced up graphics – even though it appears to have text on it.

Recovering from an invisible site

If the simulator indicates you have a problem, you must address it. It may mean a quick fix, or it may mean your Web developer must rebuild your Web site in collaboration with a search engine consultant. And if that makes you cringe, think about it like this: there’s a damn good chance that the cost of redeveloping your site using a search engine friendly method is lower than the price you’ll pay in the long term for a site that potential customers never find.

So, look at your Web site like a search engine does. It could be the best thing you do today.

How did you spend your weekend? Mine was spent with the world’s most famous clown and thousands of wide-eyed children. It was thegrand opening of the newest Virgin Island McDonald’s in St. Croix. We took the Seaplane over at 6:45 AM. Ever been on a Seaplane? If you have, you’ll laugh at the pilot’s advisory not to run up and down the aisles. Hard to do from a 90 degree stooped position!

We had arranged for a police escort for Ronald McDonald from the Seaplane dock through the lovely streets of Christiansted and then to the new restaurant. I was not surprised to see children jumping up and down screaming as they recognized the flamboyant red wig and bright yellow suit. What was really fun was watching the adults. Huge smiles broke out, cell phone cameras clicked away accompanied by exuberant waving and cheering that rivaled a presidential tour.

The restaurant was packed with happy children clutching French fries, laughing and dancing. Parents were thrilled to to have hours of entertainment for the price of a Happy Meal. I was more than happy to give out hundreds of balloons and have red rubber balls and coins magically pulled out of my ears.

Statistics indicate that the vibe transmitted from a grand opening lasts in the minds of consumers for 7 years. By all appearances, this McDonald’s is going to be very McPopular. 

I think the more ‘channels’ businesses can provide to their customers the better, especially when it comes to customer service. I’m going to use a recent situation I experienced with my cable company as an example of how social media could be proactive and handle the issues.

Our cable TV service went out one afternoon and stayed out for hours. I attempted to call the company to get service and the phone just rang and rang. I then decided to go to their website to contact support and the site would not come up. Eventually their site did load up after several minutes but no information on the situation and worked way to slow to actually use it. So now what? I ended up doing a search on twitter and google and eventually found some posts from a blogger at the local newspaper who had a full account on the issue. Apparently there was a system wide outage that affected a large number of customers so everyone was trying to call/visit their website for more information which brought the cable company’s customer service department to a halt. The only information I received at that point was using Twitter to follow the updates of this writer and other customers writing in to explain their situations.

Why didn’t the cable company have other means to explain the situation? Will they now have new plans in place? Imagine the same scenario but now the cable company uses Twitter and/or Facebook to write a simple post to explain the situation. Nice little snippets of information that could alleviate a phone call or email request. These social media sites are also hosted elsewhere so you don’t have to worry about it crashing your own server as customers scramble to get information on the situation.

The possibilities are endless out there for businesses to use social media in different ways to keep their customers happy. Content is king on the web and giving your clients the means to get that content is what is ultimately crucial to keep everyone happy. There is the debate in social media that most people don’t care what it is that you are wearing or eating, etc. but I’m sure they would want to know when you are releasing that new product or have an important issue to send out to your customers quickly and easily.

All those CD Spanish lessons on the way to and from work didn’t prepare me for total and immediate immersion in another culture. The jolt of being a communicator not being able to communicate was paralyzing. Like many big cities, it looked familiar but the sound track had gone askew.

For instance, I looked forward to a famous Argentinean steak. I was prepared with my Spanish: Carne! Instead, I was faced with Lomito, Chorizo and Ojo de Bife. It was time to put away the dictionary and just go for it.

With my new what’s-the-worst-that-could-happen attitude I discovered many wonderful things. Proveleta, dulce de leche, alfajores and many tasty Malbecs. I also found that when I didn’t try so hard I could even carry on a conversation — so what if the verb tenses were wrong! It was part of the fun of exploring and meeting new people.

A vacation is like a mental defibrillator. Looking at people, places, menus freshly. Trying to figure out the advertising on TV and billboards without translations. Making new Facebook connections. It’s all good. It’s all fodder for the next campaign or radio spot, from a slightly different vantage point.

Take my advice: Take a vacation. Take a break from whatever you call normal. Jump start your brain.