Saturday, January 5, 2013

AT&T, Microsoft among donors to Obama's second inauguration

WASHINGTON (Reuters) - More than 400 donors, including AT&T Inc and Microsoft, have contributed money to help pay for the festivities to mark President Barack Obama's inauguration to a second term, organizers said on Friday.

The committee of Obama supporters organizing the parade and other gala events did not say how much money has been raised so far, disclosing only the list of "benefactors," most of whom are individuals.

In 2009, the presidential inauguration committee raised a record $53 million for his first inauguration, refusing corporate donations and capping the maximum donation at $50,000.

This year, the committee is accepting funding from corporations and has encouraged gifts of $250,000 from individuals.

Aside from AT&T and Microsoft, other corporate donors listed were pharmaceutical company Genentech, which is part of Swiss drugmaker Roche Holding AG,, health insurer Centene Corp, and West Coast wealth manager Whittier Trust Co.

Obama will be publicly sworn in for his second term on January 21. The inauguration is expected to be much smaller than Obama's first, which attracted a record 1.8 million visitors. Organizers have planned only two official balls, down from 10 in 2009.

(Reporting by Roberta Rampton; editing by Philip Barbara)

Source: http://news.yahoo.com/t-microsoft-among-donors-obamas-second-inauguration-023650306--finance.html

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Friday, January 4, 2013

The Clone Wars: Asking Geopolitical Questions to Pre-Teens ...

[Enjoy this guest post from frequent contributor Timothy Swann! - Ed.]

?There are pockets of rebels on many of these planets that just need guidance. With training and resources, they could attack soft targets??

?Now, to be clear, we are not here to fight your war; rather, to show you how to conduct it in the most efficient and successful way possible.?

?I think of it as an insurgency to help realign these planets with the Republic.?

The world is a difficult place. We?re surrounded by war, suffering and revolution ? and the news is rightly filled with discussion of the rightness or wrongness of our own nations? involvement in such affairs. Sometimes we want to get away from it all. Many of us, it seems, do it by diving into cartoons whose technical demographic is far younger than our own ? the successes of Friendship Is Magic, Adventure Time and The Clone Wars all speak to this.

Trouble is, the Clone Wars isn?t really a kids show.

We?ve heard before on the site here that The Clone Wars is tragedy dressed up as heroic legend and that it lionises the clones and their morally questionable Jedi generals, but the evocation of the Iliad and the bioethics of a clone army don?t usually speak to day-to-day political issues. The current series of The Clone Wars, on the other hand, does just that.

The Clone Wars Season Five, subtitled Army of Revenge, quickly dispenses with the silliness of Darth Maul and his brother Savage Oppress to move on to its first multi-part storyline, which concerns the Republic handwringing (they may use unethical clonetroopers, but they think about it all the time) over whether they ought to intervene in a civil war on the planet Onderon. Onderon is a planet with a history of violent internal conflict, as well as leadership that can only be described as categorically evil. The last time the Republic got involved in the internal matters of Onderon, it led to a galactic war. The Republic decided, considering how many civil wars there are that fall along Separatist versus Republic lines, to use Onderon as a trial case. Send the Jedi to equip, resource and train the pro-Republic forces and have them overthrow the relatively legitimate government of Onderon without direct attacks on the Separatist-backed Onderonian government led by King Sanjay Rash.

In other words, whether NATO should have intervened in Libya.

cw-royalty

Firstly, the Republic was using this as a test case ? many were wary of getting involved, but there were many opportunities for the Republic to replicate this if it proved succesful. As it stands, the impact of the Arab Spring remains strong in many nations ? it has provoked uprisings and civil wars. The USA or NATO or the UN, which each here roughly align with the Republic ? a force for democracy that isn?t always a shining example of doing it well or effectively ? have not intervened except in one case, that of Libya. But the idea that those groups might do the same in Syria is certainly not off the table, though the idea that it might be achieved with limited involvement seems increasingly unlikely. Thus far, NATO has only gone as far as trying to limit the civil war?s impact on Turkey, one of its oldest member states. Greater intervention in Yemen may yet occur to act against Al-Qaeda, dependent on the new unity government?s success at that mission.

The Onderonian Resistance was based around loyalty to the ousted King of Onderon, Ramsis Dendup, the deposed and imprisoned king. He, however, has no operational or indeed direct input to the rebels, but merely serves as their inspiration. The royalist flag of the Libyan rebels similarly evokes King Idris I, who was deposed, exiled and sentenced to death by Gaddafi. Idris I was pro-UN and pro-British but did not get involved in the Cold War, just as Dendup supported the Republic but did not involve himself in the Clone Wars. Equally, Gadaffi supported the Soviet Union, but also, like Rash, maintained a great deal of personal independence.

The key military objective for the rebels was retaking the occupied city of Iziz, which is the capital of Onderon. This battle takes time ? the city was filled with a superior military force and the population are terrified. In Tripoli, an initial uprising in February 2011 was put down more successfully than elsewhere, and the layout of the city and shutdown of the internet made it a key Gaddafi stronghold that held until the rebels could bring well-trained and well-equipped forces into play. The Onderonian rebels had the advantage of anti-droid weaponry which would not harm civilians, but the battle was not truly accomplished until they broadcast propaganda holographically and the impotent brutality of the King was revealed. As the rebels approached Tripoli, on the 20th August, an uprising began within the city, aiding the rebels in taking it.

Focusing on specialist weaponry, the Onderonian rebels were skilled at guerrilla tactics and urban warfare, but proved immensely vulnerable to Separatist HMP Gunships, lacking any means of gaining air superiority. The Republic, admittedly via Black Market sources, provided the rebels with rocket launchers that allowed them to wipe out the gunships and redress this balance. Efforts of a different sort but with the same aim were taken by NATO in establishing a no-fly-zone. As far as I am aware, no fighters were engaged in this operation, but air defences were destroyed, and the aircraft also targeted ground and naval vehicles to defend civilians and rebel forces that they themselves could not expect to counter.

Fear will keep them in line!

Fear will keep them in line!

Returning to taking the city ? one of the reasons why the rebels entered Tripoli so swiftly was that a Loyalist commander surrendered one of his guard battalions to repay the murder of his cousin by the regime years before. The moral quandary for the head of the Onderonian Militia is more complex ? General Tandin wants to preserve the peace and livelihood of the people of Onderon, but in the end it is personal reasons that causes him to move from supporting King Rash to King Dendup ? that he will not see the former King executed in front of the people. From this point on, Rash is hamstrung, relying only on outside forces that cannot be trusted.

The leader of the Onderonian Resistance is unclear at first, but emerges by popular assent to be Steela Gerrera ahead of her more militant brother Saw and the more peaceful former Senator Lux Bonteri.

However, the conflict ends with the death of this leader in fighting the air power of the state ? a gunship shot down by the rebels crashes, leaving both Steela and the rightful King in mortal peril. The Jedi Ahsoka Tano attempts to save them both, retrieving the King, but another gunship wounds her and she releases Steela from her telekinetic grip to fall to her death. Similarly chaotic events led to the death of one of the key leaders of the Libyan rebels ? Abdul Fatah Younis was the Commander-in-Chief of the rebel military, having formerly been the Minister of the Interior for the Gaddafi government. Whilst coming back from Benghazi where he had discussed with the rebel leadership his family?s ties with the regime, though those who summoned him may not have had the authority to do so, his car was attacked. He was shot dead during the attack. One of two offshoots of the main NTC rebels are believed to have been involved ? both seeking revenge for his actions as Minister of the Interior. He was, nevertheless, buried as a hero of the rebellion.

So long as we don't turn the country over to religious fanatics ...

So long as we don?t turn the country over to religious fanatics ?

Each civil war is ended by the death of the dictator. In the case of Libya, Gaddafi was found and either killed in crossfire or summarily executed by the rebel forces. This was after a satellite phone call he made was intercepted by NATO, who sent air forces to disable his convoy and allow the rebels to capture him. By contrast King Rash was killed by the Separatist droid general sent to lead the Separatist units at the forefront of the civil war, apparently because of his uselessness to the Separatist cause having failed to crush the rebels.

To conclude, there seem to be a good number of parallels, which might be considered surprising for the genre and target audience of the show. But the Star Wars Expanded universe always has this in it somewhere. The Yuuzhan Vong spoke to the fears in the War On Terror of an ideological battle against something supposedly more alien than Communism. Legacy of the Force shows how moves to create safety reduce freedom. Fate of the Jedi references the Arab Spring continually.

Equally, the original Star Wars films were designed as a specific political fantasy: George Lucas said in 1973 (as quoted in The Making of Star Wars) that:

?The Empire is like America ten years from now, after Nixonian gangsters assassinated the Emperor and were elevated to power in a rigged election; created civil disorder by instigating race riots, aiding rebel groups, and allowing the crime rate to rise to the point where a ?total control? police state was welcomed by the people. Then the people were exploited with high taxes, utility, and transport costs. Gangsters, a cartel made up of power companies, transport companies & crime organizations. Other companies had to pay bribes to stay in business.?

More recently, when asked about the parallels of Revenge of the Sith and George W. Bush (in the audio commentary to Revenge of the Sith), he stated:

?When I first started making the film [the first Star Wars], it was during the Vietnam War, and it was during a period when Nixon was going for a third term ? or trying to get the Constitution changed to could go for a third term ? and it got me to thinking about how democracies turn into dictatorships. Not how they?re taken over where there?s a coup or anything like that, but how the democracy turns itself over to a tyrant.?

So, be aware the next time you turn on Cartoon Network (or as it will soon no doubt be, Disney XD), you might just be getting involved in an unlikely geopolitical analogy, without even so much as a Gadaffi Stick joke.

cw-banner

Timothy Swann is that one with the British accent. He talks about Star Wars literally all the time on the Psycomedia Podcast and he twitterates on @tetrarchangel.

Source: http://www.overthinkingit.com/2013/01/04/clone-wars-libya/

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Congo rebels demand government sign ceasefire for talks

BUNAGANA, Democratic Republic of Congo (Reuters) - Congolese rebels on Thursday threatened to walk away from this week's peace talks to end their nine-month revolt unless the government signs an official ceasefire, a demand Kinshasa dismissed as unnecessary.

The rebel March 23 Movement, preparing for talks on Friday in Kampala, capital of regional mediator Uganda, said government troops had reinforced positions in the east of Democratic Republic of Congo (DRC) and warned it would resist an offensive.

"If Kinshasa continues to refuse to sign a ceasefire, M23 is going to ask its delegation to return to DRC. We will wait and when they say 'we're ready to sign (a ceasefire)' we'll go back," Jean-Marie Runiga, head of the rebels' political wing, told reporters in Bunagana, a border town under rebel control.

The first attempt at peace talks to end the nine-month rebellion in Congo's volatile east failed last month amid threats and accusations.

A government spokesman dismissed the rebel demand.

"There's no point in a ceasefire. When did we declare war?" Lambert Mende told Reuters by telephone. "This group wants permission to kill Congolese without the army reacting, and we will never accept that. If they attack us, attack the people, the army will defend the people."

Negotiations began last month after regional leaders secured a rebel pull-out from the city of Goma in Congo's eastern North Kivu province. The front lines have been quiet since, although the talks quickly stalled in a climate of deep mistrust.

Foreign powers fear the conflict could spark another regional war in a borderlands zone that has suffered nearly two decades of turmoil. Neighboring Uganda and Rwanda are accused by a group of U.N. experts of supporting the rebel campaign.

Successive cross-border conflicts have killed and uprooted millions in the Congo basin since the colonial era, driven by political and ethnic divisions and competition for minerals.

At first, M23, named after a 2009 peace deal for eastern Congo, said it had taken up arms because the Kinshasa government failed to honor its side of the bargain, under which rebel fighters were integrated into the army. It later broadened its goals to include the "liberation" of all of Congo and the removal of President Joseph Kabila.

U.N. BLACKLISTED

M23 is led by Bosco Ntaganda, a Tutsi warlord indicted by the International Criminal Court. This week the United Nations blacklisted M23 along with another Congolese rebel group.

"We need encouragement from the U.N., not sanctions," said Runiga, dressed in a sharp suit and flanked by fighters clad in crisp fatigues and brandishing automatic rifles.

Nestled in lush green hills less than a kilometer from the Ugandan frontier, Bunagana fell into rebel hands last July after government soldiers fled.

The other group hit with U.N. sanctions was the FDLR, or Democratic Forces for the Liberation of Rwanda. The FDLR is a Rwandan Hutu group that opposes Rwandan President Paul Kagame's Tutsi-led government and includes militiamen suspected of participating in Rwanda's 1994 genocide.

One M23 commander, Bertrand Bisimwa, said Congo's government had air-dropped FDLR fighters to reinforce army positions near Goma last month. Officials from the government were not immediately available to comment on the accusation.

The U.N. peacekeeping force in Congo, MONUSCO, rejected talk that the number of FDLR fighters had risen to several thousand.

MONUSCO said on Wednesday that the group had "no more than a few hundred" fighters in the region and dismissed claims that weapons and munitions were being supplied to the FDLR.

(Additional reporting by Richard Lough in Nairobi and Bienvenu Bakumanya in Kinshasa; Writing by Richard Lough and Richard Valdmanis; Editing by Tom Pfeiffer and Jason Webb)

Source: http://news.yahoo.com/congo-rebels-demand-government-ceasefire-talks-155119645.html

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Introducing New Baby to Siblings: Easy Tips To Follow & Things To ...

Introducing New Baby to Siblings

Easy Tips To Follow & Things To Remember!

Back in September (2012) I discussed a few tips and methods to use when introducing pregnancy and baby to your child(ren). Having a new baby in the home can be a huge change for children, but luckily we can make the transition as easy as possible and a happy experience for everyone. My little girl will be here in 20 DAYS, so I am starting to increase the discussion about a new baby around our home and help my son understand that this is very real. Introducing new baby to our son is very exciting, but we?re also nervous!?

We didn?t hide the idea of a new baby at all and actually told our son that I was expecting a baby the second we found out. While other parents may prefer to wait a few months, I did discuss this with my husband and we both decided it would be okay to tell our son early on. Looking back, I have no regrets and think that has helped him understand the process as a whole. However, I am now at the point where I have to help him make the distinction between ?a baby is coming? and ?a baby is here?.

Remember? my son is only 3 1/2 years old. He does understand that mommy is having a baby, but I think he?s somewhere in between total comprehension mixed with a touch of confusion over how?real? this is going to turn out in the end. I?ve done a lot of preparing, research, and consideration of how to make this a memorable and loving experience for both of my children. Here?s what we have been doing, tips we will start implementing this month, and ideas on how to keep everyone included and happy when introducing baby!


Prepare Through Perspective

While you?re in the hospital, your toddler is probably going to be much more interested in what is going to happen to him instead of what?s happening to you. While it is of course important to tell your child that you will be in the hospital for a few days and doctors will take care of you, I am trying to remember the perspective of my 3-year-old. Of course he cares about what mom is doing, but he is also a toddler and much more concerned about whether or not his toys will come along for the hospital adventure.

Tell your child(ren) what the plan is for their days while you are at the hospital. Stress how much fun he will have playing with grandma while they wait to hear news about his new brother or sister. Mention the crayons and coloring books that he will have to color and cookies that grandma wants to bake. Remind him that he is going to have a great time while you are at the hospital, but how much you will look forward to his visits. Encourage your significant other or relatives to bring your child to the hospital as much as possible for sibling visits so that you aren?t bringing a stranger home. Let your children become well acquainted early on.?


Happy Homecoming for Everyone

This is a time for your new baby to enjoy the spotlight, but try to make everyone feel equally important. Try to avoid talking about your homecoming as if it is just for baby. Be sure to acknowledge that this is a homecoming for the entire family to celebrate coming together again with your newest addition.?


Conversing for Baby

Help your child interact and socialize with his new sibling by explaining what the baby is thinking. Tell your child how much the new baby enjoys when he holds his finger tight, or thinks its fun to see him playing with his toys! Help your child(ren) see the new baby as a ?real? person by being the translator and tool of communication between the two as they both strive to develop a relationship. Even though your new baby cannot talk or communicate early on, it is important to try and speak for the baby so the siblings gain a strong relationship from the beginning.

Special Big Brother Clipart


Gifting for All

Anyone that has a younger sibling knows how it goes: new baby is born, new baby get gifts, older children are left sitting in the background bored out of their minds. I have two younger brothers and remember how it felt to see both of them receive the attention as I felt left out. I was only 4 and 6 years old when they were born, so I was vulnerable to overwhelming emotions that left me feeling sad and out of the loop with my family.?

Don?t count on your friends and family members to include your child(ren) in the celebration and excitement of a new baby. Wrap up a handful of small gifts and keep them handy for situations that call for a little bit of extra attention for your toddler and/or other child(ren). Your new baby will be showered with gifts and love from friends, so don?t let the jealousy and sibling rivalry begin so soon!

You don?t need to spend a lot ? think "stocking stuffers". We?ve set aside a handful of gifts for our son that are all valued under $20.00. Two Christmas gifts were delivered late last week, so I have reserved those toys for the hospital visit with my son. I?ve purchased ?big brother? books and t-shirts to read (and wear) with my son the night before I had to the hospital, too.

I went out and spent less than $10.00 on crayons and new coloring books, which he will receive (one at a time) as guests stop by and throw attention on the new baby. We did purchase one larger item ($45.00), which we will give our son on ?homecoming? day. How much you spend and what you decide to buy is up to you. We have tried to purchase gifts for our son that will help him feel like he is involved and his help is needed as he transforms into the big brother role!?


Share Your Time

This has been one of my biggest concerns ever since I found out that I was pregnant with my second child. My little boy has received undivided attention from mom and dad ever since he was born (April 2009). He?s spoiled, constantly has all eyes on him, and attention is always (and only) on his needs and wants. How am I going to give my son all of the attention that he is used to receiving while trying to hold, feed, care for, and tend to our newborn babies needs?

Newborns require a lot of maintenance and love, so it seems virtually impossible to say that I can realistically divide my attention throughout the day to make sure everyone feels the same amount of love. I don?t want to overrun myself into the ground, so I?ve thought of a few simple things that I can do to ensure my son gets attention while I am feeding or changing the baby. It?ll be easy enough to hold the baby bottle while reading a book to my son (ask your toddler to hold the book and flip pages as ?mommy?s helper?). I can also hold a conversation with my son about his favorite toys while changing diapers, too. Keeping an open ear and at least listening or talking back will show my son that I am here ? and I am listening.?


Daddy, daddy, daddy!

Since I am a stay-at-home mom, I am used to playing mom and dad during the day. However, I am going to take 100% of the attention that my son has received and divide it in half as the new baby requires a lot of care and attention. As much as mom can push and divide her attention during the day so that all children are included, it?s obvious that she will need to spend more time with the new baby. It?s important that the older child(ren) don?t feel left out as they lose some of moms attention, so dad will have to step in at night and takeover in her absence.?

My son is already latching onto daddy (big time) at night and seems to think that mommy is boring (that?s not cool!). I am tired (all of the time) and a little grumpier than usual (just a little though!), so my son has already been showing a lot of excitement and much more enthusiasm over daddy than mommy. Mom should reserve one-on-one dates with the older child(ren) and dad should set aside time for the new baby, too. However, we will make sure that my husband brings our son on fun father/son outings while I am home taking care of the new baby.

We will make it a juggling act with a 1-on-1 ratio at all times. Since we have two adults and two kids, mom will have all attention on one child while dad cares for the other. Of course this won?t be how things will always go, but it?ll have to work during the first few weeks while baby requires an overwhelming amount of attention. Since our new baby is being born in January, I can?t start family outings for a few weeks (at least). This is why it?ll be important for dad to take our toddler OUT while I stay home and care for our newborn indoors.?


We?re a Family, Inc.

Super Sister Clipart SupermanWhile your new baby is receiving all of the attention, your other child(ren) may start to feel neglected and not as special as his new sibling. Extend any compliments received to your other children and talk about "the family" as opposed to "the baby". You have a new addition to your family, which is very exciting, but don?t let your toddler overhear friends or passerby?s compliment the ?beautiful baby" without acknowledging that she has a "beautiful and proud big brother, too!".


Teach Those Talents!

Your toddler won?t know how to bridge the gap or relate to anything that your newborn is doing. He likely doesn?t realize (just yet) that the baby is going to grow and become an active, playing, and talking family member. For now, I am sure my toddler is going to think of the baby just as she is ? a baby. Ask your child(ren) if they would like to teach the baby to do all of those things that he is good at ? in a few months/years, of course!?

Last week I told my son that his baby sister won?t know how to walk, draw, sit up, or color in the lines. "Do you think you can help mommy out and show her how to use crayons?", I asked my spunky and excited little boy. His response, "? only if she knows how to share", started a great conversation about how I would also love if she learned how to share with his help. He?s a great artist, very creative, and loves sports. All of his talents passed on and taught to his little sister would make mom and dad very proud! Plus, I loved watching him smile as he felt very special that I was actually asking him to use his talents to teach his sister!

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Do you have any other tips to share with me as I prepare to introduce my son to his new sister this month? Leave a comment below and help me figure out what else I can do to make this a smooth, happy, and exciting experience for everyone!

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Source: http://mamanyc.net/2013/01/introducing-new-baby-to-siblings-tips-pregnancy/

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Rethinking bacterial persistence: Optofluidics allow for new understanding of resistance to antibiotics

Jan. 3, 2013 ? It's often difficult to completely eliminate a bacterial infection with antibiotics; part of the population usually manages to survive. We've known about this phenomenon for quite some time, dating back nearly to the discovery of penicillin. For more than 50 years, scientists have believed that the resistant bacteria were individuals that had stopped growing and dividing.

Up to now, in fact, it hasn't been possible to track the growth of cells before and after their exposure to antibiotics, which makes any analysis of the phenomenon quite imprecise. "Using microfluidics, we can now observe every bacterium individually, instead of having to count a population," says John McKinney, director of EPFL's Microbiology and Microsystems Laboratory (LMIC).

Active survivors

This new tool has revealed quite a few surprises. "We thought that surviving bacteria made up a fixed population that stopped dividing, but instead we found that some of them continued to divide and others died. The persistent population is thus very dynamic, and the cells that constitute it are constantly changing -- even though the total number of cells remains the same. Because they're dividing, the bacteria can mutate and thus develop resistance in the presence of the antibiotic," explains LMIC scientist Neeraj Dhar.

This point is extremely important. "We were able to eliminate a purely genetic explanation of the phenomenon," continues Dhar. In other words, "a population of genetically identical bacteria consists of individuals with widely varying behavior. Some of them can adapt to stressors that they have not previously encountered, thanks to the selection of persistent individuals. This could lead to a revision of the entire theory of adaptation," says McKinney.

Intermittent efficiency

The EPFL scientists were particularly interested in a relative of the tuberculosis bacterium. Their observations enabled them to formally challenge the argument that persistent bacteria are those that have stopped growing and dividing. "We were able to reveal the role of an enzyme whose presence is necessary in order for the antibiotic to work, and show that the bacilli produced this enzyme in a pulsatile and random manner," explains Dhar. "Our measurements showed that bacterial death correlated more closely with the expression of this enzyme than with their growth factor." The research is being published this week in Science magazine.

These conclusions could mark the beginning of a new theory of bacterial resistance, or perhaps even introduce a new view of how such resistance evolves. Further research is being done using other microorganisms, such as tuberculosis and E. coli bacteria. The persistence of some cancer cells to treatment could also be studied in a different manner. "It's a new approach for trying to figure out why some infections are so difficult to eliminate. The techniques we've developed for this study are now also being used to develop new antibiotics, in collaboration with pharmaceutical companies," says McKinney, adding that "it is the microengineering expertise at EPFL that has enabled us to create these innovative tools and open up new avenues for investigation."

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Story Source:

The above story is reprinted from materials provided by Ecole Polytechnique F?d?rale de Lausanne, via EurekAlert!, a service of AAAS.

Note: Materials may be edited for content and length. For further information, please contact the source cited above.


Journal Reference:

  1. Y. Wakamoto, N. Dhar, R. Chait, K. Schneider, F. Signorino-Gelo, S. Leibler, J. D. McKinney. Dynamic Persistence of Antibiotic-Stressed Mycobacteria. Science, 2013; 339 (6115): 91 DOI: 10.1126/science.1229858

Note: If no author is given, the source is cited instead.

Disclaimer: This article is not intended to provide medical advice, diagnosis or treatment. Views expressed here do not necessarily reflect those of ScienceDaily or its staff.

Source: http://feeds.sciencedaily.com/~r/sciencedaily/top_news/~3/5O9cyNDpRGY/130103143159.htm

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Domain Name Flipping & Investing: Revenue Opportunities for 2013

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What I Wish I Learned in Business School

I learned a lot about management, SWOT analyses, and consumer behavior ? but where was content marketing, community management or the value of search marketing?

I came into my position with a bachelor?s degree in marketing from the University of Florida (Go Gators!). When I graduated in 2010, the marketing department in the Warrington College of Business was ranked 8th in the nation for public schools by U.S.News & World Report. So how could a top school have forgotten to teach me about digital marketing?

At the end of the day, we are all running businesses (so the business background is great), but we are in a digital marketing age where businesses have to be increasingly creative in order to reach their bottom lines.

Whose responsibility is it to teach business executives about getting creative online?

From my experience, it hasn?t been the business schools; although I have seen some digital marketing and media programs emerge. While I feel I received a great education on the ins and outs of a business, and am so grateful for my professors at the University of Florida, I think it?s important to better integrate the business of digital marketing into the curriculum. This will not only be helpful to current students looking for jobs, but the alumni who need to continue their education in this ever-changing industry.

In this post, I am going to:

  • revisit some core classes involved in earning my marketing degree;
  • explain what I wish I had learned more of along the way; and
  • explore how I can make the most of it now in order to continue to learn and grow at the rate of the digital marketing industry.

1. Consumer Behavior

What I Learned:

  • Informative influence
  • Exposure, attention, sensation, perception, attitude
  • Conditioning, reinforcement, memory, reasoning
  • Prediction and judgment
  • Consumption and satisfaction

This granular class dove so deep into memory, conditioning, and learning, the psychophysics was a lot to handle. What did it really matter if I remembered the components of the Theory of Reasoned Action and Pavlov?s classical conditioning?

What I Wish I Had Learned:

While I did have some brief notes on social influences, they mainly touched on mass media, word of mouth, and influence. Meanwhile, they only made mention of the negative relationship between age and Internet access and the the income-based digital divide that exists. It would have been great if these concepts of group polarization and social proofing had been applied to how people interact in an online community and what that means for relationship building and brand loyalty.

What I Can Do Now:

One thing I have noticed is many companies believe establishing social media pages is the answer to reaching people online and to best promote their businesses. Social media is not the only answer; you want to become the authority in your industry through great content. Use social promotion to increase and leverage the authority you?ve earned. Use it to reach the users who will want to read and interact with your content, share it, and help grow your social assets. This leads to other sites picking up and linking to your content, which leads to increased traffic to your site.

By building relationships, connecting with influencers, and developing brand advocates through your content, your company can build long term value as you work towards becoming a recognized authority within online communities, and by search engines.

2. Principles of Marketing

What I Learned:

  • SWOT Analyses
  • Relationship Marketing
  • Product, pricing, distribution, and promotion

What I Wish I Had Learned:

I?d be curious to know how many marketing executives know the definition of SEO (search engine optimization), or even the value of maximizing traffic from search engines. And from there, what are the best methods to complement their current branding, marketing, and advertising efforts? I wish I had learned more about how a general piece of content that educates, informs, or entertains (without being overly branded or even mentioning a business) can help add value to the bottom line.

Differentiating you and your brand with a marketing campaign goes beyond advertising and direct marketing. I believe it was put best in the Content Marketing Session at BlueGlassX: A great content marketing campaign is counterintuitive to traditional business stakeholders and, at the same time, executing one requires a lot of cross-functional stakeholder approval.

What I Can Do Now:

My position as Client Services Specialist requires that I thoroughly understand the process of internal approvals, as well as what information I can provide to ensure the campaign runs smoothly and all goals are met. Because each client and campaign is different, the biggest challenge is the absence of exact metrics up-front to help demonstrate how content that doesn?t sell directly can actually drive very measurable sales increases via SEO.

Content is great, but it is the context of the campaign that gets results. That?s why it is important to understand all the pieces involved in producing and executing a content marketing strategy. The best thing we can do is provide an accurate but simple explanation of the process along with case studies of past results. Breaking down the verticals also helps to make it make sense.

3. Marketing Management

What I Learned:

  • How to analyze an existing business strategy
  • Target markets, positioning
  • Segmentation, competitors, in-channel collaborators
  • Financial justification, viability
  • Global branding

There was one handout during my most significant marketing class that covered anything close to digital marketing; it was titled ?Internet Psychographics? and outlined five Internet user profiles of 2006 by MediaScreen. The types were: Content King, Social Clickers, Online Insider, Fast Trackers, and Everyday Pro. This had evolved from a 2003 list and was completely different. What I was not taught at the time was the significance of this evolution, and the importance of preparing a strategy around such users to optimize the marketing efforts of a business.

What I Wish I Had Learned:

  • Value of rankings, traffic, conversions
  • Finding more creative opportunities online
  • Integrating a non-traditional digital strategy with the traditional marketing strategy

Educating your internal teams is one of the most undervalued content marketing and SEO tactics. While social sharing metrics are easier to measure, the number of links and the publisher?s level of authority are the true measures of the value a content marketing campaign can bring.

What I Can Do Now:

First, it?s important to establish a mutual understanding with your client that while this is a marketing campaign, it is not about heavy branding and advertising. Rather, it?s about adding value through search rankings and online traffic. Making that shift from a marketer to more of a publisher mindset is crucial to the effectiveness of a campaign. This allows you to work with your internal teams to look at the original marketing strategy and its goals ? as well as the data and statistics used to get there ? to form a digital strategy that is visualized through dynamic content people will want to share and engage with.

Dear Current and Future Business Executives,

We all have the same goal ? to add value to your business. The best way to plant seeds for more controlled, higher quality growth in the future is to shift your traditional business school mindset of advertising and marketing, and to open your eyes to the world of digital marketing and consumer/client engagement.

As we learned in some of our top takeaways from BlueGlassX, ??Change, for better or worse, is the only constant.?

In 2009, I learned marketing is no longer just a department, but a company-wide undertaking that drives the company?s vision, mission, and strategic planning. If it took that long to learn that, when will that definition continue on to include ??and is best achieved with an integrated campaign that includes digital marketing?? ?If marketing is all about entering markets, establishing profitable positions, and building consumer relationships, you can?t afford to not understand the Internet and the value of digital marketing.

Is there anything you wish you had learned more about during college? Please share in the comments below!

Source: http://www.blueglass.com/blog/business-school-lessons/?utm_source=rss&utm_medium=rss&utm_campaign=business-school-lessons

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