Monthly information digest for EditPros clients and friends

CONTENTS FEATURE: Should business organizations engage in social networking? GRAMMAR COACH: Fielding your questions FINDER'S FEE: Recommend a friend—and earn up to $500 FEATURE: Should business organizations engage in social networking?      A little more than a decade ago, marketing pundits and consultants were encouraging businesses, public-service organizations and government agencies to establish a presence on the new medium of the World Wide Web. As recently as the early 1990s, the Internet consisted only of text files accessed through a quaint filing structure called Gopher, along with e-mail and Usenet discussion groups. The introduction of PC and Macintosh versions of the first graphical Web browser, Mosaic, in the autumn of 1993 brought color and imagery to the newly created World Wide Web, the commercial potential of which was quickly recognized. By the end of the decade, business organizations that had not yet established a Web site were deemed also-rans. One consultant famously (and exaggeratedly) predicted that any business lacking a Web presence in 2000 would be out of business within five years.      These days, many of the same pundits and consultants are belittling the Web as "so last-century" and encouraging marketers to make use of "social networking" to connect more directly with prospects and customers. The term "social networking" refers to Web-based portals in which participants post and respond to brief messages among clusters of online friends or "networks" that they have established. Social networking sites include Facebook, MySpace, Twitter, LinkedIn, Friendster and numerous others — many specific to various nations or geographic regions — that have appeared during the past few years.      While LinkedIn was created specifically to establish business connections, most social networking sites are playgrounds, purely for personal enjoyment. Registration typically is free (in exchange for exposure to advertising placed on the sites), and participants chatter in their discussion "threads" about their kids and grandkids, vacations, pets, anxieties, gripes, TV shows, bad-hair days, sports, the weather, and sometimes politics and topics in the news. For most participants, these social networking sites offer a refuge from their work environment and the business world — and a real opportunity to get to know each other better.      Some social networking sites enable creation of interest-related networks through which to connect with other people of similar backgrounds or interests. That type of network structure can bring you into contact with people who are seeking products or services that you offer. Facebook and other sites give you the opportunity to establish a relationship with someone whom you met only briefly, or with whom you share a common interest.      Facebook offers both personal and business accounts, but prohibits holders of personal accounts from establishing a separate business account. It does, however, permit personal account holders to create "pages" and "social ads" associated with their personal accounts.      Social network "wall" postings by people with "personal" accounts should be used to share interesting information rather than to hawk products and services. By all means, let your network friends know that you've written a new installment to your "blog," observed an unusual phenomenon or read an intriguing article. But refrain from direct selling there. That would be about as welcome as a sales agent trying to land new clients at a birthday party.      EditPros newsletter reader Dave W. discourages businesses from marketing through social network sites. He observed, "I'm just guessing, but I think they do it because it's free and it's cool. I also think it's a huge mistake. These are social outlets and the intrusion of uninvited commercial messages is an insult. I would think it's counter-productive. But that's just me."      Some people may question why a business or organization that has a comprehensive Web site would even consider devoting resources to postings on social media sites. Skeptics may wonder what organizations add there that they don't already say on their own Web sites.      Reader Alex C. is somewhat more accepting of commercial activity on social networking sites. He said, "Everyone on a social network has become a promoter of ideas, jokes or opinions. Messages are now crafted for mass consumption. Everyone on a network has become a resource of either original content or Internet pop culture."      Steve H. adds, "It's all about the distribution — push, not pull. A business can 'push' information to people who subscribe to its Twitter or Facebook page. If I have to go get details about a product, that's 'pulling.'"      Companies are using social networking to establish or build awareness of their brand or company name, to build confidence in their products or services through testimonial statements, and to scout for interest that can translate into business leads. Social networking also can be useful in employee recruitment, and can help businesses interact more casually with customers.      Borders Books and Music, for example, is using its Facebook page to announce "webcasts" and newly available books and CDs, about which visitors or subscribers can engage in discussions. Sports teams use Twitter to announce player trades, fan events, ticket sales and souvenir items.      Advertisers on social networking sites can identify the best prospects for their messages by means of the personal information that users record in their membership profiles.      But not everyone in the business world is enthusiastic about use of social networking. James G., owner and creative director of a graphic design and brand identity company, has been unable to justify investment of time in their use.      "I'm not an avid user of these networking tools, but I do use LinkedIn for business. The rest must frankly be for folks who have more time on their hands than I do," said James, whose business is a creative graphic design agency that specializes in brand and image consultation. "It depends on the return for time spent potential. I plan to use LinkedIn more deeply soon; if folks are there and you can touch them, I'm on it. I use Facebook for connections only with family and friends."      People who have only personal social networking accounts can still subtly promote their business by posting "status" updates about their activities — for example, "we just started seismic upgrade work on an office building complex." You also can post links to articles or instructional videos that clients, prospects, co-workers or colleagues on your "friends" list might find useful. In contrast to most Web sites, social networking portals encourage interactivity. Rather than simply visiting your organization's static Web site, clients and prospects can engage in an active open forum with you on social networking sites.      Even so, social networking sites are passive in comparison to distribution of information by e-mail. When you use social networking sites to post messages, you don't know which of your friends they'll reach. Depending upon how frequently your friends log in, or on how many friends post messages to them, your posts may escape their attention. With e-mail, you can have reasonable confidence that your messages at least will reach the electronic mailboxes of your intended recipients.      So, yes, social networking sites offer opportunities to gently promote your business, but do so with discretion and respect for the people on your "friends" list. Social networking is an online party. When you enter, leave your briefcase in your car, take off your jacket and loosen your tie.      Now, can we see some pictures from your vacation? GRAMMAR COACH: Fielding your questions 1. Lorna C. wrote:      "In your column 'Write Angle' published July 19 in the Davis Enterprise newspaper, you used the expression 'somewhat of an aberration.' Shouldn't that have been something of an aberration'?" The grammar coach replies:      You asked a good question, Lorna. Use of the phrase "somewhat of a" has been subject to dispute, but its legitimate use has been well documented for more than two centuries. In the Oxford Dictionary of American Usage and Style, author Bryan A. Garner disparages the phrasing "somewhat of a" on the grounds that "it treats somewhat — principally an adverb — as a pronoun. The Compact Oxford English Dictionary disagrees, however, by giving equal legitimacy to the phrases "somewhat of" and "something of."      The American Heritage Dictionary lists the word "somewhat" as an adverb (with the meaning "to some extent or degree; rather"), and as a pronoun (with the meaning "something") and offers this example: the news was somewhat of a surprise.      Webster's New World College Dictionary goes a step further, defining "somewhat" first as a pronoun that means "some degree, amount, portion or part; a bit; often followed by of," and giving the example somewhat of a surprise. It then secondarily defines "somewhat" as an adverb meaning "to some extent or degree; a little; rather" (with the example somewhat late).      The phrase "somewhat of a" dates to the late 18th century or earlier. In "Lines Composed a Few Miles above Tintern Abbey," published in 1798, William Wordsworth wrote, "With many recognitions dim and faint, / And somewhat of a sad perplexity, / The picture of the mind revives again."      In the 19th century, Emily Dickinson wrote "They say that God is everywhere, and yet we always think of Him as somewhat of a recluse."      We believe that use of the phrase "somewhat of a" is endorsed by sufficient precedent. 2. Mike M. wrote:      "Recently, I asked my business associate Sheila to organize a meeting with our Spanish partner. The person on their end is a Spanish/English-speaking German. Sheila sent her a message which said, 'let's meet on Wednesday if you don't have any other druthers.' I thought what a funny word 'druthers' was, and wondered what this person would be thinking Sheila meant. Subsequently, she looked up the origin and sent me the following explanation [from the Phrase Finder at http://www.phrases.org.uk/]:      'This is an American phrase and not used widely elsewhere. People elsewhere in the world might want to know what "druthers" are, as the phrase conveys otherwise. "Druthers" is a shortening of "would rathers." The phrase originated in the late 19th century and is first cited in the January 1870 edition of Overland monthly and Out West magazine, in a story called "Centrepole Bill," by George F. Emery: If I was a youngster, I 'drather set up in any perfession but a circus-driver, but a man can't always have his 'drathers. "Druthers," as opposed to its earlier variant "drathers," is traced back to 1876 in "Dialect Notes": Bein's I caint have my druthers an' set still, I cal'late I'd better pearten up an' go 'long.'      I still don't know what our Spanish German thought, but did come up with a meeting time after Sheila elaborated." The grammar coach replies:           English and British slang terms, idiomatic expressions and dialectical expressions at times can be baffling to people who are not native speakers. The history that Sheila uncovered about "druthers" is intriguing. Her word choice reflected her level of comfort with your Spanish partner, but others might have been inclined to choose a more conventional synonym, such as "... unless you have any other preferences" or "... unless you favor another time."      Are you perplexed by some aspect of grammar or word usage? Don't be shy! Ask the "grammar coach" at EditPros and we'll try to help—at no charge, just for the sport of it. FINDER'S FEE: Recommend a friend—and earn a finder's fee of up to $500      Do you know of a friend or colleague whose office can benefit from EditPros' services? If you do, EditPros may reward you with a "finder's fee" of up to $500.      EditPros LLC, established in 1993, performs writing, editing, proofreading and publication management services for newsletters, brochures, Web sites, annual reports, research studies, business proposals, and other informational and marketing materials. Our office is in Davis, Calif., between Sacramento and San Francisco; however, our clients include educational institutions, private corporations, health-care organizations, trade associations, scientific research institutions, Web site developers and government agencies from throughout the United States. We have worked with some of them for more than 10 years.      If you recommend our services to a friend or business colleague, and that introduction leads to an assignment for EditPros, we will award you a "finder's fee" equaling 10 percent of the amount we earn on the first assignment for the new client, up to a maximum finder's fee of $500. Naturally, the finder's fee is applicable only to client organizations for which we have not worked previously.      This offer will remain in effect until further notice. YOUR TURN: Ask the "grammar coach" or subscribe      We invite you to submit your questions to the "grammar coach," and we welcome you to subscribe to this monthly newsletter—which we'll send to your e-mail address at no charge. We respond to all "grammar coach" questions personally, but delays may occur because we must place top priority on assignments from our clients. We appreciate your patience and your interest.      You also can change your e-mail subscription address. For an address change, please indicate your existing AND your new e-mail address. Thank you. OUR PRIVACY POLICY for e-mail newsletter subscribers:      We do not use any commercial e-mail lists or automated mass-mailing programs, and we do not allow access to the list by anyone else for any reason. Our subscriber list is maintained by hand, and it is not for sale. We are protective of confidentiality because many of our readers are also clients of ours. Any accompanying advertising is placed by Yahoo.com in exchange for our use of the e-mail server to distribute this newsletter.