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Book Review: Social Nation

Business, Reviews

I recently had an opportunity to read Social Nation: How to harness the power of Social Media to attract customers, motivate employees & grow your business by Barry Libert.  Heckuva title.

Libert is the the CEO at Mzinga, which is a company that connects other companies–and their customers–using social media to collaborate and communicate.  Social media is, quite simply, using the internet to drive interactive communication.  This includes Twitter, Facebook, and forums.  Sometimes, it’s just discussion, sometimes, it’s sharing user-generated content.

Social Nation “will show you, as an employee, customer or partner, how to use new social technologies, make yourself heard, and produce better products and services.”   It bills itself as a “complete toolbox” for social media.   Does it match the hype? Let’s see.

The book is broken into three sections.

Part 1: The Future of Business is Social

Libert asserts that the future of business is social.   That is obviously true, to a degree. A solid viral marketing campaign can drive more eyeball to a product than a full-page spread in the New York Time or a 30-second spot during Super Bowl halftime.  However, there are a lot–possibly a majority–of business-to-business companies that will gain no value from a social media campaign.   Would a regional supplier with an exclusive distributorship for a top-name line of faucets benefit from being on Twitter?  No.  On the other hand, 17% of our time online is spent on social applications and the fastest growing demographic on Facebook is 35 years old or older.  There is certainly some value to be gained by have a social media presence in some markets.

This section(all of chapter 3!) also contains a link to a test to determine your social media skills.   I haven’t taken the test, mainly because I don’t feel like registering for another site.  This struck me as nothing more than lead generation, which is a shame.  It could be a useful tool.

Part 2: Seven Principles for Building Your Social Nation

This section has seven chapters, containing 7 case studies that detail the 7 principle of social media, as defined by Libert and Mzinga.

The principles include:

  • Let the culture lead the way, as demonstrated by Zappos.com.
  • Involve your fans.  The big takeaway from chapter 8 is that, when you create a community, your job is to facilitate involvement, not to control it.  If you try to run it with an iron fist, it will choke and die.
  • Reward others and you will be rewarded. Apple lets developers keep 70% of the money they make in the app store.  That encourages developers to develop, making everyone more money.   Give.  Karma will take care of the rest.
  • There are 4 other principles, but some are just common sense, and I don’t want to give away the contents of the book.

Part 3: Start Today and Create Your Own Social Nation

aka

Chapter 11: How to Get Started and 10 Pitfalls to Avoid

Section 3 has just one chapter, but it’s a good one.    It explains the difference between followers and fans, the value of each and how to bond with each.   The difference?  Fans are actively involved.   Followers are far more passive.

This section/chapter also goes into some things to avoid, like abandoning a social media strategy too early, failing to market your business, underestimating the power(positive and negative) of a social network.

Is it worth getting the book?

Social Nation bills itself as a complete social media toolbox, but it falls a bit short.   The book tackles social media from a purely strategic point of view, ignoring the tactical concerns.   It’s clearly geared toward helping a company plan its social media strategy from a 10,000 foot perch.   For the people in the trenches, or anyone with a grasp of strategy that’s looking for the details on running a social media campaign, it’s not enough.  That said, if you are trying to plan a social media strategy, or you have no idea where to start, this is a great book for you.   It holds a lot of value, but stops some distance before “complete”.  Definitely worth a read if you are involved is social media planning.

Giveaway

I’m giving away Social Nation.   If you’d like to have a chance to get it, just leave a comment, telling me how you like to see companies use social media.  Fair warning, this is the book I read, so it’s “used”.   I take care of books, so you can’t tell that it’s used.

Publishers, Publicists, and Authors

If you have a book you’d like me to review, please contact me.

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Clearing Up Social Debt in 3 Steps

Finance

Debt can be thought of as a disease–probably social.  Most of the time, it was acquired through poor decision making, possibly while competing with your friends, occasionally after having a few too many, often as an ego boost.  Unfortunately, you can’t make it go away with a simple shot of penicillin.   It takes work, commitment and dedication.  Here are three steps to treating this particular affliction.

1.  Burn it, bash it, torch it, toss it, disinfect. Get rid of the things that enable you to accumulate debt.   If you keep using debt as debt, you will never have it all paid off.   That’s like only taking 3 days of a 10 day antibiotic.   Do you really want that itchy rash bloodsucking debt rearing its ugly head when you’ve got an important destination for your money?   Take steps to protect yourself. Wrap that debt up and keep it away.

2.  Quit buying stuff. Chances are, you have enough stuff.  Do you really need that Tusken Raider bobble-head or the brushed titanium spork?  They may make you feel better in the short term, but after breakfast, what have you gained?  A fleeting memory, a bit of cleanup, and an odd ache that you can’t quite explain to your friends.   Only buy the stuff you need, and make it things you will keep forever.  If you do need to indulge, hold off for 30 days to see if it’s really worthwhile.   If it’s really worth having, you can scratch that itch in a month with far fewer regrets.

3.  Spend less. This is the obvious one.  The simple one.  The one that makes breaking a heroin addiction look like a cake-walk(My apologies to recovering heroin addicts.  If you’re to the point that personal finance is important to you, you’ve come a long way.  Congratulations!).  Cut your bills, increase your income.  Do whatever it takes to lower your bottom line and raise your top line. Call your utilities.  If they are going to take your money, make them work for it.   If they can’t buy you drinks or lower your payments, get them out of your life.   There’s almost always an alternative.   Don’t be afraid to banish your toxic payments. Eliminate your debt payments.  This page has a useful guide to debt and how to clear it off.

Update:  This post has been included in the Festival of Frugality.

Make Extra Money, Part 6: Setting Up a Site

Business, Finance

In this installment of the Make Extra Money series, I’m going to show you how to set up a WordPress site.   I’m going to show you exactly what settings, plugins, and themes I use.   I’m not going to get into writing posts today.  That will be next time.

I use WordPress because it makes it easy to develop good-looking sites quickly.   You don’t have to know html or any programming.   I will be walking through the exact process using Hostgator, but most hosting plans use CPanel, so the instructions will be close.  If not, just follow WordPress’s 5 minute installation guide.

Installing WordPress

Assuming you can follow along with me, log in to your hosting account and find the section of your control panel labeled “Software/Service”.  Click “Fantastico De Luxe”.

Fantastico

On the Fantastico screen, click WordPress, then “New Installation”.

Install WordPress

On the next screen, select your domain name, then enter all of the details: admin username, password, site name, and site description.  If you’ll remember, I bought the domain  http://www.masterweddingplanning.net.   I chose the site name of “Master Wedding Planning” and a description of “Everything You Need to Know to Plan Your Wedding”.

Click “install”, then “finish installation”.   The final screen will contain a link to the admin page, in this case, masterweddingplanning.net/wp-admin.  Go there and log in.

Configuring WordPress

After you log in, if there is a message at the top of the screen telling you to update, do so.   Keeping your site updated is the best way to avoid getting hacked.  Click “Please update now” then “Update automatically”.  Don’t worry about backing up, yet.  We haven’t done anything worth saving.

Next, click “Settings” on the left.  Under General Settings, put the www in the WordPress and site URLs.  Click save, then log back in.

Click Posts, then Categories.  Under “Add New Category”, create one called “Misc” and click save.

Click Appearance.  This brings you to the themes page.   Click “Install Themes” and search for one you like.   I normally use Headway, but before I bought that, I used SimpleX almost exclusively.   Your goal is to have a simple theme that’s easy to maintain and easy to read.  Bells and whistles are a distraction.

Install a theme

Click “Install”, “Install now”, and “Activate”.  You now have a very basic WordPress site.

Plugins

A plugin is an independent piece of software to make independent bits of WordPress magic happen.   To install the perfect set of plugins, click Plugins on the left.    Delete “Hello Dolly”, then click “Add new”.

In the search box, enter “plugin central” and click “Search plugins”.    Plugin Central should be the first plugin in the list, so click “install”, then “ok”, then “activate plugin”.  Congratulations, you’ve just installed your first plugin.

Now, on the left, you’ll see “Plugin Central” under Plugins.  Click it.  In the Easy Plugin Installation box, copy and paste the following:

 All in One SEO Pack
 Contact Form 7
 WordPress Database Backup
 SEO SearchTerms Tagging 2
 WP Super Cache
 Conditional CAPTCHA for WordPress
 date exclusion seo
 WP Policies
 Pretty Link Lite
 google xml sitemaps
 Jetpack by WordPress.com


Click “install”.


On the left, click “Installed Plugins”.   On the next screen, click the box next to “Plugins”, then select “Activate” from the dropdown and click apply.


Activate plugins


Still under Plugins, click “Akismet Configuration”.  Enter your  API key and hit “update options”.  You probably don’t have one, so click “get your key”.


Tools


The only tool I worry about is the backup.   It’s super-easy to set up.   Click “Tools”, then “Backup”.  Backup


Scroll down to “Schedule Backups”, select weekly, make sure it’s set to a good email address and click “Schedule Backup”.   I only save weekly because we won’t be adding daily content.  Weekly is safe enough, without filling up your email inbox.


Settings


There are a lot of settings we’re going to set.   This is going to make the site more usable and help the search engines find your site.  We’re going to go right down the list.   If you see a section that I don’t mention, it’s because the defaults are good enough.


Writing


Set the Default Post Category to “Misc”.


Visit this page and copy the entire list into “Update Service” box.   This will make the site ping a few dozen services every time you publish a post.   It’s a fast way to get each post indexed by Google.


Click “Save Changes”.


Discussion


Uncheck everything under “Email me whenever…” and hit save.   This lets people submit comments, without actually posting the comments or emailing me when they do so.  Every once in a while, I go manually approve the comments, but I don’t make it a priority.


Permalinks


Select “Custom structure” and enter this: /%postname%/


Click save.


All in One SEO


Set the status to “Enabled”, then fill out the site title and description.  Keep the description to about 160 characters.  This is what builds the blurb that shows up by the link when you site shows up in Google’s results.


Check the boxes for “Use categories for META keywords” and “Use noindex for tag archives”.


Click “Update Options”.


Date Exlusion SEO


Check the boxes to remove each of the dates and set the alt text to “purpose” or something.   This will suppress the date so your posts won’t look obsolete.


Hide Dates


SEO Search Terms 2


This plugin reinforces the searches that bring people to your site.   It’s kind of neat.  Skip the registration, accept the defaults and hit save.


WP Policies


Scroll to the bottom and click import.  We’ll come back to this.


WP Super Cache


Select “Caching On” and hit save.


JetPack


Across the top of the screen should be a giant banner telling you to connect to WordPress.com and set up Jetpack.  You’ll need an account on WordPress.com, so go there and set one up.   After authorizing the site, you’ll be brought back to the Jetpack configuration screen.   Click “Configure” under “WordPress.com Stats”.  Take the defaults and hit save.


Contact


On the contact configuration page, copy the code in the top section.  You’ll need this in a moment.


Contact form code


Pages


Now, we going to create a couple of static pages.   On the left, click “Pages”, then “Add new”.


Name the first page “Contact” and put the contact form code in the body of the page.  Hit publish.


Menus


Under Appearance, click “Menu”.   Enter a menu name and hit save.


Then, under “Pages”, click the box next to “Contact”, “Disclaimer”, and any other policies you’d like to display.  Hit save.


Widgets


Also under Appearance, click “Widgets”.   This is where you’ll select what will display in the sidebar.   All you have to do is drag the boxes you want from the middle of the page to the widget bar on the right.   I recommend Text, Search, Recent Posts, Popular Search Terms and Tag Cloud.  In the text box, just put some placeholder text in it, like “Product will go here”.   We’ll address this next time.


Posts


We’re not going to worry about getting posts in place, yet.    That will be the next installment.  However, the steps in the next installment could take 2 weeks to implement, and we want Google to start paying attention now.  To make that happen, we need to get a little bit of content in place.   This won’t be permanent content.  It’s only there so Google has something to see when it comes crawling.


To get this temporary, yet legal content, I use eZineArticles.  Just go search for something in your niche that doesn’t look too spammy.


Then, click “Posts”, then delete the “Hello World” post.  Click “Add new”.   Copy the eZine article, being sure to include the author box at the bottom, and hit publish.


To see your changes, you may have to go to Settings, then WP Cache and delete the cache so your site will refresh.


Congratulations!  You now have a niche blog with content.   It’s not ready to make you any money, yet, but it is ready for Google to start paying attention.    In the next installment, I’ll show you how I get real unique content and set it up so Google keeps coming back to show me the love.


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Making Extra Money Part 3: Product Selection


Finance
When you’re setting up a niche site, you need to monetize it.  You need to have a way to make money, or it’s a waste of time.


There are two main ways to do that:  AdSense or product promotion.   To set up an AdSense site, you write a bunch of articles, post them on a website with some Google ads, and wait for the money to roll in.


I don’t do that.


I don’t own a single AdSense site and have never set one up.  This article is not about setting up an Adsense site.


My niches site are all product-promotion sites.  I pick a product–generally an e-book or video course–and set up a site dedicated to it.


Naturally, picking a good product is an important part of the equation.


The most important part of product selection is that the product has an affiliate program. Without that, there’s no money to be made.     There are a lot of places to find affiliate programs.     Here are a few:


    

  • Amazon.   If you don’t live in one of the states that Amazon has dropped in retaliation for passing laws that attempt to circumvent the Supreme Court’s ruling on collecting sales tax, you can sign up as an associate and collect a commission on every referral you send that turns into a purchase.   That means you have a lot of product to choose from.   Unfortunately, your commission is small, so you need to promote fairly expensive products to get a decent return.   On the other hand, people trust Amazon, so that’s one less hurdle to making a sale.
    • 

  • Commission Junction.   These are the people managing affiliate programs for a large number of credit cards and banks.  If you’ve opened an account with INGDirect through one of my links, I got a commission for the referral. (Thank you!)   They have a lot of other products, too.
    • 

  • e-Junkie.  This one is a popular distribution system for bloggers.   It’s likely that, if you’ve bought an ebook from a blogger, e-Junkie handled the fulfillment process.   A lot of the products available there have an affiliate program, but that is up to the owner of the product.
    • 

  • ClickBank.  My favorite.   This is one of the largest affiliate networks specializing in electronic products, whether that’s membership sites, ebooks, or video courses.   Commissions are good, often 50-75%.   They also offer a 60 day guarantee of every product sold through their site, which helps soothe the wary customer.  This is the site I’ll be using for this series.
    • 



The first thing you need to do is sign up for whichever program you intend to use.


If you’re not going with Clickbank, feel free to skip ahead to the section on keyword research.


Once you are signed up and logged in, click on the “Marketplace” link at the top of the screen.


Clickbank


From here, it’s just a matter of finding a good product to sell.   Here are the niches we’re going to be looking for:


    

  • Back pain
    • 

  • Bankruptcy
    • 

  • Conflict resolution at work
    • 

  • Detox diets
    • 

  • Fat kids
    • 

  • Foreclosure avoidance
    • 

  • Job hunting
    • 

  • Weddings
    • 

  • Writing sales copy
    • 



I’m going to look for one or two good products in each niche.  When that’s done we’ll narrow it down by consumer demand.


For now, go to advanced search.


CBSearch


Enter your keyword, pick the category and set the advanced search stats.     Gravity is the number of affiliates who have made sales in the last month.  I don’t like super-high numbers, but I also want to make sure that the item is sellable.  Over 10 and under 50 or so seems to be a good balance.


The average sale just ensures that I’ll make a decent amount of money when someone buys the product.   I usually aim for $25 or more in commissions per sale.  Also, further down, check the affiliate tools box.    That means the seller will have some resources for you to use.


This combination will give us 36 products to check out for back pain, unfortunately, none of the results are for back pain products.    After unchecking the affiliate tools and setting the gravity to greater than 1,  I’ve got 211 results.    Sorting by keyword relevance, I see three products, two of which look like something I’d be interested in promoting.   One has a 45% commission, the other is 55%.  The X-Pain Method has an initial commission of $34 and claims a 5% refund rate.   Back Pain, Sciatica, and Bulging Disc Relief pays $16, which will make it a potentially easier sale.  I’ll add both to the list for further research.


I’m not going to detail the search for the rest of the niches.  That would be repetitive.  You can see my selections here:



Now we’re going to go through a few steps for each of these products.


The Sales Page


We need to make sure the sales page doesn’t suck.    If the site doesn’t work, is hard to read or navigate, has a hard-to-find order button, or just doesn’t look professional, it’s getting cut.


    

  • Raw Foods is eliminated.  The sales video is horrible and the order link is at the bottom of several screens worth of nothing.  It’s a crap site.
    • 

  • The 7 day foreclosure-avoidance product is out.  Site’s down today.  I want reliability.
    • 

  • Management Training By The Book is out.  I don’t like typos on the sales page, especially in the page title.
    • 



The Email List


If it has an email subscription form, we’ll need to subscribe, then double-check to make sure our affiliate information isn’t getting dropped in the emails.   If it is, the seller is effectively stealing commissions.  In the interest of time and laziness, I’m going to eliminate anyone pushing for an email subscription.  It’s harder–and time-consuming–to monitor that.  On of my niche site had a seller completely drop their product.  Instead, they pushed for email subscriptions so they could promote other products as an affiliate.  Absolutely unethical.


    

  • Wedding speeches is eliminated for  throwing a mandatory email entry into the order process.  There’s no guarantee they are up to anything shady, but I’m taking the simple route.
    • 



Checkout and Credit


Finally, we’re going to visit the checkout page.  You need to do this from every links in the newsletter and the links on the sales page, just to make sure you’ll get your money.


The way to tell who’s being credited is to look at the bottom of the order page, under the payment information.   It should say [affiliate = xxx] where xxxis your ClickBank ID.   Anything else, and the product gets cut from the list.


When you are checking these, don’t click on every possible link at once.  That confuses the cookies. Do one at a time.  I tried to do it in one batch for this post and lost half of the cookies.  If it weren’t for the fact that I already own one of the products and bought it through my own link and got credited, I would have been talking undeserved trash about thieving companies.


Other Factors


Sometimes, when you’re examining a product, it just doesn’t feel right.  When that happens, drop it.  There are millions of other products you can promote.   In this case, I’m dropping the anger management program because, in my experience, angry people don’t think they are the problem.  Here’s a life tip:  If everyone else is a jerk, the problem probably isn’t everyone else.


    

  • Another important factor is the sales page itself.  If it doesn’t make you want to buy the product, why would anyone else?
    • 

  • Amazing Cover Letters is eliminated because it’s too easy to overlook the buy link.  If I have to hunt for it, it’s losing customers.
    • 

  • Amazing Wedding Planning is getting eliminated because I don’t like the sales page.  The buy link is easy to overlook, and it doesn’t compel me to buy.
    • 



Now we’re down to 10 products in 6 niches.    At this point, we’re comfortable with the sales pages and we know that they are crediting commissions.   As it stands right now, all of the products are worth promoting.



We’ll make the final determination after doing some heavy keyword research in the next installment.   That’s where we’ll find out how hard it is to compete.


Any questions?


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Make Extra Money, Part 6.5: Why I Do It The Way I Do It


Business, Finance
This is a follow-up to part 6 of the niche site walkthrough, Setting Up a Niche Site.  If you haven’t read that post, this one won’t mean much.  Go ahead.  Read it.  I’ll wait.


Several people have asked me to explain why I use the plugins and settings I use.   In this installment of the Make Extra Money series, I’m going to explain every choice I recommended last time.


WordPress


WordPress is a site development dream.  With the right themes and plugins, you can literally make a WordPress site look, feel, and behave in any way you wish.   Even without digging too deep into plugins and premium themes like Headway, you can put together a niche site blog in very little time and know that it’s happening on a robust platform that is actively being improved.


Configuring WordPress


Updates


Keeping your site updated is the single most important thing you can do to avoid getting hacked.   Since I haven’t yet figured out how to make hacking a terminal disease, I do the best I can to avoid letting them cause problems.   Keeping your site updated is the condom of WordPress.


WWW


This is entirely a personal preference, but, after 20 years of reinforcing habits, most people type “www” by default.  WordPress will automatically forward visitors correctly, so this isn’t actually a necessity.


The “Misc” Category


I don’t spend much time worrying about categories when I post, and sometimes I experiment with using external software to post from pools of articles, so I set up a default category.   “Misc” is much nicer to see than “Uncategorized”, even if they mean the same thing.


Theme Selection


I like SimpleX because it is uncluttered and easy to navigate.  It’s hardly the most powerful theme out there, but it doesn’t pretend to be.  If I want more, I use Headway.


Plugins


Plugin Central


Plugin Central is just a plugin installer that lets you install and activate many plugins at once.  Even knowing exactly what plugins you want, this easily saves half an hour of setup time.


All in One SEO Pack


SEO is important.  In fact, it’s what I base my niche site traffic on.   All in One SEO makes it easy to manage the SEO titles that search engines see and the meta descriptions that search engine’s display to visitors when they see your site after a search.   Some themes do this themselves, but I still use this plugin.


Meta keywords are all but useless, but not entirely.   Google and Bing don’t care, but some networking and sharing sites do.


I “noindex” the tag archives because I don’t want the search engines finding each page twice.  Identical pages with different addresses will register as two pages with Google.  How does it know which one I consider most important?  It doesn’t, so I don’t give it the option of indexing my tag archives.


Contact Form 7


This is just a free and easy contact form.  I haven’t found anything better for the price.


WordPress Database Backup


Backups are important.  Always back up your data.  Do you want to spend 3 weeks building a site, just to have your server crash, killing everything?  5 minutes now will save hours or days of headache later.


SEO SearchTerms Tagging 2


When someone comes to your site from a search engine, this plugin takes the term they searched for and appends it in a list at the end of the post the visitor found.  This reinforces your site as a good result for that search term.  It also provides a handy list of the most popular search terms people use to find your site.


Conditional CAPTCHA for WordPress


I hate spam.  If Akismet finds a spam comment being posted, this plugin will give the user a change to enter a CAPTCHA code to post the comment. Even if I turn off comments on a site, I keep this installed in case I ever change my mind.   Real comments are good for SEO, so I occasionally test allowing the comments.  I won’t waste the time moderating comments on a niche site, so this is a good compromise.


Date Exclusion SEO


If someone comes to a site and sees the last post was two years ago, they’ll leave. I don’t want a post to look like it’s outdated, so I suppress the dates.


Pretty Link Lite


This plugin lets me mask a link and set it to nofollow.  Nofollow tells the search engines to discount the value of the link, which removes a spam-site indicator from their algorithms.   Masking the link turns a messy affiliate link into a link that looks internal, making it easier for a visitor to click and allowing you to see how often a link is clicked.


Google XML Sitemaps


Making it easy for Google to find your entire site is a good thing.  This plugin helps with that.


WP Policies


This plugin provides a long list of site policies, formatted for a WordPress page.  The most important one is the disclaimer announcing the fact that your are making money on your site.


WP Super Cache


Super Cache creates a pre-generated copy of your page so the site doesn’t have to hit the database to rebuild it dynamically every time someone visits.  It’s all about speed, which affects your search rank.


JetPack


I like using the WordPress.com stats instead of Google Analytics for most of my niche site.  I don’t see a need to announce to Google that these 12 sites are owned by me, so I don’t.   WordPress.com included their stats plugin in JetPack, then discontinued the standalone plugin, so I use JetPack.


Backup


If I subscribe to my own feed, I get every post in Google Reader.  That means I don’t need to make a daily backup of any of my sites.   For the amount of changes I make to my niche sites, weekly might still be overkill, but that’s what I do.   I get the backups by email so I have a copy somewhere other than the host.  I don’t believe in letting anyone control my money but me.


Settings


Discussion


Most comments to niche sites are spam comments, so I hide them without actually turning them off.   Sometimes I test letting the comments through, because some niches might have great people that want to post good comments.  I haven’t had a lot of luck with that, on my niche sites.


Permalinks


The default permalink structure is absolutely not recommended for search engine purposes.  It’s also harder for someone to mention.   I don’t put dates in the link for the same reason I hide dates in the posts: I don’t want anything to look outdated.


Menus


I keep the navigation menu simple.  It has three purposes:


    

  1. Link to the page that’s designed to make money.
    2. 

  2. Link to the pages that show Google and readers it is an active site.
    3. 

  3. Link to the disclaimer that keeps my butt away from federal fines.
    4. 



Anything else is wasted space.


Widgets


On my niche sites, I use widgets to help with navigation and to point people to the pages that will make the most money.     I haven’t addressed how I do the second part yet, because I haven’t created those pages yet.


Posts


Right now, http://www.masterweddingplanning.net/ has exactly one post, and it’s a duplicated post from eZineArticles.   It has served its purpose.  This site is fully indexed by Google.


When I get the rest of the content written, I’ll delete that post.


There you have it, the reasons behind every choice I make during site creation.  Did I miss anything?  Do you have any other questions?


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Contact Me


Please email me at:


Jason [at] LiveRealNow [dot] net


Or use the form below.


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