RBC first bank in Canada to enable bill payments using Siri

Who doesn’t wish they had an assistant to pay their bills? Thanks to an update to the RBC Mobile app, Royal Bank of Canada (“RBC”) personal banking clients are now the first in Canada who can ask Siri to pay their bills on iPhone and iPad.

Image of the final bill payment screen when paying a bill using Siri on iPhone. ILSTV.com

RBC also launched seamless Interac e-Transfer® payments within iMessage, which means clients can send a transfer without leaving their iMessage window. Building on its market leading, free person-to-person (P2P) money transfer services for chequing account clients launched last year, and money transfers with Siri earlier this year, RBC continues to develop simple and innovative ways for clients to make payments and bank with their mobile devices.

“By offering bill payments through Siri and P2P transfers through iMessage, we’re providing more convenient solutions to support our client’s payment needs,” said Sean Amato-Gauci, executive vice-president, Cards, Payments and Banking, RBC. “Our clients are avid users of Interac e-Transfer payments, and embraced our launch of money transfers using Siri earlier this year. By giving clients the ability to seamlessly and conveniently bank using voice commands, we’re delivering simple and innovative solutions.”

 

Using Siri to pay your bills with the RBC Mobile app

Paying your bills using Siri is simple. Once you give the voice command, Siri will confirm the name from your payee list and the RBC Mobile app automatically debits your account and sends the payment. The payment is secure and protected by TouchID.

Sending an Interac e-Transfer payment is just as simple. Clients simply type the amount of money they’d like to send to their contact in the iMessage window, and authenticate the transfer using TouchID.

These payment solutions are the latest enhancements from the RBC innovation labs, which test new ideas by partnering with academia, fintechs and RBC clients to make banking easier. The RBC labs are actively working on a range of client solutions that will be coming to market this year.

“We’re one of the leading voices on artificial intelligence in Canada, and our integration of Siri into bill payments and P2P transfers are an example of how our clients are already benefitting from these advancements in AI,” said Amato-Gauci. “We’re committed to providing clients with exceptional experiences when, how and where it’s most convenient for them, including exploring ways to integrate into social networks and digital platforms that are essential to their everyday lives.”

The RBC Mobile app was recently awarded the Highest in Customer Satisfaction Among Canadian Mobile Banking Apps by the J.D. Power inaugural 2017 Canadian Banking Mobile App Satisfaction Study. RBC has seen an increase of more than 20 per cent in active mobile users over the past year, a clear indication that more Canadians are using the RBC Mobile app to bank whenever and wherever they want.

The RBC Mobile app is available for free download from the App Store on iPhone and iPad or at www.AppStore.com. For more information about the RBC Mobile app, please visit www.rbcroyalbank.com/mobile/.

About RBC
Royal Bank of Canada is Canada’s largest bank, and one of the largest banks in the world, based on market capitalization. We are one of North America’s leading diversified financial services companies, and provide personal and commercial banking, wealth management, insurance, investor services and capital markets products and services on a global basis. We have approximately 80,000 full- and part-time employees who serve more than 16 million personal, business, public sector and institutional clients through offices in Canada, the U.S. and 35 other countries. For more information, please visit rbc.com.

RBC helps communities prosper, supporting a broad range of community initiatives through donations, community investments and employee volunteer activities. For more information please see: http://www.rbc.com/community-sustainability/.

SOURCE RBC Royal Bank

For further information: Heather Colquhoun, RBC Communications, 437-994-5044, heather.colquhoun@rbc.com; Sarah Hall Turnbull, Blue Sky Communications, 416-458-3878, sturnbull@blueskycommunications.com

Why Twitter won’t ban President Donald Trump

By Barbara Ortutay

THE ASSOCIATED PRESS

NEW YORK _ Twitter has made it clear that it won’t ban Donald Trump from its service, whether the president follows its rules against harassment or not.

That’s no surprise: The president’s tweets draw attention to the struggling service, even if tweets mocking reporters and rivals undercut Twitter’s stated commitment to make the service a welcoming place.

The company has been cracking down on accounts that violate its terms, and Trump’s critics say he has broken Twitter’s rules multiple times.

Calls to ban Trump from Twitter, largely by liberal activists, writers and Twitter users, sounded even before he became president. They were renewed recently when the president posted a mock video of him “body slamming” a man whose face was covered by CNN logo. Groups such as the Reporters Committee for Freedom of the Press condemned the video as a threat against journalists (a White House aide said at the time that the tweet should not be seen as a threat).

THE CASE FOR TRUMP

Twitter does ban harassment and hateful conduct, but there is a lot of wiggle room as to what constitutes such behaviour. For instance, though it may be crude to tweet that a TV host was  “bleeding badly from a face-lift,” they are at best in a grey area when it comes to violating Twitter terms.

When asked about Trump, Twitter says it doesn’t comment on individual accounts. But CEO Jack Dorsey told NBC in May that it’s  “really important to hear directly from leadership” to hold people accountable and have conversations out in the open, not behind closed doors.

It also makes business sense: Trump’s tweets are constantly in headlines, calling attention to Twitter and, ideally, getting more users to sign up.

For now, it doesn’t appear to be helping. On Thursday, Twitter said its monthly average user base in the April-June quarter grew 5 per cent from the previous year to 328 million, but it was unchanged from the previous quarter. Twitter’s stock fell more than 9 per cent to $17.75 in pre-market trading Thursday after the numbers came out.

Twitter has never turned a profit. On Thursday, the San Francisco-based company reported a second-quarter loss of $116 million, or 16 cents per share, compared with a loss of $107 million, or 15 cents per share, a year earlier.

Revenue declined 5 per cent to $574 million from $602 million, inching past Wall Street’s muted expectations.

IMPORTANT TWEETS

Free speech advocates agree it’s better for Trump to stay.

Emma Llanso, director of the Center for Democracy & Technology’s Free Expression Project, said Trump’s tweets are  “very clearly politically relevant speech” and are even being cited in court cases challenging the president’s policies. For example, a U.S. appeals court used Trump’s tweets in June to block his travel ban on people from six predominantly Muslim countries.

Llanso said it’s understandable why there has been “so much pressure” on social media platforms to crack down on harassment. Long before Trump was elected, users and online safety advocates called on Twitter to do something about abuse on its service.

But when it comes to the president’s outsized presence on Twitter, she’d rather have a private company avoid deciding what should and shouldn’t be allowed. Rather, she said, “we should be looking to the instruments of our democracy as the appropriate place to hold the president accountable.”

SURVIVING THE CRACKDOWN

Twitter appears to agree. Earlier this month, the company announced that it is now taking some action, including suspensions, on 10 times the number of abusive accounts than it did a year ago (though it did not give a number). Trump, of course, was not in trouble.

In June, the president defended his use of social media, tweeting that the mainstream media doesn’t want him to get his “honest and unfiltered message out.” The White House did not immediately respond to a message for comment on Thursday morning.

IT WORKS BOTH WAYS

Twitter provides a platform for the president to interact with the world directly, without intermediaries such as the news media. But if it’s important for people to hear directly from Trump, free speech advocates say, it’s also important for Trump to listen and to allow people to see his messages.

His blocking of individual users on the service is the subject of a lawsuit .

Comedian Dana Goldberg, who says she has been blocked by the president but is not part of the lawsuit, likened it to him  ‘giving the State of the Union and blocking out the TV sets of people who voted for (Hillary) Clinton.”

Her offence? Goldberg, who has about 7,680 followers compared with Trump’s 34.6 million, said it was her tweet calling Trump “a sad man” after he wished Sen. John McCain well following a cancer diagnosis, despite deriding McCain’s war record before.

“The fact that I was blocked by the president of the United States, it’s insane,” she said.

Latest smartphone app provides more convenience and peace of mind

Attention tech, insurance, housing and auto journalists.

Many of us can’t live without our smartphones. They’re in our pockets, purses and bags and we check them often for communication, information, or just force of habit. Now your phone can become the ultimate home and auto insurance tool by downloading the new State Farm Canada Appwww.statefarm.ca/sfcanadaapp – for free!

Telematics, Alert and easy access to Online Services all at your fingertips

The all-new State Farm Canada App includes Telematics* – a fully mobile telematics insurance program. Telematics can help you to become a safer driver by using your smartphone to track and improve your driving in real-time and then rewards you with savings of up to 25% on your auto insurance premium at renewal. – www.statefarm.ca/insurance/auto/discounts/telematics

The app also allows you to manage your home and auto insurance easily. By logging on to your Online Services account directly from your phone you can receive instant access to your insurance policies, obtain valuable information and tips, file a claim or get an online quote, anywhere, anytime, 24/7.

And for even more peace of mind, the State Farm Canada App includes Alert, our latest home insurance prevention program that detects water leaks and risk of freezing to prevent water damage.

Customers with a home insurance policy that sign up for the Alert program will receive a free water and freeze detector. The detector is a connected device and can be placed close to a potential source of leaks like a bathroom, dishwasher or washing machine. If it senses a problem it sends an alert to your smartphone by notification, text message or email, so you can act quickly to limit any damage. Participation in the program will not lead to premium increases or changes in existing coverage, regardless of how many alerts a customer receives.

In Canada, water damage accounts for more than 50% of property insurance claims, so acting fast can prevent significant damage and avoid the disruption that comes with it.

How and where do I get it?

Call your State Farm agent to enroll in Telematics and/or Alert, and download the State Farm Canada App from the App Store® – www.apple.com/itunes/download – or Google Play™ – https://play.google.com/store/apps.

About State Farm

In January 2015, State Farm’s Canadian operations were purchased by Desjardins Group, the leading cooperative financial group in Canada and among the three largest P&C insurance providers in Canada. With its 500 dedicated agents and 1700 employees, the State Farm division provides insurance and financial services products including mutual funds, life insurance, vehicle loans, critical illness, disability, home and auto insurance to customers in Ontario, Alberta and New Brunswick. For more information, visit www.statefarm.ca, join us on Facebook – www.facebook.com/statefarmcanada, or follow us on Twitter – www.twitter.com/statefarmcanada.

App Store is a service mark of Apple Inc., registered in the U.S. and other countries.
Google Play is a trademark of Google Inc.

*Telematics is currently available in Ontario only

State Farm branded policies are underwritten by Certas Home and Auto Insurance Company.

®State Farm and related trademarks and logos are registered trademarks owned by State Farm Mutual Automobile Insurance Company, used under licence by Certas Home and Auto Insurance Company.

©Copyright 2017, Certas Home and Auto Insurance Company.

SOURCE State Farm Mutual Automobile Insurance Co.

Spam campaign targets Google users with malicious link

Spam campaign targets Google users with malicious link

Reuters

Alphabet Inc (GOOGL.O) warned its users to beware of emails from known contacts asking them to click on a link to Google Docs after a large number of people turned to social media to complain that their accounts had been hacked.

Google said on Wednesday that it had taken steps to protect users from the attacks by disabling offending accounts and removing malicious pages.

The attack used a relatively novel approach to phishing, a hacking technique designed to trick users into giving away sensitive information, by gaining access to user accounts without needing to obtain their passwords. They did that by getting an already logged-in user to grant access to a malicious application posing as Google Docs.

“This is the future of phishing,” said Aaron Higbee, chief technology officer at PhishMe Inc. “It gets attackers to their goal … without having to go through the pain of putting malware on a device.”

He said the hackers had also pointed some users to another site, since taken down, that sought to capture their passwords.

Google said its abuse team “is working to prevent this kind of spoofing from happening again.”

Anybody who granted access to the malicious app unknowingly also gave hackers access to their Google account data including emails, contacts and online documents, according to security experts who reviewed the scheme.

“This is a very serious situation for anybody who is infected because the victims have their accounts controlled by a malicious party,” said Justin Cappos, a cyber security professor at NYU Tandon School of Engineering.

Cappos said he received seven of those malicious emails in three hours on Wednesday afternoon, an indication that the hackers were using an automated system to perpetuate the attacks.

He said he did not know the objective, but noted that compromised accounts could be used to reset passwords for online banking accounts or provide access to sensitive financial and personal data.

Reporting by Alastair Sharp and Jim Finkle in Toronto

8 Old School SEO Practices That Are No Longer Effective

8 Old School SEO Practices That Are No Longer Effective

MOZ – Excerpted article was written By: Rand Fishkin

Are you guilty of living in the past? Using methods that were once tried-and-true can be alluring, but it can also prove dangerous to your search strategy. In today’s Whiteboard Friday, Rand spells out eight old school SEO practices that you should ditch in favor of more effective and modern alternatives.

Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re going to chat about some old school SEO practices that just don’t work anymore and things with which we should replace them.

Let’s start with the first one — keywords before clicks.

Look, I get the appeal here. The idea is that we’ve done a bunch of keyword research, now we’re doing keyword targeting, and we can see that it might be important to target multiple keywords on the same page. So FYI, “pipe smoking,” “tobacco smoking,” “very dangerous for your health,” not recommended by me or by Moz, but I thought it was a funny throwback keyword and so there you go. I do enjoy little implements even if I never use them.

So pipes, tobacco pipes, pipe smoking, wooden pipes, this is not going to draw anyone’s click. You might think, “But it’s good SEO, Rand. It’s good to have all my keywords in my title element. I know that’s an important part of SEO.” Not anymore. It really is not anymore an important . . . well, let’s put it this way. It’s an important part of SEO, which is subsumed by wanting to draw the clicks. The user is searching, they’re looking at the page, and what are they going to think when they see pipes tobacco, pipes, pipe smoking, wooden pipes? They have associations with that — spammy, sketchy, I don’t want to click it — and we know, as SEOs, that Google is using click signals to help documents rank over time and to help websites rank over time.

So if they’re judging this, you’re going to fall in the rankings, versus a title like “Art of Piping: Studying Wooden Pipes for Every Price Range.” Now, you’re not just playing off the, “Yes, I am including some keywords in there. I have ‘wooden’ and ‘pipes.’ I have ‘art of piping,’ which is maybe my brand name.” But I’m worried more about drawing the click, which is why I’m making this part of my message of “for every price range.” I’m using the word “stunning” to draw people in. I’m saying, “Our collection is not the largest but the hand-selected best. You’ll find unique pipes available nowhere else and always free, fast shipping.”

I’m essentially trying to create a message, like I would for an AdWords ad, that is less focused on just having the raw keywords in there and more focused on drawing the click. This is a far more effective approach that we’ve seen over the last few years. It’s probably been a good six or seven years that this has been vastly superior to this other approach.

Second one, heavy use of anchor text on internal links.

This used to be a practice that could have positive impacts on rankings. But what we’ve seen lately, especially the last few years, is that Google has discounted this and has actually even punished it where they feel like it’s inappropriate or spammy, manipulative, overdone. We talked about this a little in our internal and external linking Whiteboard Friday a couple of weeks back.

In this case, my suggestion would be if the internal link is in the navigation, if it’s in the footer, if it’s in a sidebar, if it’s inside content, and it is relevant and well-written and it flows well, has high usability, you’re pretty safe. However, if it has low usability, if it looks sketchy or funny, if you’re making the font small so as to hide it because it’s really for search engines and not for searchers and users, now you’re in a sketchy place. You might count on being discounted, penalized, or hurt at some point by Google.

Number three, pages for every keyword variant.

This is an SEO tactic that many folks are still pursuing today and that had been effective for a very long time. So the idea was basically if I have any variation of a keyword, I want a single page to target that because keyword targeting is such a precise art and technical science that I want to have the maximum capacity to target each keyword individually, even if it’s only slightly different from another one. This still worked even up to four or five years ago, and in some cases, people were sacrificing usability because they saw it still worked.

Nowadays, Google has gotten so smart with upgrades like Hummingbird, obviously with RankBrain last year, that they’ve taken to a much more intent- and topic-matching model. So we don’t want to do something like have four different pages, like unique hand-carved pipes, hand-carved pipes, hand-carved tobacco pipes, and hand-carved tobacco smoking pipes. By the way, these are all real searches that you’ll find in Google Suggest or AdWords. But rather than taking all of these and having a separate page for each, I want one page targeting all of them. I might try and fit these keywords intelligently into the content, the headline, maybe the title, the meta description, those kinds of things. I’m sure I can find a good combination of these. But the intent for each of these searchers is the same, so I only want one page targeting them.

Number four — directories, paid links, etc.

Every single one of these link building, link acquisition techniques that I’m about to mention has either been directly penalized by Google or penalized as part of an update, or we’ve seen sites get hit hard for doing it. This is dangerous stuff, and you want to stay away from all of these at this point.

Directories, well, generic directories and SEO directories for sure. Article links, especially article blasts where you can push an article in and there’s no editorial review. Guest content, depending on the editorial practices, the board might be a little different. Press releases, Google you saw penalized some press release websites. Well, it didn’t penalize the press release website. Google said, “You know what? Your links don’t count anymore, or we’re going to discount them. We’re not going to treat them the same.”

Comment links, for obvious reasons, reciprocal link pages, those got penalized many years ago. Article spinners. Private link networks. You see private and network, or you see network, you should just generally run away. Private blog networks. Paid link networks. Fiverr or forum link buys.

You see advertised on all sorts of SEO forums especially the more aggressive, sketchy ones that a lot of folks are like, “Hey, for $99, we have this amazing package, and I’ll show you all the people whose rankings it’s increased, and they come from PageRank six,” never mind that Page Rank is totally defunct. Or worse, they use Moz. They’ll say like, “Domain authority 60-plus websites.” You know what, Moz is not perfect. Domain authority is not a perfect representation of the value you’re going to get from these things. Anyone who’s selling you links on a forum, you should be super skeptical. That’s somewhat like someone going up to your house and being like, “Hey, I got this Ferrari in the yard here. You want to buy this?” That’s my Jersey coming out.

Social link buys, anything like this, just say no people.

Number five, multiple microsites, separate domains, or separate domains with the same audience or topic target.

So this again used to be a very common SEO practice, where folks would say, “Hey, I’m going to split these up because I can get very micro targeted with my individual websites.” They were often keyword-rich domain names like woodenpipes.com, and I’ve got handmadepipes.net, and I’ve got pipesofmexico.co versus I just have artofpiping.com, not that “piping” is necessarily the right word. Then it includes all of the content from all of these. The benefit here is that this is going to gain domain authority much faster and much better, and in a far greater fashion than any of these will.

Let’s say that it was possible that there is no bias against the exact match domain names folks. We’re happy to link to them, and you had just as much success branding each of these and earning links to each of these, and doing content marketing on each of these as you did on this one. But you split up your efforts a third, a third, a third. Guess what would happen? These would rank about a third as well as all the content would on here, which means the content on handmadepipes.net is not benefitting from the links and content on woodenpipes.com, and that sucks. You want to combine your efforts into one domain if you possibly can. This is one of the reasons we also recommend against subdomains and microsites, because putting all of your efforts into one place has the best shot at earning you the most rankings for all of the content you create.

Number six, exact and partial keyword match domain names in general.

It’s the case like if I’m a consumer and I’m looking at domain names like woodenpipes.com, handmadepipes.net, uniquepipes.shop, hand-carved-pipes.co, the problem is that over time, over the last 15, 20 years of the Web, those types of domain names that don’t sound like real brands, that are not in our memories and don’t have positive associations with them, they’re going to draw clicks away from you and towards your competitors who sound more credible, more competent, and more branded. For that reason alone, you should avoid them.

It’s also that case that we’ve seen that these types of domains do much more poorly with link earning, with content marketing, with being able to have guest content accepted. People don’t trust it. The same is true for public relations and getting press mentions. The press doesn’t trust sites like these.

For those reasons, it’s just a barrier. Even if you thought, “Hey, there’s still keyword benefits to these,” which there is a little bit because the anchor text that comes with them, that points to the site always includes the words and phrases you’re going after. So there’s a little bit of benefit, but it’s far overwhelmed by the really frustrating speed bumps and roadblocks that you face when you have a domain like this.

Number seven — Using CPC or Adwords’ “Competition” to determine the difficulty of ranking in organic or non-paid results

A lot of folks, when they’re doing keyword research, for some reason still have this idea that using cost per click or AdWords as competition scores can help determine the difficulty of ranking in organic, non-paid results. This is totally wrong.

So see right here, I’ve got “hand-carved pipes” and “unique wooden pipes,” and they have an AdWords CPC respectively of $3.80 and $5.50, and they have AdWords competition of medium and medium. That is in no way correlated necessarily with how difficult they’ll be to rank for in the organic results. I could find, for example, that “unique wooden pipes” is actually easier or harder than “hand-carved pipes” to rank for in the organic SEO results. This really depends on: Who’s in the competition set? What types of links do they have and social mentions do they have? How robust is their content? How much are they exciting visitors and drawing them in and serving them well? That sort of stuff is really hard to calculate here.

I like the keyword difficulty score that Moz uses. Some other tools have their own versions. Doctor Pete, I think, did a wonderful job of putting together a keyword difficulty score that’s relatively comprehensive and well-thought through, uses a lot of the metrics about the domain and the page authority scores, and it compensates for a lot of other things, to look at a set of search results and say, “This is probably about how hard it’s going to be,” and whether it’s harder or easier than some other keyword.

Number eight — Unfocused, non-strategic “linkbait”

Last one, some folks are still engaging in this, I think because content strategy, content marketing, and content as a whole has become a very hot topic and a point of investment. Many SEOs still invest in what I call “nonstrategic and unfocused link bait.” The idea being if I can draw links to my website, it doesn’t really matter if the content doesn’t make people very happy or if it doesn’t match and gel well with what’s on my site. So you see a lot of these types of practices on sites that have nothing to do with it. Like, “Here are seven actors who one time wore too little clothing.” That’s an extreme example, but you get the idea if you ever look at the bottom ads for a lot of content stuff. It feels like pretty much all of them say that.

Versus on topic link bait or what I’d call high quality content that is likely to draw in links and attention, and create a positive branding association like, “Here’s the popularity of pipes, cigarettes, electronic cigarettes, and cigars in the U.S. from 1950 to today.” We’ve got the data over time and we’ve mapped that out. This is likely to earn a lot of links, press attention. People would check it out. They’d go, “Oh, when was it that electronic cigarettes started getting popular? Have pipes really fallen off? It feels like no one uses them anymore. I don’t see them in public. When was that? Why was that? Can I go over time and see that dataset?” It’s fundamentally interesting, and data journalism is, obviously, very hot right now.

Source: MOZ

Reasons you shouldn’t be afraid to be funny on social media

Reasons you shouldn’t be afraid to be funny on social media

for ClickZ

Laughter is a universal language and one of our first communication methods. Before we had spoken or written language, humans used laughter to express our enjoyment or accession with a certain situation. It’s also a form of communication that bridges the gap between various languages, cultures, ages and demographics. So it’s no wonder that funny memes and witty hashtags are such a hit on social media. In fact, according to one study, “humor was employed at near unanimous levels for all viral advertisements. Consequently, this study identified humor as the universal appeal for making content viral.”

So, humorous content gets shared more on social media channels. That’s an obvious benefit for your brand. But what other benefits can you gain by making your audience laugh? Following are four other advantages to using humorous content.

1. It creates unity.

Laughter is social. We laugh 30 times more when we’re with other people than when we’re alone, according to Robert R. Provine, professor of psychology and neuroscience at the University of Maryland Baltimore County. Laughter eases tension and forms a sense of unity through groups. Get your Facebook fans or Twitter followers laughing, and you’ll be helping to establish a sense of community and building connections with your brand and amongst your fans and followers.

2. It triggers emotional responses.

Humor creates positive feelings. Laughing releases endorphins, relaxes the body, boosts the immune system, helps to relieve stress and overall just makes us feel good. These physiological and chemical responses are unconscious, and create a pleasant emotional response. By using humor in your content on social media, you help to associate pleasant feelings with your brand.

3. It makes your brand memorable.

Positive feelings create memories. Research has shown that just 42% of positive experiences were forgotten, while 60% of negative experiences faded from memory. No one remembers a dull Facebook post or boring YouTube video, but we all remember Kmart’s “I Shipped My Pants” commercials, even if we’d forgotten that Kmart was around. Making your audience feel good through humorous content will help them to remember your brand in the short- and long-term.

4. It provides audience insights.

Peter McGraw, director of the Humor Research Lab and author of the Humor Code, states that “funny” is the intersection of benign and violation. If something is benign — a everyday observation — it’s not going to be funny. If something is a violation — a gross or offensive view of the world — it’s also not going to be funny. But that sweet spot between everyday and offensive, that’s where funny happens.

Learning where that sweet spot is for your audience can tell you a lot about their mindset, values and desires. To find this perfect junction, you may have to test things you think are too benign or too offensive, which does create some risks. But the insights you gain into your audience’s mentality can be well worth the uncertainty.

Being funny helps to create stronger emotional ties with your audience, creates better brand recall and builds a closer knit community. Humor may not come naturally for your brand, and may not always be the right approach. Luckily, social media allows you to test and iterate quickly to find the best humorous tone for your brand and audience.

ClickZ is a Mashable publishing partner that provides marketing news and expert advice.

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