Golden Rules

As much as link building has been shaken up over the past year, many things have remained the same, and they're the same ideas and tactics that also worked years ago. I suspect they'll continue to work, and continue to be argued about. We all say that content is what builds links, and while it can and does, it isn't always that simplistic a concept. Great content will naturally attract links, and depending upon the strength and visibility of the site where this content is listed, very little promotional effort may be necessary.

Amid all the hoopla around politicians using social media platforms to engage voters, the Obama and Romney campaigns are still employing a stalwart communication tool: email. The problem, however, is that both campaigns constantly break the golden rules of email, to the frustration of many. First, there are the subject lines, which are usually misleading or do little to inform recipients what the message is actually about in the hopes of getting them to open the email—a practice known in the digital journalism world as “clickbait.”

By Alicia Orr Suman HAVE YOU BEEN TO A MALL LATELY? Check out the fashions sported by the teenage girls: In their low-slung jeans and halter tops, they look like flashbacks to the 1970s. Walk into the music store, and they're promoting the Beatles' album (which, by the way, my 5-year-old daughter thinks is "cool"). I thought I was alone in noticing this 1960s-1970s redux. Then I read a column by Karen Heller in The Philadelphia Inquirer's Sunday Magazine last weekend about the state of fashion, music and popular culture today. Basically, it said that there's nothing new. Everything's been recycled—a throwback to the

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