September 19, 2017

Tips for Choosing a Website Platform

When choosing between a HTML and Content Management System (CMS) website platform, there are options to consider for the business or organization to have a positive short-term and long-term experience.

Do I want to update content and images on my own?  
Do you want to be able to update content and images yourself, in an effort to save time and/or money? There are specific website platforms which allow for the content and images on website pages to be updated without having to know how to code, on platforms like WordPress or Drupal.  A word of caution- consider the likelihood of these changes being made from within your business. Our experience is that best intentions do not necessarily come to fruition.  Also, infrequency of updates has the staff always on the steep part of the learning curve, to complete the content and image changes.  Plus, many websites which allow for ease of update are not flexible to accommodate all types of changes into the future. HTML websites do allow for almost limitless changes. So, be sure you will use the ease-of-update feature, before you give away other website attributes, especially in the long-term.

How much future flexibility do I want my website to have?
Some website platforms are more flexible than others; therefore, a decision needs to be made about planning for future changes.  What business needs are foreseen, effecting the website into the future? Again, HTML websites offer the most flexibility.

Do I want to budget monthly for required updates to themes and plug-ins?
Content Management System (CMS – do-it-yourself editing) website platforms require regular and security updates which help the website to continue to perform, even perform better, and provide increased security from present-day hacking. These updates involve the platform, theme, and plug-ins and require some more advanced technical knowledge of the platform to manage the update process.  Backups of the site should also be performed before and after each update to minimize the risk of losing content and images.  Some updates need to be performed as frequently as weekly. Who is going to take care of these updates and at what cost?  Ignoring the updates can yield a crashed website, when trying to bring the site up-to-date by taking a large developmental step.  Also, the security updates keep the various website components functional and working together; updates provide protection from hacking as well.  On the other hand, if you choose to have an HTML site, these constant updates are not needed and site security is more risk-free.  Both CMS and HTML websites require similar costs to develop; the financial difference is in the ongoing updates.

Do I want to own or delegate ownership of my website?
With some website platforms, you pay to have them developed to your specifications; other websites you have built to your specifications, within parameters limited by the website template.  These limited website templates may also require forfeiture of the right to own the site.

With websites which are not owned by the business which they represent, owned by third parties, the website only operates as long as you keep paying the vendor.  As soon as you stop, you cannot move the website to another server of your choice. This type of website is in a proprietary format, which only works as long as you keep it on the developer’s server.

Another consideration point with websites you do not own is the fact that these types of websites are generally less flexible to accommodate future customization.  And remember, customization also means differentiation—more ways for you to look different than your competition.

Start by asking these questions, then proceed to investigate your website development options – – content and image updates; future flexibility; budget; ownership.

July 20, 2017

Facebook Launches Cover Video

Facebook, ever-evolving, is releasing another new feature to expand the way individuals and businesses can choose to appear to the public. Users can now upload a cover video to their page instead of a cover photo. Facebook chose to add this option after recognizing many social media users prefer to consume content in video format. Other video-based updates to Facebook have included Facebook live, profile videos, and Facebook stories.

For cover videos, users upload their video the same way they upload a cover photo. The suggested dimensions are also similar, at 820 x 312 pixels. Cover videos can be anywhere from 20-90 seconds long, looping and changing any way the user wishes. The video will start to play as the cover page is loaded, and will be silent unless the user decides to unmute the video through the mute/unmute icon in the lower right corner (as with other Facebook videos). Cover videos will have most of the same requirements and guidelines as cover photos, but are sure to change the way users engage with Facebook pages.

Facebook stated, “By making cover video available, we want to help you create more engaging interactions and drive more rich experience for your audience by letting you spotlight your creative content in one of the most prominent spaces: your Page cover. This feature is still in early testing, but we expect it to roll out more widely soon.”

Cover videos were available to about 80 percent of Facebook as of June 16th, but will continue to reach the remaining pages soon.  Remember, more viewers come in contact with your posts versus visiting your page.

June 8, 2017

LinkedIn Pulse Application Gives Way to Trending Storylines

As June arrives, LinkedIn’s Pulse application leaves. This social media managing tool gave users several different methods to keep in touch with their colleagues, stay in the loop with the latest industries, and read up on trending news at companies. Users could save articles and like stories to easily share with their network. Notifications alerted the user to breaking news and when their connections were mentioned in the news. 

However, LinkedIn’s Trending Storylines, new technology announced on March 22nd, is now completely replacing Pulse. The LinkedIn Corporate Communications Team wrote May 3rd, “With the recent launch of Trending Storylines and the popularity of our relaunched feed experience, we’ve created a single destination to stay in the know on timely issues, news and what’s happening in your professional world. As such, we’ll no longer be supporting the Pulse app as a standalone experience as of May 31, 2017.” There is no effect on users’ abilities to post on LinkedIn, and users can still customize their feed preferences from the mobile control menu on each post — tap on the three dots in the top right corner.

 ​Trending Storylines, much like Pulse, is focused toward helping users discover and discuss news, and ideas from an enormous and diverse range of professionals. The LinkedIn team redesigned the feed experience so that in addition to the main LinkedIn feed, users also have access to Trending Storylines. This provides users with a completely customized experience made using a combination of algorithms and a team of editorial assistants. This means that if you work in marketing and advertising, you may see a post concerning business marketing, current trends, or webinars on improving writing and techniques to boost productivity inside and outside the workplace. Tomer Cohen, staff at LinkedIn, writes, “Each storyline will also have a unique hashtag associated with it, making it easy for you to join the conversation and add your own take on the issue. As the conversations evolve, we will continue to ensure you’re seeing the latest perspectives.” 

 ​Moving forward, when users continuously like and search certain topics, Trending Storylines will refine the LinkedIn Feed to reflect users’ personal interests. You can find Trending Storylines on your mobile homescreen under the Trending tab.

December 28, 2016

Make sure your eblast recipients get the message!

Don’t hide your message within a graphic!

How many blank white eblasts did you receive this holiday season?

In addition to holiday greeting eblasts, we receive blank white-page eblasts throughout the year from many businesses, including Fortune 100s.

When the image display is not turned on by the email recipient (many email clients’ default settings are to block images and many users have their own preferences set to block unknown images in their emails), one of two effects happen:

1. Only the words are seen. (This occurs when the words are in text form outside of an image.)


2. A blank white page is displayed. (This occurs when the wording is placed within an image as a part of that image.)

The blank white space can be prevented. When you are designing an eblast body, make sure your copy is not embedded within an image, just in case the image is blocked on the receiver’s end. Also, choose words which will entice the viewer to turn on the “display images,” to show your complete message.

November 28, 2016

Edge can help reach out to your customers for the holidays!


Email Marketing is one communication channel to use to keep connected with your prospects and customers. Five to seven communication channels are needed to keep your business top-of-mind by your customers. To gain performance results, emails should be customized to represent your business, graphically designed for digital space, and followed by actions taken from resulting reports.

CUSTOMIZED – Your business should be reflected in the visual of the email. It should not look like your competitors’ emails. This is an opportunity to further brand your business – – placing a visual in the minds of the consumers.

GRAPHIC DESIGN – Working in the digital space comes with different specifications. For example, words used in the email have to be designed outside of the graphic or a blank white email will be viewed when consumers do not have their email display function chosen.

REPORTS – After an email has been delivered, reports are generated tallying numbers of emails sent, listing opens by email address, email addresses never receiving the email (due to wrong email addresses or firewalls), email addresses clicking to your website or social media sites, and email addresses requesting to be unsubscribed. Additionally, you can see how many viewed your email on a smart phone, tablet or computer, for future communication planning. From these reports, you can prioritize whom to contact next and secure updated email addresses before you loose contacts. Unsubscribes may point to an issue of which you are unaware and which may be able to be resolved through follow-up.

Emailed holiday greetings are cost effective, avoiding printing and postage costs. They serve as a visual reminder of your business. Also, the follow-up reports can help you prioritize and clean-up your email addresses for 2017.

May 24, 2016

Website Launch – Law Office of Mark M. Campanella


Mark came to us recently with a website presenting the opportunity to be updated both technically as well as aesthetically.

The site was not mobile-friendly, which was affecting his local search results and the visit experience of users. Mark wanted his site to be easily found online and simple for users to navigate once they arrived.

Mark was also seeking an update to the visual aspects of his site, the website design. Projecting his years of experience was important to Mark, as well. In addition to the site design, our designers helped update Mark’s logo and branding statement to reflect his professional stature today.




Our team worked with Mark to create a clean looking and polished responsively designed website, ready to be optimally viewed on any screen size. His newly redesigned site, with new logo and branding, works well across different devices, is mobile-friendly, simple to use, provides a productive tool for its visitors, and encourages repeat visits.


Check out Mark’s new website at: and consider contacting his office for your legal needs.

February 29, 2016

New Facebook Reactions Connect with Your Business

Edge_2016_Feb_ReactionsBlog_BlogImageAfter nearly a year of brainstorming, developing and testing, Facebook finally rolled out their new “like” system this past Wednesday (February 24th). This new development was prompted by multiple requests from Facebook users for a “dislike” button to accompany the “like” button. However, Facebook’s new system goes a little more in depth than simply “like” and “dislike” options.

Now, when you see a post that you like, Facebook allows you to choose from six different reactions to express yourself. They are “like” (thumbs up), “love” (heart), “haha” (laughing face), “wow” (surprised face), “sad” (crying face), and “angry” (angry face). Facebook reactions work differently depending on what device you are using to access Facebook. On Mobile devices you have to click on the “like” button and hold to get the reactions, if you are using your mobile web browser. If you are accessing Facebook through the Facebook App, you will need to update in order to access the new reactions. If you are accessing Facebook on the desktop you just hover over the like to get the options. As of right now, the reactions are only available on the original post; they cannot be used to respond to a comment on that post.

While Facebook wanted to appease their users, they wanted to avoid simply creating a “dislike” button. CEO Mark Zuckerberg dismissed the idea for fear that it would increase cyberbullying on Facebook, something that they, among all other social media sites, try to avoid.

By studying trends in user comments, the Facebook team was able to develop these six reactions. They felt that this would appease user’s desire to be able to express themselves quickly and easily, and wouldn’t encourage cyberbullying like they felt a “dislike” button would. They were also careful to test the universality of the reactions, as the social network is available in almost every country.

But what does this mean for your business? Facebook Reactions will give businesses a new way to see how people are responding to their posted content. Page owners will be able to see exactly how followers reacted to each post using Page Insights. You can view the different reactions on specific posts in the “Posts” section of Page Insights. This will allow you to better analyze the effectiveness of your posted content, and be better able to determine what to post in the future.

Ad delivery, on the other hand, will not be affected by Facebook Reactions at this time. There will be no distinguishing between a “love” and an “angry” reaction. However, Facebook plans to take some time to learn from the roll-out of their new reactions, so it is possible that they will play a larger role in ad delivery in the future. For now, enjoy this new way to interact with your audience. Happy posting!

February 1, 2016

What is Google Doing to Us Now?

Google-my-businessOnline changes are many, challenging everyone to keep up, both personally and professionally (sigh). On the business side, the current Google change in process is moving businesses away from Google+, into Google My Business. Let’s review the take away, what Google My Business will bring to our business world, and actions we need to take.

Google+ is now strictly for personal use. For businesses, Google is ushering in the change, over time, to Google My Business, with completion expected in the next couple of months. On Google+, business information on Business Pages and supporting tabs are being removed. Additionally, Google+ is not showing up in searches.

Google My Business, like Google+, is free to businesses (until that changes~). Its goal is to connect businesses to customers (we like that). Google plans to accomplish that goal by encouraging businesses to provide current and accurate information online. From Google’s vast data, they know what consumers desire most and they know where to find these consumers. So, in a business directory like format, Google will deliver your business information to customers upon their demand, immediately (speed is good in our fast paced world)! The information will include name, address, business type, phone number, website, hours, reviews, and six categories of photos. This information will show up in search results, maps, Google Reviews, Google Insights, and YouTube. All the information will be clickable – – click-to-call on smart phones, click to visit websites, and access to reviews.

Take control of your business presentation by making sure YOU, not Google, is choosing what information is being shown. There is a process to follow which includes claiming and verifying your business profile, collected on one dashboard for business owners. Managers of the dashboard can be assigned, so owners can delegate the work.

Google is ushering businesses into Google My Business (there we will be; how will your business look?). This is one more online space Google has involved businesses with over time – – Google Places, Google+, Google Plus Local and now, Google My Business. Act now to ensure Google uses accurate and updated information about your business. Cleaning up your business information online can be intensive, but these actions directly effect how easily and consistently your business will be found online. Being FOUND online is the most important aspect of Search Engine Optimization (SEO) and Google has created a simpler method to accomplish this goal.

January 20, 2016

Facebook at Work – Coming Soon to Your Workplace?

Facebook is developing a new social media platform specifically for professionals called Facebook at Work. Similar to LinkedIn, it creates a professional work environment on Facebook that allows coworkers to interact in a professional venue.

A Facebook at Work account is created for you by your employer. While you cannot directly edit your basic account information, you can personalize your profile picture, cover photo and other details in the About section. If there is any incorrect information in your Facebook at Work Profile, you would need to contact your company’s HR department to have it corrected.

Content that is posted on your Facebook at Work profile can only be seen by your coworkers. Many of the features that you are used to on your personal Facebook account are also available through Facebook at Work. For example, you can still create groups, events, and receive notifications when interacting with your coworkers.

In order to use Facebook at Work, your company must first be using Facebook at Work. To set this up, click on the link below and fill out the form. Once your company is set up, you and your coworkers can get connected through your Facebook at Work account.

There are many pros and cons to Facebook at Work.


  • Communication between coworkers can be streamlined into one platform. Things like file sharing, messaging and more can all be done through Facebook in a professional setting.
  • Facebook is known for a good design and user-friendly interface. Facebook at Work is likely to maintain these qualities, which will help make it easy to use.
  • There is no cost for this service, at least at the moment.
  • Communicating with coworkers through Facebook will be fun as well as productive with Facebook at Work.


  • With everything done in one place, it is imperative that Facebook at Work is functioning properly at all times. If the site crashes, a lot of work could be lost.
  • Facebook has been known in the past for tracking users, collecting data, and selling that information without your knowledge or permission. Will Facebook at Work do the same?
  • There is the possibility, with multiple accounts, that you may accidentally post something personal on your work account, and vice versa.
  • While it may be free, there are likely to be ads.
  • While it is a great communication tool, Facebook at Work could also prove to be distracting.
January 5, 2016

Whose Culture?


Culture is an integral part of any marketing campaign. This idea has long been accepted by small and large businesses alike. Understanding the culture of a target audience can help businesses successfully connect with those audiences, as they pursue the greatest possible return on their marketing investment. However, the audience’s culture isn’t the only important culture to which your business needs to pay attention.

It is becoming clear that consumers care deeply about a business’s culture. In some cases, they care more about the culture of a business or a brand than they do about the actual product or service. They want to feel that the business or brand they are supporting shares the same values and principles that they do. These days, what really turns heads is to have a marketing strategy which promotes brand and company values that align with those of the consumer – as practiced in social media.

In the past, communication between a brand and their consumers was more of a one-way street, with a brand communicating their messages, and the consumers receiving those messages. However, social media has created an opportunity where the consumer and the brand interact. Consumers are closer to brands than ever before, and want to make sure that the brands they are connecting with will help to promote their own personal identity. This is because most consumers have practiced displaying a great deal of information about themselves on social media, including the brands they support and the businesses with which they engage. Every post is a reflection of who they are, which means consumers want the brands they support to be a reflection of their own core beliefs.

Therefore, it is not only important for your business to understand the culture of your target audience, but to also reflect on your own culture, and portray that culture openly on social media platforms. This transparency will encourage your audience to connect with and support your business.