3 Types of Headings

3 Types of Headings 3 Types of Headings 3 Types of Headings By Mark Nichol Headings are second-generation headlines, words or phrases that introduce sections of a piece of content and thus help a writer organize the content into smaller components. This post describes three categories of headings and their functions. 1. Question Headings A question heading, as you might have guessed, is a heading in the interrogative case. A question heading like â€Å"How Do Widgets Make Your Job Easier?† directs a reader’s attention because it implies that the text that follows the heading will answer that question. Question headings are useful in content that serves as an informational resource, such as an instructional procedure, a troubleshooting guide, or a website’s FAQ (frequently asked questions) page. But they can also serve to organize more qualitative information intended to expand readers’ knowledge, such as headings that ask the difference between various political systems, religions, or philosophies. 2. Statement Headings Statement headings are those that include a noun and a verb, forming a complete thought. Newspaper headlines are the model for this form: â€Å"Widgets Make Your Job Easier† is an example of a statement heading. Statement headings are ideal for straightforward content when question headings aren’t appropriate or desired. They express a fact or an opinion, and they signal that the content following them will provide details that support that fact or argue that opinion. 3. Topic Heading A topic heading consists of a single word or a short (or not-so-short) phrase that serves as a label identifying the topic of the content that follows: Sample topic headings include â€Å"Widgets,† â€Å"Benefits of Widgets,† and â€Å"How to Use Widgets to Make Your Job Easier.† Topic headings can introduce functional content, but they’re the type of heading best suited for leisure reading content intended to entertain rather than inform. Topic headings can be the most challenging to write because they don’t necessarily provide much information. The first two examples, above, for instance, aren’t very specific; only the third one matches the sample question and statement headings for utility. Topic headings do invite more creativity, including wordplay and alliteration, but â€Å"Workout Widgets† and â€Å"Widgets and Gadgets,† for example, might require more context, like an image, or a transitional sentence at the end of the previous section, to be of much use. Also, note that the more conceptual a topic heading is, the less likely it is to support an online search, because it probably includes fewer keywords than an equivalent heading formatted according to one of the other heading styles. Want to improve your English in five minutes a day? Get a subscription and start receiving our writing tips and exercises daily! Keep learning! Browse the Style category, check our popular posts, or choose a related post below:50 Incorrect Pronunciations That You Should AvoidPrecedent vs. PrecedenceWhat the Heck are "Peeps"?

Make an Easy and Fun Glow in the Dark Lava Lamp

Make an Easy and Fun Glow in the Dark Lava Lamp Use common household ingredients to make a safe lava lamp that glows in the dark. This is a variation on the popular oil and water lava lamp, except instead of coloring water with food coloring, you use a water-based liquid that glows. Glowing Lava Lamp Materials clear plastic bottle (a 20-ounce or 2-liter bottle works great)vegetable oilglowing water (or another glowing liquid)Alka-Seltzer tabletsblack light (may be optional, but even glowing liquids are brighter with one) Whether the lava glows on its own or glows under a black light depends on the materials you choose. If you use glowing paint, expose the lava lamp to bright light, turn out the lights,  and it will truly glow in the dark. However, the easiest and brightest liquid to use is glowing highlighter ink. If you arent sure how to get the ink out of the highlighter, I have instructions. This ink (and your lava lamp) will glow when exposed to black or ultraviolet light. What To Do Fill the bottle most of the way full with vegetable oil.Add a big spoonful of glowing water (or your glowing liquid of choice).Turn on the black light and dim the lights in the room.When you are ready for the lava to flow, break a seltzer tablet into pieces and  add the pieces to the bottle.Cap the bottle and enjoy the magic.You can recharge the lava lamp by adding more seltzer tablet chunks. The Science Behind How It Works The globules form because oil and water (or a water-based liquid) are immiscible. The oil has a nonpolar nature, while water is a polar molecule. No matter how much you shake the bottle, the two components will always separate. The movement of the lava is caused by the reaction between the seltzer tablets and water. Carbon dioxide gas forms bubbles, which rise to the top of the liquid and cause it to circulate. The glow of the lava comes from either phosphorescence or fluorescence, depending on the chemical you used. Fluorescence occurs when a material absorbs energy and almost immediately releases light. A black light is used to make fluorescent materials to keep glowing.  Phosphorescence is a slower process in which energy is absorbed and released as light, so once a phosphorescent material is charged with light, it may continue to glow for several seconds, minutes, or even hours, depending on the specific chemicals.

Non microsoft desktop operating system Research Paper

Non microsoft desktop operating system - Research Paper Example The variety includes Sun solaris, AIX, HP-UX with each one of them making UNIX a success story. This article describes each of the operating system based on their emergence and the subsequent enhancements to make them significant to the users. Introduction The use of UNIX among the computer owners has remarkably increased over the last 25 years. Its popularity arose due to its contribution in the launching of the internet and worldwide web. Most of the people shifted from the Microsoft operating system during this phase when UNIX system associated with launching of the internet and World Wide Web. This triggers the need to establish the use of the different UNIX operating system even though they are not product of the popular Microsoft. There is a stiff competition existing in the market due to the variety of operating software existing in the market for the users. The UNIX system being a non-Microsoft desktop operating systems have integrated various categories of its product in ord er to increase its use among the consumers. Each of the commands available for the UNIX system can be found along with the three major types: Sun solaris, AIX and HP-UX. These three types of the operating system represent the various modifications that have been made over the years. TYPES OF UNIX OS Hewlett-Packard HP-UX The emergence of Hewlett-Packard Unix in the market largely relied on the System V release 3. A platform of PA-RISC HP 9000 supported the full running of the product before the introduction of the Version 1. The year 2001 marked a milestone for the system following the introduction of the reinforcement of Itanium systems. Further, the HP-UX acted as the first system to allow the users to incorporate the Access Control List (ACLs). The Access Control List (ACLs) is useful in managing file permissions. The incorporation of reinforcement for the Logical Volume Manager in the system also made the HP-UX be a success story. It represents the first product from the Unix Sy stems, which availed choice for the customers to purchase a certain type of operating environment. This is different to the other systems, which offered the customers with general operating environments. The HP-UX also allows the users to access to the file system used by a third party, in form of Veritas, unlike other systems. The system also avails the users with many choices based on virtualization, for instance, Vpars, resource partitions, and nPartitions (Ritchie, 2003). The users can also run the system on HP 9000s thereby illustrating the ease of use. Further, the HP-UX can also run on Integrity Itanium systems. The system is also able to run on 128-processor cores without any failure. The properties of HP-UX, from its ability to use Veritas to variety of virtualization, make the product popular among the users who would like to associate with a strong command line. Most of the OS users also prefer HP-UX because of the inclusion of a menu base system, which allows for efficie ncy during use. Sun Solaris This is an operating system meant for the non-Microsoft desktops introduced as the result of modification to the SunOS. The modification of the SunOS to the Sun Solaris arose due to the need of doing away with the BSD flavor. The BSD flavor was the major component of Unix before the year 1992 followed by the SunOS versions 5.0. The Sun Solaris came into being after the rebranding of the Unix System V.

Employee Appraisals Assignment Example | Topics and Well Written Essays - 1000 words

Employee Appraisals - Assignment Example Concerning communication, informal discussions may take place on a daily basis. This method is very crucial in providing immediate feedback and help steer changes more easily and at times more conveniently. Formal appraisals are more detailed and properly laid down. They are known to provide the management and the employees the opportunities they need to review prior performance, discuss, or communicate expectations of each party, and make plans for the future development of the company. If the employees have their weaknesses pointed out, there is no doubt they will want to improve. As mentioned above, performance appraisals are helpful in communicating the expectations of a job. If the employees are continually informed on what is required of them, they will not be acting blindly but will be having the goals of the company on mind. The understanding on the roles they are supposed to play in the business that makes it possible to increase their performance. In other words, the system helps the employee prioritize on their duties. Most employees may feel detached from their jobs if the relationship between them and their supervisors is a master-servant one. The performance appraisals work effectively in opening the lines of communication between the two parties thus making the employees feel like they are business partners. The strategic advantage created in this case is one that sees a system foster its employees’ performance and in turn boost the prospects of success for the business.

Shakespeares Presentation Of Kingship Essay Example for Free

Shakespeares Presentation Of Kingship Essay In Henry The IV Part 1 The Transformation Of Prince Hal Is Central To Shakespeares Presentation Of Kingship. Looking At Two Different Scenes In The Play, Explore The Ways In Which Shakespeare Analyses Issues Related To Kingship And How Each Would Appear To Its Elizabethan Audience William Shakespeare was born in 1564 in the town of Stratford upon Avon. He died in 1616 but is still today one of the most renowned playwrights of all time. He has written 37 different plays in many different styles, for example comedy, history, tragedy, roman and others. Further more he is responsible for revolutionising English drama and hence culture through both his poetry and drama. He wrote plays that would have appealed to the Elizabethan people this is why his plays are written in the rich language that was used at the time. His main audience would have been common people who could not read or write so for entertainment they used imagery. Elizabethan people would have either gone to the theatre, gone bearbaiting or cockfighting; this was their idea of entertainment. Henry the IV Part 1 is based on a true story set in 1399 and is centred around the idea of kingship. This is due to the fact that the Elizabethan public of the time were very interested in the lives of the nobles and the idea of kingship. Even though it is set in the past the play is clearly designed for the Elizabethan public as it represents the end of the old politics and the start of the new capitalism over feudalism. The key characters in the play are: King Henry Bolingbroke (Henry the IV) Prince Hal Bolingbroke (Son of the king heir to the throne) Harry Hotspur (Son of the earl of Northumberland) Sir John Falstaff (Prince Hals companion) The play is set in two worlds. The so-called honourable life of the court, and the dark world of the tavern. Each with their prospective rulers for; the court the ruler is King Henry, and for the tavern the ruler is Sir John Falstaff. In between these realms sitting in the middle is the Prince, Hal caught up between the desire to please his father and his own whims. He cannot go too far down the easy road of dishonour nor can he be too much like his father for then he will be the right kind of king. There are two scenes, which I feel show the transformation that overcomes Hal and in which Shakespeare depicts to his audience the beginning of the end for Falstaffs realm. These are. Act II scene 4 and then Act III scene 2 The first scene that I believe is appropriate to analyse that shows the beginning of the transformation within Prince Hal is Act II Scene 4. This would have been one of the most humorous of all the scenes to the audience of the time as it holds many punch lines and represents a mockery of the crown. The scene starts with an example of Falstaffs deceptive nature, when he claims that he and his group of robbers were attacked by an ever-growing group of thieves who drove them off and won the stolen chest. What Falstaff doesnt realise is that the group of thieves that drove Falstaffs group away were none other then Prince Hal and his friend Poins. When they reveal this fact to Falstaff and tell him that they know he is lying and that he fled like a coward, Falstaff thinks fast and makes up another excuse claiming that he knew that it was Hal and he ran so he didnt need to hurt the Prince. This part of the scene is filled with banter and so would have been very appealing to the audience. The most influential part of this scene is were Prince Hal and Falstaff act out what they feel the king will say in his interview with Hal in the morning. Firstly Falstaff plays the king and Hal himself. Falstaff as king demands Hal to exile all of his friends who lead him astray except Falstaff who he claims is most noble of carriage. When Hal hears this he deposes Falstaff and makes himself the king. This is a highly ironic moment as the way in which King Henry Hals father came to power is by deposition. This time Hal acts more serious though it is clear banter is involved when he says there is a devil haunts thee in the likeness of an old fat man. This is the first time through out the play in which Hal reasons with himself and opens up and says it is Falstaffs fault that he is the way he is. Hal finishes his criticism of Falstaff with the naming of the man so far in the kings favour Falstaff that old white bearded Satan. Then Falstaff pleads on his account to Hal claiming that he is valiant and sweet. He then begs Hal not to banish Falstaff from the company of Hal. Falstaff (as Prince Hal). Falstaff banish not him form thy Harrys company. Banish plump jack, and banish the world Hal replies with the famous line. Prince Hal (as the king) I do, I will This concludes the play interview. The reason I feel that this shows the beginning of the transformation that turns Hal from the mad cap Prince into the heir to the throne is because I feel that at the point where he plays king he realises that eventually he will become king and that he will have the responsibility to banish people from his presence if they do not give him the correct direction. The insult of calling Falstaff the white bearded Satan indicates that he is the lord of the under world and the king of deception and lies. The most important line in this scene is (Hal) I do, I will as it shows the impending rejection of Falstaff, because for Hal to become king he must reject sin and corruption. These are the things, that Falstaff stands for. One way in which Shakespeare gets his message across to the audience is by using iambic pentameter. This is when he writes in lines of 10 syllables 5 are stressed and 5 are unstressed. Shakespeare uses the iambic pentameter to show when nobles are speaking. For a working class character then he uses ordinary prose. The way we notice this is that Hal is the only noble that doesnt speak in iambic pentameter this represents that Hal is not yet immerged in his proper role at the court , he is more in touch with the dishonest world of the tavern. The next scene that I feel is influential is Act II scene 4. This is the scene wherein the actual confrontation between the king and his rebellious son where they tell each other how they feel. The scene starts with the king ordering all lords to leave the room so that he and Prince Hal can talk in private. The king starts by demanding of God weather he is being punished for his taking of the crown and killing of the rightful king and if Hal is his punishment. Hal then says that most of the wrong things he has been accused of are just mutterings from newsmongers. King Henry rebukes this and demands Hal to be loyal to him , in addition he compares him to Richard II the skipping king who ambled up and down with shallow jesters . Hal says that he will be more like himself but Henry is still incensed and then says And even as I was then Percy is now. Now by my sceptre, and my soul to boot, he hath more worthy interest to the state than thou the shadow of succession. Hal tells his father that he will kill Hotspur and so take all of his glories. King Henry then gives Hal some money to raise an army and lead it. The main thing that is clear throughout this scene is the disappointment of King Henry and the fear that Hotspur will depose him. During the interview Hal starts to talk in iambic pentameter and this could show his initiation into the noble world leaving behind his old common world. Throughout the interview it is plain that King Henry sees himself in Hotspur and fears it because he believes if Hal were King then a rebellion would be appropriate. In addition he sees Hal as a Richard figure as he acts like a fool, by mingling his royalty with capering fools. More over he also sees Hals companion Falstaff as a threat not only because he is a bad role model but also when Hal becomes king he might give Falstaff some authority and he might abuse it or even worse might usurp Hal. This scene would have been very interesting to the Elizabethan audience, as they would not have seen a king in such a way in which they are not happy. It is unlikely that they would have realised that the monarch that they see is not the same behind the closed doors of a room, it would have intrigued them to see a family incident. In conclusion I feel that the scenes that I analysed were influential in the final result of Hal as he ended up King Henry V, who was one of the most renowned king of all time. This play shows the two worlds, which make a great king, I feel that if Hal had not experienced the world of the tavern then he would not have turned out as he did. For to be a great king Hal could not follow any of the role models presented to him. He couldnt follow down the path of Falstaff, as it was dishonest. He could not either follow his father the king as he both usurped and caused a rebellion. And he could not follow in the footsteps of Hotspur, as he was to blood thirsty and brash. So the mix between the world of the tavern and the court was just appropriate for the young Prince. And indeed he brought a balanced perspective to his role.

Necessary Evil for Men vs. Sexual Exploitation of Women :: social issues

Necessary Evil for Men vs. Sexual Exploitation of Women Abuse – transitive verb 1: to put to a wrong or improper use; 2: obsolete (deceive); 3: to use so as to injure or damage (maltreat); 4: to attack in words (revile). noun 1: a corrupt practice or custom; 2: improper or excessive use or treatment (misuse); a deceitful act (deception); 4: language that condemns or vilifies usually unjustly, intemperately, and angrily; 5: physical maltreatment. Abuse, in any and all of its forms, is something many Korean women and girls deal with every day. In 2002, a survey done by the Korean Institute of Criminology, the number of sex purchases in Korea equaled to 4.4 of the countries GDP (Gross Domestic Product), almost the same as agriculture, forestry, and fishing industries combined. The survey also showed that there were at least 33,000 women working in prostitution. 8% of women working in Korea in their twenties and thirties were prostitutes. Also, a survey done by the Korea Women’s Hot Line showed that 42.6% of Korean men have purchased sexual service when having a drink. 12.9% of men said that they have bought sex when on business. 41.3% of all Koreans did not know that prostitution was illegal in Korea. Despite these outrageous numbers, prostitution has been illegal in Korea since 1961. A common place that prostitution takes place in is Miari Texas Village (Also known as Miari Texas, Texas Village, Texas Miari, or just plain Miari.) an area in north-eastern Seoul, with over 250 prostitution houses. In these houses, liquor and food are served in the front and in the back, sex services take place in the back rooms. On average, a woman will see five to ten men a night. The women usually get paid 1.5 million won ($1, 340.00) monthly, along with 1,500 won ($14.00) for each client they see. One very disturbing thing about Miari Texas is that 30% of about 1,000 prostitutes are under the age of eighteen. Even though prostitution is illegal, it is tolerated, if the women are over eighteen. Many of the young prostitutes in Miari Texas are runaways who feel they have nothing more to lose. The first prostitution house (brothel) was established in the 1920’s when Korean women were taken as sex slaves by the Japanese military during the Japanese occupation of Korea (1910 – 1945). After the Korean war ended in 1953, the large American military presence led to the building of â€Å"camp town prostitution† for the U.

Contractual and Non Contractual Liability Essay

I. Contract   A contract is an agreement having a lawful object entered into voluntarily by two or more parties, each of whom intends to create one or more legal obligations between them. The elements of a contract are â€Å"offer† and â€Å"acceptance† by â€Å"competent persons† having legal capacity who exchange â€Å"consideration† to create â€Å"mutuality of obligation. † Contracts may be bilateral or unilateral. A bilateral contract is an agreement in which each of the parties to the contract makes a promise or set of promises to each other. For example, in a contract for the sale of a home, the buyer promises to pay the seller $200,000 in exchange for the seller’s promise to deliver title to the property. These common contracts take place in the daily flow of commerce transactions, and in cases with sophisticated or expensive promises may involve extensive negotiation and various condition precedent requirements, which are requirements that must be met for the contract to be fulfilled. Less common are unilateral contracts in which one party makes a promise, but the other side does not promise anything. In these cases, those accepting the offer are not required to communicate their acceptance to the offeror. In a reward contract, for example, a person who has lost a dog could promise a reward if the dog is found, through publication or orally. The payment could be additionally conditioned on the dog being returned alive. Those who learn of the reward are not required to search for the dog, but if someone finds the dog and delivers it, the promisor is required to pay. Elements At common law, the elements of a contract are offer, acceptance, intention to create legal relations, and consideration. Offer and acceptance In order for a contract to be formed, the parties must reach mutual assent. This is typically reached through offer and an acceptance which does not vary the offer’s terms, which is known as the â€Å"mirror image rule†. If a purported acceptance does vary the terms of an offer, it is not an acceptance but a counteroffer and, therefore, simultaneously a rejection of the original offer. Intention to be legally bound In commercial agreements it is presumed that parties intend to be legally bound unless the parties expressly state the opposite as in a heads of agreement document. For example, an agreement between two business parties was not enforced because it contained an ‘honor clause’ which stated the parties wish that the agreement not be reviewed or enforced by a court. In contrast, domestic and social agreements such as those between children and parents are typically unenforceable on the basis of public policy. For example, a husband agreed to give his wife $100 a month while he was away from home, but the court refused to enforce the agreement when the husband stopped paying. Consideration is something of value given by a promissor to a promisee in exchange for something of value given by a promisee to a promissor. Typically, the thing of value is a payment, although it may be an act, or forbearance to act, when one is privileged to do so, such as an adult refraining from smoking. This thing of value or forbearance from some legal right is considered to be a legal detriment. In the exchange of legal detriments, a bargain is created. II. Contractual Liability Contractual liability, is exactly as it sounds. A contract is a legal binding agreement between two or more persons.  When you sign, or agree to the terms of a contract, then you have accepted the contractual liabilities set forth in the document. Liabilities are things that you can be held accountable for, and may have to repay or replace, in the event that they occur. For example, a renter’s agreement may state that, â€Å"†If upon moving out of the premises stated in the contract, any part of the premises is destroyed, you may be accountable for and have to pay to repair, or replace the damage†Ã¢â‚¬ . Contractual liability (or liability because of a contract) has a very broad meaning—a promise that may be enforced by a court. Consider the following simple example. I agree to paint your house for $1,000 and collect $500 prior to the job. After I accept the $500, I obtain a more lucrative offer and never show up to paint your house. You can go to court and claim the $500 you paid me, as I have breached the contract. Your claim is a contractual liability claim. Contractual liability can take many forms, but is basically holds you accountable for damages that are stated in the contract. Another example can be a publishing contract. If you are found guilty of plagiarism, the publisher is not accountable for the act. It is your contractual liability, to release the publisher from fault, and take it yourself. In a nutshell, contractual liability, is anything that you agree to in the terms set forth in a contract. Before entering in to any contract, if you do not understand the terms, consult with an attorney. III. Non-contractual liability The term non-contractual liability can be defined as tort liability. Tort liability is legal obligation of one party to a victim as a results of a civil wrong or injury. This action requires some form of remedy from a court system. A tort liability arises because of a combination of directly violating a person’s rights and the transgression of a public obligation causing damage or a private wrongdoing. Evidence must be evaluated in a court hearing to identify who the tortfeasor/liable party is in the case. Some torts are also crimes punishable with imprisonment, the primary aim of tort law is to provide relief for the damages incurred and deter others from committing the same harms. The injured person may sue for an injunction to prevent the continuation of the tortious conduct or for monetary damages. For example, a factory was built in A village. Then this factory releases so much smoke and waste which can harm to human health and environment. Therefore, this factory has to take responsible for her releasing. Among the types of damages the injured party may recover are: loss of earnings capacity, pain and suffering, and reasonable medical expenses. They include both present and future expected losses. Torts fall into three general categories: intentional torts (e. g. , intentionally hitting a person); negligent torts (e. g. causing an accident by failing to obey traffic rules); and strict liability torts (e. g. , liability for making and selling defective products). Intentional torts are any intentional acts that are reasonably foreseeable to cause harm to an individual, and that do so. Negligence is a tort which depends on the existence of a breaking of the duty of care owed by one person to another from the perspective of a reasonable person, it is just carelessness not intenti on. Strict liability wrongs do not depend on the degree of carefulness by the defendant, but are established when a particular action causes damage.

Racial bias in the criminal justice system Essay

Numerous study have found widespread racial bias in US criminal justice system. A new report issued by a coalition of civil rights organizations calls the â€Å"massively and pervasively biased† treatment on blacks and Hispanics by the US police and courts the major civil rights problem of the twenty-first century entitled â€Å"Justice on Trial : Racial Disparities in the American Criminal Justice System.† The study finds that minorities in the US face discriminatory treatment at every stage of the judicial process, from arrest to incarceration. The 95 page report was issued by the Leadership Conference on Civil Rights based in Washington DC. It’s findings show that blacks, Hispanics and other minorities face unfair targeting by police and other law enforcement officials, racially biased charging and plea bargaining decisions by prosecutors and discriminatory  sentencing by judges.In a report released from Washington DC- Amnesty International criticized Us Federal and state justice systems as riddled with racial discrimination. The report, Racism and the Administration of Justice, cites  as evidence the disproportionate rate of minorities incarcerated, sentenced to death, and executed in the US. In its report, Amnesty International cited cases of racial profiling, unlawful use of force, unlawful shootings, and  deaths in custody affecting minorities from at least 10 states in the US. African Americans and other minorities suffer disproportionate rates of incarceration, accounting for 60 percent of the 1.7 million people currently in jail or prison in the US. African American men are imprisoned at more than eight times the rate of white men, and one third of all young African American men are in jail or prison, on parole, or on probation. African American women are imprisoned at eight times, and Hispanic women at four times, the rate of white women.The overwhelming majority of victims of police brutality, unlawful shootings and deaths in custody are members of racial minorities. A study of 2,000 murder cases in Georgia found that the odds of a death sentence in cases in which blacks murdered whites were s much as 11 times higher than when whites murdered blacks. A study found that in Philadelphia a black defendant is four times more likely to receive a  death sentence than a white defendant. Racism that perverts the course of justice is a daily fact of life for many in the US, yet this plague of bias is over looked, ignored or openly tolerated by police chiefs , prison wardens, judges and our political leaders.Today a full two-thirds of America’s two million prisoners are people of color. One million are African American and 400,000 are Hispanic/  Latino. People of color represent one third of those arrested for drug crimes, but two-thirds of those sent to prison. Whites and racial minorities live in  completely different worlds when it comes to the American criminal justice system.. Since as far back as the 1920’s minorities have been ov er-represented in federal and state prisons. Minorities were then 25% of all prisoners while only about ten percent of the total population.The Kerner Commission warned in its report: â€Å"Our nation is moving towards two societies, one black, one white-separate and unequal.Coramae Richey Mann, Unequal Justice, suggests that white Americans view the classic rapist as a â€Å"black man,† the typical opium user as a â€Å"yellow man,† the archetypal knife wielder as a â€Å"brown man,† the â€Å"red man† as a drunken Indian, and each of these people of color as collectively constituting the â€Å"crime problem†. The race or ethnicity of the stereotyped perpetrator varies between African American, Hispanic, or Native American depending on the nature of the crime or the section of the country.These prejudicial images provide a social-psychological under girding upon which many of the discriminatory aspects of the criminal justice system are  constructed.Racial Discrimination is defined as including any distinction or impairing the exercise of a person’s human rights. The discriminatory treatment of people of color in the criminal justice system fits squarely under  this standard.

Admiral Lord Thomas Cochrane in the Napoleonic Wars

Admiral Lord Thomas Cochrane in the Napoleonic Wars Thomas Cochrane - Early Life: Thomas Cochrane was born December 14, 1775, at Annsfield, Scotland. The son of Archibald Cochrane, 9th Earl of Dundonald and Anna Gilchrist, he spent the majority of his early years at the familys estate in Culross. Under the practice of the day his uncle, Alexander Cochrane, an officer in the Royal Navy, had his name entered on the books of naval vessels at age five. Though technically illegal, this practice reduced the amount of time Cochrane would need to serve before becoming an officer if he elected to pursue a naval career. As another option, his father also secured him a commission in the British Army. Going to Sea: In 1793, with the beginning of the French Revolutionary Wars, Cochrane joined the Royal Navy. Initially assigned to his uncles ship HMS Hind (28 guns), he soon following the elder Cochrane to HMS Thetis (38). Learning his trade on the North American station, he was appointed an acting lieutenant in 1795, before passing his lieutenants exams the following year. Following several assignments in America, he was made eighth lieutenant on Lord Keiths flagship HMS Barfleur (90) in 1798. Serving in the Mediterranean, he clashed with the ships first lieutenant, Philip Beaver. HMS Speedy: Angered by the young officer, Beaver ordered him court-martialed for disrespect. Though found innocent, Cochrane was reprimanded for flippancy. The incident with Beaver marked the first of several problems with superiors and peers that marred Cochranes career. Promoted to commander, Cochrane was given command of the brig HMS Speedy (14) on March 28, 1800. Putting to sea, Cochrane was tasked with preying upon French and Spanish shipping. Ruthlessly effective, he captured prize after prize and proved a brazen and daring commander. Also an innovator, he once eluded a pursuing enemy frigate by building a raft mounted with a lantern. Ordering Speedy blacked out that night, he set the raft adrift and watched as the frigate chased the lantern through the darkness while Speedy escaped. The high point of his command of Speedy came on May 6, 1801, when he captured the Spanish xebec frigate El Gamo (32). Closing under the guise of the American flag, he maneuvered at close range pummeling the Spanish ship. Unable to depress their guns low enough to strike Speedy, the Spanish were forced to board. In the resulting action, Cochranes outnumbered crew was able to carry the enemy ship. Cochranes run came to an end two months later when Speedy was captured by three French ships of the line led by Admiral Charles-Alexandre Linois on July 3. During his command of Speedy, Cochrane captured or destroyed 53 enemy vessels and frequently raided the coast. Exchanged a short time later, Cochrane was promoted to post-captain in August. With the Peace of Amiens in 1802, Cochrane briefly attended the University of Edinburgh. With the resumption of hostilities in 1803, he was given command of HMS Arab (22). The Sea Wolf: A ship with poor handling, Arab afforded Cochrane few opportunities and his assignment to the vessel and subsequent posting to the Orkney Islands were effectively punishment for crossing the First Lord of the Admiralty, Earl St. Vincent. In 1804, St. Vincent was replaced by Viscount Melville and Cochranes fortunes improved. Given command of the new frigate HMS Pallas (32) in 1804, he cruised the Azores and French coast capturing and destroying several Spanish and French vessels. Transferred to HMS Imperieuse (38) in August 1806, he returned to the Mediterranean. Terrorizing the French coast, he earned the nickname Sea Wolf from the enemy. Becoming a master of coastal warfare, Cochrane frequently led cutting out missions to seize enemy ships and captured French coastal installations. In 1808, his men occupied the fortress of Mongat in Spain which delayed the advance of General Guillaume Duhesmes army for a month. In April 1809, Cochrane was tasked with leading a fire ship attack as part of the Battle of the Basque Roads. While his initial attack greatly disrupted the French fleet, his commander, Lord Gambier, failed to effectively follow up to completely destroy the enemy. Cochranes Fall: Elected to Parliament from Honiton in 1806, Cochrane sided with the Radicals and frequently criticized the prosecution of the war and campaigned against corruption in the Royal Navy. These efforts further lengthened his list of enemies. Publically criticizing Gambier in the wake of Basque Roads, he alienated many senior members of the Admiralty and did not receive another command. Though loved by the public, he became isolated in Parliament as he angered his peers with his outspoken views. Marrying Katherine Barnes in 1812, Cochranes downfall came two years later during Great Stock Exchange Fraud of 1814. In early 1814, Cochrane was accused and convicted of being a conspirator in defrauding the Stock Exchange. Though subsequent examinations of the records show he should have been found innocent, he was expelled from Parliament and the Royal Navy, as well as was stripped of his knighthood. Promptly re-elected to Parliament that July, Cochrane relentlessly campaigned that he was innocent and that his conviction was the work of his political enemies. In 1817, Cochrane accepted an invitation from Chilean leader Bernardo OHiggins to take command of the Chilean Navy in its war of independence from Spain. Commanding Around the World: Named vice admiral and commander in chief, Cochrane arrived in South America in November 1818. Immediately restructuring the fleet along British lines, Cochrane commanded from the frigate OHiggins (44). Quickly showing the daring that had made him famous in Europe, Cochrane raided the coast of Peru and captured the town of Valdivia in February 1820. After conveying General Jose de San Martins army to Peru, Cochrane blockaded the coast and later cut out the Spanish frigate Esmeralda. With Peruvian independence secured, Cochrane soon fell out with his superiors over monetary compensation and claims that he was treated with contempt. Departing Chile, he was given command of the Brazilian Navy in 1823. Conducting a successful campaign against the Portuguese, he was made Marquis of Maranho by Emperor Pedro I. After putting down a rebellion the following year, he made claims that a large amount of prize money was owed to him and the fleet. When this was not forthcoming, he and his men seized the public funds in So Luà ­s do Maranho and looted the ships in the harbor before leaving for Britain. Reaching Europe, he briefly led Greek naval forces in 1827-1828 during their struggle for independence from the Ottoman Empire. Later Life: Returning to Britain, Cochrane was finally pardoned in May 1832 at a meeting of the Privy Council. Though restored to the Navy List with a promotion to rear admiral, he refused to accept a command until his knighthood was returned. This did not occur until Queen Victoria reinstated him as a knight in the Order of Bath in 1847. Now a vice admiral, Cochrane served as commander in chief of the North American and West Indies station from 1848-1851. Promoted to admiral in 1851, he was given the honorary title of Rear Admiral of the United Kingdom three years later. Troubled by kidney stones, he died during an operation on October 31, 1860. One of the most daring commanders of the Napoleonic Wars, Cochrane inspired such notable fictional characters as C.S. Foresters Horatio Hornblower and Patrick OBrians Jack Aubrey. Selected Sources National Maritime Museum: Admiral Lord Thomas CochraneWestminster Abbey: Lord Thomas Cochrane

Viral Content How to Follow a Six-Part Recipe for Success - CoSchedule

Viral Content How to Follow a Six-Part Recipe for Success On Feb. 26, 2015, BuzzFeed published a post asking one simple question: What Colors Are This Dress? Although the answer seems simple enough, it launched arguably one of the biggest internet memes of all time. And whether you were team blue and black or white and gold, the accompanying image was simply unavoidable, making it’s way onto just about every publisher. It was truly viral content at its best. This is the kind of success most brands only dream of, and Roman Originals–the retailer behind the dress–saw huge returns. Within a month, their organic traffic  increased  by 420 percent and their press mentions by a whopping 17,550 percent. The overnight success left many marketers like myself wondering, â€Å"What it is about some silly piece of content that can have such a profound impact on our online sharing behavior, and more importantly, can it be replicated?† Luckily, more and more research is being dedicated to viral content, specifically on what triggers someone to click â€Å"share.† In one of his earliest studies  that scraped nearly 7,000 New York Times  articles, Jonah Berger noted that highly shared posts are typically useful, surprising, and positive, but above all, highly emotional. Highly shared posts are typically useful, surprising, and positive, but above all, highly emotional.Get Your Free Decoding Successful Content Infographic Visualize the SUCCESs formula for viral content with this free infographic with original research from Fractl. How to Follow A Six-Part Recipe for Viral Content SuccessBrothers Chip and Dan Heath- also devotees to the science of viral content- agreed, particularly about the surprising and highly emotional elements. In their book Made to Stick: Why Some Ideas Survive and Others Die, they offer six components  they believe elevate an idea from shareable to viral: Their SUCCESs model  argues that viral content should be: Simple: Making something simple doesn’t mean dumbing it down; it’s about focusing your message around a single idea (i.e. people should be able to describe your campaign’s key theme in only two or three sentences) Unexpected: This is where you want to include something that will gain your audience’s attention. Run of the mill data goes in one ear and out the other; something that challenges an assumption will hold an audience’s attention. Concrete: For an idea to be concrete, it presents a difficult concept in a more relatable way. For example, a popular concrete idea you might have heard of is that humans consume enough bottled water  in a little more than a day to circle the entire equator with plastic bottles stacked end to end. Credible: Along with getting an audience to listen to your message, you also need to convince them to believe it. Make sure to offer facts that are backed by either primary or secondary research. Emotional: Although people look for credibility, they also want to feel something. Be sure to trigger an emotional response. Generate stories: Individuals should be able to act on your content (i.e. present an idea, let others be able to interpret in their own way). Recommended Reading: The Six Types of Social Media Content That Will Give You the Greatest Value So what does this look like in action? My team at Fractl recently analyzed how three successful campaigns  stacked up against these key principles. In total, the following three campaigns earned 2,300 placements  and more than 140,000 social shares: Hotel Hygiene Exposed: For one of our clients, we  gathered 36 samples from nine different hotels to determine which rooms were the dirtiest. Reverse Photoshopping Comic Covers: Superheroes typically boast massive biceps and incredibly tiny waists, so we used Photoshop on behalf of one of our clients to see what these familiar faces would look like if they reflected the average American body type. Sexually Suggestive Emojis: For another client campaign, we scraped Twitter to discover which countries have the most flirtatious emoji use around the world. Below I’ll walk you through each of the Heath brothers’ principles, providing a six-part recipe on how you can generate similar, highly viral content. 1. Simple: Roll Out Your Content’s Core Focus in the Easiest Way Possible For an idea to be simple, it needs to be easily understood, and quickly. To gain your audience’s attention, identify a central theme and make sure your content connects to this idea whenever possible. Gain your audience's attention by connecting content to one central themeFor instance, in Sexually Suggestive Emojis, a month of tweets from the United States and more than 50 European countries were condensed into 14 easy-to-read charts. In less than 10 minutes, readers could easily identify global trends in how these emojis are used – including their own countries. Simplify Content By Setting Clear Campaign Goals Another easy way to simplify your content is when you’re setting your campaign goal. Do you expect the campaign to drive conversions or do you want it to boost general brand awareness? You’ll also want to make sure your goal is as specific as possible: The more specific you are when setting your goal, the greater the likelihood you’ll actually reach it – and this specificity will help you focus both your content and time. Below is a three-step guide on how to set attainable goals: Begin with an audit of previous campaigns. Remember that data is your friend, and you likely already have a ton of it at your fingertips thanks to previous campaign metrics. Note any key data points- your new goals should fall somewhere within the same ballpark. Evaluate your current position within your industry. If you don’t have a large part of the market yet, consider a goal that only aims for a 2 to 5 percent increase in something. On the other hand, if you already have a large presence in the industry, set a goal that is a little more challenging- you don’t want to miss out on any potential growth. Set one major goal, and follow up by outlining two or three other goals that will help you get there. When setting goals for your content, you’ll likely have more than one. For example, if you want a campaign to drive a certain amount of blog traffic, you’ll also want to set smaller goals like earning placements on X,Y, and Z publishers that will help you get there. Recommended Reading: This is How to Start a Successful Blog That Will Crush Your Marketing Goals 2. Unexpected: Produce Something With a Dash of Shock Beyond an idea that’s quickly understood, another easy way to earn someone’s attention is to offer content that is shocking. This guarantees an element of surprise, which will drive results because instead of adding to the white noise on the internet, you’re actually breaking through. In the case of Hotel Hygiene Exposed, the results yielded a shocking finding: The nicest hotels actually had the most germs. This made outreach a breeze, with big name publishers like Yahoo taking full advantage of the added shock value with headlines like, â€Å"Eww! New Study Finds Expensive Hotels Have More Germs.† Producing controversial content is also a great way to add something unexpected. Below are a few different approaches to controversial content: Disprove an easily held assumption: This content often focuses on testing an audience’s beliefs. For example, the Ad Council’s incredibly successful â€Å"Love Has No Labels† video used an X-ray machine that featured skeleton couples showing different signs of affection to one another before revealing themselves as either gay, lesbian, or biracial – forcing viewers to rethink any unconscious biases they might have and appreciate that love is love, no matter who is involved. Produce something taboo: These ideas center around a topic that isn’t often discussed. Again, the Sexually Suggestive Emoji campaign is a great example because who doesn’t blush a little when they see some of those eggplant combinations? Stir up a debate: Most controversial ideas would fall under this umbrella, with a majority of these campaigns presenting data from both sides in order to allow readers to drive the discussion. For instance, the campaign in â€Å"The Most Prejudiced Places in America† focuses on which areas have the most non-politically correct tweets. The geographic ego bait ignites a discussion because it gives readers the opportunity to offer their two cents on whether or not they agree. via The Daily Beast Recommended Reading: Why Your Content Will Go Viral 3. Concrete: Difficult Concepts Often Require You to Whip Up More Than One Example The Heath brothers say something is â€Å"concrete† in its ability to be described through sensory language. In other words, your content should be understood using one of the five senses. So how can you do this with online content? Let’s take a moment to review the Velcro Theory  about memory. This concept argues that although it is unlikely for someone to totally comprehend – or â€Å"grasp† – brand new information, it is likely that they will be able to grasp small bits of information as long as their prior knowledge presents something for this new information to â€Å"hook† onto – much like a piece of Velcro. By connecting your content’s new information to things your audience already knows, it makes retention and discussion much easier. In the case of online content, concreteness often stems from being able to visualize new concepts. For example, in Reverse Photoshopping Comic Covers, the core theme of the campaign was to offer a new way to discuss body image issues – particularly with men. When comic book icons like Batman, Iron Man, and Captain America shed their bulging biceps in an effort to look more like an everyday individual, audiences suddenly had a new way to talk about more difficult concepts like body dysmorphia. Try Comparing Apples To Oranges Think of something’s â€Å"concreteness† as being able to compare apples to oranges. A great example is this campaign–Data IRL–that visualizes what digital storage size would look like in the form of storage boxes. If you assume 10 megabytes of data is equivalent to one standard storage box, an iPhone’s 4 gigabytes of data suddenly becomes much easier to understand: It’s 400 storage boxes, or–when the boxes are lined up–enough data to stretch nearly the length of 1.5 football fields. via Better Buys Keep in mind what you can compare more difficult concepts like data storage to is only limited by your imagination. A good jumping off point is by taking a look around you and identifying what you use on a day-to-day basis (think a can of soda or a deck of cards); these are the type of routine items that make something unfamiliar suddenly incredibly relatable. Recommended Reading: How to Use Data to Fuel Your Content Marketing Strategy Figuring what you want to present, though, is only half the battle. You still need to figure out how you want to visualize the data. Luckily there are a few tools  out there for anyone who might not have a designer on their team, including the following: Piktochart: Relying on the continued popularity of infographics,  the application allows users to easily create IGs using themed templates Tableau Public: The drag-and-drop platform offers users a wide range of collaborative maps and charts to fool around with Infogram: This easy-to-use application allows users to create interactive charts without any coding Silk: Another drag-and-drop platform, this is one of the easier tools to use, requiring users to simply upload their data through a spreadsheet to begin building visualizations around it 4. Credible: Garnish Your Content With a Methodology That is Both Reliable and Familiar Readers want to see content that is trustworthy, and something that is data-driven is a great way to boost authority and earn credibility. Your methodology should be readily available and include the following: Specifics on your data set, including how, when, and where you collected it Any outliers that were omitted in your data A list of additional sources (i.e. secondary research) Access to raw data if possible An easy way to boost credibility is to partner with a reputable third party, specifically someone with expertise in your industry. For example, if you’re producing a campaign that focuses on sports injuries, consider reaching out to organizations like the Sports Physical Therapy Section (SPTS) or the American Physical Therapy Association (APTA). They could offer assistance on how closely your data aligns with common trends in sports-related injuries or how specific injuries should be treated. But how do you get in contact with them? All you need to do is reach out via email explaining who you are, what your campaign is about, and some options on how they could help with the final project – â€Å"options† being the keyword here as you’re more likely to get a response if you offer more than one way to participate. Boost your content's credibility by partnering with a reputable third partyA great example of this in action is the Hotel Hygiene Exposed campaign. We reached out to a third-party lab to test the four samples we collected from nine different hotels. This outside testing helped make the bold claim that the nicest hotels are actually the dirtiest that much more valid. Recommended Reading: How to Rock a Data-Driven Content Calendar Template That Will Boost Results By 299% Support Your Content With Secondary Research Don’t forget about the  value of secondary research – and how easy it is to access. It’s simply the analysis of data or information that was either gathered by someone else (e.g. researchers, educational institutions, etc.) and reusing it to add more authority to your current content. Two of the most common secondary research sources include the following: Academic journals: These are resources filled with original research. Examples include Harvard Business Review, American Journal of Sociology, and the Journal of the American Medical Association  (JAMA). Technical reports: Typically a resource that is updated annually, these reports offer insights on industry-specific research projects. For example, HubSpot’s State of Inbound  is released annually and reveals the latest trends in content marketing. So how can you include these in your campaign? At first glance, it doesn’t seem like the Reverse Photoshopping campaign has a quantitative element to it. However, the landing page includes stats from the Centers of Disease Control and Prevention  on the levels of obesity for both men and women in America- stats that are both easily accessible and familiar to any audience. Here’s what it looks like on the LP: Recommended Reading: This Is The Marketing Research Process That Will Take Your Content to the Next Level 5. Emotional: Knead  Something Your Audience Can Feel Into Your Content This is a big one. As much as credibility can help keep your campaign fend off trolls, remember that people have an innate desire to make a personal connection with content, regardless of their opinion. An emotional connection  is essential in order to drive shares, and one of the biggest goals for marketers today is to help brands create messages that people want to share. Luckily there’s a wide range of emotions for your content to tap into, as illustrated in these three campaigns: The â€Å"ick† factor was palpable in the hotel campaign, and it’s something everyone can relate to – aiding in both natural syndication and social shares. via AOL Body image is already a highly emotional topic, and by connecting it to something in the entertainment industry- a channel that is no stranger to the pressures of physical perfection- social traction skyrocketed. via The Huffington Post For the emojis campaign, a reader could easily go back and forth between feelings of embarrassment and amusement thanks to the easily identifiable innuendos. via People Recommended Reading:  Proof That Emotional Headlines Get More Shares on Social Media Use Emotional Cues to Drive Clicks The most successful emotional content ignites an immediate reaction: Audiences should be able to easily click, read, and share your content because it triggers an opinion – and they want the rest of the internet to know. The most successful content ignites an immediate reaction6. Stories: A Mix of Stimulating and Inspirational Content Will Drive Discussion During production, you should continually ask yourself one question: Would I share this campaign with my friends? This is the easiest way to determine whether or not your content tells a story  Ã¢â‚¬â€œ and often times the best content tells more than one. The comic book campaign, for instance, was created for a California-based organization that provides resources to individuals struggling with eating disorders, but the 1,300 pickups and 105,000 social shares indicate that the content reached well beyond its targeted audience – in large part because it allowed publishers to tell multiple stories. For example, some readers were less concerned with a discussion on body image and instead focused their attention on general criticism of the project.  Ã¢â‚¬Å"Superheros can’t save the world if they’re lounging around like the average American,† criticized a reader at Smash.com. These sentiments were shared in the comment section of a Spanish gaming site  (whose audience probably had little interest in finding out more about eating disorders). What these two placement prove, though, is that the pop culture theme helped the content resonate with more than one demographic. Yes, these characters don’t relate directly to eating disorders, but in the right context, they can connect issues about body image to a much larger audience. Recommended Reading: How to Find Your Target Audience and Create the Best Content That Connects Use Humor to Tell Stronger Stories Humorous content is a great way to drive stories, as emphasized through some of the headlines for the emoji campaign: Study: Frequent Emoji Users Are Hornier Than the Rest of Us, New York Magazine Dear Mississippi, You’re Obsessed With Eggplant Emoji. Please Explain, Vocativ New Sex Emoji Study Shows That Eggplants Trump Bananas, New York Daily News    So what are some ways you can tickle your audience’s funny bone? Make an everyday routine funny: Some of the best content comes from building on shared experiences, and the same can be said for comedy. A great example is any Poo-Pourri campaign. Don’t be shy about self-deprecation: Any easy way to make people laugh while humanizing your brand? Make a joke at your own expense. For instance, JetBlue found a clever way to engage with a customer who thought their emails were coming on a little too strong (see below). Keep it simple: The more complex and complicated your humor is, the more likely it is to fall flat. Carlsberg, for instance, has been using their cheeky tagline, â€Å"Probably the best beer in the world since 1973. Recommended Reading: How to Build Your Brand With Humor So You'll Feel Like a Human Go Out and Create Some Viral Content In an age where viral content seems to come and go within a matter of minutes, it’s unlikely that your content will reach â€Å"The Dress† levels of internet immortality. The good news, though, is that more studies continue to prove that a content’s viral potential isn’t a matter of luck. Remember that there are many factors that influence what we share online, and the SUCCESs model serves as a great blueprint when outlining your next content marketing campaign. The key ingredients for a viral hit include credibility, an emotional connection, and the ability to tell more than one story–along with an idea that isn’t too vanilla and offers a new, often debatable perspective. Viral Content How to Follow a Six-Part Recipe for Success On Feb. 26, 2015, BuzzFeed published a post asking one simple question: What Colors Are This Dress? Although the answer seems simple enough, it launched arguably one of the biggest internet memes of all time. And whether you were team blue and black or white and gold, the accompanying image was simply unavoidable, making it’s way onto just about every publisher. It was truly viral content at its best. This is the kind of success most brands only dream of, and Roman Originals–the retailer behind the dress–saw huge returns. Within a month, their organic traffic  increased  by 420 percent and their press mentions by a whopping 17,550 percent. The overnight success left many marketers like myself wondering, â€Å"What it is about some silly piece of content that can have such a profound impact on our online sharing behavior, and more importantly, can it be replicated?† Luckily, more and more research is being dedicated to viral content, specifically on what triggers someone to click â€Å"share.† In one of his earliest studies  that scraped nearly 7,000 New York Times  articles, Jonah Berger noted that highly shared posts are typically useful, surprising, and positive, but above all, highly emotional. Highly shared posts are typically useful, surprising, and positive, but above all, highly emotional.Get Your Free Decoding Successful Content Infographic Visualize the SUCCESs formula for viral content with this free infographic with original research from Fractl. How to Follow A Six-Part Recipe for Viral Content SuccessBrothers Chip and Dan Heath- also devotees to the science of viral content- agreed, particularly about the surprising and highly emotional elements. In their book Made to Stick: Why Some Ideas Survive and Others Die, they offer six components  they believe elevate an idea from shareable to viral: Their SUCCESs model  argues that viral content should be: Simple: Making something simple doesn’t mean dumbing it down; it’s about focusing your message around a single idea (i.e. people should be able to describe your campaign’s key theme in only two or three sentences) Unexpected: This is where you want to include something that will gain your audience’s attention. Run of the mill data goes in one ear and out the other; something that challenges an assumption will hold an audience’s attention. Concrete: For an idea to be concrete, it presents a difficult concept in a more relatable way. For example, a popular concrete idea you might have heard of is that humans consume enough bottled water  in a little more than a day to circle the entire equator with plastic bottles stacked end to end. Credible: Along with getting an audience to listen to your message, you also need to convince them to believe it. Make sure to offer facts that are backed by either primary or secondary research. Emotional: Although people look for credibility, they also want to feel something. Be sure to trigger an emotional response. Generate stories: Individuals should be able to act on your content (i.e. present an idea, let others be able to interpret in their own way). Recommended Reading: The Six Types of Social Media Content That Will Give You the Greatest Value So what does this look like in action? My team at Fractl recently analyzed how three successful campaigns  stacked up against these key principles. In total, the following three campaigns earned 2,300 placements  and more than 140,000 social shares: Hotel Hygiene Exposed: For one of our clients, we  gathered 36 samples from nine different hotels to determine which rooms were the dirtiest. Reverse Photoshopping Comic Covers: Superheroes typically boast massive biceps and incredibly tiny waists, so we used Photoshop on behalf of one of our clients to see what these familiar faces would look like if they reflected the average American body type. Sexually Suggestive Emojis: For another client campaign, we scraped Twitter to discover which countries have the most flirtatious emoji use around the world. Below I’ll walk you through each of the Heath brothers’ principles, providing a six-part recipe on how you can generate similar, highly viral content. 1. Simple: Roll Out Your Content’s Core Focus in the Easiest Way Possible For an idea to be simple, it needs to be easily understood, and quickly. To gain your audience’s attention, identify a central theme and make sure your content connects to this idea whenever possible. Gain your audience's attention by connecting content to one central themeFor instance, in Sexually Suggestive Emojis, a month of tweets from the United States and more than 50 European countries were condensed into 14 easy-to-read charts. In less than 10 minutes, readers could easily identify global trends in how these emojis are used – including their own countries. Simplify Content By Setting Clear Campaign Goals Another easy way to simplify your content is when you’re setting your campaign goal. Do you expect the campaign to drive conversions or do you want it to boost general brand awareness? You’ll also want to make sure your goal is as specific as possible: The more specific you are when setting your goal, the greater the likelihood you’ll actually reach it – and this specificity will help you focus both your content and time. Below is a three-step guide on how to set attainable goals: Begin with an audit of previous campaigns. Remember that data is your friend, and you likely already have a ton of it at your fingertips thanks to previous campaign metrics. Note any key data points- your new goals should fall somewhere within the same ballpark. Evaluate your current position within your industry. If you don’t have a large part of the market yet, consider a goal that only aims for a 2 to 5 percent increase in something. On the other hand, if you already have a large presence in the industry, set a goal that is a little more challenging- you don’t want to miss out on any potential growth. Set one major goal, and follow up by outlining two or three other goals that will help you get there. When setting goals for your content, you’ll likely have more than one. For example, if you want a campaign to drive a certain amount of blog traffic, you’ll also want to set smaller goals like earning placements on X,Y, and Z publishers that will help you get there. Recommended Reading: This is How to Start a Successful Blog That Will Crush Your Marketing Goals 2. Unexpected: Produce Something With a Dash of Shock Beyond an idea that’s quickly understood, another easy way to earn someone’s attention is to offer content that is shocking. This guarantees an element of surprise, which will drive results because instead of adding to the white noise on the internet, you’re actually breaking through. In the case of Hotel Hygiene Exposed, the results yielded a shocking finding: The nicest hotels actually had the most germs. This made outreach a breeze, with big name publishers like Yahoo taking full advantage of the added shock value with headlines like, â€Å"Eww! New Study Finds Expensive Hotels Have More Germs.† Producing controversial content is also a great way to add something unexpected. Below are a few different approaches to controversial content: Disprove an easily held assumption: This content often focuses on testing an audience’s beliefs. For example, the Ad Council’s incredibly successful â€Å"Love Has No Labels† video used an X-ray machine that featured skeleton couples showing different signs of affection to one another before revealing themselves as either gay, lesbian, or biracial – forcing viewers to rethink any unconscious biases they might have and appreciate that love is love, no matter who is involved. Produce something taboo: These ideas center around a topic that isn’t often discussed. Again, the Sexually Suggestive Emoji campaign is a great example because who doesn’t blush a little when they see some of those eggplant combinations? Stir up a debate: Most controversial ideas would fall under this umbrella, with a majority of these campaigns presenting data from both sides in order to allow readers to drive the discussion. For instance, the campaign in â€Å"The Most Prejudiced Places in America† focuses on which areas have the most non-politically correct tweets. The geographic ego bait ignites a discussion because it gives readers the opportunity to offer their two cents on whether or not they agree. via The Daily Beast Recommended Reading: Why Your Content Will Go Viral 3. Concrete: Difficult Concepts Often Require You to Whip Up More Than One Example The Heath brothers say something is â€Å"concrete† in its ability to be described through sensory language. In other words, your content should be understood using one of the five senses. So how can you do this with online content? Let’s take a moment to review the Velcro Theory  about memory. This concept argues that although it is unlikely for someone to totally comprehend – or â€Å"grasp† – brand new information, it is likely that they will be able to grasp small bits of information as long as their prior knowledge presents something for this new information to â€Å"hook† onto – much like a piece of Velcro. By connecting your content’s new information to things your audience already knows, it makes retention and discussion much easier. In the case of online content, concreteness often stems from being able to visualize new concepts. For example, in Reverse Photoshopping Comic Covers, the core theme of the campaign was to offer a new way to discuss body image issues – particularly with men. When comic book icons like Batman, Iron Man, and Captain America shed their bulging biceps in an effort to look more like an everyday individual, audiences suddenly had a new way to talk about more difficult concepts like body dysmorphia. Try Comparing Apples To Oranges Think of something’s â€Å"concreteness† as being able to compare apples to oranges. A great example is this campaign–Data IRL–that visualizes what digital storage size would look like in the form of storage boxes. If you assume 10 megabytes of data is equivalent to one standard storage box, an iPhone’s 4 gigabytes of data suddenly becomes much easier to understand: It’s 400 storage boxes, or–when the boxes are lined up–enough data to stretch nearly the length of 1.5 football fields. via Better Buys Keep in mind what you can compare more difficult concepts like data storage to is only limited by your imagination. A good jumping off point is by taking a look around you and identifying what you use on a day-to-day basis (think a can of soda or a deck of cards); these are the type of routine items that make something unfamiliar suddenly incredibly relatable. Recommended Reading: How to Use Data to Fuel Your Content Marketing Strategy Figuring what you want to present, though, is only half the battle. You still need to figure out how you want to visualize the data. Luckily there are a few tools  out there for anyone who might not have a designer on their team, including the following: Piktochart: Relying on the continued popularity of infographics,  the application allows users to easily create IGs using themed templates Tableau Public: The drag-and-drop platform offers users a wide range of collaborative maps and charts to fool around with Infogram: This easy-to-use application allows users to create interactive charts without any coding Silk: Another drag-and-drop platform, this is one of the easier tools to use, requiring users to simply upload their data through a spreadsheet to begin building visualizations around it 4. Credible: Garnish Your Content With a Methodology That is Both Reliable and Familiar Readers want to see content that is trustworthy, and something that is data-driven is a great way to boost authority and earn credibility. Your methodology should be readily available and include the following: Specifics on your data set, including how, when, and where you collected it Any outliers that were omitted in your data A list of additional sources (i.e. secondary research) Access to raw data if possible An easy way to boost credibility is to partner with a reputable third party, specifically someone with expertise in your industry. For example, if you’re producing a campaign that focuses on sports injuries, consider reaching out to organizations like the Sports Physical Therapy Section (SPTS) or the American Physical Therapy Association (APTA). They could offer assistance on how closely your data aligns with common trends in sports-related injuries or how specific injuries should be treated. But how do you get in contact with them? All you need to do is reach out via email explaining who you are, what your campaign is about, and some options on how they could help with the final project – â€Å"options† being the keyword here as you’re more likely to get a response if you offer more than one way to participate. Boost your content's credibility by partnering with a reputable third partyA great example of this in action is the Hotel Hygiene Exposed campaign. We reached out to a third-party lab to test the four samples we collected from nine different hotels. This outside testing helped make the bold claim that the nicest hotels are actually the dirtiest that much more valid. Recommended Reading: How to Rock a Data-Driven Content Calendar Template That Will Boost Results By 299% Support Your Content With Secondary Research Don’t forget about the  value of secondary research – and how easy it is to access. It’s simply the analysis of data or information that was either gathered by someone else (e.g. researchers, educational institutions, etc.) and reusing it to add more authority to your current content. Two of the most common secondary research sources include the following: Academic journals: These are resources filled with original research. Examples include Harvard Business Review, American Journal of Sociology, and the Journal of the American Medical Association  (JAMA). Technical reports: Typically a resource that is updated annually, these reports offer insights on industry-specific research projects. For example, HubSpot’s State of Inbound  is released annually and reveals the latest trends in content marketing. So how can you include these in your campaign? At first glance, it doesn’t seem like the Reverse Photoshopping campaign has a quantitative element to it. However, the landing page includes stats from the Centers of Disease Control and Prevention  on the levels of obesity for both men and women in America- stats that are both easily accessible and familiar to any audience. Here’s what it looks like on the LP: Recommended Reading: This Is The Marketing Research Process That Will Take Your Content to the Next Level 5. Emotional: Knead  Something Your Audience Can Feel Into Your Content This is a big one. As much as credibility can help keep your campaign fend off trolls, remember that people have an innate desire to make a personal connection with content, regardless of their opinion. An emotional connection  is essential in order to drive shares, and one of the biggest goals for marketers today is to help brands create messages that people want to share. Luckily there’s a wide range of emotions for your content to tap into, as illustrated in these three campaigns: The â€Å"ick† factor was palpable in the hotel campaign, and it’s something everyone can relate to – aiding in both natural syndication and social shares. via AOL Body image is already a highly emotional topic, and by connecting it to something in the entertainment industry- a channel that is no stranger to the pressures of physical perfection- social traction skyrocketed. via The Huffington Post For the emojis campaign, a reader could easily go back and forth between feelings of embarrassment and amusement thanks to the easily identifiable innuendos. via People Recommended Reading:  Proof That Emotional Headlines Get More Shares on Social Media Use Emotional Cues to Drive Clicks The most successful emotional content ignites an immediate reaction: Audiences should be able to easily click, read, and share your content because it triggers an opinion – and they want the rest of the internet to know. The most successful content ignites an immediate reaction6. Stories: A Mix of Stimulating and Inspirational Content Will Drive Discussion During production, you should continually ask yourself one question: Would I share this campaign with my friends? This is the easiest way to determine whether or not your content tells a story  Ã¢â‚¬â€œ and often times the best content tells more than one. The comic book campaign, for instance, was created for a California-based organization that provides resources to individuals struggling with eating disorders, but the 1,300 pickups and 105,000 social shares indicate that the content reached well beyond its targeted audience – in large part because it allowed publishers to tell multiple stories. For example, some readers were less concerned with a discussion on body image and instead focused their attention on general criticism of the project.  Ã¢â‚¬Å"Superheros can’t save the world if they’re lounging around like the average American,† criticized a reader at Smash.com. These sentiments were shared in the comment section of a Spanish gaming site  (whose audience probably had little interest in finding out more about eating disorders). What these two placement prove, though, is that the pop culture theme helped the content resonate with more than one demographic. Yes, these characters don’t relate directly to eating disorders, but in the right context, they can connect issues about body image to a much larger audience. Recommended Reading: How to Find Your Target Audience and Create the Best Content That Connects Use Humor to Tell Stronger Stories Humorous content is a great way to drive stories, as emphasized through some of the headlines for the emoji campaign: Study: Frequent Emoji Users Are Hornier Than the Rest of Us, New York Magazine Dear Mississippi, You’re Obsessed With Eggplant Emoji. Please Explain, Vocativ New Sex Emoji Study Shows That Eggplants Trump Bananas, New York Daily News    So what are some ways you can tickle your audience’s funny bone? Make an everyday routine funny: Some of the best content comes from building on shared experiences, and the same can be said for comedy. A great example is any Poo-Pourri campaign. Don’t be shy about self-deprecation: Any easy way to make people laugh while humanizing your brand? Make a joke at your own expense. For instance, JetBlue found a clever way to engage with a customer who thought their emails were coming on a little too strong (see below). Keep it simple: The more complex and complicated your humor is, the more likely it is to fall flat. Carlsberg, for instance, has been using their cheeky tagline, â€Å"Probably the best beer in the world since 1973. Recommended Reading: How to Build Your Brand With Humor So You'll Feel Like a Human Go Out and Create Some Viral Content In an age where viral content seems to come and go within a matter of minutes, it’s unlikely that your content will reach â€Å"The Dress† levels of internet immortality. The good news, though, is that more studies continue to prove that a content’s viral potential isn’t a matter of luck. Remember that there are many factors that influence what we share online, and the SUCCESs model serves as a great blueprint when outlining your next content marketing campaign. The key ingredients for a viral hit include credibility, an emotional connection, and the ability to tell more than one story–along with an idea that isn’t too vanilla and offers a new, often debatable perspective.

Pragmatism - Journal Entries Essay Example | Topics and Well Written Essays - 2500 words

Pragmatism - Journal Entries - Essay Example Write down all of your beliefs – theological, religious, moral, political, economic, social, sexual, personal lifestyle – and then separate them into those inherited and those chosen in response to your actual experience and the experience of others". Dutifully, I performed the self-examination exercise and had identified five beliefs which I would like to dissect and scrutinize. These beliefs fall under five of the categories mentioned by McDermott, namely: religious, moral, economic, sexual and personal lifestyle. I chose these beliefs because they have more impact on my personality and on my decision-making processes. On top of my list and the most influential on my personality and perspectives is my religious belief. I am a Muslim. I was born a Muslim. And I will die a Muslim. I inherited the faith from my parents for which I am very thankful for. Secondly, I live by my moral principle of truthfulness. Although honesty is taught and learned at home, I am convinced that this is adopted and practiced as a matter of choice. We’ve learned from experience that speaking the truth earns the good favor of our family and friends. In contract, speaking lies will get us into trouble. Thirdly, I subscribe to the economic system of capitalism. I am a capitalist in mind and heart. I have lived on the rewards of capitalism and have read about the darkness and monotony of communism. Based on my own experiences and the experience of the people in communist, fascist or socialist countries, I chose and will always choose to be a capitalist. Fourthly, my sexual orientation is â€Å"straight†. I believe that every adult person is a reflection of his infant-self, albeit, most of us could hardly find similar traits between the innocent and fresh newborn and the life-veteran adults that we are. Be that as it may, I believe that our sexual orientation is defined from the day that we are born. Hence, my attraction to the opposite sex is an inherited

Good Grocers, Inc Essay Example | Topics and Well Written Essays - 750 words - 1

Good Grocers, Inc - Essay Example This calls for the consideration of a mediator’s assistance. In addition, since ,mediation can be applied at any stage of a conflict, the two parties may consider adopting it. The mediator will support the two parties in exploring ways through which they can resolve their differences. Each of the parties may or may not consider a lawyer’s services when going to the mediation. This will depend on the nature of the problem (LexisNexis, 2013, p.78): the problem seems a bit serous since the customer plans to sue the manager, therefore, both parties may need a lawyer. Both parties must always consult their attorney before finalizing the agreement so that they can be sure that they have made complete informed decisions. This will also enable them determine whether all their rights are protected. In this situation, the mediator will help manage the mediation process and facilitate reconciliation between the two conflicting parties. The mediator will not determine the decision nor enforce an agreement. The two parties will participate directly and will be responsible for devising and enforcing their own agreement or settlement. The mediation can be done at the mediator’s office or an agreed location. When the mediation commences, the mediator will explain the process and the essentials such as rules. Either parties or their respective attorneys will have the chance of explaining their opinions in consideration to the dispute. The mediator will support them in understanding each other’s opinion. In some instance, the mediator may meet each of them separately. This may assist in addressing factual and emotional issues and offer both sides the time to receive legal advice from their attorney (LexisNexis, 2013, p.79). Generally, the agreements may be creative. The two parties may end up reaching a solution that is not present in a court of law. For instance, the manger after an agreement with the customer, may