Using Facebook to Get More Business (NY Times)

November 12, 2009
Small-Business Guide
How to Market Your Business With Facebook
By KERMIT PATTISON

Quick Tips:

Identify a short list of goals before you begin.

Show some personality in your page.

Don't shill. Use your page to engage-and trust that sales will follow.

Use Facebook data to analyze your customer demographics.

Suggested Resources:

A Facebook guide for advertisers.
http://www.facebook.com/advertising/


Advice on getting started from Mashable.
http://mashable.com/2009/09/22/facebook-pages-guide/


Strategies and a tutorial from All Facebook - "the unofficial Facebook resource."
http://www.allfacebook.com/2009/03/facebook-page-strategy/


Business owner, you might want to friend Facebook.

A growing number of businesses are making Facebook an indispensible part of hanging out their shingles. Small businesses are using it to find new customers, build online communities of fans and dig into gold mines of demographic information.

“You need to be where your customers are and your prospective customers are,” said Clara Shih, author of “The Facebook Era” (Pearson Education, 2009). “And with 300 million people on Facebook, and still growing, that’s increasingly where your audience is for a lot of products and services.”

Start Small

For most businesses, Facebook Pages (distinct from individual profiles and Facebook groups) are the best place to start. Pages allow businesses to collect “fans” the way celebrities, sports teams, musicians and politicians do. There are now 1.4 million Facebook Pages and they collect more than 10 million fans every day, according to the site.

Businesses can easily create a Web presence with Facebook, even if they don’t have their own Web site (most companies still should maintain a Web site to reach people who don’t use Facebook or whose employers block access to the site). Businesses can claim a vanity address so that their Facebook address reflects the business name, like www.facebook.com/Starbucks. Facebook pages can link to the company’s Web site or direct sales to e-commerce sites like Ticketmaster or Amazon.

Facebook offers an array of tools and networks, and it’s easy to wander down too many paths. Ms. Shih recommends that newcomers start by asking themselves a simple question: What is your basic objective? Is it getting more customers in the door? Building brand awareness? Creating a venue for customer support? Once you have set your goal, you can strategize accordingly.

“You can waste a lot of time on Facebook,” said Ms. Shih, founder of Hearsay Labs, a Facebook marketing software company. “But if you’re a business, you don’t have any time to waste. Figure out your objectives first, start small and do things that help you accomplish your objectives.”

Ms. Shih suggests that businesses ask friends and family to become fans of their pages so that they display a respectable crowd of supporters when they debut. Pages can grow organically by word of mouth — the average Facebook user has 130 friends on the site — or by advertising or promotion.

You can enliven your page with photos, comments and useful information. As you grow more comfortable, you can add videos or business applications. Flaunt your personality. The page of an ice cream parlor should feel different than that of a funeral parlor. “The pages that are most successful,” said Tim Kendall, the director of monetization at Facebook, “are the ones that really replicate the personality of the business.”

It’s Not All About Selling

Art Meets Commerce, a New York marketing firm, has struck up a never-ending conversation with fans. The company uses Facebook as a crucial part of its publicity campaigns for theatrical productions. Its Facebook page for the show “Rock of Ages,” for example, has more than 13,000 fans.

Staff members constantly update the page with new photos, videos and quotes from the cast. They’ve also learned what not to do: Once they posted a video of Paris Hilton plugging the show and got negative feedback from fans who professed to be sick of her.

But it’s not just about marketing — or, at least, it’s not just about selling. “You end up moving away from being an Internet marketer and go into almost customer service,” said Jim Glaub, creative director at the agency. “A lot of times people use Facebook to ask questions: What’s the student rush? How long is the show? Where’s parking? You have to answer.”

Some basic rules: Buy-buy-buy messages won’t fly. The best practitioners make Facebook less about selling and more about interacting. Engage with fans and critics. Listen to what people are saying, good and bad. You may even pick up ideas for how to improve your business. Keep content fresh. Use status updates and newsfeeds to tell fans about specials, events, contests or anything of interest.

These interactions can take a vast amount of time — the “Rock of Ages” page has 300 to 600 interactions every week — but they can also provide a big payoff. Facebook is one of the show’s top sources of new ticket sales.

Last year, Art Meets Commerce introduced a Facebook ad campaign to promote an Off Broadway run of the musical “Fela!” The campaign aimed at Facebook users with interests like theatrical shows or Afro beat. According to the company, it generated 18 million impressions, more than 5,700 clicks and $40,000 in ticket sales — all for $4,400 spent on advertising.

“We can advertise all day, but if we don’t give them what they want they will not be a fan anymore,” said Mark Seeley, a marketing associate at Art Meets Commerce. “Even though we represent the shows as marketers, we don’t want to constantly tell people to buy tickets. You talk to them like you talk to your friends on Facebook.”

Aim at Potential Customers Only

Some guys use Facebook to find single women. Chris Meyer used it to find women who are already engaged.

Mr. Meyer, a wedding photographer in Woodbury, Minn., had had little luck with traditional advertising. A full-page ad in a bridal magazine generated zero leads and a trade show yielded only four bookings, barely covering the cost of his booth. But Facebook proved a digital bonanza.

Mr. Meyer aimed at women ages 22 to 28 who listed their martial status as engaged in the Minneapolis-St. Paul metropolitan area. He estimates that he has spent about $300 on Facebook ads in the last two years and has generated more than $60,000 in business. He says about three-quarters of his clients now come to him through Facebook, either from ads or recommendations from friends.

“I’d be out of business if I didn’t have Facebook,” Mr. Meyer said. “Especially with this economy, I need to stretch each marketing dollar as much as I possibly can.”

Facebook enables small businesses to engage in targeted marketing that they only could have dreamed about a few years ago. Facebook users fill out profiles with information like hometown, employer, religious beliefs, interests, education and favorite books, movies and TV shows — all of which can help advertisers deliver messages to specific demographic slices.

As you create an ad, you can add demographic criteria and keywords and see how many Facebook users fall into your target audience and modify it accordingly to get the most bang for your buck. Advertisers can elect to pay per impression or per click, set maximum budgets and schedule the ad to run on specific dates.

Thus a coffee shop in San Francisco can display advertisements only to local people whose profiles or group affiliations suggest they like coffee. According to Mr. Kendall, Facebook’s director of monetization, ads can also aim at people based on social exchanges, like a person who sends a message to a friend, “let’s get together for coffee” or who posts a status update about just having awakened and needing some java.

“We can help you find customers before they even think about searching for you,” Mr. Kendall said. “We’re very, very well-positioned to generate demand, based on the fact that we know a tremendous amount about a user.”

The Facebook ad system provides instant feedback with metrics like the number of impressions and clicks-through. This reporting allows Mr. Meyer to improve his advertising; if one ad doesn’t generate enough hits within 24 hours, he pulls it and tries something new.

Give Away Cupcakes!

Charles Nelson has an M.B.A. and is a former investment banker who owns a growing national chain of stores. Yet this 40-year-old entrepreneur checks Facebook with the frequency of a college student. Up to 30 times a day, he logs onto the social networking site via his laptop or Blackberry.

For Mr. Nelson, this is serious business. He and his wife, Candace, own Sprinkles, a cupcake bakery that relies on social media in lieu of traditional advertising. Mr. Nelson considers Facebook marketing essential. “People are out there talking about your business everyday, whether you’re looking or not,” he said. “This gives people a place to come and speak directly to us.”

Sprinkles uses Facebook to give customers a whiff of what’s cooking. Every day it posts a password on Facebook that can be redeemed for a free cupcake. Since April, its fan base has risen tenfold to 70,000.

Mr. Nelson and his wife previously worked as investment bankers in the technology sector and were keenly aware that, even for a traditional business like a bakery, social media is a crucial ingredient. His advice: make it relevant to the customer, keep it fresh and remember that the return on investment may come slowly.

“Be patient with it,” Mr. Nelson advised. “People are not going to flock to your social media site overnight. Technology is about the network effect. It takes time for those connections to build.”

http://www.nytimes.com/2009/11/12/business/smallbusiness/12guide.html?em

For Job Hunters - Make Your Linked In Profile Shine (linkedin.com)

5 Steps to a Fantastic LinkedIn Profile

Posted in Career Advice Job Hunting Social Media on August 9, 2009 at 5:34 pm
by Lindsey Pollak

As a Campus Spokesperson for LinkedIn, I am currently in the midst of facilitating a series of training webinars for college career services professionals (sign up here if you haven’t already — they are free!). I recently wrote a blog post for CollegeRecruiter.com advising career services professionals how to improve their LinkedIn profiles. Today I’ve adapted those tips for job seekers and young professionals:

As the largest and most vibrant professional social network, LinkedIn provides a wealth of opportunities for job seekers and ambitious young professionals. But LinkedIn doesn’t work unless you work it.

How can you make the most of LinkedIn? Here are some tips for creating a profile that will impress employers, colleagues, headhunters, professional association members and more:

1. Include keywords in your summary statement. The Summary portion of your profile provides a chance to share the highlights of your bio in your own words. It’s also a place to include key words and phrases that a recruiter or hiring manager might type into a search engine to find a person like you. The best place to find relevant keywords is in the job listings that appeal to you and the LinkedIn profiles of people who currently hold the kinds of positions you want. Check out LinkedIn’s Company Pages feature to search through the profiles of employees at your dream employers. And remember, it is absolutely fine — crucial, in fact — to include unpaid or volunteer work in your Summary. If you are a current student or recent grad, you can include relevant coursework and extra curricular achievements as well.

2. Write for the screen. LinkedIn, or any website for that matter, is not the place for long-form prose. Present your summary statement in short blocks of text with lots of white space. Bullet points are great, too.

3. List all experience. One of the most valuable aspects of LinkedIn is the way it connects you with former colleagues and classmates—which, as we all know, are some of our best networking contacts. It would be a shame if a long lost former colleague or classmate, who happens to be a recruiter now, couldn’t find you because you hadn’t listed that shared employment in your LinkedIn profile.

4. Collect diverse recommendations. Nothing builds credibility like third party endorsements. The most impressive LinkedIn profiles have at least one recommendation associated with each job a person has held. Think about soliciting recommendations from professors, internship coordinators and colleagues, employers, classmates with whom you shared an extra curricular activity and professional mentors.

5. Share your news frequently. The best way to stay on other people’s radar screens is to update your status on LinkedIn (the box near the top of your profile) at least once a week. Tell people about events you are attending, major projects you’ve completed, professional books you are reading, successes you are celebrating or any other news that you would tell someone at a networking reception or on a quick catch-up phone call.

Want to become a more active user of LinkedIn? Check out the LinkedIn Learning Center and, for students, the LinkedIn Grads Guide. I also recommend Guy Kawasaki’s LinkedIn Profile Extreme Makeover.

How to Make Money with Twitter (from Forbes)

Entrepreneurs
Twenty-One Top Twitter Tips
Daniel Adler 07.31.09, 6:15 PM ET


You've heard about Twitter--that curious, strangely addictive social-networking technology that facilitates torrents of truncated messages among millions of users. You might even know your hashtags from your re-tweets. But how can you make money with it?

Forbes canvassed scads of businesses and pricey social-networking gurus looking for honest answers. Admittedly, we were skeptical. After all, how much can you accomplish in 140 characters or less?

Turns out there are myriad ways Twitter can have an impact, and not just as a marginal marketing tool. Indeed, we found 21 clever ways to use Twitter--for everything from boosting sales and scouting talent, to conducting market research and raising capital. Chances are, there will be many more.


"I believe Twitter is a communication platform," says Nathan Egan, founder of Freesource Agency, a social-networking consultancy in Philadelphia. "In a year or two, everyone will be on it, using it in totally new ways." Better yet, getting results "doesn't take a year or six months, but a matter of weeks," adds Mark Schaefer, head of Schaefer Marketing Solutions in Knoxville, Tenn.

Some strategies take more time, or are more industry-specific, than others. Taken together, though, this collection of techniques and real-world examples constitutes a powerful online arsenal for companies large and small. Herewith, some highlights:

Coupon Campaigns
Congratulations for getting to the end of this sentence. "As an online culture, people are not reading; they're scanning," says Dell Computer's Stefanie Nelson, voice of @DellOutlet. "The shorter and more direct your message is, the more successful you're going to be." Dell tweets links to coupons at Dell Outlet's Facebook page, which shoppers use during checkout at Dell.com.

This strategy works for small companies, too: The abbreviated offers are easy to produce--you don't need an ad agency to write 140 characters. California Tortilla, a chain of 39 causal Mexican restaurants based in Rockville, Md., spread coupon "passwords"--through its Twitter feed @caltort--that must be spoken at checkout to be redeemed.

Viral Marketing
In July, in honor of its 10th birthday, London-based do-it-yourself Web site builder Moonfruit gave away 11 Macbook Pro computers and 10 iPod Touches. Contestants had to tweet using the hashtag #moonfruit. (Hashtags collate Twitter responses.) Nearly a month after the contest ended, traffic to Moonfruit's Web site is up 300%. Sales are up 20% this month, more than paying off the $15,000 investment. And the Moonfruit Web site has climbed onto the first Google page for "free website builder" (it used to be on the fourth).

Word to the wise, says Moonfruit founder Wendy White: Such campaigns must be courteous and fit with a company's brand, lest you draw the ire of the Twitter-sphere: "There's a fine line between annoying people and getting the thumbs up."

Artful Customer Service
Frank Eliason, director of digital care at Comcast, uses Twitter to help 200 to 300 subscribers a day with issues ranging from sporadic Internet service to errant e-mails. Frank and his team receive direct questions at the @comcastcares account and search for complaints. Twitter has a built-in search, but it's more efficient to set up a permanent search on one of the free, third-party Twitter applications, such as TweetDeck.

Eliason's key to success: maintaining friendly relationships, not foisting unwanted advice. "If they want assistance, they'll let me know," he says. Eliason has a 10-person help desk at his disposal, but small businesses can use Twitter to provide better customer service, too. Even a little help goes a long way.

Focus Groups
Back in the old days (last year), companies actually paid customers to solicit their opinions. There were 3.37 million mentions of Starbucks on Twitter through early May 2009, and all of that information is available for less than the cost of a frappucino. "There is a major element of Twitter that's about listening and learning," says Brad Nelson, the man behind @Starbucks. "Twitter is a leading indicator." Collecting the information is as simple as searching for references to your company.

Morgan Johnston, manager of Corporate Communications at Jet Blue, abolished a $50 fee for carry-on bikes after hearing complaints via Twitter. "Think of Twitter as the canary in the coal mine," says Johnston. "We watch for customers' discussions about amenities we have, and what they'd like to see made better." For a more formal approach, lob a simple post asking for feedback and provide a hashtag to collect the responses.

Poaching Customers
"Twitter is not just a kid story," says Chris Brogan, president of New Marketing Labs. Brogan should know: He is one of several Twitter experts advising companies on how to spy on their competition and to swoop in with a better service or discount.

Freesource's Egan describes how to do it: Using TweetDeck, set up a permanent search for all permutations of your competitor's name, as well as words that convey dissatisfaction ("sucks" or "hate"). Public replies to those new prospects are dangerous, as your competition may see them, so the best bet is to follow them and get followed back, allowing you to send direct messages.

Customer Expectation Management
Bad things happen--it's how you condition customers to deal with it that counts. Jet Blue tweets flight delays. In April, when a Stanley Cup broadcast was interrupted, cable provider Comcast used Twitter to immediately inform its subscribers that the culprit was a lightning storm, and that transmission would soon be restored.

Small companies--like United Linen, a linens and uniform company in Bartlesville, Okla.--can manage expectations this way, too. When a major snowstorm hit the area, Marketing Director Scott Townsend used Twitter to let customers know deliveries would be delayed. "It was a great way to send information to everyone," he says. "They understood we wouldn't be there, but they wanted to know what our status was and updates as the situation changed."

Corralling Eyeballs
During last year's NBA Eastern Conference Finals between the Cleveland Cavaliers and the Orlando Magic, Turner Broadcasting managed to weave social-media feeds into its home page. Fans accessed the conversation by logging onto Twitter through TNT.com, and the tweets were also posted on Twitter with links back to TNT.com. Those forums mean more Web traffic--and thus more advertising revenue. "It's exciting to sell this to an advertiser," said Liza Hausman, vice president of marketing for Gigya Socialize, the brains behind the integration technology.

Vendor Selection
Twitter can snag customers, but how about suppliers? Crowdspring, an online marketplace that marries businesses with graphic designers (see "The Creativity Of Crowds "), used Twitter to build up its stable of contributors--now 12,000 strong globally.

Business travelers can apply this same logic: Tweeting that you're about to visit a city can scare up discount offers from hotels, bus companies and other travel-services providers.

Conflict Resolution
Wiggly Wigglers, a Herfordshire, U.K.-based marketer of gardening and farming supplies, was recently overcharged $10,500 by British Telecom. Five months passed without restitution.

Finally, Wiggly owner Heather Gorringe hit the Twitter-sphere, asking if anyone else had had problems with BT. @BTCare sent Gorringe a message within 30 minutes promising help; two days later, the bill was amended. "When I phone them up, I'm an isolated call to deal with, so I'm less important," says Gorringe. "But if I tweet, and 1,193 people re-tweet, 100,000 people see it within 30 seconds."

Employee Recruitment
Sodexo, a food services and facilities management company, trains its recruiters on Twitter and other social media. An automated program sends prospects a direct message whenever a position opens up, and the messages are opened 30% of the time.

The trick, says Arie Ball, vice president of talent acquisition at Sodexo, is to be as personal and engaging as possible: "People get an insider's view, a sense if this is a company they want to work for." The company says that using Twitter as a recruitment tool has helped cut its investment in online job boards by hundreds of thousands of dollars.

Raising Capital
As in the physical world, no one likes to be solicited for contributions online. A better Twitter tack: Don't ask, just inform.

Last Thanksgiving, Epic Change, a nonprofit that encourages people to tell their stories to transform communities, launched the Tweetsgiving Web site, with the help of theKbuzz, a word-of-mouth marketing firm. Tweetsgiving asked people to tweet what they were grateful for, and compiled the responses at #tweetsgiving, with a link back to the Tweetsgiving site, where users had the option of contributing money to build classrooms in Tanzania.

Over the 48-hour campaign, 15,000 people came to the Tweetsgiving site; 360 donated, for a total of $11,000. "We never asked people to give," says Stacey Monk, founder of Epic Change. "We got people invested in their own, personalized way."

Find the Best Price - 100 Bargain Websites (from Mashable.com)

Bargain Hunting: 100 Places to Find a Great Deal

Posted using ShareThis

Mini-Links let you track your followers (New York Times)

May 4, 2009
Mini-Links to Web Sites Are Multiplying
By JENNA WORTHAM
If you have spent any time on the Internet in the last few months, chances are you have clicked on a shortened link Web address.

URL shorteners, which abbreviate unwieldy Web addresses into bite-size links, have been around for years. The most popular service, TinyURL.com, was started in 2002 by a unicyclist named Kevin Gilbertson.

But the tools have soared in popularity recently, in part because of microblogging sites like Twitter and Facebook, where messages are limited in length and every character counts.

URL shorteners are easy to build, and dozens of competitors have proliferated, with minimalist, character-conserving names like Bit.ly, Is.gd and Tr.im. Most of them are simple tools created as a labor of love with no real business model behind them.

Shorteners, however, could have real value beyond making Web addresses more manageable, said Danny Sullivan, editor of the blog Search Engine Land.

They have the ability to keep track of use — how many times a particular link was clicked and the geographic location of the clickers — which could be valuable to marketers, news outlets and companies looking to measure the impact of a link, tweet or mention online.

“The tracking element is very important,” said Mr. Sullivan. Some tools even highlight comments posted to Facebook or FriendFeed about a particular link — features that standard tools like Google Analytics may not be able to provide.

One popular link shortening service, Bit.ly, is trying to build a business around that kind of data.

Betaworks Studios is a New York technology incubator that has invested in Tumblr, a microblogging tool; OMGPOP, a social gaming site; and Outside.in, a hyperlocal news aggregator. It developed Bit.ly as an internal tool for its portfolio of companies to use.

“It emerged as much more than that,” said John Borthwick, the chief executive of Betaworks. “Everyone from Dell to Demi Moore is on Twitter and could want to track their emerging social system.”

Since Bit.ly was introduced last year, its volume has soared. The company says that now 50 million Bit.ly links are clicked each week — more than double the rate of early April. “And next week, we’re expecting to hit 60 million,” said Andrew Weissman, the chief operating officer of Betaworks.

The growth has attracted venture financing. Bit.ly recently announced that it had raised $2 million from investors that included Alpha Tech Ventures, the software industry pioneer Mitch Kapor and the early Google investor Ron Conway.

“The Web has been devoid of a feedback loop for a while,” said Christopher Sacca, an investor who has financed several Web start-ups, including Bit.ly, Twitter and Photobucket.

Because Bit.ly tracks its clipped URLs in real time, no matter where they are posted — instant messages, Twitter, Facebook, blogs or e-mail — the service could become “a real source for extracting information about how people are using the Web,” Mr. Sacca said.

In addition to tracking links, Bit.ly uses a service called Calais, developed by Thomson Reuters, that can extract semantic terms from the Web pages that Bit.ly users are redirected to. This allows Bit.ly track the most popular topics being shared across the Web, as well as zero in on a specific category like finance or health care and retrieve the most popular Web sites shared on that subject in the last 24 hours.

The company hopes that being able to track the “social distribution of information in real-time,” as Mr. Borthwick describes it, could potentially be relevant to the future of Web search.

Although Bit.ly is not yet sure how to make money from all this data, “there’s a business model here,” Mr. Borthwick said. “We can smell it.”

For all the convenience of short URLs, some Internet security experts worry that they could be used to camouflage spam and phishing attacks and redirect people to malicious Web sites.

“People have no way to know where they’re going,” said Patrik Runald, chief security advisor at F-Secure Security Labs, a maker of security software. “These services are great and they serve a purpose, but at the same time, there is a darker side.”

And if a shortening site shuts down, any links funneled through it would be lost forever, Mr. Runald said.

Bit.ly says it is developing an archive system to keep links from decaying and employs several filters and a preview function in Firefox and TweetDeck, a desktop application for Twitter, to help cut back on spam.

Given the ease of use, the bigger threat to start-up companies like Bit.ly is that major corporations will create their own custom URL shorteners to bolster their brands. Digg, StumbleUpon and FriendFeed recently unveiled shortening services, and it would be easy for the big social networks, like Facebook or Twitter, to create their own. And there is always the chance that a heavyweight like Google will step in and obliterate the competition.

“That’s always a risk, but we’re racing to establish ourselves in the market,” said Mr. Weissman. “We’re willing to bet that innovation comes from weird little corners of the Internet, like this.”

Boomers zero in on social networks - USATODAY.com

Boomers zero in on social networks - USATODAY.com

Shortcuts to Social Networking - NYTimes.com

Shortcuts - Putting Yourself Out There on a Shelf to Buy - NYTimes.com

Websites for Job Hunters - from WSJ

WALL STREET JOURNAL
TECHNOLOGY NOVEMBER 25, 2008, 8:44 A.M. ET

For the Jobless, Web Sites Offer More Options

By PUI-WING TAM

Unemployment in the U.S. has hit a 14-year high as companies cut back. That has sent masses of laid-off workers flocking to the Web in search of opportunities -- and job sites have been stepping up to meet the challenge.
New job sites with names like MarketVendorJobs.com have sprung up to take advantage of growing user interest amid the economic downturn. Established sites, such as CareerBuilder.com, have also started rolling out new features to improve the relevance of job listings for candidates and make their résumés stand out, among other things. And some sites, such as Vault.com, are providing career counseling and other new services.

Business-networking site LinkedIn last month began offering online outplacement services to companies so that laid-off workers can more easily find their next gigs. It also has introduced technology that better matches its members with appropriate jobs. Using an algorithm, the site searches words within a job posting and then matches up members who list skills that fit the job. In January, the company plans to debut a feature that makes it easier for users to notify members in their online network that they're searching for a job.
Meanwhile, Glassdoor.com, a salary-review and employee-review Web site, this month retooled its home page so that jobs listed near the users' hometown and relevant job categories immediately pop up when an individual logs on. Vault.com has created a $999 service for job seekers to get two 45-minute career-coaching sessions over the phone to help them land a new job.
But some consumers may be overwhelmed by the number of job-search sites and all their new features. Scores of career sites are competing for clicks, so users must master multiple search tools -- only to discover that sometimes there is redundancy in the listings. Career counselors advise job seekers to learn advanced search strategies on several sites so that only relevant results are displayed. They're also told to find niche sites that focus on an industry or region to further narrow their search.
Alice Ziroli, 46, began looking for new jobs online earlier this year when the pharmaceutical company she worked for shut down its local sales division. But when she trolled sites such as Monster.com and CareerBuilder.com, she says she found their offerings too vast.
"I didn't find them user-friendly," says Ms. Ziroli. She eventually found a job-search engine called Indeed.com, which has a simple Google-like home page and allowed her to narrowly specify her job-search criteria. Last month, Ms. Ziroli started a new $65,000-a-year job -- slightly more than what she made before -- as a sales representative for a hospice-and-health-care company just 18 miles from her Diamond Bar, Calif., home.

Adding New Features

A CareerBuilder.com spokesman says that, in this environment, the more features that a site offers the better for a job candidate. Monster says it is rolling out improvements to its site early next year with features that will make it easier to upload résumés and apply for a job online.

CareerBuilder.com and other sites are adding features to improve the relevance of online job searches.
Still, job-search sites are experiencing a dramatic spike in usage. The total number of minutes that Internet users spent on such Web sites jumped 13% in October from a year earlier, while the total number of job-site pages viewed rose 20% in the same period, according to comScore Inc., a market-research company based in Reston, Va. Overall, the number of unique visitors to job-search sites is up 12% in the past year, more than the 5% increase for the Internet as a whole.
"Engagement with these job sites is a lot higher now," says Andrew Lipsman, a comScore spokesman. "It's not just how many people are on these sites but how much time overall they're spending on them."
Job-oriented sites are capitalizing -- literally -- on the newfound interest. Glassdoor.com late last month got $6.5 million in new venture-capital funding, just four months after its June launch. LinkedIn also announced last month that it had received $22.7 million in new funding from strategic investors such as Goldman Sachs Inc. and McGraw-Hill Co.
Niche Job Sites
Some job-search sites cater to certain industries. Dice.com, for instance, is targeted at technology professionals. Its sister Web site, eFinancialCareers.com, is tailored for finance-industry workers -- an area that has been particularly hard hit. In September, eFinancialCareers.com launched an emergency toolkit that bundles tips and articles on how finance workers can network, customize their résumés and interview better in order to land a new job.
Other sites try to stand out by providing more career-improvement data and features apart from just job listings. With numbers submitted by users, Glassdoor.com offers salary data for positions at numerous companies. So based on nine submissions, individuals searching for engineering-manager positions at Google Inc. would see that total compensation for such a job might add up to $241,000, including salary and bonuses.
And some sites are now emulating features found on social-networking sites: CareerBuilder.com in February launched BrightFuse.com, where professionals can network and interact with one another. A CareerBuilder.com spokesman says BrightFuse.com will add new features next year to highlight each member's skills, such as allowing writers to upload samples of their work.
One thing career sites haven't been able to perk up for job seekers is the total number of job listings. As of earlier this month, the number of job listings on Dice.com was down 9% for the year so far, compared with the same period in 2007, says a spokeswoman, who declined to reveal underlying numbers. At Indeed.com, the number of open positions has stayed flat at about five million jobs over the past year, says Indeed.com Chief Executive Paul Forster.

'A Mixed Picture'

"It's very much a mixed picture" out there jobwise, says Mr. Forster. "There's a lot of weakness in certain areas, such as in the mortgage, retail, financial, construction and hospitality industries. But some areas like defense and health care are strong."
Marc Hirsch, who started looking for a new job six months ago, says many features on the job sites helped him. The Roanoke, Va., resident, who has a background as a chemist, used LinkedIn, CareerBuilder.com and Indeed.com to get job alerts sent to him and liked how many of the listings came with salary information and estimates. "There was a lot of garbage that came back" through the online searches "but some quality opportunities too," says the 52-year-old.
Ultimately, though, the job sites proved to be just a starting point for him. Through one job listing he found on a career Web site earlier this year, Mr. Hirsch got his résumé sent to General Electric Co. While the company didn't have anything suitable at the time, GE kept his name on file.
When a position as an applications engineer came open, GE contacted him and he got the post, he says.
Write to Pui-Wing Tam at pui-wing.tam@wsj.com
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