As we reported last week , Firefox's latest version of 3.6, release candidate 1, has been released to the general public . This time around, however, Mozilla has issued a more general release, as the new version will not only be available for download but also part of an automatic update for those already running Firefox. The release is one more sign that we're getting closer by the day to a full-on sparkly new version of Firefox. For those of you worried about updating, Mozilla has assured us that "over 75% of the thousands of Firefox Add-ons have now been upgraded by their authors to be compatible with Firefox 3.6," so go ahead and take that leap. But what will you find on the other side? Sponsor Firefox 3.6 RC1 Features In addition with offering this release as an automatic update, Mozilla has offered a synopsis of what it sees as the most important new features to be found in what the company hopes to be a near final version. Users can change the browser's appearance with a single click using Personas . Firefox 3.6 alerts users about out of date plugins to keep them safe. Changes to how third-party software integrates with Firefox to increase stability. Improved automatic form fill provides better options from your form history. Open, native video can now be displayed full screen , and supports poster frames . Support for the WOFF font format. Improved JavaScript performance, overall browser responsiveness and startup time. The ability to run scripts asynchronously to speed up page load times. Support for the HTML5 File API Support for new CSS, DOM and HTML5 web technologies. While wallpapering Firefox with the latest blockbuster movie may be an attractive addition, we are looking forward to a faster and more stable Firefox. Loading scripts asynchronously should speed up some page load-times dramatically by letting faster scripts run while slower ones continue to do their work in the background - something our computers have been doing for a long time now. And the changes to third-party software integration should offer a huge boost to the browser's stability by keeping the core components of the browser safe from being modified. For the web developers out there, increased support for CSS, DOM and HTML5 is always a welcome addition, and the addition of the WOFF font format may further help page load-times and give web designers a greater range of choice. Discuss

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New Firefox Release...One Last Time?

Dell Computers announced today that it has now sold more than $6.5 million in product through links broadcast out to its Twitter followers. The company has more than 1 million followers on Twitter, a handy gift from Twitter Inc. via prominent placement of Dell on the Suggested Users List shown to all new Twitter users. The news will no doubt be celebrated by social media marketers all the world over but I believe there's reason to be very skeptical of this tidbit of information. Sponsor Specifically, such celebration of sales through social media broadcast is unrealistic for most firms, it's overstated in Dell's case (if all $6.5m was made in one year that would mean 1 million people opted-in to get these ads and only delivered .015% of the company's annual revenue) and most importantly: such seductive facts detract from the real, much larger value of social media. That's listening. We offer below our article written in June, when Dell was heralding the number $3m. Much of the research is based on interviews we did for our ReadWriteWeb Guide to Online Community Management . Social Media ROI: Dell's $3m on Twitter and Four Better Examples Dell Computers announced last night that it has surpassed $3 million in sales via links from one of its Twitter accounts, making one of the most high profile examples of social media Return on Investment (ROI) all the more juicy. Telling your reluctant boss that social media is worth using because Dell made $3 million on Twitter, however, runs the risk of encouraging e-commerce broadcast as the model for engagement in conversation. Other, more conversational, examples of ROI make important additions to c The @DellOutlet account has more than 600k followers on Twitter and frequently posts links to discounted computer hardware. Revenue from those links is great to be able to point to, but there is a risk of reinforcing traditional business thinking where it is not fully appropriate. New media is a new world and while the ultimate bottom line is important, many participants argue that the greatest benefits of engagement do not draw a straight line to the cash register. Building a strong community of customer advocates, listening to community concerns and discovering new business and product developement opportunities are softer benefits of social media engagement that skeptics often don't see when they presume that old-school methods of pushing calls to buy is what should be done on these new channels. Hard and soft ROI are matters we focused on extensively in the ReadWriteWeb Guide to Online Community Management , our first premium report for businesses. Dell itself does a lot of listening and conversation from this same Twitter account. The public benefits of that conversation have been all but lost now that Twitter has changed its policies regarding the visibility of public @replies . Dell followers no longer see public replies sent to other followers they themselves aren't following. That's a major lost opportunity for public education and good will. As Pandora community manager, Lucia Willow, told us in an interview for the Guide: "I intentionally respond to most customer service messages with private direct messages. If it's a question that a lot of people have, then I answer back publicly with an @ message." Shhh...those public conversations are now invisible, for Pandora, for Dell and for all the rest of us. Though Dell reports good results from Twitter over the last two years, changed policies over the last two months may require a change in the way the company uses Twitter if it wants to keep seeing those kinds of results. Four Better Examples of Social Media ROI That Dell has made $3m from Twitter links is cool, and it's a good arrow to have in your social media advocacy quiver, but here are a number of examples we think better capture both the bottom line and some of the soft benefits of conversation. Joe Cothrel, Chief Community Officer at enterprise online community vendor Lithium , gathered these numbers in 2007 and we included them among other resources in the RWW Community Management Guide. These examples reference older related forms of online social interaction, but they also concern far greater sums of money than $3m. A Cisco study in 2004 found that 43% of visits to online support forum are in lieu of opening up a support case through standard methods. Cost per interaction in customer support averages $12 via the contact center versus $0.25 via self-service options. (Forrester, 2006) Jupiter Research (now Forrester) reported in 2006 that customers report good experiences in forums more than twice as often as they do via calls or mail. Ebay found in 2006 that participants in online communities spend 54% more than non-community users. Better customer experiences, far lower support costs and more buying activity in the long run. Those are observations that can help provide context to the high-profile example of Dell pushing e-commerce links out over Twitter. Dell is clearly doing a lot of the same kind of customer service via social media that the companies above cite, but watch out for falling into the trap of telling your reluctant boss that Twitter is important because Dell bagged $3 million there. Interested in learning more best practices for online community? Check out the ReadWriteWeb Guide to Online Community Management . Thanks to Ben Parr for sharing the Dell Community announcement link. Discuss

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Don't Tell Your Boss: Dell Made $6.5m on Twitter

Twitter turned on its long-awaited Geolocation API today, meaning that users can opt-in to having their messages annotated with their exact locations. The significance of this is made clear by comparing it with last week's release of 500 million time-stamped Twitter messages for analysis. "You take this data, mash it up with any other very large corpus of data with timestamps," Flip Kroner of data marketplace Infochimps told us, "and you've got a web app." Today's announcement of the availability of location data means the same thing: you take this data, mash it up with any other data with location information and you've got an app. From Digg or StumbleUpon for your favorite coffee shop to political and disease tracking - there's a whole lot that's possible. Sponsor Exposing location data is an opt-in feature for users, but 3rd party app developers are being told to "encourage your users to enable it by sending them to their settings page." Users will have to be both prompted and incentivized. Fortunately, a location-aware Twitter experience is something that will enable developers to deliver value to individual users immediately and in isolation - it doesn't have to be one of those situations where "this will be cool once other people I know are using it." With the announcement today of Twitter search results being added to Yahoo News searches, Twitter data is now being used by all three of the major search engines. (Google's implementation is still forthcoming, but the deal is done.) It might be one of the big players, but it's more likely to be small innovators that make creative use of the new location data. These are possible Twitter use cases, but the standardized Activity Streams spec that Facebook, MySpace, Netflix and others now support also includes a geolocation field - so if the walls around Twitter ever fall to interoperability then we could be seeing innovations like these across all kinds of networks. Here are some of the kinds of things we expect, or would like, to see. "Party Over Here" Bot: Automated Geo-Replies Want to know when you're near a certain type of public event, great wine shops or deals at Macy's? How about when friends, close friends or friends-of-friends are near? It's not hard to imagine a bot that you subscribe to on Twitter, that then auto-subscribes to you, notices when you "check in" at a new location and automatically sends you a reply when whatever or whomever you're interested in is near that location. How about a bot you can Tweet "@whereami" to and that @'s you back with a link or stats about the location you're in: nearby restaurant reviews, notable landmarks, crime rates, apartments for rent. Talk about augmented reality! How about a bot you can Tweet "@whereami" to and that @'s you back with a link or stats about the location you're in: nearby restaurant reviews, notable landmarks, crime rates, apartments for rent. Talk about augmented reality! There are all kinds of bots built on Twitter already, but one that can mash-up your physical location with its data store is going to be a lot more useful than a bot that tells you when a sensor noticed your plants need to be watered. These are the kinds of services that will incentivize Twitter users to expose their location data. Assuming a substantial number of people make that choice, here are a few other examples that come to mind. Articles Being Shared From This Coffee Shop Today Include... Imagine being the location-equivalent of Digg-submitter of your favorite coffee shop's hottest online articles each day. Most Twitter search engines index not just the 140 characters in a message, but the text in links being shared as well. If you think people like being the Foursquare mayor of a popular coffee shop, imagine being the location-equivalent of Digg-submitter of your favorite coffee shop's hottest online articles each day. Think people just stare at their computers in public these days? A service like this could shake that up. How about a StumbleUpon implementation that lets you stumble and read articles from people who've Tweeted from the same place you're in. Imagine walking down the street and considering two competing coffee shops; what's been on the reading list of each today? News at 11: Local Interest Survey Tool Think local TV news and newspaper companies would be interested in a stream of hot topics in their local area? They'd be foolish not to; what a great way to discover breaking local news to report on. Does your local newspaper print a selection of letters mailed in each week, but list the number of total letters received on the hottest topics of the week? Imagine capturing that local chatter from a much larger sampling of people. Local tweets plus an entity extraction algorithm. Cop Watcher Imagine taking a map of tweets discussing criminal activity, or police misconduct, in a city and comparing it with a map of the same from local police agencies. Some places that warrant more official attention could be exposed. Inventory Forecast If people in a certain city are twittering like fiends about a new product hitting the market, store orders, marketing and other parts of the supply chain could benefit from an earlier warning about it. Politics & Marketing People in Oregon are sharing a Huffington Post article about today's health care reform announcement a lot? In Seattle, Washington perhaps not so much? Political organizers of a certain persuasion could find that information actionable. Want to know what news outlets are on the ascent with people of a certain political persuasion? Cross reference your shared links from users in a location and a map of political contributions for the last election. Want to know what news outlets are on the ascent with people of a certain political persuasion? Cross reference your shared links from users in a location and a map of political contributions for the last election. How about unearthing Twitter users posting about environmental issues who also live in areas with environmental issues that an organization is working on. Want to measure local effectiveness of marketing campaigns? Imagine Radian6 or ScoutLabs using the location API. That's only a mater of time. Flu Trends+ Think Google's use of search data to map out global disease trends is cool ? Why stop there? How about pro-active messages (via Twitter) when there's an increase in messages about being sick in your area? Of course all of this will work better if more people are using Twitter and if people expose their location data, but that may very well happen. Prompting and individual incentives could be big drivers. The degree to which Twitter data is open for analysis by outside parties is a huge asset. What would you like to see cross-referenced with Twitter location data? Thanks for visiting ReadWriteWeb - we want to thank P2P-powered real-time search engine Faroo for making it possible for us to bring this site to you. Faroo is an innovative way to find out the hottest, freshest content on the web. Like SETI-at-home, Faroo's distributed architecture is indexing the real-time web while ensuring user privacy by avoiding centralized storage of data. The company says it can do things with Chinese-language content that no other real-time search engine can, too. Check it out at Faroo.com. Discuss

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What Twitter's New Geolocation Makes Possible