Friday, November 10, 2017

Our code of ethics needs to grow as new technologies change our definition of ‘life’

BY: DUSTIN BATTY
What does it mean to be human? What does it mean to be alive? These are questions that may seem silly or redundant right now, but will need answers in the near future. As technology continues to advance, our conceptions of life and humanity are set to be dramatically changed. Because of this inevitability, official discussions about ethics and regulations must begin so we are not unprepared when they come into existence.
There are three major categories of technological development that will require much ethical consideration before their corresponding entities come into being. They are the creation of the artificial entity (AE), human augmentation and the cyborg, and human cloning.
I am using the term “artificial entity” rather than “artificial intelligence” to distinguish between the AI of today, which is a tool, and the much more technologically advanced AE of the future. An AE is a conscious, sentient, and sapient entity artificially created by humans via computer programming. The pivotal question that must be addressed is, Can the AE be considered alive? Let’s say it is self-aware, has emotions and independent thought, but was created by a programmer and has no set physical body. Is it alive?

If the answer is yes, then we need to determine what rights it has as a living entity, what kinds of laws it must follow, etc. If the answer is no, then we may not need to consider problems of laws or rights, but this decision may create difficulties when considering the next group of future entities: cyborgs.

The word ‘cyborg’—an abbreviation of the term ‘cybernetic organism’—is generally used to describe humans who have been augmented with technology to a point beyond natural human capabilities. In A Cyborg Manifesto, Donna Haraway—a respected technology and feminist scholar—explains that even now, many people can technically be considered cyborgs. For decades some people have depended upon glasses, which drastically improve their eyesight. A more recent example would be our current dependence on smartphones and the need to constantly be connected. Though not everyone has bought into this lifestyle, the trend is constantly growing.
As of now, cyborgism hasn’t developed to the point where we really need to consider a new system of ethics. However, that time may come soon. Already, brain-computer interfaces are being developed that allow people to interact with external objects just by thinking about it. It is likely that mental augmentation will be a possibility in the near future.
The ethical concerns that arise from these technologies mostly relate to personhood and individual identity. At what point in mental augmentation does someone stop being the same person? And if someone’s augmentations reach the point where they are no longer the same person, then we reach the same issue as with the AEs: Are they still technically alive? Are they still human? If not, then do they require specific rights and laws?
The final technological entity yet to address is the human clone. Cloning technology has already been developed, and it is improving every year. Dolly, the first cloned sheep, was born more than twenty years ago. The religious order RaĆ«lism claimed that they successfully cloned a human who was born in 2002, though this claim was never confirmed. Nonetheless, the technology for human cloning either already exists, or will soon.
The ethical controversy that surrounds human cloning centres on their status as humans. Some believe that clones ought to be considered no different from any other human, though others believe that clones are inherently subhuman and would be missing some essential element of humanity. The UN has made a declaration about human cloning ethics, stating that human clones will have the same rights as natural humans, as describedin the Universal Declaration of Human Rights. Law and technology scholar Kerry Lynn MacIntosh points out that the human cloning declaration is dangerously inconsistent, though. She argues that “human clones will lose their parents to prison and be stigmatized as subhuman duplicates who are unworthy of existence,” if the UN’s stance remains unchanged.

At the moment, most laws and regulations focus on preventing human clones from ever being born. As MacIntosh notes, though, an infertile couple with a great enough desire for children will go to any lengths to have them, whether or not they are legal. Once the technology exists, clones will be born, and we need to be prepared for that inevitability. In fact, MacIntosh argues that the laws prohibiting human cloning will be the main reason for clones’ subhuman status, and that we need to embrace clones as legal entities in order for them to have equal status in society.
As with the AEs and cyborgs, I do not know what laws or regulations will need to be implemented to address the existence of human clones. I am not writing to provide answers, but rather to pose questions and encourage dialogue. The future is closer than we think, and the first generations of these entities deserve the rights, dignity, and respect that we expect for ourselves.

[Source Site: http://www.theplaidzebra.com/code-ethics-needs-grow-new-technologies-change-definition-life/]

Thursday, November 2, 2017

6 Unforgettable Mistakes in Content Distribution



Content distribution is a crucial step in any marketing strategy. Content marketing can be highly effective, however, without clear goals, quality content, and a distribution plan, you are investing in the activity with a very low payoff. 

According to the survey conducted by Marketing Institute and MarketingProfs, 88% of businesses use content marketing. But only 55% of them say that the distribution methods they use are effective. This is a big issue.

Fortunately, there are certain reasons why your content marketing strategy does not work. In this article, we diagnose some of the biggest mistakes marketers make when implementing their distribution plan, and advise how to avoid them.

Mistake #1 - You are not Diversifying Distribution

A classic content marketing funnel focuses on leads and works this way:
The content is published on a website
The content is distributed through various channels including social media, ads, landing pages, infographics, etc.
The published link leads potential customers back to your website.


According to this scheme, everything should work perfectly. But what if it does not? This traditional model is missing one important factor: people who read content on Twitter or Facebook prefer not to leave these platforms.

The Fix: Stop focusing on attracting people to your website. Instead of this, publish meaningful content on those platforms and engage users right there. Modify your content into the full-length posts, or video graphics (in case of Twitter) and adapt to the new model to get more views and engagement outside your website. 

Mistake #2 - You are Using the Wrong Platforms

According to the Marketing Institute, LinkedIn, Twitter, Facebook, and YouTube remain the top social media platforms. Instagram use increased from 24% to 29%, whereas Google+ has decreased slightly.

Having this information in mind, it’s imperative that you find your audience. Who are your potential customers and where do they spend most of their time? 

The Fix: Look at your competitors and identify the platforms where they have social media pages. If you have a busy audience, explore Twitter and get the most out of it by tweeting at least twice a day.

Consider these numbers from HubSpot:
25% of all internet users, the majority of them aged 30-49 use LinkedIn. Therefore, this platform is best for B2B businesses and those targeting qualified professionals, especially freelancers.
72% of all internet users have a Facebook account and 70% of Facebook users check their accounts at least once a day. Therefore, this platform is a must-have channel for any business.
71% of all Pinterest users are women of varied ages and they usually spend about 50% more when making online purchases. Therefore, this is the perfect platform for e-commerce promotion.
500 million people log into their Instagram accounts daily. It’s a great platform for keeping your customers informed on any news and general brand promotion.


Mistake #3 - You Don’t Reoptimize Content

If you only create new content and forget about the old stuff, you are throwing your time and money away. Re-using or re-optimizing your content is an important part of content distribution as you not only givie it a new life but also save money. 

The Fix: Add images, videos, and infographics to your old content; re-optimize it to improve your ranking in search and optimize it for mobile phones to reach out to more readers. Take note that 1 in 10 blog posts is compounding, and it’s those posts that generate up to 38% of the website’s traffic. Analyzing your website visitors’ behaviors will allow you to identify those most successful posts that you need to boost.

Mistake #4 - Incorrect Timing

Making posts or sending emails at the wrong time can ruin your entire content marketing campaign. According to one study, 23.63% of all email opens occur within the first hour after delivery. Within the second hour after delivery, the results drop by half. 

The Fix: Start researching the best time to post on social media and time when your audience is most active. If you are located in Europe but target Americans, take this into account when planning your distribution campaign. In addition, consider your audience’s occupation and their daily schedule by researching work hours in the targeted regions. 

Mistake #5 - You’re not Using in Paid Campaigns

Although the use of paid methods has increased over the last year, only 52% of marketers use them to promote and distribute content. However, it can be difficult to achieve high results by relying only on organic traffic. 

The Mistake: Start using paid distribution platforms, place your articles and advertise on high authority websites. Don’t worry about the extra money you should spend on ads; it will cost you only cents per click and give you more predictable results.

Mistake #6 - You’re not Using Guest Posting

Guest posting has become one of the most efficient content distribution techniques in 2017. However, many people still disregard it in the wake of Matt Cutts, who was on the Google’s spam-fighting team, declaring the “decay and fall of guest posting.” It might be interesting for those concerned to consider that Mr. Cutts published his piece on guest posting in 2014 and went on to take leave from Google the same year. Meanwhile, guest posting lives and thrives. In fact, over 62% of people consider blogs with multiple authors to be more credible. Therefore, inviting guest posts from experts is widely encouraged.

The Fix: To make good use of the marketing opportunities offered by guest posting you should not only distribute your content this way. You should encourage other niche-relevant experts and influencers to post on your own blog. Work out mutually-beneficial agreements with the most authoritative blogs in your niche. Note that guest posting will be effective only if:
You post your content on relevant blogs.
The quality of your content is high.
Your content is not spammy but actually valuable to the readers.
Keep in mind that articles with more than 1,500 words generate 68.1% more Tweets and 22.6% more Facebook likes. 
Final Thoughts

A successful content distribution strategy requires investments of your time and money. In the age of top-notch branded content, it has become harder to break through the noise and reach your customer. If you are not delivering quality content on time and through the right channels, then your readers may eventually leave you. That’s why you must think about your current content marketing strategy and examine the list above. If you make the same mistakes, ask yourself, if they are costing you money.