The Duck Call

Happy 2012! The Roundup is back, well-rested and raring to go—and we've got some ideas for resolutions that will strengthen your online communications in the coming year.

• Just in case you haven’t heard yet (from the predictable cacophony of complaints), Facebook announced some major changes last week. Individuals’ profiles are becoming “Timelines”, users no longer have to “like” your organization’s page to interact with it, and Mark Zuckerberg’s running for president (alright, I made up that last one just to see if you were paying attention).

• We know it's important to test and optimize our landing pages, but let's get down to brass tacks: what's really involved? Danny Iny on Copyblogger offers a great step-by-step guide to split-testing, including everything from picking your variables to recognizing results when you see them.
• New from Twitter: promoted tweets are popping up in timelines everywhere.

• As Katya Andreson points out, it's important to appeal to your supporters' emotions when you're trying to convince them to give money or take action. Wondering what that looks like? Here's a great example: a clever, compelling video from Friends of the Earth that encourages viewers to make a connection to their cause.
• Inspired?