Category Archives: what I do

Representing a Company in Public Internet Forums

Being an official company representative on the Usenet (or any other online forum) is hard, especially when the company you represent is the 800-pound gorilla in its particular niche. The attitude out there is often “large automatically means evil” – kinda like the public attitude towards Microsoft.

So I came in for a lot of flak during my years representing Adaptec/Roxio online, and some of it got personal. I mostly let it roll off my back (though I spent hours composing witty, sarcastic replies, which I rarely sent – sarcasm and irony do not come across as intended in email). The allegations which bothered me most were those that I lied on behalf of the company – I was always scrupulously honest. During my last months of representing Roxio on the Usenet, someone called me (repeatedly) “a lying bitch.” That thread went on for days, becoming a flame war between my detractors and my supporters. I finally weighed in myself:

Subject: The Bitch Bites Back
Date: Tue, 05 Jun 2001 10:57:42 +0200
From: Deirdre’ Straughan
Newsgroups: alt.comp.periphs.cdr

All right, folks, it’s time for the subject of all this to put in her own piece. I begin by quoting Elizabeth Hilts, author of Getting in Touch With Your Inner Bitch:

“There is a powerful and integral part of each of us that has until now gone unrecognized, its energy largely untapped… It is the Inner Bitch… The Inner Bitch is not that part of ourselves that is sometimes stupid, or mean, or humorless. She neither indulges in self-defeating behavior, nor does She abuse herself or others. The Inner Bitch does not engage in petty arguments, even for sport. Why bother? The Inner Bitch never enters into a battle of wits with an unarmed opponent.”

I recommend this book to anyone who’s ever called a woman a bitch and thought it was an insult.

My “real” title in the realm of CD-R used to be well known out here, but I haven’t publicized it recently because my sense of humor was misunderstood by some colleagues. [That unofficial title, bestowed on me – lovingly! – by friends, was “the Bitch Goddess of CD-R”.]

“Lying”. That is slander, because it’s not true. If anyone has any proof that I have ever intentionally lied to any customer, here on the Usenet or anywhere else, I invite them to step forward with it.

As for the rest, my other guru, Miss Manners, would likely advise that the best response to coarse insults is a dignified, ladylike silence. And if you think a bitch can’t also be a lady, you have a lot to learn.

Naturally, this didn’t convince the troll of anything: years later, he is still slandering me out on the Usenet.

Google AdNonSense

Everybody’s putting Google ads on their sites these days – and writing about it – so I’m hardly original. But seeing some of how it works, and wondering about the rest, has made me take sharper notice of ads on other sites.

Google analyzes the text of each page its ads are placed on, so as to place ads suited to those pages. I know that my site is tricky; each of my articles tends to bounce around several different topics, and the search engines were already confused – people arrive at my site via the unlikeliest searches. For example, my page about bras is consistently among the most-visited on my site. People arrive there via many different search terms, but most probably weren’t looking for a discourse on the difficulty of fitting bras and a rant about visible bra straps. Google has sensibly placed there ads for sites where you can actually buy bras, so perhaps in the end some of these people find what they’re looking for (and I get money when they click through – yay!).

Some of the other Google placements are odd. The Google algorithm doesn’t seem to be good at distinguishing words used in different ways or contexts. An article about the Supreme Court’s ruling on the words “Under God” in the Pledge of Allegiance had two Google ads at the bottom. One was for a Christian history site titled “Fighting for ‘Under God'” , which links to an inarguably appropriate site. But the ad listed above that in the Google box was for an offer on Pledge, a brand of furniture polish.

My article on the education of Muslim students in Italy initially came up with three links for Scientology and one for some other religious thinker. Ugh. I do not care to have my site support Scientology, a money-making scheme disguised as a religion by its inventor (who was a science-fiction author – shouldn’t that tell us something?).

Fortunately, Google allows me to filter out URLs I don’t like, so my site will not display ads linking to those sites. It appears, however, that keeping the Scientologists off my pages will be a daily task – they use many different domain names, I’ve axed five or six already. I’m filtering other things as well; apparently all sorts of loonies pay for their sites to come up when the word “Muslim” is searched. Interestingly, one of the links was to a Muslim dating service (I didn’t filter out that one).

My article on The Great Global Conspiracy predictably turns up ads for the Zapruder film, two political sites, and “American Civil Religion – Search our Database of 101,000 Essays for American Civil Religion”. This latter links to essays.com, a site selling essays and term papers, whose disclaimer disingenuously says: “The papers contained within our web site are for research purposes only! You may not turn in our papers as your own work! You must cite our website as your source! Turning in a paper from our web site as your own is plagerism and is illegal!”

Ethical questions aside, would you want to turn in a paper from a site which can’t even spell “plagiarism” correctly?

Redesigning My Website with Dreamweaver

(Note: This refers to an older version of the site, before I moved it to WordPress.)

I’ve recently upgraded my software skills. I’ve been learning to useDreamWeaver (a vast, complex, and very powerful website creation software) with the help of lynda.com, recommended to me by a friend. Lynda provides software training in the form of online videos; for $25 a month, you can go through any of their courses, in whole or in part, at your own pace. I would not normally have had the patience to sit through hours of watching someone explain software, but it was just right for my semi-brain-dead state at the time, and I learned enough to completely overhaul my own site.

I had been using a very old version of Microsoft FrontPage. It used to do everything I needed, but the site has grown far beyond anything I had originally imagined, and I couldn’t make design changes without doing them manually on every single page – and there are over 200 pages now. I was also embarrassed to realize that the underlying technology of my site (plain, old-fashioned HTML) was woefully out of date – not a good showcase for my supposed web-building skills.

So I have redone the site completely, using DreamWeaver’s template and library features and CSS (cascading style sheets) to create and manage a complex design. Next time I feel like completely overhauling it, I may go all-CSS, the still-more-modern way do websites.

I bought more server space, so that I don’t have to take things out in order to put new things in. I have so much room now that I have posted all the completed (or nearly) chapters of my fantasy novel, “Ivaldi”; you can download them here. I will also, over time, add many more photos to the site.

Although the main purpose of the site is vanity publishing, I also use it as a laboratory for online marketing, as discussed earlier. And it wouldn’t be terrible to actually earn something on it, in return for all the effort I put in.

Traffic to my site is decent, considering my marketing budget of zero; it’s been rising steadily, and currently stands at about 250 visitors per day. In that previous article, I discussed how this was achieved. It’s an ongoing process; I drop by some online groups most days, partly to keep traffic flowing to my site, but, on some, more because I’ve made friends there and enjoy the company. And my presence has netted me at least one client – see my newest baby, Tartarugatours.com.

Commonly-accepted wisdom is that it’s impossible to make money from sites that are primarily about the words written on them; even if you’re the New York Times, you can have droves of visitors as long as you’re giving it all away, but the minute you ask for money, most of your audience vanishes. So what’s a starving webmaster to do? No one is paying for my writing (not on the web, anyway), and I don’t have anything to sell except my skills.

Could I get people to buy things linked from my site, so that I get a cut? I’ve been trying that for a while, with the Amazon links that you find all over the site. I’m trying to be honorable about it – I don’t recommend anything that I haven’t actually read or seen myself, and I don’t provide general “buy from Amazon” ads. Perhaps because of these limits, I’ve netted a grand total of $18.67 from Amazon.com thus far, and a big fat zero from Amazon.co.uk (wassamatta – don’t you Brits read anymore? <grin>).

So now I’m experimenting with the classic source of Internet revenue: paid advertising. I’m trying out Google AdSense. The deal is that I add some code from them (Javascript) to whichever of my web pages I desire. There are a variety of ad types and sizes to choose from, and it’s possible, as I have done, to customize the colors to match your page. Once it’s in place, the Google code scans the page, and serves up ads related to the text on the page. When anybody actually clicks on an ad link, whether they buy anything or not, I earn money.

I’ve started this experiment with some of the most-hit pages on my site. Many of you who read this newsletter originally found me because you’re interested in Italy, so you may be surprised to hear that my most popular pages are not the Italy ones, although the Italy section is the most popular area of the site (and the biggest).

The most common entry page on my site – that is, the first page that many visitors see, usually because they have been led to it by a search on Google or Yahoo – is about Buffy; I think most people are finding it as a result of searches for photos of Amber Benson and other Buffy and Angel cast members. Which is interesting, because, if you go to Google’s image search and type in “Amber Benson” or “James Marsters,” my page is far from the top of the search results. This means that people are digging a long way into their search results to get to my page. Fans are always looking for new material, I guess; at least my photos are original.

So I placed a Google ad spot on that page. The context-sensitive ads showing up here are predictable: action figures, comics, and Buffy DVDs from Amazon (I have also maintained my own Amazon link at the bottom of that page). Another popular page is the miniskirt one. This was a little harder for Google to deal with; at the moment it’s showing an ad for designer mini-kilts (expensive ones, at that).

There are some glitches. Although I’ve specified that the site language is English, ads have turned up in German and Italian – the latter logically enough, on my restaurants page, which contains many Italian words and names. Can’t quite figure out where the German came from.

So we’ll see how it goes. I may never earn much money on this, either, but it’s something new to play with and learn about.

My Technical Writing

WinOnCD Documentation

User comment from CNet on WinOnCD 5 (US release, November 2002): “I definitely am not a techy and I had no problems. The reason is because I carefully read the manual. The manual is detailed. It took a number of hours to digest. There is a learning curve, but after some practice everything worked as described.”

“…Roxio’s excellent online help is friendly and logical…” – Review of WinOnCD 6 in PC World (UK), February, 2003.

Kudos from Long Ago

Manual for Easy-CD Pro, reviewed in InfoWorld, June 6, 1994:

“We generally don’t expect documentation to be better than the program it describes, but in the case of Easy-CD Pro, it is. Even though the product design is inconsistent, the 100-page manual does a great job of explaining the product from a functional point of view. It is cleanly printed, well indexed, and conceptually informative… On-line help is beautifully organized and cross-indexed, and context sensitive almost everywhere.”

How I Got My (First) Job in Italy

I don’t claim to be a comprehensive resource on any aspect of living in Italy; my reasons for being here are different from some others’: I married into it, which made getting a visa (permesso di soggiorno) and permission to work relatively easy. And that was years ago, so what little I remember about the process is probably out of date. There are sites with expertise to offer about the law and other technicalities; you’ll find some listed here.

When I first arrived here, I had been a mostly stay-at-home mom (in New Haven) since Rossella’s birth, and I was ready to go back to work. I had very little experience in job hunting anywhere, let alone in Italy. One of my major saleable skills was desktop publishing, which in those days was still an arcane art that could be sold as a third-party service. The closest thing I could find in the Milan Yellow Pages was “editoria elettronica”. Neither Enrico nor I was sure what that meant, but I sent off a resumé and cover letter to each of the four or five companies listed. Deafening silence ensued.

I pounded the pavements, taking my resumé to computer firms that might need someone who knew how to put systems together and train people to use them. Showing up with a resumé at an office where no one knows you is not the done thing in Italy; people stared at me uncomprehendingly, and at one place they literally laughed in my face.

I didn’t know what else to do to find computer work. Contacts are all-important in Italy, and I had none in the high-tech field. I did get a few translation jobs, thanks to my father-in-law. This was also the period in which I accidentally became a computer journalist. I could have taught English, but the idea didn’t attract me, and I didn’t want to fall into teaching as a career when I had other skills that ought to be far more valuable.

In June (1991), Enrico had a chance to return to Yale for an academic visit, and Alitalia happened to be offering two-for-one tickets. I figured that, if I couldn’t find work, I might as well go on vacation. So we left Rossella with her grandparents and prepared to take off for a week. This was on a Sunday morning. We were putting luggage into the elevator when the phone rang. I answered it, and the conversation went more or less like this:

“My name is Caffarelli. I received your resumé a while ago. Could you write a software manual?”

“Uh, yes, I guess so.”

I had never actually written a manual, but I had designed and written course materials to train people in using desktop publishing software, and had worked with a friend on a manual he had written for a deep-ocean exploration and recovery apparatus. I didn’t think I’d make a fool of myself in the attempt, at any rate.

When I returned from the trip, I went to meet Fabrizio Caffarelli, who had founded a software company in Milan a few years before. The software in question was for optical character recognition, which I actually knew something about – I had beta-tested some scanners and software, back when a 100 dpi black-and-white scanner cost $10,000. So I wrote the manual, in English, and it was “simultaneously” translated into Italian by Fabrizio’s niece Cristina. We had a great time doing it.

At the end of the six weeks or so that the project took, Fabrizio said to me: “I like the way you work but, unfortunately, I don’t have any more work for you right now.” We parted on good terms, and I recommenced the job hunt (well, not until September — no one does anything in Italy in August). I wrote a few more articles for computer magazines, and began to wonder whether I could write a book about something computer-related, perhaps in Italian. I was casting about for a topic when Fabrizio called, sometime in November. “Would you like to write a book with me?” he asked.

So we wrote Publish Yourself on CD-ROM, published (in English) by Random House. It was one of the first books in the world to include a CD. We didn’t get paid much for writing it (and Fabrizio took the lion’s share of what little there was), but I made some extra money on the deal by desktop-publishing it myself, using FrameMaker software. I also used FrameMaker to create a hypertext version of the book to go on the disc, a skill which was to come in handy later on. The disc mainly contained a demo version of Easy CD 1.0; Fabrizio’s reason for writing a book was to publicize the software by showing how easy it could be to make your own CDs – if you had our software, of course.

By the time the book was published (January, 1993), I was working full-time for Fabrizio, writing software manuals and other materials, and doing just about anything else that came up. (The small-company environment suits me precisely because I get to wear a lot of different hats, and people aren’t so territorial about their jobs.)

Fabrizio moved the engineering team to California in late 1993, and, having conquered the 75% of the worldwide Windows market for CD recording software, sold the company to Adaptec in August, 1995. I was hired by Adaptec and had a very good run with them, and later with the Roxio spin-off, until I quit in 2001. Along the way I helped a few other people find work (hired some myself), in Italy and elsewhere. Most of the freelance work I’ve had since has come through friends: good karma pays off, I guess.

In sum, it’s hard to advise anybody on how to find work in Italy, except in these very general terms: be flexible and patient, meet a lot of people, and when opportunity knocks, be ready to leap on it.


Multitasking

Feb 4, 2004

I said, “I developed a new skill with Fabrizio: simultaneous translation and transcription. If he wanted something written in English, he would dictate it to me in Italian, and I would type it straight out in English. I’m not sure I could do simultaneous translation if I had to speak, but I can do it typing, as fast as he can talk.”

Mike L. responded: “According to recent studies, this is something that (almost) only women can do. The explanation behind this is that the female brain is better capable of handling multiple tasks simultaneously, such as translating and writing. The experiments were quite funny to watch. One person would read a series of words, while the test person was asked to repeat after him. Most of the females managed to speak just a single syllable (sometimes even less) behind, while most of the males had to wait longer. My explanation is that males are equally well capable of multitasking, but one task is constantly allocated to thinking about sex – sex – sex…