Talking about the weather is a common British trait, however recently it seems we are constantly having the ‘worse weather ever’ according to some media outlets, and it’s not just climate change that is to blame.

The media is well known for its sensationalists headlines, obviously designed to help sell newspapers. As the media increasingly transfers their focus to the digital age they are moving to a modern equivalent – Click Bait.

Click bait is described as ‘content, especially that of a sensational or provocative nature, whose main purpose is to attract attention and draw visitors to a particular web page.’ It is often a successful short term strategy in driving traffic to your website – however in the long term this tactic can diminish trust and damage your brand.

Back to the weather – as the headlines have shown this winter we have constantly been sold stories of impending doom, where often we have suffered from little more than what just is Winter.

And it is tempting to do this. I have seen that by sharing stories of impending doom about the upcoming weather these posts receive higher than normal rates of engagement and sharing. This in turn results in higher levels of organic views on Facebook as it’s algorythm sees these stories as interesting and shows them more often.

But is this a long term tactic for driving traffic? Maybe eventually people will wake up to the fact that many of the warnings simply don’t happen aka The Daily Express ‘Four Months of Heavy Snow’.

We can only hope that more people will realise and stop clicking these links, oh, and that the weather get’s better.

Photographic memories have always been precious, and like the printed versions digital photographs are at risk from fire or other losses. If you have only saved your digital photographs on a local drive, then if this drive fails you could quickly loose images that can never be replaced.

Backing up your digital photographs is the best way to make sure those moments in time are kept whatever happens. Watch this video where I tell you the best ways to make sure your digital memories are kept secure.

With the number of social media users projected to reach 2.5 billion by 2018 I would hope by now that even the most ardent social media denialists will be able to accept that social media is not going anywhere soon.

Businesses extensively use social media as part of their activities including for customer service, where efficiencies and savings can easily be demonstrated; and for marketing where both paid and earnt activities can have a huge impact on the reach of a campaign.

Despite the use of social media by businesses maturing, still many struggle to measure the impact of their social media. They struggle because often it is difficult to accurately attribute the benefits of particular activities, especially where you have activities across a number of mediums. It is easy to count the number of followers, retweets, post likes etc actual impact on the bottom line that you can directly attribute to social media is harder and sometimes impossible to record accurately.

If you are experiencing the challenge of measuring the impact of social media on your business, as you can see from this survey by the CMO you are not alone. However as the share of marketing spent on social media increases the need to measure becomes even more important.

Important things to look at when measuring social media:

• Put measurement in from the start of your campaign, not an afterthought
• Agree what you are measuring against – what good looks like – otherwise the social media denialists will move the goalposts
• Accept somethings cannot be measured accurately and see these as indicative measures
• Attribute indirect influence by measuring trends over time
• Keep it simple – by attempting to measure too much you will end up measuring nothing

Finally social media can be of huge benefits to your marketing activities, however where it cannot provide the measurement you would like to see – ask yourself if your other activities could provide that information before dismissing using social media for that purpose.

In a now annual event, the media mocks us for using passwords that are criminally easy to guess. Despite this we continue to ignore the warnings and choose simple passwords but to be honest it is not our fault.

Why? Well online services both make it too easy to allow us to choose a common password, they could easily block these after all, and too hard by varying rules for what you have to use ie: including a capital or not from service to service.

Other reasons we pick rubbish passwords:

• It’s too hard to remember a different password for every service
• It doesn’t seem to be that important – until we are hacked
• We fear forgetting them so try and pick something easy to remember

One policy that really annoys me is organisations who insist you change your password periodically. This often forces people to choose something even simpler as they know they will have to come up with something new in a month or so. It would be far better to encourage people to create a complex password they can stick with unless it becomes compromised.

I created this video for BT to help guide you on how to create a more secure password that is easy to remember, the formula for doing this is thanks to advice from presenter Leo Laporte.

Truth to be told, the only way this problem will be fixed is via biometric passwords and behavioural monitoring. As with the latest iPads and iPhones you will in the future be able to login via your finger or other biologically unique feature. Additionally behavioural monitoring will be able to add an extra layer of protection, learning about elements of how you use devices then requesting extra verification when these behaviours change.

Oh, and the most common passwords for 2015 are (with change on 2014 in brackets)

1) 123456 (unchanged)

2) password (unchanged)

3) 12345678 (up 1)

4) qwerty (up 1)

5) 12345 (down 2)

6) 123456789 (unchanged)

7) football (up 3)

8) 1234 (down 1)

9) 1234567 (up 2)

10) baseball (down 2)

11) welcome (new)

12) 1234567890 (new)

13) abc123 (up 1)

14) 111111 (up 1)

15) 1qaz2wsx (new)

16) dragon (down 7)

17) master (up 2)

18) monkey (down 6)

19) letmein (down 6)

20) login (new)

21) princess (new)

22) qwertyuiop (new)

23) solo (new)

24) passw0rd (new)

25) starwars (new)