Social Cache.
A Nemo blog. Dealing with uncommon cents.

1. The author of Why No One is a Social Media Expert claims that “Branding yourself as a social media expert is as nebulous as branding yourself an expert on ‘Animals’ or ‘History’ or ‘Asia’ or ‘Sport’. These areas are simply too big and too complicated to be truly mastered in any one lifetime.”

2. Find out how to build an empire around your blog.

3. Is the Boston Globe soon to be the next victim in an increasingly tough American newspaper market?

4. With the iPhone gold rush, it may be entirely possible to develop an app and quit your day job.

5. JWT is shuttering its 118 year old Chicago offices due to the economy. It was responsible for classic slogans including “My baloney has a first name” for Oscar Mayer and “Snap, Crackle, Pop” for Rice Krispies.

6. Could the end of the music album as an organizing principle finally be a full-blown reality? Dave Allen asks “In what part of digital music culture does an album-length piece of work now reside? I’ll answer that question – I believe it has no place in a digital future.”

7. The joke’s on us: this rebranding of Verizon turned out to be a hoax!

8. Many mainstream restaurant chains are struggling with empty tables and are in danger of shutting down completely. Analysts claim that the casual dining industry needs to close about 1,200 of its nearly 18,000 locations to regain financial health.

Because of the harsh economic climate, people are attempting to cut back on expensive extras. But, The Wall Street Journal is reporting that an undercurrent of guilt is pushing some to keep spending, even when they don’t really need certain items and services. A sense of empathy is sweeping over some who know that others are closer to the brink than they are. Instead of donating to charities and food banks, people are choosing to spend their money on those whom they’ve developed close personal relationships with.

Even though her fridge is already full, one lady faithfully spends close to $50.00 a week at a local ethnic market because she likes the family that owns it and knows that they’ve both taken on second jobs to stay in business. Another lady purchased breakfast at a local Starbucks three times a week, running up $80.00 in bills a month simply because she liked the barista. And, another pays $60.00 a month to have a gardener she’s known for 10 years mow her tiny lawn, even though she recently lost thousands of dollars in a personal business.

This handful of individuals might not reflect the entire U.S. but what these people realize is that their communities depend on small businesses (minus the lady that handed over her money to Starbucks) and they treasure the personal interactions that have been cultivated. Behind someone providing a service is a human being and most customers appreciate that more so versus the drone of a faceless corporation.

Our budgets now don’t just reflect the needs of ourselves, but often the needs of others as well. Though, it should be noted that there is also a sense of self-interest that keeps people spending money on everyday luxuries. They know that if they (along with everyone else) stop handing over their money, these businesses might not survive the economic climate and be there to service them when things improve.

The companies and the customers they serve are even more dependent on each other right now. Of course, rationality and personal budgets need to stay in check, but if you have extra money, give some thought to where you’re spending it.

USA Today reports that Germany has increased new-car registrations in Germany by more than 21% to 277,800 in February compared with the same month last year. These sales were achieved by the German goverment’s bonus to people who scrap older cars and buy new ones, an amount of $3,134 at Tuesday’s exchange rate. A buyer has to trade in a car at least 9 years old and agree to let it be scrapped. America, take note.

Conspicuous consumption has drifted away as consumers shift their incomes to necessities in these dreary economic times. Overall, U.S. retailers are reporting that January 2009 sales are down 9.5% when compared with the same period the year before.

All the same, it seems that we haven’t completely given up on shopping altogether. Forbes.com is reporting that there are 10 key stores that Americans can’t live without.

Notably, the list includes Urban Outfitters. For the most part, 20-something hipsters will find a way to shop no matter what and Urban has a unique edge by not mimicking every other mall chain store. Each location boasts a product mix that is often tailored towards regional trends. Sales have increased 22.8% over the last year.

On the luxury front, Hermes (where handbags can retail for upwards of $5,000) isn’t for everyone’s budget. Though to Hermes credit, it is known for quality, timeless designs. Many who can afford the price points would rather invest in one quality piece that will last for years instead of a handful of lower-priced, trendier items from brands like Coach (which is doing terribly).

On the electronics front, Amazon.com has held up well. The massive selection, free shipping and low prices have all contributed to its success. Amazon has prospered partly because they were smart in the beginning and built a sense of community with customer reviews and pushed the Site Recommendation Tool (which recommends items based on customer’s past purchases).

Other flourishing retailers include American Apparel (now the largest apparel manufacturer in the U.S.), Walmart and J. Crew (thanks to the free publicity via the Obamas).

The secret to these retailer’s continuing success relies heavily on differentiation, whether it be through service, product offerings, price points or ease of use. Additionally, many (namely Urban, American Apparel and Hermes) continue to offer items that consumers can’t get at every other chain store. Getting consumers to part with their hard earned money right now means offering a unique experience that they can’t get anywhere else.

For New York Fashion Week, at least half of the 200 labels that are showing have been around less than 10 years, with a quarter being less than five years old.

Though, the seemingly endless wave of fresh and brilliant new fashion talent may be slowing down. The economic downturn has many stores cutting fall orders by an average of 20% and smaller designers without financial backing are bracing for a turbulent year.

The New York Times reports that the fallout could be even more severe after Fashion Week has wrapped. Once the fall orders have been placed, it will be clear who survives (and who does not). The more stores that close, the more labels will fold.

In these trying times, designers are feeling the burden of small stores and boutiques who are taking twice or even three times as long to pay for their orders. Even worse, some stores that have gone out of business are leaving behind clothes that were ordered and produced, but never paid for.

To cut corners this year, designers are upping cost-cutting measures that include bypassing runway shows for more intimate showroom gatherings, using fabrics stockpiled from previous seasons and sharing pattern makers. The cuts and closures are mounting with no end in sight….