question:Wow, I didn't realize that surface waves are the most destructive. What can be done to prepare for earthquakes and minimize damage?

question:Can you provide more information on the viral scientist Neetzan Zimmerman and his strategies for driving traffic to Gawker? Generate according to: What Does This Guy Know About Virality That No One Else Does? How Neetzan Zimmerman, the viral scientist, drove 17.3 million unique visitors to Gawker in a single month, and how he keeps doing it. Reddit is a good place to find content for your start-up, business or clients. It's filled with golden gems. The top Reddit posts have been validity by its community since each goes through a voting process. Therefore, by using Reddit search and looking for content that have high karma points you are finding content that should perform well in other platforms. Ok, let's say that you work for a dating start-up, and need help with your content marketing efforts. Let's look for the top Reddit post on "love." My metrics based on previous experience for golden gems in this subreddit: 2000 karma points and over 200 comments. By looking at the Reddit post you see amazing stories that could be used within a blog post, an image, or a video. My wife loves pickles. They are her favorite food in the world. When she buys pickles, she buys two jars so that there is never the possibility of running out. If we run out of pickles, it is a BFD. When we first started dating, back before I learned about her pickle obsession, I stole the last slice of pickle from her plate. I pulled the "HEY, Whats that over there?" and pointed wildly. YOINK. Pickle gone. She was LIVID. Absolutely furious that I had eaten the last pickle in the house. For WEEKS, every day she mentioned the pickle. Years passed, and she'd still make comments along the lines of "Well atleast you didn't eat the last pickle. OH WAIT." etc. It's been 9 years since the pickle debacle . My wife, being 9 months pregnant has been having insane pickle cravings. Yesterday, she gave me the last slice of pickle in the house and said "I love you this much". TL;DR My wife loves me enough to give me the last pickle. We've been dating for five years and we have always gotten Cherry Coke as a drink if we are sharing. A few months ago we went to the movies and he came back, as per usual, with Cherry Coke. I said I was glad that we both loved that soda the most and he replied "I actually don't really like Cherry Coke but I get it because it's your favorite and you like to share." I can't wait to call this man my husband next September. Whenever I do something goofy she makes this one face where her dimples sort of scrunch up and her eyes light up. She knows I like to drink coffee out of dark mugs so she always tries to give me those ones. She'll randomly hug me from behind. She plays with my hair when I'm tired. She'll put her hair up because she knows I think her ears are adorable. Here's the AWESOME part. I posted 3 comments. This post has 6122. Awesome article by Morgan Brown! Hadn't heard of Neetzan Zimmerman, but now I have. Really great read Morgan! I'm curious to know if you think Neetzan's system is something that can be replicated and distributed among a team, or rather it's something more complex that only the right type of person would be able to learn and apply effectively. I think his system of identifying what's up and coming is certainly something that could be replicated. By building a viral seismograph, theoretically you could identify things that are gaining steam and then jump those to leverage some of the viral wins. What you'd need to develop is the seismograph to monitor, and then the pattern recognition that he has now, to guess what is going to go on vs. What is going to flame out. That seems to be something that is learned, and needs time. The hard part of course is building the distribution for the content. If you're ID'ing viral content and have no audience to share it with and propagate it through, then your efforts are going to be unrewarded. You need to build an audience who is primed to share, such as a Facebook fan base, some connected audience who can easily propagate the message along. I think there is a lot to learn from him though. I think the content identification can have major implications for all types of businesses. If you can ID topics that are gaining traction you can curate them and/or newsjack them for your own good.

question:Can you provide more insights into how Zimmerman builds his viral seismograph? It sounds like an interesting approach to identifying virality.

question:Here is a piece of text: After Douglas Hoppe downloaded the hot new online file-sharing program called KaZaa two weeks ago, random yellow hyperlinks began appearing on his fledgling music site. Hoppe became hopping mad when he realized words such as "jazz" and "hip hop" had become hyperlinks, sending potential customers to the site of BMG Music, one of the world's biggest record labels. Someone was hijacking his visitors, he thought. But Hoppe soon learned that when he installed KaZaa, he also unknowingly installed a bundled program called TOPtext, part of a new online advertising technology called ContextPro developed by EZula Inc. Of San Francisco. "It was like graffiti," said Hoppe, managing director of XenoMusic.com, a Hungarian firm devoted to Eastern European music. "I thought it was a virus or some strange upgrade that Bill Gates built into my computer," he said. "I wondered, 'Why are you sending my hard-earned visitors to (BMG), which already gets a million visits a day?' " TOPtext is an example of "contextual advertising," the latest attempt by online advertisers to reach the eyes and minds of Web surfers. TOPtext turns existing words on a Web page into hyperlinks that redirect a computer user to the advertiser's site. Critics such as Hoppe say TOPtext is an insidious form of online advertising that will prove even more annoying than the recent spate of "pop- under ads" that made the X10.com Web camera site at once famous and reviled. But EZula supporters say contextual advertising has promise because it is far less obtrusive than other forms of online and offline advertising while delivering only what a consumer wants. Founders of the 2-year-old Potrero Hill firm say TOPtext is effective. Since its launch at the end of April, ContextPro has garnered more than 1 million users and attracted about 30 advertisers, including Wells Fargo Bank and BMG Entertainment. "We make it as subtle as possible for the users to give them a tool that adds value," said EZula co-founder Henit Vitos. "We finally can deliver the promise of advertising on the Internet." The program works very simply. Advertisers buy certain key words or phrases that pertain to their business. An automobile-maker, for example, would buy words such as "car" and "gasoline." Once the program is installed on a computer and the Web browser is activated, it searches for instances of "car" and "gasoline" on any Web site visited and underlines them in yellow. The words then become a new hyperlink to the advertiser's Web site. When the computer user rolls the mouse cursor over the TOPtext word, it looks like someone marked it with a yellow highlight pen. Next to it, a small text box appears showing the advertiser's plug. Clicking on the word sends the user to the advertiser's Web site. If the highlighted Web site word was also a hyperlink, the TOPtext gives a choice of going to the original destination or the advertiser's site. TOPtext is gaining wide distribution because of a deal EZula made to bundle it with KaZaa, a new online file-sharing program that has become one of the more popular substitutes for Napster. Vitos said the 14-employee company is on track to become profitable "within a month or two." KaZaa was the fourth most downloaded program for PCs on the Cnet Network's Download.com site and has been downloaded 4.9 million times since July 11. For advertisers, the words are cheap -- about 15 cents per click, although the rates are negotiable, Vitos said. So far, people who are clicking on the highlighted words are following through with some sort of purchase or other action 25 percent of the time, Vitos said. "It's a very effective advertising platform," Vitos said. Jerry Quinn, media director for ITraffic, a San Francisco online ad agency that represents two clients using EZula, said TOPtext was attractive because it targets customers who are already thinking about a particular topic. "If you can link (advertiser's) Web site in the context of an article, you're talking about real relavance and you're going to get a better response rate," Quinn said. So far, the response to other types of online advertising such as banner ads, once thought of as the logical online extension of real-world billboards, has been spotty. The latest fad is pop-under ads. Unlike their more worn-out cousin, the pop- up ad that interrupts a Web site visit, the pop-under ads appear later. Pop-under ads helped Web camera seller X10.com get its product in front of 32.8 percent of the Web's entire audience from January to May, and collect 28 million unique visitors in May, according to Jupiter Media Metrix. But Jupiter analysts said the X10.com pop-under kept popping under so much it became an annoyance. Jupiter said 73 percent of X10.com visitors left the site in 20 seconds or less. "The pop-under in and of itself is a terrible form of advertising if it is overused and abused," said Jupiter senior analyst Marissa Gluck. "The data showed they annoyed customers." TOPtext, and similar technology introduced by NBCi's QuickClick (formerly known as FlySwat) and the now-defunct Third Voice Inc., are less intrusive, she said. "What we've learned in the past few years is that contextually relevant advertising performs well," Gluck said. But there's a limit to what people will accept before it becomes an annoyance, she said. One online ad executive wonders if EZula is already testing that limit. "At the highest level, contextual commerce can be a really powerful concept, " said Lex Sisney, chief executive officer of Commission Junction, an online ad firm in Santa Barbara. "It seems to me this is more of an intrusion on people's behavior than a benefit," Sisney said. Moreover, EZula critics are disturbed by the possibility of TOPtext being used for Web-jacking by one advertiser against a competitor. A similar debate caused Microsoft last month to back off plans to add "Smart Tags" to its Windows XP operating system. Smart Tags would have provided a link from any word on a Web site to Microsoft or a Microsoft partner. Web site operators feared the Redmond, Wash., software giant was trying to hijack Web surfers. When a Chronicle reporter using TOPtext visited the Universal Music Group Web site, the phrase "Boyz II Men" displayed a pitch for a major Universal rival: "The Best R&B at BMG Music Club." link to Symantec's arch-rival, McAfee.com Corp. That's what instantly angered Scott Ross, new media director for the Web site of independent record label Moonshine Music of Los Angeles, when he downloaded TOPtext along with KaZaa. On his computer, stories about Moonshine's acts were linking to BMG Music. "I was screaming," Ross said. "What they are selling is the words on my Web site that I paid somebody to write." He also envisioned the beginning of a guerrilla advertising war. For example, he said, athletic-shoemaker Reebok could buy the word "shoe" to divert customers from competitor Nike's site, forcing Nike to retaliate. "It would make it very difficult for advertisers to make money," Ross said. Ross called EZula to block his Web site from TOPtext's effects. But Hoppe wonders how many TOPtext users don't know they have the technology and believe the highlighted words were added by their favorite Web sites. "These companies are preying on us people who are into using computers, but not so tech savvy that we know what we're doing," Hoppe said. "It's building a business model in a clandestine way. It's not kosher in my book. It's a covert operation." EZula's Vitos said people who don't want TOPtext can easily delete it by using their Windows "Add/Remove" program. Also, she said the company tries to limit the number of TOPtext words that appear to two or three per page. "We do not bring anything in front of the user without them wanting it," she said. "We're not forcing anybody to have it. The choice is the consumer's. Our ultimate goal is users will be happy." Based on the text material above, generate the response to the following quesion or instruction: Can you summarize the article on contextual advertising and TOPtext developed by EZula Inc.?