Twitter：減少?gòu)V告

????Twitter進(jìn)行了一次成功的首次公開(kāi)募股后，公司的投資者急切地期待著這個(gè)社交媒體平臺(tái)獲得可觀的利潤(rùn)。毫無(wú)疑問(wèn)，以營(yíng)銷(xiāo)微博的形式打廣告是微博類(lèi)網(wǎng)站盈利戰(zhàn)略中的重要組成部分。不過(guò)考慮到Twitter仍然在努力把大量的非活躍用戶(hù)群轉(zhuǎn)變?yōu)榛钴S用戶(hù)，不要讓太多雜亂的廣告疏遠(yuǎn)用戶(hù)也十分重要。

Twitter: Don't burden users with too many ads

????After a largely successful initial public offering, Twitter's (TWTR) investors are anxious for the social media platform to turn a decent profit. Without question, advertising in the form of promoted tweets will be a key component of the microblogging site's monetization strategy. But with Twitter still battling to convert its large base of inactive users into active ones, it's important that the company does not isolate more users in 2014 with too many feed-cluttering ads.

露露檸檬：別讓顧客走光

????露露檸檬（Lululemon）在2013年遭遇了麻煩，令人遺憾的瑜伽褲召回風(fēng)波讓顧客不僅開(kāi)始質(zhì)疑這家健身服裝公司的昂貴產(chǎn)品的質(zhì)量，還質(zhì)疑公司領(lǐng)導(dǎo)層的誠(chéng)信。露露檸檬的創(chuàng)始人其普?威爾森并沒(méi)有承擔(dān)售出大量走光長(zhǎng)褲的責(zé)任，反而說(shuō)：“一些女士的身材只是不適合”公司的產(chǎn)品。許多顧客據(jù)此認(rèn)為威爾森將產(chǎn)品問(wèn)題歸咎于他們。前任TOMS總裁勞倫特?波德萬(wàn)前來(lái)接任首席執(zhí)行官，我們建議他別讓顧客再走光了——也別找“如果”、“而且”或“但是”這類(lèi)的借口。

Lululemon: Keep your customers covered

????Lululemon (LULU) was stung in 2013 by an unfortunate yoga pant recall that made customers not only question the quality of the fitness retailer's expensive products but also the integrity of its leadership team. Rather than take responsibility for selling a large quantity of see-through pants, Lululemon founder Chip Wilson said, "some women's bodies just actually don't work" with the brand's clothes. Many customers interpreted this comment as Wilson blaming them for the product issues. As former TOMS presidentLaurent Potdevin takes over as CEO, we suggest he keep his customers completely covered -- no ifs, ands, or butts about it.

可口可樂(lè)：遠(yuǎn)離碳酸飲料

????去年，可樂(lè)的擁躉多年來(lái)害怕的事在很大程度上得到了證實(shí)：碳酸飲料（即便是無(wú)糖的）很可能不利于身體健康。一些研究員如今聲稱(chēng)，人工增甜劑或許會(huì)對(duì)新陳代謝產(chǎn)生負(fù)面作用，同時(shí)導(dǎo)致體重增加?？煽诳蓸?lè)（Coca-Cola）有大約60%的收入來(lái)自碳酸飲料，不過(guò)隨著可樂(lè)銷(xiāo)量在美國(guó)的暴跌，這種情況并不會(huì)持續(xù)很長(zhǎng)時(shí)間。去年12月，可口可樂(lè)美國(guó)分公司的總裁決定離職。新的領(lǐng)導(dǎo)團(tuán)隊(duì)會(huì)在2014年花大量時(shí)間研發(fā)能夠讓日益關(guān)注健康的顧客群感興趣的新產(chǎn)品。

Coca-Cola: Step away from the soda

????Last year largely confirmed what Coke drinkers have feared for years: Soda (even diet soda) is most likely not good for your health. Some researchers now purport that artificial sweeteners may negatively affect the metabolism and lead people to gain weight. Roughly 60% of Coca-Cola's (KO, Fortune 500) U.S. revenue comes from soda, but that may not be the case for very long as sales continue to plunge in America. In December, the president of Coca-Cola Americas decided to leave the company. A new team of leadership should spend a large part of 2014 creating new products that will keep an increasingly health-conscious customer base interested.

谷歌：為谷歌眼鏡的聲譽(yù)而戰(zhàn)

????谷歌眼鏡是2013年度最令人激動(dòng)的技術(shù)創(chuàng)新之一，粉絲們翹首期盼著今年能夠開(kāi)始試用。但谷歌（Google）在教育顧客產(chǎn)品性能方面仍然任重道遠(yuǎn)。許多人對(duì)這種產(chǎn)品依然敬而遠(yuǎn)之，一方面是出于隱私考慮，另一方面由于谷歌眼鏡時(shí)刻都在捕捉周遭的環(huán)境，人們總感覺(jué)它在進(jìn)行某種侵略式的監(jiān)視。實(shí)際上，谷歌眼鏡與智能手機(jī)差不多，而科技巨頭谷歌需要確保人們能夠了解這一點(diǎn)。（財(cái)富中文網(wǎng)）

????譯者：嚴(yán)匡正

Google: Work on Glass' reputation

????Google Glass is one of the more exciting tech innovations of 2013, and fans are looking forward to testing it out next year. That said, Google (GOOG, Fortune 500) is still struggling to educate consumers about the capabilities of the technology. Many people remain wary of the device because of privacy concerns and a perception that the device is aform of invasive surveillance that is always capturing the world around it. The truth is Google Glass differs very minimally from a smartphone and the tech giant needs to make sure people know that.