About the Authors

James Mathewson has followed the Web since 1994, first as a contributing editor specializing in Web publishing and search for ComputerUser magazine, and later as the editor-in-chief of the magazine and its Web site. As the ComputerUser.com editor, he published more than one thousand articles, mostly related to Web technologies. He has also published in several other magazines and periodicals, including IBM Systems magazines.

Since leaving ComputerUser in 2004, James has worked for IBM as a Web developer and Web content editor. In his current role as editor-in-chief of ibm.com, James sets standards, and creates and delivers education to improve the effectiveness of IBM’s Web content. James has trained more than one thousand writers, editors, and content strategists on Web content quality and search engine optimization (SEO) within IBM. James leads all search effectiveness efforts for IBM’s Smarter Planet Web presence (ibm.com/smarterplanet). He is also the search strategy lead for IBM Marketing and Communications, a role that gives him influence over future Web and social media content efforts at IBM.

James has two masters degrees from the University of Minnesota. His M.A. in the philosophy of language and linguistics focused on the relationship between meaning and relevance in language. His M.S. in scientific and technical communication focused on the relationship between audience analysis and relevance in the Web medium.

James lives in Faribault, Minnesota, with his wife Beth, son John, and dog Sophie. In his spare time, he works at his wife’s coffee shop as the coffee cupper and buyer. He also sings in two church choirs and attempts to make music on his guitar. James enjoys all forms of motorless outdoor recreation.

Frank Donatone is an internet professional with more than twenty years’ experience in the IT industry. His experience includes people management, project management, Web design, usability, accessibility, search engine marketing with a SEMPO certification in advanced SEO, and social media optimization. Using his previous experience in addition to customer satisfaction survey analysis he provides tactical and strategic recommendations to IBM for Web site improvement. His position as an IBM Worldwide Web Effectiveness Lead has a strong focus on SEO and social media to improve IBM’s ranking on the Web for key terms, managing the brand’s reputation, identifying sales opportunities, and improving share of voice. Frank has also codeveloped and taught several search engine optimization courses at IBM with his coauthors. Recently, he has participated in the design and presentation of education related to using social media for sales inclusive of Twitter, LinkedIn, and event promotion. In addition to his Web Effectiveness role Frank also serves as a social media lead for ibm.com.

Prior to joining IBM Frank was an IT consultant to IBM as well as a second-line manager for Keane Inc. accounts at three IBM sites, Readers Digest, and VSI Communications. His second-line management position encompassed the management of 4 first-line account managers and 50 consultants. His dual role as a consultant at IBM during this tenure was Lotus Notes help desk management and Lotus Notes and Web application deployment quality assurance. He also holds a professional certification in Lotus Notes administration and development.

Frank currently lives in Eastchester, New York, with his wife Gail, son Tom, and parrotlet Lucille. Frank can be reached through LinkedIn at www.linkedin.com/in/donatone.

Cynthia Fishel is a senior interactive marketing and brand specialist with more than twenty-four years of global agency and corporate Fortune 500 experience in the IT Industry. She has a proven track record of building teams that build successful Web sites. She was part of the original team that launched ibm.com back in the early ’90s and has continued to work on IBM’s Web site for the past fifteen years. She produced the ibm.com Interactive and Visual Design Standards in support of all ibm.com worldwide Web development for consistent customer experiences. She drove IBM’s strategy for Web collaboration and developed the first Collaborative Branding Standards for comarketed and cobranded Web sites.

Cynthia was part of the IBM team that set standards, and created and delivered education to improve the effectiveness of IBM’s Web content. As a Search and Social Media evangelist for IBM with a SEMPO certification in advance SEO, Cynthia led the development of multiple organic SEO education modules for use by IBM internally, IBM Business Partners, and interactive agencies, used to train thousands of associates worldwide.

Cynthia spearheaded other ibm.com initiatives and education in Corporate Identity & Design, Digital Branding, Rich Media, Accessibility, and Privacy. As an IBM Worldwide Web Effectiveness Lead she was the single point of contact for IBM business units, helping them better attract, convert, and retain business through the Web. She is currently a vice president/director at Digitas/Publicis Groupe, responsible for interactive marketing, branding, and SEO initiatives supporting the world’s largest electronics company.

In addition to her search and social media work, Cynthia holds a Preparatory Department Certificate from the University of Rochester’s Eastman School of Music, a Bachelors of Music in piano with high distinction from Indiana University, and an M.A. in business administration from New York University. Cynthia lives in Bedford, New York, with her son and daughter and can be reached through LinkedIn at www.linkedin.com/in/cynthiafishel.