Twitter：減少廣告

????Twitter進行了一次成功的首次公開募股后，公司的投資者急切地期待著這個社交媒體平臺獲得可觀的利潤。毫無疑問，以營銷微博的形式打廣告是微博類網站盈利戰略中的重要組成部分。不過考慮到Twitter仍然在努力把大量的非活躍用戶群轉變為活躍用戶，不要讓太多雜亂的廣告疏遠用戶也十分重要。

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波讓顧客不僅開始質疑這家健身服裝公司的昂貴產品的質量，還質疑公司領導層的誠信。露露檸檬的創始人其普?威爾森并沒有承擔售出大量走光長褲的責任，反而說：“一些女士的身材只是不適合”公司的產品。許多顧客據此認為威爾森將產品問題歸咎于他們。前任TOMS總裁勞倫特?波德萬前來接任首席執行官，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：遠離碳酸飲料

????去年，可樂的擁躉多年來害怕的事在很大程度上得到了證實：碳酸飲料（即便是無糖的）很可能不利于身體健康。一些研究員如今聲稱，人工增甜劑或許會對新陳代謝產生負面作用，同時導致體重增加。可口可樂（Coca-Cola）有大約60%的收入來自碳酸飲料，不過隨著可樂銷量在美國的暴跌，這種情況并不會持續很長時間。去年12月，可口可樂美國分公司的總裁決定離職。新的領導團隊會在2014年花大量時間研發能夠讓日益關注健康的顧客群感興趣的新產品。

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：為谷歌眼鏡的聲譽而戰

????谷歌眼鏡是2013年度最令人激動的技術創新之一，粉絲們翹首期盼著今年能夠開始試用。但谷歌（Google）在教育顧客產品性能方面仍然任重道遠。許多人對這種產品依然敬而遠之，一方面是出于隱私考慮，另一方面由于谷歌眼鏡時刻都在捕捉周遭的環境，人們總感覺它在進行某種侵略式的監視。實際上，谷歌眼鏡與智能手機差不多，而科技巨頭谷歌需要確保人們能夠了解這一點。（財富中文網）

????譯者：嚴匡正

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.