Skype 4.0 (download) became available for free on Tuesday to Windows users. The free desktop VoIP communicator is a worthy final version that brings some key enhancements with video and audio bandwidth, though it leaves behind some of the extra adornments of version 3.8, the last stable build.

Those who have been following the triple release of betas since the summer won’t see more than a few changes. If 4.0 is new to you, however, the developments are more notable.

Skype concentrates on video size, quality, and performance in this version. From version 3.8 to version 4.0, every design change has been made to draw video and IM to the forefront, and for the most part it works. The video window has expanded and calls are easier to start. The classic two-pane interface has consolidated into one, though you can still split them apart if you prefer.

Skype’s beautifully staged marketing shot shows Skype 4.0’s new videotopia.

(Credit: Skype)

As the culmination of the beta series, Skype 4.0 gets a pumped-up video and a completely new audio engine. Compared with other codecs out there, the new audio engine, named Silk, is touted to give Skype superwide-band audio (which operates like broadband), but uses half the bandwidth. Fewer bandwidth demands gives Skypers with dial-up connections (like a lot of people in India and Brazil) a bigger boost, keeping calls from being dropped or mangled beyond recognition.

I’ll attest to the great call quality during my interview with Skype’s London-based product manager. It was clear and the vocal timbre sounded true. Keep in mind that I dialed in from a newish, memory-loaded Asus computer with full broadband support and a set of top-tier headphones. Quality will still depend on your Internet connection and hardware configuration. Using headphones that support ultra-wideband audio will help.

The video stream was similarly good. Though far from the perfection of TV, I noticed fewer jumps and blips and sound syncing that was very close to real-time. Problems that have beset Skype’s video calls in the past–a frozen or choppy image and packetized audio–were largely absent during test calls. According to Skype, that’s thanks to a new back-end addition that sticks a finger in the air of network conditions. As available bandwidth drops, the bandwidth manager tries to salvage audio first.

What my demo call looked like on a Vista set-up.

In choppy conditions, it helps steady the video, too, by lowering the rate of frames per second and by compressing images more heavily. Your friend on the other end may become blocky and the image delayed, but faces should also break up less than in previous versions.

Other new features include abuse reporting if you receive an invite from an unauthorized Skyper, and a light stub installer that pulls down the rest of the application.

Skype, it seems, has also been pulled into a toolbar partnership. Now when you install it, you’ll see that an optional toolbar that comes bundled with Skype 4.0. The free Browser Highlighter includes the ‘Compare on eBay’ tool for Firefox and Internet Explorer. Considering that eBay owns Skype, it’s not a surprising addition, but one I’ll nonetheless pass on every time.

What’s missing

There are two skins in version 4.0, the default light gray and blue combo called Skype ‘Chrome,’ and the classic hue. Skype hinted at more skin support in later versions coming out this year. There aren’t plans at the moment to support third-party skins, but customization, I’ve been assured, will get more attention.

Along these lines are absent customizations that had not been making beta testers happy. If you’ve been holding your breath for greater IM treatment in this release, or birthday reminders, you might breathe again until the next launch.

Those of you shouting about the cessation of public chats will be glad to know that Skype 4.0 for Windows will support those you already have, but it will keep you from adding new ones. Skype representatives told us they’re still playing around with ideas of how to become more Web-oriented. It could as easily look like a reshaped version of chats as it could go in a different direction.

That brings us to Skypecasts, another source of some users’ lamentations. Skypecasts was pulled last September because it just couldn’t grab the hoped-for attention. A similar(-ish) feature will probably be rolled into whatever public chats becomes in future releases.

For now, Skype has retreated to its bread-and-butter position of providing good, clean voice, video, and text chatting. If worldwide Windows users notice consistently improved audio and video quality, that’s not a bad place to be.

Skype 4.0 for Windows delivers truer video, sound | The Download Blog – Download.com.

Generally, the goal of public relations is to create or manage a buzz around a business, product, service, brand or individual. According to Wikipedia, “public relations is the practice of managing the flow of information between an organization and its publics.” With the emergence of social networking sites such as Twitter, Facebook, Myspace and LinkedIn, businesses have almost unlimited access to the public. In order for PR to successfully manage the tide of information, PR representatives must venture beyond traditional media outlets to Web 2.0 in order to monitor all messages. In fact, social media management should be an integral piece of your public relations campaign.

Through social media management, a PR pro can help businesses interact with clients, customers and prospects to increase brand awareness and direct traffic to the desired website. A channel like Twitter allows your business to engage with customers, other industry leaders and the media to grow your list of followers and update them on your latest company news. Another top networking site and PR opportunity is LinkedIn. Through discussion forums and queries regarding a particular industry, you can be positioned as an expert. A high level of involvement online improves brand/business recognition and gives search engines and crawlers extra opportunities to find you and place you higher on search engine rankings. Regardless of which sites you use to increase your exposure (or your clients’), below are five ways to get the most out of social media as part of your public relations strategy.

1. Link to articles. Almost every media outlet has online versions of articles and news segments. When an article runs about your business, let others know by posting a link on your social media networks. This not only heightens brand awareness, it also shows the publication or channel that the public is interested in what the reporter said about your business. Bookmarking sites like Reddit, Delicious, StumpleUpon and Digg are also great ways to flag an article for others to find through keyword searches.
2. Drive traffic to website. Do not forget to always include your website in every email, blog comment and forum post. On LinkedIn, for example, after answering a question or posting on a forum, include your URL. If your post was interesting or informative, chances are high that the viewer will click on your link for more. In public relations, the online objective is to do more than just raise awareness; it is to direct interested parties to the business? door or web page. Then it is up to the business to make the sale or pursue the relationship.
3. Be an industry expert. Rather than focus on selling, present yourself as an educator. If you are in the IT industry, answer general questions and prove yourself to be a credible resource. When others view you as an industry expert, they will be more likely to turn to you for their IT needs and refer others to your business. This particularly applies to LinkedIn or any professional network.
4. Respond to feedback. The general public freely gives opinions all over the World Wide Web. A big aspect of managing social media is maintaining a pulse on what your customers and prospects are saying about you or the brand you represent. Gossip is no longer exchanged behind your back, it is public and is as simple to find as a Google or Twitter search. Once you discover comments, whether positive or negative, respond. If people sing your praises, thank them and use the feedback as a testimonial or an opportunity to retweet on Twitter or include as a status update on Facebook, FriendFeed or LinkedIn. If you come across disgruntled customers, it is best to make it right and put your best customer service practices to work.
5. Involve the audience. Some of the best viral marketing campaigns involve audience participation on Twitter, Facebook fan pages, YouTube and Myspace. One way to harness attention of your business through public relations is to host a contest. If you have a new product, invite your customers to think of a name for it. Include directions on your website, then direct participants to submit YouTube video entries and vote via Twitter or other sites. Not only would this make your company be incredibly searchable, but you generate a big hype around the new product that may warrant news coverage for your company as well.

5 Ways to Integrate Social Media with Public Relations | SocialComputingMagazine.com.

The analysis released Wednesday, called “Generations Online in 2009,” is based on 11 separate telephone surveys conducted between 2004 and 2008, with varied questions about Web activities, ranging from blogging to participating in an online auction to job research. The margin of error for the studies ranges from plus or minus 3 percentage points (for findings on adults) to plus or minus 4 percentage points (for findings on teens.)

“Generation Y is the most likely to be engaged in all the various activities — communication, entertainment, e-commerce and entertainment-seeking,” says Susannah Fox, the report’s co-author and associate director of the Pew Internet & American Life Project. Pew defined Gen Y as including ages 18-32.

She says Generation X (ages 33-44) uses the Internet to “take care of business,” with 67% banking online; 80% buy products online, compared with 71% in Gen Y. The 33-44 age group also use the Internet for watching videos and socializing, but less so than Gen Y.

“Generation Y is starting to get into the taking care of business. They’re growing up into banking online and getting job information online while maintaining the Internet’s social and entertainment pursuits they probably started in their teenage years,” Fox says.

From business to fun: What different generations do online – USATODAY.com.

January 23, 2009 (Computerworld) How do you let people create user accounts or post comments on your Web site without letting spam bots in? Simple — make your users prove they’re human. Many Web sites use CAPTCHA (Completely Automated Public Turing Test to Tell Computers and Humans Apart) technology to try to tell the bots from the people.

CAPTCHA’s idea is simple enough. It presents users with an image showing an obfuscated string of letters that they must type in to get an e-mail or social networking account, for instance, or to enter a comment on an online forum. The theory is that only humans can decipher the letters hidden in the image and type in the correct code, and for a time it was an effective tool to keep the bots out.

A basic CAPTCHA

But while no one has yet come up with a computer that can fool people into thinking it’s another person, computers are great at fooling other computers. These days, malware makers and spammers regularly trick the CAPTCHA systems at big-name Web sites such as Yahoo Mail, Gmail and Craigslist, and use these sites to automate their attacks.

So what can we do? Can CAPTCHA be saved?

The rise and fall of CAPTCHA

CAPTCHA was created in 2000 by researchers at Carnegie Mellon University, and by 2007, the technology was being used almost everywhere on the Web. For example, if you try to leave a comment on this story, you’ll need to jump through a CAPTCHA hoop before you can leave a message.

Unfortunately, beginning in early 2008, crackers started getting the better of the CAPTCHA systems. In short order, Yahoo Mail’s, Gmail’s and Hotmail’s CAPTCHA defenses were cracked.

Building a better spam-blocking CAPTCHA.