Tagged: SUM

Facebook Rule Change: Text is Coming to More Photos Near You

facebook-word-cloudFor those of you who manage a Facebook page for a business or organization, you may be interested in a recent change Facebook made to its promotional photo policy. The rule change involves the use of text in certain promoted content, including:

  • Promoted Page posts
  • Offers
  • App install ads
  • Cover photo of your page
  • Other ad or sponsored story with placement in News Feed

The change will be a welcome one for many businesses wanting to include a call to action in their cover photos or sponsored ads. The loosening of the overlaid text restriction is a step towards a freer and more creative Facebook for businesses and organizations, but before you run off and turn your cover photo into an alphabet soup of offers and marketing messages, let’s talk about a major stipulation to the new rule. While you can now include text in promoted content, the photos cannot include more than 20% text. Let me explain.

Facebook calculates its percentage-of-photo value by splitting photos – regardless of their size – into a 5×5 grid. Some quick mental math should reveal that this gives you 25 rectangles to work with. Some of you probably further calculated that the 20% text rule leaves you with no more than 5 rectangles in which you can include text. Below are two examples from Facebook’s blog post on the subject.




In the first example, you can plainly see that only 1 out of the 25 squares includes text. This means that 4% of that photo includes text – far under the 20% cap. Facebook suggests that the second photo includes text in only 3 out of 25 squares. The text percentage is therefore 12%. The far more interesting thing to note in this example is that they did not count the bottom-left rectangle as including text, despite the fact that this segment clearly includes text. There is no explanation as to why this section was not counted in the calculation, but one might infer it’s due to the amount of text in that box. However, this supposition could be easily challenged by citing the bottom-right segment’s inclusion of a very similar amount of text. Regardless of the reason, the fact that the bottom-left cell was not included in the calculation shows us that there is some flexibility in the new rule.

Below is an example of an unacceptable text-to-photo ratio.


Again, there’s some uncertainty in the guidelines based on the fact that cells B2, D2, B5, and D5 weren’t included in the text percentage calculation, but the photo fails the test either way.

There are some caveats to the new rule that Facebook outlines at the end of its blog post. The 20% text policy does not apply to portions of photos where products are depicted and happen to include text as a part of the physical product (e.g. packaging or label text). So if Coke has a giant can on its Cover Photo, any text on the physical can doesn’t count towards the 20%. This is great news for businesses that sell physical goods. However, Facebook stipulates that photoshopping text onto pictures of physical products to take advantage of the aforementioned caveat will not be allowed. They also remind businesses that this 20% limit only applies to ads and sponsored stories that appear in people’s News Feeds. Unpromoted photos you post can include any amount of text, as always.

Like I mentioned at the beginning of this post, many new opportunities for businesses and organizations come with this rule change. And the change itself points to Facebook’s continued mission to create value for businesses. After all, they’re the ones keeping the lights on.

Are you excited about the prospect of including text in promoted content, or do you fear a continued cluttering of your News Feed? Let me know!

5 Tips When Using Twitter for Business

TwitterforBizAs we have seen many times, using Twitter for your business can be a very useful tool or a headache waiting to happen. But rather than focusing on all the ways Twitter can sink your ship, I’d like to discuss 5 Twitter strategies you can begin using right now to increase your ROIoT (Return On Investment of Time).

1. Recalibrate your expectations

If you run a B2B company and you’re launching a new social media initiative in hopes of attracting 10,000 new followers during your two-week campaign, you’re most likely in for a world of disappointment. Simply put…it jus’ don’t work that way. Sure, Cinderella stories of a company’s Tweets going viral and skyrocketing their business do exist, but they are extremely rare and almost impossible to contrive. I once heard Twitter described as farming, rather than hunting. I thought this analogy was simple and perfect. Building a following is a slow process that takes time and effort. So whether you’re thinking about signing up or have been Tweeting for a while, make sure your expectations are reasonable.

2. Loosen up

Are you a stuffy person? Does your business have personality? If you had no bias regarding your own products or services, would you find them intriguing or interesting? These are all questions you should think about when developing your Twitter strategy. Successful businesses on Twitter provide value to their users. This can be in the form of sharing compelling news or information, contributing humor, or providing insights into products customers care about. If your business doesn’t have broad consumer appeal and you get too wrapped up in coming across as unprofessional, you might not find a lot of success on Twitter. It’s important to give your business personality or if you’re the CEO, you can even Tweet as yourself on behalf of your business. And when developing your voice, make sure you don’t come across as stuffy. If LinkedIn is your white, starched shirt, Twitter should be your Hawaiian party shirt.

3. Be a giver, not a taker

If the main objective of your Twitter strategy is to generate sales, chances are you won’t be successful. Twitter works best when your main objective is to provide interesting content or perspective, rather than market to a wide audience of potential customers. Generally, we follow the 80/20 rule. 80% of your Tweets should be adding to the general “conversation” and 20% can be about your own products or services. But be careful to never get too salesy. Twitter users will spot rampant self-promotion from a mile away and will unfollow you so fast, it’ll make your head spin. And the truly egregious offenders stand to suffer a fate much worse: being torn to shreds in the Twittersphere by a mob of unimpressed and annoyed users. My condolences, your Twitter presence was just destroyed by a pack of angry micro-bloggers.

4. Use hashtags and create conversations

What’s more accurate, a sniper rifle or a shotgun? Now, without getting into semantics or a gun control debate, let me make my point: spraying scattered bits of information into an extremely large area is not a very effective way to hit your target. When using Twitter, your goal should be to create meaningful interactions with other users. Even if you have good information to share, it’s not enough to type out a 140-character factoid and hit “Tweet.” Use hashtags to help collate your input into relevant conversations and use @replies and mentions to begin a dialogue with specific users. This is a much more precise way to use Twitter and will greatly increase your chances of being retweeted or getting a response from someone and, ultimately, starting a meaningful interaction.

5. Have fun

At the end of the day, Twitter is a pretty fascinating place where a lot of very interesting/funny/exciting/uncomfortable/memorable conversations take place. Have a secret obsession with Kim Kardashian? Follow her. Geek out over anything “NASA?” Follow them and let your nerd flag fly. Make your Twitter presence sustainable by not only following people affiliated with your business or industry, but by keeping tabs on the things that you find fun and that help give your business personality. Don’t be afraid to get a little personal (but not this personal) and to show your followers insights into your business that they can’t get anywhere else. Be yourself (Unless you’re stuffy. In that case, see tip #2) and have fun with this component of your business outreach. There’s definitely a lot to be had.

Have any Twitter tips that have proven useful for you or your business? Share them with me! And if you are interested in a more personal assessment of your Twitter strategy, please contact me at tyler@sumseattle.com.


Is Your Website Suffering from COD?

When designing a website, striking a balance between beauty and content can be difficult. As a result, many of the world’s websites currently suffer from Content Overload Disorder. On the one hand, you have SO MUCH TO SAY, but on the other hand, you want your website to be visually pleasing. Turns out, tipping the scales in favor of the latter is most likely to please your viewers.

A new study from the University of Missouri School of Journalism claims that simplicity and photographs are what please our brains most and what, ultimately, increase user engagement. The study focused specifically on online news publications, but has direct implications for all forms of web design.

Being our firm’s copywriter, I tend to be longwinded. Well, it turns out that my loquacity has been working against us. Photos and simplistic design are more likely to hold a user’s attention and drive interaction, not beautifully crafted pros. ;) Our brains are only capable of efficiently processing so much information per second. Overloading the viewer with too much text, color, or design makes it difficult for a brain to process and categorize the information it is receiving. Some web designers realized this before the MU study was published and have been incorporating minimalist design into their portfolios for some time. However, quickly browsing the web will give you enough empirical evidence to conclude that many companies – even extremely popular Fortune 500 companies – have not grasped the concept of “less is more”. Take a look at Amazon’s website.


Amazon’s entire sales cycle takes place online. Their web presence is literally the single most important facet of their business and, to me, it always looks like a jumbled mess when I sign on. Granted, I’m willing to put up with the busyness because the convenience of free 2-day shipping is too wonderful to pass up, but I’m always struck with how frenetic everything looks.

On the flip-side, take a look at Apple’s website.


Apple might be the best example of minimalist design and they’ve been doing it well for a while now. The above screenshot is of their current homepage and it very effectively calls attention to exactly what they want users to notice right now, the iPad mini. You may not be a big Apple fan, but you can’t really argue design with them. It helped build them into the world’s most valuable company in 2012.

Now, what you can argue is that very few companies can afford to be as simplistic in their web design as Apple. Apple has the luxury of owning a household brand name and the knowledge that very few people visiting their website are unaware of what the company does. Many of us are forced to grab someone’s attention and then keep it while explaining or product or service. This can be challenging in a world where the current attention span stands at a paltry 8 seconds. But even so, the MU study and your own experiences as a consumer should tell you that effective messaging is often elegant and simple.

Many large companies are catching on. It seems that Facebook is taking a page out the minimalist’s playbook with the launch of their redesigned Newsfeed. For those of you who haven’t seen the new look, you can take a peek here. What you notice immediately is the use of negative space and the emphasis placed on photos. Facebook realized that most interactions take place around photos and videos and are, therefore, highlighting visual content to drive more engagement. Even their logo has been replaced by the simple “f” icon that often represents them on third party websites. Everything is streamlined.

This shows that even companies with lots of information to share are realizing that less is more when it comes to web design. And if major companies with lots to lose are making the change, shouldn’t small companies with lots to gain make the switch as well?

So ask yourself, “Is my website too cluttered?” When you visit your page, are your eyes drawn to the content you want your viewers to see first? Is there a sufficient use of pictures and negative space? If the answer to these questions is “no”, then a website makeover might be in order. Can you get by with only a few lines of text on your homepage? Experiment with distilling your message down to its most essential points. This exercise may prove fruitful in other areas of your business as well. Streamlining your pitch could mean the difference between piquing someone’s interest or being tuned out.

What are your thoughts on simple web design? Inherently better or just a fad? Let me know in the comments section!


Knock, Knock. Who’s There? Oh, It’s Just our Hopes and Dreams

As I type this, Buddy is putting the final touches on the 5 remaining outreach boxes that we plan to ship out today. Packed with bright-orange filler paper, a Starbucks gift card, and our hopes and dreams, with any luck these boxes will find their intended recipients and the magic will ensue.

Let me back up.

It was sometime last December. SUM was doing well, but we were hungry for new projects and opportunities. The problem was, in the world of integrated marketing, it’s hard to just drum up business…I guess that’s hard at any company. Either way, we wanted to expand and were looking for a way to do so. Having been on the receiving end of many-a-cold call, we knew we weren’t going to help our case by picking up the phone and randomly calling companies we felt we could help. The question became: How do you meaningfully engage people in an age full of attention grabs and hyperbole? We began thinking about ways to differentiate our message and at least give what we had to say a shot of being heard.

The answer (at least what we determined to be the answer) was two-fold: Uniqueness and bribery. We felt that to get people’s attention, we would definitely have to stand out from other outreach messages they might have received in the past. Then we would have to somehow entice them to continue paying attention if we were to have a shot of consideration. We decided that hand-delivering some sort of package containing a hand-written note, messaging about SUM, and a Starbucks gift card stood a good chance of not landing in the trash. At least the recipient would give us a couple seconds of their time in exchange for a cup of coffee…right?

Photo Feb 15, 2 52 57 PM

We gathered all of the materials and started putting together the boxes. We printed up labels for the outside, hoping to neutralize any bomb-related thoughts that our recipients might have had upon receiving the mysterious package.

Photo Feb 15, 2 51 20 PM

We identified companies in the Seattle area that we felt we could truly help and wrote personalized notes introducing SUM and acknowledging the accompanying Starbucks card and company info. We finished putting together all the boxes and prepared for our date with destiny.

Photo Jan 23, 5 01 52 PM

A few weeks ago we set out across Seattle to hand-deliver our packages. Having put considerable time into planning a route and plan of attack, we managed to deliver 15 out of our 20 boxes in only a few hours. The 5 packages we couldn’t deliver were due to outdated address information online or no one being at the office to accept our delivery.

After that, we waited.

That brings us to today. To avoid being met by empty offices a second time, we decided to ship our remaining boxes to our target companies via USPS. Once those 5 boxes are out the door, our mission will be complete. In the few weeks since delivering our first set of boxes, we’ve had several responses from interested parties and have subsequently held a few meetings to discuss areas in which SUM could help. We were excited by the responses we got, despite the fact that we truly were cold-calling these companies.

The lesson? With a little bit of creativity, reaching out to potential clients doesn’t have to be a nasty or annoying business. Striking a friendly tone and giving the party you desire to engage a reason to pay attention can go a long way. Did we still get rejected? Sure. Did we hear back from everyone? No. But we did create some interest in our company without (hopefully) appearing sleazy and tarnishing our brand.

Have you had any similar experience, either being on the giving or receiving end of a cold call? Let us know in the comments!

Note from all of us: Many thanks to the companies that gave us the time of day and responded to our solicitation. We really appreciate you giving us a shot and we wish you continued success!


Vlogging…It Was Inevitable

Vlogging is an interesting way to add a little more personality to your web presence and we thought we’d give it a shot. In the future, we’ll be vlogging every once in a while about various topics related to marketing or SUM, itself.

This first episode is just a little introduction to the three SUM co-founders and a brief explanation of how SUM came to be. Hope you enjoy it!


Third-party Mobile Ads – Not Exactly a Christmas Miracle

People are in the buying mood. It’s the holiday season and everyone’s looking for the perfect gifts for friends and family members. This is the time of year that advertisers relish. People are just waiting to spend their money and if your product is decent enough, making sales can be like shooting fish in a barrel.

Unfortunately for Facebook, Mashable reports that rather than cashing in on the spending spirit, the social giant announced a halt on testing for their third-party mobile ad network. The ad network focuses on advertising within third-party mobile apps and could be compared to Google’s AdSense – the hope being that Facebook could significantly increase its ad volume without overwhelming its own mobile app users with advertisements.

Facebook – still searching for a way to leverage its more than 1 BILLION users to generate significant profits – is once again experiencing frustration and mild defeat. While still the largest social network in the world, their troubles are steadily becoming just as big.

Still embroiled in yet another privacy kerfuffle, it wouldn’t surprise me if this delay was the last straw and Zuckerberg swapped out his trademark grey hoodie for something even gloomier.

As for us Facebook and mobile app users, I’m not sure if this is a win or a loss. On the one hand, I’m not thrilled about Facebook cramming even more advertisements down my digital throat. But on the other hand, I’m beginning to detest the full-page, poor quality advertisements that keep popping up while I’m trying to get over 500,000 points on Subway Surfer.

“No, I do not want to buy ‘Dessert Maker’, thank you very much.”

So if Facebook develops a better way to display advertisements on mobile and can make them more targeted, I guess I would be open to that change, seeing as mobile advertising is an inevitability.

Either way, Facebook cannot be happy about the last week or so. Plagued by privacy issues and now forced to reallocate resources from their promising new ad platform to address their current Facebook-mobile ad woes, the holiday season seems to be a bit of a let-down for poor Facebook. And seeing as this is the season of giving, I think we should all help out everyone’s favorite social giant by clicking on a Facebook Timeline ad. Perhaps we can’t do anything about their mobile ad issues, but if we can find it in our hearts to spare a click, maybe we can help Scrooge McZuck have a merry Christmas, after-all.

p.s. Happy holidays from SUM :)

Has Technology Changed How We Communicate?

Tin Can

Ok, duh.

Of course technology has changed how we communicate. It does so on a daily basis. But I’m not really talking about the countless methods of communication – email, instant messaging, video chat, etc. – we actually use to communicate, I’m talking about the fundamental effect that technology is having on how we communicate and interact with one another.

Allow me illustrate…

I was at the office, sitting in my comfy swivel chair and working on something for a client. I was in the zone – I’m talking record levels of productivity here, people. And judging by the last hour of silence, the guys were in the zone as well. One minute I’m cranking away, and the next minute, eeeerrrrr, everything came to a screeching halt. Working rhythm? Gone. The zone? Far, far away.

And the cause? A simple question. I had reached a point in my work that required a little more information from my partners and I needed to ask them something before I could continue. Now here’s the interesting part of the story and the moment that prompted the writing of this post.

For some reason…for some inexplicable reason, instead of simply swiveling around and asking them out loud, I chose to open my mail program, compose an email, add both of their names, type out my question, and click send.

Now, depending on your work environment, this might not strike you as odd. I’m sure many of you work in large office buildings, full of busy people, so the idea of asking all of your questions in person seems exhausting or even impossible. So to clarify for those of you who haven’t had the pleasure of visiting the SUM offices, it’s not like the three of us have fancy, separate offices. And there aren’t any doors, walls, stairs, or barriers of any kind to navigate. It’s basically just a room with three desks in it. And it’s no Boeing hanger, either. I could probably spit on both of my coworkers from my chair.

So having removed all of the plausible excuses for why I chose to send an email instead of simply piping up and asking them, I think we should focus on what the heck my problem is.

For some reason, I chose to waste time – one of the most precious commodities a small business has – by sending an email and waiting for a response from two guys that sit within 10 feet of me. The question was simple enough. It could have been answered in a couple of words, but I chose to put the ball in their court and wait it out.

Now, truth be told, I may have sensationalized this story a bit for my own selfish blogging purposes. The fact of the matter is, sending that email was neither epiphanous nor out of the ordinary. It’s actually a common occurrence around here and while many of the emails make sense in their written form, many others could have been more quickly discussed and addressed out loud. I think the reason behind this habit points to how I’ve grown up and how technology has helped shape how I interact with others.

I think the instantaneous and casual nature of email and instant messaging has allowed many people, including us, to consider sending a simple message to be less effort and less intrusive than simply talking to someone. The communication tools available today are extremely powerful and, to be honest, SUM would have a very difficult time conducting business without them. But I – and likely many others – have become so dependent on them that they have, in some instances, replaced my own voice.

So has technology affected how we communicate with each other, beyond the literal means of doing so? I believe it has. And while I don’t view this as inherently bad, I think that removing the verbal communication from a group of people is a dangerous road and could, over time, start to affect things like camaraderie and team work.

Needless to say, I can’t let this happen at SUM. Having noticed it first, it’s my job to step up and reverse the trend. So let’s start now…

Me: “Hey Kurtis”

Kurtis: “What’s up?”

Me: “How’s your day going?!”

Kurtis: “Pretty good.”

Me: “Cool.”

Well, I think I’ve set the wheels of change in motion at the SUM offices. Tyler Smith – saving the office from the black hole of non-verbal communication, one arbitrary conversation at a time.

One Small Click for Man, One Giant Leap for…LinkedIn

Well, it took over 9,000 impressions, but SUM has finally received its first click on a LinkedIn ad! If you’re just joining us, I’m referring to the month-long saga that I wrote about here. Needless to say, we’re relieved that something has finally come from all of our efforts. 

So what made the difference? Well, we think it’s a couple of things. We were actually encouraged by one of our readers, Ellyce, to contact an account rep at LinkedIn to make sure there wasn’t anything technically wrong with our campaign. Thinking this to be an excellent suggestion, I reached out to the LinkedIn Customer Experience Team and led them through the experience we had been having with their ad service. I received a very prompt reply from an account representative named Julien, who was extremely friendly and helpful.

He began by offering up an apology for the experience we were having thus far (even though he knew LinkedIn hadn’t really done anything wrong) and continued by confirming that there wasn’t anything wrong with the campaign on the technical side. Obviously this was both relieving and disheartening.

He then offered up several suggestions for how we could improve our campaign. A lot of the ideas were slightly more detailed explanations of the LinkedIn advertising best practices that we had already found on their website, but he also provided some information that, in my opinion, proved to be the difference in the campaign, moving forward.

He let me know that, while our $2.13 bid per click was within LinkedIn’s suggested price range for the group we were targeting, it was at the lowest end of the spectrum and was affecting how many impressions we were receiving. He said that by increasing our bid by just a little, we would win more impressions on users’ profiles and should, therefore, receive more clicks. This suggestion seemed to once again confirm that online advertising is about playing the numbers and that more impressions will usually lead to more clicks.

So I took his advice and moved my bid up to $3.00 per click. Our impressions almost tripled within less than a week and we received our first click as a result. And the ad that did it? Believe it or not, it was the cat!

Cat Ad

Just goes to show that sometimes an out-of-the-box approach is required to grab attention on the internet.

And while a 0.019% Click Through Rate is still pretty atrocious, we are encouraged and content. After all, this is an experiment that we’re conducting for free with a $50 LinkedIn advertising credit, so the knowledge that we’re gaining more than makes up for a pitiful CTR.

Many thanks to Ellyce for suggesting we contact someone at LinkedIn and also to Julien for responding quickly and courteously, and for shedding a little light on the ins and outs of LinkedIn advertising.

Have any LinkedIn stories of your own? What do you like/dislike about this social giant? As always, let me know in the comments section!

Myspace: They’re Bringing Sexy Back (Yeah)

Myspace owners Chris and Tim Vanderhook, along with Justin Timberlake, have debuted a preview of the new and improved Myspace.com and, to be honest, I’m actually quite impressed. They’ve essentially taken components of what has made several other social media giants successful (Facebook, Twitter, Pinterest), and combined them in a slick, new layout that stays true to its original purpose: uniting artists and fans around their love of music. 



Style Revamp

The first thing that struck me is the overhaul to the basics: background, coloring, typography, etc. The new look is polished, modern, and makes great use of negative space and differences in font size. By letting users customize their original Myspace pages, the site became an amalgamation of obnoxious color combinations and graphics, and it lacked brand consistency. It seems as though they’re moving away from this overuse of customization and, instead, offering users an interface they can all be content with. My first impression left me wondering “Why didn’t they do this sooner?”.

Profile Setup2



Back to Basics

Myspace has helped launch the careers of many musicians and while a lot of the original users jumped ship when Facebook became popular, the core set of diehard musicians and their fans have stuck with the original social network and are about to be rewarded handsomely with a beautiful, new website. As a nod to its heritage and loyal users, Myspace has improved many aspects of its music-centered features and, again, updated everything with their new look. The preview shows a feature called “Mixes” – much like Facebook’s “Albums” –  that allows users to share photos and event information, all centered around playlists they’ve built. On the flip side, musicians are able to track fan activity and information relevant to their music in a new overview section of their fan info page. Justin Timberlake, an investor in Myspace, is featured heavily throughout the walkthrough and appears to be the celebrity face of the new publicity push. 


Fan Map

Screen Shot 2012-09-28 at Sep 28, 10.37.17 AM 

The Stream

If Pinterest and Facebook’s Timeline had a baby, it would look like “The Stream”. It’s a collection of posts from your friends and artists you follow, but it’s presented in a very visual way, much like Pinterest. The Stream scrolls across the page horizontally, making for a unique user experience, but one that has yet to be tested en masse.

The Stream


Tweet That

And as if not to leave out Twitter, Myspace has incorporated trending topics and 140-character updates into their new site. The “Trending” feature is also presented in a Pinterest-like manner and it definitely captures your attention. And following the rest of their styling changes, their 140-character updates are bold and make use of interesting typography.

Trending140 Characters 

To SUM It Up

To say Myspace got a makeover is an understatement. You can tell they’ve been spending a lot of time collecting the best looks and features from their competition and are rolling it out in a new and exciting way, but one that stays true to their musical background. Who knows if they can be a contender once again…but they’re definitely on the right track.

New Myspace

To preview the new Myspace, click here

Twitter Adds Custom Header Images #CoverPhotosMuch?

In a move towards even more customization, Twitter has rolled out the ability to create and upload what they’re calling “header images” to your profile. Bigger than profile pictures, but smaller than Facebook’s cover photos, the new header image lets users and companies add a little extra flair to their profile page, on top of the already customizable Twitter background.

But in an interesting twist, Twitter has decided to layer your info and your profile picture on top of your header image, presumably in hopes that users will create customized header images that incorporate the profile picture into the image (see below).


Now, this is not a new concept. Facebook users have been cleverly blending profile pictures and cover photos since they rolled out the new Timeline layout, but Twitter is the first social giant to plant a flag and design a feature around this idea. It seems as though Twitter’s less graphically inclined users might get a little frustrated with having to take the time to create this customized image combination if they want to have a header image, which could land Twitter in a perpetual state of limbo – where some users have embraced the new header image, and many others have not. As of right now, if you don’t choose to have a header image, your profile appears as you’re used to. This way, only users who see value in creating a custom image that works nicely with their profile picture will be the ones with the new feature.

At best, the new header images will offer a creative outlet for Twitter’s users and add another point of interest while checking out someone’s profile page. At worst, they have just created an aesthetic fissure on their site between those willing to take the time to play along and those that are not. While this might be a little overdramatic, it’s one step towards the mess that Myspace found themselves in, due to over-customization and a decentralized look (stay tuned, more on that tomorrow!).

If you’re interested in creating your own header image, here’s a link to a blog post that takes you through the steps. If you want SUM to whip you up something fancy, send us an email at info@sumseattle.com