One of the most basic lessons I have learned in marketing is to make things simple for the audience. See those buttons below? Look pretty familiar, right? Whether you call them buttons or badges, these interactive elements make voting and sharing dead simple. From a strictly return-on-investment perspective, it's hard to make the case for creating your own, custom social-media buttons. Your creative director might have a vision that doesn't include vendor buttons,

Google Inc. says it's buying Motorola Mobility Holdings, Moto's wireless phone unit, for $12.5 billion in cash. Google shares fell, as the acquiring company's stock often do, by about 3% in premarket trading, according to the Associated Press. But Moto shares rocketed 60%. Google gets Motorola Mobility's substantial patent portfolio, which will be a boon to Google's Android product line and give it some cover in the patent lawsuits lobbed by smartphone competitors.

We in business judge all information by four fundamental criteria. We ask, will it: Help me avoid a landline? Help me recover from a landline? Boost my firm's bottom line? Boost my salary or career? There is an infinite number of other criteria, of course, but these are the Big 4. Certainly those are Search Engine Journal's Big 4. Not coincidentally, the Big 4 are tied to return on investment. Each of them will at least nudge your return on investment.

Search Engine Journal has some major changes in store, which we'll be announcing later this summer. First on the agenda is our logo: help SEJ pick a new "face" from the three candidates below. Please vote for your favorite in the comments. We're conducting a Facebook poll as well. The winning logo design will be announced in a few weeks! Logo A Logo B Logo C Thanks for your expertise! Check out the SEO Tools guide at Search Engine Journal .