Wednesday, February 26, 2014

Can Twitter tweak its way to the top?

SmartBrief on Social Media

Can Twitter tweak its way to the top? | Analysts: WhatsApp gives Facebook a temporary lead | Analysis: Which messaging startup will be targeted now?
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February 24, 2014
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Today's BuzzSponsored By
Can Twitter tweak its way to the top?
Twitter is hoping to win new users and investors' confidence with a series of product tweaks. The company ran 23 product tests in the fourth quarter and has improved its capacity to run simultaneous large-scale tests, CEO Dick Costolo said this month. "There's no date or single product feature that I think we will launch that will be the one where you see the quantum step change, step function in growth. It will be a combination," Costolo said. Bloomberg (2/24)
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Network UpdateSponsored By
Analysts: WhatsApp gives Facebook a temporary lead
Facebook's WhatsApp deal makes it a leader in smartphone communication, but keeping that position in the mobile market could be tricky, analysts say. "If Facebook is not first in line when ... people are firing up their devices, it stands a chance of never connecting with those folks, because there are so many alternatives," Gartner's Brian Blau says. Reuters (2/24)
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Ideas in ActionSponsored By
Twitter-NCM deal aims for in-cinema advertising
Cinema advertiser NCM Media Networks will produce a branded pre-show entertainment series steered by Twitter data on users' movie-related chatter. NCM is seeking a yearlong brand partnership to fund the series. "It's a big audience and it's big reach, and we'd like to find a partner who wants to literally own this and be associated with it day in and day out," NCM's Cliff Marks says. Advertising Age (free access for SmartBrief readers) (2/24)
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Facebook traffic data is inaccurate, advertiser says
A disgruntled Facebook advertiser says he blew through more than $600,000 to advertise online fashion magazines, but received far fewer incoming hits than the social network claimed to have delivered. Fetopolis CEO Raaj Kapur Brar says third-party analytics show he received about a quarter of the traffic that Facebook claimed, making the campaign a money-loser for his company. Facebook disputes Brar's claims. Business Insider (2/22)
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Research and ReportsSponsored By
WhatsApp, by the numbers
Facebook's $19 billion WhatsApp purchase works out to about $345 million per employee, since the company was built lean and has an average of one engineer for every 14 million users, Kristin Burnham writes. The company's workers will likely make about $160 million each from the deal, based on equity shares of nearly 1%. InformationWeek (2/21)
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The Takeaway
How to make Instagram more brand friendly
Facebook is still trying to figure out how to make its acquisition of Instagram lucrative by drawing more brands and small businesses, Ezra Chasser writes. The Sore Thumb Marketing founder offers suggestions including improved analytics, better sharing tools and live hyperlinks. "Until hyperlinks are live and clickable, dead-end ad campaigns or engagement content will have little to no value to most business owners," Chasser writes. SmartBrief/SmartBlog on Social Media (2/24)
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Jane Austen's lessons for social media users
Jane Austen's novels are studies in social etiquette, and social media users can learn from her characters' social niceties and occasional faux pas, Laura Hale Brockway writes. Austen's characters know, or soon learn, the value of communication, of forging social connections and of not over-sharing, Brockway writes. (2/19)
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Social Shareable
Phoenix has gone to the dogs
Feral chihuahuas are running wild in Phoenix, hassling children and littering the streets with feces. Packs of the dogs roam, chasing children as they walk to school, officials say. "Everyone is at risk for dog bites," Maricopa County Animal Control spokeswoman Melissa Gable says. Fox News Latino (2/17)
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Before you send that LinkedIn invitation or share a post on Facebook, think 'What would Jane Austen do?' "
-- Laura Hale Brockway, writing in
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Andy Sernovitz, Editor at Large
Andy Sernovitz is the New York Times best-selling author of "Word of Mouth Marketing: How Smart Companies Get People Talking" and the blog "Damn, I Wish I'd Thought of That!" He runs, where marketers and entrepreneurs learn to be great at word of mouth marketing, and, the community for social media leaders at the world's greatest brands.
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