Monday, February 10, 2014

SmartBrief on Social Media.

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February 10, 2014
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SmartBrief on Social Media


Today's Buzz
Protesters target Olympic sponsors' social efforts
Olympic sponsors are banking on social media to spread their message, but are coming up against several controversies, including the growing number of activists and consumers using Olympic hashtags to condemn Russia's anti-gay policies. McDonald's #CheersToSochi is a prime target for parody and activist tweets. It's "important to remember that social media is all about a conversation," said Rick Wion, U.S. director of social media at McDonald's. Mashable (2/9)
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Network Update
Analysis: Twitter must court the average user
Twitter's endlessly scrolling information stream has made it a hit with several corners of the Internet, including the media, advertisers, celebrities and activists. But some of the platform's natural constraints have kept it from becoming a hit with mainstream users, according to this analysis. "The mandate is different on Twitter. ... You need to develop a voice, which is something Facebook doesn't ask of you," says clinical psychologist Sherry Turkle. The Wall Street Journal (tiered subscription model) (2/9)
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Ideas in Action
Marc Jacobs store swaps products for social media buzz
In exchange for sharing their experience via social media, visitors to the Marc Jacobs Daisy perfume pop-up store in Manhattan can walk out with products. The Daisy Marc Jacobs Tweet Shop "is a way to say a big thank you to the people who love Daisy and are constantly finding creative ways to show their affection for the brand," said Lori Singer, the brand's vice president of marketing. Mashable (2/6)
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Research and Reports
Twitter turns on its "fire hose" for academics via Data Grants
Twitter is testing a Data Grants program that will give approved research institutions free access to its "fire hose" of public and historic tweet data. The program will be run in tandem with data-reseller Gnip, and is aimed at "connecting research institutions and academics with the data they need," Twitter's Raffi Krikorian wrote in a blog post. (2/6), CNET (2/5)
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The Takeaway
How to make Facebook work for your small business
Your small business should have a strong presence, Karen Mishra writes. Consider offering discounts for customers who follow you on the social network, and publicize your Facebook page in other marketing materials, Mishra writes. Also, engage your followers in conversation, and find ways to recognize your most loyal customers, she writes. Entrepreneur online (2/6)
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Social Shareable
Figure skater misses gold, wins the Internet
U.S. figure skater Ashley Wagner is drawing comparisons to London Olympics gymnast McKayla Maroney for her reaction to a disappointing result. Wagner's face turned to visible shock after receiving a low score in the new team-skating event. The image "made for perfect meme-making material," Annie Colbert writes. Mashable (2/9), E! Online (2/9)
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Who's Hiring?
Position TitleCompany NameLocation
Director of Social Media & Digital MarketingNorthern Illinois UniversityDeKalb, IL
Senior Manager of Social Marketing Aspen Dental East Syracuse, NY
Click here to view more job listings.
There's a real downside to lobbing your hat into the conversation if you don't have anything relevant to say or the credibility to say it. Silence can be golden."
-- David Srere, co-CEO of Siegel+Gale, as quoted by Mashable
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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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