Most Clicked SmartBrief on Social Business Stories

1. How Airbnb, Lenovo and Bacardi are getting the most out of Instagram

SmartBrief on Social Business | Jun 24, 2015

Airbnb, Lenovo and Bacardi Limon are among the marketers that are making the most of their Instagram presence by understanding what makes the platform unique and playing to its "ethos of authenticity and visual flair," writes James DeJulio. Advertising Age (free access for SmartBrief readers) (06/23)

2. Brands are getting serious about GIFs

SmartBrief on Social Business | Jun 25, 2015

Marketers are using GIFs to craft visual messages for social media platforms. Paramount Pictures is employing GIFs as part of its promotion for "Terminator Genisys," in part to attract younger audiences not familiar with the franchise. Adweek (06/24)

3. How to compare metrics across social networks

SmartBrief on Social Business | Jun 29, 2015

The relative value of retweets, likes and other network-specific social metrics isn't always straightforward, writes Doug Schumacher. That's where the fan-count-to-engagement ratio comes in: You can start to identify trends across networks by dividing the number of interactions with the number of posts made and the number of fans, Schumacher writes. iMedia Connection (06/24)

4. Instagram to take on Twitter with events-linked discovery

SmartBrief on Social Business | Jun 24, 2015

Instagram is updating its Explore button to make it easier to access streams of photos associated with specific places or events, in a sign that the social network aims to muscle in on Twitter's dominance of real-time, event-linked sharing. "We're unlocking a new capability in the world," says CEO Kevin Systrom. "It is allowing our community to connect to the world as it happens." The New York Times (tiered subscription model) (06/23)

5. We need a full-time CEO, Twitter says

SmartBrief on Social Business | Jun 23, 2015

Running Twitter is a full-time commitment, and the company's next CEO will need to be able to give it 100% of his attention, the company said this week. The message, which also announced the hiring of executive-search firm Spencer Stuart, appeared to be aimed at interim boss Jack Dorsey, who is also CEO of payments company Square. "[A]ll the back-and-forth with Dorsey likely isn't filling anyone with confidence that the company knows what it's doing," Mathew Ingram writes. Fortune (06/22) Bloomberg (06/22)

6. Brands experiment with click-to-buy strategy on Snapchat

SmartBrief on Social Business | Jun 24, 2015

Shopping aggregator ShopStyle and retailer Farfetch are using Snapchat to promote style bloggers, with each Snapchat story offering readers a chance to buy offerings. The link takes users off Snapchat to ShopStyle's website. (06/23)

7. Messenger now open to non-Facebook users

SmartBrief on Social Business | Jun 25, 2015

Facebook is letting users sign up for Messenger using just their name and phone number, rather than a Facebook account, which could boost growth for the service. "It's a way to get to the last mile and the last few people who want to use Messenger who potentially didn't want to use Facebook or couldn't use Facebook," Facebook's David Marcus says. TechCrunch (06/24)

8. Facebook upgrades iOS app with Snapchat-like features

SmartBrief on Social Business | Jun 29, 2015

Facebook has added Snapchat-like features to its iOS application that allow users to add photos customized with text, filters and stickers to their Facebook profiles. The move comes after Facebook failed to acquire Snapchat and its efforts at duplicating the service outright proved less than popular. TechCrunch (06/28) The Verge (06/29)

9. How to build a social network for the elderly

SmartBrief on Social Business | Jun 23, 2015

Social networks need to embrace audio content rather than focusing on text to appeal to older users, David Gelernter writes. "The elderly don't want to type; they want to talk," Gelernter writes. "And if they can't make sense of new software in 10 seconds, they move on." The Wall Street Journal (tiered subscription model) (06/19)

10. Why Kim Kardashian won't allow marketing on her Instagram

SmartBrief on Social Business | Jun 26, 2015

Kim Kardashian West says she's keeping her Instagram account off-limits to brands, despite marketers who've sought to strike promotional deals with her. "It is my personal world. I know a lot of my brands get frustrated that I don't promote as much as they would like," she says. The Guardian (London) (06/24)

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