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October 24, 2012
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Today's Buzz 
The Social Media ROI Cookbook: Six Ingredients Top Brands Use
In this free report, industry expert, Altimeter, explores the most effective "ingredients" for measuring the revenue impact of social media, providing insights and case studies from an array of top companies. Offerpop is happy to make this penetrating study available to SmartBrief readers. Download it for free!
Network Update 
  • Analysis: Low-"friction" actions are key to fueling social discovery
    Impulse purchases accounted for 55% of retail sales last year, a retail industry group says. Such purchases often are borne out of social discovery, but different means of social engagement yield different results, Payvment CEO Jim Stoneham writes. He argues that mechanisms such as "Like" buttons are most effective when trying to drive purchases based on social discovery because they have a high level of social outreach and a relatively low level of user "friction." A "want" button on Facebook would be less successful, he writes, because such expressions have a higher level of friction. All Things D (10/23) LinkedInFacebookTwitterGoogle+Email this Story
Ideas in Action 
  • Consumers can make purchases through tweets with Chirpify
    Chirpify allows users to buy products and make donations or money transfers over Twitter, and since February the service has gained 10,000 members and facilitated more than 3,000 transactions, the company says. Users can tweet "buy," "donate" or "pay" to participating companies. Chirpify's services are available via Instagram as well. CNNMoney/Fortune (10/23) LinkedInFacebookTwitterGoogle+Email this Story
  • Pizza chain re-follows Twitter fans in real life
    The pizza chain Mellow Mushroom is re-following its followers in real life through the "Follow Me and I'll Follow You" campaign. The restaurant's mascots followed 20 of Mellow Mushroom's Twitter followers during one week and used hidden cameras to record the incidents. (10/22) LinkedInFacebookTwitterGoogle+Email this Story
Research and Reports 
  • Paid, owned and earned media go hand in hand, report finds
    The return on investment of social media campaigns can best be understood by accepting that a brand's paid, earned and owned media exposure are fundamentally interconnected, according to a report from the Interactive Advertising Bureau and the Jordan, Edmiston Group. "The high level analysis for media effectiveness takes all of earned and owned divided by paid. ... The higher the ratio, the more earned amplification is generated from paid," the report notes. Business Insider (10/22) LinkedInFacebookTwitterGoogle+Email this Story
  • How would you describe the majority of your social media content?
    Text-based  63.55%
    Image-based  32.71%
    Video-based  2.80%
    Audio-based  0.93%
  • Do you believe that the candidates' social media outreach efforts will have an effect on the presidential election?

The Takeaway 
  • How smart Facebook page managers build followings
    Successful Facebook page managers look for ways to reach out to their target audience to increase the number of people who have "liked" their page, Andrea Vahl writes. Consider linking your Facebook presence to other forms of promotion, such as QR codes or business cards; using contests to get potential fans' interest; or making connections with other page managers who might be open to a cross-promotion strategy, Vahl writes. (10/23) LinkedInFacebookTwitterGoogle+Email this Story
Social Shareable 
  • Brawl in soccer game leads to both teams being suspended
    All members of both teams in a soccer match in Paraguay were suspended for getting into an on-field fight that started as an altercation between two players in the last five minutes of the game. The referees headed for the dressing room instead of trying to restore order, a decision that did not sit well with Sixto Nunez, president of the visiting Libertad team. "The referee needed to take better care of the boys. He should have made sure that the two dismissed players were completely off the field," Nunez said. Reuters (10/23) LinkedInFacebookTwitterGoogle+Email this Story
Sponsored Poll 
  • What's your biggest challenge in connecting social data with your CRM?
Lack of technology resources to analyze the data we collect
Concerns about protecting the privacy of our social media connections
Lack of sufficient profile data from social media sites
Overcoming organizational silos
Lack of understanding of what types of questions we should be asking

Position TitleCompany NameLocation
Account ExecutiveCollective Digital StudioLos Angeles, CA
Click here to view more job listings.

If we're going to be successful using social discovery to drive meaningful commerce revenues, we have to drive broad social discovery by giving people easy ways to work up the engagement curve and engage in conversation."
--Jim Stoneham, CEO of Payvment, writing at All Things D
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 Andy Sernovitz, Editor at Large
Andy Sernovitz is the author of "Word of Mouth Marketing: How Smart Companies Get People Talking" and the fantastic 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. He taught word of mouth marketing at Northwestern and internet entrepreneurship at Wharton.

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