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October 31, 2012
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Today's Buzz 
 
  • Brands' biggest Sandy-related social media bungles: A number of brands unwisely decided to turn Hurricane Sandy into a marketing opportunity, Connor Simpson and Rebecca Greenfield write. For example, American Apparel advertised a sale for the areas affected by the storm and Urban Outfitters sent out a tweet that read, "This storm blows (but free shipping doesn't)!" The Atlantic Wire (10/30) LinkedInFacebookTwitterGoogle+Email this Story
  • Twitter user could face charges over Sandy rumors: New York City officials have been asked to consider criminal charges against a Twitter user named Shashank Tripathi who reportedly created bogus rumors via the social network during Hurricane Sandy. Tripathi, who was the campaign manager for a congressional candidate, is believed to have used the handle @comfortablysmug to say the New York Stock Exchange had been flooded, and that all of Manhattan would soon lose electrical power. New York City Councilman Peter Vallone said "the Manhattan DA is taking this very seriously," while noting that "it's a very difficult case to make." BuzzFeed (10/30) LinkedInFacebookTwitterGoogle+Email this Story
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 
  • Google+ bug throws some link-sharers for a loop
    A glitch surfaced on Google+ on Tuesday, with some users finding that shared pages were posted with incorrect links. It was unclear how many users were affected. "[I]t seems sporadic rather than widespread," Danny Sullivan writes. Marketing Land (10/30) LinkedInFacebookTwitterGoogle+Email this Story
Ideas in Action 
  • Tracing the viral path of "Gangnam Style"
    The spread of "Gangnam Style," a colossal global hit from South Korean rapper Psy, was the result of a painstakingly planned digital word-of-mouth-marketing campaign. A report from 10 Yetis shows that Psy's label, YG Entertainment, built up a multiplatform online video-distribution network and a sizable stable of socially savvy artists well in advance of its "Gangnam Style" publicity push. "It is really clear that the campaign was well thought out, well executed and we ... doff our cap to Psy and the YG Entertainment team," 10 Yetis chief Andy Barr says. The Drum (Glasgow, Scotland) (10/30) LinkedInFacebookTwitterGoogle+Email this Story
 
Research and Reports 
  • Survey: 43% of SMBs put in 6 hours or more per week on social media
    More than 40% of small businesses dedicate six or more man-hours per week to running their social media accounts, according to a VerticalResponse survey. More than one-third said they spend between six and 20 hours a week on social media, while 7% spend more than 20 hours a week on it. The survey also found that about two-thirds of SMBs say they're spending more time on social media than they were last year. VentureBeat (10/29) LinkedInFacebookTwitterGoogle+Email this Story
SmartPulse 
  • Do you believe that the candidates' social media outreach efforts will have an effect on the presidential election?
    Yes  68.99%
    No  31.01%
  • Did you use social media to follow or post content about Hurricane Sandy?
I followed news about the storm via social networks, but didn't post
I posted content about the storm to social networks, but didn't use them to follow news about the storm
I followed news about the storm on social networks and posted content
I neither followed news about the storm, nor posted to social networks about it

The Takeaway 
  • Why brand advocates matter more than "influencers"
    Dedicated brand advocates, not generic "influencers," are the key to building buzz, Edelman executive Michael Brito wrote in a Facebook chat. That's because advocates are brand loyalists who will spread the word without requiring further incentives, Brito wrote. "Usually influencers are advocates of a certain vertical ... but rarely are they going to talk about just ONE brand. The advocates will," he wrote. BlogWorld (10/30) LinkedInFacebookTwitterGoogle+Email this Story
The Buzz(CORPORATE ANNOUNCEMENTS)

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Social Shareable 
  • Poor Venezuelans take over an abandoned skyscraper
    Squatters in Venezuela have taken over a half-built 45-story skyscraper in Caracas. The building -- still missing many windows and walls -- has effectively been converted into a "vertical slum," Emily Badger writes, with areas set aside for playgrounds, laundry, stores and living spaces. Experts say the tower is an example of how resources and infrastructure will have to be rethought in places with housing shortages. FastCoExist (10/30) LinkedInFacebookTwitterGoogle+Email this Story
 
Position TitleCompany NameLocation
Account ExecutiveCollective Digital StudioLos Angeles, CA
Sr. Business Leader, Social Media (Content and Engagement)VISAFoster City, CA
Click here to view more job listings.

SmartQuote 
You can't change behavior unless the brand is 'human.' "
--Michael Brito of Edelman, as quoted by BlogWorld
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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 WordofMouth.org, where marketers and entrepreneurs learn to be great at word of mouth marketing, and SocialMedia.org, 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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