Facebook's Atlas buy opens door for wider ad network, analysts say | Why investors like LinkedIn more than Facebook | LinkedIn says HP has site's biggest base of followers
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March 1, 2013
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Today's Buzz
Facebook's Atlas buy opens door for wider ad network, analysts say
Facebook has announced that it will buy the Atlas Advertiser Suite from Microsoft. The move will allow Facebook to sell "sponsorships, in-stream ads and other rich ad formats across the entire Web," Forrester analyst Nate Elliott says. "This is about building out the next generation of advertising tools," says Brian Boland, Facebook's director of monetization product marketing. Reuters (2/28), The New York Times (tiered subscription model)/Bits blog (2/28), The Wall Street Journal (2/28)
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Network Update
Why investors like LinkedIn more than Facebook
LinkedIn's valuation has more than quadrupled to $18 billion since it went public in 2011, partly because corporate recruiters are increasingly dependent upon the site, and willing to pay to use it. "There's one tool consistently used across the board, and that's LinkedIn," PepsiCo's Chris Hoyt says. The Wall Street Journal (2/27)
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Ideas in Action
LinkedIn says HP has site's biggest base of followers
Hewlett-Packard has become the first company to reach 1 million followers on LinkedIn, the social network announced Thursday. HP boosted its numbers by positioning CEO Meg Whitman as a thought leader and by using LinkedIn Follow ads, LinkedIn's Nick Besbeas wrote in a blog post. The company says about one-fifth of LinkedIn's 200 million users are connected with someone tied to HP. MediaPost Communications/Online Media Daily (2/28), Mashable (2/28)
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SXSW attendees may get a free ride with a tweet
Attendees at the South By Southwest Interactive festival may be able to get a free ride until 2 a.m. by mentioning the company HomeAdvisor and an accompanying hashtag in a tweet. The promotion is among several novel ways startups plan to use the festival to generate buzz, Constance Aguilar writes. "The ways of infiltrating and capitalizing on SXSW are endless, and many startups with the smallest budgets find ways to get creative and gather attention," Aguilar writes. SmartBrief/SmartBlog on Social Media (3/1)
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Girl Scouts offers some reality for "Honey Boo Boo"
Girl Scouts of the USA has stepped in to prevent Alana "Honey Boo Boo" Thompson, a 7-year-old reality-TV star, from selling Girl Scout cookies via her Facebook page. Thompson was hawking the cookies to her 700,000 followers on behalf of a friend. A Girl Scouts spokesperson said that allowing online sales would defeat "the whole purpose of selling the cookies." Daily News (New York) (2/28)
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Research and Reports
Researchers conduct a postmortem on Friendster
Researchers are using archived snapshots of Friendster to plot the social network's decline and eventual demise as part of an effort to understand how social networks fall apart. The site's fall was a "controlled demolition" in which ties between groups of friends gradually weakened and fell to pieces, researcher David Garcia says. "First the users in the outer cores start to leave, lowering the benefits of inner cores, cascading through the network towards the core users, and thus unraveling," Garcia wrote in an online chat. Wired.com (2/27)
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The Takeaway
Analysis: Myspace offers opportunity for brands
Brands should consider establishing a presence on Myspace, Bryan Boettger writes. It's important to have some fun and not appear too tentative or boring in your profile or your updates, and having a keen grasp of music will help your profile stand out, Boettger writes. "If you don't know music that well, get the help of someone who does. ... The right music nerd will help you show some style, represent your brand correctly and make your page approachable while also unique," he writes. MediaPost Communications/Social Media Insider blog (2/28)
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Social Shareable
Benedict quits Twitter, but Twitter can't quit Benedict
Pope Benedict XVI deleted his Twitter archives Thursday as he resigned and assumed the title of "pope emeritus." The pope's retirement was initially greeted with less levity than followers of the social network are accustomed to, but the jokes began to flow once the pontiff had officially stepped down. CNN (3/1)
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Editor's Note
#FollowFriday: IAB SmartBrief
The #FollowFriday tag is usually reserved for Twitter feeds, but today we're invoking it to suggest you subscribe to IAB SmartBrief, a daily news roundup of digital and interactive marketing trends, innovations, news and best practices. It's a newsy and informative complement to SmartBrief on Social Media. We hope you'll check it out.
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The question now is how quickly and successfully Facebook can integrate its data with Atlas' tools, and whether they can avoid a privacy backlash as they do so. History suggests they'll struggle on both counts."
-- Nate Elliott of Forrester Research, as quoted by Reuters
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 Andy Sernovitz, Editor at Large
Andy Sernovitz is author of "Word of Mouth Marketing" and the word of mouth marketing blog/newsletter "Damn, I Wish I'd Thought of That." Andy is CEO of GasPedal, a company that teaches word of mouth and hosts the Word of Mouth Marketing Supergenius conference.
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