February 12, 2013
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SmartBrief on Social Media

Today's BuzzSponsored By
Business-focused network will favor data scraped from the Web
A business-focused networking site called Relationship Science aims to use public data to create "the ultimate business Who's Who," Andrew Ross Sorkin writes. The subscription-based site could have an edge on social networks such as LinkedIn and Facebook because it auto-populates with data scraped from the Web, rather than requiring people to sign up, allowing it to create a more exhaustive database of business leaders, Sorkin writes. The service could also allow users to find more potential intermediaries to the people they want to contact. The New York Times (tiered subscription model)/DealBook blog (2/11)
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
Parsing the stakes of Twitter's upcoming advertising API
Twitter is reportedly preparing to launch an API for advertisers later this quarter, and is already briefing agency and ad executives. The API's success will depend on how well Twitter can increase advertising without clogging users' feeds, experts say. "They have a strong heritage as an organization in making sure the [stream] is hallowed ground. ... I don't believe that will change at all," says Jordan Bitterman of Digitas. Adweek (2/11)
Intense mobile engagement of Twitter users seen as brand opportunity
A large percentage of Twitter users say they prefer mobile devices over PCs when accessing the social network. Twitter says 86% of mobile-preferring users check the network on their devices more than once a day. Given this, Twitter offers advertisers a prime mobile opportunity to "engage directly with consumers to connect your brand and your message into what's interesting to that consumer in that particular moment," said Guy Yalif, Twitter's head of global product marketing. MediaPost Communications/Online Media Daily (2/11)
Ideas in Action
American Express rolls out a tweet-to-buy program
American Express is looking to trump Facebook and Discover's Facebook Card with an enhanced alliance with Twitter that allows cardholders to make purchases directly from their Twitter accounts. American Express has used the same Card Sync technology to offer special deals, rather than direct purchases, through Twitter, Foursquare, Xbox Live and Facebook, since 2011. The program is launching with a variety of tech products for sale, such as a Microsoft Xbox 360 or an Amazon Kindle Fire HD. Adweek (2/11)
Pizza Hut aims for hungry lovers with Twitter campaign
Pizza Hut is giving Twitter users in the 48 contiguous U.S. states a chance to win a Valentine's Day care package that includes a bottle of pizza-scented perfume and a coupon for free food. People who post messages to @PizzaHut using the hashtag #LastMinuteLovers will be entered into a series of hourly drawings for the freebies. MediaPost Communications/Marketing Daily (2/11)
Research and Reports
Top brands see a surge in Google+ followings
The top 100 brands on Google+ have a collective 20.9 million fans, according to a BrightEdge report. Apparel retailer H&M has about 2.49 million connections, more than any other brand. Ten brands have almost 80% of all brand followers on the social network, researchers found. MediaPost Communications/Online Media Daily (2/11)
The Takeaway
How firms use social media to enhance recruiting
Companies such as UPS, Sodexo and Taco Bell are using social networks such as Facebook, Twitter and Pinterest to help their recruiting efforts. About three-quarters of employers responding to a Jobvite survey said they made hires through social media in 2011, so firms can't afford not to have an HR presence on social networks, writes Jason Ginsburg. "Clearly, if your company isn't on these social networks, you're missing out on a large pool of passive candidates," Ginsburg writes. SmartBrief/SmartBlog on Social Media (2/12)
Social Shareable
Facebook artist turns churches into chickens
A Facebook user has created a page dedicated to churches made to look like oversized chickens with the addition of a pair of googly eyes, a cowl and a beak. "[T]he curator behind the ... project certainly has a keen eye for a zoomorphic architecture," Samuel Medina writes. Architizer.com (2/8)
Editor's Note
Interested in writing for SmartBlogs?
Everyone knows that SmartBrief aggregates the best content from around the Web, but did you know we also feature original blog posts, videos and interviews with thought leaders on our own blog network? Check out the SmartBlogs Network for insights from some of the brightest minds in social media marketing, restaurants, finance, executive leadership and education. Interested in contributing to one of the SmartBlogs? Check out our submissions guidelines or e-mail Jesse Stanchak for details.
Who's Hiring?
Position TitleCompany NameLocation
Social Media Manager, Senior-IEB-XBOX Live (815603)MicrosoftRedmond, WA
Social Media Manager HuluGreater Los Angeles Area, CA
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Associate Program Manager, Social Media StrategyLiberty Mutual InsuranceGreater Boston Area, MA
Director, Social Media/MarketingMarriott InternationalBethesda, MD
Manager Social Media MattelEl Segundo, CA
Click here to view more job listings.
We live in a service economy. Building relationships is the most important part for selling and growing."
-- Neal Goldman, co-founder of CapitalIQ, as quoted by The New York Times' DealBook blog
 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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Lead Editor:  Jesse Stanchak
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