February 22, 2013
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Today's Buzz
Analysis: To succeed, Facebook Graph Search must persuade users
The success of Graph Search will depend upon persuading users to freely share more information about themselves, Jordan Novet writes. That could be a difficult proposition, as people are already starting to balk as they realize just how much of their lives can be accessed through Graph Search, Anand Giridharadas writes. "If Graph Search changes anything about how we live, it may be that it decisively shifts the burden of privacy onto you. It is now your duty to opt out of being discovered," Giridharadas writes. GigaOm (2/21), The New York Times (tiered subscription model) (2/22)
Network Update
Twitter adopts new e-mail authentication after hacks
Twitter has responded to attacks on Burger King's and Jeep's accounts by adopting an e-mail standard used by Facebook, LinkedIn, Google and PayPal. The DMARC e-mail authentication protocol "helps receiving mailservers know, with a reasonable level of assurance, that an email's reported sender is accurate, not spoofed, and not forged," John Koetsier writes. VentureBeat (2/21)
Other News
Ideas in Action
Mr Porter issues stylish Instagram challenge to mobile users
Global photos of men's styles are the heart of a multichannel campaign from Net-A-Porter’s men’s destination Mr Porter. Mobile users are asked to provide their own Instagram pictures in the style of Mr Porter's photo shoots in exotic locales showcasing men's fashions offered by the brand. They can then browse through and pick their favorite images on a microsite. Luxury Daily (2/21)
Research and Reports
Social data has staying power, marketers say
Social media is seen as a top source of customer data by only about 12% of marketers, far behind the 49% who name website analytics as a top data source, according to a study. That could change: 78% of marketers plan to use social data of some sort this year, and a quarter say social media will become a top data source for them in the middle to long term. eMarketer (2/21)
The Takeaway
Want to master social media? Start by forgetting everything you know
Marketers would be well-served to forget the alleged lessons of the early days of social media, Mike Spataro writes. Business should forge cohesive strategies that focus on improving the business and should measure performance by tracking key indicators against well-defined benchmarks, Spataro writes. "The primary shift in this type of approach is that social media becomes part of the process from planning through execution. ... It moves your company away from the ad-hoc tactical approach that has prevailed over the first five years of the corporate social media generation," he writes. SmartBrief/SmartBlog on Social Media (2/22)
Coordinating a Twitter campaign with a live event
A prominent, well-publicized and often repeated Twitter hashtag is an essential companion to live-event marketing, writes Dayna Rothman. Use a tool such as HootSuite to monitor Twitter chatter before, during and after the event, and incorporate live tweets during the event itself, using it almost like a news feed. "Twitter users love stats and quotes, so try to include them as they appear in presentations or are quoted by the speakers," Rothman writes. Marketo/B2B Marketing and Sales blog (2/21)
Social Shareable
Artistic greatness may be only a blow to the head away
A sudden blow to the head can cause damage, but in rare cases it also can unlock artistic genius of which the victim was previously unaware, researchers say. In such cases, brain trauma shuts down areas of the brain that otherwise distract individuals from their latent creative talents, researchers say. Popular Science (2/19)
Editor's Note
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Director, Social Media/MarketingMarriott InternationalBethesda, MD
Manager Social Media MattelEl Segundo, CA
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[T]he creepiness of Graph Search is matched by a less-heralded loveliness. It offers reminders, search after search, of how marvelously complicated this little planet can be.
Anand Giridharadas, writing in The New York Times
 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
Contributing Editor:  Ben Whitford
Publisher:  Dena Malouf
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