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December 21, 2012
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Today's Buzz 
Network Update 
  • Diamond company's sales shine with Facebook
    Seamus Fahy said Facebook fuels 25% of sales for Voltaire Diamonds, the customized engagement and wedding ring company he founded more than four years ago. After establishing a Facebook page, Voltaire didn't just upload pictures of merchandise -- it also shared videos with tips for buying diamonds, asked customers to vote on ring designs and share personal stories, and used ads geared toward its target audience of 26- to 35-year-olds. "Overall we drove 40% growth in fans in six months through consistent use of Facebook [strategies]," Fahy said. (Ireland) (12/19) LinkedInFacebookTwitterGoogle+Email this Story
  • Facebook invites brands to visit its Publishing Garage
    Facebook has launched a program to help brands and marketers improve their presence on the social network. The Publishing Garage project is designed to be "an ignition switch to make the participating brand one of the best publishers on Facebook," the company said in a news release. Brand representatives can gain access to a team of Facebook creative strategists and tools to analyze campaign performance. TechCrunch (12/20) LinkedInFacebookTwitterGoogle+Email this Story
Ideas in Action 
  • Taco Bell cooks up social buzz for new appetizers
    Taco Bell is going digital to promote new appetizer menu items, running social ads on sites such as BuzzFeed, Facebook, Twitter and Pandora. The campaign includes banners, pre-roll videos, interactive apps and other digital tricks aimed at pushing the idea that the new appetizers are too good to share. Adweek (12/20) LinkedInFacebookTwitterGoogle+Email this Story
Research and Reports 
  • Study looks at brand engagement on social media
    A Forrester Research study of U.S. and Canadian social media users found that about 45% said they had interacted with a brand via social channels in the previous three months. Still, there's plenty of resistance to branded social interactions, as only 7% of respondents said they use Twitter to follow a brand, and the same percentage said they have posted on a brand's social media profile page. Mashable (12/19) LinkedInFacebookTwitterGoogle+Email this Story
The Takeaway 
  • Social media lessons from a crowd of sloppy Santas
    SantaCon, a rowdy annual gathering of people dressed like Santa Claus, is held at hundreds of locations worldwide, and in some ways it can be seen as a metaphor for the rise of social media, Drew Neisser writes. The gatherings' "the more, the merrier" ethos mirrors marketers' focus on growth and fan acquisition, with similarly patchy results. "At its worst, SantaCon is a day of out-of-control drunks. ... Social media shares this potential for sloppiness, as consumers feel free to rant about brands on Twitter and Facebook," Neisser writes. MediaPost Communications/Marketing Daily (12/19) LinkedInFacebookTwitterGoogle+Email this Story
Social Shareable 
  • A guide to post-apocalyptic living
    The Mayan calendar hit the end of the road this morning, an occasion that had some predicting the end of the world. Since we're still here, Ted Burnham offers some advice for carving out an existence in the "post-apocalyptic" world. Befriend other survivors, secure food and shelter and be sure to take care of your hangover if you attended an end-of-the-world party, he writes. "Time to rehydrate, maybe pop some aspirin, whatever it takes to get you back on your feet," Burnham writes. National Public Radio/Shots blog (12/21) LinkedInFacebookTwitterGoogle+Email this Story
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Featured Content 

Facebook sure is trying its hardest to make money off you this year, but this week it's gotten really annoying."
--Rebecca Greenfield, writing at The Atlantic Wire
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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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