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August 27, 2012
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Today's Buzz 
Network Update 
  • Why Twitter shouldn't have shut out Tumblr
    Twitter's decision to shut out certain features from Tumblr could cause the social network big problems down the line, Robinson Meyer writes. Twitter's role as a public forum makes it ideally suited to become the Web's de-facto identification system -- but Twitter appears to have spurned that role, Meyer writes. (8/23) LinkedInFacebookTwitterGoogle+Email this Story
  • GraphEffect aims to be Facebook for marketers
    A social network called GraphEffect aims to give marketers, ad agencies and brands a place to gather and a tool with which to coordinate their projects. The network should help streamline the process of putting together an online campaign, allowing internal and cross-organizational networking, CEO James Borow says. "The way people work now is highly fragmented and totally frustrating. ... There's no way that in two years from now the process should be this difficult," he says. (8/24), Business Insider (8/25) LinkedInFacebookTwitterGoogle+Email this Story
Ideas in Action 
Research and Reports 
  • Major firms fail to link their websites, social media presences
    Many Fortune 500 brands are downplaying their social media connections as a means of contacting them, according to a Genesys study. More than half of the companies surveyed did not include a Facebook button or a Twitter handle on their "Contact Us" pages. About a quarter of the firms do not list social media channels on their website home page, compared with 13% of the companies surveyed that don't list a phone number on their site. MediaPost Communications/Online Media Daily (8/24) LinkedInFacebookTwitterGoogle+Email this Story
The Takeaway 
  • Know your audience to create killer content
    Content is vital to success on the social Web, but only brands that know their audience inside-out can build winning content strategies, Grant Webb writes. It's important to be clear about who your target audience is to create content tailored to their needs and interests. "Selecting the right topic and targeting your audience is the easiest way to generate buzz and keep users coming back," Webb writes. SmartBrief/SmartBlog on Social Media (8/27) LinkedInFacebookTwitterGoogle+Email this Story
  • Not every business needs to tweet
    Small businesses such as dry cleaners shouldn't fall into the trap of assuming that their customers automatically want to have a social media relationship with them, writes Ramon Ray. Small businesses in many areas might be better off focusing on other outreach methods rather than trying to artificially forge social media ties to their customers. "[W]hile it's cute for a local dry cleaner to tweet ... overall people just want to have their clothes quickly cleaned," Ray writes. (8/24) LinkedInFacebookTwitterGoogle+Email this Story
Social Shareable 
  • Neil Armstrong, in his own words
    Former astronaut Neil Armstrong was notoriously reluctant to grant interviews, but he did send letters and e-mails to co-workers, reporters and the occasional comic-book author. The letters reveal a man modest about his achievements, passionate about the manned space program and equipped with a quirky, bone-dry sense of humor. (8/25) LinkedInFacebookTwitterGoogle+Email this Story
Featured Content 

Most Read 

Top five news stories selected by SmartBrief on Social Media readers in the past week.

  • Results based on number of times each story was clicked by readers.
Position TitleCompany NameLocation
AIRCRAFT LINE MECHANICEmpire AirlinesAnchorage, AK
Sr. Business Leader, Global Digital Marketing Strategy and CapabilitiesVISAFoster City, CA
Click here to view more job listings.

The secret to creating and maintaining buzz for your content is to write content your audience wants to read."
--Grant Webb, writing in SmartBrief's SmartBlog on Social Media
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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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