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July 9, 2012
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Today's Buzz 
  • Agencies shy away from social media pigeonhole
    A few years ago, marketing firms were eager to style themselves as a "social media agency," but now many are distancing themselves from the label. Brands are either doing their social media work in-house or are seeking cross-platform marketing expertise, marketers say, so there's little to be gained by positioning an agency as a social media specialist. "As I start to talk to more people about the state of the quote-unquote social media agency, I vehemently deny that we are one. That stance is probably not good for business in the short run," says Ian Schafer, CEO of Deep Focus. Adweek (7/9) LinkedInFacebookTwitterGoogle+Email this Story
Not All Geofences Are Created Equal — Here's Why
According to Pitney Bowes, more than 80% of data maintained by organizations worldwide has a location component. Location intelligence has a variety of uses—customer analytics, geofencing, user experience, advertising and marketing campaigns, safety and security—to name a few. This white paper focuses on geofencing and its growing use cases.
Network Update 
  • Twitter upgrades search with an auto-suggest feature
    Twitter is beefing up its search function, adding suggestions and results culled from the list of people a user follows. That should facilitate social discovery and help strengthen Twitter relationships, company officials said; still, some Twitter users saw the upgrade as long overdue. "About time. Twitter search has been non-ideal since forever," one Twitter user wrote in a tweet. GigaOm (7/6) LinkedInFacebookTwitterGoogle+Email this Story
Ideas in Action 
  • Finding focus helped Nvidia tout video
    Shanee Ben-Zur's creation of online videos for Nvidia gave her valuable experience on best practices, Andy Sernovitz writes. Keeping the message simple and focused on one product announcement persuaded more busy journalists than several items grouped together did. And talking the media through the video and focusing on one project at a time proved an effective technique for getting them to share it. SmartBrief/SmartBlog on Social Media (7/9) LinkedInFacebookTwitterGoogle+Email this Story
  • Coke promotes Foursquare check-ins to favorite parks
    Coca-Cola is working with Foursquare on a check-in promotion that would allow travelers to vote for their favorite park, with the winning park eligible to win a $100,000 grant. "There's definitely an emerging trend towards combining digital with outdoor live events," said John Bara, chief marketing officer of ThisMoment, one of Coke's partners in an earlier effort promoting a Paul McCartney concert in Mexico City. Adweek (7/6) LinkedInFacebookTwitterGoogle+Email this Story
  • New York's mayoral candidates use Twitter with trepidation
    Candidates for New York City's next mayoral election are harnessing social media with a new awareness of the potential pitfalls following the Twitter-related downfall of former Rep. Anthony Weiner. Some candidates are still using Twitter; City Council Speaker Christine Quinn is promoting herself to followers with a contest where winners will tour City Hall with her. But all the candidates are carefully separating personal and government social accounts to comply with laws against the use of government money or resources in a campaign. The Wall Street Journal (7/8) LinkedInFacebookTwitterGoogle+Email this Story
Research and Reports 
  • Beer or the Bible? Twitter analysis suggests America's tastes
    Geographer Monica Stephens writes that the DOLLY project divided about 10 million geo-tagged tweets from a six-day period according to their mentions of beer and to church. The results follow the traditional red state-blue state divide, with Twitter users in Western and Northern states talking more about alcohol and those in Southeastern states talking more about religion. Boston and San Francisco were home to the most beer-heavy ratios, Stephens writes, while Dallas residents leaned hardest toward church mentions. Floating Sheep (7/4) LinkedInFacebookTwitterGoogle+Email this Story
The Takeaway 
  • Don't turn tweets into transactions
    A campaign to let users "pay" for an e-book with a tweeted plug misses the point of social media marketing, Mitch Joel writes. The closed, transactional nature of the exchange means customers have little incentive to become lasting evangelists for the book, Joel writes. Far better to let users tweet after having actually read the book, when they're able to advocate for the brand in a more meaningful way, he writes. (7/3) LinkedInFacebookTwitterGoogle+Email this Story
  • Rise of the "memejacker"
    Smart marketers are seeking to hijack existing memes to generate viral buzz for their brands, Pamela Vaughan writes. "Memejacking" can take some of the guesswork out of online marketing by allowing brands to piggyback on memes that have gone viral, and can be a quick and easy way to create content. That said, it's important that such efforts be timely, audience appropriate and based on a deep understanding of what made the meme popular in the first place, she writes. Internet Marketing Blog (7/6) LinkedInFacebookTwitterGoogle+Email this Story
  • Other News
Social Shareable 
  • How extreme training shaped the career of a Yankees pitcher
    New York Yankees pitcher Hiroki Kuroda was one of the last ballplayers to come through Japan's brutal, and now largely reformed, high-school baseball system. Coaches treated players like "slaves," Kuroda recalls, making them train for 15 hours a day without drinking water, and punishing poor performers by beating them with baseball bats or forcing them to run continuously for long periods. "It was all so ingrained in me that I still have a fear of giving up hits and runs," Kuroda says. The New York Times (tiered subscription model) (7/5) 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
Community Manager - Social Media MarketingChangYou.comSanta Clara, CA
Social Media CoordinatorAmerican Public University SystemManassas, VA
Part Time/Full Time Consumers assignmentBrand SolutionsNationwide, United States
Director of Digital & Social MediaSuffolk UniversityBoston, MA
Click here to view more job listings.

Editor's Note 
When a consumer derives value -- especially from something that was given to them for free -- they become the best kind of evangelist."
--Mitch Joel, writing at
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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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