Facebook is a gift to crooks, former conman says | McDonald's asks fans to share photos of their burgers | Sir Edmund Hillary is the star of Grape-Nuts Fit launch
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March 20, 2013
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Facebook is a gift to crooks, former conman says
The data that people make publicly available on Facebook is a gift to cybercriminals, says Frank Abagnale, the conman portrayed in Steven Spielberg's film "Catch Me if You Can." Abagnale, who now works for the FBI, says Facebook is a useful tool but that people need to be educated about how to use social networks more safely. "If you tell me your date of birth and where you're born [on Facebook] I'm 98% [of the way] to stealing your identity," he says. The Guardian (London) (3/20)
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Required Reading For Any Social Professional
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Network Update
Facebook helps advertisers spot lookalikes
Facebook has unveiled Lookalike Audiences, a tool that helps advertisers identify consumers similar to those they're already targeting. The service uses the e-mail addresses, phone numbers and user IDs used in marketers' Custom Audiences databases to locate similar consumers. Mashable (3/19)
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Ideas in Action
McDonald's asks fans to share photos of their burgers
McDonald's is seeking to improve its position on Instagram with a series of mobile banner ads encouraging users to take photos of Big Macs. When clicked, the ads expand to prompt people to photograph their food, or to download Instagram's application if they haven't already done so. MobileCommerceDaily.com (3/19)
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Sir Edmund Hillary is the star of Grape-Nuts Fit launch
Post Foods is launching Grape-Nuts Fit with a Facebook campaign remembering Sir Edmund Hillary's first successful climb of Mount Everest. The cereal brand is backing two contests under the themes "What's Your Mountain?" and "Do Something Extraordinary," with the best Facebook submissions receiving cash prizes. ClickZ (3/19)
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Film distributor turns to Vine for fan buzz
Movie distributor FilmDistrict is looking to boost online chatter about its upcoming release "Olympus Has Fallen" by inviting fans to submit 6-second reviews of the film using Twitter's Vine application. A selection of the fan reviews will be posted on Olympus6SecReviews.com. Deadline.com (3/18)
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Research and Reports
Facebook nostalgia trips are good for you, study says
About three-quarters of Facebook users in a study said they felt happier after trawling old Facebook posts. "Moreover, looking back on photos and wall posts was seen to provide a greater self-soothing effect, when participants were feeling low in mood, than other Facebook activities," the researchers wrote. AllFacebook.com (3/19)
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Have you ever produced event coverage as part of your social media presence?
Yes  65.15%
No  34.85%
Should event coverage be part of your social media presence?: About two-thirds of poll respondents indicated that they have produced event coverage as part of their social media presence. Those who do cover events have the right idea, as it's a great way to generate content that can be shared on multiple platforms, SmartBrief's Jesse Stanchak writes. "The challenge, of course, is that events require you to work quickly to capture the moment," Stanchak writes in SmartBrief's SmartBlog on Social Media.
Which is more challenging? 
VoteAppeasing angry fans
VoteGetting happy fans to tell others about you
The Takeaway
Facebook Timeline needs visual appeal to engage customers
Follow the Gap in taking advantage of your Facebook Timeline cover photo to give your social marketing a facelift, Writtent.com founder Helen Nesterenko writes. Use Facebook's "pin to top" feature routinely and organize your applications so that the most important ones catch the users' eyes, Nesterenko writes. Marketo/B2B Marketing and Sales blog (3/15)
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Social Shareable
A perfect bracket? Don't bet on it
The odds of randomly picking a perfect bracket for the NCAA basketball tournament are approximately 147 quintillion to 1, math professor Mike Weimerskirch says. Always picking the higher-seeded team brings the odds down to about 150 billion to 1. "It's going to be more likely for Phil Mickelson to get a hole in one on all four of the par threes in the opening round of the Masters than it is to fill out a perfect bracket," Weimerskirch says. National Public Radio (3/20)
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Who's Hiring?
Position TitleCompany NameLocation
Bookkeeper/Personal AssistantDuval Art CoutureNationwide, United States
Social Media Community Manager ICF InternationalFairfax, VA
Director, Social Media Product ManagementViacomNew York, NY
Social Media Strategist Schafer Condon CarterGreater Chicago Area, IL
Online Content Editor SabreGrapevine, TX
Online Marketing Manager - Hispanic Market Rosetta StoneWashington, DC
Click here to view more job listings.
Your privacy is the only thing you have left. Don't blame all the other companies -- Google, Facebook -- you control it."
-- Frank Abagnale, conman turned FBI security expert, as quoted by The Guardian
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 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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Contributing Editor:  Ben Whitford
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