Analysis: Facebook changes offer improved outreach for brands | Facebook adds Storylane team to its ranks | Kraft engages via mobile and Twitter for new macaroni dish
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March 11, 2013
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Today's Buzz
YouTube may get a competitor from its own past
YouTube co-founder Chad Hurley says he plans to release a rival video-sharing website aimed at promoting collaboration. Hurley says he doesn't expect the site to displace YouTube and that he wants it to be a platform that "gives flexibility for people to work together and create content." Adweek (3/9)
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Network Update
Analysis: Facebook changes offer improved outreach for brands
Facebook's upcoming changes to its news feed mean that brands will be able to gain a clearer picture of when during the day fans are engaging with the network most, Seth Simonds writes. Changes to how content is displayed also mean that brands will be able to post YouTube videos more seamlessly along with better-quality images. Links to outside content will also get larger thumbnails. Advertising Age (tiered subscription model) (3/8)
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Facebook adds Storylane team to its ranks
Facebook has acquired social network Storylane for an undisclosed sum, the startup's founder said in a blog post. Storylane said it will provide tools to help users who have submitted stories to migrate them to other sites and noted that Facebook will not be gaining access any user data from its acquisition. (3/8)
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Ideas in Action
Kraft engages via mobile and Twitter for new macaroni dish
Kraft is promoting its Mac & Cheese brand with mobile ads that encourage users to engage and receive a coupon for Kraft's microwavable macaroni. The campaign builds on its #MissedDinner Twitter initiative. When the ad, running on several mobile sites, is tapped, consumers can view a video for the brand's new homestyle macaroni & cheese bowls. Mobile Marketer (3/11)
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WWE thrives in social media engagement
World Wrestling Entertainment provides ways to interact across multiple platforms for a highly interactive experience, WWE executives said at the South by Southwest Interactive Festival. The WWE's 97 million Facebook "likes" over 100 accounts outshines the totals of the National Football League and National Basketball Association, and the WWE's second-screen application reportedly is the most popular of its type in the U.S., with 4.4 million downloads. SmartBrief/SmartBlog on Social Media (3/10)
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Research and Reports
McDonald's exec talks social, celebrity tweets
"We're tracking 2.5 [million] to 3 million-plus conversations each month, and it's sometimes difficult to see a little bubble before it turns into a major trend for us," McDonald's Social Media Director Rick Wion says in this interview. McDonald's uses Radian6 and Sprout Social to get a handle on all the social chatter, and works with an internal legal team to react in real time to celebrities' appearances at restaurants via Twitter. "As it turns out, celebrities go to McDonald's. When a celebrity tweets, we can retweet their original tweet. We don't add to it." eMarketer (3/8)
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The Takeaway
Strong psychological responses drive viral-video success
Prompting a strong psychological response from the audience and offering a strong reason for sharing are the best indicators that a video will go viral, says Unruly Media's Cat Jones. The use of humor, nostalgia and even disgust are ways to generate a powerful psychological impact, Jones says. Brands also need to give viewers a reason to share their videos, whether it be getting the word out about a charitable cause or because the videos spark conversation in real life, she says. Business Insider (3/10)
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Social Shareable
The healthy debate over daylight saving time
Setting the clock ahead an hour for daylight saving time throws off circadian rhythms and contributes to traffic accidents, workplace injuries and heart attacks, say chronobiologists. Even cows feel the effects of the change when they're milked an hour earlier than usual, Bora Zivkovic writes, joining in the universal jet lag we experience when the clock changes. Blog Around The Clock (3/7)
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Most Read
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.
You can have the best video in the world, but if you just put it on your company YouTube, no one will see it."
-- Cat Jones of Unruly Media, as quoted by Business Insider
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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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Lead Editor:  Jesse Stanchak
Contributing Editor:  Ben Whitford
Publisher:  Dena Malouf
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