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October 15, 2012
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Today's Buzz 
  • The dark side of the social Web
    Facebook and Twitter get a lot of attention but account for a relatively small proportion of social sharing, Alexis Madrigal writes. Studies suggest that 20% of social sharing happens on Facebook, 6% happens via Twitter and as much as 69% happens via "dark social" -- tools such as e-mail and instant messaging that are difficult for brands and publishers to measure and track. The benefit of social media to consumers is not that public social networks enable sharing, but that they create a public record of what is shared, he writes. The Atlantic online (10/12) LinkedInFacebookTwitterGoogle+Email this Story
The Social Media ROI Cookbook: Six Ingredients Top Brands Use
In this free report, industry expert, Altimeter, explores the most effective "ingredients" for measuring the revenue impact of social media, providing insights and case studies from an array of top companies. Offerpop is happy to make this penetrating study available to SmartBrief readers. Download it for free!
Network Update 
  • Mouthee adds social layer to online reviews
    Mouthee aims to be the hub of online reviews, offering a social-network-style sharing platform for reviews of restaurants, hotels, movies, music and books. The aim is to bring a word-of-mouth-marketing element to the online-reviews space, allowing users to access reviews by people they already know and trust. "We're really trying to combine the best aspects of review sites, on the one hand, with social networks, on the other," says co-founder David Pritzker. TechCrunch (10/12) LinkedInFacebookTwitterGoogle+Email this Story
Ideas in Action 
  • Red Bull-powered skydive provides out-of-this-world word-of-mouth
    A Red Bull-sponsored athlete completed the world's highest-altitude skydive Sunday, ascending to the edge of space in a balloon before hurtling 24 miles back to Earth. The stunt drew more than 7 million YouTube viewers and hundreds of thousands of Facebook likes and accounted for half of all global trending topics on Twitter. "Will the stunt sell more Red Bull? Yeah, I bet it will. And it'll keep people talking for a long time to come," writes Dan Bigman. CBS News/The Associated Press (10/14), Forbes (10/14) LinkedInFacebookTwitterGoogle+Email this Story
  • Ford uses social media to hear innovative ideas and respond
    Testing out ideas then immediately scaling them up is the secret behind Ford's new program for innovation, says Jim Farley, group vice president of global marketing, sales and service. Social media platforms were targeted for prelaunch buzz, as Ford could find self-selecting enthusiasts to opt in and share their ideas. "They weren't going to buy the old car anyway, so we could show them the product a year ahead of time," and innovate in advance of the launch, Farley says. MediaPost Communications/Marketing Daily (10/13) LinkedInFacebookTwitterGoogle+Email this Story
Research and Reports 
  • Researchers map viral images' spread across social Web
    Researchers at Stamen Design have developed a way to map the progress of viral images across the social Web. Their animated graphics show quick, punctuated bursts of sharing, rather than a steady, uniform spread of information. Gizmodo (10/12) LinkedInFacebookTwitterGoogle+Email this Story
The Takeaway 
  • Small businesses cite a disadvantage in Facebook paid posts
    Some small-business owners are complaining that Facebook lured them into making herculean efforts to build up a fan base, only to be told they now have to pay to promote posts that Facebook acknowledges will be seen by only 16% of fans otherwise. "They devalued the value of a fan," says caterer Richard Bishop. The growing importance of paid promoted posts on Facebook puts small businesses at a competitive disadvantage to larger companies with the resources required to reach fans inorganically, analysts say. The Wall Street Journal (10/11) LinkedInFacebookTwitterGoogle+Email this Story
  • How to fuel your social media customer relationships
    Getting a fan to connect with you via a social network is the first step in a long process of building an emotional connection between a brand and a consumer, Mike Lieberman writes. Using social networks to distribute content that is useful, educational and easy to share deepens your connection with existing fans. "The goal is to start a conversation, feed the conversation and keep the conversation going," he writes. SmartBrief/SmartBlog on Social Media (10/15) LinkedInFacebookTwitterGoogle+Email this Story
Social Shareable 
  • Ron Swanson's tips on how to save your bacon
    TV character Ron Swanson, from NBC's "Parks and Recreation," offers a "public service announcement" to help people cope with an impending bacon shortage. Among his tips: buy all the bacon you can, and hide stashes of bacon wherever possible. "Do not panic -- there is time if you act immediately," he says. YouTube (10/11) LinkedInFacebookTwitterGoogle+Email this Story
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
Customer service Representative/BookkeeperDuval Srt CoutureNew York, NY
Social Media Manager (2 positions)Airlines for AmericaWashington, DC
Click here to view more job listings.

Facebook and Twitter ... shift the paradigm from private sharing to public publishing. They structure, archive, and monetize your publications."
--Alexis Madrigal, writing at The Atlantic online
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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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