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October 29, 2012
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Today's Buzz 
  • Social media is a "once-in-a-millennium" game-changer, marketer says
    Social media and viral content are transforming the marketing business, says Jules Hall of The Hallway. Word-of-mouth marketing is timeless, but the social Web greatly increases the effectiveness of WOMM, allowing dizzyingly rapid and far-reaching buzz-marketing campaigns -- even though it means giving up control to a degree that can be dangerous. As Universal McCann CEO Mat Baxter said, "It's a complete reinvention, powered by technology. It's a once-in-a-millennium occurrence. We're the pioneers." The Sydney Morning Herald (Australia) (10/28) LinkedInFacebookTwitterGoogle+Email this Story
Network Update 
  • Is desktop revenue an issue for Facebook?
    Facebook's earnings report last week helped to reassure some investors who fretted that the social network hadn't figured out how to make money from mobile users. Still, there's a broader problem, as the shift to mobile is eating into Facebook's desktop revenues, and it's not yet clear whether marketers' embrace of mobile will offset that decline, Mark Walsh writes. MediaPost Communications/Online Media Daily (10/26) LinkedInFacebookTwitterGoogle+Email this Story
Ideas in Action 
  • Brands go social to address online complaints
    Companies are using social media to keep tabs on the negative buzz surrounding their brands, marketers say. Monitoring and responding to disgruntled customers' social chatter is essential to stop negative buzz from spiraling out of control, says Bernhard Warner of Social Media Influence. "People have been complaining about companies forever, but before they did it at the water cooler or at the bar. Now they are doing it online and spreading their complaints to disparate communities," he says. (Ireland) (10/26) LinkedInFacebookTwitterGoogle+Email this Story
Research and Reports 
  • Study: Paid media broadens the reach of branded Facebook content
    Among Facebook's top 100 brands, those that use paid advertising reach an audience 5.3 times as large as their nonadvertising counterparts, according to a Facebook/comScore study. Some brands were able to increase the reach of specific items of content by a factor of 100 using paid media, the study found. ClickZ (10/26) LinkedInFacebookTwitterGoogle+Email this Story
The Takeaway 
  • Are you seeking the holy grail of social content?
    When it comes to creating content for social networks and other platforms, too many brands settle for mediocrity, writes Joe Pulizzi. Second-rate content might satisfy your existing brand advocates, but it won't win over their friends, or their friends' friends, Pulizzi warns. To boost their brand's reach, companies shouldn't settle for anything less than the "holy grail" -- content that's amazing enough to win over even people who don't yet care about your brand. Content Marketing Institute (10/27) LinkedInFacebookTwitterGoogle+Email this Story
Social Shareable 
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
Account ExecutiveCollective Digital StudioLos Angeles, CA
Sr. Business Leader, Social Media (Content and Engagement)VISAFoster City, CA
Click here to view more job listings.

Editor's Note 
None of your professional contacts really cares what you ate for dinner."
--Chris Martin, 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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