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October 17, 2012
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Today's Buzz 
  • Why brands need advocates, not just fans
    Pulling out the stops to build a huge Facebook following isn't necessarily a good idea, Yuchun Lee writes. What marketers need isn't a huge number of casual followers; it's enthusiastic and loyal fans with a real connection to their brand. "These fans also can evolve into the ultimate marketing prize -- brand advocates who are willing to put their reputation on the line," Lee writes. Advertising Age (tiered subscription model) (10/16) LinkedInFacebookTwitterGoogle+Email this Story

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Network Update 
  • LinkedIn's new profile pages include editing features
    LinkedIn has made a significant change in its profile pages, adding a biography section, greater picture prominence and finer categorization of skills. It also has "rebuilt profile editing" in an attempt to spur more content creation, product manager Aaron Bronzan says. The network says it's adding 175,000 profiles a day and could reach 5 billion searches this year. Adweek (10/16), (10/16) LinkedInFacebookTwitterGoogle+Email this Story
  • Other News
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Ideas in Action 
  • How Bravo became a social business
    Top consumer brands such as Bravo are reinventing themselves as social businesses in order to spark and sustain conversations about their products. Bravo creates edgy, word-of-mouth-marketing-friendly content; uses Facebook and Twitter to cultivate and curate online chatter; and seeks to integrate social media use and online customer engagement into all its workers' daily routines. "Starting the conversation is easy. What's hard is the daily doing," says Bravo marketing chief Ellen Stone. Fast Company online (10/16) LinkedInFacebookTwitterGoogle+Email this Story
  • Holiday marketers have Pinterest on their social lists
    Brands as diverse as Sephora and the Boston Celtics are pinning their holiday hopes on social media sites such as Pinterest, which is valued for its outsized influence on purchase behavior. "Our Pinterest referrals spend 70% more than nonsocial channels, including search," says Wayfair's Jane Carpenter. NBA franchises such as the Celtics as well as Major League Baseball are using Pinterest despite the site's female skew. Adweek (10/16) LinkedInFacebookTwitterGoogle+Email this Story
Research and Reports 
  • Do you incorporate paid advertisements into your social media efforts?
    No  73.91%
    Yes  26.09%
  • How would you describe the majority of your social media content?

The Takeaway 
  • Luxury brands should go social, Mercedes-Benz exec says
    Social media is proving a good fit for luxury brands as they seek to tell their story and improve word-of-mouth outreach, says Mark Aikman of Mercedes-Benz USA. "Luxury brands are something that people display with pride. ... More than [ever], these consumers can share their interactions with products to a huge group of people," Aikman says. Luxury Daily (10/17) LinkedInFacebookTwitterGoogle+Email this Story
  • Other News
Social Shareable 
  • What does your surname say about you?
    Surnames get passed down from generation to generation, offering a way for researchers to gauge social mobility -- or the lack of it. It turns out that people who share surnames with wealthy individuals from past centuries are far more likely to go to elite universities and to have high-powered careers, and live an average of two years longer than counterparts with less illustrious monikers. National Public Radio (text and audio) (10/16) LinkedInFacebookTwitterGoogle+Email this Story
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.

Social isn't anyone's job; it's everyone's job."
--Ellen Stone, Bravo executive, as quoted by Fast Company 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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