"Gatekeepers" limit brands' access to social data | Analysis: Hashtags could help Facebook close its immediacy gap | Ford India launches test-drive campaign on social media
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March 18, 2013
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Today's Buzz
"Gatekeepers" limit brands' access to social data
Social data is potentially valuable for marketers -- but first they have to get their hands on it. This can be difficult, as Facebook and Twitter provide comprehensive data access only to high-paying brand partners and data-reselling firms such as Gnip, DataSift and Topsy, experts say. "It's becoming incumbent on agencies or corporate partners to develop relationships with a DataSift or a Gnip to get content in any meaningful form," WCG's Chuck Hemann says. Advertising Age (tiered subscription model) (3/18)
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Network Update
Analysis: Hashtags could help Facebook close its immediacy gap
Some marketers say they are pleased to learn that Facebook is considering adopting hashtags. "If Facebook does adopt the hashtag, it will bring the feature to its biggest platform yet and conceivably bring more marketers than are currently on Twitter (definitely more than are on Google+ or Instagram)," writes Tim Peterson. Facebook's past de-emphasis of real-time posts has left Twitter "a far better platform for immediacy and virality," Digitas' Jordan Bitterman says. Adweek (3/15)
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Ideas in Action
Ford India launches test-drive campaign on social media
Ford India is looking to generate buzz for the release of its EcoSport compact SUV by inviting 100 fans to try out the vehicle and discuss the experience online. Ford is using Facebook and Twitter to invite potential test drivers to submit a description of a location they'd like to explore using the EcoSport for a chance to be one of the selected test drivers. Pitch On Net (India) (3/18)
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Vivaldi's social-currency index cites top brands
Subway scored highest in social currency, as ranked via six weighted criteria by Vivaldi Partners. The brand "continuously manages to sell promoted deals without pushing the advertising theme too far," Vivaldi says. Google, Target and Heineken followed in the rankings, with Verizon and Dunkin' Donuts tying for fifth place. MediaPost Communications/Marketing Daily (3/15)
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Pinterest finds fans in financial advisers
Some financial advisers have started using Pinterest, posting customer-relevant photos and illustrations along with cover images from their publications. "It's part of an overall integrated package to let people know we're out there," says Brian Wruk of Transition Financial Advisors Group. "Pinterest, LinkedIn, Facebook -- all of that drives traffic to the website." Reuters (3/15)
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Research and Reports
Facebook site helps researchers track tornado debris
A Facebook page designed to help tornado victims find lost photos and other documents has become a resource for researchers tracking the spread of tornado debris. Understanding how tornadoes spread debris is potentially very important, atmospheric scientist Joshua Wurman says. "Let's say a tornado struck some kind of toxic-waste dump. ... Understanding which direction those contaminants would go could be useful," Wurman says. The Charlotte Observer (N.C.)/The Associated Press (3/18)
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The Takeaway
Marketing lessons from a grumpy cat
People waited in line for more than an hour at South by Southwest Interactive to see the feline behind the Grumpy Cat meme, a phenomenon that illustrates marketers' challenge, SmartBrief's Stephen Yusko writes. Products need to grab people's attention and generate buzz while also providing value, Yusko writes. "Marketing is tough and important, but it's not what will make or break you. First, you need to create something that will get people to ditch their spot in the Grumpy Cat line," he writes. SmartBrief/SmartBlog on Social Media (3/18)
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Social Shareable
London rail project uncovers possible plague burial site
A rail dig in London has uncovered a burial site that archeologists believe could hold the remains of people killed by bubonic plague more than 650 years ago. Thirteen skeletons have been found, and archaeologists believe as many as 50,000 bodies could be interred at the site. Reuters (3/15)
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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.
Social data is the nectar all brands want to drink."
-- Cotton Delo, writing in Advertising Age
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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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