February 18, 2013
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SmartBrief on Social Media

Today's Buzz
Why Facebook must rethink "likes" to turn Graph Search into a hit
Facebook's Graph Search is a good tool for finding people and photos, but not so hot at finding things such as friend-recommended businesses, Ellis Hamburger writes. Turning Graph Search into a truly powerful social-recommendation engine will mean changing the way that people use the Web and persuading them to "like" websites, places and products much more freely than they currently do, Hamburger argues. "The success of Graph Search will be defined not by how much effort Facebook puts into it, but by how much users put themselves into Facebook," he writes. The Verge (2/15)
Network Update
3 reasons not to give up on Facebook commerce
Facebook's built-in e-commerce offerings aren't delivering strong results for most of the brands using them, in part because the site's users are usually trying to relax and socialize, not make purchases, Phillip Rooke writes. Still, marketers shouldn't give up on Facebook as a sales tool, he argues. "[W]hile they currently aren't making many purchases, many Facebook visitors happily talk about brands. ... It's ripe for a well-designed ecommerce approach," Rooke writes. GigaOm (2/17)
Other News
Ideas in Action
How Coke ran out of tweets during the Super Bowl
Coca-Cola's Twitter-based Super Bowl campaign hit a snag when the drinks giant was barred from posting messages for two hours during prime time. Coke posted tweets thanking individual users for voting in an online game linked to its TV spot, but quickly exceeded Twitter's maximum-post threshold -- it had petitioned for a higher limit and even exceeded that -- and was frozen out of the service. The episode highlighted the difficulties brands can face when running major social campaigns, writes Cotton Delo. Advertising Age (tiered subscription model) (2/15)
Panera Bread bakes its values into a social media campaign
Panera Bread is running a "Food Chain Reaction" campaign on Facebook in which it promises to donate a bowl of soup to someone in need for every group of five friends that registers with the campaign. The aim is to highlight Panera's views on its place in society, said creative director Lisa Lorenz. "Instead of talking about what we do, the campaign talks about the how and why behind our practices," she said. MediaPost Communications/Marketing Daily (2/15)
Netflix gets social media boost from "House of Cards" debut
Netflix scored major growth for its social media presence owing to buzz around the debut of its new political drama "House of Cards." The show's trailer is the No. 1 video on the company's YouTube channel with more than 1.2 million views, and the show garnered a peak of 18,796 tweets on Feb. 2, the day after its debut. Analysis from Trendrr showed that 63% of social media shares about the show were positive. (2/18)
Research and Reports
Twitter raids Google, hires a research chief
Jeffrey Graham, formerly of Google, The New York Times and Starcom MediaVest, will oversee research at Twitter. Graham says he'll hire a team of researchers to help marketers turn social data into actionable, brand-relevant information. An eMarketer report projects Twitter will receive $545.2 million in revenues during 2013. Advertising Age (tiered subscription model) (2/15), Fast Company online (2/15)
Other News
The Takeaway
Can data strategies drive retail in a digital age?
Social media offers retailers a rich source of data that can be used to tweak their omnichannel strategies, tailor the shopping experience to the customer and boost both in-store and online sales, writes Farsite CEO Michael Gold. For example, a recent study showed a retailer's Facebook "likes" correlated with online sales, while Foursquare check-ins indicated in-store shoppers. SmartBrief/SmartBlog on Social Media (2/18)
Social Shareable
A look at Twitter's pork proclivities
Twitter has a dedicated bacon larder to cater to its workers' taste for the pork product, and company chef Lance Holton goes through 280 pounds of the stuff each week, Owen Thomas writes. That works out at about 3 ounces per employee per week, Thomas writes. Business Insider (2/15)
Most Read
Who's Hiring?
Position TitleCompany NameLocation
Social Media Manager, Senior-IEB-XBOX Live (815603)MicrosoftRedmond, WA
Social Media Manager HuluGreater Los Angeles Area, CA
Social Media TechnologistMetLifeNew York, NY
Associate Program Manager, Social Media StrategyLiberty Mutual InsuranceGreater Boston Area, MA
Director, Social Media/MarketingMarriott InternationalBethesda, MD
Manager Social Media MattelEl Segundo, CA
Click here to view more job listings.
Editor's Note
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As a recommendations search engine, Graph Search's engineering is sound, but there isn't enough data to fill it up."
-- Ellis Hamburger, writing at The Verge
 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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