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October 2, 2012
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Today's Buzz 
  • There's more to life than clicks, Facebook tells advertisers
    Advertisers should stop obsessing over click rates and start thinking of online advertising the same way they think of TV ads, says Brad Smallwood, Facebook's head of measurement and insights. Facebook ad campaigns have a lasting effect on consumers, Smallwood explains, influencing not just their immediate browsing patterns but also their real-world purchasing decisions. "The click is not the right thing to optimize to. ... Reach, just like in TV, is also a crucial driver," he argues. SmartBrief/SmartBlog on Social Media (10/2), Adweek (10/1), Reuters (10/1) LinkedInFacebookTwitterGoogle+Email this Story
Network Update 
  • Can Foursquare turn local search into a cash cow?
    Foursquare is evolving beyond the check-in function and trying to establish itself as a mobile local discovery tool, says CEO Dennis Crowley. Putting paid promotional updates alongside local search results is an effective monetization strategy that provides utility to the service's users, Crowley says. "A lot of people don't see it as paid advertising; that's the best thing," he adds. SmartBrief/SmartBlog on Social Media (10/2), GigaOm (10/1) LinkedInFacebookTwitterGoogle+Email this Story
  • Other News
Ideas in Action 
  • Presidential campaigns prepare for social media "shadow debate"
    President Barack Obama and GOP nominee Mitt Romney go head-to-head in a debate in Denver on Wednesday night, and their supporters are bracing for a "shadow debate" that will play out on social networks. How well the candidates' campaigns shape the social conversation surrounding the debates could shape both media coverage and voters' responses, experts say. "That conversation is going to happen whether the campaign influences it or not -- so they better get their message out there and hold the other side accountable for mistakes," says political strategist JD Schlough. MIT Technology Review online (10/2) LinkedInFacebookTwitterGoogle+Email this Story
  • Other News
Research and Reports 
  • How Wal-Mart and Target stack up on Facebook and Twitter
    Wal-Mart has more Facebook fans than any other major retailer, but Target is ahead on Twitter, according to an Unmetric report on major retailers' social media use. Target is also ahead of the pack in terms of Facebook growth, with its fan base growing 83% during the past six months. BizReport (10/1) LinkedInFacebookTwitterGoogle+Email this Story
The Takeaway 
  • Is your social strategy falling to pieces?
    Too many social media marketing strategies are marred by fragmentation, in which marketers spread themselves too thin in a bid to cover every possible base, writes James Carson. "With an ill-defined 'strategy' that jumps onto the latest platform, often as a consequence of hype, executives are likely to see the whole plan as exactly that: a load of hype that doesn’t meet business goals," Carson warns. (10/1) LinkedInFacebookTwitterGoogle+Email this Story
  • Avoid these 6 pitfalls of social media outreach
    Social media marketing can do more harm than good if improperly handled, Matthew Ellis writes. Make sure the corporate branding is part of your communications and choose social media platforms based on business objectives. Ellis also advises marketers to avoid slamming the competition and to use social media as a listening tool, not just as a broadcast platform. MarketingProfs (9/28) LinkedInFacebookTwitterGoogle+Email this Story
  • Does your Facebook page need freshening up?
    Don't ignore your Facebook page as part of a complete business-to-business marketing strategy, Naomi Ruth Ganhinhin writes. Make sure the contact information is up to date, think big and bold for the cover photo, highlight important posts to keep them top left, and don't ignore the Timeline as a way of making the company interesting. Facebook's Insights can help you craft ad campaigns based on real metrics, Ganhinhin adds. (9/29) LinkedInFacebookTwitterGoogle+Email this Story
Social Shareable 
Editor's Note 
  • Get live IAB MIXX coverage from SmartBrief on Twitter
    SmartBrief editor Stephen Yusko is attending IAB MIXX event this year and he will be sharing his impressions live via Twitter. Follow him at @SBMediaBiz now for all the latest news from this exciting event. LinkedInFacebookTwitterGoogle+Email this Story
Position TitleCompany NameLocation
Social Media Specialist - Search and ReputationBanfield Pet Hospital Portland , OR
Customer service Representative/BookkeeperDuval Srt CoutureNew York, NY
Social Media Manager (2 positions)Airlines for AmericaWashington, DC
Social Media SpecialistWhiteWave FoodsBroomfield, CO
Click here to view more job listings.

All social media is a conversation, but the amount of people having that conversation in 2012 is a lot greater than it was in 2008."
--JD Schlough, a Democratic political strategist, as quoted at MIT Technology Review 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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