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October 19, 2012
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Today's Buzz 
  • 2 influence-tracking tools that could supplant Klout
    Klout officials say that site trawls through 12 billion data points every day in its bid to catalog the social Web's most influential people, but startups Tellagence and Little Bird each say they can do the job better. Officials with the two companies say that by sorting people into narrow brackets and using proprietary algorithms, they can identify people who fly beneath Klout's radar, but whose tweets and Facebook posts nonetheless have the power to drive sales. "Nothing that we’ve used before has given us such good results," says McClenahan Bruer Communications CEO Kerry McClenahan, whose company uses Tellagence. Bloomberg Businessweek (10/18) LinkedInFacebookTwitterGoogle+Email this Story
Network Update 
  • Twitter is driving up app prices, Tweetbot-maker says
    Tweetbot has finally arrived for Macs, but if you want to try it out you'll have to pay $20, a higher price than has been charged for most other Twitter applications. The application's developer says that's because Twitter has capped the number of users that can be registered by third-party apps, forcing app-makers to increase prices to turn a profit. GigaOm (10/18) LinkedInFacebookTwitterGoogle+Email this Story
  • Facebook seeks a passage to India
    Facebook has 65 million users in India, and is hoping to attract more as millions of the country's poor consumers get Web access for the first time via mobile networks. The company will also have to deal with the country's strict online-content laws, Amol Sharma writes. "As we think about how to deliver the best possible Facebook experience to an emerging-market customer, India is probably the best place to incubate and experiment on different ways we can deliver that experience," says Meenal Balar, Facebook's director for international growth. The Wall Street Journal (10/19) LinkedInFacebookTwitterGoogle+Email this Story
  • Other News
Ideas in Action 
  • Facebook works to woo Detroit automakers
    Facebook marketing executive Carolyn Everson says she makes regular visits to Detroit, pitching the social network to automakers and meeting with Facebook's dedicated auto industry team. The Big Three automakers are building creative social packages ahead of product launches and to amplify their other ad campaigns, Everson says. "We think industries can transform themselves by having very personal relationships with their customers," she says. Detroit Free Press (10/18) LinkedInFacebookTwitterGoogle+Email this Story
Research and Reports 
  • Social media is fueling a complaint culture, researchers say
    It's easier than ever for consumers to air a grievance against a company because social tools often remove consumers' sense of embarrassment, researchers say. A study found that consumers were more likely to complain when they knew that they -- not the product or company in question -- were truly to blame for the problem at hand. "In today's society, consumers are likely to complain given any opportunity, regardless of who is to blame," the study found. Financial Post (Canada) (10/19) LinkedInFacebookTwitterGoogle+Email this Story
The Takeaway 
  • Humanize your brand, Coke marketer says
    In the social media era, brands need a human face and to avoid pushing out bland PR statements, says Coca-Cola marketing executive Wendy Clark. It is also important to have a plan to rapidly scale up your social efforts, while maintaining a realistic attitude about what social media can do for a brand, she says. CNNMoney/Fortune/Postcards blog (10/17) LinkedInFacebookTwitterGoogle+Email this Story
  • How to turbo-charge your brand's Google+ page
    A successful Google+ page can enhance your Web presence through the use of search engine optimization principles, including careful linking and regular updates, to facilitate discovery by consumers, Jason Miller writes. It's also vital to carefully cultivate and engage with your fans once they start to arrive. "The number-one rule for success within a community or social platform is to engage in the relevant conversations that are taking place and add value when doing so," Miller writes. (10/18) LinkedInFacebookTwitterGoogle+Email this Story
Social Shareable 
  • Passive-aggressive neighbors use Wi-Fi to air grievances
    Wi-Fi network names are becoming a channel for Web users to air grievances about their neighbors, according to research by OpenSignalMaps. Some people have changed their network names to broadcast passive-aggressive messages such as "Stop Stealing My Paper," "Shut The Barking Dog Up" and "Stop Mooching Our Internet," Tom Heyden writes. BBC (10/18) LinkedInFacebookTwitterGoogle+Email this Story
Editor's Note 
  • #FollowFriday: IAB SmartBrief
    The #FollowFriday tag is usually reserved for Twitter feeds, but today we're invoking it to suggest you subscribe to IAB SmartBrief, a daily news roundup of digital and interactive marketing trends, innovations, news and best practices. It's a newsy and informative complement to SmartBrief on Social Media. We hope you'll check it out. LinkedInFacebookTwitterGoogle+Email this Story
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The Klout approach confuses influence and popularity."
--Susan Etlinger of Altimeter Group, as quoted by Bloomberg Businessweek
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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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