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September 28, 2012
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Today's Buzz 
  • Facebook moves beyond virtual gifts
    Facebook on Thursday launched Gifts, a service that lets users buy and send actual gifts via the website, mobile site and application. The service will give Facebook access to its users' credit card data and mailing addresses, potentially assisting both online and offline marketers. "The opportunity to tap into the mailboxes of a group of Facebook users who can be targeted by using characteristics like their age, location, relationship status, political affiliation and interests would clearly be something direct marketers would want," notes Cotton Delo. All Things D (9/27), Internet Retailer (9/27), Advertising Age (tiered subscription model) (9/27) LinkedInFacebookTwitterGoogle+Email this Story
The Greatness Gap
Achievers surveyed North American employees about their level of connection with core engagement factors, such as their company's mission, their perceptions and experience of recognition at work, and their workplace culture. The data shows us that there are a few things missing. Read the results
Network Update 
  • Instagram overtakes Twitter on mobile devices
    Facebook's Instagram service outpaced Twitter in August in terms of mobile-device traffic, according to new comScore data. Instagram bagged 7.3 million U.S. daily users, while Twitter drew 6.87 million daily users. That could bode well for Facebook's efforts to monetize its mobile users, writes Dan Farber. CNET (9/27) LinkedInFacebookTwitterGoogle+Email this Story
  • More searchable Twitter might boost reach of Promoted Tweets
    Twitter is opening the door to search engines' automated crawlers, allowing sites such as Google and Bing to access Twitter's own search results pages. That could steer extra traffic to the pages and display the network's Promoted Tweets ads to more users. ClickZ (9/27) LinkedInFacebookTwitterGoogle+Email this Story
Ideas in Action 
  • Kellogg's store lets customers pay with "social currency"
    To mark the launch of a new line of Special K products, Kellogg's has opened a pop-up store in London where customers pay not with cash but with tweets. Anyone who turns up and tweets about the new product receives a free sample, explains brand manager Sarah Case. "The value of positive endorsements on social media sites is beyond compare so we're excited to be the first company to literally use social currency instead of financial currency to launch this new product in our bespoke Special K shop," she says. Advertising Age (tiered subscription model) (9/27), The Drum (Glasgow, Scotland) (9/25) LinkedInFacebookTwitterGoogle+Email this Story
Research and Reports 
  • Despite firewall, Facebook and Twitter win Chinese users
    Facebook and Twitter each have tens of millions of active users in China, despite the country's firewall, according to a GlobalWebIndex report. Facebook has 63.5 million users in China, while Twitter has 35.5 million, the report found. Still, some experts question the reliability of such claims, and neither network is likely to be able to monetize its Chinese following anytime soon, writes Bruce Einhorn. Bloomberg Businessweek (9/28) LinkedInFacebookTwitterGoogle+Email this Story
The Takeaway 
  • How big firms fall short on Facebook
    Even Fortune 500 companies get things wrong when it comes to Facebook marketing, writes Michael Matthews. Classic mistakes include failing to define your brand's voice, forgetting to add pictures or video clips to your posts, and failing to engage with your followers in a human, authentic way after posting content. Forbes (9/27) LinkedInFacebookTwitterGoogle+Email this Story
  • Restaurants' recipe for social media success
    Restaurants are increasingly using social tools to engage their fans, writes Ola Ayeni. The best restaurants go beyond just offering menu updates, and seek to communicate their culture while engaging and rewarding repeat customers. "Since the customers who like your Facebook page are often your greatest fans, it simply makes sense to periodically reward them for being a part of your online community," Ayeni writes. SmartBrief/SmartBlog on Social Media (9/28) LinkedInFacebookTwitterGoogle+Email this Story
Social Shareable 
  • Sailing clubs hold world's weirdest cricket match
    Think cricket is a weird sport? Try the version established by two rival British sailing clubs, who play a match each year on a remote sandbar in the middle of the English Channel. Depending on tides, players have to wade and even swim around, while tea-sipping spectators bob about on nearby boats. The Wall Street Journal (9/26) LinkedInFacebookTwitterGoogle+Email this Story
Featured Content 

Editor's Note 
  • #Follow Friday: MMA SmartBrief
    Don't ignore all the exciting innovations in the mobile-marketing sector. Sign up for MMA SmartBrief today and make sure your digital strategy is ready for the mobile revolution. 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 SpecialistWhiteWave FoodsBroomfield, CO
Social Media Manager (2 positions)Airlines for AmericaWashington, DC
Click here to view more job listings.

Social media companies that want to take advantage of the world's largest Internet market can't build a China business based on breaches in the Great Firewall."
--Bruce Einhorn, Asia regional editor, writing in 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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