Online buzz doesn't boost sales, Coke says | Twitter unveils new ad-targeting tools | Highlights from NCAA basketball tourney will be on Twitter
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March 19, 2013
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Online buzz doesn't boost sales, Coke says
Online chatter about a brand doesn't bring a short-term sales boost, according to a study conducted by Coca-Cola -- a startling declaration by a company that has worked hard to earn 61.5 million Facebook fans, Jack Neff writes. The study, which also found that display ads drove sales about as effectively as TV ads, shouldn't be taken as a sign that social media marketing is worthless, warned Coca-Cola's Eric Schmidt. "It is by no means a generalized result that applies to all industries," he said. Advertising Age (tiered subscription model) (3/18)
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Network Update
Facebook spars with developers over anti-spam policy
Facebook is shutting down some third-party applications that it says spam its users or simply don't deliver enough value, triggering complaints from developers who say they've been targeted arbitrarily. The crackdown could force developers to find other platforms, says Arjun Sethi, co-founder of blocked app MessageMe. "Can you build a long-term sustainable product through their platform? I think for some companies it's becoming harder," Sethi says. The Wall Street Journal (3/18)
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Twitter unveils new ad-targeting tools
Twitter's self-serve advertisers will now be able to target consumers more effectively, thanks to new tools unveiled by the microblogging platform. All advertisers will now be able to target Twitter users by interest and by the devices they use. "Facebook had to shape its advertising offering up quite a bit before it went public, and it looks like Twitter is doing the same thing," writes Drew Olanoff. TechCrunch (3/18)
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Ideas in Action
Highlights from NCAA basketball tourney will be on Twitter
Basketball fans will be able to watch highlights from all 67 NCAA tournament games via Twitter under a deal between Twitter and Turner Broadcasting. Video tweets will be posted within minutes of key events, organizers say. "Instant replay plays to Twitter's strength of news in real time and on mobile," Twitter's Glenn Brown says. USA Today (3/18)
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Social media is in the spotlight in Ohio rape case
A rape case in Steubenville, Ohio, might never have been prosecuted had the young perpetrators not broadcast their misdeeds via social media channels -- but that doesn't make the incident a triumph for social media, the editorial board of the San Francisco Chronicle writes. The exposure left the victim publicly humiliated and highlighted people's willingness to turn a blind eye to the incident. "Social media brought justice, but at a high price," the board writes. USA Today (3/19), San Francisco Chronicle (3/18)
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Research and Reports
Study: Many companies fail to respond to social media queries
More than half of companies routinely fail to respond to social media inquiries, even though an increasing number of customers use Facebook or Twitter to reach out to brands, according to a LiveOps study. "You're destroying your brand by not responding," says consultant Natalie Petouhoff. "Companies are going to wonder where they went wrong and went down the drain." San Jose Mercury News (Calif.) (free registration) (3/18)
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The Takeaway
4 ways Tumblr fosters creative communities
Tumblr founder David Karp says the social network remains a hub for creative communities because it focuses on four key goals. Speaking at South by Southwest Interactive, Karp cited the need for customizability and flexibility, and the value of setting a particular tone. "Karp's intense focus on the network's community means creatives will likely continue to find Tumblr's pages filled with the latest tools and new, interesting creations," SmartBrief's Stephen Yusko writes. SmartBrief/SmartBlog on Social Media (3/19)
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Social Shareable
Site helps Instagram users fake it until they make it
Two artists have created "Instasham," a site that helps people tweak their Instagram account to suggest that they're more socially successful than they actually are. Users can grab stock Instagram images to make it seem that they drive flashy cars, party with A-list celebrities, take exotic vacations or have closets stuffed with expensive clothes. (Canada)/Your Community Blog (3/19)
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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.
On the one hand, we have too much spam and on the other hand, there are publishers who say they want users to see every post."
-- Chris Cox of Facebook, as quoted by The Wall Street Journal
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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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