February 19, 2013
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Today's BuzzSponsored By
Marketers may soon need more than a clever tweet to stand out
Quick-thinking Twitter reactions to events, such as Oreo's moves during the Super Bowl's electrical issues, are getting attention as brilliant marketing, but that may change as more marketers take up the practice, experts say. "From now on, brands are going to have to do a lot more to stand out because the pool of real-time participants is going to get crowded," says Shama Kabani of The Marketing Zen Group. Starbucks' use of a snowstorm to run a promotion -- turning Twitter into a call-to-action -- may be the sort of moves marketers have to make to distinguish themselves on social media, writes Christopher Heine. Adweek (2/18)
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The Social Media ROI Cookbook: Six Ingredients Top Brands Use
In this free report, industry expert Altimeter explores the most effective "ingredients" for measuring the revenue impact of social media, providing insights and case studies from an array of top companies. Offerpop is happy to make this penetrating study available to SmartBrief readers. Download it for free!
 
Network Update
Site puts a social spin on prayer requests
The website PlusGrace aims to use social-networking techniques to encourage people to pray and to donate to faith-based causes. The platform, described by co-founder Jamie Coughlin as "a Kickstarter for faith," lets users solicit prayers, pledge to pray for others and donate cash to groups or individuals who request prayers. The site takes a commission of as much as 5% on cash donations, but requesting prayers is free. Bloomberg Businessweek (2/18)
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The Key To Positive Cash Flow
Every business is cyclical with cash flow ups and downs. The key is to find a way to keep the cash coming in as predictably as possible. Seem impossible? Well it's not. There are systems and processes that make it easier to collect the cash you've earned so your small business can grow. Learn how these small-business owners set up their businesses for success.

Ideas in ActionSponsored By
Hackers compromise Burger King's Twitter account
Burger King's official Twitter feed was hacked over the weekend. The compromised account sent out unauthorized and off-color tweets for an hour before it was taken down. Advertising Age (tiered subscription model) (2/18)
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Instagram becomes a tool for soccer teams
Instagram is emerging as a tool for soccer teams such as the Los Angeles Galaxy, Manchester City and FC Barcelona to engage fans, share behind-the-scenes content or re-share their supporters' snapshots, Laurens Bianchi writes. Teams "can take advantage of Instagram by using these photos to tell a story about their brand and connecting fans to the brand through photography," Bianchi writes. ViralBlog (2/15)
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Building Workplace Trust 2015
Interaction Associates' 6th annual research study tracking trust on the job, Building Workplace Trust, is out, and more than half of employees surveyed give their organizations low marks for trust and leadership. Yet this year's findings again point to how high trust leads to better outcomes and financial results — and even boosts innovation.

Research and ReportsSponsored By
Study: Information overload hurts social recommendations
Highway planners know that selectively closing roads can improve the flow of traffic, and researchers at the University of Amsterdam say a similar effect plays out on social networks. Consumers are more likely to attend to and act upon social product recommendations when there are fewer products to choose between, the researchers say. MIT Technology Review online/The Physics arXiv Blog (2/19)
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Combating Identity Theft in a Mobile, Social World
Mobile connectivity threats extend from consumers to the business environment. But who is really responsible for securing sensitive information? Smart business leaders are becoming proactive on the matter. Learn how to get protected in this white paper. Download the white paper now.

The TakeawaySponsored By
How to measure your campaign's ROI on Twitter and Vine
Twitter has pretty limited analytic capabilities, and no analytics at all for its Vine video-sharing service, writes Anum Hussain. Third-party analytics packages can help plug the gap when used in conjunction with tracking tokens, Hussain writes. HubSpot.com/Inbound Marketing Blog (2/18)
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How to turn a publisher's audience into your loyal fans
The point of integrating social media into offline advertising campaigns is to use your contact with publishers' audiences to build a loyal and dedicated audience of your own, Ciceron CEO Andrew Eklund writes. "It's a math and economic game. You continue to market to targeted offline audiences in order to earn your own audience from them," Eklund writes. SmartBrief/SmartBlog on Leadership (2/19)
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Join education's most energetic and innovative leaders at SXSWedu 2013, March 4-7, 2013 in Austin, Texas. Education stakeholders and practitioners of all backgrounds converge at SXSWedu to connect, collaborate and change how we teach and how we learn. For more details, visit http://sxswedu.com.
 
Social Shareable
Norway's version of a hot TV show
Norway public television showed 12 hours of footage of logs burning in a fireplace on Friday, accompanied by voice-overs on wood-chopping and wood-stacking techniques. "People in Norway have a spiritual relationship with fire. Fire is the reason we're here. If there was no firewood, we couldn't live in Norway; we'd freeze," producer Rune Moeklebust says. Reuters (2/15)
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Editor's Note
Interested in writing for SmartBlogs?
Everyone knows that SmartBrief aggregates the best content from around the Web, but did you know we also feature original blog posts, videos and interviews with thought leaders on our own blog network? Check out the SmartBlogs Network for insights from some of the brightest minds in social media marketing, restaurants, finance, executive leadership and education. Interested in contributing to one of the SmartBlogs? Check out our submissions guidelines or e-mail Jesse Stanchak for details.
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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.
 
SmartQuote
Somebody needs to tell Burgerking that 'whopper123' isn't a secure password."
-- @fibblesan, Twitter user, as quoted by Advertising Age
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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.
 
Subscriber Tools
Please contact one of our specialists for advertising opportunities, editorial inquiries, job placements, or any other questions.
 
Lead Editor:  Jesse Stanchak
Contributing Editor:  Ben Whitford
Publisher:  Dena Malouf
  P: 202.407.7837
 
 

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