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November 16, 2012
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Today's Buzz 
  • More brands join Facebook's gifting service
    Facebook has added more brands, including Brookstone, Dean & Deluca and Fab.com, to its gifting service, which lets users buy and send gifts to friends on the Facebook website. Analysts say the gifting service was a smart way for Facebook to get started in e-commerce. Bloomberg Businessweek (11/16) LinkedInFacebookTwitterGoogle+Email this Story
  • Tool could help e-commerce brands track Facebook-driven sales: Facebook is offering brands a tool designed to provide online retailers more insight into who is viewing their ads and what kinds of products they purchase. The "conversion measurement" tool is meant to give marketers a means to target potential customers in real time, but doesn't give them access to identifying personal details. "It lets marketers track the impact of a Facebook ad hours or days or even a week beyond when someone might have viewed the ad. That allows marketers to understand the impact of the Facebook ad on the ultimate purchase," analyst Debra Aho Williamson says. Reuters (11/16) LinkedInFacebookTwitterGoogle+Email this Story
Ideas in Action 
  • Instagram's Web profiles have some brands on the fence
    Brands have given Instagram's Web profiles a guarded welcome, in the hope that the platform will let their outreach find a broader audience, Cotton Delo writes. Some executives say more brand-friendly features are needed. "It's going to depend on how many additional hooks Instagram builds into the browser experience. ... If it becomes a rich engagement environment, then we'll consider it," General Electric's Paul Marcum wrote in an e-mail. Advertising Age (tiered subscription model) (11/15) LinkedInFacebookTwitterGoogle+Email this Story
  • Most national governments lack control of their Twitter handle
    Nine of 193 world governments own the Twitter account that corresponds to their country's name, according to a Burson-Marsteller report. That suggests political leaders are behind the times when it comes to social media outreach, says Burson-Marsteller's Matthias Luefkens. "Few governments and tourism organisations have understood the power of country branding and marketing on Twitter," he said in a statement. The Australian/Agence France-Presse (tiered subscription model) (11/16) LinkedInFacebookTwitterGoogle+Email this Story
Research and Reports 
  • Study: Pasted content fuels sharing better than social buttons
    Copied-and-pasted content drives more online sharing than do social networks' click-to-share buttons, according to a Tynt study. More than four-fifths of social sharing is driven by copy-paste, the study found, perhaps because copying content gives users more control over what they share. "It’s almost frictionless, and it allows the sharer to choose exactly what to pass on to a friend or social network," this article notes. eMarketer (11/16) LinkedInFacebookTwitterGoogle+Email this Story
The Takeaway 
  • Food Network shares secrets for building holiday buzz
    Thanksgiving is a big deal for food-related brands and their customers, so Food Network launched a social media drive called "Communal Table" to get people talking about food. Built around the "#pullupachair" Twitter hashtag, the campaign made it easy to contribute, and even drew competitors into the conversation. "The brand felt that social media presented an opportunity to break down barriers and interact on a friendlier, more cooperative level," Andy Sernovitz writes. SmartBrief/SmartBlog on Social Media (11/16) LinkedInFacebookTwitterGoogle+Email this Story
The Buzz(CORPORATE ANNOUNCEMENTS)

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Social Shareable 
  • Robot catfish makes a splash at espionage exhibition
    A robot catfish named Charlie is among the unusual exhibits at an espionage exhibition in New York City. The fish is theorized to have been built by the CIA to take covert water samples from rivers near factories and nuclear plants. FastCoDesign (11/15) LinkedInFacebookTwitterGoogle+Email this Story
 
Position TitleCompany NameLocation
Account ExecutiveCollective Digital StudioLos Angeles, CA
Sr. Business Leader, Social Media (Content and Engagement)VISAFoster City, CA
Click here to view more job listings.

Featured Content 
 

SmartQuote 
In the near term, I don't expect Facebook to be selling televisions or appliances, but there are certain categories like flowers, chocolate and wine where they could add revenue."
--Arvind Bhatia of Sterne Agee & Leach, 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 WordofMouth.org, where marketers and entrepreneurs learn to be great at word of mouth marketing, and SocialMedia.org, 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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