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October 25, 2012
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Today's Buzz 
  • The case for the lasting value of social media
    Stock market issues for big social media companies don't diminish the industry's lasting importance, writes Russ Fradin, CEO of Dynamic Signal, who argues that social networks remain powerful tools for brands looking to engage customers and market themselves effectively. "If history is a guide, social media are at a stage where the real winners enabling scale and engagement are about to emerge," Fradin writes. Advertising Age (tiered subscription model) (10/24) LinkedInFacebookTwitterGoogle+Email this Story
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 
  • Facebook brand engagement has surged in past year, study says
    Brands have seen their Facebook engagement increase 896% in the space of a year, in part because of the social network's Timeline feature, according to an Adobe study. An increase in mobile-device usage may also have contributed to the spike, with a quarter of all brand engagement now coming from mobile users. (10/25) LinkedInFacebookTwitterGoogle+Email this Story
  • kills iOS apps, cites Twitter's API rule changes
    Social-news site has pulled the plug on its iPhone and iPad applications, and is blaming Twitter's enforcement of its API rules. Twitter wanted to overhaul its apps to make them appear more like Twitter's own services, a move that would have required a substantial investment, said's Jake Levine. "Here's what it comes down to: we don't want to invest time and energy into an application that competes with a platform on which it relies," Levine wrote in a blog post. CNET (10/24) LinkedInFacebookTwitterGoogle+Email this Story
67 Million People Listen to Podcasts
And that audience just keeps growing. Don't get left behind. Now is the time to make podcasts work for you. Learn everything you need to know to create the most successful campaigns, from the podcast advertising pioneers at Midroll. Read the ebook today.
Ideas in Action 
  • Dunkin' Donuts scares up Halloween buzz on Instagram
    Dunkin' Donuts is running a Halloween-themed mobile and social media campaign, using platforms including Instagram and Twitter. Users can buy and share virtual gift cards with Halloween-based designs, in a move the company says is intended to complement the seasonal decorations and promotions found in its real-world locations. Mobile Marketer (10/25) LinkedInFacebookTwitterGoogle+Email this Story
Research and Reports 
  • Pinterest users plan to buy
    Seven of 10 Pinterest users go to the site for inspiration on what to buy, according to a Bizrate Insights survey. That dwarfs the 17% who to go Facebook for the same reason. Forty-three percent say they go to Pinterest to associate with brands and retailers with whom they identify, compared with 24% on Facebook. Business-to-business marketers can take advantage of the strong buying intent on Pinterest with PinAlerts that track people pinning content specific to a business, with the Pinery dashboard and with PinPuff monitoring of the "monetary value of your pins & traffic your pins generate," Lisa Barone writes. Small Business Trends (10/23) LinkedInFacebookTwitterGoogle+Email this Story
The Takeaway 
  • Aetna's approach encourages "structured serendipity"
    Lauren Vargas says she developed a comprehensive "playbook" to help keep Aetna's 35,000 workers moving in the same direction on social media, allowing everyone to understand the goals and techniques they should use. The playbook sets an explicit community-management strategy and provides clear policies and training plans, helping each department to respond with "structured serendipity" to events and opportunities. SmartBrief/SmartBlog on Social Media (10/25) LinkedInFacebookTwitterGoogle+Email this Story
  • Engagement is about attitude, not technology
    Engaging people via social media requires only a willingness to talk authentically to people, says Human Business Works President Chris Brogan. Replying to people's messages and showing a modicum of interest in what they're saying often is enough to impress, Brogan says. "It's just a matter of paying attention to people's basic human needs," he says. Forbes (10/25) LinkedInFacebookTwitterGoogle+Email this Story
Social Shareable 
  • A bellyful of trivia about Halloween candy
    It's almost Halloween, and many people are stocking up on seasonal candy. This collection of candy facts reveals the average number of licks it takes to eat a Tootsie Pop, the real meaning of the word "PEZ" and why bubble gum traditionally is pink. (10/24) LinkedInFacebookTwitterGoogle+Email this Story
Sponsored Poll 
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Editor's Note 
  • Get SmartBrief on Social Media updates all day via Twitter
    Don't settle for just one dose of SmartBrief on Social Media each day. Follow @SBoSM on Twitter and get great social media news and best practices stories all day long. LinkedInFacebookTwitterGoogle+Email this Story
Position TitleCompany NameLocation
Account ExecutiveCollective Digital StudioLos Angeles, CA
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You need to understand how to make your ideas stand out from other people's ideas."
--Chris Brogan, president of Human Business Works, as quoted by Forbes
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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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