Coke exec takes issue with company study on social and sales | Conversions beat clicks, says Facebook's measurement chief | Klout launches dashboard for business users
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March 21, 2013
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SmartBrief on Social Media

Today's Buzz
Coke exec takes issue with company study on social and sales
"[T]oday's progressive marketers know better" than to think social media buzz creates no short-term sales lift, writes Wendy Clark of Coca-Cola in response to a Coke study that suggested otherwise. While not denying that the finding is true "in isolation," she writes that "None of our plans are simply social, or TV, or mobile or experiential. On the contrary, it's the combination of owned, earned, shared and paid media connections -- with social playing a crucial role at the heart of our activations -- that creates marketplace impact, consumer engagement, brand love and brand value." Advertising Age (tiered subscription model) (3/20)
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Network Update
Conversions beat clicks, says Facebook's measurement chief
Conversions are a more powerful metric than clicks when it comes to honing online outreach, Facebook's Brad Smallwood says. One Facebook-backed study found that targeting users based on past purchases led to a 22% increase in profits, Smallwood says. That suggests that digital advertisers on Facebook and elsewhere should judge campaigns based on sales, not just clicks, he argues. Adweek (3/20)
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Twitter seeks to woo SMBs with targeting options
Twitter's new targeting features, upgraded analytics tools and revamped interface all appear to be tailored to the needs of the small-business community, experts say. That shows the increasing importance of SMB ad dollars to the social network's monetization strategy. "Twitter is making its native advertising portfolio approachable to small to midsized businesses because it needs to," analyst Brian Solis says. ClickZ (3/20)
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Ideas in Action
Klout launches dashboard for business users
Klout, the online-influence tracking service, has launched Klout for Business, an enterprise-focused dashboard aiming to make it easier for brands to incorporate Klout's data into their online outreach. "Klout for Business, for the time being, is just a fancy title for a free product that gives brands a set of analytics that identifies influential folks who discuss their products or services on social media services," explains Jennifer Van Grove. CNET (3/20)
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Research and Reports
Many tweets by politicians are "pointless babble," researchers say
A survey of more than 67,000 tweets posted by lawmakers found that 29% of their messages were best classified as "pointless babble," political scientist Heather Evans writes. Campaign announcements made up about a quarter of the politicians' tweets, while attacks on opponents accounted for about 5% of the published messages. Washington Monthly online/Ten Miles Square blog (3/20)
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The Takeaway
The road to ruin on Pinterest
Don't jump into marketing with Pinterest without thinking about what sets it apart, Minda Zetlin writes in summarizing tips from Collective Bias' Debba Haupert. Boring, overly corporate, graphically uninteresting and strategically lacking content won't get a company anywhere, Zetlin writes. Don't be tempted to turn the Pinterest project over to hip youths who don't really get the brand, and keep your target in mind when deciding what to pin, she writes. Inc. online (free registration) (3/20)
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How to put a social spin on a print-media campaign
Even if a print ad has already run, you can still use it to score points via social channels, says Derek Schoen of MGM Resorts International. Still, it's important to make sure there's a clear connection between your social and offline messaging. "[D]etails make the difference between your audience being engaged or confused," Andy Sernovitz writes. SmartBrief/SmartBlog on Social Media (3/21)
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Social Shareable
Pricy dating lessons for Silicon Valley
Amy Andersen is making big bucks teaching Silicon Valley's bigwigs -- including executives and investors from companies such as Facebook and Google -- how to go on dates without embarrassing themselves. For a fee of up to $50,000, Andersen teaches cash-rich but socially awkward geeks how to impress the opposite sex, offering tips in areas such as wardrobe selection and how to properly hug one's date. CNNMoney/Fortune (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.
Throwing in a hashtag doesn't count as incorporating social into your traditional marketing."
-- Andy Sernovitz, writing in SmartBrief's SmartBlog on Social Media
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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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