February 15, 2013
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SmartBrief on Social Media

Today's Buzz
How Facebook is shaking up search marketing
Facebook's Graph Search is a big deal because it will effectively force brands and marketers to figure out new marketing models that incorporate aspects of search and social media marketing, Clara Shih writes. "Welcome to the new era of SEO: instead of links and keywords, it's 'likes' and 'check-ins' that will get your business to the top of the search results," Shih writes. Advertising Age (tiered subscription model)/DigitalNext blog (2/14)
Network Update
Facebook lets users pay to promote other people's content
Facebook is allowing users to pay to promote other people's posts, even without the original author's permission or involvement. That could have unintended consequences, such as users promoting others' embarrassing updates, but even well-meaning moves could prove to be obnoxious, Josh Constine writes. TechCrunch (2/14)
Ideas in Action
TD Bank creates hyperlocal branch campaign for Google+
TD Bank is making the unusual move of making a big investment in Google+, writes Cotton Delo. Through its digital agency iCrossing, the investment company has produced 96 hyperlocal videos for branches in New York City, featuring an inside look at the locations and featuring actual personnel. "Our ultimate goal is for more consumers to walk into our stores by giving them content that makes the store much more accessible," says Chief Marketing Officer Vinoo Vijay. Advertising Age (tiered subscription model) (2/14)
Google+ sees a spate of high-profile Hangouts
President Barack Obama held a "fireside Hangout" on Google+ on Thursday, and recent days have seen appearances by other political, TV and Hollywood A-listers. That suggests that Google+ remains committed to building an audience for Hangouts even though the network has struggled to gain traction, Christopher Heine writes. Adweek (2/14)
Research and Reports
Study finds racial differences in social-network usage
A Pew Research Center study has observed differences in how Americans of different races use social networks. More than a quarter of black Web users are on Twitter, compared with less than a fifth of Hispanic and 14% of white Web users. Black and Hispanic Americans are also more likely to use Instagram than white Americans, while Pinterest is more popular with white users than with black or Hispanic Americans. Advertising Age (tiered subscription model) (2/14)
The Takeaway
Social tools help restaurants stay fresh in customers' minds
Social media can be a great way for restaurants to stay present in diners' minds, Paul Beaulieu writes, citing video sharing, location-based tools and Twitter. "Using social media to reach out to customers is a powerful tool for keeping customers thinking about your brand," he writes. SmartBrief/SmartBlog on Social Media (2/15)
Want to go viral? Start by paying attention
Businesses should always be attuned to what is happening on social media during major public events in order to capitalize on opportunities for viral marketing, Patrick Himes writes. For example, Poland Springs missed the peak period for tweets related to Sen. Marco Rubio drinking the company's water while delivering the Republican response to the State of the Union address, Himes writes. "[I]t's important to recognize, as agencies and businesses, that paying attention to big events as they happen and as people react in real-time on Twitter is vital to capitalizing on opportunities," he writes. B2C Marketing Insider (2/14)
Social Shareable
Meteorite hits central Russia; hundreds injured
At least one meteorite struck central Russia today, triggering shockwaves that injured hundreds of people. Amateur videos flooded social networks and video-sharing sites. "We're pretty sure this is what [action-film director] Michael Bay dreams of when he goes to sleep," Alexander Abad-Santos writes. The Atlantic Wire (2/15)
Editor's Note
#Follow Friday: WMA SmartBrief
Social media is great, but it's only one piece of an effective online strategy. To make the most of your social media efforts, you need to be able to get your followers to respond to a call to action -- and an attractive website or an interactive application can make all the difference. Learn about the latest trends in Web marketing each day for free with WMA SmartBrief.
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.
If I post that I wrote an article or am selling something, a friend might innocently think they're helping by promoting the update. But when people see the 'promoted' tag ... they might think I'm tooting my own horn a little too loudly."
-- Josh Constine, writing at TechCrunch
 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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Lead Editor:  Jesse Stanchak
Contributing Editor:  Ben Whitford
Publisher:  Dena Malouf
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