Tumblr loses Twitter privileges | Facebook's purchase of Instagram gets FTC approval | At Dunkin', mobile and social earn their keep
August 23, 2012
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SmartBrief on Social Business

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Why aren't Obama and Romney more engaged?
President Barack Obama has a big edge over Republican Mitt Romney when it comes to social networking, with more than 20 times as many Twitter followers and a similar advantage on other social platforms. Still, this article notes that both candidates are using social platforms chiefly as broadcast tools, with little real effort being made to engage their followers online. Advertising Age (free access for SmartBrief readers) (8/21)
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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!
Connecting & Collaborating
Tumblr loses Twitter privileges
Tumblr has had its Twitter friend-finding privileges revoked, making it harder for users to transfer their Twitter social graph onto the blogging platform. There is speculation that Flipboard could be the next service to be excluded, as Twitter moves to shut out potential competitors. "We are truly disappointed by Twitter's decision," Tumblr said in a statement. TheNextWeb.com (8/22)
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Other News
FEATURED ARTICLE: Understanding the Power of the Pareto Principle
Here's how the Pareto Principle, also known as the 80-20 rule, can show you which customers you should spend the most time with. Read the article to learn more.

Marketer Moments
At Dunkin', mobile and social earn their keep
Return on investment is the justification for every marketing decision at Dunkin' Donuts, where traditional ad campaigns still pay off and mobile, social and interactive efforts are on the rise, provided they perform well, says global marketing chief John Costello. "We conduct fairly sophisticated analyses across all media, and then adjust our plans based on that ROI," Costello says. MediaPost Communications/Marketing Daily (8/22)
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Platform News
Social-networking sites show pronounced demographic skews
A majority of U.S. social-network users are between 25 and 44 years old, according to a Pingdom survey. Tech-oriented sites skew male, such as Slashdot at 87%, and others attract mostly females, such as Pinterest at 79%. Since the previous Pingdom study more than two years ago, the average age of Facebook users increased, while Twitter's is declining. MediaPost Communications/Online Media Daily (8/22)
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44% of ad agencies say they are punting on Pinterest
More than 4 in 10 ad agencies say they have no plans to use Pinterest for business, but among those eyeing the visually oriented social site, smaller firms are more likely to see an opportunity, according to a Creative Group survey. While 30% of smaller shops plan to start pinning on Pinterest, 6% of the larger agencies were considering it. Overall, 7% of marketers were using Pinterest for business purposes. MediaPost Communications/Online Media Daily (8/22)
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Measurement Matters
Learning from Progressive's social media missteps
Progressive's botched response to social media criticism is likely to tarnish the company's reputation for years, Murray Newlands writes. The brand's response wasn't effective and came too late to stem the tide of negative buzz via social channels, especially Twitter. Still, there's a silver lining for other social brands: "[I]ts mistakes provide an excellent example of ... what not to do when your business is in the midst of a public relations crisis," Newlands writes. SmartBrief/SmartBlog on Social Media (8/23)
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Brands should take more risks, Twitter exec says
It's inevitable that brands will stumble as they experiment with social media, and that's fine, says Twitter's Chloe Sladden. More brands should emulate "American Idol," which takes constant risks but bounces back quickly from its occasional missteps, Sladden argues. Fast Company online (8/23)
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Social Shareable
The art and science of extreme pogo-ing
Scientists have developed super-charged pogo sticks capable of sending grown adults bouncing more than 9 feet into the air. That permits a variety of eye-popping tricks, such as flipping in midair while bouncing over obstacles, and has given rise to the fledgling sport of "extreme pogo," which fans hope will one day rival skateboarding and snowboarding. Smithsonian Magazine (9/2012)
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Business Tips and Advice
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While Pinterest has attracted a large following recently, it's still a relatively new site. Agencies, or any organization for that matter, may be hesitant to join the social network until they determine how best to use it given their businesses' goals and needs."
-- Donna Farrugia, executive director of The Creative Group, as quoted by MediaPost Communications' Online Media Daily
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 Andy Sernovitz, Editor at Large
Andy Sernovitz is the New York Times best-selling author of "Word of Mouth Marketing: How Smart Companies Get People Talking" and the 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.
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