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Social media is a risky business, brands say | Twitter hands "certified" badges to a few third-party developers | Google Enterprise integrates video sharing into apps
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August 30, 2012
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The Big Story
Social media is a risky business, brands say
The main social media sites offer big opportunities for brands, but also bring big risks, social media managers say. Studies find that executives rank social media as one of their companies' biggest risk exposures, rivaling economic, political and regulatory factors, with Facebook seen as the most perilous space for the most brands, followed by Twitter and YouTube. Two-thirds of social media professionals ranked damage to their brand's reputation as the brands' chief risk exposure on social sites.
eMarketer (8/30) 
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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!
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Twitter hands "certified" badges to a few third-party developers
Twitter has awarded a "Twitter Certified Product" badge to 12 companies in three categories to encourage third parties to play by the rules it has set. Crimson Hexagon, Sprinklr, Radian6, HootSuite, SocialFlow and Mass Relevance were among those given the nod, Cotton Delo writes, while Echofon and Tweetbot were notable omissions.
Advertising Age (tiered subscription model) (8/29) 
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Google Enterprise integrates video sharing into apps
Google is formally launching its Google+ enterprise solution with new support for restricted sharing options, integrated video meetings with Google products and administrative controls, writes Sarah Perez. Vice President of Enterprise Amit Singh says, "We are going to do the same thing with Google+ that we've done with Gmail, and other consumer-facing apps so that Google+ can be adopted in more of enterprise setting." Those businesses that have incorporated Google Apps can use Google+'s enterprise service for free through 2013.
TechCrunch (8/29) 
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Marketer Moments
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Obama wins plaudits for Q-and-A session on Reddit
President Barack Obama stopped by Reddit for an impromptu "Ask Me Anything" Q-and-A session on Wednesday. Obama didn't say anything controversial, but the move underscored his reputation as the more socially savvy of the two major-party presidential candidates. "Control of the now-crucial online conversation is President Obama's to lose," Eric Johnson writes.
All Things D (8/30) 
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Reddit trumps Pinterest for referral traffic
BuzzFeed's latest Social Intelligence Report indicates that Reddit is "a monster for traffic referrals," Charlie Warzel writes, but he argues that Pinterest might be little more than a "social gimmick." Reddit referrals increased 64% from June to July, with the social-sharing service apparently cannibalizing traffic from StumbleUpon. About 114,000 referrals came from Pinterest, the report notes, far below the service's 400,000-referral peak in April.
Adweek (8/29) 
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Measurement Matters
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To automate or not to automate?
Many people see automated tweets as the antithesis of true social engagement, Allison Graham writes. The reality is more nuanced: It's OK to auto-schedule tweets, as long as you remain fully engaged when it comes to building a real connection with your followers. "[Y]ou can automate content, but you can't automate connection," Graham writes.
Fast Company online (8/29) 
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Why 3M doesn't see social media as anything new
For 3M, social media is about learning to integrate new tools into an existing strategy for outreach and customer relations, Andy Sernovitz writes. 3M's Greg Gerik discussed how the company uses social media as a sounding board to gather customer feedback about its products.
SmartBrief/Marketing (8/30) 
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Social Shareable
How do you get a cow out of a tree? Call the fire department
Firemen are accustomed to being called out for cats stuck up trees, but a crew in England went one better, helping to rescue a cow that fell from an embankment and got lodged in a large tree. Firemen donned body armor to protect them, then used a winch to lower the "reasonably happy" bovine to safety.
Reuters (8/29) 
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The Internet, for better or for worse, has become the new town hall for politics that many over-eager futurists said it would be in the '90s. At long last, it's now a place where current and future candidates have to stop, even if they don't want to.
Eric Johnson, writing at All Things D
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 Andy Sernovitz, Editor at Large
Andy Sernovitz builds organizations that help people help each other. His company, GasPedal, builds peer-to-peer communities for people leading meaningful change at the world’s biggest companies, including SocialMedia.org and SocialMedia.org Health. He wrote the best-selling book Word of Mouth Marketing that teaches you how to earn the respect and recommendation of your customers.
 
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