Twitter bags a bigger share of brands' social budgets | Samsung crowds out Apple with paid Twitter campaign | Middle East tensions put Embassy tweets in the spotlight
September 13, 2012
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The Big Story
Zuckerberg says social search is on Facebook's radar
Mark Zuckerberg hinted this week that Facebook is mulling a move into the search engine business, saying the site already handles a billion searches a day "and we're basically not even trying." An updated search function might use Facebook users' social signals to deliver more on-point search results, and to help brands target search users more effectively. "[I]f anyone has the resources to reinvent search for the social age, it is pretty clearly Facebook -- and that could be Google's worst nightmare," Mathew Ingram writes. GigaOm (9/12), Reuters (9/13)
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Connecting & Collaborating
Twitter bags a bigger share of brands' social budgets
Twitter is increasing its share of the social-advertising market, with worldwide ad revenues expected to increase 106.7% this year, according to eMarketer. The site is expected to have 12.7% of total social-ad spending by 2014. eMarketer (9/13)
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Marketer Moments
Samsung crowds out Apple with paid Twitter campaign
Samsung is paying to have its tweets put next to Twitter searches relating to the new iPhone, in a bid to muscle in on the buzz surrounding the Apple device's launch. The Promoted Tweets campaign is a sign that marketers are now happy to enter bidding wars to get attention on Twitter, particularly surrounding important events, Christopher Heine writes. Adweek (9/12)
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Middle East tensions put Embassy tweets in the spotlight
Tweets by staffers at the U.S. Embassy in Cairo amid tensions and violent protests could lead the U.S. to reconsider its efforts at online diplomacy, experts say. The tweets, which condemned an inflammatory video and called for religious tolerance, have drawn criticism from some quarters and prompted State Department officials to note that the messages were not pre-vetted. "Because there are all these tools out there, there's an instinct to try use them to say something. ... It would have been better for everyone to just calm down and figure out what was going on," says Shawn Powers of Georgia State University. The Wall Street Journal (tiered subscription model)/Washington Wire blog (9/12)
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Platform News
Facebook is powerful voter-turnout tool, researchers say
A Facebook voter-turnout campaign generated about 340,000 additional votes nationwide in the November 2010 elections, researchers say. The turnout campaign, which showed users photos of friends who had already voted, found that users were particularly likely to vote if they saw photos of voters to whom they had especially strong social ties. "What we have shown here is that the online world and the real world affect one another," said James Fowler of the University of California, San Diego. The New York Times (tiered subscription model) (9/12)
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Measurement Matters
Ginzametrics reads social signals for in-house analytics
Ginzametrics has updated its search engine optimization management and analytics platform to include social signals from Facebook, Twitter and Google+. Business-to-business marketers can avoid outsourcing their SEO by using Ginzametrics in-house and coupling it with Google Analytics, Adobe SiteCatalyst and other analytics tools. TechCrunch (9/12)
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How brands can crowdsource their marketing strategy
Social media is changing the English language, and that creates opportunities for savvy marketers, Alex Brown writes. The same crowdsourcing principles that are part of the evolution of spoken and written language can be used to create responsive, customer-driven campaigns, Brown writes. "With the right strategy, marketers can use those insights to achieve social media wins in their organizations," he writes. MarketingProfs (9/12)
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Social Shareable
Guinness creates a record for slam-dunking parrots
Guinness World Records contains plenty of weird and wonderful feats. Among some new entries: a woman who has collected 15,665 shoes; a hot dog seller who created a 7-pound sausage; a man with 280 separate facial piercings; and Zac, a parrot capable of slam-dunking a Wiffle Ball 22 times in a minute. TIME magazine/NewsFeed blog (9/12)
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Business Tips and Advice
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Editor's Note
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Sr. Business Leader, Global Digital Marketing Strategy and Capabilities
VISA - Foster City, CA
Social Media Specialist
I don't think people care about 'social search' itself, but they do care about getting better search results."
-- Bill Gross, CEO of Idealab, as quoted by Reuters
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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, 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.
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