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How I See It
What does 2013 hold for social media pros?
Lori Randall Stradtman
Brands need to recognize that mass media tactics don't work on social networks, and that everyday people have the power to talk back and make demands of their own, as exemplified by the online protests against the Stop Online Piracy Act this year, author Lori Randall Stradtman says as she looks back on the year in social media marketing. In 2013, brands will need to get serious about the possibilities afforded by combining social media with Big Data and about deploying social media monitoring, Stradtman says.  SmartBrief/SmartBlog on Social Media (12/10)
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Most Popular Stories
These are the stories read and shared most by SmartBrief on Social Media readers in 2012

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Industry Forecast
What is the top area of social engagement you want to focus on in 2013?
34%   Expanding our community base
26%   Showing the impact of what social is achieving in our business
20%   Cultivating more brand advocates in our online community
20%   Keeping our existing community active and engaged
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Are you planning to spend more of your workday on social media in 2013 than you did in 2012?
48%   Yes
44%   No
8%   Not sure
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What do you expect will be your greatest social media challenge in 2013?
31%   Getting fans to respond to a call to action
27%   Measuring results
22%   Creating content
9%   Attracting fans
6%   Something else
5%   Providing customer service
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Product announcements appearing in SmartBrief are paid advertisements and do not reflect actual SocialBusiness endorsements. The news reported in Smartbrief does not necessarily reflect the official position of SocialBusiness.
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Smartest Quotes
These are the quotes SmartBrief on Social Media readers shared most in 2012
We have allowed social media to become SEO ... a collection [of] pseudo experts all promising a solution without the talent to deliver.
-- Adam Kmiec of Walgreen, writing in a comment on a blog post, as quoted by Advertising Age
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In order to be truly effective and original, you can't repurpose content designed for other media for the Web.
-- James DeJulio, president of Tongal, as quoted by MediaPost Communications' Marketing Daily
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Where there's passion, there's going to be stupid passion.
-- Kathleen Hessert, social media consultant, as quoted by The Wall Street Journal
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If you don't want something to happen to you, then don't do it to a customer.
-- Raghu Raghavan, CEO of Act-On, as quoted by 1to1Media.com
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[S]ocial, like all media, is a tactic. What concerns me is that too many marketers have elevated tactics -- especially those of social media -- to the level of strategy.
-- Al Ries, writing in Advertising Age
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Having a lot of 'likes' will not pay your rent or your mortgage. The bank doesn't accept 'likes' as collateral.
-- Heather Whaling, president of Geben Communications, as quoted by SmartBrief's SmartBlog on Social Media
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Anyone can start a community, but it takes real talent and commitment to get people to show up and keep coming back.
-- Andy Sernovitz, writing in SmartBrief's SmartBlog on Social Media
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Untrained professionals can create significant brand damage.
-- Jeremiah Owyang of Altimeter Group, as quoted by Ragan.com
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Facebook denies us a pleasure whose profundity we had underestimated: the chance to forget about ourselves for a while, the chance to disconnect.
-- Stephen Marche, writing in The Atlantic
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Social media is like teenage sex -- everyone wants to do it. When they do they're a bit disappointed, but they practice and it gets much better.
-- Josh Graff of LinkedIn, as quoted by CBROnline.com
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