Twitter to upgrade "Discover" feature | Scale, not business, is Twitter's greatest challenge, CEO says | Facebook's IPO is scheduled for May 18
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May 2, 2012
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Twitter to upgrade "Discover" feature
Twitter's "Discover" feature will get an upgrade, turning to a user's followers list for personalized signals to determine which stories to highlight. The feature will be rolled out to the website before it comes to mobile applications, the company says. CNET (5/1)
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Facebook's IPO is scheduled for May 18
Facebook executives plan to start meeting with prospective investors on Monday as it prepares to go public on May 18. The social network expects the IPO to raise as much as $10 billion. The Wall Street Journal (tiered subscription model) (5/1)
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Show us some love, advertisers tell Facebook
Facebook is neglecting the ad buyers who fund its business, some marketing executives say. The company's automated ad-buying system is efficient but it's all but impossible for brands to get personal attention, executives say. "For the longest time, we've been trying to call Facebook to do business with them and there's nobody to pick up the call," says Mike Parker of Tribal DDB. CNET (5/1)
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Marketer Moments
National Zoo live-tweets panda insemination
Twitter users got something unexpected this week as the National Zoo live-tweeted the artificial insemination of its resident female panda, Mei Xiang. The episode drew buzz as the zoo's reproductive scientists posted explanations and photos of the process. "With little more than a phone and a hashtag -- #pandaAI -- the National Zoo very literally threw open a process that was until now only known through after-the-fact accounting by the media," Martin Austermuhle writes. (Washington, D.C.) (4/30)
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John Deere "craves" more action verbs on Facebook
John Deere says it will incorporate "want", "own", "love" and "crave" buttons to its Facebook advertising, in some cases driving traffic to dealers of the lawn-care products for a price quote and encouraging product testimonials. Facebook controls the use of such action verbs and is permitting more for various brands. ClickZ (5/1)
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Platform News
Twitter predicts elections? Not so much, researcher says
Claims that Twitter buzz can predict election results are overblown, researcher Daniel Gayo-Avello says. Social media users aren't representative of general voting populations, tweets are often ambiguously written and so far all studies of Twitter's predictive power have been retrospective papers that benefit from 20-20 hindsight, rather than making predictions. "No, you cannot predict elections with Twitter," Gayo-Avello concludes in his analysis. MIT Technology Review online/The Physics ArXiv Blog (5/2)
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Do you use social tools to identify and nurture specific sales prospects?
We don't use social media for sales  45.45%
Yes, but we move the sales process to other channels  21.21%
No -- we use social media for sales, but not on a 1-to-1 basis  18.18%
Yes, and we continue the sales process via social media  15.15%
How often do you review your social media strategy? 
VoteLess than 3 months between reviews
VoteEvery 3 to 6 months
VoteEvery 6 to 9 months
VoteEvery 9 to 12 months
VoteEvery 12 to 18 months
VoteEvery 18 to 24 months
VoteMore than 2 years between reviews
VoteWe don't have a social media strategy
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Why Rokkan labels its client-focused tweets
Marketers and ad agencies must be upfront with their social followers about the degree to which their tweets and other messages are influenced by their clients, Rokkan social strategist Melyssa Brown says. All of Rokkan's client tweets are marked with a letter "c" to ensure that promotional messages are kept distinct from the agency's regular updates. "Transparency is a large part of the Rokkan culture, and that also carries over to the way I run our social channels," Brown says. Advertising Age (free access for SmartBrief readers) (5/1)
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Social might change the game, but the goal remains the same
Social media form a digital means to boost customer-relationship building that supermarkets have always worked to achieve, said food industry consultant Michael Sansolo, who shared tips for grocers operating in a social media age. "So much of social media is simply the basics of human interaction," Sansolo says. SmartBrief/SmartBlog on Leadership (5/2)
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IDGA?s 5th Social Media for Defense Summit addresses how the nature of combat operations has reshaped the way the military and government use social media. Also discussed: How to improve communication among the DoD and their families, with an emphasis on the use of social media to improve collaboration.
Social Shareable
What a Tetris guru can teach you about real-world achievement
University of Washington freshman Kevin Birrell is one of five people to be named a world grand master of the game Tetris, and he says the game has taught him lessons about how to conquer any challenge. A thousand-plus hours of practice have given Birrell calmness and a strong awareness of his limitations, he says. "If you have to think too much about what you're doing, you don't know it well enough yet," he says. GeekWire (4/28)
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When I go to bed at night I don't think, 'Oh no, the business.' "
-- Dick Costolo, CEO of Twitter, as quoted in the Epicenter blog at
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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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