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Social buzz is worth paying for, marketers say | Facebook woos mobile developers | Boston Police Department proves a hit on Twitter and Facebook
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April 9, 2012
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The Big Story
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The Big Story
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Social buzz is worth paying for, marketers say
Brands can generate significant Facebook buzz using free tools and content created in-house -- but most still spend heavily on Facebook ads in a bid to maximize the return on their campaigns, Cotton Delo writes. The share of social budget dedicated to ads could increase as brands expand their social media spending, since content-creation costs will remain relatively static, Delo writes.
Advertising Age (tiered subscription model) (4/9) 
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Connecting & Collaborating
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Connecting & Collaborating
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Facebook woos mobile developers
Facebook is seeking to help mobile-application developers create and market winning HTML5 browser-based tools, Tom Krazit writes. The aim is to ensure that neither Google nor Apple can control the app ecosystem for Android or iOS devices, allowing Facebook to develop a mobile strategy on its own terms. "Facebook is looking ahead to its next challenge: ensuring it can remain a destination for consumers and developers without having to toe Apple or Google's line," Krazit writes.
GigaOm (4/8) 
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Marketer Moments
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Marketer Moments
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Boston Police Department proves a hit on Twitter and Facebook
The Boston Police Department has a larger Twitter following than the police departments of Chicago, Los Angeles, Houston or New York City. Officials have learned to use hashtags to drive conversations, to adopt a light, informal tone when communicating through social channels, and even to post comic videos to YouTube.
The Boston Globe (tiered subscription model) (4/6) 
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Pinterest users are asked to dress Harrods' window
Harrods, the London department store, is asking Pinterest users to post images relating to a street party for Queen Elizabeth II's Diamond Jubilee. The store will create a real-world window display inspired by the winning Pinterest board, and will bring the creator to London for the window's unveiling.
Luxury Daily (4/9) 
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Platform News
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Facebook catches on south of the border
Mexico is the world's fifth-fastest-growing market for social media, with Internet users expected to increase their social media activity by 17.9% this year, eMarketer estimates. Facebook is expected to have 25.6 million Mexican users by the year's end, according to this article.
eMarketer (4/9) 
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Measurement Matters
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Measurement Matters
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Don't expect too much from social media
There's a limit to what social media can do for a brand, so smart marketers understand the need to combine social media outreach with more conventional offline, search, e-mail and sponsorship campaigns, Nate Elliott writes. "The sooner we start looking at social as a valuable point solution at certain parts of the customer life cycle -- rather than as something that should take over our entire marketing ecosystem -- the sooner we'll start seeing real, consistent value from social media marketing," Elliott writes.
Forrester/Nate Elliott's Blog (4/6) 
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Should your firm build its own social network?
A growing number of companies, including Amazon, Disney, IKEA, Kraft Foods and Procter & Gamble, are building their own online communities as a way to reach out to customers. A study suggests that customers spend an average of 19% more after joining brand-based digital communities, comfortably offsetting the companies' costs of establishing and maintaining the networks.
Strategy+Business online (free registration) (4/6) 
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Social Shareable
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Regional dictionary is a whoopensocker
The Dictionary of American Regional English offers people across the country a chance to familiarize themselves with words such as Wisconsin's "whoopensocker," meaning something unique and excellent; Nantucket's "slatchy," meaning a moment of sunshine in the middle of a storm; or Pennsylvania's "bufflehead," a foolish person.
MentalFloss.com (4/9) 
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Need to create awareness from scratch? You'll probably have a hard time doing that with a Twitter account.
Nate Elliott, writing in his blog at Forrester.com
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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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