Social buzz is worth paying for, marketers say | Facebook woos mobile developers | Boston Police Department proves a hit on Twitter and Facebook
April 9, 2012
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The Big Story
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 (free access for SmartBrief readers) (4/9)
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Want to Be a Better Salesperson? Build Relationships
Today's knowledge-hungry consumers often know as much about a product as the people trying to sell it. So what's your sales edge? Learning to build stronger relationships with your clients. Read the featured article.

Connecting & Collaborating
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
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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Other News
Platform News
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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Other News
Measurement Matters
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. 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
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. (4/9)
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Social Media Manager
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
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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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