September 20, 2021
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The Big Story
Disney has selected 20 "emerging" influencers with diverse backgrounds who also are brand fans to launch the Disney Creators Lab, and they will be schooled by the brand to create content to engage TikTok, YouTube and Instagram users. None of the influencers are being paid, but they will receive a trip to Walt Disney World and on a Disney Cruise Line next year.
Full Story: Ad Age (tiered subscription model) (9/20) 
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3 things every marketer needs to know about analytics
In order to win in today's competitive world, marketers must expand their brands' data-driven culture with analytics, insights, and actions - without relying on cookies or tactics that might seem invasive to the consumer. This report explores how to unify journeys across devices, browsers, and apps to create clean, dependable analytics that help you stay ahead ahead of the market. Download the Report
Connecting & Collaborating
How to use social listening to boost content
(Three Lions/Getty Images)
Social listening can provide marketers with valuable insights related to campaigns, influencers and audience sentiment via tools such as Socialbakers, Falcon and Brandwatch, twogether's Fi Shailes writes. Shailes describes how to use social listening to uncover the most popular types of content among target audiences, identify relevant trends and topics, and differentiate messaging from competitors.
Full Story: Content Marketing Institute (9/20) 
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Why communicating brand values is critical
TOMS donates a pair of shoes for each pair it sells. (Tyler Nix/Unsplash)
Communicating brand values is essential for marketers to connect with consumers who are using their purchasing power to advocate for social justice and environmental issues, Ambreen Ali writes. Ali cites research studies that highlight the importance of brand values and examples of brands that have evolved messaging in response to changing consumer demands.
Full Story: SmartBrief/Marketing (9/17) 
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Regulations require organic approach to youth marketing
Facebook, Google and other platforms are implementing new youth-oriented marketing restrictions that will require marketers to shift to more organic forms of engagement, suggests Joshua Smith, a public relations faculty member with the Richard T. Robertson School of Media and Culture at Virginia Commonwealth University. Marketers can maximize organic efforts by considering influencer relationships, "befriending other brands" and using creative ways to encourage campaign engagement and sharing, Smith writes.
Full Story: PRSAY (9/17) 
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Prioritizing privacy, winning customers
Brands have the delicate task of considering consumer data privacy concerns while also delivering relevant content. They must proactively communicate a necessary value exchange for the collection and use of first-party data – or get left behind. In this on-demand webinar, industry experts discuss how to improve brand experiences by communicating effectively about privacy. Watch now
Most Read by Marketing Decision Makers
Featured Content
Sponsored content from Expedia Group Media Solutions
Travel Recovery Trend Report Q2: The Recovery Continues
In the first quarter of 2021, we saw a number of positive signs for the travel industry as it started to emerge from the pandemic. The second quarter of the year saw further encouraging trends—including strong global search growth, rising international searches, and lengthening search windows—which give more cause for optimism. Explore these current trends, and more, in this snapshot of key findings taken from our latest Travel Recovery Trend Report.
Marketer Moments
Fred & Farid, Concern create "#UnfortunatelyFakeNews"
(Concern Worldwide US/YouTube)
Fred & Farid Los Angeles has created an #UnfortunatelyFakeNews campaign for Concern Worldwide that features more than 50 fake news headlines showing what the world's wealthiest could be doing to eliminate extreme poverty. The push features preroll videos with news anchors breaking fake news stories until copy is revealed reading, "#UnfortunatelyFakeNews. Until it's real, please donate."
Full Story: ShootOnline (free content) (9/17) 
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Platform News
App researcher Alessandro Paluzzi spotted a Twitter visual editor trial that enables marketers to enhance tweets using tools from the platform's retired Fleets feature, such as adding stickers and cropping. Twitter has not made any official announcement regarding the experiment.
Full Story: Social Media Today (9/17) 
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Measurement Matters
Independent ad agency executives are pivoting to digital promotional channels but aren't very confident that they're driving results amid changing privacy rules and measurement challenges, according to a Digiday+ study. While Facebook and Google dominate digital ad budgets, Amazon gave advertisers the most confidence with 43% saying so, followed respectively by Google and TV (37%), Instagram (36%), and Facebook and YouTube (35%).
Full Story: eMarketer (9/17) 
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Social Shareable
12-year-old gamer calls out homophobia in viral clip
(Fifty Shades of Whey/Twitter)
A TikTok video on Twitter showing a 12-year-old boy playing a video game and calling out another player for homophobic comments has attracted 3.7 million views. The boy explains what LGBTQ+ means and tries to educate the other player about the trans community, saying at one point, "It's their decision, what's the matter with that?"
Full Story: TheGamer (Quebec) (9/19) 
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The beauty of social listening is that it provides brands with a relatively speedy route to find the evidence behind assumptions they might be making about their target audience.
Fi Shailes, social strategist at twogether, writing for Content Marketing Institute
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About the Editor
Mike Driehorst
Mike Driehorst
(That's me on the right, with Rocky ensuring I have a good head on my shoulders.)
Is a social media newsletter really social if you don't know who's behind it?

Every day, I along with contributor Jo Hamilton and others at SmartBrief work to keep you informed on the latest tips, news and how-tos in the social media and content marketing world. For a bit of my history, I've been involved in social media one way or another since 2004, getting my start in a few PR-focused Yahoo! Groups, representing clients on discussion boards and reading the early "weblogs."

Since no one likes one-way social media, if you like what we're doing -- or don't like -- or even have suggestions for stories, drop me a line. And if you really like what you read, I'd appreciate it if you'd share this sign up link with your colleagues.
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