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January 14, 2010
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Today's Buzz 
  • Why marketers must go mobile
    Consumers are already embracing the mobile Web, according to a report from Morgan Stanley, and Adam Cahill argues that it's time marketers woke up to that fact. "Brands are still in the 'dipping our toes in the water' phase when it comes to mobile," he writes. "Meanwhile, consumers have cannon-balled into the deep end of the pool and aren't looking back." ClickZ (1/14), Adweek (1/13) LinkedInFacebookTwitterEmail this Story
Ideas in Action 
  • Red Cross social campaign nets $3M for Haiti
    Using Twitter and Facebook to build momentum and $10 text messages to gather donations, the Red Cross reports that it has raised $3 million for aid efforts in Haiti. The group's effort received a boost when the U.S. State Department endorsed the fundraising campaign. "Raising this amount of money, $10 at a time, is a true testament to the American spirit," says Red Cross marketing director Susan Watson. Mashable (1/13) LinkedInFacebookTwitterEmail this Story
  • Coke trades campaign pages for social sites
    Coca-Cola is starting to move away from using traditional Web sites for its publicity campaigns. The company is using its Facebook and YouTube pages as hubs for its Fanta and Coke Zero brands. "Our campaigns won't need a coke.com-hosted site," says Coke executive Prinz Pinakatt. "In most cases these will still exist ... but it might only be a page linking to YouTube encouraging people to join the community there." New Media Age (1/14) LinkedInFacebookTwitterEmail this Story
  • Tweet for free sweets, says Tasti D-Lite
    Frozen-dessert chain Tasti D-Lite is offering Twitter users free snacks for spreading the word about the brand. Customers will be offered the chance to link their loyalty cards to their Twitter accounts, allowing the company to post automatic updates when they visit the store. In return, customers will receive points that they can trade for free desserts. Adweek (1/13) LinkedInFacebookTwitterEmail this Story
  • How UPS picks its social battles
    When UPS came under fire from a competitor's campaign, it used social media to fight back, says Debbie Curtis-Magley, the company's manager of corporate public relations. The strategy succeeded, Curtis-Magley says, because UPS didn't try to answer every criticism, but instead focused on areas where it could make a compelling argument and backed up its claims with credible evidence from third-party Web sites. SmartBrief/SmartBlog on Social Media (1/14) LinkedInFacebookTwitterEmail this Story
The Takeaway 
  • 20 ways to track your brand's buzz
    Measuring a social-media campaign's success can be tricky, but there are plenty of tools to help you keep tabs on who's talking about your campaign. This blogger lists 20 tools for measuring social-media success, including free search engines and professional brand-management tools. Blah...Blah...Blog (1/8) LinkedInFacebookTwitterEmail this Story
  • Keep your Web site from becoming a "tombstone"
    Only by constantly creating valuable content can companies hope to attract and retain an online community, writes Lee Odden. Too many companies still see Web site creation as a one-time thing, rather than an ongoing project, Odden notes. "This kind of Web site with static content is a tombstone when it comes to being a search marketing asset," he writes. "Shifting from a dead end Web site to becoming a content publisher (and promoter) is critical for any company that has customers and competitors active online." Online Marketing Blog (1/14) LinkedInFacebookTwitterEmail this Story
  • Why you should scrap your office's social-media policy
    Sometimes social-media policies do more harm than good, writes Thomas Nelson Publishers CEO Michael Hyatt. A document filled with legalese won't make your employees better social-media practitioners, and may actually discourage them from engaging your customers. It is far better, Hyatt argues, to keep things simple and informal -- give employees guidance, but then step back and trust them to behave responsibly. MichaelHyatt.com (1/14) LinkedInFacebookTwitterEmail this Story
Featured Content 
 

SmartQuote 
It's natural online to go to the place where people are already consuming media. It's less effort to ask people to leave an environment they're already in."
--Cheryl Calverley, Unilever U.K.'s senior global manager for Axe Skin, as quoted by New Media Age
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 Andy Sernovitz, Editor at Large
Andy Sernovitz is author of "Word of Mouth Marketing" and the word of mouth marketing blog/newsletter "Damn, I Wish I'd Thought of That." Andy is CEO of GasPedal, a company that teaches word of mouth and hosts the Word of Mouth Marketing Supergenius conference.
 

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