  | | | Today's Buzz |  | | |  | - 3 myths that could derail your social media efforts
A Gallup poll of 17,000 social media users found evidence that social engagement with a brand doesn't directly drive customer loyalty and acquisition, Blaise James and Jim Asplund write. Instead, social tools empower brand advocates to spread the word about a company -- which does drive loyalty and customer acquisition, they write. "You're less likely to engage prospects directly through social media. Encourage or guide your current customers to advocate on your behalf instead," James and Asplund write. Gallup Management Journal (free content) (9/1)       |  | Remove the guesswork; connect social media to revenue
Take your first step today to organize, mobilize, and monetize your social media efforts. Visit the Adobe SocialAnalytics site to gain access to:
• Joint Facebook and Adobe best practices
• Adobe SocialAnalytics product overview and demo
• Virgin America success story on how to monetize Facebook
Download your social best practices today. | | | | Ideas in Action | | | |  | - Survey finds promise in consumers' attitudes toward Promoted Tweets
Consumers are generally upbeat about Twitter's Promoted Tweet service, which lets brands pay to insert messages into users' Twitter streams, according to a Lab42 survey. About 11% of users said they found the tweets "annoying," but about a quarter said they had received tweets relevant to their interests. About a fifth of Twitter users said they had received discounts, and a similar number said they had discovered brands through the program; 14% said they had retweeted a promoted message. eMarketer (9/2) - Tumblr's blogger campaign rubs fashion brands the wrong way
Fashion brands are up in arms over a Tumblr promotion that saw the network send bloggers to Fashion Week, promising them exclusive access to top designers in the hope of establishing Tumblr as the site of choice for fashion writers and photographers. Ann Taylor's social media chief bristled at the way Tumblr reached out to the brand regarding the promotion and said Tumblr should focus instead on providing brands with meaningful analytics tools. New York magazine/The Cut blog (9/1) - Facebook gives ad opt-outs a trial run
Facebook is testing a feature that allows users to opt out of current and future ads from sources they have no interest in, a move that could boost click-through rates with better targeting. Meanwhile, the social network is letting some users compare and rate bars and restaurants through its Places feature. ClickZ (9/1) - Making social media work without paid advertising
Some marketers still rely on paid advertising to prime the pump for their social media campaigns, but recent efforts from Klout, Wildfire and Mr Youth show it doesn't have to be that way, Adam Penenberg writes. "Word of mouth campaigns are far cheaper than buying TV time, and if done correctly, can be more effective than traditional online advertising," Penenberg writes. FastCompany.com (9/2) - Stop looking for a single way to measure ROI
The pursuit of a stable way to measure social media return on investment is founded on a false premise, writes Brian Solis. Rather than seeking a single static set of tools with which to measure ROI, we should seek tools that relate directly to our goals in any given moment. "R.O.I is specific to an outcome or a goal, which means that there is no one answer," Solis writes. BrianSolis.com (9/1) - Why publishers should go social to increase their traffic
Publishers can't afford to ignore the traffic-generating potential of social media, writes Rebecca Lieb. To wring the most out of their social efforts, publishers should consider using social media as a traffic and subscription model, perhaps by offering a social subscribe page to site visitors. "Publishers need to seriously consider using this model as a template for their subscription options," Lieb writes. iMedia Connection (9/1) - How to ensure your Facebook tabs don't fall flat
Custom Facebook tabs are a useful tool, but they won't generate much excitement on their own, writes Jim Belosic. It's vital to create engaging content, to make sure your fans know about it and to keep swapping it out with fresh material. "If you want your new tabs to be a hit with your fans, it's time for you to go out and intentionally grab their attention," Belosic writes. SmartBrief/SmartBlog on Social Media (9/2) |  | Earn 2X rewards points on shipping costs with The New Business Gold Rewards Card from American Express OPEN. Designed to earn Membership Rewards® points faster:
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- SmartBrief will not be published Monday
In observance of Labor Day in the U.S., SmartBrief will not be published Monday, Sept. 5. Publication will resume Tuesday. - Live Twitter chat with SmartBrief today
Sign on to Twitter at 2 p.m. Eastern today to chat with SmartBrief on Social Media Editor Jesse Stanchak about the latest in social media news, trends and tools. Share your company's social media success stories, ask questions and meet other SmartBrief on Social Media readers. Include the hashtag #SBSocialClub in your tweets -- and don't forget to follow @SBoSM on Twitter.  | Not everything that can be counted counts, and not everything that counts can be counted."
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| | | | | | | Recent SmartBrief on Social Media Issues: - Thursday, September 01, 2011
- Wednesday, August 31, 2011
- Tuesday, August 30, 2011
- Monday, August 29, 2011
- Friday, August 26, 2011
| | | Lead Editor: Jesse Stanchak
Editor at Large: Andy Sernovitz
Contributing Editor: Ben Whitford
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