   | | | Today's Buzz |  | | |  | - Should social media marketers seek quantity or quality?
Social media metrics focus mainly on the quantity of interactions, but it would be far more useful to measure the quality of consumer relationships with brands, writes Bob Knorpp. Marketers should stop using broadcast-style metrics that measure audience size, and instead should take cues from customer-service evaluation methods. "If social-media marketing is distinguished by conversation and real relationships, we need measures that weigh these factors," Knorpp writes. Advertising Age (tiered subscription model) (9/19)       |  | How to Improve Website Conversion Rates. Traditional website registration is a headache for consumers, but 66% would prefer to use an existing social identity on your site. Download this study to find out why you may be missing conversions and learn how to combat abandonment with social sign-in. Download the research report here. | | | | Network Update | | | |  | - More buttons may be coming to Facebook, source says
Facebook reportedly is planning to unveil a number of "like"-style buttons, offering increased granularity for users. The buttons, which could debut at this week's F8 developers conference, could let users mark content in their news feed as "Read," "Listened" or "Watched." The network also is expected to launch buttons aimed at social-commerce applications, such as a "Want" button. TechCrunch (9/19) |  | John Jantsch invites you to go local
As customers continue to rely on the Web to help them screen local businesses, local businesses must take steps to ensure that they pop to the top of online searches. Duct Tape Marketing's John Jantsch offers strategies for local marketing success in this free white paper from American Express OPEN, How to Win at the Local Marketing Game. Download your free copy now, exclusively for SmartBrief readers. |
 | | | Ideas in Action | | | |  | - Burberry goes social to show off for Fashion Week
Burberry went social ahead of this year's Fashion Week, using Twitter to drum up buzz, streaming its catwalk show on Facebook and posting videos to YouTube. The luxury brand also is using Salesforce.com to create social profiles of target customers and to guide its social-listening efforts. "You have to be totally connected with everyone who touches your brand," CEO Angela Ahrendts says.  The Washington Post/Bloomberg (9/20), ViralBlog (9/20) - Wall Street Journal unveils a Facebook news hub
The Wall Street Journal has unveiled "WSJ Social," a Facebook-based filter for the newspaper's content. The tool lets users curate their own collections of Journal content and follow other users' connections; the most popular filters win prizes such as portraits of themselves in the paper's traditional stipple-art style. "It's really about the users being elevated to editors," says Maya Baratz, the newspaper's head of new products. Forbes (9/19) |  | IMPACT Comes to You Roadshow 2011—Columbus, OH
See how companies like yours are driving growth by implementing technologies such as Business Process Management, Service Oriented Architecture, and Cloud technologies. Meet with other business and IT leaders, hear customer success stories, and watch product demos. Register for Impact Comes to You! |
 | | | Research and Reports | | | |  | - Europe's social media marketers contend with skimpy budgets
 European marketers are getting a grip on social media, but they're having to do so on shoestring budgets, according to Forrester's annual survey. That's causing big problems, with marketers fearful of drumming up social buzz that they don't have the staff to exploit or manage. "When marketers are afraid of success, rather than failure, then you know you've got a problem," Nate Elliott writes. Forrester.com/Nate Elliott's Blog (9/19) - Facebook ecosystem is a job-creation engine, study finds
The ecosystem of third-party applications and add-ons for Facebook has created at least 182,000 jobs at U.S. businesses, according to a study by the University of Maryland. Researchers say the number of jobs created could be even higher. "Using more aggressive estimates, the Facebook App Economy created 235,644 jobs, adding a value of $15.71 billion ... to the U.S. economy," the study says. Los Angeles Times/Technology blog (9/19) |  | What's a good health plan for small businesses? There are a number of factors to consider to find a good fit, and making a decision is filled with trade-offs and compromise to balance your cost and the benefits you get for your employees. Download this complimentary whitepaper to begin the evaluation process now! |
 | | - How to manage your reputation online
To put an effective online-reputation-management strategy in place, it's essential to monitor what's being said about you, interpret your findings, plan a suitable response and then execute that strategy and engage your online critics. But you can't stop there, writes Ron Jones. "[T]his is a cycled process. Once you are done with this last step, you need to start over and listen and monitor to see if your efforts have made an impact," Jones writes. ClickZ (9/19)
 | [W]ithout proving the success of social, it's pretty hard to get a budget increase out of the CMO."
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| This SmartBrief was created for ignoble.experiment@arconati.us |
| | | | | | | Recent SmartBrief on Social Media Issues: - Monday, September 19, 2011
- Friday, September 16, 2011
- Thursday, September 15, 2011
- Wednesday, September 14, 2011
- Tuesday, September 13, 2011
| | | Lead Editor: Jesse Stanchak
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