   | | | Today's Buzz |  | | |  | - Social media could be an Oscar-night winner
This weekend's Oscars ceremony will be the most-social version of the event to date, with many viewers likely to chat online about the on-TV action, writes Katherine Rosman. Organizers will post viewers' tweets to Oscar.com and will use social chatter to guide their online-video-clip selections, while Vanity Fair will live-tweet its after-show party. Other major television events, such as the Super Bowl and the Grammys, saw a marked increase in social chatter during this year's events compared with past telecasts, Rosman writes. The Wall Street Journal (2/24),  MarketWatch (2/23)      - Discovery is the next big thing, StumbleUpon exec says
Demand for social discovery is fueling the rise of services such as StumbleUpon and Pinterest, and creating important opportunities for digital marketers, says StumbleUpon's Jack Krawczyk. "One of the crazy things about digital marketing is that we've really nailed the demand-fulfillment side of things. ... What we haven't really figured out as digital marketers is the demand-generation side of things," Krawczyk says. eMarketer (2/24) - Twitter reaches 500 million users -- but how many of them are active?
Twitter is said to have enlisted its 500 millionth user on Wednesday, according to a report from TwopCharts.com, but analysts point to the vast number of suspended, closed or inactive users that might discourage marketers. At the network's current pace, TwopCharts.com predicts, Twitter will hit the 600 million mark in about four months. Mashable (2/22)  |  | Earn 2X rewards points on advertising costs with The Business Gold Rewards Card from American Express OPEN. Designed to earn Membership Rewards® points faster:
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  | | | Ideas in Action | | | |  | - How H&M became Google+'s top brand
Clothing retailer H&M's success on Google+ stems from a media-heavy content strategy in which virtually every post features videos or photos of people wearing H&M clothing, says Levick Strategic Communications' Jonathan Rick. "H&M's approach to Google+ is spot-on: lots of pics of people sporting H&M clothes, together with a quick caption. Even better, H&M includes a link to buy the given clothing," Rick says. Ragan.com (2/24) - KLM tests a social-seating tool for fliers
Airline KLM has launched a social-network-style seating planner that lets fliers choose who they sit next to based on stated interests, languages spoken and other personal data. About 200 passengers have participated in the pilot project, which covers flights between Amsterdam and three other cities, but the airline says it plans to roll out the tool for all intercontinental flights. "KLM really sees social media as a way to tap into a different part of their customers' lives. They want to be viewed as more than just a flying piece of metal," travel-industry analyst Henry Harteveldt says. The New York Times (tiered subscription model) (2/23) - Claire's Stores goes silent amid online criticism
Claire's Stores is keeping its head down amid a social media firestorm stemming from accusations that the chain sold products that closely mimicked an independent designer's jewelry. The chain has shut down its Facebook comments, deleted critical posts, blocked some users and ignored Twitter messages by critics. "This 'head in the sand' approach will negatively impact the brand as customers turn away," Eileen Brown writes. ZDNet/Social Business blog (2/23) |  | RadioShack has a global presence and a variety of innovative products and services. With reasonable investment levels and hundreds of potential markets, a RadioShack franchise represents an exciting opportunity for you to associate with a powerful retail brand. Click here to learn more. |
 | | - Study: Short messages, questions drive Facebook engagement
 For best results on Facebook, brands should post messages that are 100 to 119 characters long, according to a study by BlitzLocal of 120 billion Facebook impressions. The study also found that questions increased message-interaction rates by as much as 20%. ClickZ (2/23) | The Takeaway | | | |  | - Stick to business basics to determine social media ROI
Social media practitioners should stop trying to create new metrics when calculating the return on their social media investment, consultant Nichole Kelly says. Rather than coming up with dedicated social media metrics, marketers should focus on the same real-world results they'd use to gauge any other campaign. "I can tell you the value of a Facebook fan: zero freaking dollars. If it doesn't correlate to the bottom line, it doesn't matter," Kelly says. SmartBrief/SmartBlog on Social Media (2/24) - Tool helps crop photos for Timeline
Cover images with Facebook's Timeline often are eye-catching, but they can be a pain to create because most images don't fit the wide horizontal shape needed for the cover-image slot, Sarah Kessler writes. Startup Aviary has developed a photo-cropping tool designed to make photos the perfect size for use as Timeline cover images. Mashable (2/23) |  | How will IM, video, telephony and other elements of UC change in the coming year? This set of products provides a consistent unified user interface and experience and is poised to become more widespread in the enterprise. Get insight from Focus Experts as they share their predictions for Unified Communications in this free guide. |
 | | - This around-the-world flight will require a loud alarm clock
Pilot Andre Borschberg is training to complete an around-the-world trip in a solar-powered aircraft -- and that means learning to cope with virtually no sleep for a 72-hour voyage. The plane has no autopilot, so while Borschberg can take very short naps, he needs to be able to wake up and grab the controls in seconds if an alarm sounds. Wired.com/Autopia blog (2/23)
 | Brands cannot afford to blithely ignore the conversations that are happening -- especially when the conversations are directed at them."
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| | | | | | | Recent SmartBrief on Social Media Issues: - Thursday, February 23, 2012
- Wednesday, February 22, 2012
- Tuesday, February 21, 2012
- Monday, February 20, 2012
- Friday, February 17, 2012
| | | Lead Editor: Jesse Stanchak
Editor at Large: Andy Sernovitz
Contributing Editor: Ben Whitford
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