 | | | Today's Buzz |  | | |  | - Twitter to give marketers access to old tweets
Twitter is opening up its archive of old tweets to marketers, potentially helping brands to plan campaigns, target influential users and even predict upcoming events. Two years' worth of past tweets will be made available through a partnership with Datasift, with messages indexed according to location, sentiment and a Klout-based influence score. The announcement drew criticism from privacy activists. BBC (2/28), The Daily Mail (London) (2/29)       |  | How are You Measuring Facebook ROI?
Take your Facebook marketing to the next level by incorporating these proven tactics to maximize your bottom line. Download this FREE study, Facebook Marketing: 8 Tactics to Measure and Improve ROI, sponsored by Oneupweb. | | | | Network Update | | | |  | - Popular brands still struggle to engage on Facebook
Brands that are known for having passionate fans, such as Nike, Harley-Davidson and Porsche, are no better than other brands at spurring social media engagement from Facebook fans, according to a survey by the Ehrenberg-Bass Institute. On average, less than 1% of both "passion" brands and conventional brands' Facebook followers actively engaged with the brands, and only one of the 200 brands studied managed an engagement rate of better than 2%. "Brands we think of as sexy have almost as tough a slog as a laundry soap in getting their large fan bases to do something," Matthew Creamer writes. Advertising Age (tiered subscription model) (2/28) |  | WEBINAR: Be a Social Media Change Agent 2 PM ET on 3/1
Featured Guest: Brian Solis, Principal Analyst, Altimeter Group
Attend this webinar to learn how to use social media to improve your customer experiences and brand relationships — including, translating activity and conversations into insights, how social media drives customer expectations and aligning internal teams and functions. Register. | | | - Teens want their MTV social media mobile app
Digital agency AKQA has developed a social media mobile application for fans of MTV. The "MTV Under the Thumb" app introduced at Mobile World Congress in Barcelona, Spain, will be offered free-to-paid and will allow shared viewing of content and live chat, and it becomes a remote control when hooked to a larger monitor. Adweek (2/28) |  | The Plum Card®
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  | | | Research and Reports | | | |  | - India, Indonesia to help fuel social media's global rise this year
 There were 1.2 billion social network users around the world in December, and that number will likely rise to more than 1.4 billion by the end of 2012, according to an eMarketer study. Much of that growth will be driven by users in emerging markets, with India and Indonesia expected to see by far the most growth in social media usage during 2012. eMarketer (2/29) |  | Forget Fear. Forget Money. Behind every disengaged employee is a leadership problem to be solved. Uncover different types of motivation, what works best on the job (hint: it isn’t rewards and punishments), and 4 coaching strategies that lead to engaged employees and better business results. Read the Free Report Now |
 | | | SmartPulse | | | |  | - Have you ever hired an outside social media expert to help with your business' social presence?
| No |  54.55% | | Yes |  45.45% | - Does your business need a social media expert?: Social media experts sometimes are derided as being unnecessary, but in a fast-changing field such as social media, having a dedicated specialist on your side can mean the difference between staying ahead and being left behind, Jeremy Victor writes. "[I]t doesn't really matter what title you give to the person ... you ask for help. All that matters is whether they have the requisite skills, experience and knowledge to help you win the battle for attention in the world in which we live today," Victor writes in SmartBrief's SmartBlog on Social Media.
- Which statement best describes your business' social media strategy?
 | We're attempting to reach a local audience within the U.S. | | We're attempting to reach a national U.S. audience | | We're attempting to reach a specific nation or region outside the U.S. | | We're attempting to reach a global audience | | We haven't taken audience location into account in our social media efforts | | We're not using social media |
| The Takeaway | | | |  | - What Sacha Baron Cohen can teach your brand about social media stunts
Sacha Baron Cohen made waves at the Oscars by accosting TV host Ryan Seacrest while playing a character from his movie "The Dictator." The nature of the stunt forced media outlets to pay attention to Cohen -- and plenty of social buzz followed. But since the amount of negative comments nearly equaled the number of positive reactions on social channels, brands should think twice before deciding to follow in Cohen's outrageous footsteps, Murray Newlands writes. SmartBrief/SmartBlog on Social Media (2/29) - How Unilever uses social media to reach Latinas
Unilever uses bilingual analysts to create social media campaigns that cater to the needs and interests of the Hispanic community in an effort to reach Latina consumers, Unilever's Russel Lilly says. That led the company to develop its Vivemejor Facebook fan page, now one of the largest Spanish-language pages targeting U.S. Hispanics. "We speak to Latinas in Spanish and more importantly, provide compelling content and tips that can help them in their everyday lives," Lilly says. ClickZ (2/28) - Want to make your brand more social? Dive right in
Forget devising complex social media strategies; the best way for businesses to get started on social media is for them to simply take the plunge, says Alltop.com founder Guy Kawasaki. Social media is essentially free and very easy to get started with, so it pays to get your feet wet before you start formulating long-term goals. "Just dive in. ... It's very difficult to create goals and strategies for something like Google+ or Facebook or Twitter if you're not familiar with Google+, Facebook and Twitter," Kawasaki says. Inc.com (2/28) - Wealth, status affect a person's ethical outlook, study finds
Researchers found that people placed in high-status and high-income roles were more likely to take extra candy from children, more likely to cheat at dice games, more likely to drive inconsiderately and more likely to tell lies for personal gain. "Upper- and lower-class individuals do not necessarily differ in terms of their capacity for unethical behavior, but rather in terms of their default tendencies toward it," the researchers wrote. Wired.com/Wired Science blog (2/27)
 | [Twitter] has taken a stream of consciousness, analyzed it, bottled it and sold it for a profit."
--Justin Basini of data-privacy company Allow, as quoted by the Daily Mail  |
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| | | | | | | Recent SmartBrief on Social Media Issues: - Tuesday, February 28, 2012
- Monday, February 27, 2012
- Friday, February 24, 2012
- Thursday, February 23, 2012
- Wednesday, February 22, 2012
| | | Lead Editor: Jesse Stanchak
Editor at Large: Andy Sernovitz
Contributing Editor: Ben Whitford
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