   | | - Yelp IPO starts with a bang
Yelp offered 7.15 million shares at $15 a share in its initial public offering today, only to see the shares increase in value by 66% in the first half-hour of trading. The business review service has an IPO market valuation of $898.1 million and it raised $107.25 million, yet some market watchers say they are concerned that Yelp hasn't shown a profit in its eight years. "My primary concern is the current competition and the new players that will enter this space," said Scott Sweet from IPOboutique.com. The New York Times (tiered subscription model)/Dealbook blog (3/1), USA TODAY/The Associated Press (3/2)       |  |  |  | | See how Cardmembers use American Express OPEN Cards to help run their business:
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  | | | Network Update |  | | |  | - Facebook's corporate culture starts to show internal divisions
Facebook Chief Operating Officer Sheryl Sandberg has brought many changes to the company -- including the addition of many powerful executives with ties to her, sources say. The privileged status of these "Friends of Sheryl Sandberg," say former Facebook employees, is setting the stage for possible changes to the social network's corporate culture. "You can't really cross a FOSS," says one former senior manager. CNNMoney.com/Fortune (3/2) - Crunch the numbers to find how many Facebook fans see your content
Facebook's page insight function can show how many fans a page is actually reaching, Kevin Evanetski writes. Dividing the number of fans by your reach score yields the average organic reach per page post. For example, a page with 14,891 fans and a reach of 5,718 will organically reach 38% of those fans with each post. Facebook's research shows that, on average, Facebook page content is seen by 16% of fans, he writes. AllFacebook.com (3/1) - Coca-Cola's key to effective social media monitoring
 Coca-Cola finds that focusing on a few select topics and applying clear baseline metrics are essential to keeping tabs on social media conversations concerning its hundreds of products in 206 countries, says Coca-Cola's Natalie Johnson. Designating a listening "champion" in various departments helps generate buy-in across the company, she adds. SmartBrief/SmartBlog on Social Media (3/2) - Macy's revamps Facebook page and expands social media
Macy's is leveraging the new timeline feature in Facebook to reach even more customers. Jennifer Kasper, Macy's group vice president of digital media and multicultural marketing, told Marketing Daily that Macy's will expand its social media offerings through Pinterest, Tumblr and mobile apps. "We did a recent survey, and 40% of the responses we got were through mobile. That was a reality check for us! Mobile is a preferred way of reaching them," Kasper said. MediaPost Communications/Marketing Daily (3/1) | Research and Reports | | | |  | |  | Consumer Insights Your Brand Needs to Know: Latest Trends in Behavioral Advertising
Learn what brand managers, advertisers, as well as networks, agencies, and publishers need to know about consumer survey insights into behavioral ad serving, also known as interest-based advertising. Learn more today! |
 | | - Ditch the script for a better podcast
Reading from a script can be deadly for a podcast, writes Swede White. Instead, outline talking points to sound conversational. Begin with humor, or a hook of some sort to draw listeners in, and avoid long lists and complicated numbers. Don't forget to give listeners a website to visit for more details or continuing conversations, White concludes. RepCapitalMedia.com (3/1) - Get personal with customers to improve service
Social media can help companies cultivate personal relationships with customers. Wharton professor Kartik Hosanagar recounts the story of a Zappos customer service rep who sent a truck to pick up a pair of shoes the customer didn't have time to return because her mother had died. The challenge is continuing that one-on-one relationship in the real world, Hosanagar notes. Knowledge@Wharton (2/23) |  | |  | | The Buzz(CORPORATE ANNOUNCEMENTS)
 | | | Interested in learning more about advertising with SmartBrief? Click here for detailed industry information and media kits.  | | |  | |  |
| | - Whole Foods testing automated cart to help you with your shopping
A company called Chaotic Moon is developing a prototype for a shopping cart that will follow you around a grocery store while you browse items, while keeping track of what's left on your shopping list and even checking you out when you're ready to leave. The high-tech cart -- which is being developed for Whole Foods -- relies on Microsoft Kinect sensors, a Windows 8 tablet and a UPC scanner. More than 300 companies are using Kinect on Windows to develop commercial applications, according to Microsoft. SmartPlanet.com/Smart Takes blog (3/1), GeekWire (2/27)
 | Rather than trying to train our customer service people to speak online, we took makeup artists and beauty advisers and taught them."
--Dennis McEniry, president of Estee Lauder’s online business, as quoted by Knowledge@Wharton  |
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| This SmartBrief was created for ignoble.experiment@arconati.us |
| | | | | | | Recent SmartBrief on Social Media Issues: - Thursday, March 01, 2012
- Wednesday, February 29, 2012
- Tuesday, February 28, 2012
- Monday, February 27, 2012
- Friday, February 24, 2012
| | | Lead Editor: Jesse Stanchak
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