   | | | Today's Buzz |  | | |  | - Why small social networks are a big deal
Social media promised to deliver low-cost word-of-mouth marketing on a massive scale, but brands are realizing that scale isn't everything, Ben Kunz writes. Smaller social networks such as Path and Pinterest can't rival Facebook's reach, but they offer a chance to tap into more focused, higher-quality social connections, Kunz writes. To exploit these narrower networks, marketers will have to adopt new strategies, perhaps including a greater focus on paid ads, he argues. Bloomberg Businessweek (4/19)       | Network Update | | | |  | - Facebook to expand analytics for advertisers
Facebook is set to expand its analytics tools for advertisers to allow brands to measure a wider range of Facebook actions. At present, brands can monitor only page links or application installations; the expanded system will allow marketers to measure elements such as comments, shares, app uses and specific actions within an app, Facebook's David Baser says. The update will also allow advertisers to link customer Facebook activity to ads viewed as long as 28 days earlier. Adweek (4/18) | Ideas in Action | | | |  | - Brands see golden opportunity for social buzz at London Olympics
Advertisers are eyeing this year's London Olympics as an opportunity to build their brand's social reach, agency executives say. Brands such as Procter & Gamble, Coca-Cola and Samsung are developing campaigns focused on winning Facebook and Twitter followers and generating shared media. "If you can figure out how to build communities around your brand, it's really powerful," Samsung's Ralph Santana says. Reuters (4/19) - Coke, Spotify team up for Facebook campaign
Coca-Cola is partnering with Spotify for a Facebook campaign that will see the beverage-maker integrate Spotify's music player into its profile pages. Spotify also will provide the technology powering the "Coca-Cola Music" campaign. "Coca-Cola is the most recognized and respected brand in the world, and we are proud to be their music partner," Spotify CEO Daniel Ek says. Variety.com (free content) (4/18)  |  | Interactive marketers are feeling the pressure from government to offer clear, transparent privacy regulations for consumers. This free whitepaper, discusses various legislation, such as the EU Cookie Directive, and outlines how marketers must comply while offering a positive and enriching consumer interaction via the new paradigms of consensual targeting. Get the free whitepaper here. |
 | | | Research and Reports | | | |  | - Foursquare helps researchers rethink the concept of neighborhood
Researchers at Carnegie Mellon University are using Foursquare's check-in data to develop "social proximity" maps of New York, San Francisco and Pittsburgh neighborhoods. The maps offer a finer resolution than typical neighborhood definitions, grouping people by location but also by activities and other social data. "It's a really interesting way to see a snapshot of the structure of the city," researcher Justin Cranshaw says. MIT Technology Review online (4/18) |  | Leveraging Cloud Security to Weather Threatening Storms
Web attacks and retribution campaigns are on the rise, and they have become more frequent, more random and more extreme. This paper assesses the current cyber threat environment and discusses the use of distributed cloud services as an effective means to protect against evolving, modern-day IT threats. |
 | | - Twitter tips from Mitt Romney's campaign
Republican Mitt Romney's presidential-campaign team is getting a handle on Twitter and Facebook, officials say. The Romney campaign sees Twitter as a real-time force-multiplier for its messages, helping to shape and sustain the offline media conversation. "Twitter is as it happens, and Facebook is the next day, and you optimize everything else for Google the day after," an unidentified senior Romney aide said. BuzzFeed (4/18) - Stealing from the police? Don't tell Facebook
Michael Baker found himself in trouble with the law after updating his Facebook profile with a photo of himself siphoning gas from a police cruiser. The 20-year-old was charged with theft by unlawful tanking and spent the night in jail. Mashable (4/19)
 | Human networks, like words in English, have long tails of diminishing usage."
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| | | | | | | Recent SmartBrief on Social Media Issues: - Wednesday, April 18, 2012
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- Thursday, April 12, 2012
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