 | | | Today's Buzz |  | | |  | - GM puts the brakes on paid Facebook campaigns
General Motors spent $10 million on Facebook ads last year, but the automaker says it won't be giving the social network another cent for paid ads. Officials say they've determined that paid Facebook ads are largely ineffective when it comes to shaping consumers' auto-buying decisions, so the company will focus its efforts on engaging Facebook users via unpaid brand pages. "Facebook continues to be a really effective tool for engaging with our customers," GM's Tom Henderson said. The Wall Street Journal (5/16), Advertising Age (tiered subscription model) (5/15)       - We still like Facebook, Ford exec says: Facebook is a "growing and critical part" of Ford's marketing, says Matt VanDyke, the automaker's director of marketing communications. Skeptics such as General Motors simply haven't got the right mindset for social marketing, VanDyke argues. "You won't make the right choices if you view Facebook as an advertising network. You can't just pick up advertising that would run somewhere else and put it on Facebook as an ad banner," he says. Forbes (5/15)
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If Google can harness an "integrated socially enhanced search engine," it has a shot of activating all those inorganically grown and dormant users of its Google+ social network and chipping away at Facebook's lead, Agustino Fontevecchia writes. Trading on Google's core search competency could make Google+ an even friendlier place for display advertising, pre-empting Facebook's attempt, Fontevecchia writes. Forbes (5/15) |  | 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. |
 | | | Ideas in Action | | | |  | - Milk marketers launch a social media breakfast club
The marketers behind the "Got Milk?" campaign are going social, with a team of Twitter users logging on every weekday between 8 a.m. and noon to track and respond to mentions of the dairy product. Using the @MilkMustache Twitter handle, Weber Shandwick staffers banter about milk, and even arrange emergency milk deliveries for influential Twitter users. "We realized there were millions and millions of conversations happening about breakfast every morning. It's a bonding time for families," Weber Shandwick's Melanie Strah says. Mashable (5/15) - White Castle's social media campaign brings a lawsuit
Humor website JibJab has slapped White Castle with a $2 million lawsuit over a Twitter and Facebook campaign in which the fast-food chain is accused of using the JibJab brand to promote its products. White Castle published tweets and bought Facebook ads to capitalize on JibJab's inclusion of its Chicken Rings on a ranking of unpleasant fast-food items. "White Castle appears to have hit on a clever social marketing idea ... but it hit a trip wire when it used the Jib Jab name," Jeff John Roberts writes. PaidContent.org (5/15) - Xerox takes a tactical approach to social media
Xerox's social media experimentation appears to be paying off. The company has been selectively allocating 5% of its marketing budget to work with Twitter, Facebook, LinkedIn and, most recently, Pinterest, according to Xerox Chief Marketing Officer Christa Carone, who recently raised eyebrows by expressing skepticism about selling $5 million systems to chief information officers via Facebook connections. And yet, recent experiences are softening her to social media use. "When I look at this from a business-to-business perspective ... I say 'OK, paid Twitter promotion activity can be effective in a very tactical way.' " ClickZ (5/15) |  | Discover Balanced Travel at Element Hotels
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  | | | Research and Reports | | | |  | - Study: More Brits contact brands via social media
Up to 18 million Web users in the U.K. have used social media tools to make contact with brands, according to a study by Fishburn Hedges and Echo Research. Thirty-six percent of those polled said they had contacted brands via social media channels, up from 19% in a poll conducted eight months earlier. TheNextWeb.com (5/15) |  | Download Forrester Research, Inc.'s April 2012 report: SMB eCommerce Solutions 2012, A Guide To Selecting Your eCommerce Solution written by Brian K. Walker. Learn which SMB eCommerce solution you should consider for your business. For example, Forrester expects to see the advent of full-service offerings such as Amazon's suite of solutions. Download your complimentary copy now. |
 | | - How important is mobile to your social media strategy?
| Very important |  41.75% | | Not at all important |  22.33% | | Somewhat important |  20.39% | | Not particularly important |  15.53% | - Does your company archive its social media activities?
 | Yes -- we archive everything ourselves | | Yes -- we pay an outside firm to archive everything for us | | No |
- Social media offers brands an opportunity to succeed, and to fail
Social media offers brands infinite possibilities for creative marketing, and for making missteps that become politicized, writes Gabriel Beltrone. "Social media is a pressure cooker. The hundreds of thousands, or millions, of people out there are going to take your idea, and they're going to try to shred it or tear it apart and find what's weak or stupid in it," Blogads CEO Henry Copeland says. Adweek (5/15) |  | |  | | The Buzz(CORPORATE ANNOUNCEMENTS)
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 | We look at marketing as an engagement tool."
--Christa Carone, chief marketing officer at Xerox, as quoted by ClickZ |
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| | | | | | | Recent SmartBrief on Social Media Issues: - Tuesday, May 15, 2012
- Monday, May 14, 2012
- Friday, May 11, 2012
- Thursday, May 10, 2012
- Wednesday, May 09, 2012
| | | Lead Editor: Jesse Stanchak
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Contributing Editor: Ben Whitford
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