David Armano: Social media is dead; long live social business

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May 7, 2012 CONNECT WITH SMARTBRIEF Share | Sign up | Archive | Advertise Today's Buzz  David Armano: Social media is dead; long live social business The social media era, in which social connections have reshaped the ways we work and live, is giving way to the more sophisticated era of "social business," David Armano writes. That shift will see companies finding ways to create shared value through social connections, and strategically applying social technologies to enterprise-level challenges. "[S]ocial business takes the foundation of social media and begins to build new economic models on top of it," Armano writes. Logic+Emotion (5/6)       Earn 2X rewards points on shipping costs with The Business Gold Rewards Card from American Express OPEN. Designed to earn Membership Rewards® points faster: • 3X points on airfare • 2X points on advertising, gas, and shipping • 1X points on everything else LEARN MORE AND APPLY Network Update    Klout to launch +K button for third-party sites Influence-ranking service Klout will roll out a +K widget for third-party websites this summer, says CEO Joe Fernandez. The button will let Web users personally vouch for a Klout user's influence and credibility with a single mouse click, although users will have a limited daily quota of +K clicks. "We think scarcity is important. ... You have to think about what's really influencing you," Fernandez said. Adweek (5/4)       Other News Buy Facebook stock? No, thanks, Warren Buffett says The Atlantic Wire (5/6)       On the Internet, page-loading delays can stop customers from buying. Download our free report 3 Proven Ways to Boost Transactions with Web Acceleration and learn how Limelight Network's front-end acceleration technology can improve Time to Actions. Ideas in Action    Brands go social in run-up to Mother's Day Brands such as 1-800-Flowers.com and Zales are launching digital campaigns in the run-up to Mother's Day. Zales is using Facebook as the key destination for traffic driven by broadcast, e-mail, print and Twitter campaigns, while 1-800-Flowers.com is using the social site to test marketing messages before deploying them on other platforms. "It allows us to really tweak and optimize the marketing messages and the products that will be featured throughout the rest of our marketing program," said 1-800-Flowers.com President Chris McCann. Adweek (5/4)       Why lesser-known Olympians are embracing social media For every Usain Bolt or Michael Phelps, there are flocks of Olympic athletes who will never become household names -- and that's where social media comes in. A strong social presence can help lesser-known athletes attract sponsors and maintain their brand between big events. "You're not getting all the TV time, so you have create your own story. ... Social media gives me a chance to do that," U.S. swimmer Ricky Berens says. Mashable (5/5)       Find your 25th hour — Want to boost your company's productivity? Microsoft is offering a workplace productivity survey to help you discover how to give your people more time to innovate, plus find ways to improve your company's productivity. Get the survey and see how you can get time on your side. Research and Reports    Global brands have a social media problem, report says Multinationals are finding it hard to forge a coherent social media strategy for multiple regional markets, according to an eMarketer report. Many brands' social media efforts emerged on an ad-hoc basis from local marketing efforts, making it harder to create consolidated strategies or to share insights. "As marketers work toward a social strategy, a plan for global management should be a key part of the discussion," report author Debra Aho Williamson says. eMarketer (5/4)       How does your background check process stack up? A recent survey of small businesses shows that 45% of respondents reported discovering a person who was untruthful or misrepresented information. Dare to compare your process to the best practices of employment screening in this free small business spotlight report. The Takeaway    How to give your brand a unique voice It's important for brands to develop a strong voice on social media channels, National Geographic's Brendan Hart says, but that doesn't mean relying on a single person to run everything. Rather, it's important to develop a cohesive team of content producers so that your social efforts can scale up without sacrificing brand identity, Hart says. SmartBrief/SmartBlog on Social Media (5/4)       Why social media tactics alone aren't enough Social media is a volatile, unpredictable environment for marketers, with even the biggest success stories marred by the absence of any meaningful way to calculate return on investment, Al Ries writes. "If you don't have the right strategy, good tactics won't help you very much," Ries writes. Advertising Age (tiered subscription model) (5/7)       Marketing Programs Offered by HBS Executives across the globe must keep pace with the latest technologies, trends, and strategies. In response to these challenges, HBS offers a collection of programs designed to help you take your organization's marketing efforts to the next level. Learn more. Social Shareable    Twitter users to become interstellar ambassadors Twitter users are being asked to send tweets into space as part of a project that will be staged at the Albuquerque Balloon Museum in September. Messages posted using the hashtag #tweetsinspace will be beamed at a recently discovered planet that scientists say has the potential to support life. Daily News (New York) (5/6)       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. Featured Content    Startup Rates Fall to Lowest Recorded Level Courtney Rubin What Every Small Business Needs to Know About Liability Nellie Akalp 6 Things Comedians Can Teach You About Public Speaking Mike Michalowicz Most Popular Headlines from Last Week Top Employee Time-Wasters and How to Prevent Them Royale Scuderi Should You Fire Someone for Having Too Much Debt? Courtney Rubin 6 Business Lessons From 50 Shades of Grey Rieva Lesonsky Results based on number of times each story was clicked by readers. Most Read  Top five news stories selected by SmartBrief on Social Media readers in the past week. Crafting a 4-point plan for social media success (The McKinsey Quarterly (free registration)) How Cadbury became a Google+ success story (FastCoCreate) LinkedIn to buy SlideShare for $118.8 million (The Wall Street Journal) Wil Wheaton gives a thumbs-down to YouTube's promotion of Google+ (GigaOm) Study: LinkedIn pummels other social networks in visitor conversions (Social Media Today) Results based on number of times each story was clicked by readers. Position Title Company Name Location Web Content Manager Corporate Executive Board Washington, DC Bloomberg Government Marketing Analyst Bloomberg Washington, DC Click here to view more job listings. Editor's Note  Check SmartBrief on Social Media updates all day via Twitter Don't settle for just one dose of SmartBrief on Social Media each day. Follow @SBoSM on Twitter and get great social media news and best practices stories all day long.       SmartQuote  [S]ocial, like all media, is a tactic. What concerns me is that too many marketers have elevated tactics -- especially those of social media -- to the level of strategy." --Al Ries, writing in Advertising Age       SmartBrief delivers need-to-know news in over 100 targeted email newsletters to over 3 million readers. All our industry briefings are FREE and open to everyone—sign up today! Accounting Advertising Automotive Aviation & Aerospace Biotechnology Business Chemicals Construction & Real Estate Consumer Packaged Goods Distribution Education Energy Finance Food Service Health Care Insurance Legal Manufacturing Media & Entertainment Nonprofit Retail Technology Telecommunications Travel & Hospitality   This SmartBrief was created for ignoble.experiment@arconati.us   Andy Sernovitz, Editor at Large Andy Sernovitz is the author of "Word of Mouth Marketing: How Smart Companies Get People Talking" and the fantastic blog "Damn, I Wish I'd Thought of That!" He runs WordofMouth.org, where marketers and entrepreneurs learn to be great at word of mouth marketing, and SocialMedia.org, the community for social media leaders at the world's greatest brands. He taught word of mouth marketing at Northwestern and internet entrepreneurship at Wharton.   Subscriber Tools SIGNUP   SEND FEEDBACK   E-MAIL THIS BRIEF Today's Brief - Permalink | Update account information | Change e-mail address | Unsubscribe | Print friendly format | Web version | Privacy policy Suggest a story: VIA E-MAIL   VIA TWITTER     Advertise Associate Publisher:  Dena Malouf 202-407-7837 Download Media Kit Job Board:  Jackie Basso 202-407-7871   SmartBrief Community: Most Clicked Facebook Twitter Blog Publish your Press Release Who's Hiring LinkedIn Get this RSS Feed Search Archive Grab this Widget About Download a SmartBrief Mobile app today     Recent SmartBrief on Social Media Issues: Friday, May 04, 2012 Thursday, May 03, 2012 Wednesday, May 02, 2012 Tuesday, May 01, 2012 Monday, April 30, 2012     Lead Editor:  Jesse Stanchak Editor at Large: Andy Sernovitz Contributing Editor:  Ben Whitford     Mailing Address: SmartBrief, Inc.®, 555 11th ST NW, Suite 600, Washington, DC 20004     © 1999-2012 SmartBrief, Inc.® Legal Information