Coke campaign goes viral for all the wrong reasons

IPhone users gain access to Facebook Live Video | Periscope has potential to bring brands, fans closer | This guy helped Trump take off on Twitter Created for ignoble.experiment@arconati.us |  Web Version ADVERTISEMENT January 29, 2016 CONNECT WITH SMARTBRIEF          SIGN UP ⋅   FORWARD The Big Story IPhone users gain access to Facebook Live Video (JOEL SAGET/Getty Images) Facebook is expanding Live Video to all iPhone users, beginning with those in the US, in a move that significantly increases access to its live-streaming video service. "[I]ts customers already watch 100 million hours of video every single day. If all goes according to plan, the next 100 million will come from videos they create themselves," writes Brian Barrett. Adweek (1/28),  Wired.com (1/28)           Social Media Marketing in 2016 Marketing is no longer based entirely on planned campaigns. The most effective strategies are now powered by real-time moments that require brands to be agile and creative on the spot. Download a checklist and planning guide for insights on using real-time marketing to reach your goals in 2016. Download Now Advertisement Connecting & Collaborating Periscope has potential to bring brands, fans closer Video streaming has the potential of connecting brand and their fans more intimately, writes Carolyn Heneghan. She cites the examples of Nestle, Periscope's first sponsored stream adopter, and Doritos, which hosted a live competition as part of its #DoritosRoulette campaign. Food Dive (1/28)       This guy helped Trump take off on Twitter (Christopher Furlong/Getty Images) Donald Trump's Twitter success is the brainchild of Justin McConney, a former art student who worked as an editor for Trump's Miss Universe franchise and on "The Apprentice." McConney reportedly has said his strategy has been to promote Trump's authenticity and to give him free rein to make statements. Re/code (1/27)         Introducing: The Four New Rules of Brand Influence The landscape has shifted. People simply trust brands less and trust experts more when it comes to deciding what to buy. Discover how connecting with the right influencers and getting them talking about your brand builds relationships and trust, and strengthens influence. Download the eBook ADVERTISEMENT Marketer Moments Coke campaign goes viral for all the wrong reasons (Patrick Kovarik/AFP/Getty Images) Coca-Cola's "Taste the Feeling" GIF tool has been hijacked by Tumblr users, who are posting inappropriate messages over video clips of youngsters drinking the firm's beverages. "The lesson here is to never let the Internet customize anything because you'll always end up with a poop joke," writes Jordan Valinsky. Digiday.com (1/27)         Platform News How Facebook's values affect its moderation of speech Facebook espouses extreme free speech, fused with a peculiarly American prudism, essentially the values "of the early Web, moderated by capitalist conservatism," writes Caitlin Dewey. That matters because Facebook is the arbiter of what can and can't be said on its platform. "[T]he values Facebook ends up imposing on its 'community' of 1.55 billion people are not agreed upon by many -- perhaps even most -- of them," Dewey writes. The Washington Post (tiered subscription model) (1/28)       Measurement Matters Why brands should put engagement before reach Brands need to learn that engagement matters more than absolute reach when it comes to social metrics, says SocialRank founder Alex Taub. "Most brands, they've been building these massive audiences over the past five to 10 years, but they're not doing anything with these people," he says. National Public Radio (1/28)       Social Shareable Feminist pioneer was first European female to reach Canada's West The first European female to arrive in western Canada was a 15-year-old Scottish girl who posed as a male laborer to earn a wage from the Hudson's Bay Co., Ailsa Ross writes. Isobel Gunn, now seen as a pioneering feminist, trekked 1,800 miles across the wilderness and won plaudits for her work ethic, only to be revealed as a woman and sent back to Scotland in disgrace, Ross writes. Atlas Obscura (1/27)       JOBS powered by Culinary Support Specialist (Managing Chef) PENNSYLVANIA STATE UNIVERSITY - University Park, PA View More Listings | Post a Job The myth of the social network as a neutral space is crumbling. Microsoft Research's Tarleton Gillespie, as quoted by The Washington Post        Andy Sernovitz, Editor at Large Andy Sernovitz is the New York Times best-selling author of "Word of Mouth Marketing: How Smart Companies Get People Talking" and the 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.   Sign Up SmartBrief offers 200+ newsletters Advertise Learn more about the SmartBrief audience Subscriber Tools: Manage Subscriptions Unsubscribe Send Feedback Archive Search Contact Us: Advertising  -  Dena Malouf Jobs Contact  -  jobhelp@smartbrief.com Editor  -  Ambreen Ali Contributing Editor  -  Ben Whitford Mailing Address: SmartBrief, Inc.®, 555 11th ST NW, Suite 600, Washington, DC 20004 © 1999-2016 SmartBrief, Inc.® Privacy policy |  Legal Information