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Thursday, March 12, 2015

[RED DEMOCRATICA] Social data show ebb and flow of online influence


Apple's Twitter ads may have been bid to prevent "brand-jacking" | Facebook lets advertisers mine topic data | Brands learn the power of having a personality
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March 12, 2015
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Apple's Twitter ads may have been bid to prevent "brand-jacking"
Apple spent serious money to buy Twitter's top ad spots during its Apple Watch announcement, possibly to prevent rivals from poaching its buzz. "Apple has been forced into a 'defensive' move towards advertising on Twitter," Ewan Spence writes. Forbes (3/12), Internet Retailer (3/10)
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Facebook lets advertisers mine topic data
Facebook is giving brands free access to a wealth of topic data from posts, essentially allowing them to mine the site for keyword mentions. The tool should help marketers create more focused ads, and could aid in product development, Facebook's Matt Idema says. Re/code (3/10)
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Brands learn the power of having a personality
Arby's success on Twitter is due to its ability to project a clear and compelling personality through its tweets, Tessa Wegert writes. That's something other brands should seek to emulate in all their customer-facing messaging, Wegert writes. ClickZ (3/12)
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5 tips for managing negative online comments
The Internet gives your customers a voice online, but what can you do when that voice is yelling negative comments? With 5 tips, you can learn how to positively respond and help direct the conversation. Read the article and learn the 5 ways to respond positively.

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Behind the video distribution strategy of "@TheBuzzer"
Selecting the right social platform to publish and distribute videos is critical for Fox Sports' "@TheBuzzer" show. The show uses Twitter to publish videos on current topics that are happening now, while Facebook works for day-old stories and YouTube is selected for longer-term, lasting content, said Producer Michael Jankolovits. Digiday.com (3/12)
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Social network says it will show its users the money
Users who sign up for social media site 8 will get 80% of the revenues from ads sold against their content, the site says. "This is the first social network with real transparency about its business model," investor Boris Jordan says. The Wall Street Journal (tiered subscription model)/CMO Today blog (3/12)
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Measurement MattersSponsored By
Jimmy Fallon's YouTube videos could bring in millions for NBC
NBC doesn't run ads on YouTube because it won't agree to Google's revenue-sharing requirements, but an analysis by Mike Henry of OpenSlate showed that Jimmy Fallon's channel alone could bring in at least $500,000 in monthly revenue for the network. NBC Entertainment's Rob Hayes said that using YouTube without ads allows NBC to learn about how it works before potentially establishing a revenue-sharing relationship with the company. The Wall Street Journal (tiered subscription model)/CMO Today blog (3/11)
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Social Shareable
Gator on course doesn't stop Florida golfers
Golfers at a club in Florida were startled this week when an alligator estimated to be 12 feet long wandered onto the putting green. The reptile's arrival didn't stop a women's tournament, though. "If we stopped playing because of alligators, we'd never have golfers," general manager Mickie Zada says. Reuters (3/11)
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A human's personality might be largely innate. For brands, it must be crafted -- molded from the moment the brand is born, and by every message it shares moving forward."
-- Tessa Wegert, writing at ClickZ
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 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.
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