Brands that create successful fan communities do so by focusing more on their users than on their products, SmartBrief's Jesse Stanchak writes. Coca-Cola focuses on happiness, not soda; Slim Jim's community is founded on guy culture, not beefy snacks; and Kodak talks about photography and art, not just film. "There's a larger conversation out there that their brand can take part in, once they find the niche that grants them access," Stanchak writes.
Brand journalism has a undeserved bad reputation for being ethically dubious and producing poor content, David Spark writes. Good brand journalists abide by the same ethical and professional standards as conventional journalists, and can help companies develop the high-quality content they need to prosper on the social Web, Spark writes.
Facebook's recent changes signal that the network wants marketers to create mobile social media applications, David Berkowitz writes. The site's overhaul includes features such as persistent posting to users' timelines and customizable social actions that seem designed to make mobile apps more attractive to brands and users. "Facebook just provided a lot more motivation for marketers to release mobile apps with social hooks," Berkowitz writes.
Virgin America is working with Loopt to offer prizes to anyone who checks in at the T2 terminal at San Francisco International Airport. Travelers can win free flights, hotel stays and snacks at terminal restaurants.