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August 30, 2011
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Today's Buzz 
  • How @Irene took Twitter by storm
    Twitter user @Irene -- that's Irene Tien, a product strategist at Huge -- took the social network by storm last week when she started using the account for first-person tweets purporting to be from Hurricane Irene. The ad-hoc parody was the brainchild of Huge's marketing division, and was carefully gauged to entertain and educate without being insensitive to those affected by the disaster, Tien writes. "If we had tried to be promotional or take advantage of the opportunity for our own ends it would have failed," Tien writes. Advertising Age (tiered subscription model) (8/29) LinkedInFacebookTwitterEmail this Story
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Ideas in Action 
  • Google+ is an "identity service," Eric Schmidt says
    Google+ won't allow users to register with pseudonyms because the social network is designed to work as an "identity service," Google Chairman Eric Schmidt says. Google aims to use Google+ to build out other products, using the social site as a "reputation engine" and real-ID manager, Schmidt says. "The Internet would be better if we had an accurate notion that you were a real person as opposed to a dog, or a fake person, or a spammer or what have you," Schmidt says. GigaOm (8/29) LinkedInFacebookTwitterEmail this Story
  • Auto dealers turn to Twitter, Facebook
    Car dealerships are using social media tools such as Facebook, Twitter and YouTube to reach out to customers. Dealers have had to learn new ways of getting customers' attention without giving them a hard sell, says Mariel Rodriguez, Internet sales manager at a Toyota dealership in Rochester, N.Y. "It's more of a way of building a relationship with customers and not so much of selling them a car," Rodriguez says. Rochester Democrat and Chronicle (N.Y.) (8/30) LinkedInFacebookTwitterEmail this Story
  • Yelp rethinks deal business
    Online rating service Yelp, a clearinghouse of user reviews of venues and services, is scaling back in the local-deal space. Analysts suggested that the move, and a similar plan by Facebook, indicates that the market for online discounts and coupons is getting too crowded, overwhelming consumers and merchants. Bloomberg (8/30) LinkedInFacebookTwitterEmail this Story
  • Delicious founder launches new social project
    Joshua Schachter, founder of Delicious, says he has a new social project up his sleeve: Jig, a network that Schachter describes as social transaction hub. The site puts a practical spin on the social-Q-and-A model, with users posting specific problems and soliciting solutions from their social graph. All Things D (8/29) LinkedInFacebookTwitterEmail this Story
The bar for personalization is rising
49% of consumers say they will likely become repeat buyers after a personalized shopping experience. To explore the latest trends in personalization, privacy and customer loyalty, download The State of Personalization 2022 report.
The Takeaway 
  • Social media is dead; long live social media
    The first era of social media is drawing to a close, with the major networks' explosive growth leveling off and customer expectations changing, Brian Solis writes. This presents an opportunity for brands to reassess their social strategies and refocus on finding ways to leverage the maturing social ecosystem, Solis argues. "The end of Social Media 1.0 is the beginning of a new era of business, consumer engagement, and relevance," he writes. (8/29) LinkedInFacebookTwitterEmail this Story
  • How to build a social media dream team
    Getting your company to embrace social tools means building support from certain key players first, SmartBrief's Jesse Stanchak writes. Lawyers, HR executives and customer-service champions can make powerful allies when campaigning for social media adoption, Stanchak writes. SmartBrief/SmartBlog on Social Media (8/30) LinkedInFacebookTwitterEmail this Story
  • Curate your way to a better community
    Content curation is a powerful community-building tool, Sean Carton writes. Finding content your followers care about requires you to understand and serve their interests, helps to delineate your community's culture and niche, and creates a meaningful commitment and bond between the curator and the community at large. "Knowing your audience and understanding their needs are essential for curating a collection that's going to provide ongoing value over time," Carton writes. ClickZ (8/29) LinkedInFacebookTwitterEmail this Story
  • Use case studies to win over social media skeptics
    Social media is still finding its feet as a field, and there's a tendency for advocates to waffle rather than evangelizing effectively, writes Jonathan Rick. To win over skeptics, ditch the jargon and focus on providing specific case studies to demonstrate social media's true potential. "By unpacking social media's broad definition on a case-by-case basis, you will not only render it familiar to a client, but also present it as something entirely doable," Rick writes. Mashable (8/29) LinkedInFacebookTwitterEmail this Story

As volumes of data build up, marketing silos need to come down so that growth opportunities can be revealed. Read about how every customer is a potential marketer and how you can use social media to your advantage. To download the white paper, Drive Marketing Relevance in Today's Digital World, click here.

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Editor's Note 
  • Live Twitter chat with SmartBrief on Friday
    Sign on to Twitter at 2 p.m. Eastern on Friday to chat with SmartBrief on Social Media Editor Jesse Stanchak about the latest in social media news, trends and tools. Share your company's social media success stories, ask questions and meet other SmartBrief on Social Media readers. Include the hashtag #SBSocialClub in your tweets -- and don't forget to follow @SBoSM on Twitter. LinkedInFacebookTwitterEmail this Story
Position TitleCompany NameLocation
Sales Account ManagerThe Blue Book Building and Construction NetworkMultiple Locations, United States
Senior Digital Strategist (Account Director)APCO WorldwideSan Francisco, CA
Digital Marketing ManagerCurriculum AssociatesNorth Billerica, MA
Product Marketing ManagerSmartBriefWashington, DC
Click here to view more job listings.

It's jarring to see a first name and last name and profile picture next to someone that's only using a first name and no picture. I think that people with identity in the system will get trusted more."
--Joshua Schachter, founder of Delicious and Jig, as quoted by All Things D
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 Andy Sernovitz, Editor at Large
Andy Sernovitz is author of "Word of Mouth Marketing" and the word of mouth marketing blog/newsletter "Damn, I Wish I'd Thought of That." Andy is CEO of GasPedal, a company that teaches word of mouth and hosts the Word of Mouth Marketing Supergenius conference.

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