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Social Networks

10 Client Delusions About Social Media


We all know that social media is extremely important and that every PR pro worth his or her digital salt will be up-to-date on the latest changes from the major networks as well as upstarts that may soon become essential tools…or  not (see Ello, Instagram, Pinterest, etc.).

Beyond those basic facts, however, there’s lots of disagreement among both industry veterans and clients: who “owns” social? Which networks are best for which clients/campaigns? How can one satisfy clients demanding ROI?

The founders of Santa Monica-based agency [made to order] recently focused on the client side, asking followers and colleagues to help compile a list of the most stubborn social media myths on Facebook  and Twitter using the tag #SocialDelusions.

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Now That Paper Broke The Internet, Where Does It Go From Here?

kim-kardashian-paper-magazine1Paper magazine set out to #BreaktheInternet with their racy cover of Kim Karashian (and the fully nude photos that were later revealed).

It was certainly a publicity win for Kim Kardashian. She was all over the internet, the hashtag was trending for days, and experts say her brand will not be tarnished in the least by any ensuing controversy.

And for Paper – which normally doesn’t get this sort of mass play — this cover put the arts and culture magazine’s name on everyone’s screens. The key will be taking this buzz and making it last longer than 15 minutes.

We got in touch with the outlet to find out what sort of impact this cover had and what they’re going to do to build on their newfound notoriety. Read more

The Only #BreakTheInternet Response You Need to See

You know that a certain someone whose name we should probably include for SEO purposes managed to win the attention of everyone on and offline with a little tastefully exposed flesh this week.

BuzzFeed alone managed to turn the “event” into at least ten different blog posts, and various Internet peoples have had a good time altering the resulting images (as if they weren’t already Photoshopped enough).

Inevitably, “brands” began to use the hashtag to promote themselves, as we now expect them to do when such stunts occur. But the only one that impressed us came from the least likely source: The Metropolitan Museum of Art.

Some people felt like the Met degraded itself in some way by joining the hashtag frenzy, and we can’t quite put our fingers on why this one seems effortlessly cheeky when the “memes” promoting cars and zoos and airlines felt desperate.

We would say that it’s the last thing you’d expect from such an established institution, but then we remembered that the Met had something to say about the 10th anniversary of Mean Girls as well. Met Store aside, this “brand” doesn’t even really sell consumer products — it sells experience and reputation.

So maybe the lesson here is “break the rules and surprise people, but don’t try too hard?”

Pinterest Media Partnerships Exec Talks Stats, Updates and Priorities


Pinterest has captured the fancy not only of skiers, gourmet cooks and brides-to-be, but also media executives thanks to its high referral traffic. Robert Macdonald, an avid skier recently hired to head Pinterest’s media partnerships said the platform’s dynamic reminds him of when he used to find and clip ski images from magazines, then saved them for future reference. In his new role he’s focused on ecommerce and monetization plans for Pinterest.

While those programs are still a work in progress, Macdonald spoke recently at Association of Magazine Media/ MPA’s Audience 2.0 event in New York. There he discussed Pinterest’s mojo, key statistics and analytics, latest and planned features, how it’s different from other social platforms, and future priorities, such as video.

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Here’s Why You Shouldn’t Automate Your Social Media Responses

The good people at Cision asked an important question last night:

We’d like to flip it a bit: how can social media managers PREVENT a crisis?

First of all — as Bill Cosby, Robin Thicke, JP Morgan, Dr. Oz and any number of others can tell you — don’t schedule an open-ended Q&A on Twitter or anywhere else if there is anything approaching a controversy surrounding your business or personality.

Second, as the New England Patriots showed us last night: don’t automate your responses unless you are damn sure your “filter” works perfectly.

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#AlexFromTarget Talks About His New Life (and Not All of It Is Great)

Alex TargetIt’s been an eternity in Internet time, but it’s actually only been about a week and a half since the first #AlexFromTarget tweet was sent. Since then, the hashtag famous Alex has become famous IRL, with an appearance on Ellen, paparazzi tailing him, and 733,000 Twitter followers.

And while we’re still confused about what the heck prompted this whole thing, there have been some clear repercussions for Alex himself.

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The Only #AlexFromTarget Lesson Worth Learning

Here’s a super-quick clip from Fast Company in which Senior Editor Jason Feifer explains the only real lesson brands can learn from Alex and the brouhaha that followed his viral breakthrough. Stick with it for a minute:

Unlike Dorothy, most people on the Internet have no interest in seeing the man behind the curtain. We literally DO NOT CARE.* We also don’t appreciate brands claiming ownership of things they didn’t create, which is why Target’s hands-off approach works in this case.

*This statement might not apply to trade bloggers, but who pays attention to them anyway?

TD Bank’s Social Media Balancing Act

TD Bank ATM Machine Cropped“TD Bank has a subtle approach as a consumer-facing bank. In July we turned ATM’s into “thanking machines” to reward customers. We also offer coin changers, lollipops and dog treats”, said Albert Raymond, TD’s head of U.S. privacy and social media compliance. But as part of the regulated financial industry, TD Bank takes serious measures with social media.

Raymond discussed TD’s social media programs and the tradeoffs involved at a recent BDI Summit on the future of financial communications in New York. “Compliance and social media are now higher profile topics, but financial companies take an inherently conservative approach to the use of technology and social media since there’s a strong trust factor involved”, he said.

“FINRA (Financial Industry Regulatory Authority) offers guidance on social media, though there haven’t been major changes from the offline world”, Raymond said. “We still must monitor and retain customer communications. Financial orgs have a playbook with 7 areas serving as a social media reference point so financial companies don’t need to create programs from scratch.”

Other selected comments from Raymond provide clues regarding how TD Bank handles social:

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Everyone Still Confused by #AlexFromTarget

Alex Target

Beyond the regular old midterm elections, the big story last night concerned a certain guy who works at a certain Target location in Texas — and the agency claiming responsibility for his viral status.

Breakr, which told the world last night that it is “not a marketing company” but “a multi-platform entertainment network for gen-z and millennials,” took credit for the whole “event” in a LinkedIn post and an interview with Chris Matyszczyk of C|Net, claiming that the “experiment” demonstrated its ability to make something go viral with the help of a few overexcited teenage girls.

Reality looks a bit less newsworthy.

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Global Internet Usage Passes the Three Billion Mark

That’s the big takeaway from a study published by “global conversation agency” We Are Social and data company InternetLiveStats today.

The general trends won’t surprise you, but they’re worth a review:

Some more interesting findings: mobile is even more here than we thought: an estimated 3/4 of the 3 billion people who access the Internet do so via mobile device. These numbers are even higher for socially connected users…and they’re rapidly increasing, of course.

The only surprises concern international audiences, but they’re worth noting: when it comes to total membership, networks we use every day like LinkedIn and Instagram rank far below others like QZone, WeChat and, yes, Google+.

Snapchat isn’t even on the list.

In other news, this is the number of emails supposedly sent so far today.

emails today

Honestly, now: how many of them really needed to exist?