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Social Media Marketing & Community Management Study Guide #12May 24 2010 – May 29 2010Social Media Marketing
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When you remove the neutral statements, automated tools typically analysesentiment incorrectly. In our tests when comparing with a human analyst, the toolswere typically about 30% accurate at deciding if a statement was positive ornegative. In one case the accuracy was as low as 7% and the best tool was stillonly 48% accurate when compared to a human. For any brand looking to use socialmedia monitoring to help them interact with and respond to positive or negativecomments this is disastrous. More often than not, a positive comment will beclassified as negative or vice-versa. In fact no tool managed to get all the positivestatements correctly classified. And no tool got all the negative statements righteither. (Source:FreshNetworks)Source:Vincos.it
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Gathering fans on Facebook is an activity. How those fans chose to respond to youroffer, sign up for your newsletter, or buy your product (or not) is a result. Number offorum posts is an activity. How many of those forum posts converted newdownloads of your latest ebook is a result. (Even better if you can take it a stepfurther and show the ebook downloads that became leads). (Source:AltitudeBranding)
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According to new TubeMogul stats released by Mashable, Twitter is emerging as apowerhouse for online video referrals. Twitter has left sites like Facebook, Google,Yahoo and Bing in the dust with their average monthly growth in number of streamsreferred, as well as the average minutes of video watched per stream. (Source:SocialTimes)
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Domino's is the latest big brand to incorporate Foursquare as a promotions tool.The Ann Arbor, MI-based company has launched an initiative in the U.K. wherecustomers who use the geo-social application can earn free pizzas by accruing"check-ins" at store locations. (Source:ClickZ)
 
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VisitPA has partnered with Foursquare, and the marriage between the state and themobile location-sharing game has produced three Pennsylvania badges —Shooflyer, Retail Polka and 4 Score &7. Each aims to inspire Foursquare users totake road trips, traverse the state, and uncover the best eateries, shopping spotsand historical venues. (Source:Mashable)
Source:eMarketer 
Community Management
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Familiarize/evangelize first, target key execs (based on interest, relevance) andlayer your case to them by slowly acclimating them to social tools – for example,send relevant blog posts to them, interview (text/podcast/video) them for a blog,show how people react to them and the post, understand which metrics matter tothem, have them write a guest post… The idea is to give them what Beth Kantercalls ’scaffolding’ by encouraging small steps which push them just a bit more asthey learn and acclimate. It takes time but is worth the effort. (Source:Community-Roundtable)
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By leaving unhappy unaddressed, you risk degradation of your brand and hesitationin purchase intent. As the vendor, you need to know if there are any issues goingon. If there are issues, it’s critical from every aspect of your company and yourcorporate brand that they be addressed. There are positive ways of handling thesituation – and there are negative ways of handling it. (Source:CRM Mastery)
Emerging Trends and Technologies
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Facebook is experimenting with a new feature that appears in the right sidebarwhile a user browses the in-house Photos application. Called “Related Photos”, itdisplays two types of shots: photos from other albums by the person who uploadedthe shot you’re currently looking at, and additional photos of your friends who aretagged in the album you’re viewing. (Source:Inside Facebook)
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Taste-gathering startup Hunch is experimenting with a recommendation service thatcross references social graph connections on other services with the large set ofunusual questions its users have answered. Questions like "do you like facial hairon men? Yes? Well, 48% of our users have said that." The end result is a simpleprototype website where you enter a city and your Twitter username and Hunch willshow you Foursquare venues it thinks you'll like. (Source:Read Write Web
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The well-known security company Symantec has released an anti-malware servicefor Facebook which protects you from dangerous links posted to your News Feed.And it comes to you by way of a free Facebook application called "Norton SafeWeb." (Source:ReadWriteWeb)
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Google Buzz just got a new feature that is very similar to Twitter's retweetfunctionality. Over the course of the day, Google will roll out a Reshare button forBuzz, which will allow you to easily share interesting posts you find on Buzz withyour followers there. (Source:ReadWriteWeb)Source:Flowtown
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In terms of platforms and devices driving virtual good sales, iPhone users had theheaviest concentration of digital goods spenders with 43 percent of iPhone ownersin 2010. Virtual goods and handheld/mobile gamers followed. What’s interesting isthat purchasing a digital good increases the likelihood of purchasing again as over20 percent of spenders declared their plans to spend again. (Source:SocialTimes)
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The fast-growing population of Android users will soon be able to chat face-to-facethanks to a Skype mobile application that will hit the marketplace with videofunctionality "later this year." As reported on the gadget blog Skatter Tech, Skyperepresentatives have been quoted confirming the release of a carrier-independentapp that will allow users to use voice and video to chat on their Android devices.This is a giant step forward for Android users who were disappointed to learn earlierthis year that Skype's initial offerings on the platform were restricted to Verizon's 3Gnetwork. (Source:ReadWriteWeb)
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Love to see non-profit organizations like Earthjustice embracing social technologies.Each time someone “checks in” at an Earthjustice poster in the San FranciscoBART stations, one of Earthjustice’s donors will give $10 to support their cause. Theads, featuring images of Lake Tahoe, oil rig platforms, and the little furryendangered pika, can be found throughout the BART stations coming this summer.(Source:Britopian)
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