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| | | § Foursquare CEO says Facebook Places is good for business
The buzz over Facebook Places has raised awareness of location in general and driven a flood of users to Foursquare, says CEO Dennis Crowley. "They're going to teach hundreds of millions of people about what checkins are, and that's only going to drive more users to us," Crowley argues. The only real problem, Crowley says, is figuring out how to keep up with the flood of brands that want to work on location-aware promotional campaigns. Advertising Age (tiered subscription model) | | 
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| | | | | | | | | | | § Social media is a big winner at the Emmy Awards
NBC used social media to boost buzz for last night's Emmy Awards, building up to the ceremony by soliciting tweets aimed at host Jimmy Fallon and using a live-streaming service to let celebrities send photos to Twitter directly from the red carpet. The execution left a little to be desired, though; Staci Kramer notes that NBC delayed posting Fallon's opening song-and-dance routine online, effectively ceding control of the clip to the countless individual viewers who swiftly posted grainy versions of the video on YouTube. Mashable | | § Location-based networks see hurdles on the way to success
Proponents of location-based social networks such as Foursquare, Gowalla and the recently launched Facebook Places say the services will prove a gold mine to advertisers looking to target consumers at the point of purchase, but the sites have some hurdles to clear first, this article argues. Chief among them is the relatively low number of consumers using such networks compared with other forms of mobile advertising. The Economist | | § Army builds buzz with skydiving bloggers
The Army's Golden Knights -- an elite parachute display team -- is using social media to boost its brand and help with the military's broader public relations efforts. The team has YouTube, Flickr, Facebook and Twitter feeds, and it has recently been building buzz by offering influential bloggers the chance to join them for a tandem jump. "The Knights clearly see content and engagement as the key to getting the word out and social-media channels are a perfect distribution and community building platform to that end," writes Lee Odden. Online Marketing Blog | |
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| Request a Complimentary Social Media Analysis for Your Brand — Answer a few simple questions and receive a free report with a detailed assessment of your brand's performance online. Also includes actionable recommendations to boost your brand's visibility. Request your report here. | |
| | The Takeaway | 
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| | § Why campaigns should be built with passive users in mind
Marketers need to focus on passive users first, and actively engaged users second, argues Charlene Li. The vast majority of surfers are far more likely to simply watch or read content than to share it, and less likely still to comment on or create content of their own. "Unless you can build a firm foundation of people who are engaged with you at a more passive level of watching and sharing, it's very difficult to create that audience for the people who are commenting and producing content," Li notes. SmartBrief/SmartBlog on Social Media | | § How to prove yourself with social media
One of the best uses of social media is to provide "social proof," or specific social data designed to win over your users, writes Corbett Barr. Add Facebook widgets and RSS counters to let visitors to your sites know exactly how popular you are, Barr suggests, and let group dynamics do the rest. "People will see that you're active, that you're providing value, and that crowds of other people (possibly even their friends) think your content is the bee's knees," he writes. SocialMediaExaminer.com | | § 3 things holding back your Facebook marketing
Brands tend to make three key mistakes when they start up a Facebook marketing program, writes Scott Meldrum. Setting up a page isn't enough: you also need to publicize its existence, actively seek to convert visitors into fans, and wrap your Facebook page into a broader public relations and content-management strategy, he notes. "Put the focus on the fans first and you'll wind up building a solid and effective marketing channel that you can leverage time and time again," Meldrum writes. iMedia Connection | | 
| Creating a social-media presence is another way of letting customers know you've left a light on for them." --Lisa Barone of Outspoken Media, as quoted by SocialMediaExaminer.com
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