The Weekly Compete Pulse

By | May 14, 2011

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It’s been a busy week here at Compete, things are settling down from last week’s Digital CMO Summit, and we’re getting prepped to head to Net.Finance next week. In the meantime, check out these links to some of this week’s news articles that we read and found interesting for online marketers.

The founders of YouTube seem to be on a hot acquisition streak lately. After picking up Delicious, the social bookmarking site, from Yahoo, this week they bought a social media analytics company that they will undoubtedly tie into Delicious: YouTube Founders Buy Social-Media Analytics Firm

Here’s a great set of graphics from the newly redesigned Search Engine Watch. They explain why being able to adapt and manipulate any given social business strategy is necessary to a successful campaign: The Adaptive Social Business Framework

As promoted tweets become more widely available, and socially savvy marketers start to experiment with them, one this is clear: driving engagement through them may be one of the most difficult ways of marketing in a while. You can’t simply buy a bunch of keywords and hope for the best; the message has to be useful and relevant for consumers or at best the campaign will fail to drive sales and at worst, your brand will take a serious hit to its credibility: #Winning on Twitter: The Top 10 Promoted Tweets

There is no definite answer to measure online influence, and there are plenty of the companies in the space that tell you their measurement system is best. There are also thousands of people online who claim to be influencers, but many of them don’t actually influence as many people as they think. Weeding through all these people is often the hardest part, and Mashable offers some tips on how to get connected with the influencers you should be targeting: HOW TO: Connect Your Brand to the Right Online Influencers

Along those lines, “influence” as we now know it in the Twitter age is not what it used to be. There are no companies that offer a standardized measurement of actual influence, and even if they could, are those the people we want to be targeting? For an alternative perspective on influencers, check out this article from Ad Age: Discuss: Why Social Media is a Bad Measure of ‘Influence’

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