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  May 10 2012 -  Spotting things you'll want to see today.
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This is the May 10 2012 edition of Who's Blogging What, a newsletter that closely monitors 1,100 top web marketing blogs for online professionals involved in social media, search marketing, email, user experience and web analytics. Subscribers are updated with highlights and useful new links every Thursday. If you would like to be kept up to date you may enter your email address in the box at the right.

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Social readers have a bad month

New Friction?

Last September, at their f8 Developer's Conference, Facebook excitedly unveiled a new breed of app that would allow users to 'seamlessly update Timeline with their activity as they go'. Mark Zuckerberg spoke of the 'frictionless sharing' that apps such as the Washington Post Social Reader would now enable. The user reaction was mixed, at best, so there was little sympathy this week when Forbes published an article indicating that the usage of these apps was tanking. Facebook seemed to confirm with a statement to Poynter saying that 'these apps have begun leveling off to a more consistent, sustainable and engaged audience'.

New explanations for the user decline soon emerged but they did little to calm the fears of brands and marketers who rely on the Facebook platform. TechCrunch noted that Facebook had recently switched from a personalized 'recently read articles' to a more generic 'trending article' box in the Newsfeed. The net result has been lower visibility and decreased effectiveness for the apps. GigaOm explained the powerful message for all Facebook marketers: you don't own your Facebook exposure. Facebook does. The big lesson of the week is that Facebook marketing investments come with risks that are quite different from the challenges of a dedicated business web site or blog.

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The most useful posts of the week
Social Media

Search Marketing

User Experience

Email Marketing


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