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  Dec 5 2013 -  Spotting things you'll want to see today.
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This is the December 5 2013 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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Topsy has the right sentiment for Apple

iWhy?

On Monday Apple acquired Topsy but nobody seems to know exactly why. Topsy is a social media analytics firm that is best known for indexing every Tweet since 2006. It has used social media to do everything from predicting Hollywood box offices to directing emergency relief during natural disasters. Topsy is one of four firms that have full access to the Twitter 'fire hose' and the right to analyze and resell data; Twitter could most likely have scuttled the deal if it had not pleased them.

John Batelle argued that Topsy would become the foundation of iOS search, providing technology that will make Siri much more intuitive. Another common theory is that Topsy data can reveal trends and relationships that could lead to more powerful iTunes and App Store recommendations. GigaOm advanced a more basic explanation. In an environment where Facebook has its own mobile interface, Microsoft owns a search engine and Google its own social network, Apple needs to create a powerful search function to keep up with the other mega players.

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Also this week Facebook revised its newsfeed algorithm to add more links to higher quality relevant news pieces. Imedia Connection described the change as a move to add some depth to the newsfeed but Ignite Social Media had some pragmatic advice for smaller brands -- you'll now find it tougher to compete with CNN and the NY Times and the only way around it may be to pay for space through Facebook's ad system.


Social Media as a Customer Support Channel:
Best Practices

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So far, most enterprises have only addressed the opportunities for using social media in marketing. They have adapted their marketing strategies to benefit from the new revenue and branding opportunities provided by social media. But in order to create a cohesive customer experience strategy and connect data across departments, enterprises need to include social media response in their customer service function. Agents should be empowered to handle interactions in social media, and to escalate to other channels where necessary.

Download this report by Ovum for best practices on how to employ social media to all phases of the customer lifecycle; maximizing the value of customers from all sources.

This report is provided courtesy of Oracle.



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