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Social media is no longer a one-size-fits-all medium where one mass message will do the trick. However, platforms like Facebook and Twitter continue to expand the toolbox for disseminating highly targeted and personalized content that speaks to the unique needs, desires and geography of a brand’s fan base. In 2014 the most successful social media managers will develop multi-layered content plans knowing that thoughtful and strategic execution can pay huge dividends with customers and positively influence the bottom line.

Social Media

Adweek: Study: Women Love Social Media More Than Men (Unless It’s LinkedIn)
You probably knew that Pinterest is populated by a female majority, but did you know that the same is true for all of the major social media platforms except for LinkedIn? Stay up-to-date with the most relevant stats on the medium with this new study from Pew.

Mashable: 3 Social Media Trends You Should Know About
All three of the upcoming trends mentioned in this Mashable story are relevant but the mention of Google+ has us nodding our heads in agreement.

As the article states, Google+ is proving itself to be an integral part of Google’s grand scheme in terms of SEO, social signals, and providing a more personalized search experience. If you don’t have a Google+ account, this should be the year you resolve to try it out.

Stop delaying and give it a shot.

Knowledge@Wharton: The Ignored Side of Social Media: Customer Service
When it comes to social media, brands don’t get to make the rules. When a customer reaches out to a brand through social channels they expect to be heard and they expect results. This story has some tips for making sure you’re delivering the best experience. Don’t get caught unprepared.


Digiday: Twitter Inches Closer to the Local Ad Market
We’ve talked about Twitter’s new emphasis on surfacing nearby tweets in an effort to tap into local advertising opportunities in previous blog posts but this story from Digiday has some new details that are worth taking a look at.

Nieman Journalism Lab: If a tweet worked once, send it again — and other lessons from The New York Times’ social media desk
If your brand is using social media you’re creating content, and if you’re creating content, then you need to think like an editor. This story has some great learnings from the New York Times social media desk and their use of Twitter.


Marketing Land: Adios, Sponsored Stories: Facebook To Sunset The Problematic Ad Type In April
Big, but welcome, changes coming for those using Facebook ads. The platform is discontinuing the delivery of sponsored stories in users’ timelines while increasing the targeting options available to advertisers. You will now be able to even more accurately refine the audience you are hoping to reach. Great news for marketers.


Forbes: Why Every Employee At Your Company Should Use LinkedIn
It has long been time for companies to stop being fearful of employees who use social media and instead see them as ambassadors for the organization—and LinkedIn is the perfect place to start. This story makes a strong case to make sure that every one of your employees is using the platform to the fullest.

New Stories on the GFM Blog This Week…

Using Location Information in Building Consumer Profiles

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