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This Week in Social Analytics #56

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

SMBs Most Often Use Websites, Social in Digital Marketing Efforts [from eMarketer; written by staff]

“The top three tools or solutions used by SMBs for digital marketing were websites, used by 86.6% of respondents, social media (77.3%) and email marketing (65.8%). These digital marketing tools were also deemed the three most effective tools in the same order, with 33.9% reporting success with websites, followed by social media (24.9%) and then email (19.6%).”

6 Clever Tricks for Social Media Managers [from Mashable; written by Kelly Meyers]

Take it from someone experienced in managing communities, “Establishing systems and using the right tools early on can save your sanity (and your laptop’s RAM)” and check out these six tricks.

Twitter Enhances Lists: 4 Ways To Take Advantage [from Forbes; written by Steve Cooper]

Handy tips for getting the most out of your Twitter lists.

Are You Really a Ninja? How to Rock Your Twitter Bio as Hard as Hillary Clinton [from Fast Company; written by Amber Mac]

“1. Don’t Use the Word Ninja.

It was a cute descriptor when Twitter launched, but six years later it’s now one of those buzzwords that’s overused and belongs in the social media gutter. In case you still can’t figure out why you shouldn’t use the word ninja, check out the actual meaning here. By all means, if you’re a member of a feudal Japanese society of mercenary agents, keep it in.”

25 Twitter Hashtags Used By Digital Marketing and Analytics Community [from Web Analytics, Behavioral Targeting and Optimization by Anil Batra]

Track some of these if you’re not already for great content, discussions and people on Twitter to follow and add to lists.

Tumblr Climbs 12 Spots On comScore’s Media Metrix List Of Top 50 US Web Properties [from MarketingLand; written by Amy Gesenhues]

“According to this month’s comScore Media Metrix report, Tumblr has climbed 12 places up the list of top 50 US Web properties in the last two months, moving from the 41st spot in March to rank 29th in May.”

Written by Sarah

June 28th, 2013 at 9:15 am

This Week in Social Analytics #54

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

Reuters Digital News Report 2012 [from Reuter's Institute for the Study of Journalism]

 ”Blogs and social media are much more regularly used in the United States than in Europe (36% use these as a news source every week compared with an average of 20% in European countries).”

Online news source by type

Social’s Impact on TV Still Small, but Growing [from Marketing Charts; written by Marketing Charts Staff]

“But, the study finds there is significant room for growth: the proportion of study respondents who interact with TV-related content on social media on at least a weekly basis is triple those who do so on a daily basis (37% vs. 12%), and the data also shows that social plays a bigger role in drawing viewers to new than existing shows.”

The Social Media Editor Isn’t Dead, It’s Maturing [from Mashable; written by Meghan Peters]

“Once others in the organization become not only equipped but also passionate about it, the editor doesn’t die. He or she focuses on what’s next.”

Eight Silly Data Myths Marketing People Believe That Get Them Fired [from Occam's Razor; written by Avinash Kaushik]

Your Friday long read.

Google Takes Home Half of Worldwide Mobile Internet Ad Revenues [from eMarketer; written by eMarketer staff]

“Twitter is also expected to see its worldwide mobile ad spending share increase this year to about 2% of the total, eMarketer estimates. In the US, however, Twitter will have a higher, 3.6% share, eMarketer estimates.”

On Tumblr and Nonprofits [from Everything PR; written by  Esti Landau]

 ”To sum up: Tumblr is an all around win-win proposition for nonprofits.”

WATCH: Which Brands Do Tumblr Best? [from The Huffington Post; written by Shawn Amos]

Denny’s has taken the time to learn the culture of Tumblr– and it shows.

Tumblr, Foursquare Execs Map Out New Directions, Tools for Brands [from Xconomy; written by Michael Davidson]

“Brands want to put their best foot forward and have an expansive palette to convey their message,” Gottfrid said. “We think they can tell bigger stories on Tumblr with the tools that we have.”


Written by Sarah

June 14th, 2013 at 9:12 am

This Week in Social Analytics #53

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments!

The five don’ts of social media ROI [from eConsultancy; written by Danny Whatmough]

“If, when confronted with a metric, you can’t give a good answer to the question ‘so what?’ then stop using it.

Technology has a lot to answer for here. Just because you have the tools to measure something, doesn’t mean you should.”

Twitter Emerges As Reliable Source For Vaccine Research | STUDY [from AllTwitter; written by Allison Stadd]

“Here’s the impressive part: of the 14% of tweets that contained medical information, more than two-thirds offered content substantiated by scientific research.

That means that Twitter can be considered a reasonably reliable source of information about vaccines.”

11 Things You Need to Know About Using Twitter for Business [from SocialTimes; written by Devon Glenn]

“ If you can’t answer the question, ‘why am I here using Twitter?’, you should not be using it.”

Will Pinterest Or Tumblr Provide A Better Marketing Strategy? [from Soshable; written by Barry Welford]

“Taking everything into account, although Tumblr may require more planning and effort to create a presence than Pinterest, it seems likely that Tumblr will deliver a much higher return on your effort.”

10 Reasons to Consider Tumblr for Ecommerce Blogging [from Practical eCommerce; written by Paul Chaney]

Lists ten reasons to be on Tumblr, including:

“On average, Tumblr users spend 15 minutes per user per session, which is second only to Facebook. Also, more than 14 billion pages are viewed each month, according to Quantcast.”

Tumblr for Marketing: How Effective is it For Brands? [from PerformanceIN; written by Mark Mitchell]

“For brands, it’s a good opportunity to reach an audience they otherwise may not. Tumblr tends to attract younger users, who are media-savvy and enjoy a sense of community. Those brands who want to tap into that audience should seriously consider using the site.”

A Tumblr Ad Exchange Is Inevitable, Say Industry Players [from AdWeek; written by Christopher Heine]

“Although it’s unclear when a Tumblr ad exchange might come to light, Knight from X+1 said the companies ‘have good reason to slow play and test out the ad units they’d sell in the exchange, while selling them direct to see what the reaction of the user base is first—before they build an entire structure around selling that ad unit at a massive scale.’

He added, ‘But the cool thing is, once it’s built, the demand side scales up in a couple of months.’”

Written by Sarah

June 7th, 2013 at 9:42 am

This Week in Social Analytics #52

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments!

Social Gives SMBs Maximum Exposure [from eMarketer]

“The greatest benefit of social media was increasing exposure, cited by 89% of respondents, while another 75% said it helped increase traffic. A significantly lesser percentage (43%) said social helped them increase sales. This points to social’s role as a brand builder, first and foremost.”

State of the internet 2013 shows extreme mobile growth, 500 million photos daily, 100 hours of video every minute [from Faves + Co.]


“About a quarter of people worldwide say they share ‘everything’ or ‘most things’ online.”

Research: Social Media Finally Seen As Essential for CEOs [from Forbes; written by Chris Perry]

“Today, we released a new report that outlines the benefits and expectations of CEO social participation. Conducted in partnership with KRC Research, we surveyed over 600 senior executives from 10 markets worldwide. The research found that 76% of global executives say they want their CEO to engage in social media, noting a wide-ranging list of benefits. At the top of the list was improved ability to share company news and information, a positive impact on company reputation and business results, and the ability to communicate more directly with employees, customers, and other key stakeholders.”

Home Tweet Home: A House with Its Own Voice on Twitter [from MIT Tech Review; written by Rachel Metz]

“Eventually, Coates says, Internet connectivity will work its way into all kinds of household appliances, especially “boring” ones like dishwashers and washing machines, allowing them to notify you on your smartphone when they’re done doing their job.”

Tumblr launches first in-stream sponsored posts on web following mobile rollout [from The Verge; written by Ellis Hamburger]

Mobile sponsored posts have racked up 10 million likes and reblogs so far, as Tumblr rolls out dashboard sponsored posts.

Corcoran: Tumblr an ‘incredibly effective’ marketing tool [from Inman News; written by Teke Wiggin]

“Q: Have you found Tumblr to be an effective marketing tool? What are its advantages and disadvantages? How does it compare to Facebook, Twitter and LinkedIn?

A: Yes, Tumblr has been incredibly effective for us. It’s our largest social media platform in terms of subscribers, with more than 115,000— much bigger than our presence on Facebook. We receive hundreds of organic interactions each day, and are currently growing at about 500 new subscribers per day.

We’ve found its simplicity, mobile optimization, ease of use, and connection to a different type of New York audience to be tremendous advantages for us…We find Tumblr a very effective platform for experimenting with new types of content. It was the forerunner of what later became our iPad app.

Tumblr also allows us to refine our approach to how and where we share our listings, which photos perform most effectively, and what types of properties resonate best with users moving between our interactive platforms. We’ve integrated what we do on Tumblr into everything else we do online.”

Emphasis added.

Written by Sarah

May 31st, 2013 at 9:52 am

This Week in Social Analytics #51

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments!

Amplify TV commercials on Twitter: Premiering TV ad targeting [from Twitter's Advertising Blog; written by Michael Fleischman]

“As brands look to find better ways to coordinate their marketing activities, Twitter provides the perfect bridge between TV, digital and mobile. In fact, 64 percent of mobile centric users on Twitter use it in front of the TV at home.”

The One-Person Product [from Marco.org; written by Marco Arment]

“Even though Tumblr was never a one-person company, it usually felt like a one-person product.”

Great read about Tumblr from the early days, from someone who was there.

Teens, Social Media & Privacy [from Pew Internet]

“Teen Twitter use has grown significantly: 24% of online teens use Twitter, up from 16% in 2011.”

And they share more about themselves than ever:

Top 5 TV-Related Social Media Activities [from Marketing Charts]

“For skeptics who might feel that simply following or liking a TV show doesn’t involve much in the way of engagement, the study has this little tidbit: after liking or following a show, viewers were 75% more likely to watch that show.”

Twitter granted patent on pull-to-refresh, promises to only use it defensively [from The Verge; written by Nilay Patel]

“To alleviate those concerns, Twitter agreed to only use his patent defensively — the company wouldn’t sue other companies that were using pull-to-refresh in apps unless those companies sued first.”

2013 Social Media Marketing Industry Report [from Social Media Examiner; written by Michael Stelzner]

Free download until May 30th.

Written by Sarah

May 24th, 2013 at 9:12 am

Arrested Development: talk on Twitter and Tumblr

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One minute after midnight (PDT!) on Sunday, May 26th, Arrested Development (AD) fans will be gathered around their glowing computer screens as the entire fourth season premieres on Netflix. Excited fans have been discussing the countdown to their streaming binges on Twitter and Tumblr, and as Gene Parmesan is unavailable to disclose their discussions with you, you’ll just have to stick with us instead. (Although it’s entirely possible we’re just him in costume.)


As of yesterday- four days away from the season four premiere- 486.6k Tumblr users generated 19.1k posts with over 1 million notes, since we started tracking on April 22nd. Posts about Arrested Development on Tumblr spiked on May 13th (that day accounts for about 8% of total posts so far; we’ll get to why in a minute), and note activity on posts spiked before that, on April 24th: the day that character posters were released.

On May 13th, the big spike in posts came from the release of the first trailer for season four, which can be found in the second of ten most popular AD posts. From April up to this week, the most popular posts from the Tumblr discussion came mostly from fan-run Arrested Development focused blogs; half of the top ten posts came from the aptly named The Bluth Company, including the most popular post overall. (Usually seen as a GIF, that moment from the show is just as fun when drawn out into a high-quality photo series.)

And for those familiar with Tumblr’s format, it’s no surprise that photo posts were the most popular: 12.7k of the total 19.1k posts were photo posts, trailed by 3.5k text posts and under 1.5k video posts. The show title was far and away the most popular tag, featured in 11.5k of the total posts.

Lucille naturally gets two tags of her own, even if Tumblr is something she would probably be suspicious of.


Out of the total 105.4k tweets made mentioning Arrested Development on Twitter, activity spiked on different days than on Tumblr, with the most contributors (13.9k) sharing the most tweets (16.1k) on May 20th:

Overall since May 14th there have been 65.1k tweets from 75.7k contributors; that averages out to a little over 11.7k tweets a day, with nearly 1.5 tweets per contributor (we imagine those half-tweets wear cutoff shorts all the time, even in the shower).

The two most retweeted tweets came from unofficial news and quote account bluthquotes and Arrested Development series creator Mitch Hurwitz. They had 2.3k and 2k retweets respectively:

Really the most burning question all of this has left us with is this: is it May 26th yet? We should probably all use the remaining days to stock up on juice boxes, Cornballers and frozen bananas since we’ll be sleeping through all the Memorial Day cookouts with our families to spend hours with the Bluth clan instead.

Written by Sarah

May 23rd, 2013 at 9:25 am

This Week in Social Analytics #50

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments!

Using Facebook and Tumblr to Engage Students [written by & from ProfHacker]

“And though digital tools have become an integral part of our efforts to engage students, we’re continually surprised by unexpected successes or failures.

We found ourselves talking about just that topic toward the end of the fall semester as we realized that we had created similar social media projects for our students, one with Facebook and one with Tumblr. In itself, that isn’t so unusual, but the results of those projects – one successful, one not – pushed us to dig deeper for answers about what worked, and why.”

Researching in Public on Tumblr [from ProfHacker; written by Anastasia Salter]

“Writing a Tumblr post feels like less of a commitment than blogging: because the form is based on very viral, often short, content, it feels more like a living notebook where pages can be easily reblogged and annotated from others’ notes. The tags make it relatively easy to move through the entire network of content to find new conversations…Because of this fluidity and flexibility, I find Tumblr makes a fascinating start as an accessible research journal.”

Emphasis added.

Why It’s a Mistake For Brands to Ignore Tumblr [from Social Media Today; written by Jon Thomas]

“Tumblr has carved a niche in the crowded world of social media; it is just taking brands a long time to notice. But that may play in your brand’s favor. A few brands have firmly planted their feet in Tumblr, particularly now that it has a growing ad platform, but it’s still a place where your brand can establish a presence before its competitors do.”

Twitter Vines Get Shared 4x More Than Online Video [from AdWeek; written by Christopher Heine]

Unruly Media’s research reveals that branded Vines (see Doritos example below) are shared four times as often as branded Internet videos. What’s more, Unruly found that five Vines are shared every second on Twitter—so the non-advertising world apparently digs the six-second videos, too.”

Full study here.

Twitter’s 1% Generates 20% of Tweets [from Marketing Charts]

“Among the highlights of the study was the revelation that the top 1% of Twitter users accounted for 20% of all tweets. Expanding that out a little, the top 5% accounted for 48% of all tweets and the top 15% accounted for 85%.”

With Lucky Sort creators on board, Twitter is officially a data company [from GigaOM; written by Derrick Harris]

“At Twitter, though, data is a slightly different beast than at other web companies. Twitter’s value lies largely in real-time data — topics can be peak, crest and all but vanish within a 48-hour window. This situation has hampered some of Twitter’s efforts to surface optimal search results, and it has spurred the decision to buy companies such as Backtype (for its streaming-processing Storm technology) and parallel-processing startup Ubalo.”

Which Social Networks are Growing Fastest Worldwide? [from eMarketer]

“Twitter came in fourth worldwide at 22% of internet users, but GlobalWebIndex also found that the microblogging service claims the title of fastest-growing social network. Between Q2 2012 and Q1 2013, active users of Twitter rose 42% globally, according to the study.”

Written by Sarah

May 17th, 2013 at 9:11 am

This Week in Social Analytics #49

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments!

The Real-Time Marketing Drumbeat Gets Louder, as Agencies, Brands Sign On [from eMarketer]

“In a February 2012 survey by GolinHarris, consumers expressed more positive feelings about brands after they were exposed to real-time marketing than before the exposure. Nearly half said they would feel more positive, while 46% would be more interested in the brand. Likelihood to recommend, to consider making a purchase, and to try or buy all were also significantly higher after exposure to real-time marketing.”

7 Things Marketers Should Know About Tumblr [from Inc; written by Jeff Haden]

“Tumblr isn’t a blog platform like WordPress; it’s a social network that has a blogging platform.” says Neil Patel, co-founder of the Web analytics firm KISSmetrics. “The beautiful thing about Tumblr is that it makes it really easy to share your content with millions of Tumblr users… so you can get a big audience without spending a ton of money on marketing.”

Brands Are Giving Precious Ad Real Estate to Tumblr Like Facebook a few years ago [from AdWeek; written by Christopher Heine]

 ”Of course, there’s data behind these directions. Y Combinator partner Garry Tan made waves last winter when he released a study finding that among 13-to-25-year-olds, 59 percent regularly use Tumblr versus 54 percent regularly using Facebook.

According to comScore, Tumblr drew 37 million unique desktop and mobile visitors in March, up roughly 30 percent over the year-ago period. Tumblr users post memes, GIFs, videos and other content that they discover online or fashion themselves.

Last week, Tumblr announced a mobile ads product. . .’If [young people] are not using a smartphone, they are using an iPad,” Dooley said. And brands are tumbling toward them.’”

Top VC: Tumblr’s CEO Is Worth $200 Million Because He Ignored My Advice [from San Francisco Gate; written by Megan Rose Dickey]

Union Square Ventures partner Fred Wilson says he used to bug Karp about adding a comments feature to Tumblr. Wilson wanted readers to be able to comment on Tumblr blogs, but Karp wouldn’t budge.”

Twitter Helps Us Stay In Touch (Especially When We’re Miles Apart), Says Study [from AllTwitter; written by Shea Bennett]

Perhaps not surprising, but there were some other interesting takeaways from the study, such as:

  • The Indonesian capital Jakarta was the city where most tweets originated, accounting for 3 percent of all geotagged tweets

  • New York and Sao Paulo tied for second place

  • While people who are further apart tended to tweet each other on a more frequent basis, people who live closer together were more likely to be infrequent communicators on Twitter

Find the full study here.

Social Media Is the Best Way to Market an App, Study Finds [from Social Times; written by Devon Glenn]

“In AppsFlyer’s Mobile Advertising Measurement Q1-2013 report, analysts observed that using these social channels improved three important metrics for app marketing campaigns: user quality, conversion rates, and volume. App marketers in the study promoted their apps on social media through user invites and social app discovery platforms.”

26 Social Media Marketing Tips from the Pros [from Social Media Examiner; written by Debbie Hemley]

Broken down by Calls to Action, Content Strategy, and Email and Social Integration. Insights from Social Media Marketing World Conference.

And this week in Twitter oddities novelties:

Huggies TweetPee Device Tweets Parents When Their Baby Has Peed Their Diaper [from Laughing Squid; written by Rusty Blazenhoff]

Available in Brazil.

Written by Sarah

May 10th, 2013 at 9:04 am

Join us for a Tumblr engagement webinar

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Please join us this week for a webinar focused on learning more about Tumblr engagement. Kenyatta Cheese, Co-Founder of Everybody at Once, and Jenn Deering Davis, Co-Founder of Union Metrics, will sit down to talk about Tumblr, brands and how (and why) to foster engagement on the platform.

The webinar will be on Thursday, May 9th at 2:00 p.m. EDT.

Sign up here.

[Source: Tumblr staff blog]

Kenyatta is part of Everybody at Once, a company working on audience development and social strategy for media, entertainment, and sports. You may have seen his work on the very popular Doctor Who Tumblr for BBC America.

Jenn is co-founder and Chief Customer Officer of Union Metrics, the company that makes Tumblr’s preferred analytics application. Jenn holds a PhD in Organizational Communication & Technology from UT Austin.

During the webinar, Kenyatta and Jenn will talk about what goes into a successful Tumblr campaign, how to measure engagement, improve your content, and more. And we’ll share a coupon code for a month-long free trial of Union Metrics for Tumblr analytics at the end.

See you next week!

Written by Sarah

May 6th, 2013 at 9:21 am

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This Week in Social Analytics #48

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments!

Positive Brand Tweets are Four Times More Effective Than Non-Tweet Ads [from Fast Company; written by Kit Eaton]

“For example, research by Deloitte suggests that a positive-message tweet can be four times more effective at getting a consumer to engage with a brand (hence, driving sales) than a non-Twitter advertisement.”

More details in this video.

Social media attracts/drives purchases for moms [from Marketing Charts]

“Mothers who are very active on social networks (defined as the top 20% of social networking mothers aged 18-49) are indeed active online purchasers. Compared to the general online adult population, they’re 96% more likely to have made an online food and beverage purchase, 73% more likely to have spent on movies and videos, 61% more likely to have bought apparel, and 82% more likely to have made an online purchase in the toys and games category.”

Is online privacy over? Findings from the USC Annenberg Center for the Digital Future show Millennials embrace a new online reality [from USC Annenberg News]

“The survey, conducted by the USC Annenberg Center for the Digital Future and Bovitz Inc., reveals a “Millennial Rift” — distinct differences in online behavior and core values among Millennials (ages 18-34) compared to other users, many of whom are only a few years older. Millennials, the survey found, report more willingness to allow access to their personal data or web behavior and a greater interest in cooperating with Internet businesses — as long as they receive tangible benefits in return (view infographic breakdown).”

Twitter Speaks, Markets Listen, and Fears Rise [from The New York Times; written by Amy Chozick and Nicole Perlroth]

“Could the global economy hinge on 140 characters?”

Twitter Strikes Major Advertising Deal For Social TV [from Viral Blog; written by Igor Beuker]

“In the Financial Times president of global revenue Adam Bain stated: “’We think that the industry had been focused in the wrong area, which was making a decision between Twitter and TV. That’s not what we believe. Twitter is a bridge.’”

Social TV: Facebook Vs. Twitter Vs. Tumblr [from AllFacebook; written by Will M]

“Most speakers agreed that Facebook’s social TV data is richer than what can be found on Twitter. Tumblr Entertainment Evangelist David Hayes explained social platforms for TV this way.

  • Twitter is where people say they are watching a show.
  • Facebook is where people say why they are watching a show.
  • Tumblr is where people express themselves by creating great content about a show.”

6 Tips to Start Creating Content on Tumblr [from Business2Community; written by Adrienne Erin]

“Once you adapt to this new format, Tumblr can be a powerful content creation (and content curation) tool that increases engagement, website traffic, and inbound leads. Here are six tips that will help you get started with content marketing on Tumblr.”

Tumblr CEO says average cost of ad campaign tops six figures [from CNET; written by Shara Tibken]

“‘What we’re doing is giving advertisers space on a canvas to make the kinds of ads that win awards,’ Karp said. ‘That kind of advertising doesn’t have a place on the Web today…You can’t make an ad that anybody even remembers on Twitter or Facebook today.’”

Written by Sarah

May 3rd, 2013 at 9:21 am