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#SocialSkim: Engaged Referrals, Seniors, Facebook Ads, Twitter and Mesagraph, More!

by Angela Natividad  |  
April 4, 2014

Which social networks drive the most engaged referrals? Do Facebook ads make sense? Are seniors taking to social media? Get the answers to those questions, plus the scoop on Twitter's Mesagraph buy and Evian's Spiderbaby. Skim to shoot Web...

(Super) baby love. This week in viral, Spiderman gets a glimpse of his own inner child... with a boost from Evian. It's been years since the dancing babies headlined Evian's "Live Young" campaign, and despite the eyerolls on a new spin on the old theme, Baby Spidey has appeal. The video's scored nearly 1.2 million views since its publication on April 1.

We can be heroes. For the World Cup, Pepsi celebrates the playful, soccer-loving spirit of Rio with an ad that includes interactive options that make viewers decision-makers in the story. We like the incitement to engage versus watching passively... plus, we're suckers for anything that includes a Janelle Monae cameo and some nostalgic guitar-strumming.

The definitive guide to April Fools. April 1 is a scary day to be online; every news article, product launch, or video has to be scrutinized with care. (And yes... Google did get us with Shelfies.) Buzzfeed provides a definitive guide to branded April Fools Day pranks, from the Google Maps Pokémon Challenge to Southwest's Service to Mars to Vegemite's Energy Drink. Don't miss a single schadenfreude-packed moment! It's the one time of year when brands are almost obliged to show us whether they have a sense of humor.

Mesagraph and Twitter join hands. Continuing its quest to gobble up any social TV analytics-related service that hits critical mass, Twitter purchased Mesagraph, a social TV analytics firm based in Paris. Clients include Canal+, France Télévisions, M6, TF1, and marketers such as Microsoft. Per Mesagraph, "Twitter is the platform where the vast majority of public Social TV comments happens," as well as "an immense source of opportunities for advertisers to reach their audience creatively and efficiently." The team will join Twitter UK and work with networks, agencies, advertisers, and other partners, presumably to punt Twitter's ad services.

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Angela Natividad is a social media strategist, copywriter, and journalist based in Paris. A Bay Area native and lover of vending machine candies, she co-founded and is a frequent guest on marketing podcast The Beancast. You can follow her on Twitter at @luckthelady.

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