In This Week's Issue:
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Social Media Week Recap: Standing Out with Video and Building Brand Relationships
 We recently shared with you our excitement leading up to Social Media Week and Text 100’s panels during the event. Text 100’s Melissa Chanslor sat alongside thought leaders from Revision3, Electus and Cisco Media Solutions to discuss how brands can succeed in using video to stand out against competitors and reach their target audiences. Text 100 Vice President Tara O’Donnell partnered with MTV executives to offer tips on building brand relationships and rising above the social media clutter, offering specific examples of how brands like MTV and British Airways have done so by investing in celebrity talent and tapping in to their best brand advocates: consumers.
Check out more recaps, videos and key takeaways from the sessions on Hypertext:
Mashable Embraces Community with Social Follow Service
Earlier this week, Mashable became more than just a news site with the unveiling of its Follow service. Aimed to make the site more community-driven by allowing readers to tailor their experience with the site, Mashable is calling Follow a  “social layer.” It allows readers to create a profile that makes it easier to connect with others and provides them with better access to personalized topics of interest. Because the amount of content on Mashable has grown so quickly, the company developed Follow to help readers have a customized experience that saves time by only displaying articles on the topics that they have indicated they want to see and to find new areas of interest through interacting with others.
Additionally, Follow allows readers to share the content on Mashable more easily by replacing the traditional sharing buttons with an interface that allows readers to share an article via multiple social platforms at once.
As the amount of content across the web grows, it is a smart move for Mashable to make the experience on the site easier for readers to navigate. Through the personalization of content and the expansion of the community features, readers will be able to find the content and people that are truly of value to them.
Follow has been well-received thus far with The New York Observer commenting, “Mashable seems to have hit on something its users understand, appreciate and agree will make their news consumption more efficient.” Technorati praised the value for Mashable readers and said, “The move, so simple in concept yet advanced via social technologies, could impact how news organizations and potentially brands enable site visitors to get the content they want.”
The service currently available by invite only, so if you want to be added to the list, visit mashable.com/follow to request an invite.
Tool Time: Retrieve Social Media Data with Export.ly
 If you’ve ever had to conduct a Twitter audit – whether for a brand just getting started on the site, for a new business proposal, or to answer a seemingly simple question about additional handles worth following – you likely know the tedious feeling associated with sorting through a user’s followers and friends.
With Export.ly, our fingers (and sanity) can finally take a break from the endless scrolling, typing and sorting involved with analyzing a Twitter handle’s followers. It couldn’t be any easier: After creating a free account, type in a user name or list and select ‘followers’ or ‘friends’ and click continue. Within one minute, you have access to a downloadable Excel or CSV file that breaks down a Twitter following with users’ profile details: username, description, location, URL, time zone, number of followers, friends, lists, tweets, date created, and date of last tweet. In another tab of the document, charts make it easy to visualize the data by time zones, number of followers, tweet frequency and total number of tweets. Another tab offers tables of how the users compare to one another.
It gets better – Export.ly also pulls data for Facebook fan pages, so you can quickly see recent posts, likes, comments and users on your client’s page. Charts offer a graphical representation of engagement, keywords and daily activity. So now, rather than spending time pulling data and creating charts, you can spend more time reviewing the account statistics – and provide an even more insightful analysis of how a Twitter account or Facebook page has grown or can be enhanced.
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