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Everyone loves a film with a good twist — and the Vine community isn't any different. But the good thing about plot twists on the video-sharing service is that it only takes six seconds to get to the good stuff.

Mashable is collaborating with Unpopular Now for this week's Vine challenge. We want you to surprise us with a creative twist in your video.

"My favorite way to achieve this is to choose an object, and then make that object do something impossible or unexpected," Unpopular Now CEO and creative director Peter Heacock said. "Or pick a scene in which the outcome is expected, and then alter that outcome to give an element of surprise." Read more...

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A survey released today underscores the importance of social to business, but also reveals the challenges businesses have dealing with the amount and types of data produced by social.Social media software company and consumer ratings giant Nielsen surveyed employees in medium to large-scale enterprises across North America, the United Kingdom, and Australia, and found that while 88% recognize the importance of social, 60% have trouble taking their data and turning it into something actionable.The survey also revealed that the use of social is becoming more widespread in companies, but that departments are not always working together. Three of four respondents say that social plays an expanding role in their companies, but the majority (64%) concedes that aligning strategies across departments is difficult.“One of the things revealed by the survey is the need for education around social,” says Jeanette Gibson VP, Customer Success and Community at Hootsuite. “Companies need to learn how to drive their social data, how to understand it, and how to make it useful.”Gibson says that companies need foster more collaboration around social, and figure out how to connect it to their business strategies. “It was surprising to us how far behind some businesses are on making the shift from tactical to strategy,” Gibson adds.It is clear, however, that business understands the value of social for interacting with customers and influencers. A majority of the respondents (84%) view building relationships with existing customers as the inherent value of social media, followed by the ability to learn about the company’s reputation (81%), and to monitor external communication (79%).Additionally, 74 percent of organizations value social media’s capability in resolving customer complaints and questions.  “Businesses get that social is really about building relationship with customers—connecting with them and understanding their needs,” says Gibson.
When I studied literature, I was fascinated by form. By the words. Arrangement. Layout. And narrative. I loved the way that John Fowles would create untrustworthy narrators that led the story in new, unexpected directions. And I loved Antonin Artaud’s dangerous writings. Or Christopher Barnett’s language that was so revolutionary it broke the words. I was intrigued and excited by writing that would break the language and our expectations and then reconstruct things completely new. It was a disruption to thought and expectation and it blew my mind.But the best of these writers were not rampant destroyers of meaning. They were articulate explorers pushing the limits of language and the implicit bargain that writers make with their readers. Sometimes it would work and take us – together – on new journeys. And sometimes I’d throw the book against the wall and leave it to make its own way back to the shelf. The thing is, that the best of these writers were masters of their craft – and they’d work very deliberately to take us as readers on a journey – it just so happened that the by-product of that journey would be some form of collision or catastrophe of language. And in that way, the product of the writing was not the book – but the experience. Of reading. Co-creating meaning. Disruption.So when I attend a conference, view a video or see a presentation, I look for something that is going to set my heart ablaze and send my mind wheeling. I wonder where I will be taken or how I will be surprised. And more often than not, I am disappointed.There is no narrative. No journey to follow and become involved with. It’s just facts. Numbers. And opportunities for micro-naps.It’s a slow death being hammered by statistics.But it doesn’t have to be this way.Dan Pink’s book, To Sell is Human, explains the formula deployed to great success by Pixar. It goes something like this:Once upon a time <something happened>.Every day <life went on like this>.One day <something changed>.Because of that <the world was never the same again>.Until finally <a new world became the next chapter>.Now, I am not going to say that this formula will change your world. Nor that each presentation needs to be a masterpiece.But if your job is communication (and if it’s not, why are you presenting?), then do your audience a favour and wheel out the Pixar Pitch. You might just be amazed at the impact it has.PAISAN HOMHUAN / Shutterstock.com
The best and worst part of social media is that there's never a shortage of things to do. If you frequent Social Media Today, chances are your days are already filled with posting, monitoring and responding to the world your social activity helps create.It's easy to get wrapped up in the storm of social media, but savvy social media users are deliberate about their engagement. They make a concerted effort to have regular "indoor recess" days, where they step away from the tweet-by-tweet action, and focus on select projects with the promise of longer-term impact.It's a smart strategy, and one that anyone can emulate. Here are five such rainy day projects that can help you get started.1. Find Feedly FodderUnless you are hilarious, famous or hilarious and famous, the surest path to social media success is being a resource for your followers. In this vein, content discovery is crucial to sustained social media success. Producing content is great too, but not everyone has the time or inclination to write the posts that the whole world reads.The first step to sharing great content is finding great content. To this end, Feedly is an integral tool in any social media arsenal. As a socially integrated, easily customizable RSS aggregator, Feedly gives users useful tools for finding, organizing and digesting content. It's the best tool I've seen for combing through hundreds of articles and finding sharable content. I'd estimate that more than 70% of my social media activity starts with something I unearth in Feedly.You should use Feedly every day and also make time every few months to search for new feeds to add to Feedly. Having a regular rotation of sources helps diversify your knowledge and improve your shares. If you read the same three sources all the time your shares will start to feel predictable and stale (nobody likes the guy who only shares BuzzFeed stories).If you need some help getting started, or are looking for some content to add, here's a screenshot of three of my Feedly sections that consistently yield interesting content (juts type in the outlet title into Feedly and it will find it for you to add).2. Create a Network MapIn the spirit of more fruitful networking, it's worth making a concerted effort to capitalize on your connections by scheduling in-person meetings when you travel. Whether it's connecting with old friends, or those LinkedIn contacts who you only kind of know, there's rarely a downside to a coffee meeting with someone in your network. This is an opportunity to rekindle dormant relationships, keep yourself on a contact's radar and/or to pick someone else's brain about anything that you're interested in.The main barrier to such interactions are typically lack of pre-planning and a surprising lack of knowledge of where your contacts physically reside. Carving out two to three hours to make a map of where your contacts live is an effective way to remedy both problems. Most people have 80-90% of their career-oriented contacts in LinkedIn, with the rest on Twitter or maybe Facebook. With this in mind, creating the map is largely about pulling up your LinkedIn network and going contact-by-contact, with some crosschecking of your other social networks at the end.=There are many different ways to create the actual map, including buying a physical map and using pushpins along with a corresponding key; or creating an Excel document that has major cities in one column, contacts residing in that city in the second column and their contact information in the third column. Any way you go, the point is to have a comprehensive sense of who you know and where they live.Once you have your map, make sure you refer to it frequently, and keep it in mind any time business travel looms on the horizon.3. Conduct a Top Tweets AuditThere are plenty of analytics tools that you should regularly use to make sense of your Twitter habits and results. However, these metrics are only as useful as your ability to interpret them. If you aren't a an analytics whiz, then a simpler approach might work better for you.MyTopTweet.com is an elegant free tool that shows any Twitter handle's top 10 tweets by the number of retweets it generates.Take an hour to look up your top 10 tweets, and write out the characteristics of these tweets as thoroughly as you can. Things to focus on include: subject-matter, use of images, photos, links, hashtags, @mentions, replies and anything else you can think of.If you're willing to go the extra mile, look up the top tweets of someone you want to emulate on Twitter and conduct the same exercise of listing key characteristics. In either case, it's a small sample size, so don't weigh yourself down based on what you find, but use the information to make tweaks to your Twitter activity. You'll be encouraged by the results.4. Quantify Your LinkedIn ProfileWhether you have a job you love or not, it behooves you to build an excellent LinkedIn profile. More often than not, landing your dream job is the result of steady networking over time and not a flash of serendipity.One of the best uses of your time on LinkedIn is spending 30 minutes every six months to quantify your profile. Everyone makes statements about their accomplishments and value on their resume, but HR departments love the people who go the extra mile and back up their statements with data. This isn't as challenging as it sounds, here are a few examples of simple quantification that lends heft to a LinkedIn profile:Spearheaded promotions for a blog launch, which drove 25,000+ views in its first weekNetted 14 new clients, adding $200,000 in new revenue over 18 monthsManaged a team of six across two continentsSprinkling a few numbers throughout your profile will make your resume seem substantive and factual. Don't be surprised to have recruiters jump on these points and ask you about them during exploratory calls in the future.5. Form Your Own Image LibraryIf you're anything like me, then the token picture is the last and hardest thing to finishing a post. It invariably takes far too long to come up with something only halfway satisfying. The truth is that more time, effort and imagination needs to go to the images we use in our social activity.I've found that maintaining a personal image library is a good way to improve in this regard. As I scour the Internet, I always have an eye open for images I like; pictures I can envision a use for in the future. Similarly, I've started keeping a list of images that are worth creating for future use. The cameras on our phones and free tools like Canva, make image creation easier than it's ever been. Even with such tools, if you lack visual imagination your best bet is finding a friend with design aptitude and bribing them shamelessly (nachos for a bit of Photoshop, anyone?).Take a few hours some afternoon to set up your image library (there are tons of ways to set this up--from a Cloud-based option like Evernote to a standard folder set up with Windows Explorer). You'll find yourself growing it steadily over time and turning to it over and over again in the future.
In our fast-moving marketing and digital spaces, social media and online PR continue to gain more significance as the processes of budgeting, reporting and investing in media evolve to reach multi-channel audiences.As a result, it is becoming more important than ever for brands and businesses to distinguish between paid, earned and owned media, as well as understanding the individual parts they can play within a comprehensive marketing mix.We acknowledge that these types of media aren’t new but rather; the approach and prominence of owned and earned media has changed from a dominant focus on paid media with regards to traditional advertising.While all three are crucial for marketing activities, time, money and resources dedicated to each is determined by industry and target audience.Here we have highlighted the key differences between the media types, identifying how each can offer lucrative opportunities to influence customers and fit into your marketing activities, both on and offline:This infographic was pulled together by the Digital Marketing Agency, The Media Octopus.