Twitter may go public sometime in the next two months, sources say, with Goldman Sachs likely to lead the initial public offering. The social network reportedly is seeking a credit line of as much as $1 billion ahead of the IPO — a standard practice intended to help smooth over any pre-IPO jitters, but one that might also allow the network to make additional acquisitions to increase its appeal to investors. New York Post
Edelman Executive Vice President Steve Rubel recently established a new Web hub on Tumblr — and deleted both his old blogs, along with hundreds of posts he’d written for them. That sweeping act may have been intended to consolidate his Web presence and make him easier to find — but it also risked destroying the search engine optimization Rubel had built up over the years, writes Pamela Seiple. “[F]or small businesses that are trying to make a name for themselves and beat out their competitors on the Web, such a radical move would be ridiculous,” Seiple writes. HubSpot.com
Public relations pros should do their homework before making a pitch to a blogger, media consultant Jason Falls said during a session at BlogWorld. It’s important to understand a blogger’s niche and their personal style, then tailor pitches to meet their needs and be prepared to handle questions about advertising, Falls said. SmartBrief/SmartBlog on Social Media
Glmps, an image-sharing mobile application that is in development, will create a video clip of the action taking place in the seconds before a photo is snapped, its developers say. “It lets you see a little bit of the story behind a picture and it turns video into a fun freeze-frame experience,” writes Marshall Kirkpatrick. ReadWriteWeb.com
Social media and search engine optimization should go hand in hand, Lee Odden of TopRank Online Marketing said at a BlogWorld event this week. No matter how engaging and carefully crafted your social content, Odden says, you still need to make sure your users are able to find you; and, once users find your content, it needs to be engaging enough to retain their attention. SmartBrief/SmartBlog on Social Media
Social buzz is a powerful marketing tool, but it isn’t the “Holy Grail of consumer intelligence” that it’s sometimes made out to be, Alan Zorfas writes. It’s good to know that consumers are tweeting positive messages about your brand, but the deeper question is why they’re doing so. Only by understanding the emotional drivers behind social chatter can marketers create truly effective messages for their brands, Zorfas argues. MediaPost Communications/Marketing Daily
Heineken’s newest ad campaign is being released on its YouTube and Facebook sites prior to being seen as a standard TV spot. The clips have already been viewed more than 4 million times. Alexis Nasard, chief commercial officer at Heineken, said the reason behind the campaign is “to think digital at the inception, not as an afterthought.” New York Times (tiered subscription model), The
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