Weekly comms news round up 18/05/12

My weekly pick of comms news curated via @CisionUK. Happy Friday everyone!

How social media is removing the barriers between corporate and consumer brands via @BrandRepublic  Brand Republic (reg. to read)

“There may be some debate about the value of a Facebook fan to Dove, Guinness or Next, but most marketers accept that digital relationship building for brands is now essential to sales and marketing.”

Why Twitter has to innovate to avoid being taken over by @gordonmacmillan via The Wall

“I am a huge fan of Twitter. I should get that out at the start. When it comes to sharing content, tapping into breaking news, and the way it has created a two-way connection between consumers and brands, it is unsurpassed.”

Research shows that consumer brands are ahead of business brands when it comes to Facebook by Phil Szomszor @theredrocket via the red rocket

“With its upcoming float, there’s lots of talk at the moment about Facebook’s value. But what value does it serve to businesses? It’s a theme we explored last week at our Citigate Social breakfast seminar: Facebook for Business.”

The science of social media ROI by @mattrhodes via fresh networks

“Last week I presented at a webinar as part of a series looking at the science of social, focusing on social media ROI and demystifying the confusion that surround it. The problem with social media ROI is that it is so easy to measure so many things that we become overwhelmed by measures. We think that everything is important and that everything is a measure of ROI. It isn’t. And it isn’t. Followers and Likes do not make ROI; moreover they stop us from thinking about the bigger business benefit of social.”

‘Majority of Facebook users do not click on adverts‘ by @Emmabarnett via The Telegraph

“The report, conducted by CNBC and Associated Press, found that 57 per cent of Facebook’s users never click on or engage with any commercial content on the site, with another 26 per cent saying rarely never do.”