The week's most relevant content from around the web and why it's important.

April 12, 2013

A recent SocialChorus webinar noted that there are three types of brand fans—enthusiastic employees, passionate customers and social publishers. On ExactTarget’s blog, learn why brands much understand how each fits into their social influence strategies.

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By Erin Lynch

The National Retail Federation estimates that nearly $9 billion was lost by merchants in returns fraud in 2012. Learn what businesses can do to protect their interests.

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Billy McCaffrey at WordStream makes a case that being No. 1 isn’t always the best when it comes to PPC ads.

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By Daniela Forte

Congress has forced the USPS to delay its switch to 5-day mail delivery. Multichannel Merchant outlines what this means for catalogers and mailers.

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By Patricia Odell

7-Eleven has revamped its app to allow consumers to search on a more local level for things like item availability, Redbox locations and even whether food stamps are accepted. The changes are part of an ongoing 7-Eleven plan to get consumers to help improve their mobile marketing efforts.

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By Beth Negus Viveiros

In this Chief Marketer Tip Sheet, learn ideas for improving your direct mail strategy, including tips for better creative, why it pays to get personal and why you can't forget the URL.

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