Content, SEO and social media news: weekly round up – 15/02/2013

78% of Fortune 500 companies are using content marketing

New research from Clickz.com has shown that 78% of Fortune 500 companies (500 of America’s largest corporations) are using content marketing to enhance their business. However, only 25% of those users are using their content for data capture. Whilst the companies are clearly aware of the benefits that content marketing can bring, by not implementing a system to collect the email addresses of their prospective clients they are missing out on a key opportunity to expand their database. As Mathew Sweezey, the author of the research, explains, “It is good to see companies with large budgets adopting leading edge technologies … [however] their large size seems to be affective their ability to be nimble in adopting new techniques that go hand-in-hand with these tools.”

Facebook sued over ‘like’ button

Rembrant Social Media has claimed that Dutch computer programmer Joannes Jozef Everardus Van der Meer patented ‘like’ and ‘share’ functions as early as 1998 – six years before Facebook was launched – and is now suing the social media giant over the infringement. Although Van der Meer passed away in 2004, Rembrandt Social Media now hold his patents, and are arguing that “The way the patent laws work – and have worked for 200 years – is that when someone uses it, whether intentionally or unintentionally, the owe a reasonable royalty.” Tom Melsheimer, the attorney representing Rembrant Social Media, commented: “We believe Rembrandt’s patents represent an important foundation of social media as we know it, and we expect a judge and jury to reach the same conclusion.” Facebook has so far declined to comment on the case.

Humour is key for corporate tweets

Speaking at Bite’s recent Empty 13 event, Twitter’s UK director Bruce Daisley revealed the importance of using humour in your 140 character messages – especially for brands. According to Daisley, “The challenge for any brand is thinking about how they can establish a friendly relationship with people. They need to provide value and substance but with a human tone.” He went on to highlight great examples of how some companies have already tickled their customer’s funny bone – for a full selection (and a Friday afternoon chuckle!) check out Econsultancy’s summary of the event.