3 ways to turn your brand into a social media juggernaut

This article is part of SWOT Team, a series on Mashable that features insights from leaders in marketing, brand-building and public relations.

We all know it pays to have a large social media presence (this is a world where companies pay Kim Kardashian an estimated $20,000 per promotional tweet). But short of buying followers or other forms of subterfuge, how can you organically build a powerful following and become a social media juggernaut?

See also: 3 ways brands can engage with shoppers on social media

For my new book Stand Out, I interviewed technology opinion leader Robert Scoble, who has built a massive social media following, including more than 450,000 Twitter followers, 650,000 Facebook followers and friends and a whopping 6.6 million followers on Google+ Read more...

More about Google, Robert Scoble, Social Media, Business, and Small Business

10 'Sesame Street' moments that prove Maria is the best human

While Sesame Street's most famous characters will always be iconic Muppets like Big Bird, Elmo, and Grover, the humans who live and work on TV's most iconic street are the heart of the show. They lead the childlike Muppets through lessons on numbers and letters, life and love, and provide the winking humor that keeps parents hooked on the show right alongside their kids.

See also: Muppets helps kids get smarter, even if they grow up in tough neighborhoods

But even among those awesome humans, there was something about Maria Figueroa-Rodriguez — played for the last 44 years by Sonia Manzano, who revealed this week that she's leaving the show — that made her stand out. Her commitment to being part of a diverse cast, to teaching Spanish, and to embodying an ultra-competent, empathetic, and very funny Latina woman on TV has made Maria an icon and an ideal for generations of young girls. Read more...

More about Television, Sesame Street, Entertainment, Tv, and Videos

Evernote CEO sets the record straight on finding his replacement

Ask longtime Evernote CEO Phil Libin what he's really good at, and he’ll say it’s brainstorming, developing and evangelizing products

But taking a company public? Not so much

See also: Google's new Photos app vs. Apple Photos vs. Dropbox Carousel vs. Lyve

“In the beginning, I got to do only the things I was good at,” Libin told Mashable during an interview on Wednesday at Evernote’s Redwood City headquarters. “But when you get to a medium size, everyone sort of has to do everything. So I wound up being very shallow but very broad in my responsibilities. That isn’t why I joined.”

The fortysomething serial entrepreneur, who joined Evernote as CEO in 2007, recently — and unceremoniously — made headlines when The Information reported that he was actively hunting for his replacement Read more...

More about Facebook, Evernote, Dropbox, Startups, and Tech

Marisa Tomei is going to play a lesbian billionaire on 'Empire' Season 2

Cookie, meet your new BFF — or your new nemesis.

Mashable has confirmed that Marisa Tomei is joining the cast of Empire next season in the role of Mimi Whiteman, a "demanding venture capitalist who becomes involved in Lyon family drama," according to a character description.

See also: What to expect from 'Empire' Season 2

Whiteman is a Forbes list-level billionairess who "loves hip hop music, social trends, high-end fashion and beautiful women." Because Empire. The character is set to appear on a recurring basis.

The role is Tomei's first regular TV gig since appearing on FX's Rescue Me.

In case you've missed the updates, the smash hit's second season has already enlisted the likes of Chris Rock, Alicia Keys and Lenny Kravitz, with the former already tweeting spoilers from set. Read more...

More about Television, Entertainment, Tv, and Empire

Yelp Is Putting Away The For Sale Sign, Stock Drops 10%

Yelp Inc (NYSE:YELP) decided to call off its previously announced sale, according to a Bloomberg report. The company’s stock dropped sharply following the report, closing down 10% on Thursday’s trade.

What Americans Spend On The 4th Of July

From food to fireworks, Americans will be spending big bucks to celebrate the 239th birthday of the USA.

FTC "Operation Ruse Control" Strikes Again At Fine Print In Auto Ads

A nationwide crackdown on fine print in auto ads continues, as the Federal Trade Commission announced settlements with a couple of Las Vegas dealerships earlier this week. In hundreds of cases across the United States and some in Canada, the FTC and other agencies have been taking auto dealerships and a few related businesses to task for failing to provide adequate disclosures. Typical ads in what the FTC calls Operation Ruse Control feature giant headlines with unbelievably low prices, followed by tiny fine print that explains why those prices are, in fact, unbelievable. That is, if the consumer can find, read, and understand the fine print – which isn't always easy, according to FTC complaints. The latest cases involve two dealerships, Planet Nissan and Planet Hyundai. According to proposed consent orders, the dealerships neither admit nor deny the allegations in separate FTC complaints against each dealership.