Did you catch Honda’s Matthew Broderick-Ferris Bueller Super Bowl commercial? Some people believe Broderick sold out, while others see the commercial as a hilarious update on an iconic movie character. Either way, with more than 3 million views on YouTube in less than 24 hours, Honda has kickstarted the online conversation and sparked early buzz — around the water cooler and the internet.

This is just one way social media is impacting the Super Bowl watching experience. In fact, according to Shiv Singh, global head of digital for Pepsico Beverages, “Social TV is a massive phenomenon and a critical element of our Super Bowl campaigns.” With 60% of Super Bowl watchers expected to have a second screen — smartphone, laptop or tablet — running, advertisers are hoping to cash in on this massive, captivated audience.

What to Watch For

• The Super Bowl itself — for the first time — has taken a proactive approach to social media engagement and monitoring, leading a Forbes columnist to dub this the “Social Bowl.” From a “get connected” card available at the airport, to a 24-hour, 50-person command center, the Super Bowl host committee is going all out, using social media to deliver a better fan experience during the pre-game festivities and the game.
• Is “checking in” going mainstream? Last year, location-based-service Foursquare experienced a record-setting number of check-ins to the world’s largest, virtual Super Bowl party. This year, social TV app GetGlue, a service that encourages “checking in” for entertainment,  has partnered with NBC to create a special Super Bowl-sticker (there’s even a Coming Soon sticker if you check in early).
• Shazam, which began as a “name that tune”-type app, has been downloaded more than 175 million times. And, it seems poised to be the darling app of Super Bowl advertisers. Shazam recently reported that up to a third of all Super Bowl ads will be “shazam-able.” When viewers shazam an ad, they’re directed to a “branded interaction” — presumably some kind of premium mobile content. The company reports Shazam Social TV campaigns “deliver a 350 percent increase in engagement over ads with a social call to action such as ‘Fan us on Facebook’ or ‘Follow us on Twitter.’” (If you  haven’t downloaded Shazam, make sure you get it before Sunday’s game.)
• Coca Cola’s lovable polar bears will watch — and react — to the Super Bowl game and ads in real time. According to Mashable,

“The two animated bears, one sporting a red scarf signaling his support of the New York Giants, the other wearing a blue and grey scarf for the New England Patriots, will be featured in a microsite, CokePolarBowl.com, that will show their reactions to the game. If the Patriots score a touchdown, for instance, the Patriots bear might raise his hands for the touchdown sign, while the Giants bear will hold his head in his hands.”

• But, the big question remains: Which brands will truly embrace the two-way opportunities inherent in social TV by interacting, responding and encouraging conversations from their own social channels during the game? If companies encourage viewers to connect via Facebook and Twitter, I hope the brand’s social media team will interact with people throughout the game, whether it’s about their commercial(s), the game or other related topics.

When it comes to social media and the Super Bowl, what are you most looking forward to? Share your predictions in the comments.
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Does it feel like a lot of recent high-profile crisis situations have resulted in the firing of staff? Just ask Joe Paterno. From the outside looking in, the line of thinking seems to go something like this:

Let’s respond to the public outcry (and hopefully minimize the PR damage) by swiftly removing the de facto “face” of the crisis from his/her position of power.

But, who does that actually help or benefit? Of course, someone who broke the law or committed major rules violations should be punished in the appropriate manner (and that sometimes is termination.)

But, is that the right response in every situation? Isn’t there a better response — one that could actually show the organization has learned from its mistakes and is using the opportunity prevent it from being repeated?

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In the wake of the Penn State scandal, another prominent athletic program’s coach has been hit by accusations of sexual misconduct. Long-time Syracuse University assistant Bernie Fine allegedly abused former players. When the allegations initially surfaced, head coach Jim Boeheim told the Post-Standard:

“The Penn State thing came out and the kid behind this is trying to get money. He’s tried before. And now he’s trying again. If he gets this, he’s going to sue the university and Bernie. What do you think is going to happen at Penn State? You know how much money is going to be involved in civil suits? I’d say about $50 million. That’s what this is about. Money.”

As more information becomes known about Fine’s alleged pattern of abusive behavior, there are whispers calling for Boeheim to be fired. Like Joe Paterno, we’ll never know exactly who knew what and when. But, what good happens from firing Jim Boeheim? If he really didn’t know — or even suspect — the molestation, should he lose his job? Terminating Boeheim doesn’t help the victims, nor does it help the current basketball players or broader school community. It also doesn’t stop abuse from happening, or help others in powerful positions know how to spot warning signs.

In crisis, true leaders emerge.

Instead of firing Boeheim, Syracuse University has an opportunity to start a much-needed national discussion. Be a leader. Boeheim has a large soapbox. Require him to receive training so going forward he knows what warning signs to look for to identify potential child molestation, domestic violence or other abusive situations. Then, organize a media tour. Make him available for interviews with ESPN, Fox Sports, Bob Costas, CNBC’s Darren Rovell and other leading sports journalists. Initiate a national discussion. Tell people that abuse isn’t a “private matter.” Remind adults that they’re responsible for protecting kids — even if that means reporting a friend or co-worker.

When I volunteered for a domestic violence organization, I co-facilitated weekly meetings for survivors. That group of women left such a lasting impact on my life; I couldn’t imagine not taking steps to help potential victims if I suspected abuse. But, I also realize most people haven’t had that exposure or training to know how to safely react when faced with those situations. Victims of abuse won’t be helped by firing yet another high-profile coach. But, we can all benefit if Syracuse seizes this opportunity to kickstart a national discussion about spotting and responding to abuse.

With less than a year to go until the 2012 Presidential Election, the campaigns are off and running. But, if you’re tired of political ads already, just wait. According to the Campaign Media Analysis Group, ad spending could hit $3 billion in 2012. For comparison, “about $2.1 billion was spent on television advertising in 2008, up 30% from the previous presidential cycle in 2004. The 2010 midterm saw $2.4 billion in TV ad spending, up 30% from 2006.”

The influx of political ads will leave less commercial inventory available for “regular” advertisers — often, local businesses that typically depend on ads to reach consumers. And that presents an opportunity for PR and social media.

Recently, we had a conversation with a client who relies heavily on television advertising. The business is somewhat seasonal, and for the past two decades, television has driven sales — with great success. 2012 is going to be different. Because of the limited ad inventory available through local stations, the company knows they won’t be able to reach nearly as many people via television ads. Instead, they’re looking for alternative ways to connect with consumers. Enter a smart, strategic PR and social media plan — one designed to pick up the slack during the peak political advertising season. By making plans now to expand the communication toolbox — incorporating email marketing, media relations, events, blogger relations, social media, and targeted online advertising — this company is planning ahead to offset the reduction in “eyeballs” reached by TV ads.

If you’re a business that relies on advertising, now is the time to develop and begin implementing a plan to stay connected with current and potential customers — a plan that accounts for the limited television advertising inventory. Likewise, PR pros have an opportunity to provide some leadership and show how “earned”and “owned” media can be part of the solution.

Photo credit: League of Women Voters California

This week, media is offering countless stories to commemorate the 10th anniversary of the Sept. 11 attacks. On Sunday, it’s safe to assume that will kick into high gear.

But, how does that translate to social media? If you manage social channels for a brand — your own or your clients’ — you may face a sticky situation … something that requires a thoughtful, well-intentioned approach.

How should brands acknowledge and/or commemorate 9/11 via social media? This topic was part of this week’s PR 2.0 Chat (#pr20chat on Twitter) discussion, sparking lots of debate. To continue that dialog, let’s think this through …

First, decide if it’s appropriate for your brand to tie itself to the anniversary. Then, ask yourself again if it makes sense. The 9/11 anniversary is a very sensitive subject, so if your brand appears in any way to be leveraging the situation for commercial gain, be prepared for potential backlash.

If you decide to somehow commemorate 9/11 this weekend via a brand’s social media assets, keep this bit of advice in mind, from the wise Justin Goldsborough:

The tough part is that you can’t just look at intentions. You have to judge how actions will be perceived, which really is PR’s job. [paraphrasing this tweet]

If your company has decided it wants to do something to commemorate this weekend’s anniversary, there are a number of options:

• Post a simple message to honor those who lost their lives.
• If someone in your company was directly tied to 9/11 (eg part of the rescue effort) — and if that person is comfortable talking publicly about the subject — share their story via blog or video post. But, be very careful and respectful. Fine to honor the police, firemen and volunteers who helped. Not so fine to shill your services.
• Share links to volunteer opportunities to encourage people to participate in the “National Day of Service” component.

Some other ideas and feedback from #pr20chat participants:

What’s your take? How will your company or clients acknowledge and commemorate 9/11? What do you think is appropriate? What’s not?

Sunday’s major news story — the killing of Osama bin Laden — sent waves of emotion throughout the country and world. In this real-time world we live in, how are we supposed to react? Should we react? Come Monday, we all reported to work, but what’s the appropriate course of action? Is it business as usual? Or, does this week call for a different approach?

That very issue inspired a lively discussion on this week’s PR 2.0 Chat on Twitter. See the recap here and feel free to leave your thoughts in the comments.

This post is a recap of a question from this week’s #pr20chat, created with Storify. Thoughts on the topic or the tool? The comments are yours!

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My hometown newspaper, The Columbus Dispatch, played a major role in catapulting Ted Williams, the now-famous homeless man with the golden voice. More than a month ago, Dispatch videographer Doral Chenoweth III shot the original video of Ted, which was posted on the Dispatch’s website on Jan. 3. That next day, a Reddit user posted a copy (without Dispatch permission) on YouTube. Thousands of Reddit comments and YouTube views later, and Ted Williams was quickly morphing into an Internet sensation. On Jan. 5, the Morning Zoo, a local radio morning show, even bumped an interview with Snooki to devote more air time to Mr. Williams. On Jan. 6, the national media tour kicked into high gear, including appearances on The Early Show, the Today  Show and Jimmy Fallon. Since then, Ted has received multiple job offers.

It didn’t take long for the video to become a viral sensation, generating 12+ million YouTube views in just a couple of days. The problem — at least for the Dispatch — is that heavy doses of web traffic was going to YouTube, not Dispatch.com. According to Dispatch reporter Randy Ludlow:

Interestingly, this Dispatch.com version of the video includes sharing functions — including the HTML to embed the video as well as sharing to Twitter, Facebook and MySpace. However, this version of the video does not include those sharing items. (Note: I’ve contacted the Dispatch in an attempt to confirm when the sharing features were incorporated. I will update this when I receive a response from the Dispatch.)

The Dispatch filed a copyright claim with YouTube, which resulted in YouTube removing the video — and erasing millions of views and hundreds of comments in the process. It seems the Dispatch hopes to ride (and capitalize on) this wave of attention by directing all web traffic to Dispatch.com.

However, this raises questions about modern-day journalism challenges: Would “The Homeless Man with the Golden Voice” have become a national sensation without social media? Probably not. Would this video have been viewed, shared and discussed so frequently without the prodding of the Reddit community? Not as likely. Would the video have seeped into pop culture if it was only available on Dispatch.com, or did YouTube enhance the viral nature of the story?

Long-time media critic Jay Rosen offered his thoughts on Twitter this morning:

If we assume that the story wouldn’t gone viral without social media — and consequently wouldn’t have captured the attention of national, traditional media outlets — I have to wonder why the Dispatch would pull the story from the very channels that helped it catapult to Today Show-levels. Presumably, traffic to the Dispatch’s website spiked as a result of the national media coverage and high volume of online chatter. But, now that the story has gone viral, the Dispatch wants it off YouTube?

Newspapers across the country are struggling to turn a profit. Clearly, the business of journalism is very different today than even just a decade ago; however, this is a prime example of why it’s critical for traditional media to embrace (and benefit from) social media. As the golden voice videographer noted in an online chat earlier this week, “It’s expensive to produce this type of journalism, and although it does appear on our website, it’s ripped by people posting on YouTube and we don’t get the ‘clicks’ to show our advertisers.” The challenge then becomes, how can traditional media monetize a stronger online presence? A growing number of traditional media outlets are leveraging social media as a means to support the evolving business model.

A “Golden” Learning Opportunity

Looking at this as a learning opportunity, let’s discuss some ways traditional media outlets can protect their content while still capturing online attention:

• Create a YouTube channel. As Jay Rosen noted, you can’t control what goes viral … and what doesn’t. So post all videos on a branded YouTube channel. Maybe even add a something to the beginning or end of each video with a link to the Dispatch website. The YouTube Partner Program can potentially be a revenue generator. Get really interactive and create “hypervideo” — incorporating hyperlinks throughout the video to take viewers back to the Dispatch site. Something like klickable.tv can help with this.
• Encourage and train journalists to interact on social media sites. By creating interactive, two-way conversations, journalists can help drive traffic to the main site. (This does not mean simply auto-tweeting a link  to the latest articles. That’s an example of what not to do.)
• Embrace multi-media … but not just on your own site. For example, create a videocast (see: New York Times TimeCast); host a podcast to discuss the latest news; follow NPR’s lead and share photos on Instagram (or a similar service) to give audiences a behind-the-scenes look at the news.
• Get smarter about mobile … and quick.
• Integrate Facebook — and not just a “Share this on Facebook” link. Perhaps look at how Huffington Post “socialized” its site and borrow a few ideas from them.
• Create “Web 2.0″ sites. Far too many newspaper websites are still very static — nothing more than links to stories, photos and videos. Why not incorporate some real opportunities for interaction? Even something as simple as letting users vote stories up or down would be a good start.
• Think digitally. During a shooting in Orlando, the Sentinel leveraged social media, including Twitter lists, photo galleries and URL redirecting, to keep readers informed and to disseminate updates.
• Research opportunities to incorporate hyper-local news and location-based services. The Cincinnati Enquirer is already experimenting with this concept.

Just some unsolicited ideas off the top of my head. Decreasing newspaper circulation isn’t a new problem; however, traditional media outlets need to master digital communication — and sooner, rather than later. If not? They may miss the next “golden” viral news opportunity.

Author’s Note: I have contacted multiple people at the Columbus Dispatch to get their perspective on this story. If/when I receive a response, I will update this post accordingly. This is my hometown newspaper, so I think it’s a shame to see the paper’s handling of the video being discussed in such a negative light — especially after they uncovered such a fantastic, positive story. Hopefully, this is a minor bump in what is otherwise a story with a happy ending.

UPDATE 1: About an hour after my original post went live, the Columbus Dispatch created a YouTube channel and uploaded the video.

UPDATE 2: The Columbus Dispatch posted a statement on its blog, which you can read in its entirety here. I’m no SEO expert, but I find it intersting that they didn’t use any of the likely-to-be-searched key words in the URL or headline. Either way, an excerpt from the post:

Our video was posted on dispatch.com January 3. When an unauthorized person posted the video on YouTube January 4, it was done in violation of The Dispatch Printing Co.’s copyright. YouTube was asked to remove the copyrighted video and redirect interested parties to the original video on dispatch.com. On January 6, YouTube removed one of the unauthorized videos, but did not include a link to the original video.

At no time was The Columbus Dispatch trying to prevent anyone from seeing our video. In fact, it has remained available since it was originally posted to dispatch.com. It has also been reposted on YouTube under our copyright.

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In PR, we joke about being “always on, always connected,” but the truth is, most of us don’t work in a 9a-5p environment, and we’re rarely 100% disconnected. Which presents an interesting situation around the holidays, right? So, inquiring minds (me!), want to know: Will be checking email during the holiday break?

Whatever your answer, I’d love to hear your advice for PR people who are struggling to balance the need to be connected vs the need to step away. Thoughts?

Veterans Day is my brother’s absolute favorite holiday. More than his birthday, more than Christmas, more than Election Day (my favorite!) That’s because my brother is a veteran of the 82nd Airborne. During his four-year stint with the army, he served three tours of duty in Iraq and Afghanistan. My brother doesn’t talk about those experiences very often, but clearly no one should see the things he saw … or experience the things he experienced.

Veterans of our military sacrifice their innocence, time with their friends and family, their bodies and sometimes their lives to protect this country. Regardless of your thoughts on war, we’re all indebted to our troops. That’s why my husband and I created “Why We Celebrate” this past summer, to honor the military during Veterans Day. And, why we’re so proud to partner with the VFW Foundation this month on their “Return the Favor” campaign. The idea is simple: Take a couple minutes to share a thank-you note on the Foundation’s virtual wall. Follow this link, and then click the red button in the corner to write your note of gratitude. The goal is to collect 1100 letters. As I’m writing this, we’re nearing 300 — a good start, but there’s still a lot of work to be done.

But, we shouldn’t just honor active-duty or retired military one day a year. With that, there are 10 ways you can show your appreciation year-round:

1. Join the Soldiers’ Angels “Adopt a Veteran” program. Commit to sending one letter a week and one care package a month to a soldier deployed overseas.
2. Say thank you. Those two words are so simple, but carry so much meaning. See someone wearing his/her uniform? Go out of your way to make sure they know how much you appreciate their sacrifice.
3. If you’re not comfortable walking up to someone out of the blue to say thank you, be anonymous. When you see a uniformed soldier in the airport eating a pre-flight meal, track down the waitress and offer to pay the tab. I’ve done this a number of times. No one other than you and the waitress needs to know, but the soldier will definitely appreciate the gesture, and you’ll feel good knowing you did something to help.
4. Support businesses that support veterans. Today, restaurants including Applebees, are offering free meals for veterans. Patron those establishments throughout the year and thank the manager for supporting vets.
5. Visit veterans in the hospital. The Kansas City Chiefs visited the local VA hospital this week. You don’t have to be a football star to deliver a little cheer.
6. Be a good friend/neighbor to the families of deployed military. When my brother was overseas, it meant the world when someone would ask me how he was doing … or when our church would add him to the prayer list. Just knowing that someone else was sending good vibes was comforting. If you know a family with brother, son, wife of mother serving overseas, invite the family over for dinner. Shovel their sidewalks. Mow the grass. Do something to pitch in and help.
7. Volunteer at a local VA Center.
8. Support veterans transitioning to civilian life. Going from the military world back to the “real world” can’t be an easy transition. One of my former clients created a program to help veterans re-enter the workforce. Can your business assist veterans as they ease back into day-to-day civillian life?
9. Support the VFW Foundation. Today, they’re hosting a virtual wall, but they provide services year-round. One of my favorites is the VFW Operation Uplink program, which offers free phone time to deployed military so they can call home and talk to their families.
10. It’s your turn: How will you commit to doing to honor veterans today and throughout the year?

Please remember to take a moment to leave a thank-you note on the VFW Foundation’s “Return the Favor” wall.

UPDATE 1: My sister-in-law just told me that she donates her free drink coupons from Southwest Airlines to military on the airplane or in the airport. Another easy way to show appreciation!

Update 2: Matt LaCasse works for the Boys & Girls Club of Western Missouri. To support today’s campaign and celebrate Veterans Day, they made a tribute video. If you watch one thing today, make it be this. There’s nothing like a bunch of 3rd and 4th graders to remind us why this holiday is special.

This past summer, you may recall a campaign my husband and I created a campaign called Why We Celebrate, designed to honor the troops during Independence Day weekend. It exceeded our expectations, and now, we’re back, ready to celebrate Veterans Day. But, there’s a twist: We’re partnering with the VFW Foundation on a month-long campaign to collect virtual thank-you notes.

For this campaign to really be successful — and to make sure active-duty and retired military understand the depth of our gratitude — we need your help. We’ve created a virtual “wall” on the VFW Foundation’s site. Now, we need your thank-you notes. You in?

Participating is simple:

• Tweet your gratitude using the #WhyWeCelebrate or #ReturntheFavor hashtags. Those messages will be pulled into the wall.
• Write a blog post and share the link on the wall. (When you get to the wall, you’ll see a red button on the left that says “Add Your Post.”
• Upload a video or photo to the wall.
• Share the Return the Favor video message.
• Share photos, videos and memories on the Why We Celebrate Facebook page
• Make a tax-deductible donation to support the VFW Foundation’s programs and services. Just $10 allows 25 servicemen overseas to make a phone call home to their loved ones.

This cause is personal for me. My brother served in Iraq and Afghanistan as a member of the 82nd Airborne. I bet many of you, too, know someone connected to the military. Think of the sacrifice they made. Now, can you spare a couple minutes to return the favor and post on the VFW Foundation’s thank-you wall?

While the news coverage may have died down a bit, the Gulf Coast is still suffering, especially the fishing families. Instead of relying on the government or BP to “fix it,” a group of people — including Geoff Livingston and the Citizen Effect team — have organized a national day of action on August 25, aligning with the fifth anniversary of the week of Hurricane Katrina. According to gulfcoastbenefit.com, the #CitizenGulf National Day of Action “seeks to help fishing families affected by the BP oil spill find a new, more sustainable future by providing education resources for their children.”

The effort focuses on three simple calls to action:

• Attend
• Donate
• Vote (for a Pepsi Refresh grant)

Illustrating the true power of online communities, #CitizenGulf is partnering with Social Media Clubs around the country to activate a diverse group of people and touch a number of “niche” communities — not just the “techies” or the “nonprofits.” On August 25, events are being planned in more than 15 cities — from Boston to Honolulu … from Detroit to Houston. Plus, there’s still time to create your own event. From Geoff’s blog:

The primary Citizen Effect beneficiary is Catholic Charities of New Orleans. They have created a means for you to help the children of fishing families with better education resources via the After School Assembly program. This is so they can find a new way of life if they choose to do so. All money sans credit card transactions goes directly to this program.

#CitizenGulf makes it very simple for anyone to be part of meaningful change — not just talking about how bad we feel for fishing families, but actually acting to assist them. A blueprint for social media success, the effort began with a fact-finding mission (publicly documented via iReport and Twitter, among other channels). Based on this research, a strategy was developed to offer simple ways for anyone to get involved. (It doesn’t get more simple than “attend, donate, vote.”) Plus, the campaign includes measurable goals — most notably a specific dollar amount and a target number of participants. Then, the team identified the tools that would most effectively facilitate the campaign and communicate the message.

For nonprofits and cause marketers trying to understand how to leverage social media to inspire change — not just to amass fans or followers — look to this campaign for some valuable lessons. In the meantime, don’t forget to attend, donate or vote on August 25 to support #CitizenGulf.

Photo credit: Citizen Gulf

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