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Social Lessons: Seize Opportunities, Mitigate Crises, Attract Clients... The Week in Social Media #SocialSkim

by Angela Natividad  |  
February 8, 2013

Like a good how-to lesson? We know we do, and this week is packed with piles of 'em: how to leap at opportunity when it hits the switch, how not to mitigate an overnight social crisis, how to attract clients and advertisers using Pinterest, how to get people excited about "everyday" purchases... and who really won the Super Bowl.

It's all here, and then some. Skim for experience!

The Super Bowl blacked out... but these brands didn't. When the lights went out on the Super Bowl, a few companies thought fast, spreading on-brand social messages that would make a Legal-choked competitor blush. Here are 13 blackout standouts... among which Oreo took the cake:

Who really won the Super Bowl? It was definitely the swanky blue bird. Twitter was mentioned in 50% of Super Bowl commercials, with Facebook in second... at a paltry 8%. Instagram and YouTube tied for third with one mention each. Google+? Not a tweep. Commercials mentioning each medium are also listed: M&Ms, Subway, Bud Light, Samsung, Tide, and even Audi are all team Twitter. (For another viewpoint, see "7 Marketing Lessons (and an Infographic) for Next Year's Super Bowl Advertisers (and You).")

While we're on the topic, here's what a $4M Super Bowl ad could have bought in digital. Print that out for the next time somebody pesters you about unjustified spending.

Applebee's: buzzing badly. Applebee's topped the social buzz charts this week, but not for reasons to call home about. Former Applebee waitress Chelsea Welch used Reddit to post an image of a receipt upon which a client wrote, "I give God 10% why do you get 18" in lieu of a tip. The restaurant and client name were not included in the snapshot, but incensed Redditers managed to find the client perpetrator anyway. Applebee's fired the waitress, precipitating a social hailstorm that, for days, it's been trying and failing to control.

Multiple attempts to explain its side of the situation have failed, as people keep finding evidence of hypocrisy: the kiss of death for any "social" brand. To wit: the company vaunted its strict rules about protecting clients' privacy and identities, but it had previously posted on Facebook a happy client message on a receipt... which, unlike Chelsea's receipt, included the person's full name.

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Angela Natividad is a social media strategist, copywriter, and journalist based in Paris. A Bay Area native and lover of vending machine candies, she co-founded and is a frequent guest on marketing podcast The Beancast. You can follow her on Twitter at @luckthelady.

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