for the first time, social channels drove mainstream reporting

For the first time, social channels drove the broadcast, cable and print news cycles and were repeatedly sourced for content and tone. Big brands soared to the top of mainstream media reporting in February as a combination of unrelated events underscored the importance and immediacy of social engagement.

Consumer brands Oreo cookies and Maker’s Mark bourbon both got a thumbs up for their conversation handling. Oreo’s reaped a whirlwind of p.r. goodwill for their initiative during the Super Bowl partial blackout, while MM parent Beam quickly did an about face after announcing a change in the whiskey’s formulation.

Those examples contrasted with Carnival Cruise’s headlines for a different reason, and who knew that President Barack Obama’s State of the Union address and the Republican response would offer a gold-plated opportunity to score huge headlines. Unfortunately, not everyone is up to the task of monitoring, let alone responding, to social media’s powerful audiences. Read more here.