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Online Backlash to SOPA and Samuel Adams ‘Hops’ Into Social

Top Story: SOPA/PIPA and the Online Protest

Image via Google

By now, you’ve seen the infographic above and are aware of SOPA/PIPA and the rather voal calls to action from many prominent online companies.  Just in case, here’s a rundown on why many are outraged by the proposed legislation

  • What do they stand for? SOPA is the “Stop Online Piracy Act” and PIPA stands for (deep breath) Preventing Real Online Threats to Economic Creativity and Theft of Intellectual Property Act.
  • SOPA, in the House of Representatives, and PIPA, in the US Senate are both targeting foreign websites that infringe on copyrighted materials
  • The Electronic Frontier Foundation (EFF), one of the major opponents to the bills, argue that “The standard for immunity is incredibly low and the potential for abuse is off the charts.  Basically, sites can be cut off based on “reasonable belief of infringement” – so, event if the claims made against a site end up being false, the site suffers.
  • Supporters of the legislation, mainly in the entertainment industry, feel that the charges brought on by SOPA/PIPA opponents have been blown out of proportion, the definition of infringement is clearly defined, and that the legislation is crucial in protecting their digital assets.

What we found most compelling about the reaction to the two pieces of legislation were the “protests” and banding together of many of the major social and search platforms in the US.  We’ve featured some of the most prominent below (click on images to enlarge):

   

  

   

Under the Radar: Super Bowl XLVI Will Have a Social Media Command Center

If you’re a social media user, chances are you’re posting to your Twitter feed and updating your Facebook status every time you’re watching a football game. And come Sunday, February 5, millions of users will be talking about the Super Bowl via social media, about everything from the players to the score to the commercials to the parking. Parking? Well, yes. The city of Indianapolis is expecting 150,000 visitors for Super Bowl weekend and they’ll be using social media to assist visitors with everything from finding parking to discovering the best the city has to offer.

The city will be setting up a Super Bowl Social Media Command Center today and it will remain in place until after the big game on February 5. The digital marketing agency managing the command center will set up advanced search tools and analytics to determine what fans need help and then will jump in and offer assistance where needed.

We can’t wait to see how the Social Media Command Center will manage to help people during the Super Bowl weekend and if it will set precedence for events in the future. Will all large-scale events begin to follow in suit and work to assist visitors and patrons? While we can see this working really well, we can also see people taking advantage of the increased customer service and getting extra upset when they can’t be helped. You know, like when there isn’t any close-by parking and they do have to walk a mile to get to the stadium.

 

Tool of the Week: Facebook Launches Timeline App Integration Platform

When the Spotify’s Facebook integration first launched, people either loved it or hated it. Some users thought it was fabulous that they could see what all their friends were listening to. And others were not happy that their Facebook friends could get such an up-close-and-personal look at their taste in music (perhaps they were a bit embarrassed?). Well, as of last week, there’s even more activity for you to see across your Facebook timeline. Facebook is now using the “open graph” API to allow developers to create apps that share user activitis on Facebook. From Pinterest to RunKeeper to TicketMaster, there are now close to 80 apps that you and your friends can integrate with your Facebook timeline.

Is this a good thing? Well, it depends on how you use Facebook. If you don’t care what articles your friends are reading, how many miles they’re running, what artists they’re listening to, or what food photos they’re taking, then this app integration will likely just annoy you and clog your newsfeed. But if you do care, or want to share your every move on the Internet with your own Facebook friends, you’ll find yourself loving the app integration. Luckily, Facebook makes it pretty easy to keep the integration shut off and to decide who you actually want to share details with. So, unlike the Spotify integration, you won’t find yourself unknowingly sharing your Justin Bieber obsession with all of your Facebook friends. Phew.

Of course, this is only the start with Facebook’s app integration and it’s likely we’ll be seeing more and more apps join in on the Facebook fun in the future. Before long, we might never have to leave Facebook.com. Which is exactly what they want.

 

Around The Hub: Samuel Adams Beer ‘Hops’ into Social

The Samuel Adams beer company has been the subject of social media scrutiny in the past because of its social media presence, or lack thereof. But that all changed in January, with the brewer launching a Twitter account, blog and crowd-sourced beer creation contest on Facebook.

Twitter: The account was officially launched on January 19th, and between then and the morning of January 23rd they had accumulated over 2500 followers and tweeted nearly 350 times. Almost every single one of their tweets is a response to someone who had engaged them. It looks like they were waiting to get their strategy in line before entering the space knowing they would be inundated and needed to be prepared for it. This was smart because if they had joined without a plan in action they may have ruined their chance at a strong account from the get-go. And as they said themselves…

Blog: Along with a Twitter account came a brand new Samuel Adams Blog. What is extremely interesting about this is the choice of content for the first ever blog post, that was written by founder Jim Koch. For the introductory post on the blog, Koch defended harsh words about Sam Calagione and his brewery Dogfish Head written in a Beer Advocate thread recently.

This demonstrates the tight-knit bond of the beer community, where they value their craft over rivalries with competing breweries. This also shows how fully invested in the social space the company now is, and that they are willing to push out original and possibly controversial topics.

Facebook: Samuel Adams has a decent size fan page (about 134,000 fans) with a fairly strong amount of engagement, but in the past had been lacking any really unique content. This changed when they partnered with Guy Kawasaki to create the ‘Crowd Craft Project’ – a beautifully designed and executed Facebook app that lets beer drinkers help create the next Sam Adams beer.

The app lets you choose different settings for types of yeast, hops, malt, body, clarity and color to create your ideal beer. The app lets each person submit one brew, with the top beer will be announced on February 5th and it being debuted in Austin and Boston in March.

What do you think of the SOPA/PIPA online backlash? Do you have your Facebook timeline yet? Will you be tweeting during Super Bowl XLVI? Tell us what you think of the Sam Adams social strategy? Follow the feedback with #451Labs hashtag and tweet us at @451heat.

Thank’s to @maxesilver, @susie, @halleyalice for contributing to this week’s #451Labs post!

 

451 Labs

451 Labs conducts experiments in creative design, advertising, public relations, digital marketing, media buying, experiential events, and content marketing to give you the inside scoop on the latest in digital marketing.

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