Our Super Bowl-related submissions continue to roll in, and today, we veer from the party scene to the social one as Brian Cavoli, an MPG/Carat alum who currently serves as director of marketing at WOM shop BzzAgent, discusses social media measurement come game time.

Social media gets a lot of attention this time of year. Early in January, every social media guru shares predictions for the year about what’s ahead for Google+, Facebook and the next great social sensation. Now at the end of the month, Super Bowl advertisers take over with talk about video contests, ad hashtags and Facebook games to extend the life of their message beyond their 30 seconds of glory in the big game.

30 seconds during the Super Bowl goes by fast and it can be easy to miss. Especially if nature calls, or if a chipful of con queso dip spills on your friend’s new sofa (sorry Steve). Advertisers need to make sure their 30 seconds are memorable. But being memorable is hard. Looking at Nielsen’s Top 10 most-recalled Super Bowl ads for each of the last four years shows just how little people remember.  Just four companies – Doritos, Budweiser, GoDaddy and Pepsi – made up 75 percent of the memorable ads during this period. That’s tough competition, kinda like the New England Patriots of advertisers.

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