Yesterday’s conversations around the water cooler have been replaced by internet-based commenting and connecting after a major broadcast media event like the Super Bowl. The ephemeral becomes digital, and marketers have yet another opportunity to interact with the audience, if they can figure it out.

Link: iMediaConnection: Generate Post-Bowl Buzz by Pete Snyder of New Media Strategies

Today, the broadcast itself is just the beginning. Many advertisers now realize how short-sighted it is to spend millions to produce and broadcast a 30-second Super Bowl spot without investing in a detailed plan to capitalize on post-game efforts online and offline. Simply posting an ad online and hoping to draw eyeballs to your corporate site in an “if you build it, they will come” strategy is yesterday’s news. Today, smart brands and advertisers understand the importance of taking ads and messages directly to where millions of people live and breathe online. In the blogosphere, online chat rooms, message boards and communities, you can measure how much and how broadly consumers, activists, investors and others are talking about your ad and even virally passing it around.