Today, a recent Supreme Court ruling (HERE) paved the way to lift the ban on Corporations making independent campaign expenditures for political advertising in books, films and other media. Regardless of how you stand on the issue, for us in the mobile world, this can provide an additional opportunity to [...]]]>

Mr. Franklin Goes to Washington

Today, a recent Supreme Court ruling (HERE) paved the way to lift the ban on Corporations making independent campaign expenditures for political advertising in books, films and other media. Regardless of how you stand on the issue, for us in the mobile world, this can provide an additional opportunity to create great gains and showcase the value of mobile.

A recent AdWeek article (HERE) suggested that political advertising will hit $3.3 billion in 2010, an 11 percent increase over 2008. Broadcast TV will reap the lion’s share at $2.2 billion (or 67 percent of the total), with $2 billion going to local TV, $150 million to cable and $50 million to network TV. Direct mail will get $650 million (or 20 percent of the ad spend), followed by radio at $250 million (or 8 percent) and newspaper at $95 million (or 3 percent). Outdoor and the Internet are forecast to reach $55 million and $50 million, respectively.

Now, while it may seem paltry, mobile (SMS, WAP and APP) can be used to bridge all of those expenditures together and will probably account for a portion of the estimated $55 million in internet advertising. While it is amazing that a venue like direct mail will get $650 million in an era where “green is king”, mobile is slowing showing that it is more than just a tool for selecting the best American Idol, it can be a tool for getting the message out while reducing waste.

First, the Crimson Tide placed a mighty stomping on “The School That Shall Not be Named” and proved that team sports means just that, not relying on one person.

Next, after a thrashing the [...]]]> As a married Texan and graduate of Texas A&M, nothing filled my heart more than a few items that occurred over the weekend.

First, the Crimson Tide placed a mighty stomping on “The School That Shall Not be Named” and proved that team sports means just that, not relying on one person.

Next, after a thrashing the week prior, my beloved Dallas Cowboys yet again spanked the Philadelphia Eagles and proved that great teams can make great mistakes (especially in December), but it is all about the recovery.

Lastly, I was out at dinner with my wife and she told the world that she had on Victoria Secret’s Black Lace.

All three items have one thing in common – social media. During the BCS game, I was watching the game while talking iSmack to my Longhorn friends back in Texas. During Saturday’s Cowboys game, I cheered along with my Texas kindred spirits while giving my Philly friends an iWedgie. My wife’s “ladies room” chat about breast cancer and the colour of her undies was had by thousands of women across the internet. Facebook played a major part in all three phenomenons, but more importantly, only a small amount of people where in front of their desktop participating in these activities.

It was all via mobile.

Social Media truly became “social” when people realized that they can actually take the net with them away from their offices and desks.

Many articles (leep.it) talked about the Breast Cancer Facebook meme as a viral phenom that was more slacktivism that activism. An example from NPR observed:

One participant indicated that “I changed my status, but I don’t know anything more about breast cancer or how to protect myself against it. Now all my Facebook friends just know the color of my bra”.

The major news stations, MSNBC, NPR and other traditional and nontraditional media outlets did help raise awareness by simply talking about the occurrence. I found it also telling that the meme was carried more via Facebook than Twitter, considering a recent Harvard Business School study (leep.it) that found that on a typical online social network, most of the activity is focused around women – men follow content produced by women they do and do not know, and women follow content produced by women they know.

Advertisers, politicians and single guys should take note. Advertisers should also note that the study found that, the top 10% of prolific Twitter users accounted for over 90% of tweets. On a typical online social network, the top 10% of users account for 30% of all production.

It is amazing that social media has the ability to make an idea spread, a la Seth Godin (leep.it), and it is also telling that in this instance, mobile will be the “first screen” to connect our society — whether they are using Facebook, Twitter, or any other venue.