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A look at how lobbyists are beginning to leverage social media tools for grassroots lobbying and coordinated public comment campaigns.

"Social media blogs complain about too much advertising on NBC's Vancouver Olympics. And yet NBC has released new viewer data showing that in virtually every single category - including brand recall, engagement, and other marketing metrics - numbers are up for advertisers who bought into the winter games. Viewership is up right now, too: some 25% higher than the 2006 games in Torino, Italy."

Facebook is denying it illegally breached the privacy of its users in a proposed $9.5 million settlement to a class action challenging its program that monitored and published what users of the social-networking site were buying or renting from Blockbuster, Overstock and other locations.

Google responds to privacy concerns with new social-networking tool Buzz.

"TV's Twittercooler dividend suggests one thing for old-media folks wrestling with the problem of new media: don't look at it as a problem. Social media have turned the world into one big living room. The future belongs to those who pull up a chair."

Pepsi decided to pay millions for an online ad campaign that would "engage and interact with customers for months" rather than pay millions for 30 seconds of ad time during the Super Bowl. They also got a ton of free advertising from news agencies who reported on this decision.

Sponsors are looking to generate buzz for ads through social media, hoping to repeat the success of Super Bowl advertisers who expanded their audience by using social networking sites to spread ads.

"Of the 81 percent of states surveyed that use Twitter, 83 percent of them use it to relay traffic incidents, while 80 percent use it to relay road closings and 63 percent use it to communicate emergencies such as hurricanes and tornados. Other information released by state DOTs on Twitter include referrals to Tripcheck and new video updates, fires, accidents, construction projects and delays, press releases, state responses to the Recovery Act, air quality, transit information and 511 information. "

On Tuesday, Google introduced a new service called Google Buzz, a way for users of its Gmail service to share updates, photos and videos. The service will compete with sites like Facebook and Twitter, which are capturing an increasing percentage of the time people spend online.

YT is out to increase the amount of time that viewers spend on the site, which is currently 15 mins per day. They spend 5 hrs per day on TV, so YT execs see that as their main competition. How to make YT viewing experience more like TV? More sticky? Need to generate new models for search suggestions ("discovery," a la Netflix and Amazon, or social media, a la Facebook). Also need to explore models for pushing content, Amazon.

The "OFFICIAL Zoo World PLAYERS UNION" is an unofficial group according to RockYou, yet it appears true that Jason McDonald has been meeting with RockYou execs on behalf of players to negotiate changes.