Social Media This Week: December 19, 2008

"Social Media This Week" will be taking a break over the Holidays. Our next week in review will be posted on January 9, 2009. Seasons greetings from all of us here at com.motion.

You Got Served – Over Facebook?

The news: The Capital Territory Supreme Court in Australia has approved the use of Facebook to serve legal documents. An Australian couple, who were unreachable via e-mail and their home address, had defaulted on their home loan. The bank used a law firm called Meyer Vanderberg to contact the couple. After several attempts to reach the unnamed couple, Attorney Mark McCormack, asked the Australian court for permission to serve the papers electronically to the couple over Facebook.

Key question: What’s next? Marriages in Second Life? Oh wait. That’s been done.

Holiday Party Excuse Generator

The news: For years, physical holiday cards were considered a standard gesture between companies during the month of December. For the past couple years, e-cards have been the trend. In a somewhat cluttered holiday card giving season, organizations may find it difficult to have their greetings stand out to their clients and potential clients. Two years ago, Enlighten created a viral marketing hit called the Holiday Party Excuse Generator to send to their network rather than the traditional holiday greeting. On the site, consumers can create tongue-and-cheek excuses about why they are unable to attend one of the holiday parties they’ve been invited to. Enlighten didn’t promote the site this year, but the excuse generator gets a spike every year.

Key learning: The best viral campaigns get timing right. They involve a sense of urgency, but many are also timeless.

JC Penny Puts Men in the Doghouse

The news: Late in November, JC Penny launched a five-minute online video where a woman takes her husband and puts him in the doghouse in the backyard after he buys her a vacuum. When the character falls into the basement of the doghouse, he is greeted by men folding laundry and drinking chai lattes while a stern woman over a loud speaker is saying things such as “express your feelings” and “help with the cooking.” The video has been viewed more than 1.7 million times and has driven a ton of conversation (positive and negative) in social media as well as traditional media. On the “Beware of the Doghouse” website, women can send their significant others gift “warnings” over e-mail or Facebook.

Key learning: The best viral campaigns involve really good creative. And that may cost a whole lot more than a TV ad supported by paid media. After all, consumers are choosing to watch this.