What the Super Bowl and marketers can learn from socially savvy sports fans

While sports fans eagerly await who will win the 2012 Super Bowl and look forward to diving into chips and a Frito Pie or two, marketers are eager to see who the winners (and losers) are on the social media front. Clearly big brands want to make sure their (estimated) $3.5 million investment for a 30-second spot pays off, but how do they go beyond the 100 million audience to cultivate new and engaged fans via social media after February 5th?