CNN and FB Win on Inauguration Day

So CNN and Facebook aligned their forces for some refreshing news coverage. Like all of you, I was sneaking coverage of the Inauguration since the early hours. To my surprise, a partnership with Facebook added a new element to CNN's coverage. On the right side of the video, viewers could open up their Facebook profile and watch people's responses to the live events. And of course, they could submit their own comments.

Here is why I think this partnership is a win:

• High Involvement: CNN said they are receiving over 2,000 comments per minute, wowser.
• Exchange: The news is no longer static and CNN allowed viewers to voice their opinion about this highly emotional event.
• Listening: The simple act of letting people share responses show's viewers that CNN values their opinion. The positive responses of this partnership is proof that people appreciate this simple gesture.
  

One final note, advertisers may not be crazy about this open comment format. A Starbucks ad all about the "grassroots" movement was highly booed by Facebook commenters. Apparently, people did not appreciate Starbucks pretending to be a "grassroots" company.
[I have yet to find this ad, but I'll post it if I come across it]


"Change will not come if we wait for some other person or some other time. We are the ones we've been waiting for. We are the change that we seek."

[The 44th President of the United States, Barack Obama]