If social media has finally gone mainstream, where was it during the Super Bowl? It wasn't visible in many of the spots. With Facebook passing the 400 million user mark and so much of the buzz about the ads happening on Twitter, you'd expect more social media love from the ads. Instead, the Web site URLs at the end of the spots tended to go to the advertiser's main site. Where were the callouts to become a fan, follower, or friend? Here are ten reasons why social media wasn't front and center during the Super Bowl ad

Now here's a question that, surprisingly, turns out to be more than rhetorical: Is it OK for blogs to get rid of comments? This is not rhetorical because Engadget has just done it, at least temporarily.

Everything you need to know about social media measurement was covered in 45 minutes at MediaPost's OMMA Social event in San Francisco last week. OK, that's not entirely true, but the five panelists I had the honor of moderating covered a lot of ground. They probably could tell you everything that matters -- if you gave them just a little more time to do so. Instead of trying to rehash the session, I'm letting the panelists share their thoughts in their own words, below....

Take my iPad, please! Not that I have one to take. But do you ever feel like you know everything about something even though you've never actually seen it in real life? That's how I'm feeling this morning after perusing my usual round of news sites, blogs and tweets. I know everything about the iPad... or wait, do I know nothing at all? Even though the iPad has taken over my media world?

I have a confession to make: I'm addicted to location-based mobile social networking applications. I've been playing with eight of them lately. To bring them to life for those who aren't actively using them, I've paired each app with a celebrity that personifies it.

I've been spending a lot of time, probably too much, over these last few days perusing the fiasco that is the dumping of Conan O'Brien from "The Tonight Show."

If you want to make yourself just a little queasy, have I got the read for you: it's Vanity Fair's ode to "America's Tweethearts," six women who, if the picture of them is any guide, tweet while wearing only tightly-belted trench coats and high heels.

Is the Consumer Electronics Show a social media event? Hardly. Any event that dedicates a few football fields of floor space to iPod accessories isn't entirely about social. But there is a big social side to it that comes up in several ways, if you know where to look.

As usual, I've been spending way too much quality time mulling over something only the readers of this column, and yours truly, might care about: Vitrue's second annual list of the top social media brands. After looking it over from the iPhone (#1), to Comcast (#100), here's what I've decided: that, as it always does, sex sells -- in this case, because it socializes.

Have you shoveled any of your consumers' driveways lately? Just about everyone but Newark, N.J. Mayor Cory Booker can put their hands down. Booker, savvy enough to get some positive ink for Newark, is not a bad role model for marketers. As Mashable reported yesterday, New Jersey radio show host Ravie Rave tweeted that her 65-year-old father needed help shoveling snow, and Booker promptly responded, saying he would "get 2 his Driveway by noon. I've got salt, shovels & great volunteers." The story went on to make headlines on CNN and elsewhere.