Super Bowl ads are highly anticipated and costly. It is estimated that just buying the time slot for a 30-second spot for Super Bowl 50 would have set you back around $5 million U.S. And then there are production costs, which are estimated to be up to $10 million U.S., depending on the commercial.

The halftime show is another big element. This year, Coldplay was listed as the headliner, and then Beyoncé and Bruno Mars were added to the playlist – all high-profile entertainers with huge followings.

The reactions on social media to the ads and the halftime show are a perfect example of how the world communicates and how reactions have changed. Some people absolutely loved a specific commercial and others really hated it. They shared their opinions all over social media, which were then picked up, retweeted or shared by others – including traditional media.

Some loved the halftime show; others slammed the performance and Beyoncé specifically – saying it was an attack on police officers. And that was also shared and retweeted – creating a pretty heated discussion about what she was trying to communicate.

Anyone with an opinion – whether you think that opinion is right or wrong – can speak out on social media. And, while Super Bowl 50 was a huge event and your organization might not have that kind of following, it is important for any organization to realize that someone, somewhere might not like what you are doing – and someone, somewhere else might love it. And they might be sharing all of this all over the Internet.

Opinions like the ones being shouted out on Twitter, Facebook and other social media sites on Sunday night used to be contained amongst the person’s friends and family – or perhaps those sitting next to them at the local pub. But now those opinions can find a global audience – and depending on how you respond or don’t respond, this can impact your brand.

The AHA Moment

It’s important to: a) know what is being said about your organization; and b) be prepared for both positive or negative conversations. The positive comments are of huge value and acknowledging them can help you build strong relationships with influencers and potential brand ambassadors. The negative comments are equally important – especially if the discussion goes beyond opinion and the information being shared is inaccurate, misleading or an attack. Depending on the circumstances, responding isn’t always strategic, but you need to know what is being said before making that decision.

It’s important to know what conversations are being held that either talk about your organization or brand, or that impact your industry – and it’s crucial that you understand how to respond effectively.