In brief: NCAA, Opening Day in social media

In other news: Women on 20s ... Big ad bucks for Facebook ... Who wrote Don Draper's ads?

From the Campaign family:

Instagram scores for NCAA March Madness. (Direct Marketing News) Though Twitter fielded the most posts about March Madness and Facebook accounted for the most engagement, Instagram provided the most productive offense for brands on social media during the NCAA men's basketball tournament. Tracking 200 brands across two weeks, Origami Logic found that Twitter accounted for 71% of all posts, followed distantly by Facebook with 17%. But for engagement, 60% happened on Facebook, only 13% on Twitter — and 27% on Instagram, despite the fact that branded posts on the photo site numbered only about a 10th of those posted on Twitter.

Hostess was just kidding about Opening Day "touchdown." (PRWeek) Hostess was joshing with its real-time Opening Day tweet, which included a picture of two cupcakes designed to look like baseballs with the text "touchdown." The gag went over the heads of many social media users, with some questioning whether the brand knew what sport was beginning its season on Monday — including Sports Illustrated.

Around the Web:

Facebook: 75% of social ad spend in 2014. (Marketing Land) Facebook’s status as king of the social hill shows no signs of slippage. In 2014, the social network pulled in 75% of total advertising spending on social networks, according to a new report by Boston-based Strategy Analytics. Facebook accounted for $11.4 billion of the $15.3 billion market for social media advertising, a market that grew 41% in 2014, according to the report. Twitter, which earned $1.2 billion in ad revenue in 2014, had 8% of the share. The report predicts that the total social ad market will hit $19.8 billion by the end of this year and $24.2 billion by the end of 2016.

Putting a woman on the $20. (Adweek) Rosa Parks. Eleanor Roosevelt. Shirley Chisholm. These are just some of the 15 candidates put forward by "Women on 20s," a grassroots campaign seeking to have a notable woman grace the $20 bill. But just how likely is it that the ongoing viral campaign would impact the face of U.S. currency? According to analysts, the question isn't if, but when, the change will happen.

Behind Don Draper's ad copy. (Associated Press) Lucky Strike cigarettes, Kodak Carousel slide projectors, Burger Chef, London Fog raincoats: These vintage products are part of the culture of "Mad Men," which let its audience experience them anew through the ads brainstormed by advertising whiz Don Draper and his colleagues – ads that in truth were conceived by show creator Matthew Weiner with his fellow "Mad Men" writers as they fashioned each script. As the final midseason premiere, Weiner recounts the highlights of thinking like a Mad Man.

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