How This Digital Agency Is Cashing In on a New Kind of Celebrity EndorsementTheAudience is connecting brands and customers across social media platforms via influencers.

Three days after time expired on Super Bowl XLIX, Oliver Luckett still can't wrap his head around how badly they blew it. His frustration has nothing to do with the Seattle Seahawks snatching defeat from the jaws of victory and everything to do with halftime-show headliner Katy Perry's failure to exploit her moment in the spotlight to connect with fans via social media.

In the hours leading up to her performance, which drew a record 118.5 million U.S. viewers, Perry tweeted only three times to her 65 million Twitter followers. Other social platforms got no love at all.