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Will We Ever Ditch the 'Second Screen'?
By: Christine Geraci
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Check out this awesome post by Jason Keath on Coca-Cola's fully integrated social media marketing effort for the Super Bowl. 
This effort — integrating Twitter, Facebook, YouTube, digital ads, and mobile — will enable anyone to follow the action in the big game...with Coca-Cola's famed polar bear characters. It's being billed as the ultimate "second screen experience" for viewers who will be following the action not just on TV, but on their mobile phones, computers, and tablets. 
The "second screen experience" concept is nothing new: Social integration is now commonplace at big events such as the MTV Video Music Awards, and on popular shows like "The Voice." 
So here's my next question: When are we going to ditch the second screen?
Will there come a day when TVs just come with ancillary devices that allow you to send and read tweets right on your TV screen? Will you power on your TV and be met not with a default cable channel, but with a login screen for all of your relevant social accounts? 
Rockmelt is a web browser that surrounds a main browsing screen with feeds for all of the social accounts you choose to keep track of. Do you think the same idea could work on a TV? Or, would it be too much: Do people WANT to keep the live (or taped) action and the social action on separate screens?

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About the Author
Christine Geraci is the Social Media/Promotions Specialist at MVP Health Care in Schenectady, NY. Connect with her on Twitter @christinegeraci.
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