Our January event featuring Melissa Simpson and Bonnie Upright discussing their #JaguarsFacts social media campaign at Fionn MacCool's at The Jacksonville Landing was a great success. The weather, the venue, the speakers and the 30+ attendees could not have been more perfect.

If there is one thing I personally learned from this event, it was not to piss off Jacksonville Jaguars fans, especially those with the ambition and social media awareness of Melissa and Bonnie. After numerous misguided, factless and seemingly biased reports from the national media regarding the Jaguars' attendance numbers and rumored relocation, Bonnie and Melissa decided they'd had enough and decided it was time to fight back. As social media veterans and enthusiasts, their weapon of choice was, of course, a #JaguarsFacts "TWITTER BOMB!"

All they needed was a plan of attack. First, a wordpress site equipped with rules, national sports media personalities' twitter handles and a list of carefully-checked Jaguars facts to tweet at media members with #JaguarsFacts was created. Next, they needed a launch date, and it didn't take long for the right moment to strike. Over the course of a week, Jack Del Rio was fired, the team was shockingly sold to Shahid Khan and Jax had a nationally-televised Monday Night Football game. On December 5, 2012, the #JaguarsFacts twitter bomb was launched and the rest, you can say, is history.

The result and what was learned:

-Once something goes viral, you just roll with it. You can't control what everyone says and a lot of times the respectful people will help police and help set the bad eggs straight.

-When you have an idea and are about to institute it, it can be stressful because it might not catch on. You have to do it anyways.

-Make sure all the facts are checked once, twice, and then a third time.

- It worked! Some of the facts were even broadcast during the MNF game.