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What do government agencies, killer whales and mommies all have in common? Why, social media, of course.

Paul Vogelzang, senior vice president of persuasive technologies at the Washington, D.C.-based public relations firm Porter Novelli, has made the use of social media tools a Web content must for all three.

Take this example from Vogelzang: When the popular killer whale Shamu decided he’d had enough with life in captivity and attacked his trainer, Sea World learned the meaning of viral video. David Letterman lampooned the 2006 incident on his late-night talk show, and the segment became the most watched video on YouTube that week. But instead of becoming a PR nightmare, Sea World used the opportunity to get its feet wet in social media.