In the midst of Big Bird-gate, PBS shrewdly purchased the character’s name as an advertising keyword on Twitter to promote the public broadcaster on the social network. The decision shows how companies are learning to respond to the massive but short-lived ad opportunities that bubble up on social media. First, some context. If you somehow missed it, Presidential candidate Mitt Romney thrust Sesame Street into the center of the election debate by declaring that he liked Big Bird but that he didn’t want to subsidize the bird’s employer, PBS. Read the full story at Paid Content.