Gizmodo.com

This morning, Gizmodo, the popular technology blog owned by Gawker Media, noted that “a certain post is setting our servers on fire." That post revealed to the world—or, at least, to tech-savvy Gizmodo readers with Twitter accounts—the look and features of the next-generation iPhone, rumored to be released this summer.  So, how did Gizmodo manage to get a hold of Apple’s next big thing and show it off before Steve Jobs? Simple: a drunk Apple Software Engineer left it at a bar in Redwood City, California. The lucky guy who found the 4G phone, which was disguised as a 3G, then brought it home from the bar, played around with it, and realized that it was different.

How is it different? Well, I won’t talk about its features here because, by now, you can find those details anywhere. What’s interesting about this story is how it came to light and spread—especially behind the back of a company notoriously careful about guarding its secrets. Gizmodo reportedly paid $5,000 for the phone. (That’s it?) Now, Apple’s senior vice president and general counsel, Bruce Sewell, has written a letter to Gizmodo formally requesting that they give it back. A New York Times headline this morning underlines Apple’s position, “For Apple, Lost iPhone Is a Big Deal.”

Or is it? What better way to build buzz around the next iPhone—or in this case, capitalize on latent buzz—than to share the ultimate ‘I forgot my phone at the bar’ story? Meanwhile, Gizmodo handles Apple’s initial marketing by revealing all of the phone’s details, complete with video and photos. Even the New York Times can’t resist mentioning the 4G features. Then, it’s just a matter of time before we repost the story (myself included). This is social media marketing at its finest: letting others market your product for you. Maybe, that Software Engineer—who reportedly still has a job at Apple, by the way—really forgot the phone. In a way, it doesn’t really matter. After this, we should all be able to appreciate a good story and the power of marketing without marketers.

Social Media ROI is the big topic these days. What can corporations do to see a return in profit from their online efforts? How much should be spent versus how much will come back? However, bloggers, personality tweeters, and Facebookers are making profits, too, and yes, you can also make a little cash off your personal accounts.

Izea, is a self-proclaimed “World leader in sponsored conversations.” Through several targeted programs, Izea connects bloggers with products and pays the bloggers for writing about the products in their own voice- a sponsored blog or tweet. Sponzai, another incarnation of this product, has sponsors crafting their own copy, and selecting from a pool of blogs to publish on; the blogger gets paid for this post.

Sound scandalous? It shouldn’t. In 2009, Twitter made approximately $29 million from its syndication deals with search giants like Google and Bing. That’s $29 million Twitter is making off your tweets. Your movie opinions, lunch choices, and inner thoughts, putting money in Twitter’s pocket; why not use Twitter to put money back in your own pocket, right?

Not surprisingly, the system of earning cash through your tweets or blogs is the topic of much criticism. Sponsored blogs are often thought of as insincere, with sincerity being the very essence of why we love bloggers. Tweets with the “#ad” hashtag are sometimes labeled as spam even though Izea follows a strict code of ethics and is considered a governing member in good-standing of WOMMA . But what does a system of pay-per-tweet say about the direction social media is going in?

Is this a chance for the every-man to regain control of his content or are we at risk for a new level of spamming never before seen: from friends and family straight to your mobile, home, and work devices? And what does this mean for those personal relationships? Sponsors aim for tweeters with a large following, but aren't those with a close-knit, respected group going to bank more clicks? Are you less likely to trust your friends and businesses after seeing a sponsored post?