Abstract: Individual user interactions with a social networking site, which indicate user engagement with particular commercial media content, can be tracked. User group data is generated from the user interactions. Message content related to the particular commercial media content, and schedule information indicating a time at which the particular commercial media content is scheduled for delivery, can be received. A message content delivery time can be determined based, at least in part, on the schedule information. At the message content delivery time, the message content can be delivered to users of the social networking site based, at least in part, on the user group data.

Abstract: A server retrieves user group data and information that indicates when a selected segment of a commercial media program is to be aired on a first medium. The server also receives content that is related to the selected segment of the commercial media program, and delivers it via a second medium. The server delivers the related content via the second medium based on the user group data, and at about the same time the selected segment is being aired on the first medium. Other embodiments are also disclosed.

Abstract: A releasable connector mechanism having two parallel side plates and first and second shafts extending between the plates on opposite sides thereof. At least one of the shafts is freely rotatable and has a pair of spaced pivot arms attached thereto. The rotatable shaft has a groove or cam surface extending longitudinally along its surface.A load carrying fulcrum plate having a concave cylindrical pivot surface not more than 180.degree. on one end thereof is inserted between the side plates with the pivot surface supported on the nonrotating shaft. The other end of the fulcrum plate has a swinging latch attached thereto which pivotally contacts the other end of the fulcrum plate and also pivotally contacts the cam or groove in the rotatable shaft.In its set condition the fulcrum plate is held between the side plates by the nonrotatable shaft and by the swinging latch.