Written by Todd! Stewart, Karen Stewart on Sunday, 31 March 2013.
This Zappos box was viewed 461,000 times in 48 hours. Not bad exposure for an image of a cat wearing a lion's mane.
Posted on Friday, March 29, 2013, this photo received 461,000 views after just 2 days. Go, Zappos! (link to source included at end of blog)

Wedgies are advertisements posing as content in social media.

Social media forums have marketing groups scrambling to find new and clever ways to subtly insert company brands and deliver brief messages meant to inspire discussion, as posts in these new media outlets. 

The attention gained from these tactics is mixed. Some social media users are entertained by the content. Others resent these branding efforts, and become angry at the corporate messages leaking into their stream of updates and posts.

Sometimes it's difficult to tell when social media content is genuine or planned, as in the logo placement in the cute cat picture posted above. It's fair to say, though, by observing the reactions and responses in the channels, when the tactics feel more manipulated than genuine, the result is best described as giving the social media channels a mediated "wedgie."