Social media allows marketers to get their messages out in real-time. This can be either a blessing or a curse, depending on what is happening in the moment. Real-time marketing should be focused not just on an individual moment (such as the power-outage at last year’s Super Bowl), but be part of a broader marketing plan. This will require a shift in the way marketers think and act. Above all, marketers need to be cognizant of why consumers should care about the message, and what will inspire consumers to share. A formula for success in real-time and tweets can be boiled to three Ps: planning, process, and practice.
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Planning: Even though there are examples of real-time moments (again, think Super Bowl power outage), the best brands and marketers have their strategic plans already firmly in place and they have a tone ready for all the social media.
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Process: Organization with clear rules and escalation form the foundation, but flexibility allows for rapid execution to take advantage of opportunities.
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Practice: There is no substitute for practice. It may take a few tries to work out the formula for your brand, but the more you practice, the better the results will be.
Group Activities and Discussion Questions:
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Divide students into teams. Have each team select a product that has used social media and Twitter to aid in marketing and promotion.
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What does the brand do well in social media?
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What changes should the brand consider making?
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Have students develop a Twitter campaign for a product of their choice.
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What are the main messages? What time frame will be used? What could go right, or go wrong?
Source: Ad Age Daily, 10/14/13
