Real-time brand management requires more than just a quick reaction

02/21/2013 | SmartBrief/SmartBlog on Social Media

Oreo's speedy social media response to the Super Bowl blackout -- along with Poland Spring's slightly less nimble reaction to Sen. Marco Rubio's midspeech water break -- show the importance of using social media to manage a brand in real time, writes Jeremy Epstein. That means acting quickly in the moment, but also working beforehand to acquire the necessary tools and giving practitioners the agency to make decisions quickly. "Acting quickly ... is critical, but so is global social infrastructure to ensure consistency of brand voice," Epstein argues.

View Full Article in:

SmartBrief/SmartBlog on Social Media

Published in Brief:

SmartBrief Job Listings for Media

Job Title Company Location
Director - Digital Ad Sales Systems
Discovery Communications
New York, NY
Director of Sales, East Coast
DeviantART
NY, NY
Product Marketing Consultant
Sand Cherry Associates
Philadelphia, PA
Coordinator, Mobile Marketing Center of Excellence
Interactive Advertising Bureau
New York, NY
Sales Manager
mGage
Multiple Locations, SL_Multiple Locations