Brands considering a foray into real-time marketing should distinguish their efforts from "newsjacking," a sometimes similar tactic aimed more at journalists than prospects, Steve Hall writes. Think about the mindset of your target audience, and consider HubSpot or HootSuite tools to facilitate the campaign. "Once the various streams of conversation have been identified, once the tenor and tone of the conversation have been established, and once the relevance of the conversation has been determined, members of your real-time marketing team and essential decision-makers need to be notified," Hall writes. Then you're ready to pull the trigger.
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