Procter & Gamble operates what its calls the "Tide Newsdesk" to rapidly respond to social media chatter, says Global Brand Building Officer Marc Pritchard. One notable effort took advantage of NASCAR workers using Tide to clean up a fuel spill at a race, and it resulted in 350 million impressions. The Newsdesk also allows the company to handle missteps, such as in a poorly received Pantene push.

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