Real Time is Right Now
It’s something I’ve been interested in for years, and it’s really having its moment in the sun — real time reaching its real potential in social media. From Oreo, Tide, and others killing it during the Superbowl, to Twitter’s acquisition of social TV company Bluefin Labs to — a favorite example — The Onion hitting new heights thanks to its new focus on real-time/daily publishing, real time is truly having its moment.
For brands, this means being present and participating in real-time digital culture is becoming less of a luxury, and more of a must-have — a standard, like having a Facebook page and Twitter account. But here’s the thing: It’s not just about being there and saying something — anything. You have to see the opportunities that are right for your brand, and respond in a way that makes sense for you, your users, and what you want to achieve.
That’s strategy. And a smart social strategy needs to be absolutely ingrained in your team’s thinking if you want to play the real-time game (and spoiler alert: you should). It’s hard work to craft a social strategy that pays off where it needs to, harder still to ensure real-time responses adhere to it. But it’s work that’s worth doing for brands that want to keep up.