Public Relations & Social Marketing Insight

Real-time social media marketing can be incredibly powerful as it adds elements of context and relevance to your social media content and audience interactions. The challenge for many organizations is that existing processes can stand in the way of engaging and interacting with audiences in a timely manner.

Process by its nature takes time, and virtually strips organizations of being able to act in real-time. Opportunity identification, legal reviews, running approvals up the ladder, creative ideation, risk assessment, production, organizing and rallying a team to create content are a few of the factors that can grind execution of the best intentions to a halt. All of these components are important, but to capitalize on real-time opportunities on social media, certain planning and preparation will need to be in place. Also, in some cases, concessions or modifications might need to be made to your organization’s regular processes.

Following are a few suggestions and ideas for how you can prepare your organization to be equipped engage in real-time on social media:...

The 70:20:10 ruleTo borrow another popular concept, I would suggest thinking 70:20:10 makes sense. 70% of your marketing is the planned ‘marketing as usual’ activity. 20% of your marketing should be programmatic.I described this in more depth in a previous article but it is marketing that is more rules-driven and automated in response to various stimuli; so it is not planned, but it is responsive, and, typically, machine-driven and executed.10% of your marketing is purely responsive Oreo-style. For this you typically need people resource available....