Real-time marketing is here, and it has been here, to stay. There is huge opportunity for businesses and brands to interact with their audiences in real-time.

Businesses and brands, however, shouldn’t one day per year get a ‘real-time war room’ together and hope for some serendipitous opportunity to present itself, or worse, shoehorn their message into a less than memorable moment.

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The real reason I’ve historically been so interested in the Super Bowl really has nothing to do with the competition on the field, but more to do with the competition for consumers’ attention and wallets, the advertising. And I know I’m not alone on this front.

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No matter how much time you spend thinking about every conceivable scenario that might play out on social media, it is impossible to think of them all.

Opportunities arise, competitors emerge, trolls attack, sites go down, preferences change, and sometimes, pigs fly.

This is the nature of social media and the world in which we live and our businesses operate. Things change fast. Really fast.

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For some businesses on social media, being proactively social can be fraught with organizational challenges.

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Facebook recently introduced photo commenting functionality on business and brand Pages.

So, how can you use this feature on your Page?

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Putting a firm rule in place to tell you how long your business has to capitalize on an opportunity to publish relevant content is near impossible. This said, there are a couple of guidelines that you can take into account to help you out.

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From a social media standpoint, Microsoft has been lambasted for the direction they’ve taken the Xbox One, and many decisions they’ve made regarding the aforementioned policies.

What hurts most is that so many of these blunders could have been easily avoided.

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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.

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