• by David Goetzl  @dgoetzl, June 21, 2013

Milwaukee Brewers marketer Caitlin Moyer has quite a job ensuring social media does not reveal too much or cause controversy since team members tweet frequently. She gets a text anytime a player tweets to look for a problem.

But not everything can be tracked. There was a recent incident where the relative of player sent out some troubling information. Moyer said it could have caused an issue, but the team caught it early enough to head off a problem.

Digital billboards that can be updated swiftly have been a boon for real-time marketing, allowing for messages to be adjusted swiftly, Moyer said. "They've just been great for us ... one of the most nimble resources that we have," she said.

Also, at the MediaPost Brand Marketers Summit, Conversation vice president Bill McKeveny spoke about an incident where Fathead accidentally sent a fan a Tim Tebow Fathead when he wanted a Tom Brady one. He complained via Reddit. Fathead reacted, poking fun at themselves on Reddit and providing a special offer that brought goodwill and sales.