At the MediaPost Brand Marketers Summit, Milwaukee Brewers marketer Caitlin Moyer said that once a brand starts to respond to social media conversation and other activity in real-time, expectations rise.
"Once you stray from that, you're going to hear about it," she said.
There needs to be a commitment to continue a similar level of interaction. Arguably, it's better not to be in real-time marketing than be there with wide variances in activity.
Tom O’Keefe, CEO of O’Keefe, Reinhard & Paul, said marketers need to know their brand voice and hew to it while responding. He touted Taco Bell and Oreo as examples of companies that have made major strides in real-time, suggesting they're worth watching to gain tips.
How do you look for real-time opportunities that are ripe for your brand? At the PGA Tour, digital marketing executive Denise Humphreys offered an example, saying through monitoring conversation on Twitter and Facebook, the PGA saw intense interest in a particular shot hit by Sergio Garcia. So, it posted the video on YouTube and had 300,00 views in a number of minutes. Who knows when opportunity strikes, but you just have to go with it, she said.