• by Gavin O'Malley , Staff Writer @mp_gavin, May 20, 2014

Not 10 minutes into OMMA Social, attendees are already getting an earful about Oreo’s famous Super Bowl power-outage tweet. It was inevitable considering that the morning keynote is none other than Laura Henderson, associate director of Media & Communications at Oreo parent Mondelez International. But Oreo’s social moon shot occurred all the way back in early 2013. Since then, Henderson and her team have been busy figuring out how to “operationalize” such efforts, “and make [them] more repeatable over time.” Very simply put, future social success hinges on the there R’s: “Reach, resonance, and reaction,” according to Henderson.