Real-time, or ‘reactive’ marketing is a dangerous game; one that’s guilty of spurring so many brands into creating content for content’s sake. While the notion of news-jacking to respond to big media stories and events has existed in a PR context for years, it’s the sheer speed of social media that’s made everyone go a […]
A few months ago I contributed to Marketing’s piece on structuring your community management team here. I thought it might be useful to post my full contribution to it, because if you’re handling things in-house, or working with an agency, community management presents several interesting challenges to normal working schedules. While much coverage of real-time marketing focuses on the […]