Respond in real-time, or don’t bother

6 Jun

A good response strategy carefully matches your creative and content to your influencers and your audience.

A good response strategy carefully matches your creative and content to your influencers and your audience.

Summary: Develop a digital response strategy by analyzing data and matching creative and content. This delivers more opportunities to use good content and makes paid and owned media better.

Real-time media (Facebook, YouTube, Twitter, Google+) requires active response (real-time media = social media). Real-time media differentiates your brand from others. The right content (a status post and/or link to content), delivered at the right time and to the right customers can motivate strong emotional connections.

Real-time media is critical for communicating with customers and starting conversations. So pay attention. Be relevant in real-time and be prepared to respond. Building real-time Response Strategy means:

  • Analyzing data (Google Analytics and social media data)
  • Matching your creative and content to the news cycle
  • Matching your creative and content to influencers
  • Matching your creative and content to your audience

What response strategy delivers

When your brand is listening and learning with real-time (social media), you now have the detail you need to create better content for your digital channels that act as a resource or service. You can do good things like identify, curate, co-create and prep for triage.

  • Identify and inventory resources for the brand and thought leaders in industry.
  • Curate content for additional visibility (Storify, Pinterest, YouTube)
  • Develop opportunities to co-create content with influencers and customers
  • Response scenario plan (content triage): Build real-time channels and content sets for quickly responding to negative or disruptive situations.

What’s next?

The true value of paid and owned media is based on the impact of earned media. Show a pulse and respond decisively from your real-time (social) media. Earn value with your content or don’t bother.

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