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.
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.