By the time you get to the end of this sentence, it will be out of date. Typical!

Now the thing is, you might be thinking that you’ve pretty much nailed your organisation’s social messaging strategy. Yes, you post information, showcase an array of fancy images, even acknowledge those who wish to converse with you. But is it really enough?

If you want the real deal and to engage in a way which will create loyal customers, it’s time to start experimenting with real-time social activity.

What is real-time?

Okay, say someone tweets your organisation a charming tweet or comments on a Facebook post. Within a couple of minutes you respond. Proper engagement? Sort of. If you carry the conversation on then yes, you are encouraging them to engage with your brand. And it is real-time.

However what I’m talking about is real-time where response causes action − either in a digital arena or the real world. Over the last couple of years there have been numerous examples of this. There was the pizza ice guy melted by tweets, the Transatlantic Twitter race between London and San Francisco, then let’s not forget the crazy live Japanese car race powered by frenetic social posting.

It really works and audiences love it – it creates noise, buzz and brand empathy. People do something; it makes something else happen instantly.

What’s more, you don’t need to invest a huge amount of cash. It’s about being smart, agile, and relevant while understanding what genuinely appeals to your audience.

Unleash the newsjacker in you

The brilliant thing about getting involved with news as a means to championing your brand is that it’s happening all the time. Not just unexpected incidents, but also events and dates that have been scheduled in for months and years.

There’s no excuse for missing the real-time social opportunities of, say, the first day of the Premier League or the General Election or Lady Gaga’s UK Tour because they’re all in the diary.

However you can’t just do it. And you certainly can’t dive over each and every story or event. You must choose wisely – what feels relevant to your brand’s values? Will your creative resonate with your audience, fans and followers?

Creative sign-offs in business can be notoriously sluggish. There’s no time for this in real-time. What’s needed is confidence and trust in your delivery team.

Flood your surroundings with a myriad of information sources. Social, radio, TV news channels, the lot. Your social workspace has got to feel urgent, fast-paced, ready to strike.

That moment could happen when you least expect. Most importantly remember, we live in a 24-hour information-rich world. If your audience is always on, why aren’t you?

Immerse yourself in the world. Who’s in? Who’s out? What is this? Who did what to whom? Soak it up like a sponge. You may uncover that story or angle that sends your brand into the big-player universe.

It seems, with the occasional exception, that the world engages more with stuff that generates a smile. Make them laugh and you might just get their attention. But when dealing with social keep in mind that it’s a fast-moving world. Content is ephemeral. If your first efforts don’t whip up a storm of attention, don’t get disheartened. It’s about testing, experimenting, honing and perfecting.

Create a calendar. Ensure it’s filled with relevant dates, events and possibilities. Distribute to one and all. Suddenly everyone knows what deadlines they’re working to. It will focus the mind. And remember to keep it updated – there’s always new stuff to be discovered.

And before you hit the ‘go’ button, pause. Take a breath. Ask yourself: is this right? Will it cause offence? Is it good enough?

The key is to determine your toxicity. How does the world really feel about your brand? Will you be lauded or crucified? Will it resonate or ruffle?

Objectivity is a wonderful thing when it comes to social.

 

By Richard Norton, Associate Creative Director at Indicia. 

 

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