Real-time social engagement is a great way for brands to stay top of mind, build their social audience and even influence the buying decisions of consumers. On-the-fly upsets to content plans and rapid response content creation are counterintuitive for most brands, though.
At TopRank, we coach brands on careful planning, implementation, measurement and ongoing improvement based on insights. But how can brands maintain quality and ensure thoughtful content if they’re expected to produce and launch it in minutes?
Perhaps the best known example of this strategy recently was Oreo’s infamous Superbowl tweet. They showed just how effective social listening is, when their “You can still dunk in the dark” branded image was retweeted over 16,000 times.
“We’re moving from a world where we plan campaigns for the future, to one where we adapt campaigns to the moment.” – 
We live in a world where shopping, dating, watching new films and networking can all be done online. In fact, these actions (and many more) have become a part of our everyday life. Many of us may experience buyers remorse for purchasing something online that wasn’t within budget, a desire to post a bad review after a terrible movie, or have a sense of regret after a bad date.
Each year 
