I know I’ve said this before, but it needs to be said again: social media is about conversations.
The best way to manage social media is not just by being proactive, but by being reactive. A good example of this is Oreo.
During the 2013 Super Bowl, Oreo had a marketing team staying up all night to watch the game. Their preparedness came in handy when the stadium had a blackout, and they were the first ones to react. Though many companies tried to bring wit via Twitter, Oreo had an image and punchline conjured up within ten minutes of the event.
It’s easy to pre-write ads and have them automatically publish throughout the week, but by the time your tweet comes out it’s already outdated.
Real-time reactions are the only way to strike advertising gold.