Purina is using social media to "deliver utility, service and inspiration that's meaningful," according to Ian Schafer, CEO of Deep Focus, Purina's digital agency. "They might be tweeting about pet incontinence or separation anxiety, but they are generally looking for insight from friends and followers," he said. "It's not necessarily a tweet to Purina. We have to also be always on. Real time is strategy, mentality and tactic."
Published in Brief: