Marketers, to take advantage of the social-digital potential of this year's Super Bowl, should adopt the POEM strategy combining paid media, owned media and earned media, according to Pete Blackshaw, executive vice president of NM Incite. Among the keys are to ensure brands are prepared to engage their audience through their websites with real-time responses, to "nurture" positive brand advocates and to handle negative ones, and to make certain "brand latency" from earned media works to your advantage.

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