2/21/2013

Oreo's speedy social media response during the Super Bowl, along with Poland Spring's slightly less nimble reaction to Sen. Marco Rubio's midspeech water break, show the importance of using social media to manage a brand in real time, Jeremy Epstein writes. That means acting quickly in the moment, but also working beforehand to acquire the necessary tools and giving practitioners the power to make decisions quickly. "Acting quickly ... is critical, but so is global social infrastructure to ensure consistency of brand voice," Epstein writes.

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