Any social media community manager worth his (or her) salt will tell you that online reputation monitoring is much more than just having TweetDeck open and scrolling on a second monitor. It’s about true awareness, diligent listening, and a dedication to staying up to speed on trending topics and breaking news extending beyond the scope of brand terms and @mentions.
Far too many brands, organizations, and celebrities (who are, in effect, their own brand), appear to lack any common sense when it comes to publishing or promoting social updates, Facebook posts, or tweets when current events might dictate a change in social strategy.
Social activity is becoming increasingly connected to search and news. We often find out first from the Twitter-sphere when news breaks, products launch, or tragedy strikes. Shouldn’t community managers and social marketers, who exist in that social environment daily, be on top of the latest… whatever it might be? You’d think so. So why do crushing and humiliating social media blunders continue to occur?
Is it that brand managers aren’t taking the time to think about how their messages will mingle with current events? Or is it that CMs are completely oblivious to said current events to begin with?
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