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Responding to trends and specific cultural events in social media
Bus stop ad in anticipation of future product release
Inconsistent brand tone & voice
Difficulty remaining idle until the time is right
Lag in customer service response times
Disputes with colleagues
Trending #hashtags on Twitter
Conversation & channel context
Number of Retweets
Social media war room
An enthusiastic team
Is this going to make me look good to my boss?
Why are we doing this?
How does this deepen the connection with our audience?
How does this reinforce or amplify the things about our brand that matter most?