
The name of the game is speed.
With the insanely rapid pace of information on social media, keeping your brand intact by responding to consumer issues ASAP, or even before they happen, is absolutely essential.
According to John Thomson, CEO of Saepio, "Whether it means pulling ads featuring a controversy-laden spokesperson, changing messaging that is offensive to certain cultures or not leading with a product that isn't performing at its best -- you need to react quickly and just as important, consistently."
Otherwise you might just catch the tiger by the tail. (Sorry!)
The full article is over at MediaPost's site.
(Photo by Keith Allison)


