Twitter has a quadrant chart that profiles content as Planned / Unplanned and Always-on / Tentpoles. The Oreo cookie Super Bowl blackout tweet was a great example of content that sits in the Unplanned / Tentpole quadrant.
Fascinated by Research in Motion’s (RIM) efforts to reverse their declining market share, I read with interest a post by Alex Goldfayn titled 7 Marketing Lessons from RIM’s Failures. One of the marketing lessons was RIM’s inability to determine if their customer was the enterprise or the consumer.
Jeremiah Owyang recently published a post that states the audience needs are changing. They want ‘faster, smaller and social’.
For better or for worst, mainstream Australian social media is concentrated within Facebook and Twitter. With Australian audiences being exposed to so much content, from so many different sources, brands are under constant pressure to publish content that will earn the ongoing attention of their target consumers.