I found this question, asked by Grant Hunter, to be an ideal example of what is really motivating change within the way brands communicate and the future of what was once called marketing.
The question: Newsjacking and real-time creativity – which brands have successfully caught the trending wave?
It takes authenticity, conviction and flexibility to create truly compelling interaction. Dialogues have to be absolute; offering service, resources or in some way enable people-to-people connections.
One of my recent favorites; The Bronx Zoo embraced disruption, when their now famed Egyptian Cobra went missing. Using Twitter and Facebook, the Snake and her adventures were brought to life with very witty humor. Media took notice and the snake has created a great deal of attention for the Zoo and New York. She has over 240,000 followers on Twitter. A recent contest to name the snake had almost 60,000 votes.
Tweets while missing:
Recent Tweets: The Snake and her persona continue to captivate imaginations and keep our attention.
Communication has to be a versatile and living connection. Anything less than completely relevant and sincerely authentic, will not be considered worth taking notice of…and most certainly not worth sharing!