After reviewing these articles as a IMC graduate student, I have found three overlapping themes that were mentioned by each author and will aid you in bettering your real time marketing. These three tips will help you win over your audience and connect with the culture:
Real time marketing is the heart of social media; real time, fun conversations are what draw in consumers and keep them engaged with your brand. Your company should open up and expose itself more to consumers and they will surely fall in love. If you are not engaging in real time marketing you are going to get left out of the conversation.
Leigh F. Lovett is in the graduate Integrated Marketing Communications program at Medill. She is the Social Media Director of Vitamin IMC and Assistant PR Director for the Medill Cause Marketing Initiative. Leigh can be reached on Twitter at @leighlovettpr or on @SocialPRWorld