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With the advent of social media platforms, the tools you need for real-time marketing campaigns are ready and waiting. For example, just search your Twitter feed or glance at Twitter trends if you want to see where the online attention is.

Earlier in this chapter, we discuss the marketing funnel. Your first goal is awareness. That’s what you’re aiming for with real-time marketing. If you can garner awareness with your real-time campaign, you have the chance to move customers through your funnel.

To make this information translate into traffic, leads, and revenue, you need an understanding of what goes into a real-time SMM campaign. The following are conditions that should be present to help you succeed:

 Determine your goals for this type of activity.You could do a plethora of things with your campaign. The key is to focus it on one major outcome. Ask yourself, “What action do I want the customer to take after engaging with the content?” (via tweet, video, link, and so on). This helps you choose the right first step.

 Invest in the right real-time marketing tools.Within the last two years, several technologies have been launched that allow you to truly understand what consumers are thinking, talking about, and doing on a real-time basis. Real-time tracking can be around your brands or around topics that matter to both them and you. Whether it be tools that help you identify real-time trends as they surface or technologies that let you observe how trends travel from one physical location to another, operating effectively in real time when your consumers most care about you requires investments in the right tools and technologies.

 Designate staff to monitor real-time activity.Make it someone’s (or several people’s) task to monitor the online activity in real time. That may sound obvious, but when you have very busy people on your staff, people think that the other person will do it or that they can get to it later.

 Have resources available to take action.If you agree that you are going all in on this campaign, make sure to let your creative people know that they may be required to create something in response to feedback. Of course, we’re not suggesting that your campaign will have to be as elaborate as what a Fortune 10 company may do. But you can get great mileage by simply writing back to the comments made. The idea is that real people are listening and talking back.

 Monitor news in your topic area.When you are trying to decide how to make your campaign relevant, consider riffing off of some current event. This is an old PR trick. It’s why when something of note happens, you see headlines like, “What X can learn about Y from the Old Spice Guy.” When people Google “Old Spice,” you show up in the results.

 Use the real words and phrases that customers use.Related to the item above is the idea that SEO (search engine optimization) should not be ignored. Pay close attention to the specific words and phrases that customers are using, and seed them in your campaign.

 Determine the metrics that you will use.It’s important to understand the real value of metrics when it comes to SMM. You’re not going to be able to wrap up your numbers with a bow and present them to your manager. For this reason, it’s good to choose a simple metric, such as the number of retweets on Twitter or Likes on Facebook to start. This is not an exact science. You want to alert people to your message.