On a recent marketing team conference call, someone asked if everyone was happy. I said, "sure!" and remarked how a recent song, "Happy"—the infectious hit by Pharrell Williams—had been playing in my mind all day. "What's that?" was the reaction from the team. Those on the call agreed that they don't pay attention to or care about hit songs. Which, by extension, suggests they are missing what's going on in
In simple and plain terms, what happened this weekend with Arby's, Pharrell Williams and the Grammys is the best advertisement EVER for social media monitoring — and why it's an essential part of any modern marketing strategy. By now, you may or may not have heard about the newest darling of real-time social media marketing and newsjacking. Pharrell Williams wore a big goofy hat while performing at the Grammys. Arby's Twitter account sent a funny tweet calling him out. Williams responded in kind with another funny tweet and history was made.