Be unplanned [thought 14]

It’s all too tempting to plan everything and control every communication.

But brand conversations won’t always be planned.

Be prepared to react to requests,

proactively react to opportunities,

to ride the wave of a trend;

and be part of the live conversation.

If you don’t,

you may miss out on a great opportunity.

When you’re communicating keep it fresh.

Don’t cut and paste stock replies,

empower yourself and your people to speak in an authentic voice that’s undeniably your brand.

Southwest Rail brought an intern in for a day just to show him around. But this teenager really connected with customers spontaneously through Twitter, so they decided to let him go and do his thing under his

hashtag #AskEddie. Check the video here.

[NOFILTER] works with brands to show their true character in this fantastic new digital world. We created a book with our point of view in 19 thoughts on how to do just that. This is the fourteenth one. You'll find the rest on our website or in our book.

Please reach out here to ask questions, comment or give us your ideas.