>> I think that brand consistency is one of the most important things that falls
into the differentiator between a good campaign and a great campaign on social media.
Being able to retain what is established in the larger brand strategy and then carry that out
into digital is really important.
And, again, to go back to authenticity is also a major player in that -- a major factor in that.
Being able to stay authentic in the content that you're putting out in the way
that you respond to tweets on Twitter.
The way that you interact with fans on a day-to-day basis.
That authenticity is the differentiator between whether fans will buy into what you're doing,
or if they'll just think that it's, you know, another avenue for advertising.