Nokia’s latest tweet has become one of the most retweeted brand tweets ever – more than 38,000 retweets! While the whole world talks about the brand new iPhones, Nokia steals a bit of the spotlight to express the similarity between their own devices and Apple’s. This is a clear example of ‘moment marketing’ showing companies moving fast and acting on real-time can be extremely important. Most people saw this as humor, linked to current event and it thus became very popular.

Adapting to the moment and real-time is crucial in digital marketing. “When things happen in the real world they happen on Twitter” – Bruce Daisley

Responding as fast, Nokia was able to react to the current events and engage with everyone online. Similarly brands can act on the very “moment” easily through twitter. They are able to build a two-way conversation with their customers which before was mostly one-way (TV, Radio, Billboards). As we have seen through a immense amount of examples, when a company responds to not only its clients comments online but also to the general events happening in the world, they gain certain trust. Suddenly, they have a voice. They become a personality instead of a money-making business.
I personally think this is the best aspect social media brings to companies: they become more alive. As more consumers share and create content online they expect the companies they value the most to do the same. Consumer behaviour has evolved, and through social media brands can now adapt to it and make the most out of trends, news, opinion and comments.

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