Reactive social media: a conversation with the agency behind hilarious Specsavers tweets – The Drum
Reactive social media tactics have created some of the most memorable online moments of the past few years. The Drums social media executive Amy Houston speaks to Laura Perry, head of creative operations at creative communications agency Tangerine, to find out whether this approach still packs a punch.
At its core, reactive social marketing is when a brand responds to trends, news stories, pop culture or major events, providing a chance to be creative and engaging in a meaningful or humorous way.
Building a strong presence online is an integral part of this strategy and cant be achieved overnight. Having a solid plan in place and the infrastructure to publish responsive content will ensure comms wont feel hollow. So which companies are doing this particularly well?
As a specialist creative comms agency, Tangerine has successfully elevated the Specsavers identity online, establishing a recognizable tone of voice and fostering a burgeoning social presence. To get better insight into this I speak to Laura Perry, who heads up its creative operations, to get her thoughts on brands that are killing this tactic. There is no doubt about it, there are some brands that do reactive social incredibly well and have helped set a precedent for other brands. She cites Paddy Power, Netflix, Greggs and KFC as brands that have strong identities they are confident, consistent and relentless, they dont lose the momentum, get scared, or switch off from reactive social.
Perry also states that the supermarket brandter deserves a noteworthy mention. We all witnessed the conversation play out between Aldi and M&S over their respective caterpillar birthday cakes, and the subsequent #FreeCuthbert movement.
However, its worth noting that social media users can more often than not see through the click for likes mentality, and simply tagging brands for the sake of it will not work. Always keep the brand values top of mind and have conviction in your approach. Dont jump on every and any bandwagon assess what your community wants and give them what they need.
Creating a personal relationship with your audience is one of the many benefits of reactive marketing, but are there any downfalls? Everyones a critic, and everyone will openly have an opinion about the content posted, Perry tells me, but stresses that you cant let one, two, (sometimes more) negative comments outshine the positive aspects of creative reactive and to stay strong and aligned with the strategy.
This is when a strong, trusted relationship with the client and alignment on brand strategy becomes imperative. Reactive social sometimes means posting without sign-off from the client. This tactic requires trust. I ask Perry how Tangerine maintains those relationships. Working with [brands] as an extension of their team, rather than a separate entity, has taken time and dedication. Weve built and refined strong tone-of-voice guidance and a clear brand personality directly with them, to the point where we have their trust and therefore autonomy (to a certain extent) on what were able to post.
Demonstrating the value of reactive marketing through regular reporting to clients and communication is key to elevating the brand-client trust. Perry tells me that at Tangerine there are times they need to flag an idea thats a bit borderline, and to solve this they have worked with clients to set up WhatsApp groups for out-of-hours reactive opportunities for those too-good-to-miss opportunities.
Inevitably Covid-19 restrictions have affected how we communicate online and social media users are looking for different sources of entertainment, which has provided brands new opportunities to be creative. People want to be removed from the pandemic, not reminded of it, Perry tells me.
Having an always-on approach to social media is so beneficial, but its important to remember the real people behind teams. On this subject, Perry says: As an agency, we need to be reactive all day and all evening, but we have worked hard on making sure that delivering great work doesnt come at the expense of individuals wellbeing.
Social media moves so quickly that sometimes switching off seems almost impossible, but its so important that agencies get this balance right. Its something that Tangerine is constantly working on. After this last year, it has never been more important, Perry concludes.
Being reactive on social media provides a huge opportunity for brands to show relevancy and organically build a strong online presence. Striking the balance of proactive and reactive communication is key for brands in the fast-paced online space.
What are your thoughts on reactive social media? Join in the conversation on Twitter using #TheDrumSocial
View original post here:
Reactive social media: a conversation with the agency behind hilarious Specsavers tweets - The Drum
- Snapchat Partners With American Eagle on New Map Promotion Type - Social Media Today - July 12th, 2025 [July 12th, 2025]
- Digital marketing statistics of 2025: H1 by the numbers - Marketing Dive - July 10th, 2025 [July 10th, 2025]
- Social Panga wins the marketing mandate for Neo by Nippon Paint - Adgully.com - July 10th, 2025 [July 10th, 2025]
- Labubu Marketing Masterclass: How POP MARTs Designer Toy Conquered the World - Brand Vision Marketing - July 10th, 2025 [July 10th, 2025]
- New AI tools for mental health research and treatment - Google Blog - July 8th, 2025 [July 8th, 2025]
- AI, Irreality and the Liberal Educational Project (opinion) - Inside Higher Ed - July 8th, 2025 [July 8th, 2025]
- AI is changing our world. At what point will it change our reality? | Opinion - USA Today - July 8th, 2025 [July 8th, 2025]
- Sam Altmans AI Empire Relies on Brutal Labor Exploitation - Jacobin - July 8th, 2025 [July 8th, 2025]
- Protecting U.S. Tech: China Committee and Bipartisan, Bicameral Leaders Unite to Stop CCP AI Chip Smuggling - Select Committee on the CCP | (.gov) - July 8th, 2025 [July 8th, 2025]
- The worst thing about AI? That stupid Samsung ad where the guy adds way too much sugar to his pasta sauce - The Guardian - July 8th, 2025 [July 8th, 2025]
- She Wanted to Save the World From A.I. Then the Killings Started. - The New York Times - July 8th, 2025 [July 8th, 2025]
- BRICS leaders to call for data protections against unauthorized AI use - Reuters - July 8th, 2025 [July 8th, 2025]
- Opinion | Are We Really Willing to Become Dumber? - The New York Times - July 8th, 2025 [July 8th, 2025]
- The Coder Village at the Heart of Chinas A.I. Frenzy - The New York Times - July 8th, 2025 [July 8th, 2025]
- How agencies are pricing AIand what it means for industry compensation - Ad Age - July 8th, 2025 [July 8th, 2025]
- Ukrainian Troops Struggle to Hold the Line on the Eastern Front - The New York Times - July 8th, 2025 [July 8th, 2025]
- Russian Offensive Campaign Assessment, July 7, 2025 - Institute for the Study of War - July 8th, 2025 [July 8th, 2025]
- Ukraines Drone Revolution: And What America Should Learn From It - Foreign Affairs - July 8th, 2025 [July 8th, 2025]
- Russia welcomes Trumps cut to Ukraines military aid but it could be deadly for Kyiv - CNN - July 8th, 2025 [July 8th, 2025]
- Russias Child Soldiers: How the Kremlin Trains Ukrainian Kids and Sends Them to the Frontlines - UNITED24 Media - July 8th, 2025 [July 8th, 2025]
- Farmers turned soldiers, fields full of mines and a rural exodus: how Russia is punishing Ukraines countryside - The Guardian - July 8th, 2025 [July 8th, 2025]
- Zelenskyy says coalition of the willing should meet in a few days, after call with Starmer as it happened - The Guardian - July 8th, 2025 [July 8th, 2025]
- YouTube Enables Creators to Share More Data with Brands to Secure Partnership Opportunities - Social Media Today - July 8th, 2025 [July 8th, 2025]
- How Brands Are Taking Back Social Media From Influencers - The New York Times - July 8th, 2025 [July 8th, 2025]
- Explained: Why Greenwashing is the newest social media marketing red flag - Storyboard18 - July 8th, 2025 [July 8th, 2025]
- KFC appoints We Are Social as social agency of record - Marketing-Interactive - July 8th, 2025 [July 8th, 2025]
- Behind Amtraks social-first marketingthe viral Train-tacular post and whats next - Ad Age - July 6th, 2025 [July 6th, 2025]
- Olipops UGC Strategy: 5 Drops and Hotel Experiences That Drove Social Buzz - Influencer Marketing Hub - July 4th, 2025 [July 4th, 2025]
- Im a social media scientist with 3.5 million followers. Heres what Ive learned about public health communication - STAT - July 4th, 2025 [July 4th, 2025]
- Currys CEO: New generation of customers discovering the brand thanks to social strategy - Marketing Week - July 4th, 2025 [July 4th, 2025]
- TikTok Provides an Overview of Its New Brand Consideration Ads [Infographic] - Social Media Today - July 4th, 2025 [July 4th, 2025]
- Outdated AI Drains Marketing Budgets and Wastes Team Time - MarTech Cube - July 2nd, 2025 [July 2nd, 2025]
- Championing Growth and Enabling Teams to Thrive: Social Elements CEOs Approach to Leadership - Little Black Book | LBBOnline - July 2nd, 2025 [July 2nd, 2025]
- TikTok Launches Bulletin Boards for Broadcast Messaging From Creator and Brand Profiles - Social Media Today - July 2nd, 2025 [July 2nd, 2025]
- Ayrshire mentor named Social Media Marketing Specialist of the Year - The Scotsman - July 2nd, 2025 [July 2nd, 2025]
- The harms of social media are largely blamed on individuals instead of tech companies - USC Annenberg - June 29th, 2025 [June 29th, 2025]
- Instacart Gains Momentum With AI and Social Media Partnerships, Says Citizens JMP - Yahoo Finance - June 29th, 2025 [June 29th, 2025]
- Tunisian girl set to be repatriated after social media love marriage ends in divorce - Geo.tv - June 29th, 2025 [June 29th, 2025]
- Snapchat Shares Trend Insights for Marketers to Tap Into This Summer [Infographic] - Social Media Today - June 28th, 2025 [June 28th, 2025]
- The next performance marketing frontier: beyond search and social - Campaign - June 28th, 2025 [June 28th, 2025]
- 24Social Expands Southeast Asia Reach with Over 8 Years of Proven Social Media Expertise - Yahoo Finance - June 28th, 2025 [June 28th, 2025]
- How cheap SMM panels are revolutionizing social media marketing for small businesses - London Daily News - June 24th, 2025 [June 24th, 2025]
- Risks and Rewards: A Guide to Understanding Social Media Influencer Income for Valuation Professionals - CBIZ - June 22nd, 2025 [June 22nd, 2025]
- Technology to enforce teen social media ban is effective, trial says. But this is at odds with other evidence - The Conversation - June 22nd, 2025 [June 22nd, 2025]
- Own, a new social media app, aims to tokenize the creator economy - TechCrunch - June 20th, 2025 [June 20th, 2025]
- I've Worked With 1,000 Brands 11 Social Media Secrets Every Business Should Be Using in 2025 - Entrepreneur - June 20th, 2025 [June 20th, 2025]
- Meta to Start Including Ads in WhatsApp - Adweek - June 20th, 2025 [June 20th, 2025]
- Gambling and social media abuse of athletes - what is going on? - BBC - June 20th, 2025 [June 20th, 2025]
- YouTube Updates Shopping Buttons for Shorts, Expands Access to Communities - Social Media Today - June 20th, 2025 [June 20th, 2025]
- Reddit Announces New Conversation Research Tools and Updated Ad Options - Social Media Today - June 20th, 2025 [June 20th, 2025]
- Dove Wins Cannes Lions Media Grand Prix for Championing 'Real Beauty' in the Age of AI - Adweek - June 20th, 2025 [June 20th, 2025]
- TikTok Launches New AI-Powered Ad Creation Tools, Integrations With Adobe and WPP - Social Media Today - June 20th, 2025 [June 20th, 2025]
- Creator content outperforms industry norms for brand impact, study finds - Marketing Week - June 20th, 2025 [June 20th, 2025]
- How P.F. Changs turned a 5-second video into a viral brand moment - Marketing Brew - June 20th, 2025 [June 20th, 2025]
- Cupcake Giant Baked by Melissa on Supercharging DTC Sales and Social Media Reach to Drive Business - U.S. Chamber of Commerce - June 10th, 2025 [June 10th, 2025]
- What to watch for during ESPNs UFC 316 coverage the Marketing & Social edition - ESPN Front Row - June 10th, 2025 [June 10th, 2025]
- Top Crypto Picks as Normalcy Returns Following the Trump and Musk Social Media War - Crypto Daily - June 10th, 2025 [June 10th, 2025]
- Meet Marketings Most Dynamic Duo: Connected TV and Social - Adweek - June 7th, 2025 [June 7th, 2025]
- Heineken uses hard numbers to foster better representation in social media ads - Digiday - June 7th, 2025 [June 7th, 2025]
- Orange 142 Releases Social Media Marketing Best Practices For Brands to Drive Stronger Social Media Campaigns and ROI - PR Newswire - June 7th, 2025 [June 7th, 2025]
- Snapchat Shares Notes on the Effectiveness of Skippable Versus Non-Skippable Ads - Social Media Today - June 7th, 2025 [June 7th, 2025]
- The Top 5 Social Media Automation Tools to Save Time and Boost Engagement in 2025 - DesignRush - June 7th, 2025 [June 7th, 2025]
- TikTok Shares a Range of Ad Updates at Its World Event - Social Media Today - June 7th, 2025 [June 7th, 2025]
- Get More from Your Social Strategy with YouTube - Adweek - June 7th, 2025 [June 7th, 2025]
- LinkedIn Adds More Video Ad Options, Including First Impression Ads - Social Media Today - June 7th, 2025 [June 7th, 2025]
- Instagram Announces Latest Updates for Edits App, Including More Transition Effects - Social Media Today - June 7th, 2025 [June 7th, 2025]
- Metas Reportedly Planning to Enable Fully Automated Ad Campaigns by Next Year - Social Media Today - June 7th, 2025 [June 7th, 2025]
- Viral Nation is known for being one of the biggest digital talent agencies in the world. But it does a lot more than representation. - Tubefilter - June 7th, 2025 [June 7th, 2025]
- Musks ingratitude tweet might be the most costly social media post of all time - Sherwood News - June 7th, 2025 [June 7th, 2025]
- Social medias push for the perfect muscular body is fuelling a new form of disordered eating and young men are most at risk - The Conversation - June 7th, 2025 [June 7th, 2025]
- Social Advertising Social Media Market Size Trends and Forecast by Application, Type, and Geography - openPR.com - June 4th, 2025 [June 4th, 2025]
- RXBar scrubs corporate jargon from social feeds in battle against B.S. - Marketing Dive - June 4th, 2025 [June 4th, 2025]
- Junk food ads are flooding your teenager's social media feeds and it's influencing what they choose to eat - RNZ - June 4th, 2025 [June 4th, 2025]
- What it takes to win in social: Be a pinball wizard, storyteller, experimenter - webintravel.com - May 28th, 2025 [May 28th, 2025]
- Bungie's Marathon fans convinced game will be cancelled after paid marketing reportedly pulled - Indy100 - May 28th, 2025 [May 28th, 2025]
- A social marketing guru shares the keys to successful campaigns - Fast Company - May 24th, 2025 [May 24th, 2025]
- SMBs rely heavily on social media for marketing and growth, study says - Marketing Dive - May 24th, 2025 [May 24th, 2025]
- Brands could start shunning AI for social media marketing and advertising, instead using their feeds to show off 'proof of reality,' consultant says -... - May 24th, 2025 [May 24th, 2025]
- Reddit Expands Dynamic Ads to All Advertisers - Social Media Today - May 24th, 2025 [May 24th, 2025]
- Junk food ads are flooding your teenager's social media feeds and it's influencing what they choose to eat - Australian Broadcasting Corporation - May 24th, 2025 [May 24th, 2025]