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Real-time marketing isn't necessarily new, but Oreo's blackout ad at this year's Super Bowl highlighted the power of this strategy. Marketers are now scrambling to understand how they can integrate it into their marketing mix. In fact, 53% of marketers say they plan to make greater use of real-time data in their 2013 marketing campaigns (Infogroup and Yesmail, 2013).

And there is good reason to take notice: Regardless of product or category, marketers who engage in real-time marketing can expect a 21% increase in positive brand perceptions and 18% increase in likelihood to buy (Golin Harris).

Real-time is not some marketing fad, but a natural progression of social media marketing and a great way for marketers to capitalize on the immense volume of social conversations. And a key part of unlocking the potential of real-time marketing is implementing social analytics that can help guide your media strategies.

Here are a few tips to get started.

Measuring and Using Data

Establish a baseline

Real-time marketing is all about tapping into the excitement around an event or cultural experience. If you are planning something around an upcoming event, start tracking the social conversations in the weeks leading up to it. You will gain a sense of the conversation volume, which will make it easier to identify spikes in conversations and interest. You can also start to uncover the hot topics within the community so that you have time to research them and be poised to respond quickly during the actual event.

Know your audience

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image of Jenn Deering Davis

Jenn Deering Davis is a co-founder and the editor-in-chief of Union Metrics. She holds a PhD in organizational communication and technology (the University of Texas).

LinkedIn: Jenn Deering Davis

Twitter: @jdeeringdavis