By Ishbel Macleod

“If you can come up with reactive content in one hour, that’s brilliant, four hours is good…in 24 hours we’ve missed it,” stated Serena Harrington, Microsoft Mobile’s head of digital marketing, as she spoke at Social Media Week London.

Discussing connecting to audiences in real time on Twitter, she offered the “Imitation is the sincerest form of flattery” tweet from Nokia – now owned by Microsoft – as one of the best examples.

Having driven over 40,000 organic retweets, Harrington revealed the unplanned tweet was designed by Nokia’s community creative after hours as a result of Apple announcing coloured Read full story ›

Source: The Drum