Social media marketing is a given for most brands today, making the challenge of getting funds to support initiatives easier than it used to be (in most cases at least). The challenge is becoming more intangible. The struggle for brands in a a space that is always moving faster and showing no sign of slowing down is finding the time to serve customer needs in a way that meets their expectations.

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Consumers have been connected for some time, but they're becoming even more so. Whether they're using their computers, smartphones or tablets, people are turning to social media more frequently than ever, but are marketers doing the same?

When the People Come, We Have to Be There

People won't turn to brands very often to consume their content. When they can choose between family, friends, entertainers and others, brands aren't going to be a the top of someone's content consumption priorities very often. But brands will be the first resource when they need help and information related to a product or service. The brands that are paying attention, listening, able to help and ready for action will stand out.

The challenge for brands is that always-on devices have created always-on consumers that demand brand attention.

Time Is the True Test for Brands

Funds can be shifted, but shifting time and people is more difficult. Existing employees already have responsibilities and making a hire isn't always easy. Brands will have to ask how they will respond to more socially active consumers. It's not enough to pay attention from time to time. Being on call all the time is the expectation, and the only way to capitalize on opportunities to support and interact with people, while avoiding mishaps that come when brands are only partially listening.