In this case, it was alright to take a bit longer in order to
ensure that the message being sent was of the highest
quality. No one would have expected Smart Car to
acknowledge the tweet, so the fact that the company
performed actual research to disprove an obviously
exaggerated and inaccurate comment was considered by
many to be hilarious. In the end, it was a big win for Smart
Car because it shows that the company listens to what
people are saying, has a fun personality, and produces a
pretty strong car.
LESSONS LEARNED
• Comment when it's the right opportunity
• You never really know when an opportunity will present itself
• Take a little longer if necessary
• Be relevant to your audience - reaching 100 qualified people is better than
1000 unknowns
• Whether simple or elaborate, it's all about the message
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