Social Media Alters Ad Agency Process

In an Ad Age article entitled "Deep Focus Launches Social Media 'Newsroom' With Pepsi, Purina," the importance of quick turnaround in the world of social media is highlighted.  Deep Focus, a social media service, has created the Moment Studio which seeks to turn out creative social content at a newsroom like pace. It looks for new content that has the potential to go viral if efficiently managed.  Rather than allow ads to go through the decades old, slow corporate approval process, the Moment Studio bypasses the old standard with quick approval turnaround in order to catch the viral wave. By receiving corporate buy-in, Deep Focus has been able to engage social media users at a significantly  higher rate than its competitor, Coca-Cola.  The success of the Moment Studio exemplifies the need for ad strategies to quickly adapt to the ever-evolving nature of social media.