People often wonder what’s involved in creating proper social media coverage of an event, although the above is a little extreme example, it does show how you can create great contextual content on the fly. Notice that most of this involves art directors and copywriters. In most large agencies the social media teams sit with the PR division, this is fine for some things but for content creation I would say it’s essential to have some great creative types around. If we did that maybe there would be less mindless brand status updates out there.