WUIRY OR H y JCCORCU CJCUC 2. Get out of advertising-campaign thinking. Look at the social media stream of a brand that is currently excelling in social media. What do you notice about their messages? Are they con- trived, fine-tuned, and overly clever? Or are they natural, in the moment, and more personal or human? Can you imagine your brand communicating like this? Devise a strategy that plans messages on a social media calendar but also allows for live, unscripted interactions. What guidelines are needed to allow social media that happens in the moment