ABSTRACT
Real-time social media marketing considers how the social media marketer can react to happenings in the outside world to the benefit of the product, brand or organization they represent. This should not be confused with the practice known as real-time marketing. The aim of the social media marketer is to monitor world or local events and react to them on social media in order to promote the brand, product or organization. Second screen marketing is more about the social aspect of social media than it is about social media marketing. The subject is based on the contemporary trend of people multi-tasking when they watch television namely using a second screen. Socially, users engage with other viewers via social media during the programmes, seeking information about the characters and plot lines. From a marketing perspective, they are researching and purchasing products and services advertised just minutes before or looking for information on products they have seen within the programme itself.
