Engaging in the social space on behalf of a brand is a lot like an actor improvising. Only when an actor fully understands and inhabits his character is he free to improvise. He is free to improvise because he knows his character so well that he can go off script and be confident that what he’s doing will be in character. The same goes for community managers - the more defined the brand and deeper the understanding of that brand, the easier is becomes to know how that brand would respond to unforeseen stimulus. 

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