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Judgment & ambiguity · When to act

A cultural moment is trending that fits your client's brand perfectly, but it's moving fast and could sour within hours. You could ship a reactive social post now or route it through the client's normal approval chain and likely miss the window. What do you do?

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Speed is the whole value of reactive social, but a brand doesn't get to un-say something, so my decision hinges on how reversible the risk is, not just how fast the window is closing.

The full answer: structure, worked example, likely follow-up.

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