Social media drives narratives. It is becoming the new way that brands reach consumers. An active social media presence is essential for any brand. Brands do shout outs on Twitter and Facebook when they are referred too. Yet one brand had a missed opportunity – Eveready/Energizer batteries.

In the Republican presidential debate, candidates were asked what their Secret Service code name would be if elected. Former Florida Governor Jeb Bush who has been called low energy by Donald Trump and others said, “Eveready. It’s very high energy, Donald.” Even Trump was forced to laugh.

This was a perfect opportunity for Eveready or its parent company, Energizer to take to social media for the shout out. Instead there was total silence. Energizer has not utilized its Twitter account since August 3^rd. Other brands such as Harley, Scott Walker’s choice for a Secret Service name or Duck Dynasty that acknowledged Mike Huckabee’s duck hunter choice also were slow to take to social media.

Brands should remember from this, marketing in this world of social media is 24/7.