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Imagine the moment when I saw my tweet on national TV...and it didn't even have any typos! This talk will share the journey we took at Be The Match to leverage social listening, watch trends, and work quickly to launch what ended up becoming a viral campaign, #LemonsForLeukemia. We'll also talk through mistakes, learnings and how we overcame pushback from our internal teams based on going against the normal process for content creation. Expect to uncover strategic approaches to effective storytelling while showing your organization an exciting way to break through the noise that is social media.