Managing the learning loop (the knowledge gained from reviewing the
performance of your tactics, which can then be fed back into the strategy) can
be difficult. This is because brand cycles often move more slowly than the realtime
results you will see online. It is therefore important to find a way to work
agility into the strategy, allowing you to be quick and proactive, as opposed to
slow and reactive. It may be necessary, for example, to incorporate constant
monitoring into any strategy, which will be discussed further in the Online
Reputation Management (ORM) chapter.