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 real-time 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.