This is why brands should monitor their social media mentions.
On Monday, State Farm, which regularly tracks all its brand mentions on Twitter and Facebook, noticed a dramatic uptick discussions about its Jake character. State Farm introduced Jake in 2010 with this ad:
"We noticed a serious increase in Jake mentions," says Patty Morris, director of brand content for State Farm. "He was mentioned every two minutes. We recognized this as an opportunity."
What was the cause? Alex from Target.