 The sequel is never as good as the original, with a few exceptions. Take the example of the recent Target breach disclosed in December. Research into social media conversations following the breach showed that Target's first response was what people were really paying attention to. Target's first press release had the most impact. A new e-book from MSL Group evaluating social media's response to the breach found that the URL for that release was the third most shared in the weeks following the breach. But the other press releases and content had far less impact and do not show up anywhere in our research. Call it the sequel effect. So what can we learn? Target should have amended its first press release to include new videos as they were being produced and resharing it with the new digital content. Better yet, the first press release should have included the CEO video. If you want to learn more, download our free e-book on the social media reaction to the Target breach.