
Real-time marketing is here, and it has been here, to stay. There is huge opportunity for businesses and brands to interact with their audiences in real-time.
Businesses and brands, however, shouldn’t one day per year get a ‘real-time war room’ together and hope for some serendipitous opportunity to present itself, or worse, shoehorn their message into a less than memorable moment.

No matter how much time you spend thinking about every conceivable scenario that might play out on social media, it is impossible to think of them all.
Opportunities arise, competitors emerge, trolls attack, sites go down, preferences change, and sometimes, pigs fly.
This is the nature of social media and the world in which we live and our businesses operate. Things change fast. Really fast.