2011 Businesses need to respond in "Real Time"

In his recent book,  Real-time Marketing and PR, David Meerman Scott gives many examples of companies that suffer from not reacting in real time to customer issues.  Going “real time” means preparing an organisation to react to what’s happening in their world, cohesively and adeptly. It requires planning for the future with room for ambiguity and change, and the flexibility to react from the top to the bottom of a company.

Going real time is something most companies, especially large ones, are not geared to do.  Now that customers have the power they do with social networking, with their conversations visible to all, Scott’s premise is that creativity and improvisation is required in the "real-time" culture that consumers now demand.