In Praise of Real Time

A good friend recently posted the following bit of client interaction, where the client says to him, “We really like what Old Spice did with social media, but our legal department wants to be able to review and schedule all of our posts. Do you think that will slow us down any?”

Now, the Old Spice “Man Your Man Could Smell Like” campaign has an awful lot going for it—a sharp creative agency, spot-on broadcast work that went viral organically, charming and willing talent. Yet it was the real-time nature…