Leigh Dow of Dow Media Group says:
If you are doing social media right, little of your communication is in real time. Your communication should be the culmination of careful strategy and planning. If you are doing it right, you have completed an extensive exercise in developing a social media strategy, channel mapping, implementation plans, an editorial calendar, roles and responsibilities, policies and guidelines, and a scorecard for tracking results. That doesn't feel very "real time" to me.
So-called real-time interaction is also touted as a great tool when you have a crisis. It's usually not. I can't think of a worse medium for brands to use in the heat of a crisis. Some pundits tell you that the days of having hours to prepare a news release are over. But for many companies, that's irresponsible, and investors or shareholders deserve—and demand—more than a gut reaction.