With the second biggest Real Time Marketing event of the year behind us (Oscars), it’s seriously time to re-evaluate the merits of Real Time Marketing. Joseph Jaffe said it best, “real time marketing is kinda bullshit… just move faster.” Let’s face it… RTM has indeed “jumped the shark” (and so has the saying “jumped the shark” BTW).

For all of you agency and brand folks crammed into a “social command center” waiting for your opportunity to strike… you’re doing it wrong. Plain and simple. You are still obsessed with TV and I think the word “relevancy” is no longer in your vocabulary.

I could spend time writing paragraphs with screenshots of yogurt brands and pizza and Pepsi… but you can find that on 100+ blogs this morning (and quite frankly, I don’t want to go search for them again. You can find them here – Real Time Marketing Sucks) The real point of this is that there is only “1 dunk in the dark”… and there hasn’t been one since.

If you were watching the #Oscars or #Oscars2014 hashtag last night, you know it was updated at 50 tweets every few seconds. What do you think the odds are that this…

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…was actually noticed? (notice they didn’t even use the #Oscars hashtag?)

21 retweets and 33 favorites.

Probably not the success they were looking for. I’m not trying to attack Tide… I think they’ve done some great things, but let’s be real about how the metrics will be shared with the client.

Almost 4 Million tweets were sent during the show (estimated – haven’t done the full analysis). That means, our message reached 4 Million potential viewers.

Not even close. I don’t have the actual metrics, but I am sure the “impressions” number is probably quite high. Unfortunately, Twitter doesn’t offer a “value” metric. However, from an engagement perspective, this is a massive #fail.

So here’s the thing. I decided to run a test. When I became bored with the Oscars (because it was painfully slow and uninteresting), I switched over to The Walking Dead. In one scene, a character acquired some new clothes. A bright yellow golf shirt with a nice white sweater. Now, if you’ve been living on the run for months, the idea of wearing clean clothes and bright colors is like winning the lotto. You could see the character react to the new outfit with hope and a fresh outlook on life. It’s amazing what a clean shirt can do for you. Knowing that Tide clearly had to be monitoring mentions, I sent them a tweet:

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Crickets. No response. Nothing. Just a laser focus on the Oscars… where there were clearly going to be an influx of stains hitting the screen (*sarcasm*). Also, almost every outfit at the Oscars was dry clean only… where was the witty copywriter with something like:

“We know that those expensive gowns and suits are dry clean only, but for the 25% of celebrities wearing underwear, we’ve got you covered.”

Not everything needs a cheesy photo… Hilary Clinton proved this brilliantly with her Super Bowl tweet:

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Enter Ready for Anything Marketing (RFA). The act of actually listening to the conversation and having the versatility and flexibility to focus on more than one thing at a time. Where taking advantage of an opportunity to engage with an absolutely passionate audience is more important than fake impressions. Like Joseph Jaffe said above… “just move faster.”

Don’t be myopic in your strategy. Migrate to where it makes sense. Tide could have killed on The Walking Dead last night (pun intended). Considering how many adults with kids watch that show, knowing that Tide can get out blood stains would have been a helpful, valuable, contextually relevant addition to the conversation.

(I know I am picking on Tide here a lot… and only because I think they have the chops and potential to be better.)

The reality is, we are viewing social channels the same way we do traditional channels. The online conversation is fluid. There is overlap and we must look at the full spectrum of opportunity vs. thinking that 3 hours dedicated to one program is a wise investment. I’d much rather see a brand like Tide latch onto a show like The Walking Dead and be there every week. Engaging with fans, understanding the story line, and being an actual fan.

Why can’t brands be fans of the shows they watch?

It’s been said that Oreo captured lightening in a bottle with “dunk in the dark.” Actually, there are lightening strikes happening every second… hundreds of them actually. Are you ready? Is your team ready?

Plan all you want around the Oscars and the Super Bowl. Share your big impression numbers with your client and internal teams. Give yourself a pat on the back and then realize that it had zero impact on your business. Your strategy is flawed and if you were #RFA, you might find that you get less impressions, but build a better relationship with your target customer who might actually buy your product.

This post was originally featured on Green Matter Thoughts and was written by Kevin M. Green. The original post can be found here.