--- title: Harnessing the Here and Now image: https://www.davidmeermanscott.com/hs-fs/file-1605117355-jpg/blog-files/6a00d83451f23a69e2013488292856970c-120wi.jpg --- [Skip to main content](https://www.davidmeermanscott.com/blog/2010/10/harnessing-the-here-and-now.html#maincontent) [ «  View All Posts ](https://www.davidmeermanscott.com/blog) # Harnessing the Here and Now October 13th, 2010 1 min read By [David Meerman Scott](https://www.davidmeermanscott.com/blog/author/david-meerman-scott) ![](https://www.davidmeermanscott.com/hs-fs/file-1605117355-jpg/blog-files/6a00d83451f23a69e2013488292856970c-120wi.jpg?width=120&height=38&name=6a00d83451f23a69e2013488292856970c-120wi.jpg) A huge company has announced that it is acquiring one of your competitors. The news hit the wires five minutes ago. What would you do right now? *Not tomorrow.* **Now!** These are the ideas I explore in my new book [Real-Time Marketing & PR](https://www.davidmeermanscott.com/books_real-time.htm) which releases on November 1, 2010. Over the next several months, I'll be [speaking](https://www.davidmeermanscott.com/engagements.htm) about the ideas in the book, releasing a new ebook with surprising and fascinating original research, writing bylines, shooting video, and posting on [Web Ink Now](https://www.webinknow.com/) so I can share the concepts of real-time with you. [![Mit_tech_rev](https://www.davidmeermanscott.com/hs-fs/file-1605117355-jpg/blog-files/6a00d83451f23a69e2013488292856970c-120wi.jpg "Mit_tech_rev")](http://freshspot.typepad.com/.a/6a00d83451f23a69e2013488292856970c-pi) Here's an article I wrote titled [Harnessing the Here and Now](http://www.technologyreview.com/business/26432/page1/) for the *MIT Technology Review* which came out this week. I'm kinda psyched to have my stuff published here because of the many smart people I know who are associated with MIT including [Brian Halligan](http://twitter.com/#!/bhalligan), [Dharmesh Shah](http://onstartups.com/), and [Hiroshi Ishii](http://web.media.mit.edu/~ishii/). Me? MIT? No way! Anyhow, in [Harnessing the Here and Now](http://www.technologyreview.com/business/26432/page1/) I discuss five ways to embrace real-time marketing: 1. Monitor social networks in real time 2. Engage the media in real time 3. Connect with customers right now 4. Tap the crowd for ideas 5. Create a policy for real-time communication [ David Meerman Scott ](https://www.davidmeermanscott.com/blog/author/david-meerman-scott) David Meerman Scott is a business growth strategist, advisor to clever entrepreneurs who are building emerging companies, and the international bestselling author of a dozen books published in 30 languages. David’s high-energy keynote presentations, masterclasses, and virtual events educate, energize, and inspire. Connect: [mailto:david@freshspot.com](mailto:david@freshspot.com) Topics: [ Real-Time Marketing & PR ](https://www.davidmeermanscott.com/blog/topic/real-time-marketing-pr) Don't forget to share this post: ## Related Articles [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Real%20Time%20PR.png?width=1536&height=1024&name=Real%20Time%20PR.png) ### Why Real-Time PR Matters in the Age of AI Search September 17th, 2025|1 min read ](https://www.davidmeermanscott.com/blog/why-real-time-pr-matters-in-the-age-of-ai-search) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Trump%20Mug%20shot.jpg?width=1832&height=1226&name=Trump%20Mug%20shot.jpg) ### Trump Rejoins Twitter After 2 Years, Sharing His Mug Shot August 25th, 2023|1 min read ](https://www.davidmeermanscott.com/blog/trump-rejoins-twitter-after-2-years-sharing-his-mug-shot) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Apple-WWCD23-Vision-Pro-with-battery-230605.jpg?width=1960&height=1102&name=Apple-WWCD23-Vision-Pro-with-battery-230605.jpg) ### Apple Vision Pro Spatial Computer Launch Is PR Done Right June 6th, 2023|1 min read ](https://www.davidmeermanscott.com/blog/apple-vision-pro-spatial-computer-launch-is-pr-done-right) [![Huge number of cases of Budweiser](https://www.davidmeermanscott.com/hs-fs/hubfs/Budweiser.jpeg?width=680&height=450&name=Budweiser.jpeg) ### World Cup Sponsor Budweiser Gives Beer To Winning Country When Qatar Bans Alcohol December 8th, 2022|1 min read ](https://www.davidmeermanscott.com/blog/world-cup-sponsor-budweiser-gives-beer-to-winning-country-when-qatar-bans-alcohol) [![Twitter and Mastodon logos](https://www.davidmeermanscott.com/hs-fs/hubfs/Mastodon%20will%20not%20replace%20Twitter.jpg?width=1002&height=520&name=Mastodon%20will%20not%20replace%20Twitter.jpg) ### No Way Mastodon Will Kill Twitter November 10th, 2022|1 min read ](https://www.davidmeermanscott.com/blog/no-way-mastodon-will-kill-twitter) [![](https://www.davidmeermanscott.com/hubfs/Merch%20table.jpg) ### Real and Perceived Scarcity as a Marketing Strategy October 26th, 2021|1 min read ](https://www.davidmeermanscott.com/blog/real-and-perceived-scarcity-as-a-marketing-strategy) [![](https://www.davidmeermanscott.com/hubfs/Harris%204.jpg) ### Joe Biden Announces Kamala Harris as VP Pick to Fans First August 12th, 2020|1 min read ](https://www.davidmeermanscott.com/blog/joe-biden-announces-kamala-harris-as-vp-pick-to-fans-first) [![1 NH and USA flags](https://www.davidmeermanscott.com/hubfs/1%20NH%20and%20USA%20flags.jpg) ### Democratic Presidential Candidates Not Using Digital Platforms to the Full Potential May 8th, 2019|1 min read ](https://www.davidmeermanscott.com/blog/democratic-presidential-candidates-not-using-digital-platforms-to-the-full-potential) [![Carbon black image 2.jpg](https://www.davidmeermanscott.com/hubfs/Carbon%20black%20image%202.jpg) ### Carbon Black Seizes The Moment When Expertise Is In High Demand June 29th, 2017|1 min read ](https://www.davidmeermanscott.com/blog/carbon-black-seizes-the-moment-when-expertise-is-in-high-demand) [![IOT-Press release.jpg](https://www.davidmeermanscott.com/hubfs/IOT-Press%20release.jpg) ### World’s First Real-Time Data Enabled Toilet Paper Holder! 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