Right. Now.

The pace of work is accelerating thanks to all the cool new tools we have at our disposal, the democratization of information and our ability to communicate with an ever expanding audience in an instant.

We can develop videos, ads and other messages in hours or minutes, instead of the weeks it used to take.

We can distribute them with the push of a button to millions of people via Twitter, Youtube, Facebook and other media.

But there's something more important than being fast in this era of instant communication – being right.

Just ask the folks at Blackberry, McDonald's and Qantas. 

Before you launch that next Social Media campaign, think about everything that can go wrong and plan for it before you push send.

Because you can't just be right now. 

You have to be right right now.