Review the best (and worst) of "real-time" marketing efforts during the Emmys. See how Fortune 500 companies use Instagram. Get the scoop on the first use of Tumblr in a court case, a new app that lets brands ask fans for permission to use their photos, and Facebook and Twitter's latest efforts to get in good with the community. Skim to reel in the end of September!

The Emmys happened last Sunday. If you're an ad fan, you were probably following #EmmysRTM, which means you've probably already seen the best and the worst of real-time marketing during the show. Twitter quickly covers stats, top moments, and behind-the-scenes tweets here, If you're a Breaking Bad fan, you'll be happy to know that Aaron Paul, who plays Jesse on the show, scored the most retweets of the night.

For the brand faux-pas, Omar Akhtar's got you covered, noting, "Ever since Oreo's now legendary tweet at the Superbowl last year, brands have been killing themselves trying to emulate that bit of social media genius." Peter Kim backs him up, openly wondering, "Is it time to pull the plug on RTM?"

However you feel, we still think the AARP's response to Jeff Daniels's Emmy win was timely and on-target. So, maybe, as always, winning at marketing of any kind is less about forcing it than about being effortlessly pitch-perfect. @RTMSucks seemed to favor Target, though.

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image of Angela Natividad
Angela Natividad is a social media strategist, copywriter, and journalist based in Paris. A Bay Area native and lover of vending machine candies, she co-founded and is a frequent guest on marketing podcast The Beancast. You can follow her on Twitter at @luckthelady.