Real-time marketing is always a double-edged sword. On one side, you're inserting your brand into relevant topics that can reach consumers instantly and spark conversation. On the other end, there's very little room for error. Mommy-narcotic of choice, ZzzQuil, upset their Twitter followers with a post that implied women (in general) lose sleep over not being engaged. The tweet, "Sleep like he finally proposed..." felt a little antiquated and chauvinistic. Maybe next time, ZzzQuil - it's hard to be funny without offending anyone!