Google Wave, Twitter, FriendFeed, and Facebook have given rise to the what is known as the real time web. Trendwatching picks up on this theme and addresses it as Nowism (good list of realtime tools about 1/3 of the way in). This briefing is worth a skim. Notable quote:
The bottom line: while the appeal and influence of ‘now’ has been building for years, societal attitudes, sky-high consumer expectations and new technologies are currently converging in such a powerful way that brands truly have no choice but to go ‘real-time’: in their business intelligence processes, in their customer conversations, in their innovation labs, in their distribution, sales, marketing and branding departments…