Copyrighted material – 9781137479556
CONTENTS
List of Figures
vii
Foreword
xi
Acknowledgments
xiii
Author’s Note Introduction
xv No Time Like the Present
1
1 Relevance Is Trending Up
13
2 Understanding Brands on Twitter
39
3 RTM Performance for Big, Known Events
87
4 RTM Performance for Unknown Events and Daily Trends
125
5 Laying a Data-Driven Foundation for Real-Time
147
6 Aiming for Real-Time Success
167
7 The Data-Driven RTM Process
181
8 The Future of RTM
207
9
225
Conclusion
Notes
227
Index
229
Copyrighted material – 9781137479556