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Should an airline be talking about the royal baby? What's a candy bar doing Tweeting about a soccer match? Since when does laundry detergent weigh in on TV shows? Those conversations seem crazy, right? They're mismatched, they're nonsense? and they are working. In today's ongoing battle for consumer attention, brands have been using a new strategy called real-time marketing to engage their audience on topics that are already top of mind. In Trendology, Chris Kerns uses a data-driven approach to analyze how brands are using social media to finally answer the burning question: How should brands best capitalize on trends? Kerns dives into the data from more than 100 of the top brands on Twitter (including Disney, MTV, Starbucks, Coca-Cola, BMW, J.C. Penney, Nike, Sony, IKEA, and many more) to uncover patterns of real-time marketing performance across huge global events, smaller pop culture moments, breaking news stories, and daily hashtag trends. Along with these insights, readers will
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