While there are other how-to Twitter books on the market, this one is unique because I sought out some of the world's most powerful marketers and grilled them on their subject matter expertise. In these pages you'll read how the head of social media advertising at global PR firm Edelman crafts his Twitter ad campaigns. You'll see how The Atlantic magazine leverages Twitter to send millions of readers to its website. You'll hear how a crisis PR consultant monitors Twitter to deliver real-time intelligence and response during a brand calamity. This book gives you direct insight into how the world's top marketers approach Twitter and use it to drive sales and influence.