Twitter Marketing: An Hour a Day -- Acknowledgments -- About the Author -- Contents -- Foreword -- Introduction -- How to Use This Book -- Part I: Get to Know Twitter -- Chapter 1: Understand Twitter -- Twitter History and Definitions -- Twitter's Technology -- Twitter's Rapid Ascent -- Twitter's Financial Future -- What Makes Tweeps Tick? -- Twitter's Culture -- The Main Points -- Chapter 2: Who's Using Twitter for What? -- Demographics -- Individual Users -- Bots, Games, and Memes -- Small and Home-Based Businesses -- Not-for-Profits: Charities, Causes, the Arts, Houses of Worship, and Associations -- Academia and Higher Education -- Government -- Marketing, Advertising, Public Relations, and Communications Professionals -- Media Outlets -- Sports and Entertainment -- Corporations and Brands -- The Main Points -- Chapter 3: Twitter, the Multipurpose Platform -- What Twitter Can Accomplish -- Key Questions to Consider for Branding -- The Main Points -- Part II: Month 1: Master Twitter Fundamentals -- Chapter 4: Week 1: Get on Twitter -- Monday: Create an Account -- Tuesday: Find People to Follow -- Wednesday: Learn Twitter Lingo -- Thursday: Access Twitter -- Friday: From Lurking to Leaping -- The Main Points -- Chapter 5: Week 2: Find and Attract Followers -- Followers and Following -- Monday: Use Basic Search to Find Followers -- Tuesday: Add New Friends -- Wednesday: Attract Followers -- Thursday: Syndicate Your Tweet Content -- Friday: Tools to Help Build and Manage Followers -- The Main Points -- Chapter 6: Week 3: Use Twitter Search and Other Tools to Improve Your Experience -- Search and Other Tools for Twitter -- Monday: Master Twitter Search -- Tuesday: Use Tools to Enrich Your Tweets -- Wednesday: Analyze Your Twitter Activity -- Thursday: Experiment with Other Useful Twitter Tools -- Friday: Fun with Twitter Tools -- The Main Points.

Chapter 7: Week 4: Track and Monitor What Twitter Generates for You -- Twitter Metrics -- Monday: Understand What to Track and How to Review It -- Tuesday: Alerts-Simple Tracking Tools -- Wednesday: Advanced Tracking Tools -- Thursday: Compile Tracking Data -- Friday: Review, Analyze, and Respond to Tracking Data -- The Main Points -- Part III: Month 2: Develop and Launch Your Strategic Plan -- Chapter 8: Week 5: Develop a Successful Twitter Strategy -- Monday: Study Brands Succeeding with Twitter -- Tuesday: Different Approaches to Develop Your Strategy -- Wednesday: Study Strategies for Market Verticals -- Thursday: Twitter's Role in Your Overall Marketing Strategy -- Friday: Avoid Pitfalls -- The Main Points -- Chapter 9: Week 6: Establish Goals and Get Corporate Buy-In -- Monday: Establish Objectives -- Tuesday: Measure and Report Upon Your Objectives -- Wednesday: Determine Tweet Topics -- Thursday: Assign Resources -- Friday: Get Company Buy-In -- The Main Points -- Chapter 10: Week 7: Get Your Brand Started on Twitter -- Monday: Claim Your Brand's Twitter Name -- Tuesday: Set Up Your Brand's Profile -- Wednesday: Your First Brand Tweets -- Thursday: Engage Your Brand's Followers -- Friday: Summarize Best Practices -- The Main Points -- Chapter 11: Week 8: Monitor, Measure, and Valuate -- Monday: Review Your Twitter Stats -- Tuesday: Analyze Your Website Traffic -- Wednesday: Analyze Actions -- Thursday: Valuate -- Friday: Review Case Studies -- The Main Points -- Part IV: Month 3: Maintain Your Twitter Presence -- Chapter 12: Week 9: Institutionalize Maintenance -- Monday: Hold Weekly Meetings -- Tuesday: Implement Weekly Action Plan -- Wednesday: Oversee Production Requirements -- Thursday: Prepare Documentation -- Friday: Deliver Results to Management -- The Main Points -- Chapter 13: Week 10: Prepare for Crisis Management.

The Reality of Twitter Crises -- Monday: List Potential Crises -- Tuesday: Create a Fire Drill -- Wednesday: Write a Twitter Crisis Management Action Plan -- Thursday: Know How to Really Say "I'm Sorry" -- Friday: Distribute Your Crisis Action Plan -- The Main Points -- Chapter 14: Week 11: Develop a Direct Response Promotion for Twitter -- Monday: Define the Need -- Tuesday: Define Campaign Components -- Wednesday: Move to Production -- Thursday: Work Your Announcement Strategy -- Friday: Launch Your Campaign -- The Main Points -- Appendix A: Twitter-Related Glossary -- Appendix B: Twitter-Related Tools and Resources -- Appendix C: Tips from Tweeps -- Appendix D: Social Media Guidelines -- Eastman Kodak's Social Media Corporate Guidelines -- Index.