The idea of “Active Communications”  is based heavily on media monitoring listening data AND proper framing, which is a bit of an art (unless you have first class AI/NPL skills) . To work efficiently, a multi-channel infrastructure that allows for real-time content is paramount.

Important concepts to take away:

• Timing and message coherency, to create a critical mass.
• Trust the data for real time decision making.
• Location based targeting with Fundamental,Technical and Sentiment analysis, per channel/medium.

Perhaps the biggest aspect is willingness to abandon prior methods after the data is received. You might be more comfortable with Twitter or another channel, but for the specific campaign it could be a  waste of time. Don’t fight up stream.