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The Tao of Twitter: Changing Your Life and Business 140 Characters at a Time

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It’s time to take the mystery out of Twitter

You’re busy and don’t have time to decipher the confusing world of Twitter. In less than two hours, this bestselling book will show you how to connect and start creating meaningful business and personal benefits right away!

Behind every Twitter triumph, there is a well-defined success formula. This is The Tao of Twitter . . . a path, a majestic random synergy that ...

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Tao of Twitter: Changing Your Life and Business 140 Characters at a Time

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It’s time to take the mystery out of Twitter

You’re busy and don’t have time to decipher the confusing world of Twitter. In less than two hours, this bestselling book will show you how to connect and start creating meaningful business and personal benefits right away!

Behind every Twitter triumph, there is a well-defined success formula. This is The Tao of Twitter . . . a path, a majestic random synergy that holds the potential to impact your daily life . . . if you know that way!

Through real-life examples and easy-to-follow steps, acclaimed marketing expert Mark W. Schaefer teaches you:

  • Secrets to building influence on Twitter
  • The formula behind every Twitter business success
  • 22 ways to build an audience that wants to connect to you
  • Content strategies, time savers, and useful tips
  • 20 ways to use Twitter as a competitive advantage

Start your journey toward social media influence and business success today by learning, and following, The Tao of Twitter!

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Product Details

  • ISBN-13: 9780071802192
  • Publisher: McGraw-Hill Professional Publishing
  • Publication date: 8/17/2012
  • Edition number: 1
  • Pages: 112
  • Sales rank: 813,641
  • Product dimensions: 5.40 (w) x 8.30 (h) x 0.60 (d)

Meet the Author

Mark W. Schaefer is a college professor, consultant, blogger, and author of Return On Influence.

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Read an Excerpt

The Tao of Twitter

Changing Your Life and Business 140 Characters at a Time

By Mark Schaefer

The McGraw-Hill Companies, Inc.

Copyright © 2012McGraw-Hill
All rights reserved.
ISBN: 978-0-07-180219-2



Discovering the Tao of Twitter

The first tweet I ever received was: "It's 4 a.m."

Obviously, Twitter and I did not get off to a good start! Like most people, I thought it was just about the stupidest thing I had ever tried and that first tweet seemed to confirm it.

But I stuck with it, because, as a consultant and marketing educator, I was determined to learn what the buzz was about. I thought the whole thing was a little silly and maybe even spooky when unknown "followers" just started showing up.

And then I had my "a-ha" moment.

I was bored and was playing around on the computer one night when I logged on to Twitter and clicked on a trending topic for #NewFluName. I knew enough by this time to know that these topics represented the most popular real-time conversations in the world. Mildly curious, I clicked to see what was happening. It was a moment I'll never forget.

Remember when the pork industry was having a fit about the swine flu a few years ago? They thought the name was hurting sales of "the other white meat" and asked the public to call it something else. So thousands of people from around the world tweeted their contributions—HILARIOUS new names, like,

• The Aporkalypse

• Porky's Revenge

• This little piggy went to the bathroom

• Hog Flashes

• Porkenstein

• The Other White Flu

• Mad Sow Disease

• Hamageddon

• and my favorite, "Hamthrax"

Yes, it broke the monotony of my evening ... in fact, I laughed until I cried! But something more important happened. I was witnessing a real-time, global brainstorming session! It dawned on me that at no other time in the history of mankind could that conversation have taken place. It was an awesome moment, an inspiring moment. I began to think about all of the implications for business, for networking, for solving problems, for learning ... and for me.

People sharing, connecting, teaching, and entertaining each other in the moment—from every corner of the world. I had caught a glimpse of something profound and wonderful.

Over the next several weeks I witnessed Twitter serve as a powerful news source during the revolutionary activity in Iran (which put it on the cover of Time magazine). I made my first meaningful business connections. A torrent of links, humor, and insights came rushing at me every day, as I learned to surround myself with thought-leaders, teachers, and innovators. I began to realize that Twitter was probably the most dynamic, interesting, and compelling educational tool I had ever seen.

And the journey was just beginning ...

• My region of the United States is prone to dangerous storm cells and tornadoes. As the fierce winds arrived one day, we lost power and all communication ... except for Twitter, where I could read reports from local friends on the status of flooding and damage in the area. A tweet from a friend suggested an NOAA emergency weather center iPhone app that broadcast radio news during the storm, which I downloaded immediately.

• Through Twitter I have connected to hundreds of inspiring people from around the world, but none perhaps as loyal and dedicated as a young man named Muhammad Saad Khan, who is using Twitter and the social web to learn about social media from his home in Karachi, Pakistan. When I learned that he could not obtain a copy of my book, I sent him one. He is now using my book to teach others in his country how to use social media effectively.

• A Twitter friend knew I was teaching college courses in social media and recommended me to one of his clients, resulting in a consulting engagement with the U.K. government.

• After struggling with a problem with my blog RSS feed for a week, I asked for help over Twitter, and within minutes I found a resource that had the problem solved in one hour.

• One of my students, a music teacher, was able to promote her videos and connect to new friends associated with a well-known folk music festival in Texas. Through these relationships, she was invited to perform at the annual event. "This is my dream come true," she told me. "And it could not have happened any other way. Twitter has changed my life."

• I founded an annual social media conference called Social Slam, which attracts hundreds of people from throughout the U.S. and beyond. We sell this conference out each year and have never spent one dime on advertising. Every participant learned of the event through the powerful word-of-mouth attraction of Twitter.

I could go on, but by now I hope you're starting to see the diversity, usefulness, profitability, power, and fun of Twitter.

Make no mistake, there is a Tao to Twitter. There is a majestic random synergy that holds the potential to affect your life daily—if you know what you're doing. And most people don't know what they're doing. They don't grasp the Tao.

If you dissect any successful Twitter case study, any business benefit, any personal accomplishment that started with a tweet, there is a common theme—a success formula of sorts. The more I have become immersed in the social web, the more I am convinced that this Tao, or formula, is the path to success on Twitter.

By nature, I'm a conservative person. I'm not prone to bold claims. But after seeing hundreds, maybe thousands, of people follow the advice in this book, I know it works.

Our generation's source of all wisdom—that would be Wikipedia, of course—defines Tao as a word that "literally translates as 'way,' 'path,' or 'route' generally used to signify the primordial essence or fundamental aspect of the universe."

I like that idea. So let's explore this path ... this primordial essence. But to best explain it, I need help from a young graduate student and my favorite football team.


The Tao of Twitter in Action

One October evening I was watching my favorite American football team—the Pittsburgh Steelers—and doing a little work-related multi-tasking. I flipped on Twitter and announced through a Twitter message (known as a tweet): "Watching a football game tonight—Go Steelers!"

A few moments later I received a reply from Michelle Chmielewski (or, @MiChmksi as she is known on Twitter), who was at that time a graduate student at the University of Pittsburgh. "Watching the game too! Hope we will win!" she tweeted back at me.

Now, I only had a vague idea of who this person was. Although we had "followed" each other on Twitter, I could not recall ever having any dialogue with her before and certainly had no indication that this random tweet was about to change the course of our lives.

But Michelle knew who I was. Like any smart networker, she had taken care to surround herself with people she could learn from. Because I was a marketing professional, blogger, and college educator, she had included me in her Twitter tribe, and now took this opportunity to reach out and connect on a very human subject—sports. She wasn't selling anything. She wasn't asking for anything. She was simply being herself.

About a week later I was surprised and delighted to receive an e-mail from Michelle: "It was nice getting to 'meet' you the other night on Twitter," she wrote. "I really admire what you're doing on your blog, Mark. I am just starting out as a blogger myself. My blog is called 'The Observing Participant.' Is there any way you could take a look at what I am doing and give me some feedback?"

Of course I was happy to loo

Excerpted from The Tao of Twitter by Mark Schaefer. Copyright © 2012 by McGraw-Hill. Excerpted by permission of The McGraw-Hill Companies, Inc..
All rights reserved. No part of this excerpt may be reproduced or reprinted without permission in writing from the publisher.
Excerpts are provided by Dial-A-Book Inc. solely for the personal use of visitors to this web site.

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Table of Contents

Introduction v

1 Discovering the Tao of Twitter 1

2 The Tao of Twitter in Action 7

3 The Tao Explained 15

4 The Business Benefits of Twitter 21

5 Tao 1: Making Targeted Connections 35

6 Tao 2: Providing Meaningful Content 49

7 Tao 3: Offering Authentic Helpfulness 59

8 Immersion 67

9 Lists-The Key to Twitter Sanity 81

10 20 Ideas to Toast Your Competition 87

11 Twitter Time Savers 97

12 Balancing the Personal and the Professional 107

13 Secrets of Influence on Twitter 115

14 Advanced Twitter Concepts 123

15 Becoming a Top Cat on Twitter Chats 133

16 Is Twitter for Everybody? 139

17 Tao Power: Putting It All Together 147

Acknowledgments 157

About the Author 158

Notes 159

Index 161

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Customer Reviews

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Sort by: Showing all of 3 Customer Reviews
  • Posted June 20, 2014

    more from this reviewer

    Read this Book

    My sister passed this along to me and I can't thank her enough. I was not doing Twitter but found this book so interesting and helpful that I have created a Twitter account and am trying to build it with a sense of purpose (each person reading this may have a different "purpose" for Twitter). This book accomplished more than many related books have been able to do; it kept me engaged enough to read it cover to cover. The personal experiences described in the book are balanced with a theme/purpose rather than reading nothing but an autobiography of the author. The examples also mirrored some experiences I could relate to which made me "connect" with the message and motivated me to create a Twitter account. Even if you do not intend to be involved with Twitter, I recommend that you read this book 1. because it's interesting, 2. to become informed about this account that so many people use, and 3. to expand your computer skills. If you already are using Twitter then I still advise your read this to hone your skills.

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  • Posted January 10, 2014

    Short and to the point

    This is a great starter book for anyone delving into Twitter. The author explains why this platform is important, where it might fit in your business or organization and how to put its features to good use. If you're looking at any of the Twitter-related marketing books, make sure you read this one first.

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  • Anonymous

    Posted January 19, 2013

    Simplifies Twitter

    This book helped me to understand what Twitter is and how to use it. I liked the real life examples.

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