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Twitterville: How Businesses Can Thrive in the New Global Neighborhoods

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Overview

Twitter is the most rapidly adopted communication tool in history, going from zero to ten million users in just over two years. On Twitter, word can spread faster than wildfire. Companies no longer have the option of ignoring the conversation.

Unlike other hot social media spaces, Twitterville is dominated by professionals, not students. And despite its size, it still feels like a small town. Twitter allows people to interact much the way they do face-to-face, honestly and authentically. One minute, you’re com- plaining about the weather with local friends, the next, you’re talking shop with a colleague based halfway across the globe.

No matter where you’re from or what you do for a living, you will find conversations on Twitter that are valuable. Despite the millions of people joining the site, you’ll quickly find the ones who can make a difference to you.

Social media writer Shel Israel shares revealing stories of Twitterville residents, from CEOs to the student who became the first to report the devastation of the Szechuan earthquake; from visionaries trying to raise money for a cause to citizen journalists who outshine traditional media companies.

Israel introduces you to trailblazers such as:

· Frank Eliason, who used Twitter to reverse Comcast’s blemished customer service reputation
· Bill Fergus, who was on the team at Henry Ford Medical Center during the first “live tweeted” surgery
· Scott Monty, social media officer for Ford, who held off a mob of misinformed Ranger fans and averted a PR crisis
· Connie Reece, who used Twitter to raise tens of thousands of dollars for cancer patients in need
· The Coffee Groundz, a Houston-area coffee shop that uses Twitter to pack the tables (and fight off Starbucks)

Twitterville features many true stories as dramatic as these. But it also recounts those of ordinary businesspeople who use Twitter to get closer to their customers. And it explains how global neighborhoods will make geography increasingly irrelevant.
It even explains why people sometimes really do care what you had for lunch.

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Product Details

  • ISBN-13: 9781591842798
  • Publisher: Penguin Group (USA) Incorporated
  • Publication date: 9/3/2009
  • Pages: 320
  • Product dimensions: 5.98 (w) x 8.62 (h) x 1.08 (d)

Meet the Author

Shel Israel is a social media journalist and public speaker. He has contributed to FastCompany.com, BusinessWeek.com, and the Dow Jones Company. He is the coauthor with Robert Scoble of Naked Conversations: How Blogs Are Changing the Way Businesses Talk with Customers and author of The Conversational Corporation, a Dow Jones eBook.
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Sort by: Showing all of 2 Customer Reviews
  • Posted February 26, 2010

    A New New Media For Business To Master

    Twitter was an accidental tool built to solve an internal business problem. It took a while for the builders to realize that it was really a business tool that other businesses could use. Here are some specific real world examples of how that is done.

    At first glance, it is hard to see how a business transaction can even get started with no more than 140 characters, but then google's AdWords do quite will with even less. Twitter usage does not require any secret sauce, results may vary, and there certainly isn't a well defined roadmap, but this book does show how some path finding companies are learning how to use this relatively new medium, by heavily relying on concrete examples of how specific businesses have managed to use twitter successfully. For the most part, twitter has become an adjunct to these companies' other communications methods, becoming fixtures in the marketing mix, as well as extending customer support in some cases.

    These mini case studies also outline the emerging rules of the road of this very public communications channel. Like the medium itself, these are based on common sense and common courtesy, resulting in a surprising self policing capability that other electronic channels lack.

    There is also a short history of how twitter came about, another serendipitous result of a sequence of innovations that cannot be planned or anticipated, neither individually nor collectively. The book does not have any detailed instructions on how to use twitter, or its various attributes (such as the APIs), but does present an in depth view of how others have made it part of their business, even when a specific business case may be hard to make.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted October 20, 2010

    No text was provided for this review.

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