Twitterville: How Businesses Can Thrive in the New Global Neighborhoods

Front Cover
Penguin, Sep 3, 2009 - Business & Economics - 320 pages
6 Reviews

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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LibraryThing Review

User Review  - Aleesa - LibraryThing

Not only useful - well, actually, a must-read for anyone who wants to engage with others over Twitter - but fascinating. He had me at the opening chapter with "James Buck Gets Out of Jail and Inspires This Book." Read full review

LibraryThing Review

User Review  - CathrynGrant - LibraryThing

A little more theoretical than the title/marketing copy indicated, but gives an overview of the Twitter world. Read full review

Contents

Evolution of a Foodie
Resurrection of a Dinosaur
The Power of Generosity
Twittervilles Mayor
Inheriting a Tweeting Talent
The Luminary Brand
Addressing a Big Animal Behavior Problem
Humanizing the Humans

Do I Care What You Had for Lunch?
Try My Secret Sauce
A Defining Moment
Migration of the Fail Whale
Tipping the Tuna
Twitter After Dark
The Choreography of Sux
Thirty Clueless Days
A Frontier Shop
Growing Pie Slices
Listening as a Strategy
Lurking and Poking
Nonstop Feedback Loop
Part of who we are
A Caring Comcast
Flying over Twitterville
Skidding Out of the Conversation
Passengers Take the Controls
A Tree Falls on UHaul
A Really Big Headache
Pepsi Bites a Bullet
Driving Fans onto the Right Path
Two Oceans One Screen
Golden Moments
A Taxing Situation
LiveTweeted Surgery
The Hospitals Fault
Rubbermaids Lethal Generosity
Molsons Golden Giving
The Trumpetplaying Tweeter
Are Brands People?
Voices Behind the Grocers Shelf
Theres a Beef
Evernote
Mayo Clinic
Converging with the Diva
A Thousand Twittering Experts
Bartlesville Finds Twitterville
Mailstreamer in the Tweetstream
The Bottomup Analysts
The Twittering Recruiter
Conversations You Can See
A Community of Stock Pickers
A Creative Marketplace
Tweetups at The Groundz
Searching for a Twitterville Plumber
From Cave to Twitterville
The Social Media Strand
The Risk of Shedding Light
Rerouting for Safety
Converging on Twitterville
Feet on Bloody Streets
A Funny Thing Happened on the Way to New Jersey
Obama in Twitterville
Replacing the Governator
Opposing Voices
Snows to Newcastle
Three Action Areas
Emoticons from Mars
A New Channel
Rise of the Goverati
Peavatars Against Cancer
A Sad Sidebar
Epic Change at Shepherds Junior
Twestival
Giants Join the Party
Traditional Charities
The Kanter Model
Spam
Bots
Ruses of the Phishermen
A Joke on You
Stalkers Trolls and Identity Thieves
Becoming What We Measure
The Sunlight Approach
Humanizing Your Tweets
My Eight Tips
Tom Rafterys Beginner Tips
Wisdom of the Followers
Followship Exchanges
Bigger Is Often Better
Lose a Few Followers
Retweet Requests
Lets make a deal
Conversations Are Peacemakers
The Power of Personal Communications
Beyond Tangible Neighborhoods
The Business Model Issue
Twitter for Anytime
Twitter Terminology
Copyright

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