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People, Not Machines, Are on Twitter. Therefore, Act Accordingly to Enjoy Success
on September 15, 2012
Mark Schaefer clearly explains to his readers how to successfully derive business benefits from Twitter. Mr. Schaefer reduces what he calls the Tao of Twitter to three guiding principles:
1. Build targeted connections: More relevant connections mean more opportunities for business benefits.
2. Create meaningful content: Providing consistent, compelling content builds awareness and generates trust over time, resulting in new (relevant) Twitter connections.
3. Be animated with a mindset of helpfulness: The social Web is not different from any business relationship. Trust must be earned before it is given.
The author warns his (business) readers that mastering the third principle is the most challenging aspect of the essence of Twitter. Whoever is keen to oversell oneself on Twitter and confuses this social platform with a traditional broadcast media will alienate one's audience.
To his credit, Mr. Schaefer stresses that gaining success on Twitter requires persistence, patience, and a consistent presence. The author shares with his readers a number of tools and techniques that can facilitate the mastery of the Tao of Twitter.
As a nimble small business owner, Mr. Schaefer can make things happen fast on Twitter and in the physical world as he repeatedly demonstrates with much conviction through his book. People working for larger corporate organizations usually do not have both his authority and flexibility to move as fast as he does in both dimensions. Unsurprisingly, some readers will feel puzzled at times about how to successfully market what they have to offer in a non-overbearing way on Twitter.
In summary, the Tao of Twitter is a good addition to one's social media library.