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Twitter Power 2.0: How to Dominate Your Market One Tweet at a Time Paperback – April 26, 2010


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Product Details

  • Paperback: 268 pages
  • Publisher: Wiley; 2 edition (April 26, 2010)
  • Language: English
  • ISBN-10: 0470563362
  • ISBN-13: 978-0470563366
  • Product Dimensions: 8.7 x 5.5 x 1.2 inches
  • Shipping Weight: 11.4 ounces (View shipping rates and policies)
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (127 customer reviews)
  • Amazon Best Sellers Rank: #606,259 in Books (See Top 100 in Books)

Editorial Reviews

Amazon.com Review

Since 2006, forward-thinking companies like Apple, JetBlue, Whole Foods, and GM have discovered the instant benefits of leveraging social media site Twitter to reach consumers directly, build their brand, and increase their sales. Some companies have whole teams of specialists whose only job is to respond to the tweets of consumers.

In this revised and updated edition of Twitter Power, online marketing guru Joel Comm explores the latest trends in how businesses and marketers can integrate Twitter into their existing marketing strategies to build a loyal following among Twitter members, expand awareness of their product or service, and even handle negative publicity due to angry or disappointed customers.

  • Updated with thirty percent new material, including all the latest business applications for Twitter
  • Includes new, recent case studies of companies at the forefront of the Twitter movement
  • Helps you develop your own social networking strategy to meet your specific business needs

Twitter Power is a must-have resource for any business leader who wants to keep up with the social media movement.

Twitter Tips from the Author
Driving Followers to the Mall

Look through my timeline, and you’ll see lots of different kinds of tweets. You’ll see links to my blog posts. You’ll see replies to my followers. You’ll see my opinions on politics, gaming, and social media. You’ll even see the odd quote that I’ve thrown in for fun and to spark some comments.

What you won’t see are tweets that tell people they should be buying my products. That’s not what I use Twitter for. I prefer to use it to build a brand and a community. In time, that will bring me more loyal customers and more sales overall. I can already see it happening in the number of visitors to my blog and the type of comments those visitors leave. But that doesn’t mean you can’t use Twitter to drive direct sales.

You can, but you have to follow a number of simple rules:

Don’t do it too often. A special offer once a week is plenty. More than that, and you’ll start to look like a commercial Twitter timeline rather than a personal one. That will reduce the number of your users.

Make the offers really special. Time-limited offers and discount coupons make followers feel that they’re being rewarded for reading your tweets. Being part of an exclusive club is a powerful motivator to keep reading.

Keep the offers targeted. People will follow you for all sorts of reasons. They might have seen your Twitter URL on your blog. They might have seen a reply to you in someone else’s timeline. Or they could have read one of your re-tweeted messages to name just three.

They’ll stick around because they find your tweets interesting and entertaining.

With a group of followers that could be quite varied, the temptation might be to make offers for any products you can think of. If someone offers you an interesting-looking joint venture, you might want to mention it on Twitter, offer a discount code, and see if anyone bites. You could do that, and some people might bite. However, if your keep your offers closely-targeted to your specialized subject—whatever that subject might be—you’ll continue to come across as an expert, and because your trust levels on that topic will be higher, your conversion rates should be higher too.

Don’t link to a sales page without a special offer. Although Twitterers understand that companies are using the site for branding and marketing, they don’t want to feel that they’re being pushed into buying. If the tweets are interesting and entertaining, then followers will be happy to read them.

In fact, they’ll enjoy them and they’ll see the company as having its finger on the pulse, as a firm that feels that it’s part of their community and that knows how to follow the community’s rules. Companies that are seen to view followers as nothing more than walking moneybags, though, aren’t going to pick up followers. They’re actually more likely to lose followers who were once customers.

Link directly to a sales page without making the follower feel that they’re receiving special treatment, and you create the impression that you really want to sell, not tweet.

Usually, the best way to drive followers to buying pages is to use the strategies we’ve seen already: Create entertaining tweets, and throw in occasional special offers that appear to reward followers while avoiding the appearance of a hard sale—or even that you’re marketing.

There is one exception though. A number of timelines have turned up on Twitter that take exactly the opposite approach. They’re a bit like Darren Rowse’s Twitterfeed account: They provide just one type of tweet and followers know exactly what they’re getting.

In this case, they’re getting nothing but special offers. Once in a while, MomsWhoSave (@momswhosave) will toss in a personal tweet. But it’s mostly discounts and coupon codes for its 8,375 followers.

Review

"Arguably, one of the best tomes...Twitter Power is jam-packed with clever ways to start and dominate a marketplace." (Brandopia.typepad.com, March 23rd 2009) "...good comprehensive overview...Comm is at his best when discussing how to use Twitter as a marketing, PR or promotional tool." (B2B Marketing, July 2009) --This text refers to an out of print or unavailable edition of this title.

More About the Author

Joel Comm is an entrepreneur, NY Times bestselling author, and new media innovator. An expert on harnessing the power of social media and mobile applications to expand your brand's reach and engage in active relationship marketing, Joel is a sought-after public speaker who leaves his audience inspired, entertained, and armed with strategic tools to create a new media campaign that will explode their business.

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Customer Reviews

I am currently reading Joel Comm's book on Twitter Power and it is great so far.
Charles M. Hanes
It's a great book, and for anyone wanting to learn more about Twitter, I highly recommend it!
Amazon Customer
If you want to know how to use Twitter and get involved in the craze, this is a great book.
Scott

Most Helpful Customer Reviews

60 of 70 people found the following review helpful By James L. Paris on February 10, 2009
Format: Hardcover Verified Purchase
This is the third Twitter book I have read and this one was the best by far. In my reading and marking pages, I found at least 50 specific marketing strategies I can use right now. Being an author of 20 books myself, I am a tough critic of these kinds of books. I would give this one my highest recommendation for anyone wanting to learn about Twitter or online marketing in general.

[...]
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8 of 8 people found the following review helpful By Rhiannon Bowman on February 23, 2009
Format: Hardcover
If you're interested in creating a successful Twitter account- especially one you hope will boost your bottom-line- you'll find the book is worth every cent.

It's obvious from the start of the book, which you'll want to read in front of your computer, that Comm wants readers to utilize it as a reference guide to get started and make productive use of their Twitter time- not be an end-all-be-all Twitter Bible (he leaves plenty of room for Twitter to upgrade).

New Twitter users will find the first three chapters immensely helpful, while those of us who are already Tweetie Birds (follow me @RhiBowman) could easily skip them. Though, I wouldn't, if I were you; you'll likely find a couple of wise tips you never knew you were looking for within those pages. They cover a brief history of social media, Twitter's recipe for success and how to get started- from choosing a user name to resources for designing your profile page.

While it's true much of the rest of the book is intended for business users, the good-to-know information will be helpful for those who are all about Twitter fun, too. Every Twitterer wants to build a following (chapter five), needs to "play nice" (chapter 12 covers legal-ese) and lots of groups might be interested in using Twitter to communicate with their members (chapter seven). But, business users will want to pay particularly close attention to the chapters on customer service, brand building and using Twitter as a tool to drive traffic to your Web site (and products).

The book is easy to use as a reference with its thorough contents page(s) and comprehensive index. So, for those who don't feel they have the time to read cover-to-cover, you can certainly pick through for the specific information you need to know.
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17 of 20 people found the following review helpful By Miles Baker on February 6, 2009
Format: Hardcover
I've been following Joel on Twitter for over a year as of writing this. Over that time I've seen his Twitter following grow by thousands of followers! Watching this amazing growth and following Joel's tweets I've realized he definitely knows Twitter inside and out. I'm glad he's finally released all his knowledge and tips into book format.

Just in the the first few chapters Twitter Power covers the basics and potential mistakes I see SO MANY people making with Twitter. It then goes on to cover many other helpful aspects such as how to use Twitter to build your brand, getting help, building a team, applications you can use with Twitter, and more.

I highly recommend reading Twitter power for anyone that uses Twitter and wants to get the most out of it.
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7 of 7 people found the following review helpful By Kelly Monaghan on February 28, 2009
Format: Hardcover Verified Purchase
Whenever I get involved in something new, I like to get the definitive source of information to make sure I do it right.

"Twitter Power" certainly fits the bill on that score. Lucid and well-written, the book will be my Baedeker as I navigate the world of Twitter and social media.

I only wish Comm had spent a little more time on the most basic of basics -- deciphering the Twitter interface and Twitter conventions, for example. It took me a while to figure some of that stuff out and I'm still learning.

He should also yell at his publisher for the sloppy editing job they did. Comm deserves better.

But these are minor carps. The book is a must for anyone who wants to get started with Twitter the right way and it is highly recommended.
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15 of 18 people found the following review helpful By Marian Marbury on May 20, 2009
Format: Hardcover
I found the book too basic in some ways, very redundant, and not particularly helpful. An example- lots of stuff on how to gain new followers (none of it particularly original) but nothing on how to manage all those followers. So you have 500 - how do you keep up with all those tweets? (answer- ignore most of them and use TweetDeck to help you focus on the people you find valuable and want to engage with). Save your money and read some of the helpful blogs available.
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5 of 5 people found the following review helpful By Amazon Customer VINE VOICE on February 22, 2009
Format: Hardcover
Twitter Power is a great book that covers everything I wanted to know, and needed to know (without realizing it) about using Twitter in the best ways possible. I joined Twitter a while back, started tweeting and looking around online at the other tweeters, and really started to wonder just what in the heck all the Twitter hype could possibly be about. Sure, it's cute to be able to send micro-blogs of up to 140 characters length out to the world, so what's the big deal? Well, Joel Comm's book opened my eyes, and I now know what the big deal is! I'm eagerly pressing on with his suggestions and guidance, and after just a few days of implementing what he teaches in his book, it's starting to work, and work well.

After explaining the basics of Twitter, and how it compares to several other well known social media sites on the web, Joel's chapter 3 dives right in with details of how to work with Twitter the right way, right from day one. For example, he starts with creating and adding your own powerful background image, with a good explanation of why that's important. His checklist of exact sizing, positioning, and what content to put there, and what not to put there, is exactly the type of nuts and bolts guidance I was looking for. There's much more to this one chapter than just creating your background image though, and it's all packed with great advice and know-how.

The other chapters in Twitter Power fill in all the important things you should know about Twittering, and how to leverage its value to help you promote your own products, business, or even just to brand yourself.
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