- Hardcover: 320 pages
- Publisher: Portfolio; First Printing edition (September 3, 2009)
- Language: English
- ISBN-10: 1591842794
- ISBN-13: 978-1591842798
- Product Dimensions: 6 x 1.2 x 9 inches
- Shipping Weight: 12 ounces (View shipping rates and policies)
- Average Customer Review: 37 customer reviews
- Amazon Best Sellers Rank: #2,176,022 in Books (See Top 100 in Books)
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Twitterville: How Businesses Can Thrive in the New Global Neighborhoods First Printing Edition
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About 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.
Top customer reviews
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Twitterville is a logical extension of Naked Conversations. It's well-written and digs deep on how companies have used (as well as haven't used) this new medium to their advantage. Twitter, whether you like it or not, is changing the world. People are thinking and reading in 140 characters or less. Companies are beginning to listen and open their doors to Twitter. The results are amazing and Shel has documented all of the amazing stories in a single volume... Twitterville.
This book is a must read for companies who "don't get" Twitter. It's a must read for Marketers who want to effectively use Twitter. And it's a great read for Twitter business users - providing them with priceless information on how to leverage the medium. Kudos to Shel for writing such an amazing book - the best book to date that I've found on the strategies behind Twitter!
Twitterville + Twitter for Dummies is the power combination for developing and executing strategies utilizing Twitter! Must reads for every business.
Here's why: Twitterville offers an outstanding insight, through case studies, into the different ways that individuals and businesses (large and small) have successfully leveraged Twitter. Importantly, even though it seems silly to talk about history when discussing Twitter (after all, Twitter is only 3 years old), this history is important because it shows the growing shifts in social activism and the increasing voice that loosely organized "groups" have gained when using Twitter to respond to marketing campaigns (and missteps) launched by brands. This history also shows that cultural norms - even for a 3 year old social network - continue to radically shift. What was acceptable in 2007 and 2008 (or if not acceptable, at least not visible) is met with criticism and anger in 2009.
Why should you care how others have leveraged Twitter? You should care because missteps on Twitter can create publicity nightmares for brands (and individuals). And while some brands even now continue to stay silent on Twitter, Shel correctly reminds us in the final chapter that: "Chances are that right now, there's a conversation going on in Twitterville that can impact what you do for a living."
Think about that for a moment. Historically, brands (mostly through agencies) closely guarded and controlled conversations about their products or services. Social networks have changed this dynamic, and Twitter has led this shift. Through case studies, Shel shows how big brands (including Dell, Jetblue, Comcast, American Airlines, U-Haul) and small brands (including Seesmic, StockTwits and my company, crowdSPRING) reacted to these changes (some leveraging the opportunities to strengthen their brands, while others failing miserably and tarnishing their brands). While there's still a great deal of confusion about how companies can fully and sincerely use Twitter, there's little doubt that some brands could benefit from interacting with their customers on Twitter.
If you're not interested in business case studies and stories, Twitterville has plenty to keep you interested. For example, Shel writes about how individuals - including, among others, Jeremiah Owyang (@jowyang) and Chris Brogan (@chrisbrogan) - have built personal brands using Twitter. Other chapters cover Twitter's impact on journalists, politicians, and charitable fundraising, among other topics.
This isn't a how-to book. Those looking for a list of top 10 things you can do to increase Twitter followers won't find such a list in Twitterville. However, those looking to understand how to succeed (or avoid failure) on Twitter will learn much from reading this book.
Twitterville on the other hand is not as good a read.. It lacks the sophistication and clear structured writing I would have appreciated as a reader.
However as I progressed through the book I was struck by a thought. Perhaps this was the main point for me (and the difference between the two companies) Twitter does not have the same purpose as Facebook. Twitter (as shown in the book) is more like conversation and so I cannot expect the book to read like a thought-out novel; but more like a conversation, first going this direction then back again.
I ended up appreciating the book more than I would have originally have thought. I don't know if I am going to be tweeting my life anytime soon but I do understand the phenomena betterhaving read this book.
Most recent customer reviews
Shel Israel in Twitterville: How Business Can Thrive in the New Global...Read more
In terms of coverage its pretty comprehensive. B2B and B2C usages, as well as individuals.Read more
The blog post can be found at: [...]
Review by Richard L. Weaver II, Ph.D.Read more