Twitterville: How Businesses Can Thrive in the New Global Neighborhoods

By Shel Israel

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."


NEWS & OPINION: strategy + business Best Books of 2009

Posted November 25, 2009, 4:52 PM with category of Management & Workplace Culture
The strategy + business annual books list is always one of the finest and most anticipated of the year. They get really smart and talented people who know how to pick 'em, and have them write (always highly intelligent and insightful) essays on their category—and, of course, the books in it. I've listed the picks below, but it really is worth heading over to strategy + business for the essays. Read more

NEW RELEASES: Twitterville Book Launch and Podcast

Posted September 4, 2009, 1:15 PM with category of Marketing & Sales
Today I had a nice conversation with Shel Israel about his new book, Twitterville: How Businesses Can Thrive in the New Global Neighborhoods, which also, coincidentally was released today via Portfolio. In both our conversation and the book, Shel talks about how companies are becoming involved in Twitter to do better business. He tells stories about companies like Dell, who are getting a better grasp on those dissatisfied with service they've received - and it's better than customer service, where a center waits for a call, and then attempts to deal with it as quickly as possible. Read more

NEWS & OPINION: Social Media in Books

Posted August 19, 2009, 6:26 PM with category of Marketing & Sales
Social Media has been a big topic for awhile, and seems to increase daily, as businesses scramble to figure out how to put this stuff to use. There's a lot of debate over best practices, and even if it should be used at all, but the overwhelming consensus is: use it. The problem is, "using it" isn't enough. Read more


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ISBN: 9781591842798

About the Hardcover

Publisher Portfolio
Publish date 09/01/2009
Pages 320
ISBN-13 9781591842798
ISBN-10 1591842794
Language English

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