Twitter means business: How microblogging can help or hurt your company

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Twitter Means Business:
How microblogging can help or hurt your company

ISBN: Paperback: 1-60005-118-9
eBook: 1-60005-119-7

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Book Table of Contents

Chapter One: “Twitter: Why you should care”
Get an overview of the service and learn about its growing relevance to businesses of all sizes. This chapter summarizes the ways firms use Twitter: In stealth mode, as a way to push out information, and – most vital – as a way to start conversations with customers.

Chapter Two: “Five Companies Using Twitter”
Dig into five detailed case studies. The famous companies profiled here – Dell, Comcast, JetBlue, Whole Foods and Zappos – have led the way in corporate Twitter use. They use the service in different ways, which shows the flexibility and versatility of this medium.

Chapter Three: “Still More Firms on Twitter”
Get more than a dozen quick-hit case studies focused on the likes of the H&R Block tax-service firm, the Mars Snacks candy supplier, the Geek Culture comic artists, the music-gear maker Sonos and software maker Evernote. Learn how Twitter is used in the media.

Chapter Four: “Twitter and Public Relations”
Read about public-relations agencies that use Twitter. As the PR industry has embraced Twitter en masse, it is persuading its business clients to give it a look. Firms such as the Graco baby-product maker use Twitter, thanks to advice from public-relations advisers.

Chapter Five: "The Twitter Experts Weigh In”
Absorb the wisdom of seasoned Twitter users. The author hosted a Twitter-based round table among social-media veterans in the Twin Cities and elsewhere. This chapter has a full transcript of the tweets from the event, which explores how Twitter means business.

Chapter Six: “Twitter Tips, Tricks and Tools”
Get Twitter basics, then dig deeper. This chapter shows you how to bend the service to your will. Tour the vast ecosystem of services and software meant to augment Twitter. Learn about Twitter competitors like Friendfeed, and how to juggle multiple services.

About the Author

Julio Ojeda-Zapata

Julio Ojeda-Zapata has been on the front lines of the Internet and computer revolutions as a technology reporter, editor and syndicated columnist for more than a decade. He’s an Internet addict with a bulging RSS newsreader and thousands of tweets (he is @jojeda). He works at the St. Paul Pioneer Press newspaper, part of MediaNews Group. He lives in St. Paul, Minn., with his wife, son and their guinea pig. Contact him at julio@twitin.biz.

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Paperback: $19.95 (with 15% discount only $16.96)	eBook: $11.95

Book from Happy About
"Twitter Means Business:
How Microblogging Can Help
or Hurt Your Company"
by Julio Ojeda-Zapata

Book Summary

"Twitter Means Business "

Millions of Internet users have fallen in love with the Twitter “microblogging” service, which lets them swap brief text “tweets.” Now companies are embracing the service to engage customers, promote products and monitor what is being said about their brands.
Given the passion and high profiles of “Twitterverse” denizens, the service has evolved into a vital early-warning system for businesses seeking to stave off criticism, and as a way to build better relationships with customers. That is why companies need to know Twitter. Embracing it can help a business thrive; ignoring the service could well hurt it.
For companies unfamiliar with Twitter, this book serves as a field guide. They will get a Twitterverse tour, and learn about the dozens of firms big and small that have harnessed Twitter as a powerful, flexible business tool. The bottom line: Twitter means business.

Praise for "Twitter Means Business"

"Julio's book on Twitter is the first business-minded book about the topic that I feel comfortable recommending to companies wondering why they should consider the tool for their organization. I've found a resource that I will share effusively."
Chris Brogan (@chrisbrogan), social-media authority at chrisbrogan.com
"Julio brings us the first handbook for companies that want to properly understand, learn from and engage with the uniquely powerful social-media phenomenon that is Twitter. His crisp, clear writing style and thorough research make 'Twitter Means Business' an accessible point of entry for anyone looking to learn more on the topic."
Laura Fitton (@Pistachio), Principal and Founder, Pistachio Consulting

"Think microblogging is all about announcing what you had for lunch? Think again. In 'Twitter Means Business,' Julio Ojeda-Zapata offers compelling case studies that demonstrate the power of engaging customers in this emerging social-networking platform -- 140 characters at a time."
Bryan Person (@BryanPerson), Social Media Breakfast founder and LiveWorld social-media evangelist

"Millions of people gather around the new water cooler known as the Internet and talk about products, services and brands. Only now what they say is permanent, archived and searchable. The bad and the good never go away. In this book, Julio Ojeda-Zapata gives excellent advice to businesses on how to participate in one of the major water coolers on the web -- Twitter -- and come away with not just more good than bad said about you, but new legions of loyal brand fans."
Jason Falls (@JasonFalls), Doe-Anderson social-media director and SocialMediaExplorer.com author

"Of all the up and coming technology and communication tools on the web, Twitter has mystified and empowered more people than any similar service. In 'Twitter Means Business,' Julio Ojeda-Zapata makes short work of demystifying Twitter, both on threats and opportunities for business. He provides an engaging mix of big-brand and small-business case studies, applications for PR, and a plethora of Twitter crowdsourced tips from -- where else? -- Twitter. This book is an excellent primer for companies and business professionals that want to really understand the impact of Twitter for business."
Lee Odden (@leeodden), CEO, TopRank Online Marketing

"As more and more corporations - and individuals - try to figure out Twitter and other forms of microblogging, there are pitfalls and dangers, as well as great reward for the companies that participate in the conversation. Julio has written a great primer not only for microblogging, but a great book for companies interested in social media as a whole."
Jeremy Pepper (@jspepper), author of a public-relations blog POP! PR Jots, and a veteran PR and social-media professional

"In 'Twitter Means Business,' Julio Ojeda-Zapata profiles two of my Twitter friends, Comcast and JetBlue. Yes, these companies are now my friends because we talk, on Twitter. Thinking about using Twitter to connect with your customers and prospects? Ojeda-Zapata provides case studies to guide you. Really, really great stuff."
Steve Garfield (@stevegarfield), pioneering video blogger and Boston Media Makers founder

"With 'Twitter Means Business,' Julio Ojeda-Zapata delivered a comprehensive guide for companies of any size to embrace micro-blogging. The many real examples and actionable tips point the reader to find and join the conversation. With this book, you are on you way to start a successful social-media program for your small business or global brand."
Julio Fernández (@SocialJulio), global-search and social-media strategist, GlobalStrategies.com

"This book captures Twitter's essence and explains its powerful ability of allowing businesses to converse with their customers."
Connie Bensen (@cbensen), online-community strategist, conniebensen.com

"Consider `Twitter Means Business' required reading for thosewho believe Twitter's sole purpose is to give the self-absorbedan avenue to crack wise in 140 characters or less. Julio clearlyspells out the practical purposes of Twitter for individuals andindustry."
Christopher Breen (@BodyofBreen and @HairofBreen ), MacworldSenior Editor and technology-book author

"Twitter Means Business" news coverage:

The Minnov8 Gang Podcast talked all things Twitter with the author. This episode delved into "Twitter Means Business" along with Twitterverse trends in business, politics and more. Also on the show: Rachel Stassen-Berger (@PolAnimal), politics writer at the St. Paul Pioneer Press. See a Minnov8 blog post about microblogging, with a brief mention of the author at the top.

Albert Maruggi of Provident Partners' popular Marketing Edge podcast interviewed the author about the book and his own Twitter experiences. Maruggi, a respected social-media expert, is a senior fellow at the Society for New Communications Research.
Veteran journalist John Reinan wrote about "Twitter Means Business" on top Twin Cities news site MinnPost.com. Reinan, now a senior director at Minneapolis marketing firm Fast Horse, also blogged about the book after hosting the author for a lively discussion about Twitter's business uses (that was a fun gathering).
Mike Rynchek of the Minneapolis-based Spyder Trap online-marketing firm blogged about the book after discussing it with the author over lunch (thanks for the sushi, dude).
Top national public-radio show On the Media interviewed the author about Twitter as a news-media business tool. The author described his Twitter use as a professional journalist. "Twitter Means Business" includes other media-use case studies, too.
The author was a guest on the Twin Cities' Minnov8 Gang Pocast to discuss Twitter's business uses, among other topics. He was one of several Minnesota business-technology journalists on the show.
Jon Gordon of top national public-radio show Future Tense interviewed the author about Twitter use during the 2008 Republican National Convention in downtown St. Paul. This event figures prominently in "Twitter Means Business."

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