How Businesses Can Thrive in the New Global Neighborhoods

Book - 2009
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Penguin Putnam

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.

Baker & Taylor
The best-selling co-author of Naked Conversations evaluates Twitter as an increasingly popular social media communications platform for leading business enterprises, examining the way in which it enables more life-emulating behavior and has a capacity to make and break reputations.

Publisher: New York : Portfolio, [2009]
Copyright Date: ©2009
ISBN: 9781591842798
Branch Call Number: 658.872 ISRAE
Characteristics: xii, 306 pages ; 22 cm
Notes: Includes index


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Jul 06, 2015

I'm not new to Twitter, but I've felt baffled how to use the social media effectively. Israel Shel showed me new applications for adding to the Twitter feed. He also shares the dangers. This book was published a few years ago, but the information still seems relevant despite the constantly changing face of social media.

Apr 24, 2012

I have to admit that I opened this book because it was on a recommended reading list for a social media course at Algonquin. But author Shel Israel provides such easy and enjoyable reading that I soon forgot I "had" to read it. In fact, I couldn't put it down!

Who knew that learning about the roots of Twitter could be so entertaining, as were the trials and tribulations of big and small businesses and individual using Twitter.

I had just opened a Twitter account when I first started reading this book, and now I know what to do with it for my business, thanks to Shel Israel.

This is a must-read for anyone interested in using and making the most of Twitter.


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