Foreword by Guy Kawasaki xi Introduction xiii Chapter 1: An Introduction to the Social Media Landscape 1 What Exactly Is Social Media? 2 Social Media Really Is a Big Deal 5 The Different Types of Social Media Sites--Content to Suit Every Market 8 A Closer Look at Microblogging 13 Introducing . Twitter! 15 Chapter 2: Why Is Twitter So Powerful? 19 Twitter and Its Successes 19 The Power of Twitter's Immediate Feedback 21 Instant Access to Smart People 24/7 23 Chapter 3: Getting Started the Right Way on Twitter 25 Signing Up--Does Twitter Have the Web's Most Friendly Registration Page? 25 Who's on Twitter? Your First Followers! 30 Create an Inviting Twitter Profile 33 Building Out Your Profile 44 Checking Out Security and Privacy 55 Notifications to Notice 57 Tweeting with Your Mobile Phone 59 A Winning Social Media Philosophy 60 Sending Your Very First Tweet 63 Becoming a Follower 64 A Word about Security 64 Chapter 4: Twitter Setup and Design 67 Twitter Name 67 Twitter Setup 69 The Twitter Profile Photo 72 Twitter Interface Basics 75 Twitter Graphics 79 Now . What about TweetPages? 84 Chapter 5: Building a Following on Twitter 85 Quantity or Quality: Choosing the Type of Following You Want 87 Quality: How to Be Intentional about Creating Your Own Network of Experts 90 Quantity: Seven Killer Strategies to Reaching Critical Mass on Twitter 98 Klout and Page Rank 112 Chapter 6: The Art of the Tweet 115 Tweet Etiquette 116 The Benefits of Following before Tweeting 124 How to Join a Conversation 125 How to Be Interesting on Twitter 128 How to Drive Behavior 148 Chapter 7: The Magic of Connecting with Customers on Twitter 151 Identifying Problems and Soliciting Feedback 152 Discovering Your Top Fans, Promoters, and Evangelists 155 Your Personal Help Desk 160 Chapter 8: Leveraging Twitter for Team Communication 167 Twitter for Virtual Team Leaders 168 Creating a Twitter Account for a Virtual Team 170 Building a Team with Twitter 171 Chapter 9: Using Twitter to Help Build Your Brand 177 Create a Story 179 Portraying Your Brand with Your Profile 181 Tweet Style--What to Say When You're Building a Brand and How to Say It 184 Reinforce the Core Message 195 Repetition, Repetition, Repetition 198 Writing the Tweets 199 Win Retweets 200 Create Hashtags and Run Hashtag Chats 201 Chapter 10: Leveraging Twitter to Drive Follower Behavior 205 Driving Followers to a Website 206 Promoting a Blog on Twitter 206 Twitter as a Resource for Post Ideas 211 Driving Followers to the Mall 213 Can You Put Affiliate Links on Twitter? 216 Driving Followers to Register 217 Tracking Results and Testing Strategies 219 Tracking Multiple Tweets 223 Making the Most of Twitter's Trends 227 Chapter 11: How to Make Money on Twitter 231 Earn with Advertising on Twitter 232 Barter, Buy, and Sell Your Way to Profit 236 Chapter 12: Beyond Twitter.com: Third-Party Tools You Will Want to Know About 239 SocialOomph 239 Twitterrific 241 Twhirl 242 Twitterfeed 243 Trendistic 243 Twellow 244 TweetBeep 245 TwitterCounter 246 TweetDeck 247 TwitThis 248 TweetAways 249 Hootsuite 249 Directory of Recommended Twitter Members to Follow 251 Index 257.