Table of Contents
   Introductionp. 1
   Understanding Twitterp. 9
      Welcome to the World of Microbloggingp. 11
      Planning for Twitter in Your Businessp. 25
   Establishing and Tweaking Your Twitter Presencep. 41
      joining Twitter and Getting Startedp. 43
      Building Your Best Tweetp. 63
      Sending Messagesp. 77
      Searching and Followingp. 93
      Keeping the Tweet on Keyp. 109
      Hashing Out Hashtagsp. 119
      Networking with Twitterp. 127
      Keeping Tabs on the Twitterversep. 135
      Twenty-Five Business Uses for Twitterp. 145
   Advancing the Twitter Touchp. 159
      Applying Elements of Viral Marketingp. 161
      A Closer Look at the Need for Engagementp. 169
      Gaining Advantage from Twitter Advertisingp. 181
      Ten Microblogging Mistakes to Avoidp. 189
      Other Microblogging Boostersp. 197
   Look, Listen, and Learn: Twitter Success Storiesp. 205
      Zappos.com (http://twitter.com/zappos)p. 207
      Berry Chill Yogurt Couture (http://twitter.com/yogijones)p. 211
      Naked Pizza (http://twitter.com/nakedpizza)p. 215
      Comcast (http://twitter.com/comcastcares)p. 219
      American Red Cross (http://twitter.com/redcross)p. 223
      Blue Cotton T-Shirts (http: //twitter.com/bluecottontweet)p. 227
      Geni (http://twitter.com/geni)p. 231
      Ty's Toy Box (http://twitter.com/tystoybox)p. 235
   Conclusion: It's Your Turn to Tweetp. 239
   Indexp. 241