- Technological Determinism: Schaefer writes positively of the effects of Twitter and emphasizes the potential connections possible. He does not fully address the negatives of the site. He writes that every tweet is important no matter what the content is about, it is an opportunity.
- Social capital: Schaefer would absolutely agree that users have potential ties waiting to happen. He writes that users need to take the initiative to follow or tweet at someone. Usually, they will receive a response. Throughout the book he gives examples of weak ties, strong ties, and latent ties; all of this leads to media multiplexity.
II. Audience, structure, content: Schaefer’s book is suitable for Twitter beginners because he breaks down and details the structure of Twitter. He firmly believes that it is beneficial to businesses and that they should try it for new opportunities. He categorizes and gives strategies for how to use it effectively.
III. Ethics: Schaefer does not specifically address any issues with how Twiiter functions. He focuses on the individual making the decisions not how the site itself affects the user. It can be inferred from his book that the power is in the user’s hands and not Twitter, because the user determines what he or she will do. The user determines how much effort to give and the outcomes.