Outline/Draft: Tao of Twitter

Mark Schaefer’s The Tao of Twitter


Tries to get rid of thought that twitter is a waste of time and can’t be used for business

Personal AND business benefits to using twitter

3 Taos:

  • Targeted connections

-Ensure you follow a group of people that are providing good content,

  • Meaningful content

-Share good content to your followers

            – Authentic helpfulness

Commit to being genuinely helpful to the community




Through real-life examples and easy-to-follow steps Mark teaches you:

  • Secrets to building influence on Twitter
  • The formula behind every Twitter business success
  • 14 ways to build an audience that wants to connect to you
  • Content strategies
  • Time-savers
  • Dozens of practical, actionable tips to make Twitter work

16 ways to use Twitter as a competitive advantage


In an always-on, real-time, global world of business communications, the priority is on human interaction that leads to connections. Connections lead to awareness. Awareness leads to trust. Trust is the ultimate catalyst to business benefits.

^SOCIAL CAPITAL (bridging social capital)



àexplains twitter in first 10 pages; targeting small business owners, older students who want to network. NOT for “our generation” we understand technology better.  Showing older generations that when used properly twitter is not a waste of time; not global; more anecdotal/less statistics, shows he’s trying to learn himself and utilize what twitter has to offer.



favors outgoing people AND introverts because introverts can connect on their own terms (pseudo…)


some see 140 characters as too little


“as much of an art as a science”


Marwick: Presentation of self based on audience: who is in our audience actually doesn’t matter but rather who we have constructed in our head as our audience.  Self-presentation is a response to who we think is following us

Like many SNS’s, twitter flattens multiple audiences into one (context collapse)

Responses to context collapse:

Tweet what would be the most acceptable for even the “nightmare reader” or “lowest common denominator”

Keep audiences separate as much as possible

People will present information and have people sort it out themselves



Interactivity: enabled by the affordances of the technology (whatever the technology encourages you to do/allows you to do), but is also a product of how the users decide to use it.  Bounded both by technological capabilities and user habits

 (Synchronous- happens in real time, smaller group: Niche markets, local businesses etc.)

Reach, mobility,

Social Shaping: The way you interact with twitter determines how it is used



Ethics: is stealing another company’s “list” actually stealing?  No, because it’s public?  Twitter does have the best online customers, like stealing leads

Ethics behind being authentic… spam? 

***Authenticity**** Twitter is about content for humans, not search engines.

Performance: Weber & Mitchell- Drawing on Giddens:  Power in society motivates us to create these narratives, to engage in this project; we all have the freedom to make ourselves.  Don’t have the freedom to NOT answer the question of who we are; Goffman: , thinks we are always on display; metaphor of theater/stage to think of how we live in everyday life.  Certain situations we’re on the stage, others we’re backstage.  Very careful about the impressions we give to people; Weber & Mitchell: .  These are where we are trying to figure out who we are and tell other people who we are.  “Identities-in-action” Constantly open to changing/to constructing our identities in a different way, so our identities never stay fixed.  Because we leave a digital trail, our identities are never completely current. 

^^Connect to business identities/ “personalities”

My thoughts:  agree that if used in the right ways, twitter can definitely benefit business/marketing; most people that don’t use/refuse to use twitter/think twitter is a waste of time probably don’t understand it very well & the benefits it can have.  Definitely one of the more useful platforms for bridging social capital

on the way it was written: Schaefer makes it very easy to follow/ relatable using a lot of anecdotal evidence instead of just stats.  Also, as we have seen most statistics gathered based on SNS’s can be unreliable due to the way they were gathered (surveys etc.) 

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