如今，许多人都喜欢在Twitter 上(Twitter)闲聊——即使是那些发誓永远无法将他们想说的所有内容放入 140 个字符的人。企业正在注意到这一点并拥有自己的Twitter帐户，既可以留住现有客户，也可以吸引新客户。“社交媒体营销”的概念越来越流行。#tweetsmart - 25 Twitter Projects to Help You Build Your Community的 25 个 Twitter 项目的作者JS McDougall看到了帮助企业充分利用Twitter的机会。他在这件事上是对的，还是他的“推文”("tweet")没有抓住重点？
商业书籍？
这本书绝对不适合那些主要使用Twitter进行日常社交互动的人。它应该专门针对想要使用Twitter来帮助他们的业务的人。作者坚持认为这不是“营销”，而是“建立社区”。不幸的是，这本书从头到尾都充满了营销术语和(terminology and suggestions)关于增加销售、推荐以及反馈和改进机会的(increased sales, referrals, and opportunities for feedback and improvement)建议。我不确定他为什么认为这种方法与“营销”不同。作者还回收了电台自古以来就使用的推广理念。任何听过商业广播的人，
每一章都有自己的二维码(QR code)，据称可以让读者(reader tweet)将该章的项目推特给企业的追随者。事实证明，这些不过是公然的广告，通过您自己的Twitter 帐户(Twitter account)发送给这本书及其作者。不是(Not)赢得朋友的好方法。二维码(QR code)实际上并没有发送广告，这是一件好事。它将它们放入读者的Twitter 应用程序(Twitter app)中以发送或删除，我认为这是大多数人会做的。第一章继续介绍如何运行您自己的Twitter-blog-website基于比赛。但它的描述方式，这不是一场比赛。这是一种让人们为您进行社交媒体营销的方式，通过被要求发布或推文或转发或推荐或浏览您的网站以获得胜利。它应该专门定时在工作日(work day)运行。是的，当然，因为每个工作场所都希望其员工在应该工作的时候在 Twitter 上闲逛。哇(Wow)，开始一个非常糟糕的开始！
然后继续
老实说，在那个糟糕的开始之后，很难继续阅读这本书。正如我所怀疑的那样，事实证明情况更加相似。餐馆老板(restaurant owner)可以打包一辆装满其中一种特色菜的面包车，开车到某个公共场所，然后将食物送人（不要介意大多数美国城市都有禁止这样做的许可法）。或者，企业主(business owner)可以派出一些奖品和推特线索到该位置。什么样的奖品能让人们放下一切，四处兜风，尤其是在工作日(work day)的时候？一种“买一送一”的促销活动，要求人们买东西，几乎经历了整个订单流程(order process)在一个网站上，然后在推特上发布一些短语（当然是给他们所有的推特追随者），上面有一个标签和一个他们想要的其他东西的链接——所有这些都是公开的，作为一些企业的广告。他真的认为那会飞吗？
其他章节谈论更多的广播电台重播，或者永远在Twitter 上的乏味游戏，或者像(Twitter)Twitter 轰炸这样的(Twitter-bombing)彻头彻尾的不道德建议。这意味着让一群人一起发送一条包含其他用户姓名的推文，这样可怜的人就会如书中所说的那样迅速被消息淹没。作者认为受害者会欣赏这一点。也许作者会欣赏它。我怀疑其他人想要他们的Twitter 提要(Twitter feed)不认识的人胡说八道。作者声称他发现优惠券代码“令人反感”，然后详细描述了如何提供优惠券代码。他花了很多时间讨论主题标签，以及它们如何用于营销，是的，确实如此。他还建议企业使用“签到”功能来广播他们的位置，以便向找到他们的人赠送一些东西。
判决
not
A Real Review of #tweetsmart - A Book about Twitter
Manу people еnjoy chit-сhattіng on Twitter these days—eνеn people who swore they cоuld never fit everything they wanted to say into 140 chаracters. Businesses are taking notice of this and getting their own Twitter accounts, both to kеep current customers and to attract nеw ones. The conceрt of "ѕocial media marketing" is becoming more popular all the tіme. The author of #tweetsmart - 25 Twitter Projects to Help You Build Your Community, J.S. McDougall, saw an opportunity to help businesses use Twitter to good advantage. Was he right about this, or did his "tweet" miss the mark?
A book for business?
This book is definitely not for the person who uses Twitter primarily for everyday social interactions. It is supposed to be specifically for people who want to use Twitter to help their businesses. The author is adamant that it's not about "marketing" but rather about "building a community." Unfortunately, from beginning to end, the book is full of marketing terminology and suggestions for increased sales, referrals, and opportunities for feedback and improvement. I am not sure why he considers this approach to be something different from "marketing." The author also recycles promotion ideas that have been used by radio stations from time immemorial. Anyone who's ever listened to commercial radio, will have seen these things before.
Each chapter has its own QR code that allegedly lets the reader tweet that chapter's project to the business's followers. These turned out to be nothing more than blatant advertisements, to be sent through your own Twitter account, for the book and its author. Not a good way to win friends. It's a good thing the QR code doesn't actually send the ads. It puts them into the reader's Twitter app to be sent—or deleted on sight, which I think is what most people will do. The first chapter continues with instructions for running your own Twitter-blog-website based contest. But the way it's described, it's not a contest. It's a way to get people to do your social media marketing for you, by being required to post or tweet or re-tweet or recommend or browse your website in order to win. It's supposed to be timed specifically to run during the work day. Yes, of course, because every workplace wants its employees horsing around on Twitter when they're supposed to be working. Wow, way to get off to a really bad start!
And on it goes
Honestly, after that bad beginning, it was difficult to continue reading the book. As I suspected, it turned out to be more of the same. A restaurant owner could pack up a van full of one of the house specialties, drive to some public place, and give the food away (never mind that most US cities have licensing laws that prohibit this). Or a business owner could send someone out with a handful of prizes and tweet clues to the location. What kind of prize is going to get people to drop everything and go driving around, especially if it's a work day? A "buy one, get one free" promotion that requires people to buy something, go through almost the entire order process on a web site and then tweet some phrase (to all their twitter followers, of course) with a hashtag on it and a link to something else they want--all out in public as an ad for some business. Does he really think that will fly?
The other chapters talk about yet more radio-station reruns, or tired games that have been on Twitter forever, or downright unethical suggestions like Twitter-bombing. This means getting a group of people together to send a tweet containing some other user's name all at once, so that poor person gets, as the book puts it, quickly inundated with messages. The author thinks the victim will appreciate this. Perhaps the author would appreciate it. I doubt anyone else wants their Twitter feed overloaded with nonsense from people they don't know. The author claims he finds coupon codes "distasteful" and then writes at length on how to offer them. He spends a lot of time discussing hashtags, and how they can be used for, yes indeed, marketing. He also suggests that businesses use the "check in" feature to broadcast their location, in the interest of giving away something to the person who finds them.
Verdict
not
