This summer I’m taking part in one of the very first graduate classes exploring the microblogging platform, Twitter.  In partnership with ten of my classmates and instructor, I’m committed to help write the “UW Twitter Book.”  It won’t be just a book about the basics, like this one, but one that offers a bit more insight into the brands that are finding “success” with the platform on number of different levels.

Excitingly, we have already begun the process; we are now scouring studies on Twitter: speaking with known early-adopters, leaders & detractors; and, brainstorming the structure & content of the book.  As it relates to the latter, we have not yet resolved precisely what we should cover & how we should best wrap our learnings & analyses in a cohesive and compelling way.   So, in this post, I would like to not only share my ideas on what category I am interested in, but also how I envision the book coming to together.

At first, I wanted to explore the travel/tourism category on Twitter. I quickly realized, however, that with the proliferating number of subcategories – from boutique hotels (@Hotel_Max), city/state toursim organizations (@TravelOregon), and cruise lines (@CarnivalCruise), to rental car services (@ConnectByHertz,  airlines (@jetblue), and travel review services (@Trazzler) – I simply don’t have the bandwidth.  Instead, I think narrowing my focus on travel/tourism brands tweeting from a single city (Las Vegas) may be more manageable.  It’s funny, because what is happening in Vegas on Twitter, is undoubtedly not staying in Vegas. ;)

Some of the questions I am interested in answering in my coverage of handles in this category include:

  • What was the impetus for creating a Twitter account?
  • What are your metrics for success on Twitter? Are you reaching them?
  • How is/has your Twitter presence evolved to better serve your audience?
  • If/how do you interact/compete with other brands in the category?
  • Which Twitter tools are your leveraging to enhance your experience?
  • Is your Twitter presence integrated into a larger social media strategy? How?
  • How would you describe your Twitter voice?
  • Why should people follow you? In your opinion, why might they unfollow you?

As for the structure of the book,  I think the beginning chapters should introduce: how Twitter has evolved as a platform; the value brands are deriving from leveraging it; and our approach & metrics we are employing for the case study analyses. Then the body should cover a handful  of in-depth case studies (“handle analyses”) from various categories. Lastly, the end chapters should cover enhancements to the platform like Twitpic, in addition to its usage in foreign countries ect.

Am truely open to structure, would simply like to settle on an outline & assign tasks so we can hit the ground running. Should be fun!