I need to dust off the introduction and then I am finally done with revisions to the first third of Twitterville. It took me a few days longer than I had expected. Some of it was rewriting my own work, revising some writing that needed it, filling in holes that my publisher had pointed out. But the biggest delays were caused by plugging in fast-breaking news such as the Henry Ford Medical live surgery and the Hudson River landing of US Airways Flight #1549. I also lost almost a half day to the Obama inauguration. I think that will only be a paragraph in the book, but I could not know that without watching several hours of the event while following it at the #inaug09 hashtag where most Twitter coverage was posted.
The Twitterville story keeps getting bigger and this is a danger to a book author. This is not like a blog or even working for a weekly magazine. Every day some news breaks on Twitter and I have to decide if that new is sufficiently enduring to be interesting in September when the book comes out and for a couple of years after.
In any case, the first five chapters have been expanded to seven. The order they appear in the book is also likely to change. For my sake, the following is an outline of the content as it appears in the book. I am listing major entries only.
Ch.1 How Twitter Started
- Duh. This chapter is pretty much about Twitter.
Ch 2. Showtime.
- Tells the story of South by SouthWest 07 and how Twitter exploded because of what happened there.
Ch. 3 Dell's Parallel Tracks
- This chapter follows the evolution of @delloutlet and other retail efforts. It is also examines the early thinking and strategy of Richard Binhammer and Lionel Menchaca. All three were interviewed for the chapter. 4.
Ch. 4 The high cost of cutting support
- Omaha Steaks
- Jet Blue
- Stuck on a Portland tarmac
- Skidding off a Denver runway
- Landing in the Hudson River
- U-Haul's Flat Tire
Ch. 5 Customers in Control
- Motrin Moms
- Pepsi Suicide ads
- Ford fan site
- GM Volt rumors
Ch. 6 Global Brands. Local Service
- See it Now--Edward R. Murrow
- HR Block
- Molson Brewery
- Sutter Eden Medical Center
- Henry Ford Medical
Ch 7. Who wants to talk with a Coke Bottle?
- Whole Foods Market
- Burger King
- Mayo Clinic
When I list it this way, it really doesn't seem like a whole lot. Heh. Try doing it one word at a time. Later today, I'll start outlining the next three chapters and will post what I have and what I'm looking for.
It will feel good to start moving forward again.