Social Media Marketing

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Like-Mindedness Drives Association

Within a social network, the relationships that make up the social graph are often

built—especially initially—between people who have some evident characteristic in

common. Twellow, a Twitter utility that allows people to search Twitter based on spe-

cific physical locations or personal/professional interests, is useful for finding potential

members to follow based on a common profession, hometown, or other shared inter-

est. Search Twellow for “Austin, TX” and you’ll find the Twitter profiles for Lance

Armstrong and Whole Foods Market among other Austinites. A typical search of

Twellow (for “Austin, TX”) is shown in Figure 11.2.

Figure 11.2 Twellow: Twitter Members in Austin