I can’t begin to tell you how incredibly proud my parents must be.  They spent all that money on a big, fancy college education and the culmination of all this knowledge is a 22 page paper about Twitter.

This “twpaper” is about @CoffeeGroundz, a coffee house in Houston, TX that uses Twitter to connect with customers.  I wrote it for my senior seminar class, which is the capstone communications course at my college.  I went through the class kicking and screaming, but I’m happy to say that I learned a lot from this project and found the research to be fascinating. I would like to thank everyone who helped me with this project, especially @coffeegroundz, @keithwolf, @cwelsh, @toadstar, @mikedaniel, @lfarnsworth, @gdruckman and @jgrassman. I was touched by your generosity.

I did a case study that involved a content analysis (stalking) of the @coffeegroundz Twitter traffic and interviews (the email kind) with several customers/Twitter followers.  I originally wanted to do a paper about social media and ROI, but then I realized that #1 it’s Pandora’s box and #2 qualitative research on the topic is more within my time-frame and skill set.  The paper touches on the topic of ROI, but looks at it more in a cause-effect sense and not straight metrics or anything like that.  The first part of the paper has some more general information about how businesses use Twitter, then there’s some heady discussion about theories and previous research, and then the fun part (pg. 12) with the research findings and interviews is at the end.

So, here’s the paper.  Enjoy all 31,985 delicious characters of social media marketing goodness.

[scribd id=14596673 key=key-277pbsm1fwu6nc0z7a7d]

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