Shel Israel, blogger, self-described social media storyteller and ex-PR guy has published his third book dealing with social media:  Twitterville - How Businesses Can Thrive in the New Global Neighbourhoods.

I asked Shel to participate in a 10 question interview about his new book in advance of his upcoming trip to Canada (Toronto, Ottawa, Montreal, Vancouver, Calgary).

1. Who are you and what do you do?

I'm a social media story teller.

Since 2005, I have been asking people about how they use social media for business and in their lives. So far I've talked to just over 400 people in 39 countries. They are a diverse group, ranging from enterprise CEOs to people using social media to report on the wrong doings of their governments, or to raise money for a Tanzanian school.

These interview appear mostly on my blog [http://globalneighbourhoods.net] and sometimes take me down avenues that become freelance articles. These interviews were the core of two hardcover books: Naked Conversations, how blogs are changing the way businesses talk with customers. in 2006 and now Twitterville, how businesses can thrive in the new Global Neighborhoods.

2. What's your book about...in one sentence?

It's about the people whose lives and businesses are being transformed because of Twitter.

3. What will I get out of this book over other social media books out there?

There are many excellent social media books out there and lots of new valuable books on Twitter. I think what sets mine off is that I tell the story of Twitter by telling you the stories of people from all sizes and types of businesses as well as NGO, government and the media.

The hope is that people will read these stories and get some good ideas on how to use Twitter in their own situations.

4. Who should read this book?

Anyone who is still trying to figure out what the big deal is about Twitter. People who maybe have started using it, but can't quite figure out what t do with it; people who have not yet embraced Twitter but are curious to know why those other 40 million people have adopted it.

5. Who shouldn't bother reading this book?

Anyone who is content with the current status quo in business, politics, government, education, or social justice. If you think you or your business is doing just fine with the practices you've always done, then you should skip this book and continue to do what you have always done.

6. What other books would make up your recommended SM boxed set?

That's a tough one and it's really hard for me to limit my choices. A few that I have found valuable have been:

7. Favourite line from the book?

"Many business books attempt to paint a loft "big picture in their concluding chapter. I thought I'd use mine to tell you hw global neighborhoods can achieve world peace.

8. Favourite quote from the book?

From Janis Krums, who took the iPhone photo of US Air 1549 landing on the Hudson River: " I didn't intend to become a famous citizen journalist.I just wanted to get to New Jersey."

9. Three words of Twitter advice for companies or organizations?

Do it now.

10. Three words of Twitter advice for agencies?

Join the conversation.

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If you're interested in my other 10Q interviews with social media authors, check out the following: