Sidin Vadukut, that Twitter fiend responsible for many sudden giggles in office cubicles across India, has followed up his first tale of Robin 'Einstein' Varghese's misadventures with God Save the Dork with another one. As he tells us over the phone from London, Robin has achieved greater levels of crisis management this time round. Read excerpts of the interview

You found fame online as a humourist before your book and columns happened. How does self-promotion work in the age of social media?
I got my book deal in January 2009, when I was a fairly well-known blogger. Today, my day is structured around Twitter time. What tipped me over the edge, and got me wasting a lot of time on Twitter, was the CWG corruption scandal.



Yes, there is an element of self promotion, but it works both ways. The first adopters of my book came from active readers of my blog and the social media community. I'm very aware of this and indebted to them. I'd feel particularly upset if someone from this community responded badly to my books, because it sees me as a friend and not an amorphous journalist. It's like a family that you can confide in without having to be physically present.