Re the campaign, One Book, One Twitter, to promote literacy and reading, Neil Gaiman’s American Gods has been selected by vote to be the first book that Twitter participants are encouraged to all buy and read together. You can read more about it here:
Needless to say, this is a very nice thing, and nice that a SFF novel is the kick-off title. Gaiman was a logical choice as he is already well-known. This will have excellent ripples in the field if it works properly. Also, if Gaiman owes you any money, now is the time to hit him up.