Pigs fly into frozen hell
Why me? Why now?
I’ve thought about those answers many times since the fast growing social networking site appeared in 2006. I didn’t care what Shaq or Ashton Kutcher had for breakfast, much less what 40 million others ate. I also had no idea what I could possibly say that would be important.
Friends and colleagues preached about the news value of Twitter. The immediacy of information. I got that. But then I realized how I could more out of it and in turn give more. I’m an insight hound. I want to know more, see more, feel more and appeal to more of my clients’ audiences. That’s when I realized that the 41 percent of Twitter’s “Pointless Babble” (Pear Analytics Aug 2009*) held more clues into the vibe of the people. The collection of viewpoints in one place brings me immediate access to thousands of consumer minds and attitudes. In just my few days, I’ve gathered that Justin Beiber must be the mayor of Twittertown.
Technology should facilitate conversation, not be the cause of it. Yes, social networks are trendy chatterfests. But no more cluttered than any focus group conversation. And like a focus group, it takes an active participant to get the most from it. Y’all holler at one of your newest tweeps…@oddcoats.
* By the way, in addition to the 41 percent pointless babble, Pear also found 38 percent conversational, 9 percent pass long value, 6% self promotional, 4 percent Spam and 4 percent news.
Comments
I was also a late arriver to Twitter, and I think the site's early marketing had a lot to do with it.
When Twitter launched, what we heard about it was: "This is a way to tell your friends what you're doing, what you're thinking, at any moment."
To which I replied, "I'm pretty conceited(*), but even I'm not THAT conceited." I wrote it off as a millennial affectation -- another wing in the Museum of Me where all the exhibits are mirrors, and the patrons flit around unburdened by traditional ideas about dignity or stoicism.
Judging by what I read and heard, I was sure that plenty of other people shared my reaction to that approach. (*see?)
Of course it became impossible to ignore Twitter, and I first experienced it as a lurker -- reading others' posts without putting myself out there. I came to understand that the original selling proposition had missed the mark.
As a freshly minted Twittervangelist, what I say instead is: "This is a way to tell people, 'Here is something worth your attention.'"
In my experience, 90 percent of the Twitter items I find useful are just links to material elsewhere on the web. Which is to say, 90 percent of Twitter posts could read simply "Hey, look at this" -- saving 123 characters for some better use, possibly in a developing nation.
Bottom line: If it hadn't been for the early marketing of Twitter as a fluffy stream-of-consciousness-fest, I'd have gotten involved a lot earlier.
And a lesson: If someone reading this is planning to launch the next major innovation in global social media, hire Capstrat. We'll get your value proposition right the first time.
Heck now that Todd is joining Twitter I may have to leave! ;-)
Welcome to the Terrordome!
I hear you, Brian. As my colleague @shanetjohnston said to me, "Welcome to 2006."
Now I'm here to stink up the place!
That said, the ever-silver-tongued Jim Doughty put it better than me. It was launched with a "Huh! For real?" proposition. That said, they've definitely gotten it right quickly.
Todd,
Even though you are new to Twitter, here is an example of a poorly executed tweet that you are very familiar with:
"When you a hammer, you think everything is nail. I no nail."
- Senator Chuck Grassley's tweet to President Obama.
Happy tweeting!
Thanks Deborah. I can understand why you say this. @chaslup tells me often, "I no nail." He must have rubbed off.
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