The fascination with Twitter has less to do with the number of users and everything to do with the ability to observe and study a notable online community of passionate short-form content creators and consumers. This is of course, not just any online community. Twitter is quickly becoming the lens into all that moves us as individuals and also as a global society.
Leonardo Da Vinci once wrote, “simplicity is the ultimate sophistication.” Kelly Johnson modernized that philosophy with an alternate twist, KISS, Keep it Simple, Stupid a.k.a. Keep it Short and Simple.
In a social economy where attention is a precious commodity, the ability to strip a social object down to its essence to capture attention has less to do with compacting character counts and more to do with the art and science of packaging and presenting content so that it is immediately compelling, simple to grasp and appreciate and in turn, share across social graphs.
Hugh MacLeod is not only a friend, but also someone whose work I admire, follow, and respect. When he asked me to contribute a post for his evocative “Remember Who You Are” series, I responded posthaste.
Throughout life, we’re introduced to so many important lessons and proverbs and most of the time, we’ll listen, but not really hear and embrace their message and purpose. Every now and then however, we’re introduced to something so profound that it changes our outlook and redirects our current course, rewriting our future with every step we take forward.
I believe that Social Media represents in two words and five syllables, nothing short of a revolution within any business or any industry for that matter. And, for individuals, it represents the democratization of media and equalization of influence. It presents an equal opportunity platform to broadcast and publish at will, earning audiences and prominence that directly align with the level of individual participation and investment in engagement. The socialization of media affects and empowers more than personal brands however.
Following is an abbreviated excerpt from Engage, a new book that helps businesses build, cultivate, and measure success in social media.
Last year, Forbes magazine assembled a visual list for its Top 21 Twitter Tips to showcase business examples on how to use Twitter for marketing, service, sales, and ideation. The original compilation served as inspiration for a new list, one that helps businesses of all shapes, sizes, and focus embrace not only Twitter, but all social networks of relevance.
While many of the examples and quotes remain the same, the list is modified based on my observations and personal experiences.
Based on data collected and analyzed using Google Ad Planner, I recently discovered that in Social Media, women rule. Across almost every major social network, the balance was revealing and in some cases, profound.
As social media moves from the edge to the center of adoption and practice, the future of marketing hinges on the ability for brands to evolve from the broadcasting of one-to-many sales and marketing messages to an authentic media company that creates and publishes meaningful and timely content. In Part 1, we examined the idea that every company is a media company: EC=MC, the various forms of pervasive media in the social Web, the need for editorial calendars, and how through the creation and proliferation of social objects, businesses could earn awareness and presence.
I recently called for businesses to broaden their perspective of Social Media from an experimental stage of acting and reacting, to one of learning and leading through intelligence, participation, and also publishing. Creating social profiles and broadcasting tweets and status updates is elementary, whereas creating a meaningful presence through the development and dissemination of remarkable content is judicious.
In Part Two of The State and Future of Twitter, we reviewed Promoted Tweets and the new advertising platform and metric system that will test and hopefully strengthen the “interest graph” that connects individuals around relevant subject matter and eventually the ads that they might find relevant. In Part Three, we are going to review the news and ideas that erupted during the Chirp conference as well as the new features that position Twitter as “consumption media” and how it will earn new users and simultaneously increase the activity and contributions of everyone.
Brian Solis is principal at Altimeter Group, a research firm focused on disruptive technology. A digital analyst, anthropologist, and futurist, Solis has studied and influenced the effects of emerging technology on business, marketing, and culture. Solis is also globally recognized as one of the most prominent thought leaders and published authors in new media. His new book, What's the Future of Business (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold and flourish in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. Prior to End of Business, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.