Sunday, August 2, 2009

marketing pundit Twitter deterioration

Enlightened individuals and organizations know all about Twitter.

The smart ones have figured out what Twitter really is, how to use it to be more human and approachable online, to practice altruism and to spread information.

People and companies use Twitter to communicate. But if you never get beyond the lame question "What are you doing now?" above the Twitter text entry box, you suck. Why? Because, as the new Twitter home page suggests, nobody cares about what you're doing. They care about what you know: information, insights, tips, links to cool sites, news, updates on entertainment, opinions about hot topics.

Communicate. Share. Teach. Encourage. Sympathize.

Twitter is a channel for the radical humanization of the web. This is special topic in itself, which I'll develop for you later. But for now, let's focus on how Marketing Pundits, from success gurus to inspirational"speakers to social media marketers, are misusing Twitter.

Professionals and businesses use Twitter for customer relations. They share their expertise. You can contact them via @ Replies or DM Direct Messages. They answer your questions, offer deals, and solve problems.

Personal users of Twitter just chat. They share their ups and downs, their feelings and dreams, thoughts and opinions. You feel like you're at a party, eavesdropping on half-public, half-private conversations. This is how Jacques Derrida described the postcard, in his book "The Postcard": it's both private (addressed to someone specific) and public (visible to random someones, like the mail delivery official).

Business substance vs. personal life activities.

What happens when a marketing pundit gets on Twitter?

Marketing Pundit Twitter Deterioration

(1) They share expertise and links.

(2) They discusss relevant topics.

(3) They express their opinions and beliefs.

(3) They talk about what airport they're stuck at.

(4) They mention conferences they're attending, but rarely any insights gained from them.

(5) They become so egotistic, they think their Followers care about the minute details of their life and daily activities.

(6) Their extravagant dissipation results in being totally empty, thus they start tweeting inspirational quotes by greater a sick and tragic bid for Followers.

In effect, their Twitter message stream deteriorates from valuable information to frivolous details and then to fluffy la la land affirmations. The brilliant inspirational quotes are usually from Zig Ziglar, Twain, Emerson, Chopra, Buddha, Oprah, etc.

It's nice to be inspired, but it gets nasty when all you get from a Twitter user is inspirational quotes. Nice sayings turn sour when you get pummeled with them day after day.

You start to consider them stupid, dull, with no ideas of their own. You begin to classify them as bad writers, since they can't even put the original quote in their own words. They apparently can't put their own spin on a standard saying.

You think, "Is that all you got? You're flipping through a book of Inspiring Sayings By People Smarter Than You? Tweeting random sugary proverbs at us, like we're a bunch of bitter, nihilist losers?"

From a marketing pundit, personal trivia seems to be saying: "Even though I'm a marketing guru, I'm sure you'll like me so much, you'll want to know every detail of my day. And you'll get so sucked into my life, you'll want to buy all my books and seminars!"

Whereas, relentless inspirational quotes apparently implies: "I'm not creative. I'm unoriginal. I even put other people's words in my mouth, since I lack my own witticisms. These words of other people will excite you to achieve greater happiness and success. You'll never know who I am though."

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