“So what is going on with so and so,” I asked a friend about a mutual friend of ours one day. “Oh, they’re in Europe. They’re posting about their adventures on a site called livejournal. It’s like an online diary, sort of.”
“An online diary? What a CRAZY idea,” I replied.
The year was 2000, and I had never heard of these crazy things called “Blogs” before. I had only really learned about the intricacies of email in 1996. The online world was not my oyster.
A mere 11 years later, and a couple of things have changed. Well, okay, no, a lot of things have changed. Shortly after my conversation, I decided that I would try this livejournal thing. It ended up replacing the mass emails I used to send. Then I got invites for Friendster and Orkut. How cool it was to stay in touch with that person you used to walk by on your way to class! Then Myspace came along, and that was just ridiculously cool.
Of course, now I wouldn’t remember my Friendster or Orkut usernames if you pointed a gun to my head (please don’t). I haven’t logged into my MySpace account in *at least* a year. I haven’t blogged in my livejournal account for about a year. All of the platforms that used to be completely indispensable to me are now laughably out of date. So while I love Twitter and Facebook and blogging, I fully expect for them to be old hat in a couple of years.
But I love Twitter! #justsayin
If Twitter was a teddy bear, you’d probably be holding it really tight, plugging its inanimate ears, and stroking its little furry head right now, right? How could I say such a thing about this love of ours? This micro-blogging site that is so much more than what we are eating for dinner…how could I say that all of that is bound to disappear? Twitter is different! Twitter, like Gloria Naylor, will survive.
I know it hurts, but let’s face it, in online years Twitter is older than the old man Neil Young sings about. It could be replaced at any moment. In fact, maybe its replacement is already out there and just hasn’t taken off yet.
So what would you do if you found out Twitter had 1 day left to live?
When I said Twitter was a tool, I meant it was the kind of tool that I love and hug and call George
Lately, the trendy thing is to say that Social Media is a tool, not a strategy. Fair enough. So, when a tool gets old or dull or gets replaced by something new and super cool, we just move on to the next thing, right? And thus, losing Twitter won’t really affect you and your online marketing in any meaningful way.
You’re looking a little pale there, friend.
Is it because you don’t know how you would promote your blog content without Twitter?
Is it because you don’t know how you would promote upcoming presentations or events without Twitter?
Is it because you don’t know how you would broadcast coupons and deals to thousands of people at once without Twitter?
The “revolution” is more than Twitter
Here’s something to think about. The Social Media revolution is not about Facebook, Twitter, or LinkedIn I got the immense privilege of listening to Amber Naslund and Geoff Livingston speak live and in person at the YouToo 2011 Conference yesterday, and they both spoke of revolutions not only in tools but also in ways of thinking about your potential and existing customers. That there, friends, is the real revolution. It is not specific to any given platform or tool. It’s a new way of thinking about business.
If Twitter disappeared tomorrow, your strategy for engagement should not change in objectives or general philosophy. The tools and tactics would change. The specifics would change. In an ideal world, nothing else would.
Are you ready for that kind of scenario?
You might want to start thinking it over.
Image by Dominic Morel. http://www.sxc.hu/profile/cx_ed
I don’t miss LiveJournal, because WordPress is better. I won’t miss Twitter because what follows will be better; that’s the nature of platform evolution.
Well, no; I miss LiveJournal because I could aggregate my friends’ LJs through my friend list. I can do that now with Google Reader, but it means using two tools for the same job. LJ also had the social proof of reciprocal connection (Friends), and a few other tools.
We don’t have one better tool than LJ – we have many, for better or worse. The same ought to happen with Twitter, and when it does, we won’t miss it unless we’ve not connected with people elsewhere.
Yeah, I have to say, there was a lot about Livejournal that I liked a lot. The “friends” factor was the primary bonus point, and I do still miss that. Maybe Twitter’s replacement won’t have the same kind of chat function, but maybe it’ll offer us lots of other opportunities.
Good way to look at it, Ian!
I remember bringing this topic up (in my own of sorts) at #tweetdiner, where I posed the question “what’s more valuable, the message or the medium”.
I think its refreshing that you’re challenging the relevance of twitter where it’s involved as a communication platform for engagement.
At some point, the medium won’t matter, regardless of how often users fall in love with the next new shiny thing.
The underlying motive for the platforms existence IS the opportunity in and of itself.
Ultimatley, whatever replaces twitter must still lead to a site where dynamic content and resources exist.
Very well said, Michael. Thanks for that. The Medium Won’t Matter. Definitely has a ring to it 🙂
Good Thoughts. For some it seems that by the time they buy into a particular tool, its already on its way out. I can see this at my company. FINALLY, the CEO is getting into Twitter. Just signed up with an account 3 days ago and has 2 tweets and is massively excited at the activity going on in “Tweetland” as he calls it. Might just be by the time he actually figures it out – we have all moved onto the next. This is precisely why it is so hard sometimes to get buy in from the top. By the time they see the value – there is no value to present because all have moved on. This is exactly why your point on the strategy for engagement shouldn’t change just adjust the tools and tactics is right on!
Very good point. It can certainly seem overwhelming as you begin to try to keep track of all of the new online platforms. I try rather diligently to keep my antennae up at all times and I still get overwhelmed a lot!
Hi Margie,
Where will social go? No one really goes. Hopefully someone (besides facebook) will figure out how to simplify the hundreds of platforms and make life much easier for all of us that are trying to use these platforms to stay in touch, market businesses and make an impact on the world.
I have only just begun to figure out Twitter (thanks to you). I love it and hope it is around for a little while at least, but I don’t expect to be using the platform forever. Staying on top of changes is just part of the game.
@jwsokol
It’s interesting – people seem okay about the fact that we’re laughing at older platforms, but it seems to me like Twitter has a special place in everyone’s heart. It’ll be interesting to see what happens, but you’re right – the biggest part of the game is just keeping up 🙂
I’m sure I’ll adapt seeing as how I only figured out twitter wasn’t just for your phone about 8 months ago. 🙂 But that being said, I’m also sure I’ll be woefully behind the learning curve on what’s replaced it – so will turn to you to let me know! 🙂
oh lordy, don’t put that kind of pressure on me, Daria! I can barely keep track of the platforms I already know about 🙂