Today In Twitterverse: Criticism Before Capitulation

Paul Farhi, writing in American Journalism Review, says, “Twitter can be an exceptionally inefficient channel, if not a downright maddening one.” And that’s “it’s OK to be sick and tired of Twitter.”
Writing on his blog, Craig Stolz argues that serious Twitter criticism is good for the service and the millions of Twitteurs who use it everyday.

It’s easy for insiders to get swayed by early adopter enthusiasm and begin to assume that anybody who doesn’t “get it” is a fool, rube or coward. It’s warm and nice in an echo chamber ringing with validation and self-love. It’s how Scientology works, and both political parties. Yet truth told, all the Twitter-bashing by people I respect has caused me to raise some of the existential questions about this maddeningly powerful little platform that I ignore on a daily basis. What’s gold and what’s garbage? What’s time wasted and a valuable investment? Who exactly is this persona I’m creating through accumulated actions rather than intent? I’m guessing the TwitterTrashing is doing the same for others, including-perhaps especially-those whose knickers are currently most entangled by it.

Stolz believes that “this odd, infuriating and [ultimately, inevitably] culturally transforming technology” will prevail. Others have wondered aloud if Twitter is headed for a Second Life of irrelevance. Personally, I don’t see that happening. Facebook and Twitter–maddening though both information services may be at times–have proven that they’re exceptionally good at connecting people who want to be connected.
For all the pundits worried about Twitter’s lack of a business model (and FB’s for that matter), it’s not your concern. Twitter and FB are both privately held companies. I think what we’re seeing in both cases is ADVERTISING IS NOT THE ANSWER. Facebook is reluctant to embrace that inner truth, but Twitter’s not. But a non-productive online ad scheme does not necessarily a media business ruin. I’m confident both services will find ways to sell many in their vast audiences items of value.
[HAT TIP: @silencematters ]



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.