Digital Street Journal

Much has been made about the supposed millions flocking over to Twitter to sign up for their accounts onthe microblogging service.  While that’s truly impressive, it’s also misleading because it is not a clear indication of the impact that Twitter has had on our culture.

It’s taken a study by Harvard, followed by one by HubSpot to pop a big whole in the balloon of hype surrounding the service.  This shows me a flaw in the way that many of us view social media.  Too often, to many of us stray for the concept that it is participatory phenomenon.  Sure, one can silently watch and read content.  But not with Twitter.

Let’s take a look at some of the stats.

• Just 10% of the users on Twitter create 90% of the conent.  For most social networks, it is 30% of the users.
• 55.50% are not following anyone
• 52.71% have no followers
• 54.88% have never tweeted

There are other stats, but for my point, those are the most important.  It’s obvious that of the millions that are signing up, the vast majority of them don’t end up taking the time to really participate.  They kick the tires, perhaps don’t understand it, and move on and don’t come back.

To an extent, that’s because the way Twitter is set up.  It IS difficult to understand at first.  Getting  oneself “off the ground” can be a challenge.  What to write in an update?  Whom to follow?  Or find whom to follow?  How do I get followed?  Those are legitimate stumbling blocks for the new user.  Enough of a stumbling block to make new users non-users.

The problem here isn’t social media.  It is a bit of Twitter’s - it shows a definite need to streamline the complex way of getting started on Twitter.  But the biggerst problem could be for those of us looking to encompass Twitter consluting strategies in our bevy of services.  If we don’t take into consideration the fact that Twitter is a concept that could end up being overhyped by all sorts of commentators - the mainstream media, other marketers, etc. - to the point that it loses (somewhat unfairly) it’s sizzle.

Twitter is and should continue to be a very important communications vehicle for organizations looking to get communicate, listen, and develop relationships.  Savvy firms will understand this as they establish quality relationships, offer compelling content, and listen and respond attentively to concerns.  But they will also need to show clients and prospective clients that they too understand and can see through the hype to deliver effective strategies.

That’s because the key to social networks is PARTICIPATION.  For Twitter, even more so.  On Facebook, one can put up a bunch of info on one’s self which offers others a lot of opportunity to get to know that person.  Not so with Twitter.  One’s own participation on Twitter is a matter of dedication.  And participation on behalf of an organization is a skill.