The Evolution of Communication -or- Why Twitter is So Darn Important

At my seminars I talk a lot about the importance of keeping up with the evolution of communication.  Regardless of what business you are in or social circle you roam, communication is the key element to succeeding in your venture.

Yet, almost universally I hear from business owners that they are “too busy for Twitter” or “just don’t get it”.  What a shame.  I wonder if this has been a problem since the catalysts for communication began.

A few months ago in my home town, the rains had saturated the soil faster than it could absorb the moisture.  Quickly, the river banks began to give way and floods started to overtake the city.  A hundred years ago, it would have been months until news reached my doorstep (or cabin door as the case may be) about the event.  Eighty years ago, I might have read about it a few weeks later in the newsprint.  Fiftyyears ago I probably would have heard about it on the radio, or maybe saw something about it on my brand new talking machine called the television.  Just a few short years ago, I would have likely caught it on the nightly news, or even read about it on an Internet news site.  This is where I would say 90% or more of the population is at.  They rely on the reports of news people to decided what news I need to hear and how it’s to be heard.  Blogging certainly plays a role in this, but even then, at very most people have an RSS feed to their favorite blog, and might check it once a day.

Enter Twitter.  As soon as the flood waters started to rise, a hashtag (click here to find out what a hashtag is and how to use it) was created on twitter for people to use to discuss the flood.  As an outside observer, I created a column in Tweetdeck to follow this hashtag so that I could watch things as they were happening.  Let me re-emphasis that, I was watching things as they were happening.  Not just from news reporters (although they were there too) but from the people on the shore lines.  Pictures, video, insider tips, rescue efforts, calls for volunteers, it was magical.  When I watched it on the evening news, everything was “old news” by that point.

A popular commercial a year or so ago, showed a family on the porch, all with their smart phones out.  The Mom and Dad were annoying the kids because they were “Tweeting” about “being on the porch”.  The kids would reply “Dad, we know you’re on the porch”.  While comical, this commercial shows the general misunderstanding of what Twitter really is and why it’s the next step in the communication evolution.  I hear clients say “people don’t care what I had for breakfast, why would I put that on Twitter”, and you know what, their right.  People don’t care what you have for breakfast, but they might be interested in why you are using a certain product, or what technique you are using to prepare it.  You see, the key to understanding Twitter, is understanding that Twitter is not about you, it’s about those things, people, and companies that you love.

I’ll admit that I tweeted this morning about my breakfast.  I said “Our 200th blend this morning. Did that in only 3 months. Can’t believe how much we love & use our @Blendtec”  Why did I write that?  Because frankly, I love our BlendTec.  Because of that love I want to share it with my circle of friends, clients, and contacts.  Why?  Because sharing is nice and makes me feel good, and I want to see a good company that makes a good product (a rare commodity in today’s world) succeed.  Why wouldn’t I write about that?  Now the next thing that happens is really cool.  Because BlendTec gets my tweet in their timeline, and wants to broadcast to their audience that I am a happy and loyal customer, they Re-Tweet my Tweet (stay with me now), and say “Great! @MichealGreen Happy 200th Blend, and many more blends to come!”.  Now, I have been mentioned to the 5,663 followers of BlendTec and will appear in their timelines across their computer screens or mobile phones.  Why is that important?  Well, my business is about being your best self in all aspects of life.  One of those aspects is eating a healthy diet.  The BlendTec makes that happen for me and my family.  Now I have an introduction from BlendTec to their “followers”. Starting to see the value here?

Another common misunderstanding is: “It’s like myspace with a bunch of foul mouthed teenagers”.  While there certainly is some of that, Twitter has ingeniously created the interface so that the conversation is tailored just to you and your interests.  Trust me, the name Justin Beiber has never crossed my timeline.  My timeline is filled with tweets about business, triathlons, and vegetarian cooking.  Why?  Because that’s what I care about, and it is where I spend my money.

Many people think that Twitter is a fad.  I’ve heard that since I joined in 2009.  In the mean time, Twitter’s growth has been astounding.  Almost any company worth it’s salt put’s Twitter and Facebook logos on their ads. That should be enough of a testimonial for you and your business.    My question to you is: What do you care if Twitter is a fad?  That’s where the conversation is.  Are you going to talk to your customers and potential customers, or allow your competition to do all the talking.

My challenge to you for today, is to stop missing the conversation.  Take the 30 minutes of your precious time and spend it learning the in and out of Twitter.  Trust me, if you invest 30 minutes, you’ll be a seasoned expert.

About the author

Mike Green formed MG Success in 2004 after seeing a need for “something different” in the world of marketing and sales. Working with various clients in differing industries throughout that time has provided MG Success an unmatched oppertunity to see the similarities in business, and how they fail due to undirected marketing efforts. Paramount to the MG Success philosophy is an understanding of how valuable it is to be your “Highest Self” in all that you do. At work, or at home, or at any other capacity of life, a Higher Self awareness is key to bringing the best to those around you. Your customers, your family, and all others within your circle of influence will thank you. - Mike Green, originally from Salt Lake City, contracted with SunRiver development as their Marketing Director in 2001. During his time with SunRiver, he has developed the marketing plans and strategies for SunRiver St. George Development, the SunRiver Golf Course, and the Riverwalk Grill. SunRiver has been named one of the top 100 master planned communities in the United States by Where to Retire magazine in 10 of the last 11 years. Mike has also served in other capacities in the community such as: Trustee for the SunRiver Home Owners Association Board of Directors, the Vice President of the Sales and Marketing Council of Southern Utah, and currently sits on the board of directors as a Trustee for the Dinosaur Discovery Museum at Johnson Farm. - Mike enjoys competing in Triathlons, and can usually be found among the red rocks of Southern Utah where he calls home. His greatest accomplishment and joy is being married to his Triathlon training parter and best friend for 11 years. Mike is currently grooming three up and coming Triathlon and Life superstars, that also happen to be his children.

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