The New Twitter May Be Different, But is it Better?

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Article By: Marc D. LeVine - Director of Social Media, RiaEnjolie Inc

So far the new Twitter looks to me like the result of the company “tidying up around its house.”  The interface is a bit neater and, perhaps, just a little more user-friendly.  I like it.  But, is it really that much better or just something newer and different?

The change that Twitter really needs to make – at least for “business sake” – is the ability to convince its users to think a little bit more about what the value of their tweets mean to others.   In fact, it should be the responsibility of every Tweeter to work together to help create an environment of BOTH friendship and of knowledge exchange.   Neither need be exclusive of the other.

There are some – certainly not everyone - who might do better by trying to come across as more altruistic and more audience-centric within the context of their tweets.  There are a great deal of narcissists that tweet solely to promote themselves and their wares.  These individuals only need realize that if they would offer their followers a few worthwhile subject matter related tips, those people may be slightly more inclined to click on their otherwise annoying tweet-links, which annoyingly remind them to “BUY MY BOOK AND GET RICH IN JUST 90 DAYS.”

I make this suggestion fully understanding and embracing the reality that Twitter was originally designed as a “social” network.  I also know that business people have always been encouraged to participate and are expected to chat with others and not pitch at them.  This is as it should be.  But, in everyday life we also realize that time has meaning and meaning has value.  Twitter can increase its own value by finding more and better ways to inspire those, who are followed by others to offer more meaning through the Twitter live stream.   After all, people can only kibitz online for so long before becoming victimized by extreme small talk.   A good steak has just the right amount of marbleized meat and fat.  In a similar way, quality engagement is a tasty mixture of useful information and good spirited fluff.

The reality, though, is that if the average person in business is to budget quality time out of their hectic workday to participate on Twitter, they need to be rewarded with “working hours value” intrinsic to the tweets they read and respond to.  That value does not necessarily have to come to them in the form of increased sales, but it should be reflected within the quality of their online interactions with others.  There is a choice to be made by most… time spent must be justifiable or Social Media interactions, most likely, will need to be limited to only non working hours.

Frankly, there needs to be more and better takeaway from Twitter and from all forms of Social Media, especially if Social Media can ever expect to become a viable activity for those with precious little time to spend during hectic business hours.  There is always accountability to the boss and to the always critical company “bottom line.”

Personally, I find it very difficult to find a solid stream of knowledge exchange on a great many profile pages of Tweeters – even on the pages of the so-called Social Media Gurus.  Most will tell you where they are going and where they have been, with nary a word about what they have learned within their area of expertise.  This leaves us wondering what they might have shared to help their interested followers become as well informed on a topic as they may be.  Let us not mistake substance-seeking with anti-social, offensive or intrusive behavior.  No apologies are necessary for wanting to take part in helping elevate the quality of online discussions in any forum.  It is a great benefit to all of us.  This is not a “hang-up” anyone can afford to have.  If business people can’t allocate sufficient time to engage in social media during the course of their business day, Social Media may eventually become a shadow of itself just like the once very popular television soap operas, which have been suffering an ever diminishing audience.  Businesses provide strong numbers for Social Media and that number is expected to grow as more value is proven.

I enjoy sharing what I’ve learned with others in Social Media. In fact, I enjoy reading about what is going on in the new and within the blogs and then digesting what I have learned to help others get the gist of the main points. I’d like to think that some of the things I find in my Web travels contain facts, figures and advice they may wish to know more about.  They just might not have the time to search for and read the full articles themselves.  For me this is the best contribution I can offer to others through such powerful communication platforms as Twitter LinkedIn and Facebook.

The new Twitter promises to be a little different.  I just hope we all learn to participate in it a little better.