How Twitter Will Change the Way We Live
Following is an interesting viewpoint by Steven Johnson on the usage of Twitter in our HR industry.
How Twitter Will Change the Way We Live
By Steven Johnson
Friday, Jun. 05, 2009
The one thing you can say for certain about Twitter is that it makes a
terrible first impression. You hear about this new service that lets you
send 140-character updates to your "followers," and you think, Why does the
world need this, exactly? It's not as if we were all sitting around four
years ago scratching our heads and saying, "If only there were a technology
that would allow me to send a message to my 50 friends, alerting them in
real time about my choice of breakfast cereal."
I, too, was skeptical at first. I had met Evan Williams, Twitter's
co-creator, a couple of times in the dotcom '90s when he was launching
Blogger.com. Back then, what people worried about was the threat that
blogging posed to our attention span, with telegraphic, two-paragraph blog
posts replacing long-format articles and books. With Twitter, Williams was
launching a communications platform that limited you to a couple of
sentences at most. What was next? Software that let you send a single
punctuation mark to describe your mood? (See the top 10 ways Twitter will
change American business.)
And yet as millions of devotees have discovered, Twitter turns out to have
unsuspected depth. In part this is because hearing about what your friends
had for breakfast is actually more interesting than it sounds. The
technology writer Clive Thompson calls this "ambient awareness": by
following these quick, abbreviated status reports from members of your
extended social network, you get a strangely satisfying glimpse of their
daily routines. We don't think it at all moronic to start a phone call with
a friend by asking how her day is going. Twitter gives you the same
information without your even having to ask.
The social warmth of all those stray details shouldn't be taken lightly. But
I think there is something even more profound in what has happened to
Twitter over the past two years, something that says more about the culture
that has embraced and expanded Twitter at such extraordinary speed. Yes, the
breakfast-status updates turned out to be more interesting than we thought.
But the key development with Twitter is how we've jury-rigged the system to
do things that its creators never dreamed of.
In short, the most fascinating thing about Twitter is not what it's doing to
us. It's what we're doing to it.
The Open Conversation
Earlier this year I attended a daylong conference in Manhattan devoted to
education reform. Called Hacking Education, it was a small, private affair:
40-odd educators, entrepreneurs, scholars, philanthropists and venture
capitalists, all engaged in a sprawling six-hour conversation about the
future of schools. Twenty years ago, the ideas exchanged in that
conversation would have been confined to the minds of the participants. Ten
years ago, a transcript might have been published weeks or months later on
the Web. Five years ago, a handful of participants might have blogged about
their experiences after the fact. (See the top 10 celebrity Twitter feeds.)
But this event was happening in 2009, so trailing behind the real-time,
real-world conversation was an equally real-time conversation on Twitter. At
the outset of the conference, our hosts announced that anyone who wanted to
post live commentary about the event via Twitter should include the word
#hackedu in his 140 characters. In the room, a large display screen showed a
running feed of tweets. Then we all started talking, and as we did, a shadow
conversation unfolded on the screen: summaries of someone's argument, the
occasional joke, suggested links for further reading. At one point, a brief
argument flared up between two participants in the room - a tense
back-and-forth that transpired silently on the screen as the rest of us
conversed in friendly tones.
At first, all these tweets came from inside the room and were created
exclusively by conference participants tapping away on their laptops or
BlackBerrys. But within half an hour or so, word began to seep out into the
Twittersphere that an interesting conversation about the future of schools
was happening at #hackedu. A few tweets appeared on the screen from
strangers announcing that they were following the #hackedu thread. Then
others joined the conversation, adding their observations or proposing
topics for further exploration. A few experts grumbled publicly about how
they hadn't been invited to the conference. Back in the room, we pulled
interesting ideas and questions from the screen and integrated them into our
face-to-face conversation.
When the conference wrapped up at the end of the day, there was a public
record of hundreds of tweets documenting the conversation. And the
conversation continued - if you search Twitter for #hackedu, you'll find
dozens of new comments posted over the past few weeks, even though the
conference happened in early March.
Injecting Twitter into that conversation fundamentally changed the rules of
engagement. It added a second layer of discussion and brought a wider
audience into what would have been a private exchange. And it gave the event
an afterlife on the Web. Yes, it was built entirely out of 140-character
messages, but the sum total of those tweets added up to something truly
substantive, like a suspension bridge made of pebbles.
The basic mechanics of Twitter are remarkably simple. Users publish tweets -
those 140-character messages - from a computer or mobile device. (The
character limit allows tweets to be created and circulated via the SMS
platform used by most mobile phones.) As a social network, Twitter revolves
around the principle of followers. When you choose to follow another Twitter
user, that user's tweets appear in reverse chronological order on your main
Twitter page. If you follow 20 people, you'll see a mix of tweets scrolling
down the page: breakfast-cereal updates, interesting new links, music
recommendations, even musings on the future of education. Some celebrity
Twitterers - most famously Ashton Kutcher - have crossed the
million-follower mark, effectively giving them a broadcast-size audience.
The average Twitter profile seems to be somewhere in the dozens: a collage
of friends, colleagues and a handful of celebrities. The mix creates a media
experience quite unlike anything that has come before it, strangely intimate
and at the same time celebrity-obsessed. You glance at your Twitter feed
over that first cup of coffee, and in a few seconds you find out that your
nephew got into med school and Shaquille O'Neal just finished a cardio
workout in Phoenix . (See excerpts from the world's most popular
Twitterers.)
In the past month, Twitter has added a search box that gives you a real-time
view onto the chatter of just about any topic imaginable. You can see
conversations people are having about a presidential debate or the American
Idol finale or Tiger Woods - or a conference in New York City on education
reform. For as long as we've had the Internet in our homes, critics have
bemoaned the demise of shared national experiences, like moon landings and
"Who Shot J.R." cliff hangers - the folkloric American living room, all of
us signing off in unison with Walter Cronkite, shattered into a million
isolation booths. But watch a live mass-media event with Twitter open on
your laptop and you'll see that the futurists had it wrong. We still have
national events, but now when we have them, we're actually having a genuine,
public conversation with a group that extends far beyond our nuclear family
and our next-door neighbors. Some of that conversation is juvenile, of
course, just as it was in our living room when we heckled Richard Nixon's
Checkers speech. But some of it is moving, witty, observant, subversive.
Skeptics might wonder just how much subversion and wit is conveyable via
140-character updates. But in recent months Twitter users have begun to find
a route around that limitation by employing Twitter as a pointing device
instead of a communications channel: sharing links to longer articles,
discussions, posts, videos - anything that lives behind a URL. Websites that
once saw their traffic dominated by Google search queries are seeing a
growing number of new visitors coming from "passed links" at social networks
like Twitter and Facebook. This is what the naysayers fail to understand:
it's just as easy to use Twitter to spread the word about a brilliant
10,000-word New Yorker article as it is to spread the word about your Lucky
Charms habit.
Put those three elements together - social networks, live searching and
link-sharing - and you have a cocktail that poses what may amount to the
most interesting alternative to Google's near monopoly in searching. At its
heart, Google's system is built around the slow, anonymous accumulation of
authority: pages rise to the top of Google's search results according to, in
part, how many links point to them, which tends to favor older pages that
have had time to build an audience. That's a fantastic solution for finding
high-quality needles in the immense, spam-plagued haystack that is the
contemporary Web. But it's not a particularly useful solution for finding
out what people are saying right now, the in-the-moment conversation that
industry pioneer John Battelle calls the "super fresh" Web. Even in its
toddlerhood, Twitter is a more efficient supplier of the super-fresh Web
than Google. If you're looking for interesting articles or sites devoted to
Kobe Bryant, you search Google. If you're looking for interesting comments
from your extended social network about the three-pointer Kobe just made 30
seconds ago, you go to Twitter.
From Toasters to Microwaves
Because Twitter's co-founders - Evan Williams, Biz Stone and Jack Dorsey -
are such a central-casting vision of start-up savvy (they're quotable and
charming and have the extra glamour of using a loft in San Francisco's SoMa
district as a headquarters instead of a bland office park in Silicon Valley)
much of the media interest in Twitter has focused on the company. Will Ev
and Biz sell to Google early or play long ball? (They have already turned
down a reported $500 million from Facebook.) It's an interesting question
but not exactly a new plotline. Focusing on it makes you lose sight of the
much more significant point about the Twitter platform: the fact that many
of its core features and applications have been developed by people who are
not on the Twitter payroll.
This is not just a matter of people finding a new use for a tool designed to
do something else. In Twitter's case, the users have been redesigning the
tool itself. The convention of grouping a topic or event by the "hashtag" -
#hackedu or #inauguration - was spontaneously invented by the Twitter user
base (as was the convention of replying to another user with the @ symbol).
The ability to search a live stream of tweets was developed by another
start-up altogether, Summize, which Twitter purchased last year. (Full
disclosure: I am an adviser to one of the minority investors in Summize.)
Thanks to these innovations, following a live feed of tweets about an event
- political debates or Lost episodes - has become a central part of the
Twitter experience. But just 12 months ago, that mode of interaction would
have been technically impossible using Twitter. It's like inventing a
toaster oven and then looking around a year later and seeing that your
customers have of their own accord figured out a way to turn it into a
microwave. (See the 50 best inventions of 2008.)
One of the most telling facts about the Twitter platform is that the vast
majority of its users interact with the service via software created by
third parties. There are dozens of iPhone and BlackBerry applications - all
created by enterprising amateur coders or small start-ups - that let you
manage Twitter feeds. There are services that help you upload photos and
link to them from your tweets, and programs that map other Twitizens who are
near you geographically. Ironically, the tools you're offered if you visit
Twitter.com have changed very little in the past two years. But there's an
entire Home Depot of Twitter tools available everywhere else.
As the tools have multiplied, we're discovering extraordinary new things to
do with them. Last month an anticommunist uprising in Moldova was organized
via Twitter. Twitter has become so widely used among political activists in
China that the government recently blocked access to it, in an attempt to
censor discussion of the 20th anniversary of the Tiananmen Square massacre.
A service called SickCity scans the Twitter feeds from multiple urban areas,
tracking references to flu and fever.. Celebrity Twitterers like Kutcher
have directed their vast followings toward charitable causes (in Kutcher's
case, the Malaria No More organization) .
Social networks are notoriously vulnerable to the fickle tastes of teens and
20-somethings (remember Friendster?) , so it's entirely possible that three
or four years from now, we'll have moved on to some Twitter successor. But
the key elements of the Twitter platform - the follower structure,
link-sharing, real-time searching - will persevere regardless of Twitter's
fortunes, just as Web conventions like links, posts and feeds have endured
over the past decade. In fact, every major channel of information will be
Twitterfied in one way or another in the coming years:
News and opinion. Increasingly, the stories that come across our radar -
news about a plane crash, a feisty Op-Ed, a gossip item - will arrive via
the passed links of the people we follow. Instead of being built by some
kind of artificially intelligent software algorithm, a customized newspaper
will be compiled from all the articles being read that morning by your
social network. This will lead to more news diversity and polarization at
the same time: your networked front page will be more eclectic than any
traditional- newspaper front page, but political partisans looking to
enhance their own private echo chamber will be able to tune out opposing
viewpoints more easily.
Searching. As the archive of links shared by Twitter users grows, the value
of searching for information via your extended social network will start to
rival Google's approach to the search. If you're looking for information on
Benjamin Franklin, an essay shared by one of your favorite historians might
well be more valuable than the top result on Google; if you're looking for
advice on sibling rivalry, an article recommended by a friend of a friend
might well be the best place to start.
Advertising. Today the language of advertising is dominated by the notion of
impressions: how many times an advertiser can get its brand in front of a
potential customer's eyeballs, whether on a billboard, a Web page or a
NASCAR hood. But impressions are fleeting things, especially compared with
the enduring relationships of followers. Successful businesses will have
millions of Twitter followers (and will pay good money to attract them), and
a whole new language of tweet-based customer interaction will evolve to keep
those followers engaged: early access to new products or deals, live
customer service, customer involvement in brainstorming for new products.
Not all these developments will be entirely positive. Most of us have
learned firsthand how addictive the micro-events of our personal e-mail
inbox can be. But with the ambient awareness of status updates from Twitter
and Facebook, an entire new empire of distraction has opened up. It used to
be that you compulsively checked your BlackBerry to see if anything new had
happened in your personal life or career: e-mail from the boss, a reply from
last night's date. Now you're compulsively checking your BlackBerry for news
from other people's lives. And because, on Twitter at least, some of those
people happen to be celebrities, the Twitter platform is likely to expand
that strangely delusional relationship that we have to fame. When Oprah
tweets a question about getting ticks off her dog, as she did recently,
anyone can send an @ reply to her, and in that exchange, there is the
semblance of a normal, everyday conversation between equals. But of course,
Oprah has more than a million followers, and that isolated query probably
elicited thousands of responses. Who knows what small fraction of her @
replies she has time to read? But from the fan's perspective, it feels
refreshingly intimate: "As I was explaining to Oprah last night, when she
asked about dog ticks ..."
End-User Innovation
The rapid-fire innovation we're seeing around Twitter is not new, of course.
Facebook, whose audience is still several times as large as Twitter's, went
from being a way to scope out the most attractive college freshmen to the
Social Operating System of the Internet, supporting a vast ecosystem of new
applications created by major media companies, individual hackers, game
creators, political groups and charities. The Apple iPhone's long-term
competitive advantage may well prove to be the more than 15,000 new
applications that have been developed for the device, expanding its
functionality in countless ingenious ways.
The history of the Web followed a similar pattern. A platform originally
designed to help scholars share academic documents, it now lets you watch
television shows, play poker with strangers around the world, publish your
own newspaper, rediscover your high school girlfriend - and, yes, tell the
world what you had for breakfast. Twitter serves as the best poster child
for this new model of social creativity in part because these innovations
have flowered at such breathtaking speed and in part because the platform is
so simple. It's as if Twitter's creators dared us to do something
interesting by giving us a platform with such draconian restrictions. And
sure enough, we accepted the dare with relish. Just 140 characters? I wonder
if I could use that to start a political uprising. (See the 25 best blogs of
2009.)
The speed with which users have extended Twitter's platform points to a
larger truth about modern innovation. When we talk about innovation and
global competitiveness, we tend to fall back on the easy metric of patents
and Ph.D.s. It turns out the U.S. share of both has been in steady decline
since peaking in the early '70s. (In 1970, more than 50% of the world's
graduate degrees in science and engineering were issued by U.S.
universities. ) Since the mid-'80s, a long progression of doomsayers have
warned that our declining market share in the patents-and- Ph..D.s business
augurs dark times for American innovation. The specific threats have
changed. It was the Japanese who would destroy us in the '80s; now it's
China and India .
But what actually happened to American innovation during that period? We
came up with America Online, Netscape, Amazon, Google, Blogger, Wikipedia,
Craigslist, TiVo, Netflix, eBay, the iPod and iPhone, Xbox, Facebook and
Twitter itself. Sure, we didn't build the Prius or the Wii, but if you
measure global innovation in terms of actual lifestyle-changing hit products
and not just grad students, the U.S.. has been lapping the field for the
past 20 years.
How could the forecasts have been so wrong? The answer is that we've been
tracking only part of the innovation story. If I go to grad school and
invent a better mousetrap, I've created value, which I can protect with a
patent and capitalize on by selling my invention to consumers. But if
someone else figures out a way to use my mousetrap to replace his much more
expensive washing machine, he's created value as well. We tend to put the
emphasis on the first kind of value creation because there are a small
number of inventors who earn giant paydays from their mousetraps and thus
become celebrities. But there are hundreds of millions of consumers and
small businesses that find value in these innovations by figuring out new
ways to put them to use.
There are several varieties of this kind of innovation, and they go by
different technical names. MIT professor Eric von Hippel calls one "end-user
innovation," in which consumers actively modify a product to adapt it to
their needs. In its short life, Twitter has been a hothouse of end-user
innovation: the hashtag; searching; its 11,000 third-party applications; all
those creative new uses of Twitter - some of them banal, some of them spam
and some of them sublime. Think about the community invention of the @
reply. It took a service that was essentially a series of isolated
microbroadcasts, each individual tweet an island, and turned Twitter into a
truly conversational medium. All of these adoptions create new kinds of
value in the wider economy, and none of them actually originated at Twitter
HQ. You don't need patents or Ph.D.s to build on this kind of platform.
This is what I ultimately find most inspiring about the Twitter phenomenon.
We are living through the worst economic crisis in generations, with
apocalyptic headlines threatening the end of capitalism as we know it, and
yet in the middle of this chaos, the engineers at Twitter headquarters are
scrambling to keep the servers up, application developers are releasing
their latest builds, and ordinary users are figuring out all the ingenious
ways to put these tools to use. There's a kind of resilience here that is
worth savoring. The weather reports keep announcing that the sky is falling,
but here we are - millions of us - sitting around trying to invent new ways
to talk to one another.
Johnson is the author of six books, most recently The Invention of Air, and
a co-founder of the local-news website outside.in