Wednesday, June 11, 2014

Have You Tweeted Your Kids Today?

People often ask me why I tweet. 

I assume it's partly because I am not a kid, sports team, celebrity or soft drink. It's also partly because Twitter has not yet hit mass relevance. As in, not everyone uses it or cares to. Not everyone sees the value in the product. I get it. I really do. I understand why they are asking; it's because they haven't yet figured out what they could be using it for. They think it's all about tweeting nonsense and being ridiculous. They don't fully understand that it's the easiest way to get caught up in all the world's trending news and stories -- quite literally -- in a matter of seconds. So instead, the ney-sayers may say through pursed lips and squinched foreheads "why oh why would you ever dooooooo such a thing..." but guess what?

Everyone seems to have heard of it. 

So the point is that critical mass is not the same as mass relevance. In Twitter, in business and in life. 

You can be everywhere, but are you being relevant?

Everyone has a brand. From a global level, a brand can be almost omnipotent. But that doesn't mean that it's relevance is permanent. If a brand does not grow and innovate, it doesn't matter that they've got brand awareness from ocean to ocean. If an audience refuses to adapt, adopt and grow to embrace changes as they occur, the same thing happens to them. They become obsolete. They grow old and tired and less valuable to the growth engines that push our society ahead. Like a neglected child, hope for the future can diminish and dim until darkness is all that's left. 

And that, friends, is the reason I tweet. 

The next time you feel the urge to ask someone why they tweet, instead ask them what it feels like to smile at stranger or why they hug their kids. It's the right thing to do. It adds value. It feels good.

In Twitter, in business and in life, that's about as good as it gets.