The API-sucking apps for Twitter are seriously where the fun begins and ends with Twitter. The network is cool, the followers (though I hate that name) also cool. But the apps working the network is where the real innovation is happening. What has Twitter proper done lately in the way of innovation? Fail? And did I read recently that 90% of Twitter's server load is due to API calls and not people on Twitter.com. So where will Twitter.com, or Biz and Co. at Twitter the company, add value?
I think in the age of massive irrelevance and spam we must self-evaluate and self-correct. Because if WE become spam, we're part of the problem, and we should be unfollowed.
Twitter is a powerful social media tool and research platform. It can be an advertising and promotional network, but that's not the best and highest use, unless you are Dell or Best Buy. Even if you are Local Pizza A it is better to include real conversations as part of your tweets. Don't just blast coupons. Talk about them. Suggest toppings or specials. Sure, coupons are great and coupons can drive business, but give a little bit more and you will get more followers and potentially more happy customers.
So these days I think you've got to feel for the folks just getting into Twitter. When it was first released to the public in 2006 during SXSW Interactive, I…
"I mean, Lance Armstrong, I get that. I am a biker, and I understand why people would want to follow Lance's tweets. But my client just doesn't need to be on Twitter, right? I mean, they don't really have anything interesting to say. Why would I "follow" them?" He was testing my knowledge a little and pressing me to make a case for Twitter as well. He genuinely wanted to know what Twitter could do for his client. But the key to the dialogue was this: He was not a Twitter-er.
What are the additional options for your content? You can Tweet it. You can cross post it. You can try to get a guess writing gig on Mashable or RWW. You can chat, IM and email about it. But over the course of the last six months I have found the following alternate strategies work for me. Now there is always too much of a good thing, so with any cross posting or excerpting strategy it is best to reserve these ideas for your BEST content and not everything. Cause we all know, everything is NOT wonderful, it's miscellaneous!
It's hard to imagine wanting to see out MORE people to follow and especially RANDOM connections and how about this, RUSSIAN or POLISH tweeters that aren't even remotely understandable to my Latin-based tools of Spanish and English. So why...
And finally, return to the shining path of honesty. Tweet as yourself, the GUY KAWASAKI. Change your password and don't let anyone have it. Let me follow YOU and ONLY YOU without relying on some arcane search filter to remove the chaffe from your wheat.
Because the Twitterverse is not going to get any easier to decipher when it's full of false idols and marketing driven Twitter strategies. It's going to be less of a trusted network and more of a "channel." Personally I say "YUK!"