Since the early days of Twitter I have heard many dismissive individuals mutter, “I don’t care what my friends are eating for breakfast, or when they are going to the bathroom." In spite of the naysayers and clichés like the ones in the previous sentence, Twitter has flourished.

The fact that Twitter is now more popular than Elvis should come as no surprise to anyone reading this article, however some may not have noticed that the entire web is becoming Twitterized. Some days I feel like my entire life exists within the confines of 140 characters (i.e. “we have been dating for a very long time, I think you are really great-I really like you, but there is something very important that you nee…”. D’oh!)

Elvis

Twitter

Everyone is looking to build a lifestream these days; most obvious is Facebook, but now Yahoo is getting into the game (poor Yahoo!). You may be asking two questions; where did this new fascination with brevity come from and how can marketers cut through the clutter to get their voice heard?

In service of focusing this article, I am going to split the medium from the message and simply tackle the medium (perhaps there will be a follow up that addresses the message). I am going to make the assumption that we are all on board with the notion that “we are the content” and that “in the present everyone is getting their 15 seconds of fame”.

LOL Innovation, Mobility and the Real Time Web

Those of you that have heard me speak about marketing innovation know that I have been using John Emmerling’s definition of innovation, “creativity with a job to do." Under this framework definition, one can consider the creation of web acronyms such as “LOL;” innovative (I bet you never heard that statement before).

The way in which we communicate has changed—as such, the nature of our language must change. Some refer to onslaught of web jargon such as “LOL” or “GTG” as the demise of the English language. I disagree with such this type of pedantic arrogance. There has certainly been a shift in the English vernacular, but it is not, in my estimation, a negative affair. Are people really that committed to preserving the King’s English?

This new vernacular of the web simply fits the way our society is changing. As with every societal change, the ways in which people express themselves needs to be altered. Communicating in the year 2009 is more immediate and increasingly mobile; the language we use must service these factors (if you still disagree, try texting in Chaucerian English—let me know how that goes for you).

As a student of language and innovation, I say, “Long Live LOL”!

As evidenced in the above chart, the idea that the web is somehow tied to a box that sits under our desk, and is connected to a monitor that sits on our desk, is becoming irrelevant. You may hear certain “digital millennials” talk about how they were born with a mouse in their hand, but when you consider the generation that will follow these charming millennials, you may wonder how relevant the mouse will be in a few years. The fact remains; the web is pervading every aspect of our lives.

At the recent NextwebMeetup (topic: Hyperlocal City Guides) someone mentioned the term, “outernet”. While this term went a little too far into unnecessary jargon-territory, it harkens to the concept of ubiquitous computing; the notion that we are in some way, connected—everywhere we go.

As we slowly become connected everywhere, the formats in which we communicate, and the structure of our communications must change. Mobility and the real time nature of the web must be considered when designing new communications experiences. These two concepts are at the core of “The Twitterization of Everything."

What is a Marketer to do In a Twitterized World?

I wish that I had a simple answer to this question; unfortunately, there isn’t one. Social marketing pro’s may recommend the use of buzz monitors and alert systems to monitor brand conversations. I am a fan of both of these types of tools, but marketers must remember that these are just tools. In order to stay afloat in this new culture, workflows must change and approaches to staffing must be re-examined. Marketers must not simply give into SOS (shiny object syndrome); rather, we must take a step back and spend time re-tooling the fundamentals. Here are some questions you may want to consider.

• Is your current staff organized in a way that can respond to the changing nature of media?
• Is your organization really dedicated to change (everyone is paying lip service—I am talking about real change, the type that involves risk)?
• Are you participating in the great communications shift or are you merely observing?

If you spend some time with the third question and realize that you have merely been a spectator, you are destined to be left behind (unless of course you are quick to change your habits). As a communications professional there is no excuse to not be involved in the reshaping of our media landscape. As I wind this article down, allow me to debunk some of the popular excuses marketers have for not taking part in the Twitterization of the Web and LOL Innovation:

• Challenge: I am not tech savvy!
  • Response: It is not about technology—it is about people and culture.
• Challenge: There is not enough time, I am too busy!
  • Response: Continue to ignore the world around you and you will have plenty of time, but no job. 
• Challenge: My company blocks all social networks!
  • Response: Get a new job, seriously! If you are a communications company that cannot participate in new ways of communicating, there is a good chance your company will soon be gone. Get out of there!
• Challenge: I am lazy!
  • Response: Perfect, that is the only real excuse :)

I would love to hear how your organization is tackling new forms of communications. I would also love to debate about the merits of LOL innovation (although I may grow weary pretty fast, so be prepared with a compelling case).

Speak Up!