A confession. This was the one I was dreading. Yup. I was the guy who didn't get Twitter. There I've said it. I've resolutely stuck to the view it was all tw@ts tw@@tings about what they had for breakfast or los@rs retw@eting 'clever content' they themselves had never read. The fact that the Arab Spring did not confirm to this world view was conveniently glossed over. Put in the same debating bucket as why does God allow suffering.
And so I stepped into the confessional an (ironically) pretty soulless space in San Fran. And then they got to work on me.
It turns out that this is a platform that caught the wave perfectly. 'Open, public and unfiltered' (as they call it) is the defining feature of both Twitter and web 2.0. Real time - another web 2.0 staple is what Twitter does. And of course mobile, or more pointedly smart mobile.
The weight of numbers is undeniable. 600,000 new accounts a day. 250 million tweets a day. 8,000 tweets a second for Beyonce's on screen announcement that she was pregnant. Over 5,000 a second for the they got Bin Laden moment.
However it is the emergence of the ubiquitous two screen culture that really seals it for Twitter. Where screen one is either the real world or the TV, and screen two is the mobile device. (This, of course, is something that those clever peeps at Apple has spotted and explains the unique integration of Twitter into iOS 5.)
And it is at the intersection of these screens where the true opportunity for brands lies. So the most surprising thing was not that I am now a believer but that there are so many opportunities for brands to leverage all this creatively in ways that ultimately seem missing from some of the other key platforms that we have been visiting over here. We're hoping to get some of the examples through from Twitter to share.
And the most amazing thing is that this change the world company was, until just 12 months ago just 150 strong. It certainly does cause one to pause and consider which 150 strong agency has achieved that feat.
So all in all I feel blessed at having visited with Twitter. At least my confession need only be 140 characters long.
Here what other IPA delegates think about the Interactive Mission at