Why did you join Twitter?
If we're being honest, I couldn't tell you why I did.
I remember signing-up, seeing some familiar faces, not having a clue what to do, and clicking "Tweet" on my first (lame) update.
Initially, my tweets were about what was happening; what was I doing and who I was with. But as I networked and as Twitter grew, Twitter became less about me and more about sharing content.
Taking advantage of brands
Twitter's launch was revolutionary because it put billion dollar brands on the same level as Joe Plumber.
Naturally, that playing field empowered customers -- first-time and long-time -- to have very candid conversations with now-personified brands.
Customers followed companies because they were eager to see a behind-the-scenes photo or receive an exclusive discount code.
The power shifted.
The customer was calling the shot.
The customer followed in hopes of receiving something; something tangible.
Twitter and its angry mob
Twitter's transparency creates an instant sense of vulnerability.
The Internet has always meant that everybody sees everything.
But influential, idea-spreading networks like Twitter now mean that everybody knows what everybody's seen. Its trends move like wildfire, spreading across the nation, literally, in the matter of seconds.
And somehow, somewhere along the way of grasping power, Twitter's users have evolved into the occasional pitchfork-carrying mob.
It happened to the poor sap who mistweeted on the Chrysler campaign and it happened when Kenneth Cole inconsiderately tried to take advantage of the crisis in Egypt.
Most recently, it happened again (and louder than ever) when Ragu offended meal-making dads and then once more when a PR guy explicitly insulted a popular blogger.
And as a community should, followers rise up together, creating a loud retweeting voice to advance their message. They gather around the cause's champion and chant.
Did you hear what Brand X did? Unheard of! Absurd!
I'm not suggesting Twitter's community turn a blind eye to brand misteps. Rather, I'm an advocate for accountability.
But, I've been part of the goon squad myself at times. I've sympathized with the offense, I've felt a portion of the insult, and I'm confident, the best way to teach a lesson is by sharing this horror with my followers.
Surely, that shouldn't be our default reaction.
How I wish Twitter was used
Instead of communicating and bettering ourselves, we're collectively seeking out a brand's mistake, scrambling to break the story, and receive praise for exposing it.If I break this story, I'm almost guaranteed new followers!
But what's social about that? That's not a community; that's a predator waiting to pounce.
Sadly, there are parallels to the archaic form of email here.
I was always taught if somebody makes a mistake in an email, refrain from replying-to-all to expose the mistake. Instead, quietly mention the offense to the sender. Save them the embarrassment and be the bigger person. They've learned their lesson and they're thankful you didn't exploit the situation.
I can't think of a reason the same wouldn't apply to social media. I know it's what I'd want if I made a mistake.
And while I can see the justification of worldwide humiliation, I'm not certain that's a more effective method of teaching a lesson than helping them save face.
Maybe that's what Direct Messages were purposed for in the first place? It's that quiet, hidden, personal nudge.
What do we gain by broadcasting an offense other than calling attention to ourselves? Is it worth the link bait and spike in traffic?
Instead of iron-sharpening-iron, sides are taken and a battle begins.
Instead of encouragement, people who've never met each other are belittled and their careers ruined.
If this all played out in-person, it'd be the equivalent of a trial turned riot. Socially, Twitter's supposed to be the mixer, the kind, mutually-beneficial sharing platform, isn't it?
Let the goon squad speak
What do you think? Have you had a different experience with Twitter? Do you appreciate the rabid accountability? Is it opportunistic to break a story, or is it the responsibility of the digital professional?
Leave a comment below; let's hear your point of view.
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