By Jim McCarthy Apr 13, 2009 0 comments

Twitter Like You Mean It (Or Don’t)

This week, Goldstar’s running a little promotion we call New York Theatre Week, which you can check out here. (Oh, and by all means, do ‘follow’ us while you’re there.)

I mention it because it allows me to give a short preview of something I’m going to say in an upcoming Edition of Live 2.0.

When a new medium comes along, you should always embrace it fully.

Or not.

Just not something sad and useless in between.

I can’t tell you how many times I heard something like this back in the late 90′s:

“Our business/organization/whatever really needs to get on the Internet, so we’re building a website.”

What actually got built most of the time was what we call “brochureware.”  No value; just the same boring mumbo-jumbo, but on a web page.

The point is when a new medium, like Twitter, comes along, you should make a significant effort to figure out where the match is between that medium’s strengths and your organizations goals and capabilities.

If there’s a match with important business implications, go for it.  If there’s not, leave it alone.

The virtual world is littered with websites, blogs, facebook pages, and twitter profiles that, in their emptiness, simply mock the incompetence and thoughtlessness of the people who half-heartedly built them because they “needed to be” on the web/Facebook/Twitter/whatever comes next.

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