“It’s all become very personal indeed.”
It wasn’t a sudden change. It didn’t occur in a single earth-shattering moment of realization and there were certainly no anatomical transformations. But the change came: a gradual, distilling of that all-important bottom line with my own unique blend of self, resulting in a concoction so headily steeped in engagement that it became socially intoxicating.
And where did it all begin?
Like part of a dying herd of corporate cattle, I am one of many who escaped the heat of the traditional branding iron and transformed my business message into something personal — something me! The irony lies in the fact that this evolution came about as a result of a communications curfew to the tune of 140 characters. Suddenly, ‘less’ was the new ‘more’ and my personal polarities became fundamental to the way that my business communicated itself.
You see, what’s happened is that Twitter has become far more than just the micro-blogging service initially intended. Even Jack Dorsey, its founder, couldn’t have envisioned just how extraordinary the outcome of that initial team meeting over Mexican takeout in the park on that fateful afternoon would prove to be.
After all, Twitter has not only tuned into the way marketing has changed from a monolog to a two-way conversation-based system, it has been instrumental ...