Social “Me”dia and the Evolving Twitter Egosystem by briansolis


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									Social “Me”dia and the Evolving Twitter
By Brian Solis, blogger at and principal of FutureWorks, Author of the new book
Engage!, Co-Author, Putting the Public Back in Public Relations and Now Is Gone

There‟s a saying, “technology changes, people don‟t.” Yet, when we consider the impact of technology on our daily lives,
some very interesting observations surface…
A pen now feels awkward to hold and as such, our penmanship is deteriorating
It‟s now common to sit at a dinner table with family and friends where some are actively communicating with others, listening
to music or gaming via mobile devices
We are redefining the perception, boundaries and thresholds for privacy as we once knew it.
The future of the art of long form writing is at risk of becoming shrtr and less formal #forrealz.
For some, technology encourages immersion and introverted experiences in public settings, reducing the natural human
dynamics of engagement. To counter, coffee shops and cafes are becoming “laptop and WIFI free.”
For others, social networking online is converting introverts into digital extroverts, rewarding participation with confidence
boosting actions such as responses, “likes,” friend requests, shares, etc.
To connect with other human beings now in the future is not only changing, it‟s evoking a sense of Digital Darwinism. The
mantra of “Engage or Die!” was born to make the point that what was, what is, and what will be are no longer linked to all we
know and instead, demand an expanded perspective.
Social networking is pervading led by the clicking, connecting, and sharing of hundreds of millions of Internet denizens
around the world. While Facebook is the digital equivalent to your online residence, Twitter is reflective of the “me” in social
media. Twitter is not a social network, it is a series of disparately connected personalities linked through friendship,
admiration, education, and context. How we embrace and invest our persona in this paradigm says more about the future of
digital culture and ourselves than we might imagine.
With the introduction of Apple‟s new pseudo social network “Ping,” conversations lit up Twitter ultimately sparking a trending
topic, “we don‟t need another social network.” Indeed, there is a prevailing sense of social media fatigue (aka social network
fatigue (SNF). But as good friend Sarah Lacy recently said, “If You‟ve Got Social Media Fatigue, UR DOIN IT WRONG.”
At a recent Girls in Tech event hosted at KickLabs in San Francisco, Twitter co-founder Evan Williams inferred that Twitter is
actually a “cure” for information overload. Williams likens Twitter to a recipient-driven medium where people who have

(cc) Brian Solis, - Twitter, @briansolis
something to say can now find and reach the right audience, “That‟s a much better situation for both the publisher of the
information and the consumer of it. So recipient-based media can scale better “in a world of infinite information.”
@Ev also discussed the future of relevance and how Tweets will adapt to your interests. He compared the experience to
Google, “Google is very good at „I need to solve a problem, I need to buy something, I need an answer. Twitter is more „I‟m
interested in many things, I don‟t know what I need to know.‟ What we need to get much better at is scaling that system so
you don‟t have to pay attention to everything, but you don‟t miss the stuff you care about.”

The State of the Evolving Egosystem
Over the years, measuring the impact of Twitter as a medium, proved difficult and elusive as details and numbers did not
emanate from Twitter itself. Third-parties using APIs helped us paint the landscape to visualize the tremendous proliferation
of what started as a microblog and later evolved into an intricate system for sharing, discovering, and voicing our inner
monologue. To help, Williams posted details, stats, and direction to the Twitter blog. As a result, some very interesting
usage patterns and adoption rates were revealed.
First, Twitter boasts over 145 million registered users. In April at its inaugural Chirp conference, Twitter announced 105
million users tweeting upwards of 65 million times a day. The number of active accounts however, remains unknown. As
Twitter better explains its mission, purpose, and value system to everyday consumers, the number will only continue to grow.

Evan Williams also shared a glimpse of the Twitter ecosystem and how individuals connect to one another. If the “Web is
Dead” Twitter users have yet to hear the news. and account for 92% of all access and

Social Science Will Reveal the Future of Social Networkings
I believe that in order to truly understand technology, the internet, social media and its impact on society, business, and
culture, social science becomes paramount.
Social science is the study of human society and social relationships and its role in the evolution of Twitter, social networking
and the future of online societies is paramount. While we focus on the future, we must also look at the past and the present
to find meaning, purpose, and insight to steer progress . This rapid evolution requires study in order to navigate change and
define a course of action and the passage ways to what lies ahead.
As technology and the internet affect human behavior and culture, understanding how we got here will help us affect where
we are going. The future of communication, relationships, and education is in your hands…and your status updates, tweets,
“likes” and connections.
Connect with Brian Solis on Twitter, LinkedIn, Tumblr, Facebook

(cc) Brian Solis, - Twitter, @briansolis
Brian Solis is globally recognized as one of most prominent thought leaders and
published authors in new media. A digital analyst, sociologist, and futurist, Solis has
influenced the effects of emerging media on the convergence of marketing,
communications, and publishing. He is principal of FutureWorks, an award-winning New
Media agency in Silicon Valley, and has led interactive and social programs for Fortune
500 companies, notable celebrities, and Web 2.0 startups. is ranked
among the top of world's leading business and marketing online resources.

Solis is the author of Engage! The complete guide for businesses to build, cultivate and
measure success in the new Web.

In 2009, Brian Solis, along with Deirdre Breakenridge, released, Putting the Public back
in Public Relations.

Connect with Brian Solis on Twitter, LinkedIn, Tumblr, Google Buzz, Facebook
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