Macro/micromedia Part 2
Now that I got my rants on the business of media out of my system, I can finish my thoughts on Twitter. Someone recently sent me a link to a Twitter "how-to" manual on Mashable that serves as a pretty good description of what it is and the features, but makes a pretty poor guide on best practices. It basically treats Twitter as a typical mass medium, which it isn't As I mentioned previously, Twitter is part of the mass media subsection I call micromedia and requires a different approach to communication than traditional mass media, or macromedia. When you apply traditional communication approaches to micromedia, you will inevitably fail. Take Coca Cola for example. When they started out on Twitter, they were just pushing advertising and messages. As a result, one of the biggest companies in the world could only garner 15,000 followers. But in the past few months, Coca Cola has changed their strategy and is providing information and athle...