Alice MacGillivray

Supporting Leadership & Knowledge Work Across Boundaries

What are we doing on twitter?

You have undoubtedly noticed the exponential growth of tips—on twitter, for example—about how to achieve things through social media. Often the desired result is simply more followers.  Some people want huge numbers of followers (see @jeffbullas for tips) where others such as John Tropea @johnt reduce the numbers of people they follow to avoid overload.

In the deluge of input we get through social media, I wonder how many people think about the implications of routes they choose. I’ve pulled two people out of my twittersphere simply because they come to mind as very different, despite their overlapping expertise.

Pete Cashmore (I usually think of him as @mashable) with over 2 million unique twitter followers, shares content about social media. He recommends people never talk about themselves in their tweets, usually walks the talk. Jean Russell (@nurturegirl) comes to mind as one of several active twitter users who rarely tweets in a totally impersonal way. I haven’t heard her advocate a whole-person approach to tweeting, but she models that practice. By the way, I’ve not met either Pete or Jean face-to-face.

I can’t help but reflect on these two common styles and how they fit into societal trends. We crave good information, sound bites and references to make us sound more credible (especially in win-lose environments). @mashable provides a gold mine of factoids and links, often based on analytical work. When I go to @mashable, it’s a bit like going to a lecture or encyclopedia. It feels mechanical and entity-oriented. I suspect he has a strong network for complicated problem-solving. I get no sense of Pete as a person. I get no feeling of relationship; in fact I envision a message to him slipping towards the bottom of a very large pile. I don’t feel that my critical thinking is challenged. I feel pulled into the illusion that everything has a “right answer.” I do feel better armed for conversations over coffee and reassured that I can catch up efficiently on important content by visiting his sites.

Sometimes Jean’s tweets have “no value” for me, yet they might lead me to picture her wrestling with ideas at her computer or walking on a sunny SF street. Difficult to pin an ROI on that, but she attends to relationship: the essence of complex systems. I suspect she has a strong network for complex problem-solving. Intentionally or not, she is working with very different ways of knowing, and different ways of using twitter as a tool or medium.

We often focus on what we want or need individually as a person with a social media account, reading the work from others’ accounts. How do we think about ways in which we are shaping societies through the choices we make?

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