I have read so many articles about the impact of Twitter on society and how it has “democratized media”, but I must say, I think that most of these guys have missed the big picture. As I speak to people that have tried Twitter only to walk away confused and  disappointed, I realize that Twitter’s greatest strength is lost on the masses.

Newbies open an account and begin following a few big media outlets, celebrities, or possibly a major brand or two. Many of these accounts are less personal and tend to “broadcast” instead of interact. These newbies often send out their first and sometimes only Tweet that says something like “OK, so I’m finally on Twitter. Now what?”. They hear nothing back and leave wondering “what the heck is everyone making such a fuss about”?

This “twit-nomenon” is reflected in a study by Sysomos Inc. (@sysomos) that revealed ” Only o.29% of all Twitter users follow more than 2,000 people, 92.4% follow less than 100 people and 93.6% of users have less than 100 followers”. What I take away is that people are treating Twitter like TV. They dial into a familiar channel (say the New York Times, Ashton Kutcher or maybe Barack Obama), then sit back and wait for a show.

The simple interface of Twitter is deceptive.

Twitter doesn’t easily give up the gold that lies beneath it’s surface. Finding this buried treasure takes some effort from the user and a little curiosity. What is interesting is that it’s first valuable asset has nothing to do with sending out Tweets or getting people to follow you. Yes, I love the interaction and two way communication aspect, but for a newbie, first there must be a sense of value.  Their initial Twitter experience should be about finding people worthy of following that offer personal value for them. They need to find and listen to the conversation before jumping into it. Then the value grows exponentially as you become involved, make friends, develop relationships, and share knowledge.

I’m a passionate sort of person and when I’m interested in a topic, I like hearing everything I can about it. I look for people that are both experienced in the subject as well as those that are new. Those that are the influencers, and those that are influenced. Of course there is much more to Twitter than listening.

One of the reasons people get caught up in this cycle is because of a  tool that’s overlooked: the unfollow button. Using it regularly keeps your stream clear of spam and annoying comments about who had what for lunch. I have seen how following fewer but more valuable Tweeple can dramatically improve a persons entire Twitter experience, leaving you much more time to interact with those you have chosen to keep.

Sure there are plenty of users with thousands of followers, automatically sending out hundreds of tweets a day, like the 5% of Twitter accounts that generate 75% of all tweets and racking up followers like trophies. But as far as I’m concerned, those folks have missed some of the best parts of Twitter.

Yes, Twitter is awesome for it’s two way interaction and communication abilities. But for me, the most priceless part is having an endless stream of customized and fresh material served to me, whenever I want it…..(now if only I could get my kitchen at home to do that for me).

Do you agree?

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