Twitter-like micromessaging is a relatively new communications model, with unique characteristics that affect how we use it and what’s appropriate. It’s an RSS feed for people, a way to directing the attention of audiences, and a means of reaching the famous without burdening them with an obligation to respond.
In short, Twitter is a human API. It’s being defined in real time in front of our eyes, through an amazing example of Internet Darwinism.
I’ve been spending a bunch of time on Twitter lately, partly because it’s fun, and partly because of the community management and social networking portions of a book I’m writing with @seanpower. Here are some observations so far.
Asymmetric follow
Twitter is neither one-to-one (unicast) nor one-to-many (broadcast.) Call it sometimescast.
This produces strange behaviors. The highly followed selectively amplify messages, and the less followed send nuggets of wisdom to the more followed in the hopes of getting their attention. This leads to the kinds of power laws we see in blogging. We probably won’t properly understand it until we have a pagerank for Twitter.
It also means there’s less context for a conversation, since we don’t easily see who’s talking to whom. So while back-and-forth chats happen, they’re usually brief. As a result, Twitter messages tend to remain a mix of instant messaging, URL referrals, bumper-sticker humor, and status updates. The lack of conversational context stops Twitter from devolving into a partyline.
Extensible syntax
Twitter didn’t have much functionality built in (the D convention for direct messaging was pretty much all it offered.) This meant the community created and selected its own conventions: Retweeting (prefixing a message with RT), @naming, and #hashtags started out independent of Twitter, and only later became part of the system.
HTTP was the same way. We had a few very simple verbs (GET and POST, mostly) and a lot of possibility. We came up with cookies, embedded content, URI parameters, and so on. They were optional. This allowed browsers and web servers to evolve commensally rather than requiring them to be in lock-step, resulting in much faster adoption and innovation.
Fluid relationships
Twitter’s explosive growth is due in part to the fact that anyone can follow anyone. It’s just as easy to unfollow someone, and we’ll soon see sites that track who’s being followed or unfollowed the most (think of Technorati’s Interesting Newcomers.) This keeps people honest; there’s always a lingering fear of being unfollowed.
The other day, I posted my first tweet with a swearword in it. It was a surprisingly emotional moment. I had to consider why I was swearing, and what it would do to my social graph, and whether I cared. In the end, I decided I didn’t care — the people who know me can follow, and the rest of them, well, they can leave.
This notion of whether you care if you’re followed is an elephant in the Twitter room. People want to seem smart. They want the affirmation of retweeting. They want to be noticed. Like it or not, the fluid social graph brings about yearbook psychology way down in our high school psyches, and has more of an impact on our behavior than we think.
The constraints of brevity
Developing for a constraint like 140 characters has an important side effect: Short messages make traditional brand marketing hard: Spamming a slogan on Twitter is a useless message, and a bad idea gets you unfollowed fast.
This has kept the medium relatively spam-free despite the fact that it’s so open. Other, richer social networks have to content with far more spam; but it’s hard to hide a virus in 140 characters.
It’s also responsible for making people succinct, causing them to prune their thoughts, which allows their audience to process more ideas with less effort.
An open API
Twitter has made it very easy to extend its functionality, in part because it hasn’t focused on monetizing the system. This means there are quite literally new Twitter apps going live every day (and the top ten lists to prove it.) There are also dozens of desktop clients.
Some of these sites are hashtag trackers, some tag clouds, some ranking tools. The point is that there’s a development ecosystem surrounding Twitter that’s unprecedented, and it’s creating new ways to extract meaning from the thronged masses. So even if individual conversations won’t get the attention of a company, a groundswell of objections will, right, Johnson & Johnson?
Many ways to participate
We want to talk to our friends face to face; we want to gossip about our enemies in public.
Hashtags allow transient groups to form around a topic. So if I hate a particular company, I want to get together with others and bitch about them to feel reaffirmed. But if I love a company, I want to personally connect with them in the hopes of their affirmation and acknowledgement.
Did I miss some? What other fundamental patterns are driving Twitter’s growth and innovation?
Alistair – This is a great post! I’d add Simplicity/Low barrier to entry to the list. Twitter is insanely simple which makes it very accessible to the masses. Of course, once you tweet your first lonely tweet, you realize you don’t want to be alone any more. You crave that community connection. And nothing is stopping you from making that happen.
Even the community add-ons (hashtags,etc.) are simple to understand and easy for people to participate in. At this stage of it’s life, twitter is probably easier that browsing.
Also, I think you’ve hit on something important in the “sometimescast” – I can walk away from Twitter for a week and not be lost or shut out of a conversation. My stream exists in “my time”.
great stuff! sometimescast is well put. chimes well with ambient intimacy.
one thing- RT is still not supported by Twitter itself. its purely a community convention. shame its not more like a command. a symbol would be good. something like “[ username” – that way twitter could start to build pagerank and the graphs could really kick off.
I’m both amused and fascinated by the Twitter Religion. I’m calling it Twit-R-ligion. The developers/geeks tell me how I’m supposed to use it for information, the mommy bloggers for building community, and the marketers tell me how to use it for brand strategy. Everyone swears they’re right.
And of course they are.
I’m not sold on whether or not Twitter is a protocol, I would argue XMPP is the protocol which has enabled the Twitter phenomenon. Twitter for me is a social communications paradigm.
[…] My friend Alistair Croll also has some interesting thoughts about how Twitter isn’t a site, it’s a protocol. […]
[…] Twitter’s not a site, it’s a protocol […]
[…] Twitter’s not a site, it’s a protocol | Bitcurrent […]
[…] same as open source, and it does not eliminate the threats posed by monocultures. It does mean that it is very easy to add functionality to the Twitter protocol, but it does not mean that you can participate freely without a Twitter […]
Great post, thanks. I really liked the comment that ‘The lack of conversational context stops Twitter from devolving into a partyline’. It’s true that no one wants to really watch people sling mud back and forth – the spamming and trolling just can’t happen to any extent, people just stop following those attempting it, and it’s hard for anyone to fling emotional responses back and forth for long. Interesting stuff.
[…] que Twitter pueda aprovechar de alguna manera (como, por ejemplo, ocurre con Facebook). De hecho, alguno ya considera que Twitter no es una empresa o una plataforma, sino un […]
Nice post. Personally, I wish somehow more syntactical devices (operators, keywords) would find their way into Twitter. I also think Twitter’s growth is throttled by the quality of Search available. If you can’t find people or concepts or [whatever] on Twitter, easily and quickly, it limits its usefulness. It’s obviously useful already but could be much more useful, I think.
[…] this point in time I am sure that, if you have been paying attention to the growing number of articles, blog posts, tutorials, education materials, helpful tips, useful resources, wonderful insights, […]
From microblog to Network Protocol: How Twitter will redefine the Internet
I just wrote a blog post in a similar vein, and then found this post. Nice thinking bitcurrent. Come check out my take on it –
http://thinksketch.wordpress.com/2009/02/25/from-microblog-to-network-protocol-how-twitter-will-redefine-the-internet/
[…] Twitter’s not a site, it’s a protocol | Bitcurrent (tags: twitter protocol ****) […]
[…] on GoogleThinkSketch — From microblog to Network Protocol: How Twitter will redefine the InternetBitcurrent — Twitter’s not a site, it’s a protocolMonkchips — Asymmetrical Follow: A Core Web 2.0 PatternYvoSchaap — […]
Great analysis. How soon until a Ph.D. thesis is written about Twitter?
Today I was struck by the power of searching the “twittersphere”. Results come up in real time, it’s like an index into the collective mind.
To me, Twitter is the new “dial tone”. It is THE NEW protocol for connecting.
[…] Related: Great post about Twitter for the geeks by Alistair Croll, Twitter’s not a site, it’s a protocol […]
[…] limit, forcing me to get my ideas across in real-time in a clear yet concise manner. (Click here for a great article that demystifies […]
[…] Twitter’s not a site, it’s a protocol "Twitter-like micromessaging is a relatively new communications model, with unique characteristics that affect how we use it and what’s appropriate. It’s an RSS feed for people, a way to directing the attention of audiences, and a means of reaching the famous without burdening them with an obligation to respond. In short, Twitter is a human API. It’s being defined in real time in front of our eyes, through an amazing example of Internet Darwinism." (tags: socialmedia web2.0 twitter communication insight theory) […]
Twitter is a protocol not a website…
In short, Twitter is a human API. It’s being defined in real time in front of our eyes, through an amazing example of Internet Darwinism….
[…] is a communications tool (or a ‘human application’). You can broadcast (one-to-many), you can eavesdrop (many-to-one) or you can converse (one-to-one, […]
I have to gush….this is such a wonderful post! No BS, great content, cleared up alot of things for me. I’m an avid Facebook and Twitter user and will definitely reference your post..just wish I could RT this easily 😉
On a related note, my day job involves helping clients monitor and block data loss over various channels. I’m curious as to who out there actually has a solution to monitor Twitter on the network and block it. Pardon me if you’ve covered this in another post, but does Twitter port hop and can it evade traditional network firewalls?
[…] limit, forcing me to get my ideas across in real-time in a clear yet concise manner. (Click here for a great article that demystifies […]
Jesus Christ.
“The other day, I posted my first tweet with a swearword in it. It was a surprisingly emotional moment. I had to consider why I was swearing, and what it would do to my social graph, and whether I cared. In the end, I decided I didn’t care — the people who know me can follow, and the rest of them, well, they can leave.”
The justification for this service is that it allows you to view and manage an artificial social graph centered on your existence? Did padding your Facebook friends list become too tedious?
If you really don’t care what people think about you, why are you writing about how this service for preening and managing your own self-image is so great that it deserves to be elevated to the status of protocol?
“This notion of whether you care if you’re followed is an elephant in the Twitter room. People want to seem smart. They want the affirmation of retweeting. They want to be noticed.”
Is that what we need, a hub where insecure posers can jostle for attention and posture for each other?
I don’t want to attack you. But I think you need to hear frankly that none of what you write here is compelling to anyone not motivated to participate in online popularity contests.
In personal interactions, affirmation and validation seeking behaviors are habits of insecure personalities, exhibited by people who we conventionally regards as needing to develop their own self-confidence before they can function socially. Would you hang out with someone in person whose MO in navigating social circles is to find affirmation and validation?
“…I want to get together with others and bitch about them to feel reaffirmed. But if I love a company, I want to personally connect with them in the hopes of their affirmation and acknowledgement.”
Your writeup of Twitter here emphasizes as a benefit the fact that it plays to and encourages people to be affirmation seekers and toadies. I would argue that most people not only recognize this fact but also reject it as an undesirable feature.