A recent post by my pal, Sherry Heyl, The Future of the Web (is not Twitter!), got me thinking once again about relevance. Sherry aptly pointed out that the tools of communication are always evolving, but the pace of evolution (and revolution) of those tools continues to increase.
The Internet isn’t a single form of communication, it is a breeding ground for millions of experiments in ways for people to reach each other, singly and en masse. If a new tool is lucky and skillfully promoted it may gain attention and grow audience, but unfortunately relevance does not always scale with the numbers. Something that starts out relevant can lose focus or become dissipated by the noise of an ever-increasing user base. Success seems to necessitate an aftermarket of filters and management tools for any social media experiment to retain relevance for its users.
Part of the challenge is that relevance isn’t a one size fits all proposition. I may find discussions of Drupal theming to be quite relevant to me, a Drupal user, but your mileage may vary. I’m also going to seek out information on cutting-edge marketing – left to external filters, the marketing and the Drupal are not likely to get lumped together, but for me the combination is highly relevant.
Wikipedia seems to do a good job of maintaining relevance by embracing irrelevance, or rather by embracing the notion of asymmetric relevance. Those that really care about a subject have an opportunity to get highly involved in the discourse, while others are free to get engaged in completely other topics. But don’t mix ’em! If you try bringing something irrelevant or off-topic to any given Wikipedia article it will be made abundantly clear that only relevance is welcome here. This is why you can find great articles on particle physics and equally great articles on B movies.
Unfortunately Twitter doesn’t seem to be doing as good a job of cultivating relevance. Today I received a follow from a Twitter user and did my usual investigation – I looked at the user’s profile and observed that this user had 1000 or so followers and about 1300 they were following. These weren’t unusual numbers by any means, but what I found odd was that the number of messages this Twitter user had actually produced to date was two. That’s it, two messages: The first a mention that the user had just added a background to the profile, and the second being a link to the user’s website – an unveiled come-on promoting an ebook. It seems highly unlikely to me that upwards of 1000 people, based on these two simple messages have really found the relevance emanating from this user to be sufficient to warrant subscribing to the Twitter account. I suspect, however, that a 1000+ people have auto-following setup via a 3rd party tool and probably have no idea that they’ve volunteered to receive the messages from this user, or many of the others that are now dissipating the relevance of their Twitter streams.
Many are choosing to ignore relevance in the hopes of rapidly growing their audience, but an audience that is built on irrelevance isn’t an audience that’s listening. It is an audience that is ignoring, or at best, filtering.
How are you managing the balance of irrelevance and relevance in your use of social media? How do you keep open to things that you don’t yet know will be relevant to you, when you’re trying to filter a sea of questionable information?
Right Brain resurgent
So where are the posts, David? Yes friends, I’ve been a little delinquent in my writing, but inspired today by a post written by the awesome Fabeku, I decided to just show up.
Now I don’t want you to think I’ve been idle in my absence. I’ve actually been putting out a fair amount of content, but it has been of a more whimsical and decidedly visual bent. I’ve been a doodling fiend. If you’re interested you can check out the magic marker output (along with the occasional picture shot on the go from my phone) by visiting my posterous at http://davidscohen.posterous.com.
I’ve been enjoying this resurgence of my creativity, and frankly a little nervous about ramping up the degree to which I show the world my soft and silly side, but the fact is I preach authenticity in branding, and by gum I mean to practice it as well. (and how often do you get to say “by gum”?) I expect that the current flood of doodle inspiration will abate a bit over time, but it has been bottled up for a while and it feels good to let the drawings flow and not get too judgmental about them. I’ve picked some fairly humble materials to work with too: basically I’ve been drawing on 4″ x 6″ blank index cards and mostly using Sharpies, pens and highlighters. Sometimes I’ll use nicer art markers too – the highlighter palette is a bit limited. I keep it all on the desk so I can take my doodle breaks, scan them and tweet them to the world. So far, the world hasn’t complained, and I’m grateful for that.
I’m also cooking up a new website for Equation Arts. It’s not quite done yet, but I think it will be a better expression of who I am. Here’s a hint of things to come:
There will also be a lot of the color orange ( I love orange), and some crossover doodles will make their appearance there as well.
I hope that people who connect with me know that I’m a big believer that we all have something special to offer the world and each other, but sometimes we find ourselves framed in the wrong context – that “something special” ends up hidden, muffled, suppressed – unable to shine. So the new website is for me a shift in context toward something more authentic. I hope you’ll stick with me through the transition. Thanks! And remember…