Why Twitter Will Endure
By DAVID CARR
I can remember when I first thought seriously about Twitter. Last March, I was at the SXSW conference, a conclave in Austin, Tex., where technology, media and music are mashed up and re-imagined, and, not so coincidentally, where Twitter first rolled out in 2007. As someone who was oversubscribed on Facebook, overwhelmed by the computer-generated RSS feeds of news that came flying at me, and swamped by incoming e-mail messages, the last thing I wanted was one more Web-borne intrusion into my life.
And then there was the name. Twitter.
In the pantheon of digital nomenclature — brands within a sector of the economy that grew so fast that all the sensible names were quickly taken — it would be hard to come up with a noun more trite than Twitter. It impugns itself, promising something slight and inconsequential, yet another way to make hours disappear and have nothing to show for it. And just in case the noun is not sufficiently indicting, the verb, “to tweet” is even more embarrassing.
Beyond the dippy lingo, the idea that something intelligent, something worthy of mindshare, might occur in the space of 140 characters — Twitter’s parameters were set by what would fit in a text message on a phone — seems unlikely.
But it was clear that at the conference, the primary news platform was Twitter, with real-time annotation of the panels on stage and critical updates about what was happening elsewhere at a very hectic convention. At 52, I succumbed, partly out of professional necessity.
And now, nearly a year later, has Twitter turned my brain to mush? No, I’m in narrative on more things in a given moment than I ever thought possible, and instead of spending a half-hour surfing in search of illumination, I get a sense of the day’s news and how people are reacting to it in the time that it takes to wait for coffee at Starbucks. Yes, I worry about my ability to think long thoughts — where was I, anyway? — but the tradeoff has been worth it.
Some time soon, the company won’t say when, the 100-millionth person will have signed on to Twitter to follow and be followed by friends and strangers. That may sound like a MySpace waiting to happen — remember MySpace? — but I’m convinced Twitter is here to stay.
And I’m not alone.
“The history of the Internet suggests that there have been cool Web sites that go in and out of fashion and then there have been open standards that become plumbing,” said Steven Johnson, the author and technology observer who wrote a seminal piece about Twitter for Time last June. “Twitter is looking more and more like plumbing, and plumbing is eternal.”
Really? What could anyone possibly find useful in this cacophony of short-burst communication?
Well, that depends on whom you ask, but more importantly whom you follow. On Twitter, anyone may follow anyone, but there is very little expectation of reciprocity. By carefully curating the people you follow, Twitter becomes an always-on data stream from really bright people in their respective fields, whose tweets are often full of links to incredibly vital, timely information.
The most frequent objection to Twitter is a predictable one: “I don’t need to know someone is eating a donut right now.” But if that someone is a serious user of Twitter, she or he might actually be eating the curmudgeon’s lunch, racing ahead with a clear, up-to-the-second picture of an increasingly connected, busy world. The service has obvious utility for a journalist, but no matter what business you are in, imagine knowing what the thought leaders in your industry were reading and considering. And beyond following specific individuals, Twitter hash tags allow you to go deep into interests and obsession: #rollerderby, #physics, #puppets and #Avatar, to name just a few of many thousands.
The act of publishing on Twitter is so friction-free — a few keystrokes and hit send — that you can forget that others are out there listening. I was on a Virgin America cross-country flight, and used its wireless connection to tweet about the fact that the guy next to me seemed to be the leader of a cult involving Axe body spray. A half-hour later, a steward approached me and said he wondered if I would be more comfortable with a seat in the bulkhead. (He turned out to be a great guy, but I was doing a story involving another part of the company, so I had to decline the offer. @VirginAmerica, its corporate Twitter account, sent me a message afterward saying perhaps it should develop a screening process for Axe. It was creepy and comforting all at once.)
Like many newbies on Twitter, I vastly overestimated the importance of broadcasting on Twitter and after a while, I realized that I was not Moses and neither Twitter nor its users were wondering what I thought. Nearly a year in, I’ve come to understand that the real value of the service is listening to a wired collective voice.
Not that long ago, I was at a conference at Yale and looked at the sea of open laptops in the seats in front of me. So why wasn’t my laptop open? Because I follow people on Twitter who serve as my Web-crawling proxies, each of them tweeting links that I could examine and read on a Blackberry. Regardless of where I am, I surf far less than I used to.
At first, Twitter can be overwhelming, but think of it as a river of data rushing past that I dip a cup into every once in a while. Much of what I need to know is in that cup: if it looks like Apple is going to demo its new tablet, or Amazon sold more Kindles than actual books at Christmas, or the final vote in the Senate gets locked in on health care, I almost always learn about it first on Twitter.
The expressive limits of a kind of narrative developed from text messages, with less space to digress or explain than this sentence, has significant upsides. The best people on Twitter communicate with economy and precision, with each element — links, hash tags and comments — freighted with meaning. Professional acquaintances whom I find insufferable on every other platform suddenly become interesting within the confines of Twitter.
Twitter is incredibly customizable, with little of the social expectations that go with Facebook. Depending on whom you follow, Twitter can reveal a nation riveted by the last episode of “Jersey Shore” or a short-form conclave of brilliance. There is plenty of nonsense — #Tiger had quite a run — but there are rich threads on the day’s news and bravura solo performances from learned autodidacts. And the ethos of Twitter, which is based on self-defining groups, is far more well-mannered than many parts of the Web — more Toastmasters than mosh pit. On Twitter, you are your avatar and your avatar is you, so best not to act like a lout and when people want to flame you for something you said, they are responding to their own followers, not yours, so trolls quickly lose interest.
“Anything that is useful to both dissidents in Iran and Martha Stewart has a lot going for it; Twitter has more raw capability for users than anything since e-mail,” said Clay Shirky, who wrote “Here Comes Everybody,” a book about social media. “It will be hard to wait out Twitter because it is lightweight, endlessly useful and gets better as more people use it. Brands are using it, institutions are using it, and it is becoming a place where a lot of important conversations are being held.
Twitter helps define what is important by what Mr. Shirky has called “algorithmic authority,” meaning that if all kinds of people are pointing at the same thing at the same instant, it must be a pretty big deal.
Beyond the throbbing networked intelligence, there is the possibility of practical magic. Twitter can tell you what kind of netbook you should buy for your wife for Christmas — thanks Twitter! — or call you out when you complain about the long lines it took to buy it, as a tweeter on behalf of the electronics store B & H did when I shared the experience on my Blackberry while in line. I have found transcendent tacos at a car wash in San Antonio, rediscovered a brand of reporter’s notepad I adore, uncovered sources for stories, all just by typing a query into Twitter.
All those riches do not come at zero cost: If you think e-mail and surfing can make time disappear, wait until you get ahold of Twitter, or more likely, it gets ahold of you. There is always something more interesting on Twitter than whatever you happen to be working on.
But in the right circumstance, Twitter can flex some big muscles. Think of last weekend, a heavy travel period marked by a terrorist incident on Friday. As news outlets were scrambling to understand the implications for travelers on Saturday morning, Twitter began lighting up with reports of new security initiatives, including one from @CharleneLi, a consultant who tweeted from the Montreal airport at about 7:30 a.m.: “New security rules for int’l flights into US. 1 bag, no electronics the ENTIRE flight, no getting up last hour of flight.”
It was far from the whole story and getting ahead of the news by some hours would seem like no big deal, but imagine you or someone you loved was flying later that same day: Twitter might seem very useful.
Twitter’s growing informational hegemony is not assured. There have been serious outages in recent weeks, leading many business and government users to wonder about the stability of the platform. And this being the Web, many smart folks are plotting ways to turn Twitter into so much pixilated mist. But I don’t think so. I can go anywhere I want on the Web, but there is no guarantee that my Twitter gang will come with me. I may have quite a few followers, but that doesn’t make me Moses.