The Latest from Church of the Customer Blog

Posted: 19 Dec 2008 07:40 PM CST

Oh, Twitter. Your simple question of "What are you doing" tempts so many of us to share, in 140 characters or less, our inner monologues.

Who knew inner monologues were so mundane, so un-Shakespearean?

Just as on the world's most popular blogs or other online forums, Twitter is a phenomenon not because people talk about the ham sandwich they're about to eat, but because it's easy to share interesting stuff with people, then talk about it in short bursts of conversation.

Unless you're Madonna, Oprah* or Heather Armstrong, interesting sprouts from being other-centered vs. self-centered. Other-centered is pointing to someone else's blog post, research, program, manifesto, speech, data, announcement, eclectic brand, product release, or predicament. Other-centered contributes mightily to your social captial account, building your reputation as a trustworthy source of information and interestingness.

Which isn't to say that some details of your non-Oprah life, company or product aren't interesting but the question is: when do all those self-centered Tweets and blog posts socially become self-destructive?**

I think the answer lies in the time-honored 80-20 ratio: 80% other-centered postings, 20% self-centered ones.

Just remember that every item in that 20% is a draw on your social capital.

Spend wisely.

* As much as Oprah gets caught up in talking about herself, my sense is she spends 80% of her time being other-centered.

** A blog, newsletter or Twitter account account filled with nothing but sales offers or promotions can work well -- expectations are clear.

*** At the risk of breaking the 80-20 rule, you can follow me on Twitter here (@benmcconnell)

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