Saturday, August 04, 2007

Twitter ROA? a continuing inquiry into the value of Social Networking tools

Introductory comment: I find that posting links within my writing interrupts the flow of the post. If readers are interested in the link references they will be footnoted at the end of the post.

I have recently been nagged by my colleagues to sign up for Twitter - a microblogging sensation that is sweeping the social network world. You will see a boring segment of my recent twitters on the sidebar of this blog.

In a conversation with Adam Green of Grazr, I asked the question : "what is the Return on Attention(ROA) on the use of twitter?". He hasn't yet given me a sufficient answer.

This led me to inquire of Jerry Michalski whether Twitter could be filtered and connected to his now famous online Brain. (1). where I found this blog post on Breakthrough by Terry Frazer (2) describing the work of Lisa Haneberg. This 2x2 is Lisa's, and provides a good way to think about ROA.

Here is Lisa's comment on Breakthrough:
"My point it that breakthroughs generally happen in conversation.

To generate breakthroughs, introverts - or extroverts - or anyone needs to be in conversation about their goals and ideas.

Even if we look at science, the individual work we do is important, but it is the sharing and collaboration that usually catalyzes bigger advancements.

I am a proud introvert myself. I have learned that to generate more breakthroughs, I need to engage others in my work, listen more, and share more."

Here is how I position Twitter on Lisa's chart:

I currently position Twitter in the "unfocused" side of the chart. A peak performer ( upper right hand corner of the chart) generates a high ROA from his or her activities in social networking and I have not yet found the ROA in Twitter. It may be a useful "engagement" tool, but for me, I need some way to manage the Twitter flow in order to move it toward the upper right hand corner of the chart where peak performers can integrate into their daily practice. Until that occurs - I won't be happy with Twitter.

(1) Welcome to Sociate - Jerry Michalski's home on the Web .

(2) Breakthroughs Happen in a Social Context:



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