Robert Clay (@marketingwizdom)
11/06/2012 09:58
Very good piece from @guardian: 15 reasons why #Twitter matters for media organisations bit.ly/j0zx3L

Alan Rusbridger: Why Twitter matters for media organisations

In an extract from his Andrew Olle lecture, the Guardian editor-in-chief sets out 15 things Twitter does effectively

Read Alan Rusbridger’s lecture in full

1) It’s an amazing form of distribution

It’s a highly effective way of spreading ideas, information and content. Don’t be distracted by the 140-character limit. A lot of the best tweets are links. It’s instantaneous. Its reach can be immensely far and wide.

Why does this matter? Because we do distribution too. We’re now competing with a medium that can do many things incomparably faster than we can. It’s back to the battle between scribes and movable type. That matters in journalistic terms. And, if you’re trying to charge for content, it matters in business terms. The life expectancy of much exclusive information can now be measured in minutes, if not in seconds. That has profound implications for our economic model, never mind the journalism.

2) It’s where things happen first

Not all things. News organisations still break lots of news. But, increasingly, news happens first on Twitter. If you’re a regular Twitter user, even if you’re in the news business and have access to wires, the chances are that you’ll check out many rumours of breaking news on Twitter first. There are millions of human monitors out there who will pick up on the smallest things and who have the same instincts as the agencies — to be the first with the news. As more people join, the better it will get.

3) As a search engine, it rivals Google

Many people still don’t quite understand that Twitter is, in some respects, better than Google in finding stuff out. Google is limited to using algorithms to ferret out information in the unlikeliest hidden corners of the web. Twitter goes one stage further – harnessing the mass capabilities of human intelligence to the power of millions in order to find information that is new, valuable, relevant or entertaining.

More at:  Why Twitter matters for media organisations

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