Wednesday, May 6, 2009

Finding the Needle "The real cool thing about Twitter"

Finding the Needle “The really cool thing about Twitter”

The other day I was talking to a friend who like many people is actually signed up on Twitter but still really doesn’t know what it does or how to Twork it.
(Sorry had to do that).
Instantly I found myself trying to give him a better understanding of Twitter’s power and in my mind, it’s revolutionary capabilities. To get to the chase, he said “man I’m not even sure what to do with it or how it really works.”
That’s when it came to me and I said without thinking.
“Man the thing about Twitter is, it gives you the power to find that
Needle in the Haystack.” I then went on to talk about something I knew he would understand.
Being the Prince fan (that I knew he was), I conjured up one of his old and obscure songs—me being a Prince head myself, I knew a great song.
I said “man with Twitter you can find the Prince Symbol album “Morning Papers” lyric lovers” out there and speak to them all at one time.

Now for you people who might not be Prince fans lets put it like this.
Think of your favorite band, any band. Now think of your favorite non-mainstream song of that band. The one that spoke the most to you- that you played over and over again but never really understood why they didn’t play that one on the radio. Then think of the lyrics to this particular song and how great they were to you- even though your best friend john never really understood why you liked this song so much. Even though you played it over and over again- trying to make it grow on him. Now think about how cool it would be to communicate with say 5000 people – who loved that same song as much as you did.
That’s the power of Twitter. The ability to find the needle in the haystack and communicate with them in a forum you yourself, can moderate- or not.
Sure, there are other benefits of Twitter like some of the ones mentioned by Mullen’s Edward Boches in his article “What Can Twitter Do For You?”
Boches is right about instant access to thought leaders, experiencing crowd sourcing, connecting with Millennials and even the ability to experience becoming an authority. He’s right about all of that. But the simple point that I think people are missing is that on top of all that -- no one has to be a weirdo anymore, if they don’t want to. That is, I can go out there and find another guy or girl who loved Ross King’s book “MICHELANGELO and the POPE’S CEILING as much as me. In fact, I might even be able to find 500 such people if I know exactly which part of the haystack to probe and that my friends, is some cool stuff.

The one other point that I think Boches touches on when he speaks of becoming an authority is the ability to grow a personal brand based on this exact Haystack phenomenon. That means when you find those other needles who share your affinities you have an organic and innate audience of which to share your opinions and spread your loves. In these days that’s not to be underestimated.

So next time you hear someone speaking of Twitter as an annoying little web fad where all people talk about is what they just ate for dinner or the geraniums they saw on their walk to lunch, stop them and talk about how some guy on the web said it was a revolution in motion and how unlike some other social media outlets you didn’t have to be someone’s friend to have direct contact or get information. Tell them about how you’ve heard people are using this thing as one of the most powerful tools and robust communication platforms since the cell phone itself.
Tell them how one man, (Ashton Kutcher) has the ability to say anything he wants, to over 1-million people at once. Tell them how a passionate ACD (Copywriter) from a cool agency in Austin was able to tell millions of people what the really cool thing about Twitter is. And see how they look at you. While you do that I’m going to see if I can find a few more people who are as enthusiastic about MIYAMOTO MUSASHI as I am.

You can reach me @Milesigo on or

Dominick Walker is an Associate Creative Director/Copywriter at GSD&M Advertising where he specializes in interactive brand work for many of the agencies clients.


  1. I found this "needle" this morning. I think your observations about Twitter are right on. It's a most difficult concept to develop an elevator pitch for

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  3. Great post! Thanks for the insight. :-)
    I'm a relatively new Tweetbot and at first I thought it was pretty retarded [just being honest]...but I knew there was a reason why so many bazillions of people were doing I really tried to make it work. (...I'm totally addicted now!)

    And here I am, commenting on your blog...which I was introduced to via Twitter.

    Jolly good my friend. Jolly good!

    ♥ + ☼


    My Tasty TweetsP.S. Please add a "follow me" box on your blogspot...just in case your updates get lost in my tweetroll! It's really cool to see how many people begin following your blog. I find it very rewarding when I gain a new reader that way ;o)
    I think you would get a kick out of it too!

  4. Wow. Thanks for turning me onto this article, Dominick. Your analysis is refreshing and you found a real gold nugget with the "needle in haystack" theory of Twitter's value.

    Also, thanks for throwing out a new great idea for finding new people to meet. I honestly hadn't thought of looking for people who share my obscure interests. This is exciting. Thanks again.