Monday, May 31, 2010

Television: Part 1 - We’re All Screenagers

Television is the ultimate connector. I’ve been saying this for a long time. The reason TV is so engaging is because it uses sight, sound and motion to deliver the three keys to a person’s heart – mystery, sensuality and intimacy. Every year the last few decades, trend pieces start popping up in magazines predicting “The death of television,” yet here we are, more than 60 years into the TV era and it’s stronger than ever.

That resilience is exactly the focus of the special report The Economist ran on the state of TV earlier this month. In 16 pages and about six different articles they manage to point out the power TV still holds over the world (over 4 hours a day on average, everywhere), where the medium is headed (the Internet and yes, 3D); and why television is just about the only medium touched by the web that isn’t falling to pieces.

The answer to that last question is simple – TV has done an amazing job integrating technology as it’s introduced. From the VCR to DVR’s to Internet-ready flat screens and online streaming sites – TV is absorbing new media as it arrives. Instead of waiting for a revolutionary service like iTunes to turn the industry upside down, networks around the globe are voluntarily putting their most popular shows on the web. Can’t watch your favorite program at nine on a Thursday? Don’t worry, there’s always the DVR. Off on a business trip and won’t be home for two weeks? Not a problem, you’re only a laptop and a WiFi connection away from Hulu.

Far from being cannibalized, traditional TV viewing is rising as new screens create a simultaneous dance of screen usage. Americans use TV and Internet together 35% more than a year ago. It's becoming more important, not less important - because TV is an idea, not a box.

I’ve clipped and quoted from three of the more interesting sections of The Economist story below.

On how much TV we watch:

In 2009, young Americans (8-18) were spending more than seven and a half hours with media each day . . . into that space [when multi-tasking is taken into account] they packed in an astonishing 10 hours and 45 minutes of consumption. Among other things, they were watching more television.

The average YouTube user spends 15 minutes a day on the website, compared with the five hours that the average television viewer spends in front of the box.

On the Golden Age of TV:

It can be argued that Hollywood makes less impressive films these days than it did in the 70’s (or the 30’s), but that is not true of television. Modern TV shows . . . are so superior to that went before – so much better written, better acted and better shot – that they almost seem to belong to a different medium.

(For anyone in doubt on this, last night was the curtain – for the meantime – on one of the decade’s great TV series, 24. Didn’t you just want to reach into the screen and touch Jack to calm his soul?)

On Football of the Future (in 3D!):

The thing that will really drive people to buy 3-D sets is sport . . . watching football in three dimensions is a revelation. A crush of players jostling for position as a ball sails through the air suddenly becomes intelligible.

Those who have experimented with filming sport in 3D say the effect is so compelling that they need fewer cameras (which are placed lower down, near the touchline) and many fewer cuts.

Thursday, May 27, 2010

iPad - Fad or Future

How do you post your highest ever non-holiday quarterly result, with revenues up by half and profits up by 90 percent in tough times? Answer: By being Apple, who today surpassed Microsoft as the world’s leading technology company (measured by market cap).

The company’s second quarter result was staggering. Mac sales were up a third. iPhone unit growth was over 130%. iPod sales were stable. What can you say except what everyone already knows? Apple has love in the bank.

How does a single-tasking no-flash game safari crack (or get close to cracking) the tablet PC? Same answer: You’re Apple. No one pipes delivery or pumps immersion like Apple. iPad nothing new? Not relevant, it’s irresistible.

Steve Jobs keeps giving us what we don’t know we want. As an innovative take on the personal computer, the iPad is brilliant. It’s smooth, beautiful, functional, intimate and inviting. The interface is slick and intuitive, and I’m a fan of different types of touch (touch-and-hold does cool new things on iPad) to interact with content.

Is the iPad a Fad or is it a Lovemark? I’m in love. Some reviews are using words like ‘visceral’ and ‘sensual’. Others say it’s just a big iPhone, and not revolutionary. The people will decide, and revolution is in the air.

Wednesday, May 26, 2010

Emotional Transactions

There is no sector of the Participation Economy – and no corner of the world – that is untouched by the startling power of the 21st century consumer. This radical shift in the business power dynamic is unmissable as well as unstoppable.

GlobalGiving is a wonderful and inspiring new model of philanthropy, and also a useful way of understanding these profound and exciting changes.

The founders of Washington DC-based GlobalGiving, Dennis Whittle and Mari Kuraishi, used to work for the World Bank, which funds development projects aimed at reducing hunger, poverty and disease. They joined the Bank determined to make the world a better place. But they learned over time that, although the World Bank does a lot of good, it is highly centralized and bureaucratic – and this meant that too many opportunities passed it by. Dennis Whittle describes an encounter with a bank executive who was in tears of frustration that even his ideas were not getting a hearing. Dennis and Mari asked themselves, "Imagine, if it was so hard for a World Bank economist to have his ideas heard, what does this say about people outside the Bank, including in the developing world?"

That's where GlobalGiving was born: an online marketplace for philanthropy that allows development projects to compete for the support of an army of potential donors. By project type and region, people can target their donation with precision and confidence. It removes the awkward but inevitable question that flashes through every donor's mind: "is this really going to where it is needed?"

Since 2002, GlobalGiving has inspired over 100,000 donors to contribute to 2,600 projects: bicycles for schoolgirls in India, literacy projects in Guatemala, relief for Haiti … the list is impressive and daunting. Whereas the World Bank adheres to the institutional view that information and choice is best kept in the boardroom, GlobalGiving leaves the front door wide-open. To allay fears about corruption and out-of-control administrative costs, they let competition and transparency work their magic – and they back it with a consumer guarantee. They understand the power of stories and personal connections. Above all, they get that the act of giving is far more an emotional transaction than a financial one.

Tuesday, May 25, 2010

Content Reloaded

Perhaps it’s spending so much time reporting bad news, but some journalists are prone to doom and gloom when it comes to their own profession. Yes, there are some scary facts and figures out there: the number of newsroom staff has declined by as much as a quarter since 2000, a few newspapers are closing down, fewer people than ever tune in to network news.

But to use a reporter's lingo, these pessimists are burying the lead. The real story is not format, but content – and, by that measure, journalism is either in the midst of a heyday or on the verge of one.

Take the case of investigative journalism. Theodore Roosevelt coined the phrase "muckraking" to describe journalism that exposed corruption and skullduggery in the early 20th century. The term "muckraker" stuck, not least because the hard-charging reporters themselves embraced it. It was a suitably gritty and unsentimental reflection of their craft. During the Industrial Revolution, much muck was raked, especially the kind involving politicians, wealthy businessmen and money: a familiar narrative. By World War I, however, investigative reporting is widely regarded to have tapered off. It re-emerged as a powerful social and political force in the 1960s and 1970s with stories like Seymour Hersch's My Lai massacre expose and the unmaking of Richard Nixon at the hands of the Washington Post. Some experts credit part of the exposé explosion of the late 20th century to technology – but not computers or the Internet as much as photo-copiers and fax machines.

Technology continues to expand the reach and deepen the impact of whistle blowing across the world. The Internet has the dual effect of providing almost limitless scope to investigate along with boundless capacity to promulgate. Not surprisingly, it attracts conspiracy theorists galore: check out and Daniel Ellsberg, the man who famously leaked the Pentagon Papers to the New York Times 40 years ago, has no doubt about his preferred leaking method today, telling the same paper: “I would have gotten a scanner and put them on the Internet." And Propublica, a non-profit online investigative newsroom, just shared a Pulitzer Prize for its exposé of a hospital scandal in New Orleans after Hurricane Katrina. It shared the prize with none other than the New York Times, a fusion of print and digital that offers yet more cause for optimism.

Freedom of speech meets freedom of the press in the digital world and the lines get blurred. For every crazy conspiracy, there is a site debunking it; for every wild opinion, there is a wildly agreeable one. There is scandal as well as substance.

However we look at it, there is no shortage of compelling content all around us. As long as we are drawn to stories of intrigue, scandal, malfeasance and corruption, there will be a welcome place at the table for those who uncover them – not to mention tell them to us in as much detail as we can stand.

Monday, May 24, 2010

Animals Can't Drive Utes

I get a lot of interesting things sent to me about Lovemarks, and here is one out of left field. A Masters student in Australia, Bibi Deena Syed sent me over a hardbound thesis ... that’s a psychoanalytic study of Lovemarks. Crazy? Psychoanalyzing love? I’ve traveled the world sharing and discussing Lovemarks with thousands of people, and every time I think there’s no other way of looking at it, someone comes along with a fresh and insightful take.

The researcher breaks down people’s motivations into the “TUM” theory, concluding that we’re all motivated by –

Them Drives: created by the cultural and social things around us (connected with commodities)
Us Drives: based on our desire for belongingness, company and affection (connected with brands)
Me Drives: our desire for self satisfaction and self fulfillment. (connected with Lovemarks)

The study found that the key difference between a commodity, a brand and a Lovemark is that consumers are into the first two mostly because of outside factors, while Lovemarks “make consumers feel good about themselves.”

I really liked the researcher’s focus – the iconic Australian Ute. Much loved down under, the Ute is an interesting Lovemark. The researcher interviewed 12 different Ute drivers about why they liked them so much, then searched the responses for answers pointing to things like sexiness, love, power, body appeal and identification. Here are some juicy highlights from the wild world of Lovemarks:

Q: “My Ute is like a ... (use a metaphor)?”
A: “Cocoon of sense in a sea of useless drivers.”
A: “Secret lover – Powerful.”
A: “Goddess of love with wheels on.”
A: “My right arm and my mate.”

Q: “How did you become passionate about Utes?”
A: “I do not believe I am passionate about Utes, but if somebody bonks into my Ute in the car park, I am prepared to kill.”

Q: “Can you recall your first contact with a Ute or that first moment that you realized that the Ute was your ultimate car?”
A: “Not really. I just always loved them. Always saw myself driving one of them. It fits me.”
Q: “Which of the following animals would you like to be? Dog, Shark, Lion, Snake, Mouse, or Other?”
A: “Me, because animals can’t drive Utes.”

Thursday, May 20, 2010

Faking It Won't Make It

"The hardest thing in the world to fake," the old saying goes, "is sincerity". Like all successful and durable one-liners, this pokes at a truth: ultimately, authenticity cannot be mimicked. It's an observation that resonates increasingly.

In marketing and beyond, authenticity can be treated as something of a buzz word and is often cast as a trend ('2010 is the year of authenticity'). This misses the central role that authentic communication and truthfulness play in our lives, and in the way we interact with each other. Except for a few saints and angels, all of us play a false note some time, and register from others how much it devalues us. Being true is what matters most, what rewards most.

There are ethical reasons for pursuing authentic relationships with people in your private and professional life, and also compelling practical reasons.

We live in a world where, ever more, voices clamor for the fractured attention of a less and less receptive audience. By necessity, people are more decisive in selecting the people and organizations they engage with. We rely on a well-tuned antenna for fakery, an intuitive and often unconscious gut-check to navigate the smog of unending data. We weed out more than just big-talking sales archetypes; rather, we filter voices of all volumes and persuasions, alert for signals of emotional truth relevant to our lives, as well as timely and resonant.

The impact of inauthentic behavior on how we act and interact is revealed by a new study published in the journal of the Association for Psychological Science. Researchers from Harvard Business School, Duke University and the University of North Carolina showed that, when two groups are allocated branded sunglasses - and one is told they have the real thing, and the other that they are fake - the counterfeit group is shown to later cheat on tests, as well as harbor negative thoughts about themselves and others. The study showed that the ’counterfeit’ group was oblivious to this negative behavior, leading the authors to call their study, "The Counterfeit Self: The Deceptive Costs of Faking It".

If something as trivial as a pair of fake sunglasses can play such havoc with our behavior, then the psychological power of authenticity can't be ignored. In an age where there are enough facts to go around to fit any argument, and where proof for any proposition is a mouse-click away, only authentic stories grounded in truth will go the distance (I'm not a fan of Nike's redemption spot using Tiger's father's words for this very reason).

Wednesday, May 19, 2010

Andy Murray on Values, Authenticity and Leadership

Andy Murray has been on my executive team since 2004. He is Global CEO of Saatchi & Saatchi X, our pioneering shopper marketing agency. And he's not Scottish. Nor does he play tennis. Saatchi X has grown to be a world leader in this hot segment, with 600+ employees across 24 global offices serving top retail and manufacturing brands.

Andy’s home patch is North West Arkansas – as a P&G’er he was on the Wal-Mart team – and there he devotes time to bringing business and academia close together. He’s active at the Center for Retailing Excellence at the Sam Walton Business School at the University of Arkansas, and is a Fellow and frequent Exec in Residence at John Brown University's Soderquist Leadership and Ethics Center.

The Soderquist Center has recently released a series of video interviews with Andy about things that matter. The interviews are 2-3 minutes, the topics are below.

Tuesday, May 18, 2010

It Must Be New Zealand

Photos of New Zealand by Brian Sweeney. Clockwise: Lake Wairarapa; Dunstan Range, Central Otago; Wakatipu Basin, Queenstown; Raumati South, Kapiti Coast

My good mate Brian Sweeney has been sending me great photographs of New Zealand that he has taken on his travels for a decade or so. He has a beautiful eye for hitting exactly the right note and always makes me feel homesick for my adopted country. One large photograph of sheep on his farm in Central Otago sits above Stella’s bed in my Grasmere home. It is reminiscent of New Zealand in every detail.

A friend of mine at Telecom sent me a new book of New Zealand photographs by Fay Looney, It Must be New Zealand. It reminds me of Brian’s work. Fay captures the colours of our multi-cultural nation in a way that is truly moving. Her eye sees true cultural colour as if she was seeing the world for the first time. It really is looking at the world through the eyes of a baby. The book’s published by New Holland Publishers NZ Ltd and is available in New Zealand, Australia, the UK and South Africa. If you feel like a drop of home or a touch of New Zealand adventure, then buy this book.

Monday, May 17, 2010

Nothing Beats Book Stores

I have been an e-book fan for quite a while and have just upgraded from the Kindle to the iPad. 6% of the market is now in e-books and I expect Apple’s invention to perhaps double this.

Nonetheless, nothing beats a quiet Sunday afternoon in the traditional book store. Last week I was in London and whiled away a couple of hours at two of my favorites – Daunts and Hatchards. Daunts is the best travel bookshop on earth. It has two whole floors dedicated to stories, guides and myths broken down country by country. It has the most contemporary writings alongside the great classics. It also has an absolutely wonderful creatively curated children’s section where I was able to pick up a couple of personal favorites for Stella.

Daunts is in Marylebone, just a short walk from my all-time favorite on Piccadilly, Hatchards. Five floors of imaginative, beautifully selected, beautifully laid-out books. Including lots of signed versions which I am still a sucker for. Particularly interesting is a temporary promotion on the first floor, where store personnel have selected classic books from every decade and laid them out in the middle of the section. I spent a great half-hour browsing through the classics that molded a lot of my thinking in the ‘60’s, starting of course with Joseph Heller, Catch-22 – my favorite book of all time.

Books have always been my most favorite thing in the world, even ahead of music. And Hatchards and Daunts are classic Lovemark experiences, dripping with mystery, sensuality and intimacy.

The iPad does a great job in bringing to life these three things in the actual delivery of the book, but nothing compares to that sensation of physical discovery when you are actually in a book store that is run by people who love books (and the people who buy them).

Thursday, May 13, 2010

Rock Control

I recently got an email from Tom Middleton, a fellow Lancastrian on a mission. He’s auditioning for a television show in England called Rock Control, and he’s using social media as a means of making the cut. I get loads of emails every day from people pitching ideas, but there were a few things that struck me about both Tom and the show he’s trying to inspire his way onto.

I’ve talked a lot about the Participation Economy, and Rock Control is putting that concept to work. Part talent contest (think American Idol or in the UK – Britain’s Got Talent) and part reality show (a la Making the Band), Rock Control has the potential to be one of the most interactive television experiences we’ve seen yet. On their website, the producers state that: “Harnessing the power of modern media, Rock Control gives the global public total control of every single aspect of the band – from picking the members, to shaping their image and sound.”

Ever played Rock Band? Well, this is it. The real thing. Except instead of controlling animated characters with a plastic guitar, the public will actually play an active role in building a real band from the ground up. Who’s in the band, what they sound like, what they wear. Let’s see if the result will be the “global domination” that the producers are looking for.

As for Tom, he’s taking an equally interactive approach to getting himself on the show. He’s started a Facebook group to organize voters. He’s got a YouTube page showing off his guitar skills. He’s tweeting. He’s even emailing former local boys who might have connections (that’s me) to try to make his dreams a reality. He’s auditioning for the show on June 1, and you can check out his Facebook page to find out how to vote for him getting on the show. Good luck Tom. 

Wednesday, May 12, 2010

Head Over Heels For Tumblr

John Mayer says he has left Twitter for Tumblr, and in the process has ignited a mini-firestorm over which site is the future of free expression. I hardly see the need to take sides. It’s classic And/And (further borne out by both T & T having common investors such as Spark Capital and Union Square Ventures).

Twitter is haiku (105 million users doing 140 characters); it’s a brilliant shortform broadcast/distribution tool. Tumblr lets you stretch your legs. Tumblelogs are “a simple new way to share anything you find, love, hate, or create.”

Tumblr is planning to turn its popularity into the folding stuff. The web has come into its own with the rise of social networking (Facebook got to be cashflow positive at 300 million signups). Making and engaging with user-created content has never been easier. But where the guys with critical mass have struggled is in how to monetize their momentum without killing their user experience – something conventional push-based advertising models have made difficult.

Tumblr seems to have caught the spirit of the revolution. Their PR says “the result is often a stream of consciousness of the author. It is one of the easiest and most-elegant ways to create personal expression online.” Their revenue-making model is said to be about participation. Instead of cluttering their famously clean interface with ads they’re planning to sell users customized themes, or stickers that fans can plug on a Tumblr microblog.

I shake my head and say “Good luck” – but with 4.5 million users, and a seriously big billion pageviews per month, they’re onto something... I'm not sure exactly what yet.

Tuesday, May 11, 2010

A Long Time At The Top

New ratings from, a website that takes employees’ temperature on how they rate their bosses, shows that the most popular CEOs have something in common: They’ve been around for a long time.

A long time Saatchi & Saatchi client and supporter General Mills CEO Ken Powell topped the ratings. Ken is a consumer driven innovater, who inspires his leaders to take responsibility and constantly go for sustainable longterm growth. He was followed in the ratings by Stanford University President John Hennessy and Apple’s Steve Jobs. Coming in at number four was Lloyd Blankfein of Goldman Sachs (which goes to show that you can still win your people over when facing pressure from the outside world – in fact I suspect that pressure helped to galvanise his internal team).

The common denominator for all of the top rated leaders was that they’d been in their jobs for at least 10 years. Half had been with their companies for 30 years. Ken Powell, for example, joined General Mills in 1979 straight out of Stanford.

In some respects that’s not a surprising finding. You might expect someone who’s been with a business for that long to know it intimately and run it well. A flashy newcomer can easily win hearts and minds before they’ve hit hard times or had to make tough decisions. Cometh the heat, go-eth the fads.

To be named as one of the most liked CEOs in the country by your people after a long time at the helm is quite an accomplishment. I take my hat off to these guys.

Monday, May 10, 2010

Sit. Stand. Go.

Here’s an interesting position from the personal tech pages of the New York Times, opening metaphorically with: “It takes courage to stand up at work.”

This ergonomic take on the merits of sitting or standing at work travels briefly into the creative performance arena which piqued my interest. At work some of us are sitters, some standers, some pacers, (some sleepers) and – for reasons of comfort and concentration – most of us like to mix it up.

The author talks of sitting for a coffee and bite at the desk, standing for the creative intensity of writing an article and sitting down again for web surfing, making phone calls and watching online videos.

It takes me back to the earlies at P&G in the Middle East as a marketing manager. I had a rep. for rarely being behind a desk. I loved being down on the street and out in the souks connecting with the locals. They were the market. For productivity and career it proved the better place to be (and still is).

It’s different strokes for different folks in different arenas, and I’m interested to hear all takes on this positioning. Performance-wise overall I see it as:

Sitting – Start things moving
Standing – Get things done
Moving – Make things happen

Tom Peters got it spot on as long ago as 1982 when he wrote about Management By Walking Around (MBWA). Still the best technique around.

Thursday, May 6, 2010


When I first saw the media promotion behind the (then) upcoming release of the iPad, I thought to myself and in fact publicly stated," what’s the the big deal, it's just a giant iPhone without a phone." I posted on the wonderful video of Steve Jobs saying “amazing, superlative, incredible” 178 times. Then on a recent flight to London (post the “Eyjafjallajokull Effect”) the gentleman next to me let me play with his iPad, and I was instantly converted. I've got the 3G version. And Ro, Ben, Bex, Danis, Nikki and Trudy are all iPadded up. Aside from its unmistakable beauty, the iPad is extremely functional, with fun being the operative word, work becomes play. The iPad is just a giant iPhone without a phone and that's the best part about it, the iPhone is too small to be able to appreciate all that it can offer. On my wish list for next version: listening to Pandora while surfing the web. Let the games begin!

Wednesday, May 5, 2010

Plenty of Room for Singing

Music is instantly connective. The choice of The Feelers’ cover of the Jesus Jones song Right Here, Right Now as an opening marketing anthem for the 2011 Rugby World Cup has come in for a fair bit of flak from passionate New Zealanders hoping for a Kiwi classic.

But I have to say I think the song is right on the money. Sure, it’s not a New Zealand-written song. It’s an international song. It’s by a British band, originally written about events in Eastern Europe, and has since been used for many campaigns in the US. What makes it a song for the Rugby World Cup is that it’s an international tournament. Of course RWC 2011 is about New Zealand as hosts, but it’s also about the whole world playing the great game.

The cover by The Feelers – a truly great New Zealand rock & roll band – gives a Kiwi voice to a song that captures the power of the moment and the surreal experience of seeing history in the making (think Jonah Lomu steamrolling Mike Catt). The chorus says it all:

I was alive and I waited, waited
I was alive and I waited for this
Right here, right now,
There is no other place I want to be
Right here, right now,
Watching the world wake up from history.

That said, I think there’s plenty more room for singing. It’s an area where the football fans have the edge over rugby lovers. Wouldn’t it be great if there was a song on the lips of every All Blacks supporter – touch wood – come the final at Eden Park? There’s nothing that captures the spirit of an electrically-charged finale like tens of thousands of people willing their team to victory with one voice.

So a challenge to the disenchanted: chose another anthem for New Zealand fans – something we can sing to show how much we care and hope.

Tuesday, May 4, 2010

Hudson & Houston

Anyone coming to Saatchi & Saatchi New York’s office by cab will usually say “Hudson and Houston” to the driver. Things are certainly on the boil there.

Firstly, a new blog that’s unlike any blog you’ve seen before, certainly on the top interface level. It’s called (what else!) and it’s surprising, tangential, fun to cruise.

My favorite post so far is a speech given by James Orsini, EVP and Director of Finance, to a disability forum held by the New York Times. In it there is a great reference about actor Christopher Reeve and his book “Nothing Is Impossible”. I was lucky enough to meet Christopher a few times following his accident and he was an amazing inspiration to all of us. A visit to the NY agency resulted in a standing ovation. He was gracious enough to film a video introducing me to the audience when I was honoured to receive NY's Citizen of the Year Award in 2004. James also told a motivating story about Saatchi & Saatchi New York senior copywriter Ken Opalsky, who has a thriving life on wheels. You should see how he gets about in his customised car. Amazing!

Second, check out New York’s first 7X7 presented by Saatchi & Saatchi New York. Great recipe – seven presenters, seven minutes each; a sort of cross between theatersports, a town hall meeting and a 21st century variety show. The line-up for the May 5 event (at Hudson/Houston) is eclectic. Get your head around this:

  • St Joseph’s Elementary School band from the Bronx
  • TED curator Chris Anderson
  • Howard Chua-Eoan, News Editor of TIME
  • Jeff Reichert, director of Gerrymandering
  • Marc Schiller, culture jammer and street artist
  • Liz Arana, head chef of Alexandra in Hudson St
  • Maurice Ashley, International Grandmaster of chess

Monday, May 3, 2010

For The Record

The US Library of Congress recently announced an agreement with Twitter to create a digital archive of the several billion tweets that have been published on the site since it started life in 2006. The thinking is that this will allow future generations to look back and see what mattered to us, much in the same way as we’ve looked back on diaries, letters, journals and photos in the past.

Sounds praiseworthy and engaging (for example the first tweet ever, or President Obama’s tweet after winning the election), except I wonder how much meaning it will capture.

Twitter is the Participation Economy on steroids – it’s viral, instant, reflective and interactive. It involves you in the moment. To see the moment, you have to participate yourself – post your own tweets, respond to your friends’, see what aplusk (Ashton Kutcher – the most followed Tweeter on the planet) is saying.

Trawling through old tweets will be interesting and insightful, but the digital archive will not be alive. Like diaries, journals and old media it’s one-way traffic, with nobody to tweet back to. Creating authentic connections will always involve a conversation.