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Twitter is like Coke Zero

I’m finding that a lot of new products and technologies seem to follow the same pattern:

  1. They first come out, and some leading edge businesses take advantage.
  2. After a while, most businesses are using it though many still lag behind.
  3. Finally, you’re way behind if you’re not using it.

For example, consider websites for small businesses, churches, schools, etc.  In the late 90’s, you were quite the innovative company if you had a website.  By the early 2000’s, most had them.  Now you’re quite a rare exception if you don’t.

Coke Zero

To look at products, Coke Zero seems to have arrived at step 2.  It came out in 2004 and it’s been a welcome (though rare) sight to see in restaurants.  If I was eating somewhere that carried it, I considered it a big plus for that business.

Now it’s shifted a bit.  While I don’t expect every restaurant to carry it yet, I’m a bit disappointed when they don’t.  Enough places have it that I expect your restaurant should have it.

What does this have to do with Twitter?

I think Twitter has reached step 2 with businesses as well.  A few years ago, I thought it was neat when I could connect with businesses that way.  Now I’m disappointed when I can’t.  I don’t often try to connect with individual businesses on there, but I always hope they’re listening when I’m ready to talk.

Some other examples

In September, 2006, Facebook opened it up so that anyone could join. By 2008, most people were on there.  Now it’s quite rare to look for someone on Facebook and not be able to find them.

By contrast, MySpace certainly reached step 2, but has since dropped back down to step 1.

What do you think?

Will Twitter ever reach “step 3”?  Is it destined to remain a semi-popular but never ubiquitous product?  Or will it slowly fade into oblivion, much like MySpace has?

About the Author

Mickey Mellen

Co-Founder and Technical Director

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