Twitter is Just the Software

The continuing growth of the Twitter phenomenon into the mainstream of American media shows the validity of the combination of the conversation of Web 2.0 with the mobility of Web 3.0.

It's the connection that's important -- Twitter's just the software that makes that happen. The focus on Twitter as a company, as a system, overlooks the two vital components that make it work. Sure, good ole' Biz's site has nice functionality, but it is nowhere without the public's desire to participate in the conversation and become a part of something larger than themselves.

To activate that community requires the content from the subject, and the willingness to cede some of the brand control to the community one seeks to bring closer to the brand.

Part A without part B -- just another echo chamber message board; part B without part A -- whew, I've seen some ba-a-a-a-d MySpace band pages like that.

Got both? A branding machine.