As it adds advertising, Twitter has to tread softly because consumers will have low tolerance for messages that are too intrusive. Further, advertisers will have to master the platform and figure out the best way to use a short message to push people to where they can find sound and moving pictures. What types of offers will work best in this intimate and immediate atmosphere?
When I was a kid, me and the kid next door got two tin cans and some string, poked holes in the cans and pulled the string through. We then knotted the ends and pulled the string tight between our two houses. Late at night we talked to each other. As I remember it, we could hear each other clearly even as we whispered, alternately putting the can to our mouths or ears. It was magical. We really didn't have anything to say to each other but it was fun to just connect.
If an advertiser could have been on the line as well we might have tolerated them as long as they didn't interrupt our conversation and they told us something we wanted to hear like a preview of the next "Batman" episode or a sneak preview about what the next prize would be in our favorite cereal box.
Note to Twitter: proceed with caution.
The work is the opinion of the columnist and in no way reflects the opinion of ABC News.
Larry Woodard is president and CEO of Vigilante, a New York-based advertising agency that develops consumer-centric advertising campaigns. He is also chairman of the American Association of Advertising Agencies New York Council and the recipient of many prestigious industry awards, including two O'Toole Awards for Agency of the Year, the London International Award, Gold Effie, Telly, Mobius, Addy's and the Cannes Gold Lion. A blogger and a frequent public speaker, Woodard enjoys discussing the intersection of media, politics, entertainment and technology.