Skip to main content

Brevity is the essence of Twit

I was just watching the Robert Scoble video at Fast Company, discussing using SMS with google to make queries.

The interesting thing is the economy and utility of the short format messaging. SMS only allows for 140 characters. Doesn't sound like much, does it? Having worked in advertising all of my working life I guess I'm not phased by the necessity for brevity. It costs a lot for media time - so 30 second commercials are the most common format. In 30 seconds the most words you can choose is approximately 75. That's a pretty densely worded ad. Because TV is a visual medium and humans receive most of our useful data through our eyes there is an argument for being a little more economical with the spoken word. Personally I think you should also avoid relying on titles or supers, but that's another story and some of my colleagues would probably differ in their views.

The 140 character format translates to Twitter, the social media microblogging tool (you can see my Twitter feed over there on the right). Twitter allows you to update from your phone (I don't really do this much because your TXT is routed through London - or somewhere - and it can become an expensive proposition). The interesting thing is how rich the twitter environment can be - in spite of the requirement to parse the information - I have some favourite Tweeters who have a deft ability to make me laugh in one sentence or less.

Badbanana, Munki and HotDogsLadies all have a genius for the medium. Munki, (Sarah Wedde) from Wellington New Zealand could easily translate into a TV comedy show - no jokes longer than 140 characters.

"Spooning my cat seemed nice at the time but on reflection it's really making me question the direction my life is taking." - Munki

"Spent the day at an orchard. An apple store without geniuses." BadBanana - Tim Siedell

"Short on time? Hand me two 20-dollar bills. I'll keep one and summarize the self-help book of your choosing on the other. Win win." Hotdogsladies (Merlin Mann)

Maybe a curated book of humorous Tweets. What would the copyright implications be?

Comments

Popular posts from this blog

Johnny Bunko competiton

The Great Johnny Bunko Challenge from DHP on Vimeo . There's a young chap in Indiana, one Alec Quig , who has written to me about creating a career based on a polymathic degree, from which he has recently graduated. He's an interesting young man and his concerns about going forward in life are the anxieties we all face at crossroads in our lives when we are forced to make choices. Dan Pink's latest book The Adventures of Johnny Bunko: The Last Career Guide You'll Ever Need might help: "From a New York Times, BusinessWeek, and Washington Post bestselling author comes a first-of-its- kind career guide for a new generation of job seekers.There's never been a career guide like it.the fully illustrated story (ingeniously told in Manga form) of a young Everyman just out of college who lands his first job. Johnny Bunko is new to parachute company Boggs Corp., and he stumbles through his early days as a working stiff until a crisis prompts him to find a new job. St

Ze Frank thinks so you don't have to

Ze Frank appeared on my radar when I saw his presentation among the excellent TED Talks videos . This morning I was reading Russell Davies planning blog in which he referred to a clip by Ze Frank - Where do ideas come from. Here's the transcript: "...Hungry Hippo licks Aunt JEmima [sic] writes, "Are you ever gonna break into song again? Are you running out of ideas?" Hungry Hippo licks Aunt JEmima, that's a good question. I run out of ideas every day! Each day I live in mortal fear that I've used up the last idea that'll ever come to me. If you don't wanna run out of ideas the best thing to do is not to execute them. You can tell yourself that you don't have the time or resources to do 'em right. Then they stay around in your head like brain crack. No matter how bad things get, at least you have those good ideas that you'll get to later. Some people get addicted to that brain crack. And the longer they wait, the more they convince themse

Sexist Advertising and stereotypes

Advertising lives in the short-form world. Because mass media is so expensive the 30 second commercial is conventional and because there is so much clutter simplified signals are essential to 'cut through'. One form of communication short-hand used as a default is the stereotype - "A stereotype can be a conventional and oversimplified conception, opinion, or image, based on the assumption that there are attributes that members of the "other group" have in common. Stereotypes are sometimes formed by a previous illusory correlation, a false association between two variables that are loosely correlated if correlated at all. Though generally viewed as negative perceptions, stereotypes may be either positive or negative in tone." In the 1950's and 60's when men dominated advertising stereotypical impressions of women as inferior or subservient were not only commonplace but usual. It was normal to show women as housekeepers, largely because most wer