Jack Dorsey is back at Twitter and he is there for a very specific reason. The reason is to get the service firmly planted in the mainstream. He wants Twitter to work for the average Joe. Right now, there is plenty of debate as to how it works for anyone. The original users have seen it go from a cool hideout to a busy and noisy town square. Marketers are trying to figure out how to peddle their wares without looking like peddlers. While social media gurus and experts pat each other on the virtual back 24/7 for any variety of reasons.
Dorsey sees where he needs to go. In a report from the Wall Street Journal he says
“We have a lot of mainstream awareness, but mainstream relevancy is still a challenge,” he said during a discussion at Columbia University’s Journalism School Tuesday. Mr. Dorsey, who came up with the idea for Twitter, said Monday that he is returning to be product chief of the company; on Tuesday he outlined more about his plans for the next few months.
Mr. Dorsey said Twitter could make it easier for people to navigate the technology and do a better job of catering to people who use Twitter to get information rather than relay their own thoughts.
Amen to that. While relaying ones’ own thoughts can be interesting at times it is a lot less interesting most of the time. And with Twitter’s limited capabilities to archive and search much of what has been tweeted it can be a frustrating experience to get what you need from the service.
Dorsey has already created a stir amongst the TweetDeck and other Twitter client creators by telling folks to get beyond that kind of service. Is it because Twitter is going to do something on its own? Maybe. What Dorsey had to say about what could really be of interest was, well, interesting.
What does he want to see from Twitter developers? Mr. Dorsey says he has “no idea,” but that more tools that combine information from Twitter with other services would be a good place to start.
“The interesting products out on the Internet aren’t building significantly new technologies. They’re combining technologies,” he said.
That’s not the first person I have heard that theory from (Bing!) and it seems to be right on target.
So what could Dorsey do to improve upon Twitter and make it accessible to the rest of the world? And, if more people get comfortable with the service will it continue to be the inane rantings of the masses or could it be even more of the kind of life enhancing tool that so many feel it already is?
What’s your take?