The website is called Twitter, the action is called ‘tweeting’ and the question remains as whether Twitter is all hype or whether Twitter is here to stay.  For those that are not familiar with Twitter, the user logs on to the Twitter web page and creates a user name and profile, then one has a 140 character limit to write (or rather ‘tweet’) about whatever comes to mind.

Recently, the New York Times published an article, Putting Twitter’s World to Use, which had some fascinating applications. For instance, Corey Menscher, a grad student at New York University, developed Kickbee, an elastic band with vibration sensors that his pregnant wife wore to alert Twitter each time the baby kicked: “I kicked Mommy at 08:52 PM on Fri, Jan 2!” Mr. Menscher is now considering introducing the product into the mainstream market.

Corey and Ellen Menscher developed a device that would alert Twitter each time the baby kicked when she was pregnant with Tyler.

Another interesting example is at Detroit’s Henry Ford Hospital. Here the doctors were twittered throughout an operation to remove a brain tumor from a 47-year-old man. Tweets included: “A portion of the skull is being removed to allow access to the dura, the lining of the brain”. The article said that, “Medical residents and curious laymen following online asked the doctors what music they were listening to (Loreena McKennitt, a Celtic singer), whether the patient felt pain in the brain (no, just pressure) and how big the tumor was (the size of a golf ball). As is convention on Twitter, they tagged all their tweets with a keyword so anyone could search for the keyword and read the stream of posts.”

I think that takes tweeting to a bit of an extreme. I don’t think I would want doctors twittered during my surgery. Better to focus on task at hand and I hope they are not crowd sourcing the next step. But it just goes to show how explosive and far reaching this social platform is, being adapted to many different scenarios.

The article states that Twitter’s most productive use has been for businesses that want to better understand their customers, citing Dell and Starbucks. According to the article, some developers are creating tools to help companies “keep an eye on the buzz“. Akshay Java, a scientist at Microsoft, is trying to figure out a way to identify which experts are most influential on given topics by automatically analyzing the content of their tweets and who is in their Twitter network. Companies like Microsoft could use that information to figure out which ‘twitterers’ they should contact to create buzz about a new product.

So is Twitter a “colossal waste of time?” For some, yes, but for businesses who use it to market their products to an estimated 10 million users and growing, they would probably give a more positive response. I wouldn’t second guess 10 million users and call Twitter a fad. In 140 characters or less, it’s pure marketing genius!

Two mentions of the dreaded ‘R’ word two posts in a row? I know, its practically a curse word but I feel that this topic requires a lot more space on this blog as it is obviously a huge concern for everyone at  large, but more so for the soon-to-be-graduates and job seekers reading this.

Economists predict that this coming year will be tougher than the last for this economy and others such as Australia. There has been debate about whether the vast Down Under has been affected. If the turn out at this weekend’s Ausi expo is anything to go by, many are contemplating fleeing southwards in search of greener pastures (or at least less arid ones). I say, fear not, for the key to survival is determination, being smart, creative and brave.

The job market doesn’t seem very welcoming for fresh grads as unemployment numbers soar. However, many of the agency cutbacks in the PR and marketing industry are higher up the corporate ladder. Having learned from past economic slumps, companies have not halted graduate recruitment, as they realize this will only create a talent/ human resource gap in the future. So don’t bid your ambitions farewell just yet.

Another silver lining in the financial dark cloud is the rapid growth of the digital industry. The government has plans to pump investment into the industry, which ensures that it shall continue to thrive. That ties in with the immense impact social marketing is having on the media landscape. Going digital is clearly the way to make it through the current fiscal droop.

If that doesn’t put a smile on your face, how about this- as Harvard Business School Professor John A. Quelch noted recently:

“It is well documented that brands that increase advertising during a recession, when competitors are cutting back, can improve market share, and return on investment at lower cost than during good economic times.”

This rationale applies equally well to PR and money strategically spent on PR can have the result Quelch notes above. Your clients and potential clients still have their needs and will be looking to fulfil them. Maybe with a lesser budget, but they are still out there looking. This is a clear indication that PR is not perceived as a luxury in times like these. We just have to be more creative about how we go about it.