Trust and the Serendipity Engine: Twitter


In this wonderful, 10 minute video done at the NYC Web 2.0 Conference in mid-November 2009, Chris Brogan opines on the value of Twitter, especially search on Twitter. He tells of his experience with discovering the Roger Smith Hotel, just down the way from the Four Seasons which is losing business to the Roger Smith. Why? Because colleagues responded to his twittered question about where to stay and then so did a live communicating voice (through Twitter) from the Roger Smith.

However, don't be distracted by the forgoing narrative as it's the deeper message that Brogan speaks to a commercial world using the web for commercial business that resonated for me. I've written about Brogan before, elsewhere, and urge you to read that post and Brogan's Trust Manifesto, for it is the loss of trust that so many clinicians experience–perhaps not so much with their patients–in working with all of the components of the health care system that support clinicians in the care of their patients. Brogan in this video, once again speaks to building trust, using the contemporary tool of relationship development: Twitter.

Brogan recommends using your @replies much more than most users do to this point. 80% of his tweets are replies–he suggests that users reply to others 12 times for every one original tweet and addresses many other aspects of using Twitter.

He goes on to raise a series of questions:

How do we share?
How do we extend experiences and relationships?
How do we collaborate?
How do we make new distribution?
How do we develop relationships that yield?

"The difference between an audience and a community is which way we turn the chairs."

Brogan closes with this quote from Ralph Waldo Emerson, "Do not go wherever the road may lead, but go where there is no road and leave a trail."

I'm proud to have done that in my work in Emergency Medicine; I'm just warming up for the next act.