Ev Williams: Twitter Can Reduce Information OverloadLiz Gannes
At its core, Twitter is a "recipient-driven medium," said Chief Executive Evan Williams in a public conversation tonight in San Francisco. What does that mean? Williams, an unusually theoretical CEO, was happy to explain. He spoke at a high level about the ideas that drive his company (which is now up to 145 million users). Williams contended that the medium of Twitter is (gasp!) actually well-suited to handle information overload.
Williams, on stage at a Girls in Tech event at Kicklabs, compared Twitter with e-mail, where information overload can be incapacitating. "The problem with e-mail is that it's sender-driven, and sender-driven media doesn't scale," he said. On the one hand, the recipient hates e-mail for being spammy, because "the sender is motivated to send as much stuff as possible because it's free." On the other hand, the sender may be dissatisfied because she's not reaching the right audience for whom she may not even have e-mail addresses.
Blogging (Williams was previously the founder of Blogger) and Tweeting can be different (and better) than e-mail, he said, because people who have something to say can find their audience. That's a much better situation for both the publisher of the information and the consumer of it. So recipient-based media can scale better "in a world of infinite information," he said.
That's also in contrast to Google (GOOG), said Williams, which serves more purpose-driven needs vs. Twitter's focus on "an interest-based world."
What Google and Twitter Are Good At
"Google is very good at 'I need to solve a problem, I need to buy something, I need an answer,'" he said. "Twitter is more 'I'm interested in many things, I don't know what I need to know.'" Whereas Google is more likely to be gamed by a company such as Demand Media, Twitter is a different beast.
There's still the problem, however, of filtering information on Twitter. "What we need to get much better at is scaling that system so you don't have to pay attention to everything, but you don't miss the stuff you care about," Williams said. He said more such products are on the way.
Williams cited Google CEO Eric Schmidt, who recently said more information is now produced in two days than in all of time before 2003. Williams said automated streams of information from services such as Fitbit and Blippy—in addition to the proliferation of media—will only add to that problem.
Williams also said to expect forthcoming products that would help filter relevant tweets around events, similar to what Twitter is doing with location. This would go beyond the user-developed convention of hashtags, he said, though he didn't elaborate.
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