As regular readers have probably noticed, I’ve been posting less frequently in the past couple of weeks. My goal is to have three entries per week, but I’ve dipped down to one to two lately. Don’t worry; I have not run short of content and I think this is a temporary situation driven by a burst of travel and new business work in my day job. But I do wish there were a way to keep the conversation going when these periodic time crunches happen.

Today I had an “aha” moment when Alex Rolfes, my right-hand man at Bridge Worldwide on this project, asked me if I would be interested in setting up a Twitter account for Marketing with Meaning. My first thought was, “Why?” For those who have not run across this yet, Twitter is a service that allows you to send and read short (140 characters) comments throughout the day. Think of it as “micro-blogging.” I have been watching Twitter from afar for some time. Working in a digital agency means we have to stay ahead on new media concepts like this. I have a few friends and clients who are Twittering, but I have not jumped in myself yet. I haven’t gotten in mainly because I don’t see the use for my life.

Some brands have gotten into the Twittering game with mixed results and commitment. Delta Airlines got some positive buzz when it suddenly started Twittering last year. Alas, their feed has been untouched since May 2007, lasting a whole 30 entries. I found their Twits interesting but random. On the other hand, some brands seem be using their Twitter feeds for focused, meaningful purposes. For example, Dell has a price deal alert; the BBC is using it for news alerts; and Barack Obama is using it to communicate where in the world he is campaigning every day. All of these examples offer valuable information within the benefits of the Twitter format.

Overall, my early take is that Twitter is a useful tool when a brand has something short, fast, and meaningful to say to its audience. For the Marketing with Meaning brand, our marketing objective is to drive awareness and adoption of our core concept. I think Twitter could help us do this. First, short, fast, meaningful observations and examples will help us share our message under my personal time constraints. Second, I believe that our audience (you) finds it meaningful to receive these short bursts of content on a frequent basis. We will judge the results over time based on the number of subscribers and comments received. At worst, we’ll learn together about this new medium….

I’m looking forward to the experiment and hope that you will join our feed!

Here’s our URL: https://twitter.com/mktgwithmeaning