There are billions of people who are now connected but whose primary tools are handsets, texting and email.

These people are very poorly served by our western tool sets – computers, the web and social software.

While the uptake of Facebook is impressive at around 300 million – this is nothing compared to the universe who rely on the handset, text and email.

Like Twitter, Posterous is amazingly simple to use. It gets around many of the barriers for the hesitant. Billions know how to text or use email. Now they can have a place to share and show what interests them without having to learn anything new or to buy anything more.

I suspect that the Posterous guys have spotted something huge here. They have truly been thinking about the “underserved” Clay Christenson concept. They also know that it is best to start with “Good enough”.

But Posterous also helps the Western Hard Core Blogger.

As a long term blogger and user of the western tool set – my use of Posterous has transformed my own participation on the web. I find it sooooooooooo easy to use. In particular it enables me to aggregate the best material that I can find on my blog and to ensure that what I post gets the widest distribution.

Here I think is the nub.

Aggregation in focused areas -  mine would include the emergence of the network (local and global) in all sectors – such as in organization of all kinds, food, media and energy  – is where content value is enhanced. I have my own ideas but they are made better when I add related ideas of others – not just as links – but in large chunks – for after all I have a lot of real estate. You can see in a second whether you wish to read on or not. A set of links is more of a mystery ride.

I am finding that my blog has much more depth for very little added effort – my readership is up both in terms of views and time on the page. So others seem to agree.

The other part of the value is in giving me better distribution. With one simple action on Posterous – I not only post to my blog but to Twitter and to Facebook where I have overlapping but often different readers. As the social web becomes every more real time, I can throw a bigger rock into the river and cause more ripples.

These features I think can help those in media who are also seeking more focus on their web offerings and who seek a wider following. Posterous will enable hard pressed TV and Radio staff add more value and widen their reach.

Like Twitter, Posterous is deceptively simple. But also like Twitter, I think that we will see that this simplicity is key to its potential power.

Is this not a lesson for all adoption? To own a car in 1900 was to demand that you also had a mechanic. Over time, cars inside became ever more complex, but using them became ever more simple. The more simple, the cheaper, the more people adopted them.

Simple isn’t it!

This slide shows what happens to children’s language as they approach Emergence in the 3rd picture on the right.

I think our use of Twitter can track this trajectory. At first it was me and a few friends that I knew from my face to face or blogging life prior to Twitter.

Then in the last 3 years, I have added a few more friends from the Twitterverse. These in my case have come mainly from Pub Media and from the Bryant Park Gang that Morphed into the Planet Money Gang.

I exclude myself from the many who merely add thousands of folks indiscriminately. I have added several hundred of these but I find that only 1 or 2 have been people that I have learned to care about or interacted with in a good way. The Dunbar number is not a nice to have but a Rule!

What I have immediately seen from the new lists that are emerging around the two and related areas of my interest – the PM/BPP Gang and Pub Media – is that I have some real gaps. Those that created the lists whom I like care for and admire have people that I don’t know and who don’t know me.

But it is highly probable that we will get on – your friend is my friend!

So we move toward phase 3. When we get a critical mass of Trust – Affection – Attraction then don’t we get close to “Emergence” being possible?

Andy Carvin’s NPR News List would surely make an incredible starting point for more experiment – now add to it his Pub Camp list and you have the 300 Spartans!

This then is power.

A large, talented and also diverse group that has a large bond of trust.

Such a group can surely take on the “Persians” of our time?

What hit me as I watched was the attitude of the young people in the film – do you ever imagine that they will feel comfortable in an organization that does not allow access to social media?

So if you don’t allow this – what’s your plan?

For starters, Pat reports that Anthem Blue Cross and Blue Shield in Wisconsin is piloting a program which employs Twitter to “identify members who may have questions or concerns about their health benefits.” The use of Twitter enables the insurer “to communicate and stay connected through the exchange of quick, real-time conversation, and respond to each tweet about Anthem.”

Anthem is also using its Twitter channel to help members with healthy lifestyle choices such as weight loss programs. If that isn’t enough, Pat reports that Anthem has also formed a Facebook channel and a YouTube channel to promote wellness and member interaction.

As Kate Quinn, VP of corporate marketing for Anthem, puts it: “Social media provide a great opportunity for us to engage our members, listen to them and be more responsive.”

At a time when the viability and future direction of the health insurance industry is under debate, social networking is providing a means for insurance companies to reach on on a very personal level to their customers. The perception of “big, bad, greedy insurance companies,” however rightly or wrongly earned, has been part of the discourse for years, and came about because of the sense of impersonalization that created a very high wall between the companies and their constituents.  Social networking may be just the right tool to tear down this wall.

One thing is clear from both articles is that using Twitter well will be an essential part of politics in the future.

Unlike other political web tools, like email lists, websites and video channels, Twitter is completely instantaneous and multidirectional. A fact or an idea can start almost anywhere on Twitter and spread without centralized control. To be sure, if you’re trying to start and spread a meme using the platform, it doesn’t hurt to have a network of well-connected friends–but the most popular memes seem to spread mainly because they’re fresh AND of inherent interest to users. (Sifry)

Lewis added, “The ability to effectively utilize the Internet in the political realm works very well for the have-nots. It does not work so well for the establishment.”

To that end, Republicans are working overtime to establish a beachhead, online.

“Twitter is the best example of the most modern technology and how folks are organizing,” David All, a GOP new media consultant who has helped galvanize the party on Twitter, told CNN. He points to the success of hashtags – a popular way to keep track of a conversation – on Twitter. “#TCOT” (top conservatives on Twitter) has seen much more success on Twitter than “#P2 (progressives 2.0).  See stats from Hashtag.org here: TCOT vs P2.

Cooper is quick to defend progressives: “Conservatives are always good at pushing that one concise message. The death panels are easy to tweet. The explanation for why there are no death panels and making that explanation takes much more explanation. You can’t do that on Twitter.” (Kuhn)

Thanks to Jay Rosen for setting this up.

How do you cover your community with no or little money? At Planet Money they ask for help and they “listen” to Twitter.

Here are a couples of examples that Laura used to show how you can do this

The “Clown” Tweets Us – PM has a deep and keen Twitter fan club – I call it the PM Tribe – So here a PM Twitter Fan Tweets the Show – The Listening part of Twitter.

@planetmoney #economy I am Children’s entertainer #clown. Work was way dwn jan-april. (-%87 for me.) now better, but #swineflu panic a prob

PM calls her and uses her story in part of their podcast. The Deepening Phase

Morning Edition like the story and bump it up and put in on the main show – The harvest phase

People ask all the time – “How do we bring the voice of the citizen into the station – well this is one way that you can do this.

By the way – for us PM Twitter fans/Tribe the pay off is when our bit goes on the show. Like Golf, the tiny chance that it might is the massive incentive.

The result is that you not only deepen the engagement that you have with your community, but you get ahead of the story. You get the story before it is a story. You have an intelligence system like no other.

Here is another of these Pyramids or ladders:

Terri Weiss tweets her employer’s demise – First, they stop the coffe:

http://www.npr.org/blogs/money/2009/01/first_they_stop_the_coffee.html

Terri Weiss tells her story on podcast

http://www.npr.org/blogs/money/2009/01/hear_can_i_borrow_20.html

Terri Weiss, with a little more production, on Morning Edition

http://www.npr.org/templates/story/story.php?storyId=99790809

We at Fast Forward also have a guide that goes deeper into how Twitter works and offers advice on many of the tools that make using Twitter more productive . You can find that here.

Look at the staffing – tiny and the results – huge.

“Porter revealed that the Virgin America team is small and applies roughly the equivalent of 1.5 people to monitoring and engaging on Twitter and other social networks. To her and the team, social media is representative of not only a listening system, but also a complete engagement channel. The word “marketing” doesn’t even enter the mix.

With more than 20,000 followers on Twitter, Virgin America is galvanizing a vibrant and active community of people who will respond in “Twitter time,” thus alleviating the modest team from having to engage in every discussion, whether it’s positive or negative.

The most common example Porter shared was a response to the question, “Should I fly Virgin?”

“The community closes the sale,” exclaimed Porter.

She also shared a story of how Virgin America invests in the good will of customers, simply by publicly acknowledging and supporting them in the same channels where they’re communicating.

During one flight, a woman who just graduated medical school to become a doctor, had tweeted her excitement about graduating and also flying @virginamerica. Instead of simply responding with a congratulatory Tweet, Porter and her team retweeted and asked someone on the flight to buy her a drink (the benefits of offering inflight wifi).

To her surprise, Porter triggered an immediate response, “Row 11 is going to buy her a drink.” And, to her further astonishment, the person who sent that Tweet was live in the audience at the Real-Time stream event.

Alexia Tsotsis, tech writer at the LA Weekly, shouted from the first row, “That was me!”

Everyone in the audience was a witness to a vivid demonstration of how interaction online extends into real world experiences.

More impressive is Virgin America’s use of the social Web for real-time customer service. They’re actively monitoring issues, frustrations, and recommendations to solve challenges as they arise. In several such instances, Virgin America has used Twitter as a real-time guest service recovery system in flight to address concerns and problems by contacting service staff in the air to alert them to issues – again, the perils and associated benefits of offering inflight WiFi.

Earlier in the day, Peoplebrowsr (disclosure: I am an advisor) showed a demo in which airlines were ranked by the sentiment expressed about each brand on Twitter, and Virgin America was on top. Peoplebrowsr highlighted the ability to analyze conversational sentiment by industry through the alignment of positive, neutral, and negative conversations and perception by brand.

“

As hotels, airlines and other travel companies line up on Twitter to promote their brands, customers who voice their grievances in the form of tweets are getting surprisingly fast responses for everything from bad airplane seats to poor room service.

Take Tony Wagner, 34, a new-media director for an academic group in Washington. When he found out he wasn’t seated next to his wife and 2-year-old daughter on a JetBlue flight to San Francisco over the Memorial Day weekend, he first called up customer service. But the agent told him to take it up at the gate. So Mr. Wagner indirectly sent JetBlue a message, by posting a plea for help on his Twitter account: “@jetblue Advice to get both parents and 2 yr old seated next to each other on flight later today? Right now only one parent. Full flight.”

Exactly 19 minutes later, JetBlue tweeted back, suggesting they correspond privately, using Twitter’s “direct message” feature: “@tonywagner Please follow us so we may DM!” After a brief exchange, JetBlue flagged his tickets as a priority concern.

Mr. Wagner suspects he received better service because of Twitter’s viral nature. Twitterers habitually “re-tweet” one another’s posts, not unlike forwarding an e-mail message to everyone in your address book. Companies, he said, “want to head off the conversation as quickly as possible,” adding, that “it’s in their best interest to make people who have a pulpit happy.”

JetBlue puts a more positive spin on it. Disgruntled customers “tend to be the biggest opportunities,” said Morgan Johnston, a spokesman for the airline who helps manage its Twitter account, which has more than 770,000 followers. “We can take that person aside and kind of pull them in and say, ‘Hey, you seem to be really upset in front of several hundred or thousand people.’ ”

That might explain why some customers prefer Twittering over contacting customer service directly. “Their reaction time is speedier than being put on hold,” said Sydney Owen, 24, a public relations intern from Chicago who recently tweeted about a Southwest boarding pass she had misplaced and received a nearly immediate response from the airline.

Twitter account will give guests access to great deals

	 CALGARY, June 26 /CNW/ - WestJet today announced the
introduction of a new service that leverages the power of
Twitter to provide its guests with instant access to great deals.
Those Twitter users who sign up to follow "WestJet" on twitter.com
will be provided with seat sales, special offers and
other uniquely-WestJet opportunities. This Sunday, June 28, 2009,
the first of WestJet's Twitter deals will be made available to
those individuals following "WestJet".

	 "We are a young, vibrant and healthy company," said
Richard Bartrem, WestJet Vice-President, Culture and Communications.
"We need to employ all media possible to reach guests and
prospective guests to offer them relevant information and great
deals. 

Today's announcement is a reflection of how social media has
become a staple for many of our guests and our WestJetters.
The viral and word-of-mouth nature of social media is perfect for
companies with great offers, great products and fun cultures
like WestJet.

	 "We are encouraging as many people as possible to sign
up and follow us on Twitter.com before Sunday, June 28, so that
they are in the know with the first of many wonderful deals."

	 In addition, each day from Sunday, June 28, to Thursday,
July 2, WestJet will be offering its followers on twitter.com
one trip for two people anywhereWestJet flies in Canada.
Visit WestJet's Twitter site at twitter.com/westjet
for more details.