Like with the printing press, Twitter [has] changed the situation. People like me, Twillionaires, we can cut out the press from our PR requirements. It used to be a pact with the devil. You wanted to inform the press about a new film and they said they will interview you, but only if they are allowed to ask you around other themes about your private life.
Today, Britney Spears tells her PR manager, ‘Why should I care about this journalist of this newspaper with a big circulation? I will reach their circulation just by typing into my keyboard.’ So well, whole newspapers are on the one side filled with resentment against Twitter, on the other side they are using it and searching Twitter messages.
Twitter is about participating – by which I mean you tweet and read other people’s tweets. Then you understand it, and get its rhythm. But remember: It is about being authentic. These things are human-shaped.
It is important for all of us to understand its [Twitter’s] nature. It is human shaped, not business shaped. And the swell will move elsewhere if you try to make it all neat and attractive. The greatness and the magnitude of its energy will all move.