Faris Yakob: “Asynchronous” Twitter making everything too fast

Faris Yakob: “Asynchronous” Twitter making everything too fast

One of the world’s leading innovative minds has warned that Twitter is making everything too fast.

Speaking at MAD Week’s Innovation Afternoon yesterday, Faris Yakob (pictured), named one of the 10 Modern Day Mad Men alongside Sir Martin Sorrell by Fast Company, said news organisations can no longer break news because of the speed of Twitter.

“Twitter makes everything too fast, because it is asynchronous,” said Yakob.  “And Twitter is open, everything tweeted can be seen by everyone. News cascades through the system at lightening speed. Rumour becomes fact, immediately. News organisations can longer break news because they’re not fast enough.”

Yakob pointed to CNN’s “horrendous mistakes” around its reporting of the Boston bombings earlier this year as an example of errors being made due to “the power of speed”.

In his presentation he also argued that “advertising has fundamentally been artificial for so long that the idea of real people in real time suddenly has so much currency”.

He urged brands to articulate their presence by using real people in real time, highlighting the successful @Sweden campaign as a “beautiful simple idea to express a highly democratic country, which cost essentially nothing”.

“I think when I tweet a company because I’m angry at them for not getting a real response from real people, it’s unacceptable. No longer can we be asked to be on hold. Never again … because Twitter exists," said Yakob.

He added that another way for brands to be liked is by doing nice things for people.

“Maybe the present future of marketing is doing really nice things for people in real-ish time”.

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