An information (or informational) cascade occurs when people observe the actions of others and then make the same choice that the others have made, independently of their own private information signals. Because it is usually sensible to do what other people are doing, the phenomenon is assumed to be the result of rational choice. Nevertheless, information cascades can sometimes lead to arbitrary or even erroneous decisions.

THE RULES

If you’ve used Twitter for longer than one day, you’ll quickly discover that there are unwritten rules and etiquette for using the tool.   This is specific to those using Twitter for business.  What are those rules you ask?   Well … it depends on who you ask.  There are rules for:

1.    How to find & select followers.
2.    How to tweet.
3.    How much to tweet.
4.    How to Retweet.
5.    How much to Retweet.
6.    How/When to send a direct message.
7.    How to welcome to new followers.
8.    How not to welcome new followers.
9.    If you should even welcome new followers.
10.    When to respond to @replies.
11.    When not to respond to @replies.
12.    Respond to @replies by @replying or via direct message.
13.    When to automate.
14.    When not to automate.
15.    How to determine the maximum number of manageable followers.
16.    How often to tweet to be considered active.
17.    How often to tweet to be considered worrisome.
18.    What is considered ‘spammy’.
19.    What is considered ‘not spammy’
20.    Who is exempt from following ‘spammy’ rules.

Seems like a lot to learn, right?

YOUR RULES

I wouldn’t waste my time adhering to a set of rules that change rapidly and are greatly dependant on the opinions of a small group.   Everyone is using the tool differently and for varying purposes.  Everyone has their own set of irritations and pet peeves.  Therefore your strategy for using the tool should be specific to your own goals & objectives.  If you’re serious about using to the tool long term, focus on:

1.    Defining your priorities & goals.
2.    Learning how to effectively use to tool to meet your goals.
3.    Engaging and connecting with your “followers” in a real way.

fol•low•er
n.
1. One who subscribes to the teachings or methods of another; an adherent: a follower of Gandhi.
2. A servant; a subordinate.
3. A fan; an enthusiast.
4. One that imitates or copies another: A successful marketing campaign will have many followers.

Twitter uses the term “follower” to describe the activity of subscribing to another’s Twitter stream.  It doesn’t mean that you have to BE a follower while using Twitter.

Avoid “group-think”.  Make your own rules.  If you’ve defined your priorities & goals for using the tool, you’ll know if your strategy is working for you.  You can use others to learn ideas for new & creative ways to use Twitter, but don’t allow the rules set by gurus, experts, or the masses to cripple your use of the tool.

• Don’t want to follow anyone that doesn’t follow you back?  Great! Make that YOUR rule and stick to it.  As long as it works for you, it’s all good with me.
• Don’t want to follow anyone that sends automated direct messages (DMs).  Fine with me.  Connect with the folks that don’t send the auto DMs.
• Prefer to automate your use of the tool?  Go for it.  If you lose masses of followers because of it, you can revisit that decision later.  Otherwise, perhaps you’ll find masses of Twitterers that don’t mind automated messages.  Win. Win.

THE BOTTOM LINE

Aim for the win-win.  The next time a debate or rule setting session arises on Twitter, ignore it and ask yourself:

1.    What are MY priorities & goals?
2.    Is this tool still an effective method for meeting my goals?
3.    Am I engaging and connecting with my “followers” in a real way?  If not, what am I doing wrong?

If you made it through high school, you can make it on Twitter.

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