After checking into the lovely Hotel Max in downtown Seattle, I tweeted:

Settling into the Hotel Max in Seattle. Super impressed so far — beautiful hotel. Thx for the tip @targetvacations!

within about two minutes a reply from Hotel Max showed up:

@jaygoldman Hello sir! What room are you in? I’d love to send up some goodies for you for tweeting such nice things!

Sure enough, moments later, a bottle of champagne and some chocolates were delivered to our door, along with an invitation to attend their first ever tweetup in the bar from 5pm – 7pm. We couldn’t make it down, but I have to say that’s some of the best customer service I’ve ever had at a hotel. The hotel was equally great and we loved our stay there. Beautiful design, great art, very friendly staff. Way to go Max!

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Mayor David Miller does it, so does TTC Chair Adam Giambrone, even Toronto Raptors superstar Chris Bosh is on Twitter. So what is this latest social media application and why should you care? Watch News Hour Final tonight as we try and explain twitter madness and we want to hear from you. Send Leslie a tweet @lrobertsglobal.

It was a lot of fun to tape and great working with such a professional crew — I think I was in and out of the building in under half an hour including getting made up and unmade! Thanks to the whole team for the tour of the studio, which included hastily snapped photos of the control and audio rooms:

Global TV Control Room

Global TV Audio Booth

Earlier today I thought I would use Twitter to find out how people defined Twitter, and I got to use a few of their thoughts on the show (although sadly without attribution). I thought I would share my favourite responses here (in no particular order):

• sebchorney: “Like MSN for grownups”; or “Like being in an open-concept office, except you choose the friends &coworkers at the other desks.” Beyond warm & fuzzy, the true key benefit is the tremendously high value of distilled information received from trusted filters.
• targetvacations: connect, learn, meet, develop, engage and share > people, ideas, opinions, facts & thoughts on your own terms.
• Brydon: twitter is a half-suppressed laugh; a fit of laughter partially restrained; a titter; a giggle.
• sulemaan: “It’s like your Facebook status update but also a means to communicate w/ others like an instant messanger.” (For me anyways.)
• dwhelan: Twitter is text messaging between u & the world, a global conversation where you choose the time, place and people to listen to.
• coachkiki: Cross between overheard cell phone conversations/water-cooler/code/broken telephone.Often interesting/useful/informative. Big + great way to become aware and exposed to people, industry happenings/breaking news might not otherwise get.All in 140
• colinbowern: twitter is the public water cooler conversation
• nsedef: Real-time conversations leading to customer & industry insights direct from the source, & gauge of cons/biz news trends & buzz.
• kenseto: Twitter = open sourced conversations
• PalmerstonGroup: Twitter is to facebook what French Fries are to potatoes. Quicker, tastier, more fun, less nutritious.
• jasoneano: Newsfeed for relevant professional, community & breaking global stories & a personal forum to expand the reach of my own purpose
• bwinton: Twitter is like a cross between a chat room and a weblog, with fewer pictures of peoples’ cats, and more interesting thoughts.

If you’d like to see some more definitions, check out the Twitter hashtag #definetwitter (hashtags, a word preceeded by a hash symbol, are a way of organizing tweets around a given topic and making them easier to find later).

Here’s the video (thanks @astroboy!):

Thanks for watching!

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For those not in the know: your web browser reports the last page you were on to the next page you visit as the “referrer”, which Analytics uses to track the source of traffic to your site. When someone types your URL (jaygoldman.com) into their browser without coming from another page they will have no referrer and therefore count as a ‘direct’ visitor. This also applies if they click on a link in an external application like TweetDeck and Tweetie (my current choices for desktop and iPhone Twitter clients), since they land in your browser and on your site without coming from another web page. A large portion of Twitter users tweet from third party apps (anyone know the percentage?), which means that a large portion of the people who find your content from Twitter leave no referrer and look like direct traffic. All direct traffic gets lumped into one big pool, so there’s no way to tell if they came through Twitter, a non-web based RSS reader, a link in an email not read through webmail, manually typing in your URL, an iPhone app with your link in it, etc. Let’s call this Analytics Problem #1: the increasing number of specialized apps that run outside of your web-browser all get counted as direct traffic.

That got me thinking about other places that Analytics might fail to provide accurate tracking as we move deeper into the realm of social media. As a data and analytics junkie, I find Conversion Goals are one of the most powerful ways you can track your online presence, particularly if you have an ecommerce site or webapp. The basic idea is that your site converts different types of users into other types of users (e.g.: catalogue browsers into paying customers, casual readers into RSS subscribers, etc.), and that tracking those conversions helps you to optimize for your end goal (e.g.: more ecommerce revenue, more exposure, etc.). Goals are usually measured at the end of a ‘funnel’, which allows you to track a specific path to a goal and then compare different paths to find the most effective (e.g.: clicked on newsletter link, browsed catalogue page(s), checked out vs. landing page from google, add to cart, checkout). See this excellent Conversion Goals four-part tutorial from WorkHappy.net if you’d like to know more about Conversion Goals. I started thinking about how I could measure Conversion Goals for this site, which made me very quickly realize that my dependence on third party services means I don’t control key pages in the funnels and therefore can’t instrument them. A quick example: I’d like to measure the number of people who follow a link to my blog from Twitter and end up becoming RSS subscribers. This falls down in two places: I can’t distinguish them from other direct traffic if they come from third party applications, and I can’t set a Goal on the final page because it happens on FeedBurner. Let’s call this Analytics Problem #2: your ability to track Conversion Goals decreases as the number of non-web-based traffic sources and third party utilities involved in your site increases.

What’s a poor data hungry blog writer to do? I can think of a few things that might work, though none are particularly awesomesauce:

• Inbound Interstitials. Part of the solution could lie in the use of interstitial pages that are inserted in the flow between the first click and the target. For Analytics Problem #1, third party app developers could direct all traffic to a page on their own server that could then send users to their ultimate destination with a referrer in place. This isn’t ideal because… it will annoy users, there are definite privacy concerns, some browsers may not track the referrer if a page auto-redirects rather than following a clicked-on link, and it will be inconsistently implemented by third parties. Verdict: no dice.
• Browser Tracking. It should be possible for the browser itself to receive a request to open a URL and track the referring application. When you click (or tap) on a link or button in one application that ultimately opens a page in your browser, the operating system steps in to handle the communication between them. The inbound request to your browser might have the name of the app that sent it included, so browsers could start using it as the referrer. It wouldn’t follow a standard URI scheme, but they could cheat and make it look like one (e.g.: macos://tweetdeck or something similar). This isn’t ideal because… it requires a change in browser behaviour across the board (or, at least, by Mozilla and Microsoft) and that’s a full time lobbying job. It also may not be possible on some platforms if the requesting app’s name isn’t included in the request. Verdict: iffy. Might be testable with a Firefox extension.
• Unique URLs. If you’re particularly concerned with tracking those direct visitors, you could borrow a page from an old junk mail handling play book and use a different inbound URL for every source of traffic you list your posts on. I used to sign up for things like Columbia House CD club with a slightly different spelling of my name (or a fake middle initial) so that I could track who they sold my mailing address to when the junk started pouring in (and it sure did). You could take a URL like http://jaygoldman.com/2009/01/15/follow-back-how-i-choose-who-to-follow-on-twitter/ and turn it into http://jaygoldman.com/2009/01/15/follow-back-how-i-choose-who-to-follow-on-twitter/source/twitter, and then use something like mod_rewrite on your server to strip out the source bit and still serve the right page. Analytics will record the pageview on the pre-strip-out URL so you can still track it in your reports. This isn’t ideal because… the requests wouldn’t get tracked as referrers so you’d have to count each of the pages in the Content section to get a total count. You would have to remember to use a different source every time you linked to the post (e.g.: “source/twitter” when you tweet about it, “source/rss” in your RSS feed, etc.). Your stats will be off if other people link to your post (yay!) but strip out the source or use the wrong one (boo!). Verdict: answer unclear, try again later. This would work but the logistics are almost more effort than the payoff.
• Outbound Interstitials. The second problem is a little easier to solve — at least on the tail end of the funnel — by either calling Analytic’s _trackPageView() method in the onclick handler for outbound links, or by adding a redirector page to your site that loads up the Analytics JavaScript and then forwards to FeedBurner without displaying any content. The former is great for places where you have an actual RSS link on a page that people click on, and the latter is ideal for things like your <link rel="alternate"> tag that gets handled by the browser without a click. This should be almost entirely invisible to your readers and you’ll be to still track your funnel as long as you use it everywhere you would have just linked to FeedBurner. This isn’t ideal because… you have an interstitial of your own to maintain, but it should be almost unnoticeable. Verdict: should work well for outbound links from your site, provided the funnel ends there and doesn’t require tracking beyond the first link.
• Your Chocolate in their Peanut Butter. Twitter (and other services) could give you the ability to insert your analytics tracking code into their page. This is a bit of an unorthodox idea (in that I’ve never seen it done), but since Analytics supports tracking across multiple domains, it should be possible for Twitter to insert the modified tracking code listed there into your profile page and record a pageview in your analytics. This isn’t ideal because… service providers need to jump through (small) hoops to get it working. The reports in Analytics don’t show the domain on requests by default, so you would need to follow the instructions listed on that page to setup an advanced filter or Twitter would need to log the request as being something obvious (e.g.: /twitter.com/profile). Verdict: this would actually be pretty great if it worked, since you could track how many people are viewing your profile in addition to using it as the start of a conversion goal.

There are many smarter people than your humble scribe who read this blog. How can we solve the Terrible Twosome of Analytics Problems and restore order to the world? Maybe I’m missing something obvious?

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I will pay unlimited $ to the person who figures out how to round my day up to 30 hours. Seriously. Unlimited $.

Posted to Twitter on January 19th 2009 at 12:18am

The replies started rolling in right away and they were so great that I decided I had to document them here. Keep ‘em coming! Some of the best:

Moving to Another Planet

OK, but I’m afraid you’re going to have to move to another planet. Now pay up!
ebacon

Simplest way to to get 30 hours in a day is to move to another planet with a different rotational length.
hexsprite

Borrowed Time

I’ll give you 6 of my hours in exchange for unlimited $. Seems like a fair hourly rate you’re offering.
alexknowshtml

you can have all of mine and i’ll just chill.
drew

Changing Schedules

28 hours is the best i could do: XKCD 28 Hour Day
Affan

I’m your man! (The method involves an over-clocked wristwatch and Dexedrine.)
sabbatical

Facebookers Speak!

Since my Twitter status also updates my Facebook status, a few people jumped in from over there:

Simple. Use the metric day system I invented. 50 hours = one demidecaday 10 of these your get a full decaweek.
Pete Mosley

You would have to travel close to the speed of light for the time dilation to kick in.
Jawad Shuaib

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That, of course, raises the question of how I choose who to follow. I generally get introduced to people from four sources:

1. I have Twitter send me new follow notifications. This quickly stops scaling and I find my inbox generally has about 30 notices in it that I need to read and catch up on. I also get a daily report from SocialToo.com, but I don’t find it helps me much more than Twitter’s individual notices and I tend to use it more for the Unfollows.
2. I use TweetDeck and always have one column open with my Replies (i.e.: any Tweet from the public stream that contains “@jaygoldman”). If you’re not using TweetDeck, do yourself a favour and go try it. It’s a little overwhelming at first — Steve Rubel refered to it as the “Web 2.0’s Bloomberg Terminal” which I thought was pretty apt — but if you’re serious about participating and being involved, you need a constant view of the world. I do my best to reply to people who ask me questions or respond to my tweets and will often check out their profile.
3. I use services like Mr. Tweet, which can be really helpful for turning up people you might like based on other people who are following them. I must be turning up in Mr. Tweet suggestion lists because I’m finding more and more that the most recent tweet from new followers is the notice that they’re checking out their Mr. Tweet report. This does tend to err on the side of “Twitter celebrities”, so don’t take it as your sole source (although they are working to keep the algorithm balanced).
4. Lastly, I look for @names of people I don’t know in the tweets from people I do know as a form of personal recommendation.

When I’m looking at a profile of someone I’m thinking of following, here’s what I’m looking for. I don’t hold firm to any one of these as the deciding factor, but they all play into whether I click “follow” or not.

• How many followers do they have? Twitter is very much a meritocracy, and it tends to be the case that people with lots of followers are adding lots of value. That isn’t always true, and it’s not a great heuristic in that it misses out on people who have recently joined and haven’t yet built their community. Since my view of their profile is a snapshot, they could be on their way from 2 followers to 2,000 and I wouldn’t know.
• What’s their friend to follower ratio? Maybe a better way to look at it is their Friend to Follower ratio. Many of the Twitter users I see approach a symmetric network (i.e.: a ratio of 1:1), and most of the ones who aren’t in balance are following more people than are following them (i.e.: 2x:x or even 10x:x). Users with more followers than friends (i.e.: x:2x) tend to be adding more value and therefore attract my attention.
• Are they still following me? That may sound like a tit-for-tat exchange, but there’s actually some logic behind it. If your aim is to build up as many followers as possible, you can game the system by following and then immediately unfollowing people. Everyone who has auto-follow (but not auto-unfollow) enabled will stay on your list, as will the people who see you in their Twitter new follower emails and like your profile. You win by keeping your signal to noise ratio down but still (artificially) getting credibility. New followers are almost always still following me, and I’ve followed a few who weren’t, so this one doesn’t get as much weight in the overall decision.
• What’s their bio? Don’t underestimate the importance of those 160 characters! Sometimes I follow people just based on what they chose to say they do, and sometimes I immediately close the tab and leave. Mine says “Technologist, designer, speaker, O’Reilly and HBR author, generally swell guy.”, which is the same tagline from my blog with the addition of O’Reilly and HBR as qualifications. I’m much more likely to follow you if your bio says you have an amazing job or you deserve merit based on your past experiences than I am if it says you like cats and underwater basket weaving (not that there’s anything wrong with that, especially if you take the cats under water with you). I tend to strongly stay away from people whose profile is all about “helping other people to make money on the Internet!!!!!”, who specialize in “SEO and Interweb Marketing”, or who are professional life and business coaches. No offence to any of them and I’m sure they’re lovely people, but that’s not my cup of tea.
  
• Do they have a website? Don’t use this as a hard and fast rule as there are many interesting people who don’t have a site. That said, if you’re a blogger and there’s somewhere I can go to see what you sound like when you’re not speaking in sound bites, definitely put it in. I love, for example, that @pistachio has created a page on her blog called “Who is Pistachio” to send people to. I used to have the main page of my blog listed but then I made a fancy Twitter background with the URL in it, so now I point people to my more informative About page.
  
• Are they part of the conversation? I do a quick scan down their list of tweets to see how many are replies vs. status updates. People who just update their status might be following the letter but not spirit of Twitter (”What are you doing?” vs. “What are you thinking?”), but they’re basically keeping a cheese sandwich micro-blog. For those not familiar with the term it comes from a 2002 Wired article in which Dave Linabury is quoted as saying:
  

  “One of the things I don’t like is the blog where someone says something like, ‘Today I had a cheese sandwich.’ That’s the kind of thing you see in most of these blogs. You know, fascinating. I don’t give a flying … whatever what you ate. Don’t tell me you have a flat tire. And if this is how boring their writing is, I can’t imagine how boring they must be to talk to in general.”

  A little more extreme than I might put it, but basically accurate. I make exceptions here for people whose cheese sandwiches I actually care about (e.g.: friends, family, my wife), but this is a pretty firm rule if you’re not in one of them.

• Are their tweets interesting? It may seem funny that this is last on the list, but there’s a good reason for it. This step takes the longest since there’s a lot more text to read, so I tend to do it last in case anything above answers the question first. If you’re a Firefox user (and you really should be), I highly recommend the Power Twitter add-on that gives you some really useful features whenever you’re looking at a profile page on the Twitter site. High-level features include search, search scoped to a specific user, status history peeking on mouseover (great for browsing follower lists), Facebook status updates (though you can use the Twitter Facebook app for this), inline YouTube, Flickr, and TwitPic videos and photos, and URL expansion and translation to page titles. The last two are the most useful here as they save you from having to click on a bunch of shortened URLs (from Twurl, TinyURL, IsGd, etc.) by showing you the title of the linked page, and from having to click through to lots of YouTube links (or being rickrolled).

I haven’t calculated any kind of weighted algorithm that could do this automatically (though I certainly encourage you to do so and post it in the comments and then build me a tool to do this automatically while I sip mojitos in the shade), but I do stick to this list pretty closely. I’m curious to know how this compares to other people’s lists: what makes you follow someone?

And now, since you haven’t built me my Twitter Follow Diagnoser 2000 yet, please excuse me while I go empty my inbox.

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OK, here’s the favor. It’s a big one. For big hearts. Please help. » link to Logic+Emotion: Pleas Help Us Help Daniela’s Family Please retweet.

– http://twitter.com/Armano/status/1101001664

I actually missed the first tweet but I saw a few retweets, so I scrolled back to find it. Daniela’s story is — very tragically — not a unique or even particularly original one. She’s a Romanian immigrant and now single mom with three kids, the youngest of which has Downs Syndrome, who recently divorced her husband after suffering years of physical abuse. The family is now homeless after her ex-husband started drinking heavily and lost his job, and David and his wife Belinda have taken them in temporarily.

David’s request was simple: use ChipIn (and PayPal) to ask everyone he knew to contribute. The goal was to reach $5,000 to help Daniela get an apartment and start a new life. That would be a fairly audacious goal in the traditional offline world, especially in the midst of a recession and surrounded by so much online scamming, but it’s no match for the power of trust.

I’ve never met David in person. Other than following him through Twitter and having a few mutual contacts through Critical Mass, I don’t know him from Adam (as the saying goes). But I trust him far more than other virtual strangers because of the social proprioception created by Twitter and his blog and this crazy world of social media. There was no doubt in my mind that the story of Daniela was legitimate and that the money was really going directly to help someone in need. Maybe we shouldn’t be as trusting of people we don’t know — and maybe that’s part of what makes the Twitter community so vulnerable to phishing attacks — but a handful of retweets later and we raised over $7,000 in less than two hours for a family none of us knew personally.

I’ll repeat that for emphasis: we raised $7,000 in less than two hours for a family none of us knew personally.

Coming on the heels of the incredible #HoHoTO event that raised $25,000 for the Daily Bread Food Bank, I’m blown away by the generosity and willingness to help those less fortunate. Thank you to everyone who donated and listened to me tweet about it for hours, and to @armano, of course, for giving us a chance to shine. He snuck away from watching the donations to briefly record a heartfelt video thanks:

UPDATE: as of 2:10am, we’ve raised $9,422.17, which is 188% of the target. Joey talks about the spirit in his Help Daniela! post.

UPDATE: as of 3:19pm the next day, we’ve raised an incredible $12,883.60, which is 257% of the target. David has a great post up about Neighbors + Neighborhoods (or Neighbours + Neighbourhoods as I would spell it , as well as some coverage from Beth’s Blog (the best source of info for non-profits and social media on the web), Content Matters, Laurel Papworth, Servant of Chaos,  and others. Here’s the ChipIn widget that should always show an updated total:

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Myrmecology (from Greek: μύρμεξ, myrmex, “ant”; and λόγος, logos, “knowledge”) is the scientific study of ants, a branch of entomology. Ants are often chosen as a study group to answer questions on the evolution of social systems.

I was introduced to myrmecology while doing a little research for this post, prompted by a post-convo conversation with Corey Reid (FreshBooks), Michele Perras (OCAD MEIC and lots of others), and Patrick Keenan (The Movement). Corey got me started down this path with a comment that ants find food sources in the same way that collaborative societies find information, which immediately made me think of Twitter. Stick with me for a brief myrmecological detour before I bring it back around for your moment of zen.

A Brief Explanation of Ant Trail Pheromones, or Any Excuse to Show Off My Newly Acquired Ant Knowledge

Like many insects, ants release pheromones as a means of communicating with other members of their colony. Just like that awkward moment in the fancy staffed bathroom when you’re offered a spritz of cologne, they have a number of different chemical scents they can lay down depending on the job at hand. We’re particularly interested in the ‘Trail Pheromone’ that some species use to signal a path to food, but their olfactory arsenal is also well equipped with smell bombs for alerting their colony mates to danger and for luring them into producing lots and lots of baby ants.

The best explanation I could find of trail pheromones was on the MUTE Sourceforge site, a project to create a simple, anonymous file sharing network that uses ant-inspired behaviour to route messages. Their explanation goes into more detail than I need here, so take a look at their How Ants Find Food page if I’ve peeked your Formicidae curiosity beyond cursory levels or follow along below if you just want to get to the good stuff. Also, for those of you who are sticklers for species accurate posts, note that this applies to species of ants who use pheromones for navigation, rather than crazy things like the earth’s magnetic field or visual landmarks (for real).

I’m going to tell this story by relating the parable of the Four Crazy Ant Brothers, Adam, Bob, Carl, and Doug.

Four ants set out from The Nest in search of Food

One day, the foursome were sippin’ some fine vine dew at The Nest when they began to feel quite hungry. Being ants and all, they set out in random directions in search of food. Lucky Adam Ant is the first to stumble across the stash of Johnny’s Hamburgers.

Adam finds Food while his brothers continue to wander

Being conscientious ants and all, they made sure to lay down a trail of pheromones as they wandered, making it easy to backtrack when they hit the jackpot. Adam grabs a tasty, tasty piece of burger and makes for The Nest while his brothers continue to wander aimlessly.

Bob finds the same Food while Doug retraces Adam's steps

Adam finds no one at The Nest so he drops off his bite and heads back out on his trail to get more. Doug happily finds Adam’s trail, which is now three times as strong as his own, so he takes a left and starts following along, sure that he’s on the trail of juicy burgers. Meanwhile, Bob happens across the stash from the other side and makes like a bandit, carting a chunk-o-burger homebound along his own trail. Carl has encountered Doug’s trail and since he hasn’t found any food yet either, figures he might as well follow along.

Carl makes a wrong turn while Bob continues to wander

Bob’s route is much longer than Adam’s, so he’s still of wandering in the hinterlands with his rapidly cooling burger bite. Adam and Doug are on the Highway to Happiness, making off with delicious morsels as quickly as they can carry them and strengthening the trail with every pass. Clueless Carl, having run into Adam’s strong trail, decides to take a right and heads back to The Nest empty-pincered.

The Four Brothers are reunited in their quest

In the last instalment of our tasty tale, Bob finally makes it home only to find a much stronger trail heading off in the other direction. Happy to abandon his thankless trek, he joins in with the rest of the crew. Carl makes it back to The Nest and realizes his mistake, so he turns tail and makes off in the opposite direction. The Four Brothers are now a ruthless hamburger fetching machine, having optimized on the shortest route to Johnny’s and quickly making off with some poor sap’s lunch.

Bringing it Back to Twitter

So, you’re surely wondering, how could this possibly relate to Twitter? Think about the behaviour of your Twitter network.

Twitter is the Shortest Path to Food

We all go out into the ‘net looking for interesting content, sometimes even wandering at random in the pursuit of the next data hit. When we used to stumble upon (or even StumbleUpon) a tasty morsel, we put the URL into places like del.icio.us or IM or email: all long and asynchronous ‘Bob’ routes when it comes to information sharing. Now that our brains are connected to the firehose directly, we pop into our Twitter client of choice and create a quick, immediate, synchronous, ‘Adam’ route to the information. If this is the first time our friends have seen it, they follow the trail and check it out for themselves, retweeting the link if the food is to their liking. The trail gets stronger with each retweet, eventually earning a hashtag, hitting the trending topics list, and possibly (albeit briefly) becoming the strongest scent on Twitter. The colony establishes the most direct route to the information and digests it until there’s nothing left, moving on when a new stash is found.

I’m not entirely sure what we can learn from this in a bigger picture sense. Is there a way to use this new model to influence the behaviour of the rest of the colony? Are there shorter routes that could be mapped to tasty food? Leave your thoughts below.

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