How Twitter changed my life and career forever

Twenty years ago this week, Twitter made its public debut. Like many new businesses, the real-time communication platform was a happy accident, a side product that became a sensation.

I owe Twitter a lot. It changed my life in many ways and if there had been no Twitter, I’m not sure there would be a Mark Schaefer writing blog posts and books and giving speeches and consulting all over the world. So, on this milestone anniversary, I thought I would tell you the story.

Hamthrax and beyond

When Twitter debuted, I hated it. I thought it was the dumbest thing I had ever seen. But I tried to stick with it because I had started my own consulting company and Twitter seemed to be the buzz.

And then I had my “a-ha moment.”

I was bored one night and playing around on the computer when I logged on to Twitter and clicked on the trending topic #NewFluName. I knew enough by this time to know that these topics represented the most popular real-time conversations in the world. Mildly curious, I clicked to see what was happening.

Remember when the pork industry was having a fit about the swine flu? It thought the name was hurting sales of “the other white meat” and asked the public to call it something else. So thousands of people from around the world were tweeting their contributions — HILARIOUS new names. Like…

• The Aporkalypse
• Porky’s Revenge
• This little piggy went to the bathroom
• Hog Flashes
• Porkenstein
• The Other White Flu
• Hamageddon
• … and my favorite, “Hamthrax”

Yes, it broke the monotony of my evening. But something more important happened. I was witnessing a real-time, global brainstorming session! It dawned on me that at no other time in the history of humanity could that conversation have taken place.

It was an awesome, inspiring moment. I began to think about the implications for business, for learning … for me. People sharing, connecting, teaching and entertaining each other in the moment, from every corner of the world. I had caught a glimpse of something revolutionary and wonderful.

Over the next several weeks, I witnessed Twitter serve as a powerful news source during the revolutionary activity in Iran. I made my first meaningful business connections. A torrent of links, humor, and insights came rushing at me every day as I learned to surround myself with thought-leaders, teachers, and innovators. I realized that Twitter was probably the most dynamic, interesting, and compelling educational tool I had ever seen.

So, I decided to write a book about it.

The Tao of Twitter

Like me, many people hated Twitter because it just seemed random and complex. I thought if they could see the human engine powering this tidal wave of ideas, they would have the same revelation that I had.

My goal was to write a small book that a person could read in 90 minutes and master Twitter.  But no traditional publisher was interested in small books, so I decided to self-publish. Of course, self-publishing is a well-established channel today, but in 2009 this was a revolutionary idea. As far as I know, The Tao of Twitter was the first self-published business book.

Since I self-published, I had a big advantage over traditionally published books. I could buy as many copies of the book as I wanted for about $1.25 per copy. So I ordered them in bulk and gave away hundreds of books. It was such a funny and human book that people loved it and, of course, spread the word all over social media.

Book sales started to climb due to the free publicity, and by the end of 2010, Tao of Twitter was the bestselling book on the subject, by far. It was translated into 12 languages and went through four upgraded editions.

This boost resulted in two more major life changes.

The publishers come running

The New York City publishers ignored my book idea but now that I had a bestselling book and an audience, they were knocking at my door. They wanted to buy the rights to The Tao of Twitter!

But I had a germ of an idea for a second book. The internet had lowered the barriers to publishing. I had just published a bestselling book without anyone else’s help. I was establishing a personal brand through my blog and podcast. The power in the world was shifting from ad agencies and media companies to bloggers and podcasters. Influence had been democratized but nobody seemed to realize it.

I proposed a book to McGraw-Hill that became Return on Influence, the world’s first book on influence marketing. Although nobody was using that term in 2012, I predicted a media revolution where creators would control content and brand marketing. Of course I was right, but this was a crazy idea back then.

The book became a sensation, and it lifted me onto the national stage with appearances in the New York Times, Wall Street Journal, CBS News, and more. Big companies and agencies wanted to know more and hired me to teach them about the future of influence.

None of this would have happened without Twitter and the Twitter book.

To the stage

The second thing that happened for my career is that the immense popularity of Tao of Twitter turned me into “The Twitter Guy.”

The good news was that I began to get bigger speaking engagements and larger audiences because everyone wanted to hear about Twitter. Today, Twitter is a social media afterthought unless you’re a reporter or an AI pundit, but at the time, it was the coolest platform on earth.

The bad news was that I was firmly and universally known as The Twitter Guy, and I had a hard time shaking this designation as my career and interests took off in other directions. I was bored with Twitter and ready to move on.

Eventually the Twitter frenzy died down, and I could write and speak about other things! But Twitter certainly helped launch my speaking career.

The legacy

It’s sad that Twitter (X) is a cesspool buried somewhere in the bowels of SpaceX, unloved and abused.

But in those early days, I felt like I was part of a revolution. Information was meant to be set free, and Twitter was the emancipator. Twitter fueled the Arab Spring, #MeToo, and was the source of just so much fun.

Happy birthday, Twitter. And thanks for the memories. I couldn’t have done it without you.

Need a keynote speaker? Mark Schaefer is the most trusted voice in marketing. Your conference guests will buzz about his insights long after your event! Mark is the author of some of the world’s bestselling marketing books, a college educator, and an advisor to many of the world’s largest brands. Contact Mark to have him bring a fun, meaningful, and memorable presentation to your company event or conference.

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