what if the man behind the curtain was sending tweets?

at a concert long ago (at the fabulous forum, no less), the band decided to ask everyone to come on down to the floor and dance. everyone acquiesced (french for "danced"). a song or two later, the house lights came on. (the fire marshall didn't think it was as good of an idea for 15,000 people to be on the floor as we did.) seeing the band in raw light like that... it really killed the evening and changed the dynamics between audience and performer. suddenly, the band became just a couple other guys in jeans and t-shirts.

i was thinking about that this morning, as i read that serena williams is considering tweeting during a match at wimbledon and that ian poulter sent a tweet yesterday during the u.s. open. when it comes to a personal brand, though i know this is your basic blasphemy, i'm convinced there should be a little distance between audience and performer. that wall is part of what creates mystery and tension, makes the relationship interesting. it's great for brands to have a dialogue with its audience (and shame on you if you didn't before technology made it easy). just make sure that dialogue doesn't leave your brand feeling like just another guy in jeans.

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