Keys Quits Twitter

There’s no questioning the value that Twitter can have on your social media stock, and if you’re still questioning the value of a high social media stock, well, perhaps you’re in the wrong industry. Or decade.

But what if writing status updates brings the status of your sanity into question? What if your thoughts on the #Occupy movement begin to occupy more time than your family? What if 140-characters start to define your character entirely? This is exactly how Reuters’ Deputy Social Media Editor Matthew Keys began to feel, and as a result, the man with nearly 13,000 followers is leaving the blue bird behind.

It’s not that Keys doesn’t find Twitter to be effective. Indeed, out of sheer necessity Keys will still be tweeting on behalf of Reuters’ accounts in order to keep his job. However, the social media maestro felt his actual quality of life had decreased as a result of Twitter. He had literally become addicted.

“I think it was something I obsessed over,” Keys told Adweek.  “Pixels and screen names became people to me. That’s not good. If you work in news, Twitter is where the action is. It doesn’t stop. I got sucked into that. I loved it. I still love it. But at some point you have to take a break. I’ve probably gotten better sleep over the past week than I have in the past four years.”

Like anything you truly love, however, Twitter wasn’t easy to give up.

“Taking a break from Twitter is sort of like taking a break from a relationship. When you take a break from someone, the first couple of days, you want to pick up the phone and call them. For me, the first few days, I wanted to log on to Twitter and see what people were saying. But it’s like any addiction—time makes letting go of things a bit easier.”

It’s an interesting take, but also advice in disguise. In one sense, Twitter is a great, direct way to interact with friends, clients, and whoever else wants to hear your invaluable opinion. In another, it’s a depersonalizing, inanimate means of communication that if not treated with moderation and awareness, can sort of tend to take over.  Keys certainly is not advising anyone to stop tweeting, but for some, maybe it’s time to hear what some real birds sound like.

Have you ever felt as though Twitter has started take over your life?

  • Daniella Gullo

    I don’t think I could or would ever quit twitter. Many of the conversations I stumble upon and leverage for client profiles are found through my own social channel (and sometimes vice versa). I think if I disconnected I would feel stunted in my ability to effectively manage a brands social media channel.

  • ProducerMatthew

    “But what if writing status updates brings the status of your sanity into question?”I hope my sanity is still intact…

  • Oscar

    He is working on the next big thing, the Davis Wiki.

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