It is a world in which individuals are given a digital platform to crow about their achievements, and where companies like Coca-Cola, Starbucks and indeed my local Londis ?maintain a brand profile? and let everyone know that they?ve got an offer on Kettle Chips.
Tweeting, however, is mostly a way for users to share innermost thoughts, which are usually quite dull, and quotidian activities, which are even duller. But dull is perfectly acceptable.
What is not acceptable is bitchiness. That?s not to say it doesn?t happen. Celebrity Twitter spats are commonplace, and, of course, addictively enjoyable, assuming you are up to speed with the melo-dramatis personae.
There have been high-profile ding-dongs between X Factor mentor Cheryl Cole and her former prot?g?e on the programme, Cher Lloyd; between the singer Lily Allen and broadcaster Piers Morgan. Lord Sugar and Tulisa have had a right go at each other; ditto One Direction?s Zayn Malik and The Wanted?s Max George.
Twitter has 500 million registered users generating more than 340 million tweets a day. The Pope tweets, as does Barack Obama and the United Nations. There are numerous spoofs that add to the gaiety of the Twitterverse. Elizabeth Windsor @Queen_UK this week tweeted: ?Looks like clothing chain Republic is set for administration. Not surprised. We aren?t fond of Republics.?
The Twitter account @ KimKierkegaard melds the philosophy of the Danish thinker with the inanities of reality TV star Kim Kardashian, with gems such as: ?I am weak, melancholy, soul-sick, profoundly a failure in many ways. But one thing was given to me. I?m down 6lbs!!! Yay best feeling.?
For the rest of us, it?s fine to tweet about being stuck in traffic, watching television, necking back the cooking wine or any other sad-sack pursuit. And it?s commendable to draw attention to a favourite charitable cause. But it is entirely non-U to diss (a much-loved Twitter term, as every vowel counts) enemies, frenemies, ex-lovers and fellow members of the House of Commons.
The Speaker?s garrulous wife, Sally Bercow, is notorious for tweeting her opinions; so much so that she is being sued for up to ?50,000 in damages by Lord McAlpine after writing allegedly libellous remarks that linked him to false child sex abuse claims.
So should our elected representatives and their kin steer well clear of Twitter? Absolutely not, says Britain?s top PR guru Mark Borkowski.
He compares its use to getting behind the wheel of a lorry without a licence or training, and points out that, while MPs should harness it as a way to reach their constituents, they must grasp that such a medium should be treated with caution.
?I find it staggering that there have been so many hugely public failures on Twitter,? says Borkowski. ?Twitter synthesises thoughts into brutal simplicities, and its misuse shows how disconnected our hubristic politicians are.
?Twitter is an extended water-cooler moment, and people gather around to listen, but MPs need to understand and respect its power as a communication tool. They should never tweet anything about someone that they wouldn?t say to their face.?
Are you listening, Keith? Time to cross the House for a grovelling apology. And if Theresa reports it all on Twitter, you can hardly complain about mis-tweetment.
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