The National Post featured an article today, Twitter loses its glitter, commenting on the growing lacklustre performance from micro-messaging site, Twitter.

Yesterday, I finally dissected my dislike of the messaging service citing that the “masses will become bored with twittering that they’re bored”. Ultimately, it’s only a haven for the clutter-driven, idea-centric individual who leap at the opportunity it provides for thought-diarrhea.

The Post includes some critical evidence:

Nielsen Online published a post on Tuesday stating that 60% of the Twitterati do not revisit the site one month after signing up for the service.

“It’s not a totally user-friendly system,” said David Martin, vice-president of primary research at Nielsen Online, in a phone interview. “A lot of people don’t get it, and they might be compelled not to use it any more.”

Twitter is already losing its shine, as I predicted below. At its heart is an ineffective strategy marred by an inability to sustain user interest once novelty has worn off. Next will have to come marketing a recovery plan but how do we market differently a site driven by one feature — the 140 character personal life update. Add more? But then we’re moving away from its core competency. What made it different and novel in the first place.

The Post goes on to state:

In his report, Mr. Martin drew parallels between its rivals, MySpace and Facebook. “[When they] were emerging networks like Twitter is now, their retention rates were twice as high,” he noted. “When they went through their explosive growth phases, that retention only went up, and both sit at nearly 70% today.”

Again, I reinforce that social media is not the bad guy. Actually, neither is Twitter. I just cannot support it on a personal or business platform.

Offer me more and they’ll likely fall into the trap of becoming “Facebook-On-The-Go” (which already exists if you’re a smartphone user). Don’t change at all and they lose as retention plummets and the ‘next big craze’ is ready to turn the corner.

Alright, I confess, I have a Twitter account.

But in defense of this post, I can’t remember if I have ever posted anything on it or have logged in since its creation some time last year.

I’m not a twit AND I don’t think a twitter-vention will work on me.

Everyone who is not currently taking up residence under rock is hailing Twitter as the social networking craze of the moment. And I stress ‘the moment’ because I belong to the few (non-twitterers) that do not believe the Twitter phenomenon can last.

I am humble enough to admit that I could be wrong — anything is possible. But from a marketing perspective, I feel at the centre of the Twitter mandate is an inability to maintain longevity.

Most know that Twitter provides quick and easy text messaging in 140 characters or less. I like to refer to it as Facebook stripped down to only your status. A harsh criticism I’m sure.

I understand the case for it. It provides a seamless connectivity platform linking great, and not-so-great, minds to share ideas, words of wisdom, carve out the next craze even. It forces you to be brief and concise ultimately you must choose your words conscientiously. With these limits, all content should therefore be of the utmost quality. Except for the undeniable fact that we’ll also be updated with someone’s sandwich needs (you may know what I mean) amidst the statements of genius.

For me, the daily second-by-second minutiae of someone’s life integrated with supposed great minds further curtailed by advice from unverifiable sources makes Twitter a cluttered distraction.

Can I market myself on Twitter? Can my business? Will you be taken seriously if you do?

Ultimately, we should not miss out on the marketing opportunities social media offers but we can at least exercise discretion in choosing which avenues are the best and most fruitful.

My belief is that eventually that masses will become bored with twittering that they’re bored. Or, if they’re really smart, they’ll realize that what someone has to say is worth more than 140 characters.