It’s hard to remember, but there was a time before email. Back then we didn’t give much thought to the symbol above the 2 on our keyboard. The @ symbol was seldom used, an alpha-numeric appendix – useful occasionally, but you could certainly live without it.
Email changed all that. The @ symbol is now an indespensible aspect of social media. If you use Twitter or email, you need the @ symbol. The @ symbol didn’t have some big marketing campaign or a national association of @ supporters. The @ symbol is succeeding merely by being there when someone needed it.
It’s easy to get caught up in complex marketing tactics, through-the-line strategic campaigns and integrated multi-media platforms. But sometimes the key to success, as Woody Allen famously said, “is just showingt up.”