• by Gavin O'Malley , Staff Writer @mp_gavin, September 22, 2009

While the virtue of Google’s search engine might have been instantly clear, there’s a 3-to-4 month lag time between people really “get” Twitter, and why they should care about it. So says John Battelle, founder and CEO, of premium ad network Federated Media. According to Battelle, people experiment with the micro-blogging service, then stop, then pick up where they left off several months later. Why? It often takes a friend “thanking” or mentioning them on Twitter, at which something clicks in the reptilian part of their brains, which says: “I want to connect.”