About two years ago I talked about Twitter in a seminar for the first time. There was this grumpy guy in the back of the room who sat with his arms folded the whole time. At the end of the presentation he asked "Why do I care what someone ate for lunch?"

Everyone laughed.

I saw a version of that guy at seminars and conferences a lot for the next 18 months.

About twelve months ago people stopped laughing when he asked that question.

About six months ago he started mumbling a little when he asked the question.

And then he disappeared.

A lot changed over the last 18 months in the way we communicate, both socially and professionally. According to a recent Forrester Report one third of us now update our status... telling our friends or followers what we are doing in real time on social networks like Twitter and Facebook. We provide a snapshot of what we're doing, what we think, who we are talking to, and what we care about. Why does this matter to us as marketers?

Well, first have real time access to just about any demographic we care to learn about.

What do working moms in Pittsburgh care about right now? What do CTOs in Chicago worry about? What technology do hospital CEOs rely on? Dig into status updates and find out.

See, the great thing about status updates is that there is no reason for consumer to lie in them. Focus groups? You get lies. There is the guy that always agrees with the moderator. There is the woman who always disagrees. Phone surveys? Between getting dinner on the table and getting the kids to soccer the person on the other end of the line is going to say whatever she can to get off the phone.

But status updates? Well consumers are honest. There is no incentive to mislead. In fact the only way a user can get value out of posting status updates is if the updates are accurate.

Secondly, status updates give us marketers the chance to engage in real meaningful conversations with consumers. Somebody using your software, staying at your hotel or visiting your hospital? You can know when he is interacting with your brand and help to enhance the experience he has. Here's how to navigate to this screen, the gym is open till 10 pm or yes there are restrooms in the waiting room.

And if I'm a restaurant owner, pasta wholesaler or dentist, you better believe I care about what someone had for lunch.