What Brands Need to Know about the New Twitter Timeline
Recent changes to what Twitter users see in their timelines have aroused controversy among some people and enthusiasm among others. In addition to showing tweets and retweets from accounts a person follows, the timeline will now show other “popular and relevant” posts Twitter thinks users will enjoy.
The new Twitter timeline
Whether you like it or not, Twitter just took another step toward mimicking social media giant Facebook: Twitter has implemented a timeline feature that will show tweets you may (or may not) care to see.
According to the site’s very own definition of the Twitter timeline: “Additionally, when we identify a Tweet, an account to follow, or other content that’s popular or relevant, we may add it to your timeline. This means you will sometimes see Tweets from accounts you don’t follow. We select each Tweet using a variety of signals, including how popular it is and how people in your network are interacting with it. Our goal is to make your home timeline even more relevant and interesting.”
The rub for most people is bigger than the timeline itself. Rather, it signals a transition from total to partial user customization.
As one writer says, “Until now, Twitter has always been a place where you could rely on seeing only what you wanted to see, retweets and sponsored tweets aside.” Now, however, there is a much greater possibility that superfluous content will pepper your newsfeed more frequently.
What brands need to know
While the response has been mixed, Twitter’s move is certainly an important piece of news when you regard it in light of marketing and brand exposure. What can your brand learn from this news and how will it affect the social media arena as a whole?
Appease your investors. This is simply an assumption, but Twitter investors have to be slightly worried about the site’s ability to stay relevant with marketers and brands. While the site does allow sponsored tweets and advertisements, it is somewhat difficult for the company to control the flow of information. Twitter doesn’t appear to be in trouble, but investors always prefer that a company retains control over its products and services. This may be an attempt to appease investors and assure them that they have a strategy in place for accomplishing this.
Quality trumps. If your business uses Twitter as a marketing tool, the need to develop engaging, humorous, and effective tweets has become that much more essential. According to Martin Beck, “Twitter already rewards the savvy, the funny, and the timely; now with more serendipity in the mix, that bias should be amplified.”
Invest in Internet marketing. Internet marketing — and social media marketing in particular — is more important than ever. As can be seen by frequent changes in search engine algorithms, social media rules, and Internet ad regulations, your total focus is required. That means outsourcing other areas of your business — such as HR and payroll — may be necessary to stay on top of issues such as marketing.
As FrankCrum puts it, “Your time is too important to your small business for you to be weighed down with the mundane tasks of processing payroll, filing state and local taxes, and managing employee benefits.”
Timeliness is key. Twitter’s new adjustment reinforces the idea that timeliness is the most important aspect of social media engagement. Users are looking for information that matters in the moment, not stuff that’s old news. Brands need to develop strategies to capitalize on this.
Times are changing
The times are changing … and so should your brand’s strategy. While Twitter’s new timeline may seem insignificant, it is indicative of much larger developments. Make sure your company is poised for success by listening up and watching for new opportunities.
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