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Why the New Twitter May Benefit Businesses and Marketers Greatly

Does the New Twitter Provide Mass Appeal?

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This week, Twitter introduced a new redesign of Twitter.com with a two-pane format aimed at providing a richer user experience, and you can easily tell by looking at it that it does just that. 

Do you think the redesign will get more people using Twitter? Share your thoughts.

 

"Twitter has always been about getting a lot in a little," writes CEO Evan Williams. "The constraint of 140 characters drives conciseness and lets you quickly discover and share what’s happening. Yet, we’ve learned something since starting Twitter—life doesn’t always fit into 140 characters or less."

Twitter has partnered with Dailybooth, DeviantArt, Etsy, Flickr, Justin.TV, Kickstarter, Kiva, Photozou, Plixi, Twitgoo, TwitPic, Twitvid, USTREAM, Vimeo, Yfrog, and YouTube to make tweeted content more useful directly from Twitter.com itself. Users will have less reason to click away from the site.  

The first pane is essentially the single pane from today’s Twitter – the timeline. In the second pane, referred to as the "details pane", users will see additional info related to the author or subject of a tweet, when clicked. This pane will also display things like @replies, other tweets from that user, maps, videos, photos, etc. Users can click the @username to see profiles from the same page. 

Making Twitter more appealing to the mainstream means greater value for businesses and marketers.

Ex-Twitter engineer Alex Payne, who parted ways with the company after failing to see eye to eye with executives on the direction Twitter needed to go in, had some interesting things to say about the redesign. 

"While Twitter has been growing in mainstream significance and popularity, it hasn’t managed to adopt a strategy that clearly aims the company towards mass market success," he writes. "I think #newtwitter changes that, turning the site into a rich information discovery platform, if you’ll excuse the buzzword bingo. The new design is a pleasure to use, and encourages a kind of deep exploration of the data within Twitter that has previously only been exposed in bits and pieces by third-party applications. Browsing Twitter is now as rewarding as communicating with it."

"One of the striking things about #newtwitter is how clearly it’s designed to allow room for advertisements and promotions," adds Payne. "As an early employee who heard a lot of internal discussion about monetization strategies that eschewed the typical Silicon Valley ad play, Twitter’s accelerating turn towards that business model is, on some level, a little disappointing. But as a stockholder and someone who wants to see the company survive and succeed, it’s clearly the most pragmatic way for Twitter to capitalize on its substantial and growing network. Ads have their role in the wheel of commerce, and just as Google’s text ads are more palatable than most forms of advertising, Twitter’s approach could end up being eminently tolerable, even useful."

Search and the New Twitter

Danny Sullivan has a great article about the impact the Twitter redesign could have on search. This is obviously a key element for businesses to consider. Among his points:

1. The search box becomes more prominent. 
2. More filtering options
3. "Save this search" becomes more prominent
4. Infinite scrolling on search results
5. People and company results more clearly separated
6. Tweets Near You feature
7. Tweets with Links feature
8. Searches for retweets by others, retweets by you, and your tweets, retweeted

Danny provides a detailed analysis of all of these items.


How Will Users React Once its Rolled Out?

The changes will be rolling out over the next several weeks as a preview. During this period, users will be able to switch back and forth between the new design and the old one, though frankly I can’t see any advantage to using the old one. 

Redesigns typically get some amount of user backlash, and this will be probably fall in line with that tradition, but this particular redesign has some advantages. For one, many Twitter users are already using apps rather than Twitter.com anyway. Secondly, Twitter has left a lot of people wondering what the point of the service is. This has been a problem since it launched. This will help people understand its value more. 

Now, if Twitter could just get those Fail Whales under control

 

What do you think of the new Twitter? Tell us what you think.

Note: This article has been updated from its original form.

Why the New Twitter May Benefit Businesses and Marketers Greatly
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  • http://www.le-tour.co.uk/ Lisa

    I do believe that twitter can go much ahead and continue to customize its site with many added features. Twitter really rocks and its just only the beginning. Twitter will have great impact with mobile users.

  • http://www.infogurushop.com InfoGuruShop

    Twitter undisputedly leads in Real-Time! That is HUGE! Not even Google, Yahoo or MSN can claim instant real-time tweets or text social platform. It will take time for Twitter to advance its social or search features, should it choose to go head-to-head with Google, BING or Facebook. Does Twitter have the potential? Of course, 50 Million tweets plus per day cannot be ignored. I like the way Twitter remains quiet then strikes with partnerships, new features and increasing users.

    Imagine if Twitter created it’s own search engine and kept it’s tweets to itself? A powerful strategy.

  • Cormac

    … and yet I had to suffer 1 minute and 6 seconds of twee, folksy, advertising hot air for the video to actually get to the information relevant to their new easier, faster, and richer experience.

    Sorry, this comment relates more to that advertising style more than the new interface. Apple have a lot to answer for.

  • http://www.besttreatmentforrosacea.com Rosacea

    Some people may complain that 3rd party apps will now dry up, but Hootsuite still has its advantages. This is just going to make Twitter more popular and bring more people into the nest… making everything more interesting.

  • http://www.studiointeractive.net The Web Design Guy

    Wow, from the video, I really can’t wait for this to go live. Being able to click on a single post and see the last several posts from a user will allow us to gain more visitors and get more respect in the twitter world.

    Go twitter on the new update!!!!!

    J

  • Tony

    Whoever uses Twitter is a loser my friend. An exception is for Marketing but if you use Twitter for other than that, let me guess… Either weed is involved or you sure have some serious low self esteem problem to address which can’t be done on 140 characters. There is an article about this somewhere.

    So let’s recap.

    - If you are a marketer and use Twitter, you are pardoned
    - If you use Twitter for other thing than marketing, you sure need to start wearing a pair of cowboy boots to get you turned around.

  • Jeff

    I get nothing in new twitter. I am using IE7 and get an error loading page. I can’t tweet so I can’t report an issue. I click on switch back and nothing happens. Great upgrade fellas.

  • Trisha

    I have on several occasion tried to sign up for the twitter account, but it just gives me an error, or a blank page..

    So actually i cannot comment..

  • http://www.wahlinksonline.com wahlinksonline

    Marketing? Could be good, update looks good. But, I’ve never understood the need or want to “tweet” maybe i’m just old.

  • Rockman

    Latest gimmick pushed by developers and SEO charlatans to business as “YOU NEED THIS!!”

    Fact is 90% of tweets are pushed by less than 10% of users, dropoff is dramatic. Average guy does what I did, checked it out and wondered, “so this is Twitter?”

    Celebrities are paid to tweet (actually, their publicists are), CNN and Fox are paid for the mentions. Ever hear, “LeBron just Hotmailed that he’s leaning towards Miami” or “This just in, Yahoo email from Tom Cruise, ….”

    However, for teenagers who want to know what Justin Bieber had for breakfast or SEO hustlers convincing businesses that tweets (twits?) generate sales – huge! For real people (employed) Twitter is a non-entity.

  • http://www.write2profitonline.com/ Andy

    Only just heard about Twitter update/improvement. Can’t wait to see if Twitter’s finally decided what it really is – and is finally connected to the Marketing world in a free, user-friendly, really useful and exciting way..? I know Facebook’s not the same, but I bet they’re looking on with interest! Developments could get really fun, any time soon!

  • http://blog.henryalzamora.net Guest

    One thing I am sure all of us in twitterland wants is to have control over our old tweets. They definitely are a huge compendium of information and data. It should be for us as well or no? pretty useful for us once again, not just for them although that can be one of the main idea profit generation and we all know it. For example if i want to search for my 10,678 tweet (if they don’t get lost..shhhh) it will take my whole life to find it. They can use this then to place ads while people search for their tweet number 12,345,678,905 :)

  • http://www.mycashforums.com Guest

    great can’t wait for it to launch :)

  • Hemoriva

    Now the redesign would be much more effective as only 140 characters were not sufficient to express all your thoughts and you have to edited your total expression according to the character limit as well. Now, the expression would be broad enough to tell everybody what you want to say. Redesign would certainly change the whole loon n feel also to bring it more attractive.

  • http://www.txdashcovers.com Larry

    Twitter is so cool, but difficult for most people to understand expecially the age group I am in 45-60 Years old..I use twitter and still have not completely figured it out. It’s fun, but I am not sure how it can benefit myself or any business.

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  • Alex

    I’ve seen Twitter-driven sites that provide the same features exactly and more than the new Twitter. Twitter is just an overrated service that are still difficult to use for most of people, and the not-so-new design does not seem to help at all. I think author of the writer is not well informed about Twitter and related services.