Twitter has just launched a new timeline that some say changes the unique nature of the social media network with the 140-character limit and the chronological order timeline.
Twitter has developed an algorithm that finds tweets users missed while they were away but may probably find interesting and important. Remaining Tweets are still displayed directly underneath the “while you were away” in reverse chronological order, as previously. You may have noticed the “best tweets” feature, not yet available to all users, above your regular timeline.
Marketing and PR pros and most Twitter users initially greeted the news with dismay and criticism. Twitter, they feared, was transforming from a chronological feed where everyone enjoyed the same opportunity to a Facebook-like, algorithm that favors certain major players – a black box formula that no one understands. In other words, Twitter was giving up being Twitter. Fearing a “Facebookification” of Twitter, users circulated the hashtag #RIPTwitter. Alarm subsided somewhat after traditionalists realized the conventional timeline will remain and that they could turn off the new feature.
The “while you were away” feature addresses Twitter’s inherent problem of users feeling overwhelmed by a constant firehose-like flow of tweets. With the new timeline, new users will find topics and other users that interest them more easily, although veteran users will see less benefit, notes the Social Marketers.
The Impact for Marketing & PR
According to Twitter, the new feature enables brands with quality content to reach a wider and more engaged audience. Brands that create quality content have always performed well on the network, it says.
Twitter maintains that marketers have praised the new update. “This upcoming change seems to be beneficial for both consumers and marketers as the best content — including organic branded content — rises to the top, increasing both relevance and likelihood of engagement,” 360i CEO Sarah Hofstetter told Twitter.
Actually, marketing and PR pros have expressed mixed feelings about the algorithm-based timeline. Although users may see more relevant content, brands may struggle to break into their streams, says InkHouse Senior Account Executive Danielle Laurion. At least marketers have a reasonable chance to be seen in the standard timeline. Only a fraction of followers may see a brand’s tweet in the timeline.
“We still don’t know how the Twitter algorithm will determine what appears and what doesn’t, but PR and social media professionals need to start strategizing,” Laurion says.
PR may need to stress more breaking news and consider more paid campaigns to gain traction on Twitter.
“As PR professionals, our goal is to ensure content pops and gets more engagement on Twitter. Soon, we might also have to make sure it even gets into users’ timeline,” she says.
Deciphering the Twitter Algorithm
Marketers are already trying to decode Twitter’s algorithm. Michelle Haq, a Twitter product manager, told Fast Company that the new timeline will show tweets related to the user’s interests and tweets that win more retweets and likes.
“The algorithm will likely favor content with higher engagement so could slightly help established brands who can use larger audiences or promoted spend to give their content a head start,” Carat’s global digital partner Jerry Daykin told the Drum. “Contrary to popular belief, Facebook’s own algorithm shows brand content to more people than would see it in a purely live timeline.”
Bottom Line: Marketing and PR pros are trying to comprehend how Twitter’s new timeline will impact them and their clients. Savvy marketers understand that ultimately success on the social media network depends most on delivering relevant, quality content.
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.
