Twitter's changes to the online and mobile versions of the microblogging site include a simplified design to make it easier to connect with others.
networking company Twitter announced a slew of changes to the online and mobile
versions of the microblogging site Dec. 8, including a simplified design to
make it easier to connect with others.
company also updated the TweetDeck desktop application to be consistent with
the new version. As more businesses-large enterprises, as well as small and
midsize firms-delve into the world of social media to help market their
products and sell their services, the Twitter redesign can help companies reach
their potential audience more quickly, as the site now offers greater
simplicity, thanks to four menu tabs, which are the same across mobile and
is not the only social media company looking for ways to offer more
functionality for business users. Both Facebook and Google+, Google's recently
released social networking site, offer companies different ways to brand and
advertise themselves online, while connecting to like-minded social networking
the homepage tab, photos, videos and conversations are embedded directly in tweets,
allowing businesses to offer visual details of products and special offers and
to spread viral marketing campaigns. The new Connect section is where
businesses can get in on the conversation by seeing who has followed or
mentioned the company, or who retweeted or favorited one of the tweets, giving
businesses insight into potentially untapped customers or enabling them to respond
to compliments (or criticisms).
Discover tab lets users tap into a stream of information that can be customized
just for a business based on current location, what you follow and what's
happening in the world. As Twitter use increases, Discover gets even better at
serving up more content that applies directly to the company's market and
interests through tracking people, organizations or brands. The Discover tab
also lets users search for contacts by name and import contacts from an email
updated profile section, the Me tab, puts businesses' interests front and center.
Direct messages allow users to send personal messages to followers and receive
personal messages from those being followed, which can help with personal
customer service issues or product questions. Customers can also see a gallery
of product images or marketing videos the company has recently shared.
Twitter has updated the Tweet tab to help send business messages out into the
world, and link to videos and news stories and more directly in tweets. Users
can tag their locations to send out information from trade shows or different
store locations to promote certain products or sales events, and businesses can
associate their tweets with trends and ideas by adding the hashtag symbol (#)
before a relevant phrase-for example, #appdevelopment. This way, when anyone
searches for that trend or phrase, the tweet-and the sender's business-is more
likely to appear in the results.
businesses are becoming more comfortable with social media marketing and are
using it more when engaging with customers, while also allocating more time to
social media marketing to engage their targets, according to a November report
from marketing specialist Constant Contact. A full 81 percent reported using
social media to market their businesses, up from 73 percent in the spring of
is quickly gaining ground as usage surged in the last six months, from 60
percent in spring 2011 to 76 percent in November. Effectiveness scores also
improved across certain key social media marketing channels in just six months,
with 60 percent of those using Twitter finding it effective for marketing their
business, up from 47 percent in spring 2011.
Nathan Eddy is Associate Editor, Midmarket, at eWEEK.com. Before joining eWEEK.com, Nate was a writer with ChannelWeb and he served as an editor at FierceMarkets. He is a graduate of the Medill School of Journalism at Northwestern University.