The New, New Twitter and What It Means to You and Your Business

The new, new Twitter is upon us and while some of you already have access to it, others will have to wait up to three weeks. I’m not one to write about new features or products as they’re released. But I would like to take some time to review why this version of Twitter is important to you and your business.

Twitter has undergone nothing short of a complete redesign…again. The new experience offers a much needed simplification. After all, almost six years following its debut, one of the most common searches for “how do you use…” on Google, is still…Twitter. With over 200 million Tweets soaring across Twitter everyday, the service is now aspiring to become something your father or mother or even your “sister” can easily understand and use.

Unveiled through a tagline of “let’s fly,” the new, new Twitter centers around five distinct tabs, Home, Connect, Discover, Me, and Tweet. Each tab presents a dedicated page that presents a snapshot of important features tied to particular actions or interests.

Home: One of the most notable improvements is in the intuitiveness of the design. The format is also now consistent. What you see on Twitter.com for example is the same as the Twitter app on smartphones and Tablets.I should also mention that TweetDeck be viewed as a TwitterPro version and is also now available on the Web.

Now, you have access to what you need in a simple and functional layout.On the “Home” page, you will find your social stream of course in addition to trends, recommended people, DMs, etc.

@Connect: The Connect tab is where you can see who’s talking about you as well as who’s interacting with you or your Tweets. The tab offers two views, “Interactions” and “Mentions.” Under Interactions, you can view conversations and Retweets, who’s now following you, who favorited your Tweets, who added you to a list, and other activities related to you. Mentions is just that…Tweets mentioning your @ name.

#Discover: As Twitter so appropriately states, the Discover tab is where simplicity meets serendipity. I love that…it’s very true and also it is serendipity that makes the egosystem so personal, exciting and valuable at once. In the egosystem, everything literally revolves around you. Your experience on Twitter is defined by who you follow, who they follow, trends based on relationships, and the interactions you have as a result. These interactions are unique to you and that is true for each of us. What you see is not what I see and that keeps things exciting. The new Twitter framework ensures that discovery and also serendipity remains personal.

Get Embed with Twitter

Before we move on, I’d like to call attention to one additional update to the Twitter experience. With the new Twitter framework, certain elements become portable to websites, blogs and other web platforms. To begin, Twitter is now making Tweets officially embeddable. As you know, there’s more to any Tweet than 140 or less characters. There are experiences, conversations, and expressions behind each. Not only will visitors see the Tweet wherever it may be embedded, Tweets become living pieces of interactive media wherever they’re placed.

Yes, embedded Tweets are portable and fully functional. Visitors can Reply, Retweet, Favorite or Follow without leaving your page, simply by clicking the respective trigger on the Tweet itself.

Twitter also improved its Tweet and Follow buttons. The new #hashtag button tells visitors that there is a relevant conversation taking place on Twitter and allows them to follow or join in with just one click. The @mention button gives people a shortcut to easily Tweet you and any desired account.

Go here to design your custom Twitter buttons.

Brand Pages

If you’ve ever clicked on a Promoted Tweet, you were either sent to a custom landing page, a traditional website, or perhaps a Facebook brand page. With Twitter’s new brand pages, it hopes businesses will design Twitter experiences that keep you in Twitter. It also hopes to increase the value of its Promoted products overall by giving brands more control in how they market themselves to consumers.

Twitter’s Chief Revenue Officer Adam Bain recently shared that in his meetings with CMOs over the past year, the most recurring requests focused specifically on brandable pages. Like its bigger social siblings Google+ and Facebook, Twitter’s brand pages have officially taken flight. Enhanced profile pages as Twitter refers to them, give marketers the ability to shape the impressions of visitors while adhering to the brand style guide. Previously, businesses were confined to creative backgrounds and bios as well as their Tweets to define the brand experience. Now Twitter gives brands more control in how consumers view the company in Twitter…free of charge. And, Twitter removes outside advertising from each brand page.

For examples and perhaps to glean insights into best practices, Twitter launched with 21 advertising partners. You can view their enhanced profile pages by clicking each brand: @AmericanExpress, @BestBuy, @bing, @chevrolet, @CocaCola, @Dell, @DisneyPixar, @generalelectric, @Heineken, @HP, @intel, @JetBlue, @Kia, @McDonalds, @nikebasketball, @NYSE_Euronext, Paramount Pictures’ Mission: Impossible – @GhostProtocol, @pepsi, @Staples, @subwayfreshbuzz, and @VerizonWireless.

What does this mean for businesses specifically?

1. Businesses can host a branded experience for consumers in Twitter without forcing them outside of their preferred network

2. Brands can adhere to brand style guides to present a uniform color, typeface, presence, etc.

3. Guide the consumer experience with intentionally presented Tweets, media, and information.

4. Chart a new click path that starts with a Promoted Tweet and/or media to lead consumers on a more meaningful journey that can start and end in Twitter or continue outside of the information network. Much in the same way Facebook offers landing tabs, Twitter can offer a similar experience that changes based on the priorities of the brand.

5. Allow brands to present a more engageable profile where people follow companies because of the thoughtfulness that is invested in presentation and a meaningful Tweet stream. Brands are now measured not only by their actions, but also their words and content.

It’s now your turn. Are you ready to take flight on the new, new Twitter?

Connect with Brian Solis on Twitter | LinkedIn | Facebook | Google+

The End of Business as Usual: Rewire the way you work to succeed in the consumer revolution

Get it now at Amazon | Barnes and Noble | iTunes
___

ENGAGE!: The complete guide for businesses to build and measure success on the social web


___

Click here for your favorite infographics…now in 22 x 28 poster format!

Share
  • http://twitter.com/patiosocial Patio Social

    Great article Brian – one question. How will Twitter give access to brands for this new banner feature. Is it contingent on ad buys?    Sincerely, @patiosocial:twitter

  • Pingback: Twitter Tools by alizasherman - Pearltrees

  • http://www.brianfarello.com Brian Farello

    What a great article Brian. I have been a follower of yours for a while now and this article about the new Twitter is a prime example of the incredible content you provide your followers. I really like the new Twitter and am looking forward to seeing companies create brand pages and transition into strengthening their online presence with the new Twitter brand pages. I also recently wrote an article about my top 7 social media bloggers. I included you of course and you can check it out on my blog:

    http://brianfarello.com  

    I would love to hear your feedback. Look forward to reading your next post!

    -Brian

  • Pingback: The New, New Twitter and What It Means to You and Your Business – Brian Solis « Cyberqueen VA Solutions

  • Biggie

    sda kuud

  • Pingback: Twitter bringt neues Design, Unternehmensprofile und Embedded Tweets |

  • http://justessay.com/ custom essays

    Great one! really nice thanks!

  • http://www.socialbullets.com SEO Company

    Well i am desperately waiting for this new twitter look. Looks amazing. Really nice i must say.

  • http://www.searchandmore.co.uk Jason Walker

    If it ain’t broke, let’s fix it anyway vs progression in the light of competitors.

    At least they are trying!

  • http://essaychampions.com/ essay help

    Hi Brian, great break down thanks

  • http://dissertation-service.co.uk/ buy dissertation

    that is an amazing post! i really like it!

  • https://mymediainfo.com/solutions.html JarrodC

    I was pleasantly surprised with the redesign the other day when I signed into my Twitter account. I’m glad they got rid of the “activity” button as I didn’t think it was that great. Finally, this is a redesign I can get behind!

  • https://mymediainfo.com/solutions.html JarrodC

    I was pleasantly surprised with the redesign the other day when I signed into my Twitter account. I’m glad they got rid of the “activity” button as I didn’t think it was that great. Finally, this is a redesign I can get behind!

  • David

    Thanks for the insight, as an employee running my companies Social Media campaign I look forward to the  additional legroom given to me by the brand pages!

  • David

    Thanks for the insight, as an employee running my companies Social Media campaign I look forward to the  additional legroom given to me by the brand pages!

  • David

    Thanks for the insight, as an employee running my companies Social Media campaign I look forward to the  additional legroom given to me by the brand pages!

  • David

    Thanks for the insight, as an employee running my companies Social Media campaign I look forward to the  additional legroom given to me by the brand pages!

  • http://www.supremesoloads.com Mark McCulloch

    I feel its alot like when facebook started changing their layout I had only just got used to it the way it was then they go changing things and its the same with twitter I preferred it just how it was but then again I guess I will get used to it as it is now.

  • http://www.supremesoloads.com Mark McCulloch

    I feel its alot like when facebook started changing their layout I had only just got used to it the way it was then they go changing things and its the same with twitter I preferred it just how it was but then again I guess I will get used to it as it is now.

  • http://www.supremesoloads.com Mark McCulloch

    I feel its alot like when facebook started changing their layout I had only just got used to it the way it was then they go changing things and its the same with twitter I preferred it just how it was but then again I guess I will get used to it as it is now.

  • Pingback: Twitter vernieuwingen: handig voor bedrijven? | WellWatch

  • http://www.nuxnix.com nuxnix

    Brian, I think this is a helpful article and as you say, Tweetdeck as ‘pro twitter users and Twitter.Com for new twitter is a great way to put it. There is at least one other tiers of apps up above Pro I suppose things like CoTweet and HootSuite fit there.

    But new twitter has been a confusing user experience journey for ‘upgraders’ and it should have been better communicated and integrated. It still feels like loads of separate teams doing separate stuff. The iOS app changes make it feel like a website not a native mobile app. The BlackBerry app has much more functionality including Lists which are so de-emphasised now elsewhere.

    Personally I think new twitter is something of a reset, and needs much more work to build it to the place where it needs to be and although I fully appreciate the challenges Twitter face they need to continue to innovate and need to do it faster.

    And third party developers should be exploiting these gaps better rather than doing me-too client apps.

    Angus

  • Pingback: Chronik, Technik, Freshness und anderes Neues – letzte Linkparade vor der Weihnachtspause › PR-Doktor. Das Blog

  • Pingback: The Brand-Influencer Relationship, Top 10 Facebook Apps and much more... | Best of the Week | Position² Blog

  • Pingback: Weekly Link Round Up – 12-16-11 | Social Media Marketing

ABOUT ME

Brian Solis is a digital analyst, anthropologist, and also a futurist. In his work at Altimeter Group, Solis studies the effects of disruptive technology on business and society. He is an avid keynote speaker and award-winning author who is globally recognized as one of the most prominent thought leaders in digital transformation.

His most recent book, What's the Future of Business: Changing the Way Businesses Create Experiences (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. In 2009, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.

Contact Brian

RECENT TWEETS

FLICKR FEED

  • Marketing by Brian Solis
  • Billy Corgan and Brian Solis
  • Brian Solis and Jodie O'Dell
  • Brian Solis

ARCHIVE