Social Media: Measure, Monitor and Mean It
Highlights and suggestions from Burson-Marsteller's Global Social Media Check-up.
Popular microblogging site Twitter is about to get a Facebook-like facelift, according to Mashable. On Tuesday, Twitter CEO Evan Williams announced changes to the Twitter website that the company hopes will keep users more engaged on its site by integrating multimedia capabilities previously offered by third-party applications like TweetDeck, Seesmic and TWhirl. As Alex Madrigal of The Atlantic sums it up:
Twitter wants to keep you on Twitter.com and the redesign seems shaped around that goal.
Twitter users who had relied on these third-party apps will now be able to post images, video and other content directly to their accounts, rather than having to leave the site, and an under-the-hood site architecture overhaul has been implemented to make the site faster and easier to use. Such moves should improve the user experience, keep Tweeters on the site longer and make the site more attractive to advertisers. I'm sure the company would also like to fix its recent user-retention problems, too.
As a tool for business communication and marketing, though, its essential service remains the same: express yourself in 140 characters or less. All the new features won't amount to much if your business doesn't have a firm grasp on the service's potential and how it can be used to your advantage.
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