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Category Archives: Twitter

Tag Archives: Twitter

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Twitter is making it easier than ever to find tweets

Twitter announced earlier this year that they are partnering with Google to bring Twitter content to Google’s search results. Now, users in the United States (using English) are able to see tweets in their search results in the Google app or on mobile Web with a desktop version coming soon.

Google and Twitter made the deal in February as a way for Google to have access to the nearly half-billion tweets daily and for Twitter to gain exposure and hopefully drive more traffic, and users, to the service.

Here is how it works. If you are interested in what is going on with a certain topic such as the series finale of Mad Men, a quick search on Google will pull up the most recent tweets. Or, similarly, you can search on a hashtag and that will bring up relevant news and Tweets about that topic. Examples of searches for Taylor Swift and #MadMen are pictured below. If you tap on a tweet, you will be taken directly to Twitter to view the content.

So, what does this mean for brands? Hopefully, more of an authentic way to connect with followers. So far, tweets are coming up fairly high in the search results, allowing brands to further showcase unpaid content to the audiences looking for them. One important thing to remember now that Twitter content will be more searchable, it will be more crucial than ever to engage with both position and negative interactions with users.

Read more from Alison Morra
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Why Twitter Changed its Homepage and What it Means for Brands

Believe it or not, 42% of B2B brands either have no account or are inactive on Twitter. Shocking, right? Especially considering that 83% of Fortune 500 companies have accounts and Twitter reported last week that it has more than 300 million active monthly users.

However, these B2B companies aren’t alone – only 19% of adults maintain an active Twitter account, which may seem high, until you find out that nearly 60% use Facebook on a regular basis. Additionally, Apple, arguably one of the most influential companies, has never tweeted, engaged with users or even uploaded a profile picture on their company profile on Twitter.

Ultimately, these companies are missing out. With so many users, Twitter successfully reaches most industry spheres. It’s no secret that Twitter has proven to be an effective, and free, way to engage with a targeted audience, obtain pertinent news (in real-time, no less) and convey your brand’s personality.

So how can Twitter convert these non-believers? They have decided to address this issue by getting fancy, starting with their homepage.

Up until a couple weeks ago, the Twitter homepage was quite barren, with a simple message prompting you to “Follow your interests,” by signing up for an account. Yet, it gave no glimpse into what was behind that login page, why the 300 million dedicated users continue to use Twitter on a regular basis.

Now things look a little different:

New Twitter Homepage

Instead of its formerly stagnant landing page (ironically on one of the most interactive sites that comes to mind), Twitter’s home page now features collections of topics that lead you to curated Twitter feeds for news ranging from celebrity chefs to technology to travel guides. Filled with newsworthy and visually appealing tweets from some of the top Twitter users, it is hard not to want to engage with and share what’s on these feeds.

However, you can only access this if you are not logged in to Twitter. These feeds are created to entice the non-user, to let them see what they are missing. As Twitter put it “… we’re making a big change for the many millions of people who visit every month who don’t log in but still want to know what’s happening.”

Twitter knows its strengths and is hoping that by giving non-users a little tease of what they could be a part of, their active user numbers will grow.

Time will tell whether or not this will effectively convince the account-less B2B brands to join the Twittersphere, but it serves as a reminder that valuable opportunities can be unlocked by signing up.

Read more from Linnea DiPillo
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Up your pitching game with Twitter’s new DM feature

Last week, Twitter introduced a new feature that allows people to receive direct messages (DMs) from any user, whether they follow them or not.

Many people who appreciate the privacy features of Twitter are happy to hear that this is an opt-in feature. In other words, the setting to receive DMs from anyone will be turned off by default, so users won’t receive messages from strangers unless they decide to change their settings.

However, as cold calls become a thing of the past and journalist email inboxes continue to overflow with misdirected pitches, we have to imagine there are a good number of reporters who will open up their Twitter profiles to being contacted through DM.

We already know many reporters who prefer to be contacted via DM. For instance, Farhad Manjoo of The New York Times (@fmanjoo) says right in his Twitter bio: “I prefer DM PR pitches.” And Roberto Baldwin of Engadget (@strngwys) has said that “the people in PR that are doing a good job actually do pitch me via DM on Twitter now.”

So for those journalists who choose to open themselves up to receiving pitches from anyone and everyone, here are some best practices for getting their attention without stepping on any Twitter toes:

1. Build relationships first

If you don’t already have a relationship with a reporter, you are essentially cold calling with just 140 characters. Unless you catch them with the perfect topic at the perfect moment, this likely isn’t going to work.

Before you pitch a reporter via DM, work on building a relationship with them first. As my colleague Samantha McGarry points out, “Reporters are people too…So get in there with some chitchat about common interests, opinions, the weather, the Red Sox, whatever. Have a dialog. Relate to each other. Make a connection.”

A great way to start is by simply monitoring what they are tweeting about. What current events are they talking about, what are they retweeting, what personal anecdotes are they sharing? You can tweet at them with a link to an article they may be interested in, or tag them in a tweet so they see it. If you haven’t worked together before, this will put you on their radar and leave a lasting impression for when you do eventually reach out.

2. Use DM selectively, otherwise it’ll just be spam

While email is still the preferred method of communications by journalists, according to this survey, many have complained time and again that it is impossible for them to sort through the hundreds of email pitches they get every day, many of which are misdirected and completely unrelated to their beat.

Enter DM. For now, pitching via DM is still novel to reporters. They see PR representatives who pitch via DM to be tech-savvy and on top of their game. That is, until everyone catches on and Twitter becomes yet another vehicle for journalists to be bombarded with irrelevant information.

Let’s be smart PR folks and not let this happen. Use Twitter to gauge a reporter’s interest, monitor what they are covering, and what conferences they are attending. And when the time feels right, shoot them a DM with a story idea that is so up their alley, they’ll be begging you for more information.

3. Move the conversation off Twitter

Trying to tell your story idea within 140 characters seems nearly impossible. The good thing about this is that it forces you to be concise and share only the most important details. Once you share your brief pitch with a journalist, ask for permission for a longer exchange and move the conversation over to email. Not only will this result in he or she keeping an eye out for your message (especially if your subject line references your Twitter conversation), but will also make them much more likely to respond.

Keeping these strategies in mind as you take your pitching to Twitter will not only show your value as a PR representative in the mind of a journalist, but may just land your client a story.

Read more from Kristen Raymaakers
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A Marketer’s Guide to Twitter’s New Periscope Live Streaming App

While Meerkat and Snapchat Stories and Discover features have fans buzzing, Twitter’s recently launched Periscope app is taking the live casting category by storm. So what is Periscope? According to Twitter’s blog post on the launch, Periscope is “a new app that lets you share and experience live video from your mobile phone”… but that doesn’t fully capture the new world this app delivers. While I wasn’t convinced I needed a live streaming app; once I checked it out for myself, it was easy to see the potential for more creative social sharing, news coverage and branding opportunities for marketers.

My first experience watching a live broadcast on Periscope came courtesy of Josh Constine of Tech Crunch and he had me hooked from the first minute to the last.

Josh

Josh livestreamed the capabilities and potential of Periscope, by asking followers “what should I do next?” Viewers of his livecast asked him to complete tasks in real time including; serenade a woman on the street, bark at a car, ask someone for directions to Central Park (poor guy on the street fell for it), give a girl a flower, buy a Coke and some Mentos at the grocery store (and make a lame volcano), climb a palm tree, interview a street performer, and many others. His energetic jaunt from task to task was hilarious and the entertainment value was non-stop.

For marketers, Periscope is particularly powerful as it provides a new avenue to interact with fans and adds another powerful dimension to your social strategy.

Now is the time for marketers to experiment and test out live broadcasting with Periscope and other apps like Meerkat, to gain first mover advantage with this growing and engaged audience.  My colleague Lee Glandorf shared her thoughts on Meerkat and some great ideas for how marketers can experiment with live broadcasting — you can check them out in her post: Meerkat: Everything You Need to Know About the Live Streaming Video App.

After reading all of this great info on live casting, you’re ready to jump in and try Periscope for yourself, right? Well here are a few final tips to get you started:

1) Be sure to check out other live broadcasts so you can get ideas for how you may want to use your Periscope. You can comment on the video in real-time, or simply tap the screen to give the broadcaster “hearts” to show you like the show.

2) Once you are ready to do your own broadcast, be sure you give it a descriptive title to tell your followers what you are doing

3) Select your privacy options; you can leave location or privacy on or off and /or post that your broadcast is starting to your Twitter followers or not

4) Start broadcast by tapping “start broadcast” and stop it by swiping the screen down.

5) You will see people “join” your broadcast and any comments on the bottom of the screen and your “hearts” will scroll on the right side of the screen.

6) To turn the camera around while broadcasting, just double tap the screen.

7) When you stop your broadcast Periscope will start to save it for replay broadcast. As it’s loading you will have the option to cancel the saved recording (if you prefer not to give access after) and will also have the option to save the video to your camera roll. Periscope also gives you the ability to shut comments off or save the broadcast with or without comments, so you can remove any unwanted troll talk from your saved video for re-broadcast.

8) Lastly because all marketers love metrics; after your broadcast airs you can see how many people joined, what percentage stayed engaged, who they were, and how many hearts you received.

Are you a Periscope fan? We would love to hear about your favorite live casts or best marketing use case examples.

Read more from Heather Bliss
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Does Twitter need a strategy refresh?

Last week, Gary Vaynerchuk, an entrepreneur and early Twitter investor, spoke at the Guardian Changing Media Summit in London and boldly stated that, “Twitter will die if it doesn’t fix its ‘noise’ problem.”

This noise is the stream of unsolicited information that is flooding users’ feeds with sponsored tweets from users that they do not already follow. So how can Twitter fix its noise problem and prevent itself from joining the ranks of social media “has beens” like Friendster and Myspace?

1. Dismiss irrelevant content: Allow users to identify suggested content that they are uninterested in. The current “dismiss” feature just removes that particular tweet from the user’s timeline, however, there should be an option to never see any recommended content from a particular Twitter feed in the future unless you decide to follow that user.

2. Tighter monitoring: No one appreciates troll accounts following them, favoriting content, or direct messaging them. Even worse, there are troll accounts set up to mimic companies’ pages, with a letter or two off in the spelling so that some users may not even realize at first glance that it is not the real company. Twitter should purge spam accounts more frequently and more thoroughly in order to maintain credibility.

3. Add new features: Keep the site fresh by frequently adding new features, and phase out those features that don’t take off or deter users. This is tricky because while you cannot please everyone, you can work to make the most active users happy. One way would be to invite users into the innovation process. The company could create a poll for users to regularly weigh in on the features that would be most useful to them, perhaps on a quarterly basis. The key will be to communicate what the results were and to make a splash when the new features chosen by users are up-and-running. This will in turn create buzz and make users feel like they are part of a greater Twitter community.

Ultimately, I think that Twitter is here to stay. There is already a strong user base of 288 million users including media outlets, businesses and even celebrities, on top of the “average Joe” users like me who have come to rely on the valuable content that we find on there each day. The key is to engage with users and not be afraid to change up the strategy often in order to keep the site relevant.

Read more from Christine Comey Lewis
Vector American Football Field, Ball, and Helmets

What PR Pros Can Learn from the NFL Playoffs

The National Football League (NFL) playoffs are one of the most popular (and watched) events of any calendar year. In fact, last year’s Super Bowl was the most-watched TV event in the United States. Ever. And while I’m not thinking much about the impact of PR when my New England Patriots are dismantling the Indianapolis Colts, I can’t help but wonder how the NFL playoff storylines relate to PR after the clock expires. While we could look at the playoffs in general, the story of one Peyton Manning provides the perfect test case for this latest exercise in relating mainstream topics to the science of public relations. Below are four insights that PR pros can take from the NFL playoffs. Apologies in advance to the Peyton Manning fans.

  • We all love stories about people

It’s true. It doesn’t matter if you’re addicted to the NFL or the Kardashians, we all love to hear about other people and their personal stories. This is one of the main reasons why People Magazine and US Weekly have combined circulations of more than 5.5 million. Sports Illustrated and ESPN Magazine have combined circulations of more than five million. These sports publications are newsstand staples not because they provide a recap of game that you have already seen 25 TV highlights for, but because they deliver insights into the personalities of the individuals making the plays. This has certainly been the case with Mr. Manning, who is receiving as much attention for his upcoming decision to play or retire next season as he is for his poor play a couple Sundays ago. As PR pros, it’s important to always remember that personal stories are often just as, if not more, important than the technology breakthrough, new product, funding announcement, etc. If you need a further proof point, just look at the majority of Forbes or Fortune profiles which more often than not focus on an individual to tell the company’s story.

  • Opinions can change in the blink of an eye

For Peyton, it was his own Denver fans booing as he ran off the field following another failed third-down conversion. These were the same fans that cheered for him so passionately when he shattered NFL records last season. We need to remember to constantly monitor how a company is perceived by key opinion leaders. A good product review six months ago does not guarantee identical results even with the same journalist this month. Much like it did for poor Peyton, the opinions of your core influencers can change at a moment’s notice. Stay in front of and try to control these perception shifts, and ensure that you have a plan in place for when the tide turns.

  • Social media is an early driver of opinions while traditional media reinforces these opinions with the facts

Twitter and Facebook are almost as fun to “watch” as the games themselves, with friends and strangers making comical, angry and insightful posts on the competition’s ups and downs. These posts often convey the sentiment that a number of people are feeling at any given moment. For Peyton, there were endless tweets (see below) mocking him to the tune of the Nationwide insurance jingle that he sings throughout a popular TV commercial. There were also several social media posts that highlighted Manning’s lackluster play in the post season. Following those posts, there have been endless articles on sites like ESPN.com and CNNSI.com all diving into the big data of sports statistics to prove that yes, Manning does struggle in the playoffs, speculating that age has possibly caught up with him and pontificating on his future in the league.

Peyton Manning Nationwide jingle

This all reinforces the need to drive influence and opinion on social media while using it to direct partners, analysts, customers, prospects, etc. to other sources of content that provide not only additional information but often hard data (think surveys, industry stats, etc.) that back up and reinforce what they are reading on social media.

  • New storylines take over and you get a fresh start (almost)

The good news for Peyton and the rest of us is that another story always comes along. No one will be talking about his poor play or age at the Super Bowl in two weeks. Even his retirement decision will likely be a blip on the NFL interests radar screen. However, when he does actually make his decision to play or retire, then the older stories will be recycled. In the PR industry, we know that the past, particularly the not-so-pleasant past, can often come back from the dead. For instance, when a company that once filed chapter 11 or dealt with a compliance scandal announces its profitability, there is little doubt that those profitability stories will rehash some of the previous negative news items. We need to do our best as PR professionals to keep the media looking forward to what the positive news means for the future of the company, its customers, the local economy, etc. The past is impossible to bury, but making it clear that it has no relevance on what’s to come can help keep everyone focused on the right messages. While most public relations case studies on the NFL focus on crisis communications, the storylines coming out of the playoffs provide good reminders on the core elements of many successful PR programs.

I’m quite certain there are even more synergies between the NFL and PR, and I’ll be sure to give it some more thought…after the Patriots Super Bowl game.

Read more from Keith Giannini
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The Six Most Attention Grabbing Hashtags of 2014

Hashtags. You see them in almost every form of communication these days. Your friend from high school tweets that it was #legday at the gym and your cousin posts about their #blessed weekend. Jimmy Fallon even has an ongoing skit where he and the guest on his show that night talk exclusively in hashtags. In fact, you can barely watch a TV show without being shown its hashtag encouraging viewers to join the conversation (thank you #PeterPanLive). If you’re trying to be cute about not really apologizing, #sorrynotsorry is a good one, but it’s not all snark like at Thanksgiving, when we are all #thankful.

So what were the most attention grabbing hashtags of 2014? These are my picks:

  1. #ALSIceBucketChallenge – This summer the #ALSIceBucketChallenge was inspired by Pete Frates, former baseball captain at Boston College. Pete Frates was diagnosed with ALS. The challenge consisted of individuals dumping ice water over their heads to support ALS and then challenging other friends to do the same or donate (or do both!). First it was just everyone’s friends and family taking part in the challenge and then quickly got the attention of Hollywood: Ben AffleckJennifer Aniston, Leonardo Dicaprio, and Neil Patrick Harris to name a few (those are really just a few, so many celebrities took the challenge!). To date, the #ALSIceBucketChallenge has raised more than $100 million for ALC research. In fact, Cathy Corwin recently included the ALS Ice Bucket Challenge in her #breaktheinternet post.
  2. #Sochi – The Winter Olympics were held in Sochi, Russia this year and seemed as if the conversation around the games started before the games actually started. There was controversy around the 51 billion dollar price tag and concern that the city would even be ready for the games. Then, the stories of the poor accommodations of journalists came pouring in and another hashtag was created – #SochiProblems. That hashtag took off so fast that an account for @SochiProblems was quickly set up. Once the games started, people couldn’t stop talking about Bob Costas’ pink eye and the dangerous courses plaguing the athletes. All in all, the games went smoothly but social media sure had fun following the drama.
  3. #BringBackOurGirls – At a UNESCO event on April 23 Dr. Oby Ezekwesili, the vice president of the World Bank for Africa, gave a speech for the opening ceremony honoring the Nigerian city of Port Harcourt as the 2014 World Book Capital City. In her speech, she mentioned the recent kidnapping of over 200 school-age girls, issuing the call to “bring back our daughters.” A Nigerian lawyer named Ibrahim M Abdullahi was watching the streamed speech in Abuja (the nation’s capital), and phrased Dr. Ezekwesili’s emotive words on Twitter using the hashtags #BringBackOurDaughters and #BringBackOurGirls. He unknowingly sparked an online social activism campaign that was top news story across the world. Soon, the likes of Michelle Obama, Mary J. Blige, Amy Poehler, and Hillary Clinton were joining the conversation but voicing their support. The social movement was called a lesson in Twitter activism.
  4. #RIPRobinWilliams – Towards the end of the summer, beloved actor Robin Williams passed away at the age of 63. As soon as the news was announced via social media, Twitter, Facebook and Instagram were flooded with quotes and images from his great films (Mrs. Doubtfire anyone?). Disney posted a tribute to their Facebook page and it took off like wildfire. They also scheduled viewings of Aladdin on their channel with the tribute at the end. There was also much social conversation around the matter of his death but we’d rather keep this mention a positive one.
  5. #MH370 – In March, Malaysian Airlines Flight 370 departing from Kuala Lumpur and scheduled to arrive in Beijing disappeared into mid-air. Literally. Air traffic control received the aircraft’s last message when it was over the South China Sea, less than an hour after takeoff and hasn’t been heard from since. Social media took off with theories of what could have happened (my personal favorite was one that connected the disappearance to LOST, the classic ABC drama). Even Courtney Love was making her theories heard, offering herself up as an expert. To date, the plane is still missing.
  6. #Ferguson – In August, an unarmed teen named Michael Brown was shot by Officer Darren Wilson in Ferguson, MI. It soon sparked a fire on traditional and especially social media. As Brown was an unarmed, black teenager and Office Darren Wilson (whose name wasn’t released to the public for quite some time) was white, a race war was ignited. Protesters and people who just wanted to get the story were following and engaging with the #Ferguson hashtag. Many of the speculations around what really happened, who saw what, played out via social media as it usually does with this type of news. On the evening of November 24, it was announced that Officer Wilson would not be indicted for the murder of Michael Brown which only ignited the fire more both on the streets of Ferguson (and other large U.S. cities) and on social media.

So there you have it, 2014 as told by a handful of the year’s most attention grabbing hashtags (for more about the top hashtags and happenings of 2014, check out this blog from Twitter). I for one am looking forward to see what conversations gain traction in 2015. #SeeYouLater2014

Read more from Kristen Zemeitus
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#ShopSmall, #SmallBizSat – another win for Small Business Saturday – and for social media

Black Friday is played out – these days, it’s all about Small Business Saturday. Started in 2010 as a counterpart to Black Friday and Cyber Monday, Small Business Saturday encourages shoppers to patronize brick and mortar businesses in their community and invest in the local economy. Even those fatigued with the hyper-consumerism often associated with the holiday season can get behind supporting the local businesses in their community.

However, it can tough for small businesses to compete with national corporations with substantial advertising budgets and wide reach online and off, especially around the holidays. That’s where social media has proven to be particularly impactful in recent years. For smaller enterprises, social channels provide an accessible, affordable and engaging platform through which to spread the word about promotions and interact with members of the surrounding community. The official social media presence of Small Business Saturday – aptly named Shop Small – has served to elevate the event and to showcase participating businesses to its 37,000 Twitter followers and 7,000 Instagram subscribers.

This year, smaller businesses and shoppers alike took to Instagram, Facebook and of course, Twitter in droves. Based on analytics from Brandwatch, the two official hashtags, #ShopSmall and #SmallBizSat were the most popular: #ShopSmall was included in more than 62,000 tweets and retweets, garnering more than 320 million impressions, while #SmallBizSat was included more than 29,000 tweets and retweets garnering more than 334 million impressions. Furthermore, American Express and National Federation of Independent Businesses credited social media with increasing awareness of Small Business Saturday, reporting that more than 126,000 tweets were sent about the day on Saturday alone, up 10 percent from 2013.

The social promotion seems to have paid off. Some 88 million people shopped at small businesses, up nearly 15 percent from last year, and spent approximately $14.3 billion, according to a survey released today by American Express and the National Federation of Independent Business.

The Small Business Association reports that there are 23 million small businesses in the country, and the number of small businesses has increased by 49% since 1982. At a time when more people than ever before are striking out as independent business owners, it’s a good thing when social media is leveraged to rally communities in support of local commerce.

Read more from Emily Barge
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Four (OK Five) Twitter Changes Coming Soon

Yesterday, Twitter announced the availability of improvements to the private messaging feature allowing us to talk amongst ourselves a little more freely within the Twitterverse. Originally announced last week, in conjunction with Twitter’s first-ever analyst day, the company also revealed a few other significant feature changes we can look for in the weeks and months ahead. Here’s a quick synopsis of the highlights of these new Twitter improvements and engagement tools and how they can work for you.

1)      Improved Private Messaging:  In addition to the ability to switch a public message to a private one, Twitter also has its eyes on the overall messaging market. Yesterday they rolled out the ability to move public tweets easily into private ones. Will we all start using Twitter in place of our mobile messaging apps? Time will tell. In the meantime, for PR pros and marketers, this will come in very handy when wanting to share a news item or tweet with a specific person. It will also help should a reporter publically request sources on his or her public feed – now you can easy respond via private message within the same conversation.

2)      New Video Tools: These much anticipated improvements are expected to make it easier to record, edit and upload videos from within the ‘compose tweet’ interface. This will undoubtedly come in handy when tweeting video from tradeshows, media events and even for capturing the timely, on-scene reporting of breaking news. It could also offer advertisers a whole new creative outlet to promote video content.  

3)      Timeline Highlights: This nifty tool allows you to stay on top of conversations that matter most to you. According to Twitter’s blog post: “… we’re experimenting with better ways to give you what you come to Twitter for: a snapshot of what’s happening. We can use information like who you follow and what you engage with to surface highlights of what you missed and show those to you as soon as you log back in or come back to the app.” According to images shared via Mashable, it also appears it will allow users to jump back into the conversations and updates that mean the most to them, even after disappearing from the Twitterverse for a while. This will come in handy when trying to cut through the clutter in your timeline to get the skinny on what happened while you were away.

4)      Instant Timeline: This appears to be a way for Twitter to attract more newbies to engage with the Timeline. Twitter will begin to add people, whom they deem relevant to your interests, to your Twitter timeline stream (even if you aren’t following them) creating an instant timeline for those slower to build out their own. Stay tuned for more random, and hopefully relevant, people following you now that these instant recommendations will be more prevalent.

One additional caveat, this may not be a welcome change for those that prefer to control their own timeline.

Extra Bonus Twitter News

5)      Improved Archive Search: On Wednesday, Twitter also announced the ability to search in-depth into the Twitter archive. Amanda Schupak of CBS News reports: “History seekers can use advanced search to narrow to a particular time frame. For now, archival search results will show up in the “All” tab on the site and mobile app, but over time, Twitter intends to tailor search to making digging through old material easier.”

In fact, they will allow for searches all the way back to beginning of Twitter in March 2006. We look forward to all those awkward and poorly worded first tweets re-surfacing!

What are the features you are most looking forward to checking out? If you have other tips on how communicators can use these new features, please share.

Read more from Heather Bliss
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Twitter’s Biggest Ecommerce Move: The Buy Button

Hold the breaking news tweets and the flitter of media updates that flood your Twitter stream. Last week, Twitter made one of the biggest moves it’s ever made in ecommerce. Twitter is officially testing a “Buy” button, letting you buy something directly from a tweet. It’s about to get even easier to shop on your mobile device.

Twitter said in a statement on their blog, “Users will get access to offers and merchandise they can’t get anywhere else and can act on them right in the Twitter apps for Android and iOS; sellers will gain a new way to turn the direct relationship they build with their followers into sales.”

As Mashable reported, Nathan Hubbard, the former Ticketmaster CEO who joined Twitter a year ago, Twitter has been working on this ecommerce project for over a year. It was the natural, next ecommerce step after letting users add products to their Amazon shopping carts by adding the hashtag #AmazonCart and partnering with Starbucks to let customers buy a $5 gift card.

Twitter didn’t take on this endeavor alone. In fact, they worked with a variety of different companies to bring together this service including:  Stripe, an online payment service, The Fancy, Gumroad and Musictoday. Through this partnership, the “Buy” button enables users to make a purchase in just a few taps.

Right now, Twitter is testing the buy button with a group of brands, artists and non-profits organizations. Some of the testing accounts include: @bradpaisley, @burberry, @HomeDepot and @RED.

Once this feature rolls out to more brands, we want to think about how this can help with an overall content strategy or campaign. It might mean fewer Twitter ads for certain clients – especially consumer clients – or a focus on the right messaging in 140 characters or less to drive a sale. As the holidays approach, Twitter could not have chosen a better time to make us all more addicted to reading every tweet in our stream, and following all of our favorite brands.

Have you seen the Twitter Buy button yet on any tweets?

Read more from Danielle Laurion