Content Marketing, LinkedIn Marketing,

What Twitter could learn from LinkedIn

On Google+, Robert Scoble has been reporting a number of people being let go from Twitter (UPDATE: Some were rumors and incorrect). I’m still a fan of Twitter, it’s an incredible means of pushing content out simply and easily. It’s fairly open to integration and automation… and it’s a medium that’s convenient to the recipient rather than the sender. In other words, I participate when I want to rather than when people demand me to.

LinkedIn has been shifting its attention recently – from its networking features to the value of the members in it… in other words, its sharing features. The new LinkedIn Today is a pretty impressive feature – providing a nice rundown of the shared links that are most popular, segmented by topic.

In my opinion, Twitter would be best served by shifting its attention from the users and starting to pay attention to their stream of content. Trending topics has long been a huge winner for Twitter, and could be an absolute goldmine. Rather than showing me a list of tweets for a user, or a constant stream of their tweets, why not show me the trending topics within my network – and a curated collage of the actual pieces of content.

One example of a fantastic service that does this is Twylah. We’ve been using their system and recently setup a CNAME so you can view the MarTech Blog’s twitter feed, organized by topic, at tweets.martech.zone. Here’s a page that’s filtered to Klout topics:

As well, Twylah brings a lot of the content directly into the page, so I can efficiently scour a specific topic from a specific person. There are two other benefits to Twylah:

  1. Your tweets last longer. As you continue to write on twitter, those tweets are quickly pushed back by new content. As a result, if you put out a link that’s handy… many of your followers won’t see it unless they’re viewing the stream at the time. By organizing the content by topic, your tweets will stick around much longer and can be a great resource to someone who wishes to review a specific topic in history.
  2. Since Twylah added the ability to CNAME your account, I now have a page that has relevant content directly on my own site in a subdomain. That’s a fantastic service. If the filtering capabilities were stronger and I could hard-code my own topics – it’s a service I’d be willing to pay for. I could also dynamically embed the tweets, by topic, on my site!

So… as Twitter turns over some of its personnel, I hope they figure out that it’s not the platform, and not even the people – it’s the content. It’s always about the content!

2 Comments

  1. 1

    I can’t really say that I am big fan of Twitter or Facebook. Although I do understand the importance of both.. From a marketing point of view. I am gradually warming to Google+ and Twylah. Looks very interesting.

  2. 2

    There are a lot of improvements that Twitter could make, whether it’s what’s suggested above (which is a good idea) or giving different views like Facebook’s news wall does. The “stream of consciousness” approach is fine but I’d rather have a view of the top Tweets viewed, RT’d etc.

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