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Twitter change could impact social media strategies

NEW YORK – Feb. 16, 2016 – Realtors who rely heavily on Twitter for social media marketing may have to rethink that business strategy. Last week, Twitter pushed out a new timeline redesign with features that will push up tweets that are most relevant and engaging to users rather than showing all tweets in chronological order.
The social network hopes this feature, along with some others planned on the horizon, will help revive its shrinking audience.
For now, the new feature is opt-in only, and users would have to manually activate it in their account settings. However, the company plans to roll out the change to all Twitter users in the coming months.
The new “best tweets first” feature will always appear at the top of a feed each time someone opens the Twitter app or the website.
“Exactly how many tweets appear in the groups of ‘best’ tweets will vary from user to user, though it will likely be based on the number of people you follow,” according to Mashable. Twitter says it takes into account the tweets that users interact with, a user’s interests, and what’s going on in their network to decide what tweets they likely care about the most.
To activate the new setting to see how it works, Twitter users should log into their account settings and, under “Content,” find Timeline and check the box for “Show me the best Tweets first.”
The change comes at a time when Twitter’s audience is falling. For the first time in the social network’s history, its monthly active users dropped, falling from 307 million in the third quarter of 2015 to 305 million in the fourth quarter.
“Twitter’s ongoing struggle to attract new users raises questions about the company’s ability to simplify its product and give the service mainstream appeal,” Forbes reports. “Twitter’s user growth stands in stark contrast to other popular social apps such as WhatsApp, which has 1 billion monthly active users, and Instagram, which has 400 million. By comparison, Facebook saw user growth of 14 percent in the fourth quarter, despite having about five times as many users as Twitter.”
Source: “Twitter’s New Timeline Is Here, and It’s All About the Algorithm,” Mashable (Feb. 10, 2016) and “Twitter Shares Tumble as Users Disappear,” Forbes (Feb. 10, 2016)
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Source: Florida Realtors Feed

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