twitter boosts world cup integration

Twitter is making a real effort to stake out real-time conversations around the World Cup. While I don’t think anyone would debate Twitter’s status as the go-to social network for real-time discussions around live events, over the last few days Twitter has taken steps to enhance the platform’s ability to service these conversations with the following updates:

  • A step-by-step supporter’s guide to Twitter that walks users through how to follow their team – This appeared on both desktop and mobile versions (screenshots below from desktop)

Screen Shot 2014-06-10 at 2.09.24 PM Screen Shot 2014-06-10 at 2.09.58 PM

  • Upcoming match call-outs that link through to dedicated pages housing match-related conversation, a scoreboard, and links out to player handles (although it appears as of today that the pages aren’t as “customized” as they were earlier in the week)

Screen Shot 2014-06-11 at 4.25.04 PM Screen Shot 2014-06-11 at 4.28.45 PM

  • Team “hashflags”

Screen Shot 2014-06-11 at 4.31.01 PM Why I’m Curious? This move is all about usability – It’s awesome to see Twitter go to such lengths to ensure it’s as easy as possible for users to navigate/enjoy the one thing they know everyone will be talking about. For a platform who’s core strength is real-time conversation, the move seems a no-brainer, which makes you wonder why they haven’t pursued similar modifications, say for the Olympics. It’d be interesting to get a sense for how they’ll be gauging the success of the new features. I’ve got to imagine they made the move to facilitate more conversation, and to increase usage on a user-by-user basis…it’ll be tough though to say that the features impacted either KPI without any kind of baseline for comparison…Perhaps they didn’t roll the features out to everyone? Anyway, assuming the features are a success, it’ll be interesting to see whether or not they decide to do stuff like this for future big events, and whether or not they’d ever consider handing the reins for something like this over to an advertiser.

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