What Happened: Twitter is placing a new power in the hands of users—the power to name, create and populate custom timelines based on topic, hashtag and more via TweetDeck. Each TweetDeck “custom timeline” will be housed on its own page on twitter.com, allowing users to share and refer others to their timelines. Suddenly, individual users will be able to create “powerful streams of information out of Twitter’s public firehose,” as TechCrunch put it. So far, the “power” has been limited to big names such as Carson Daly, who began a curated timeline of “all things The Voice,” or publications like Politico, which started TweetHub, a timeline of policy experts, and The Guardian with Twitter Chat, a curation of questions from readers and answers from journalists.
What This Means for Brands: This is undoubtedly big news for brands. While Twitter has been a driver of events and news, much of that conversation until now has ended up lost in the broader conversation, making it hard to pull out the most relevant tweets and snippets of information. Now, with the capability to create custom timelines and act as a curator of information, brands can surface the best material related to an event or an issue and provide a channel that houses only relevant information without distractions. Because everything is also embeddable, an entire conversation can now also be housed on a brand website. While Twitter hopes to see custom timelines used for TV shows and sporting events, among other things, it will also be interesting to see which brands become early adopters and are the most successful in the space.
Contributing to TRENDING items are Jenna Carter, Sarah Gordon, Lisa Helfer, MaryFrances Hicks and Abby Ray.