Twitter recently announced it will use a new method to suggest profiles to follow. The company said that its users will now see suggested follows in line with their activity on the site, including the accounts they already follow and the content they share and interact with. This raises the stakes for brands to become recognized niche authorities through Twitter marketing and drive interactions with existing followers to gain new ones.
Twitter admitted that its current method of suggesting profiles is not as effective it could be, with most users seeing the same popular accounts of celebrities. However, as the feature is rolled out and fine tuned, suggested follows are more likely to pertain to specific interests and activity.
For marketers, this could help direct qualified prospects to their Twitter accounts. Social media marketing campaigns are already effective as they allow people to discover brands. Making it easier for users to find relevant profiles will make the microblogging site an even stronger element of social content campaigns.
Users who would rather not see suggested profiles tailored to their activities can leverage Twitter’s use of Do Not Track, which must be activated in the browser used to view Twitter. New users will have the option of preventing Twitter from monitoring their activities throughout the site when they register their accounts, the company said.
In recent weeks, Twitter has been more active in personalizing its service for users. Additionally, the company has rolled out different features that will allow people to see content likely to interest them. Brafton recently highlighted a weekly email message that users will receive that includes the content that generated the most buzz in their activity streams throughout the week, which will boost visibility for businesses that hit on trending Twitter topics in Tweets.