Twitter wants to broaden its appeal by presenting new users with relevant, local Tweets. Social media marketers may want to take the same approach to ensure their brands engage the right audiences on the microblogging site.
The Wall Street Journal reports that the company is working to highlight Tweets from users' geographic regions to show newcomers how Twitter works. The source says insiders think too many consumers – particularly adults – view Twitter simply as a vehicle for celebrities to broadcast their opinions, and executives want to overcome this stigma.
By showcasing Tweets from well-respected authorities near users' locations, Twitter hopes to gain more followers. This could also benefit businesses that cover local, industry-specific developments, as it would introduce them to new Twitter users nearby.
This move would confirm the necessity of relevant content as Twitter is, indeed, used for much more than celeb drama. As Brafton has reported, news content actually drives the most traffic to Twitter, and businesses are increasingly using the site for marketing purposes. Twitter is encouraging marketing adoption with the launch of geographic ads, an Analytics toolbar and new SEO benefits.