Twitter announced new additions to its Discover tool, which will further personalize the content delivered to users.

In its official blog, Twitter detailed a series of adjustments it has recently made aimed at making its Discover tab a greater portal to content that appeals to users. For businesses using both content and social media marketing, the Discover feature can help brands reach their followers’ relevant Twitter connections with site content shared socially.

One of the main goals of social media marketing is to increase visibility and industry influence. As Twitter adds updated content discovery elements to its site, it becomes even more valuable to companies.

According to Twitter’ blog post, the indicators used to deliver content to users via the Discover tab was already quite detailed. However, new signals included in the process Tweets that have been retweeted or mentioned frequently by users. This could help marketers extend their Twitter reach to followers of followers – and Brafton has reported that the similar friend of fan reach offered with Facebook marketing exponentially increases brand exposure (though Facebook is undeniably a larger platform.)

Should a Twitter user be interested in one of the most discussed topics, they will now be able to click a “View Tweets” button, which shows the conversation surrounding the story.

Similarly, in its effort to make its mobile applications mimic the desktop experience as much as possible, the Discover feature will become more capable on Twitter’s various smartphone apps. This element of the update is not rolled out yet, Twitter said it should be coming in “the next few weeks.”

While the Discover feature’s evolution will help companies appeal to a greater audience, one of Twitter’s most effective uses for social media marketing is gaining traction among businesses of all sizes. Brafton recently reported that 60 percent of companies active on the site are using it to improve their customer service capability.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.