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Twitter, Converoo, interactivity, engagement, group, event, social, media

As Twitter adds up the sponsor and advertising cash for the Olympics, they may find their biggest revenue niche.  Covering a big event by concentrating tweeted content from thought leaders, editorialists and participants who interact about the story as it unfolds is unmatched from any other media source.

Like the Olympics there are hundreds of “events” throughout the year where Twitter can generate and replicate the same experience.  Is it a leap to assume that with Olympic success they could begin hiring more and more subject matter experts to screen and channel appropriate content for any event, trend or happening that comes down the pike?  How cool would it be to hear from players in the World Series dugout or the sidelines of the Super Bowl, reactions of models after a walk down the runway at Fashion Week, celebrities in the audience at the Oscars or from a soldier on the front lines of a battle? All of these would be first hand tweets in streams that are handpicked by Twitter for the biggest impact, building the biggest audience and reaping the biggest revenue.

There certainly are downsides to the approach, but these would be far outweighed by the tons of people who come to view what is actually being tweeted.  The story that Twitter can provide, assuming they have knowledgeable people to craft it from the tweets, is beyond anything that any other media can provide.  The instantaneous human reaction and drama to life’s biggest experiences is unparalleled. Being able to cut through the clutter or “Twitter noise,” and deliver a compelling stream of tweets from the players closest to the action is a key separator.  Making a page specifically for the event, instead of just the usual search results for the hashtag brings it all together and makes it fool proof for even the new or novice Twitterati to appreciate.

Whether Twitter users will feel locked out from the targeted stream is a valid question.  By focusing mainly on thought leaders, celebrities and the chosen few event participants will average users feel as if they’re really part of the mix?  Users are still able to retweet from the focused stream and add content that their own followers will see so the social interaction built into the network will not be changed all.  Still, the promise of being able to engage with everyone, especially the famous, is what built the Twitter Network from the beginning.  This balance will be vital for Twitter’s continued evolution, and including a small handful of average people in these more choreographed streams can certainly be done.  As a company that supports Twitter’s social group connectivity, with primarily Twitter engagement and interactivity for average users, we are cheering on their current efforts and are excited for the future.

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