New York — Thriving with 200 million people on Twitter, there is no dearth of accounts to follow. On Monday, the popular micro-blogging network Twitter announced a new search feature that will help users find accounts that are related to their interests with an updated “Who to Follow” page and a new “People” search results tab, geared toward making it easier for users to discover new accounts of interest.
For social media marketers that changed Monday, when Twitter enabled the ability to search via interest, adding categories like Art & Design, Deals, Health and, of course, Technology, which means Twitter may make it easier for relevant audiences to find their businesses if they employ Search Engine Optimization-friendly bios and thought leader-like Tweets.
Previously, Twitter would only recommend that users follow accounts containing their exact search phrases in the usernames. Now, users can also search specific topics, and Twitter will deliver related accounts rather than accounts with that phrase in their Twitter name, and Tweet content may be influencing recommendations as well. The feature can be utilized by clicking on the “people” section of the search results page or by searching from the “who to follow” page.
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“This new approach helps you find the Twitter users that will best help you follow your interests,” Twitter spokeswoman Carolyn Penner wrote in a blog post. “For instance, if you are interested in hip hop, chances are that you would like to follow hip hop artists. Searching for ‘hip hop’ now surfaces accounts like @common and @questlove. (Previously, we typically showed accounts that have ‘hip hop’ in the name.)
Twitter’s new concept helps you find the similar users that are closer to your true interests. Here is how it works: If you are obsessed with the TV Show Fringe, it is pretty safe to say that you follow the actors and the “Save Fringe” campaign. That is a pretty fundamental difference, considering previously it took into account what was listed in your profile.
For instance, clicking on the “People” tab for a Twitter search for “Boston” reveals that the top recommended account is @paulpierce34. However, there is no mention of Boston in his username, Paul Pierce’s bio details that he is a player for the Boston Celtics, and his Tweets include references and links to a number of his “boston.com blog posts” and “Boston @globeceltics” blog posts, revealing that he produces content that has set him apart as a thought leader in Boston.
“Whether you are an aspiring cupcake baker, a crafty person looking for new DIY projects or someone who wishes to keep an eye out for a great travel deal, you will be able to quickly find and connect with useful accounts,” says Penner. “You can search for general topics, like funny or sports, or be more specific — try Manchester United, Nascar or Formula One.”
Finally, to access, click “view all” under the “Who to follow” suggestions on Twitter.com, and then the “Browse Interests” tab for specific categories. There are currently 22 interests, including Staff Picks and the various Twitter-run feeds. To search a specific phrase or topic, click “Find on Twitter” and type it into the search box.
Nevertheless, with these important updates in mind, marketers should take Pierce’s lead and get the full Search Engine Optimization value out of their Twitter content so they can be recommended as “who to follow.”