Twitter Localizes on a Global Scale
Twitter introduced some new features today, which will enable users to translate their messages in different languages, and also to have access to new trending topic locations. The Twitter experience is therefore broadened with Trending Topics in new sites such as Argentina, Australia, Chile, France, Germany, India, Indonesia, Italy, Netherlands, Singapore, Spain, and Venezuela. Twitter also added Detroit, Miami, Minneapolis, Rio De Janeiro, Sydney, and Toronto.
It’s a move that many social networks before it have taken, localizing to a great extent across the globe. Twitter’s already had a significant market share in international markets, so it’s good to see Twitter expanding on this in particular.
Twitter’s initiative for being more accessible was argued as follows: “Almost any topic you can imagine is being discussed on Twitter. The most mentioned ones get highlighted as a Trending Topic in real time, letting people zero in on hot news in specific locations as its bubbling. Trending Topics is in high demand from folks in cities that aren’t yet on the list, so today, we’re expanding.”
The translation feature is welcomed by the large majority of users and it was considered a necessary tool. Twitter explains: “display tweet translations in the details pane to give people more access to what people are talking about around the world. This feature is currently available to a very small percentage of users and will be rolling out to everyone over the coming weeks.”
A few weeks ago Twitter announced the introduction of third-party clients’ advertisements, and today we’re seeing roll outs from TweetDeck. These ads are displayed only to users interested in the brand, product or event, being a narrowcasting marketing technique, without spoiling the social media experience. This service was initially implemented by HootSuite, but unlike TweetDeck’s iteration, the new ads are shown only during the content search that includes the marketed product or service.
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