Twitter Wants to Be Social Epicenter for Live Events

During the 2012 Olympics, Twitter attempted to curate posts from athletes and journalists, but according to Costolo, that effort “lost the roar of the crowd.” Costolo would prefer to leave the “synthesizing and analyzing” of tweets to journalists and news organizations.

“We think of Twitter as a global town square,” Costolo said. “We don’t do journalism. We don’t report tweets that come in. We’re very complementary to news organizations.”

While keeping a laissez-faire stance on content creation, the social media company aims to play a larger role in the entertainment industry. In May, Twitter introduced the Amplify TV program, which allows digital marketers to target ads based on Twitter activity surrounding the brand or TV show. Twitter’s broad audience—the site now boasts 200 million active users monthly—has drawn in BBC America, ESPN, Fox and other networks for video-streaming partnerships, with the goal of becoming everyone’s go-to second screen application.

Article Appeared @http://www.adweek.com/news/technology/twitter-wants-be-social-epicenter-live-events-150804

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