Social media experts predict that Twitter is preparing to be more friendly but ad questioning the relevance of the home page of the website micro-blogging, when most of use elsewhere.
Last week, that Twitter has unveiled a new look to increase twitter.com multimedia experience richer, as Facebook. instead of the news feed and simple text link, users are now able to watch video and view images without leaving the site.
Rather than see departing traffic to other websites, Twitter's strategy appears to keep users on your site longer. Matt Houltham, partner, Zenith Optimedia, said: '' This marks a fundamental change in the way that Twitter is used. is moving from being a distribution platform to become a destination in itself.''
But media buyers, including Mr Houltham, I assess what this means for their customers who turn to Twitter to get their messages through the huge global audience.
Simon Small, who heads the drive social media to media agency group communication Mitchell, said: '' there is more of a chance that the content will be found because people will be spending more there because they have more of a reason to leave.
'' But on the flip side is that people are less likely to go out and go to your website. we're all still trying to figure it out.''
The balance, Mr Small said an improved user experience '' can only be a good thing for marketers as it will give them less of a reason to go elsewhere ' '.
The changes include the ability to preview content, geo-tagged tweets, create mini-profiles that do not require you to navigate away from the site and submit.
The changes are read as a sign of Twitter founders are finally tackle some of the shortcomings of the site, which until now were addressed largely from third party applications, such as TweetDeck and Tweetbird, for use on mobile phones. the founders are also trying to finally monetise the 190 million people who use Twitter every month.
Buyers of media question whether changes will make no difference, since the Web site of Twitter accounts for only 14% of using Twitter, according to Experian Hitwise.
Twitter has represented to 0,05% of upstream traffic to all sites in February 2009; on the contrary, Google which 27.24% of traffic, Windows Live Search 0.87 percent and Yahoo!7 search 0.49 percent, says Hitwise.
'' [There will be a difference] unless they change the terms and conditions of the developers [of] such applications to force them to include ads, '' said Mr. Houltham. ''The first step is to see what those ads are going to look like ' '. Mr Houltham suggests contextually listings, or those that appear at the top of searches, are more likely.
Earlier this year Twitter started carrying sponsored tweets from advertisers, which are displayed at the top of search pages. Coca-Cola reported that within 24 hours after sending a tweet sponsored that was seen 86 million times, giving the company a ' ' ' ' commitment rate of 6 percent, compared with the average of 0,02% users engaged with a standard online advertisement.
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