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Twitter Takes a Few 'Moments' to Stay Relevant
By: Jeannine Wheeler
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Does the world really need yet another channel to aggregate its news and top trends? Twitter is about to find out with the launch of its new feature, Moments, which it calls “the best of what’s happening on Twitter in an instant.”

Solely for U.S. Twitter users for now but with plans to launch further, Moments works when you tap its new lightning bolt icon, which opens a list of Moments “that matter now.”

New stories are updated throughout the day, allowing users to swipe through to topics that include entertainment and sports to find more stories from the past few days.

Who curates the content?
Twitter says its stories are assembled by an in-house team, as well as by contributing partners such as Bleacher Report, BuzzFeed, Entertainment Weekly, Fox News, Getty Images, Mashable, MLB, NASA, The New York Times, Vogue, and The Washington Post.

The team’s remit is to use real-time data to show tweets that are going viral, with a bias toward tweets from the source, i.e., people who are on the scene or directly involved.

Users can then thumb through items in the usual way, choosing to favorite, share, or retweet the information.

According to some, the Moments curation feature may be just another attempt by Twitter to cure its many woes, including that the microblogging site is still not making any money.

Says Casey Newton in a recent The Verge post: “Moments arrives at a critical time for Twitter, which has seen its stock price plunge amid uncertainty about its leadership and the failure of previous attempts to increase usage beyond 300 million or so people per month. The company continues to lose money, and it’s unclear how it can generate significant profits without attracting millions more active users — and the advertisers that will follow them.”

Regardless of where this takes Twitter, it just seems that as a frequent user of social and digital media, I am not particularly in need of one more place to find information. On the contrary, there is too much of it already!

As a rabid Twitter user, however, Moments is not about me; it’s about attracting new users and bringing back the old ones.  

We shall see if that takes more than a few ‘Moments.’

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About the Author
Jeannine Wheeler is a PR Director who has worked in three countries, including Russia, the US and the UK. She is currently Sr. Vice President of Pure Energy PR, a full-service boutique communications firm with a focus on the energy, healthcare, technology, construction, real estate & land development, tourism & hospitality and food & beverage industries. Jeannine is in the firm's Austin, Texas office.
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