Twitter Launches Curator For Publishers To Manage Tweets

Twitter on Tuesday officially launched Curator -- a real-time dashboard for publishers to monitor and manage tweets (and Vine videos) across media channels. The launch of Curator is part of an ongoing effort by the company to prove its worth to media and marketing leaders.

Curator was designed to help publishers of all stripes discover relevant conversations and trending topics based on geographic region, user demographics, and other filters.

As its name implies, the service’s filters are intended to help publishers curate content, which can then be packaged for the Web, TV and any other connected screen. TV broadcasters, for example, can use Curator to create on-air graphics featuring tweets that are relevant to a current segment. 

Twitter unveiled Curator at its News:Rewired Conference, in February. Long before then, however, Web watchers were begging the social giant to come up with a better way to make sense of the Twittersphere. 

In the absence of a certified management solution from Twitter, publishers and marketers have come up with various ways to curate tweets.

Since its launch in 2010, for instance, Storify has established itself as the curation tool of choice among countless journalists, agencies and brands, from BBC, CNN, and The Wall Street Journal to Ford, GE, and HBO.

How the launch of Curator will impact the fortunes of Storify -- which was acquired by social media software provider Livefyre in 2013 -- and similar services remains to be seen.

Just a few weeks ago, for instance, the microblogging giant rolled out an embedded video widget for publishers. With the widget, publishers can highlight Twitter-hosted video on their sites. The new feature relies on the same JavaScript used to render Tweet buttons and embedded Tweets.

Twitter also recently bought Niche -- a start-up that teams up brands with social media influencers, and Vine influencers in particular. Niche also offers free cross-platform analytics. Financial terms of the deal were not disclosed, but reports put it at around $30 million.

As a result of these efforts, analysts have been bullish about Twitter’s ability to help publishers reach target audiences. This year, “Twitter … will likely become an increasingly important form of engagement for brands given the ability to communicate with consumers in real-time,” predicted a recent report from the equity research team at J.P. Morgan.

1 comment about "Twitter Launches Curator For Publishers To Manage Tweets".
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  1. Chris Smith from ASU, March 31, 2015 at 3:33 p.m.

    With social media being so popular it seems to me that each and every social media site is coming up with new ways to become more tech-savvy from their competitors. This week Twitter launched a new application called Curator that will help business user filter content easier and faster, depending on their liking. I think this this new launch of Curator is great for business users and companies. I think it is a great new filter because it helps these businesses search and filter content based on their searches within Twitter. By being able to do this type of filtering will help companies find ways to improve within their company or be able to find new trends that consumers are liking that the moment. I do feel like if this new application was launched during Super Bowl then Twitter and the users using the application would have had better success. Companies would be able to see how their product or commercials are doing based on what Twitter users are saying about that certain product or commercial. But, being Twitter that is it is, I do not see any problem with this new launch in the long run and in the future of Curator.

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