Nothing is certain except death and taxes. Oh, and changes to social media. You knew that, right? So it should be no huge surprise to find that six weeks into February, you already need an updated guide to Twitter for the year. And you’ll likely need another in a month or two. The thing is, Twitter is going through its teenage years, and just like your 14 year old it’s shooting off in every direction. Keeping up is hard to do. Luckily for you, we’re on top of it all. Here’s what you need to know to optimize your use of the medium: 
Update #1: Lists Are Big News
We keep talking about market segmentation, and it seems Twitter has been listening. In May 2013 the microblogging site expanded its list capability so you can segment your followers, too. You can now create up to 1,000 lists with 5,000 followers on each. You can decide who gets to see what, following trending topics and build communities in specific niches. This option is great for tracking prospective clients, your preferred news and info sources and target market groups.
Update #2: Better Security
One of the bugbears Twitter has had to deal with has been having accounts hacked regularly. Heck, it’s almost a given until recently that your account will be hacked at some point. It’s still not perfect, but the site has added improved login authentication to make it harder to get hit.
Update #3: Emergency Alerts
When Michael Jackson died, CNN reported that “according to Twitter” he had been found dead. Gotta give them kudos for not taking the credit—Twitter has become the go-to source on the planet for breaking news in the last few years. It took a while, but the site’s management has finally recognized its value as such and you can now subscribe to emergency alerts from appropriate global organizations. If your business includes knowing what’s happening when and communicating in a crisis, this can be a really useful tool.
Update #4: Scheduling of Tweets
Ok, we aren’t all up at 1 am to send out tweets at the right time, and given that there’s a time and place for everything this feature is much-needed and going to be popular. Sure, you only have access to this feature if you’re a user of Twitter’s Ads function (which is only available to U.S. account holders) but it means you can schedule promoted or organic tweets up to a year in advance. So go take that vacay in Mexico during December, secure in the knowledge that your holiday content marketing is fully taken care of!
Update #5: Improved Ad Options
Speaking of advertising, it’s taking a while but Twitter is getting there. Apart from the U.S.-only suggested accounts and the promoted tweets mentioned above, it’s looking into offering “native ads” through MoPub Marketplace, a mobile advertising platform that lets advertisers provide customized ads for users on a range of platforms without having to create separate programs for each one. Twitter’s recent acquisition of MoPub is a clear indication that the company plans to move in that direction, one way or another. So if you’re frustrated at the lack of a decent advertising option on Twitter right now, just be patient. It’s coming!
Update #6: Introducing TV Talk
This is probably one of the most exciting developments to hit the airwaves. Twitter has recently been signing partnerships left, right and center with TV networks, including Comcast, NBC, CBS, BBC and A&E among others. The plan is to use Twitters Amplify program to link directly to instant replays and behind the scenes shots, as well as actually watch full shows on "On Demand" from an “expanded” tweet. Ok, this feature is only scheduled for November 2014, but it gives you lots of time to figure out how you can use it in your business.
Update #7: Generating Leads
You want new business. That’s the whole point of being on social media, correct? Then Twitter’s new lead generation tool is right up your alley. One of the suite of Twitter “Cards,” it gives users the option to show interest in your product or service right from a tweet. They don’t even have to leave Twitter, there are no forms to fill out, and they can connect directly with you using their Twitter profiles. The site claims one user generated more than 1,700 new email contacts in less than a week. Unless you’re Richard Branson, you can’t beat that with blogging CTAs.
It’s an exciting time for Twitter, and the site certainly isn’t proving itself to be slow. There’s a good chance we’re going to be bringing you regular updates like this one throughout the year. Happy 2014!
*Photo courtesy of depositphotos.com
