Twitter’s Expanded Tweets are a Double-Edged Sword

By: Mathew Ingram | GigaOM.com

As we reported on Wednesday, Twitter is in the process of rolling out what it calls “expanded tweets,” a new feature on both the web and mobile version that shows additional content for certain publishers and services, such as the New York Times and ABC News. In some ways, this could be seen as a lifeline for media companies, as my GigaOM colleague David Meyer argues, since it theoretically exposes their content to more potential readers — but at the same time, Twitter is clearly trying to use that content to keep more people inside its apps and on its site. As with Facebook and Google News, the new feature could be both a benefit for media companies and potential competition in the battle for users’ attention.

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