Yahoo announced last week a partnership with Twitter to integrate tweets directly into its newsfeed. Yahoo CEO Marissa Mayer calls it #bestoftheweb, and says it will “seamlessly include relevant and personalized Tweets alongside stories from Yahoo! and our other sources.”
Here’s what the integration will look like in the Yahoo newsfeed:
From the screenshot, we can see users can interact with tweets just as they would on Twitter, by retweeting, making them favorites and more.
If you’re not already seeing tweets in Yahoo’s newsfeed, it’s currently rolling out all over the U.S. for mobile and desktop users over the next few days.
The Reign of Personalization at Yahoo
The Twitter partnership is just one move in a series by Yahoo towards a more personalized experience under Mayer’s reign.
In January this year in an interview with Bloomberg, Mayer talked about creating powerful personalization technologies through the “interest graph,” and says of dominating organizations such as Google, Apple, Facebook and Amazon, “there’s always opportunity for new disruption.”
It’s evident Yahoo is working towards the personalization paradigm with announcements like the one in February that unveiled a new front page at Yahoo with more personalized results.
Twitter Update All Part of the Plan
In Yahoo’s Q1 2013 quarterly earnings call in April, Mayer indicated her plans for the company are executed in a series of sprints that focus on different areas of importance.
The first sprint, which is complete, was about building the culture and talent at Yahoo. The next sprint, she said, would be all about delighting Yahoo users with new features, “making continuous improvements and adjustments over time,” and that Yahoo’s products will be releasing with small changes much more frequently.
Q1 financials show many key numbers are up since Mayer took office as CEO in Summer 2012.