Up until now when users click on a hashtag, they are shown a page littered with tweets which have included that particular hashtag. But in Nascar’s case, Twitter will curate those tweets through an algorithm, and by hand to give users a behind-the-scenes look at the race.
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consumers who click on the #Nascar hashtag will be directed to a not-yet-live Twitter page that will aggregate tweets and photos related to the race to create what Nascar svp and CMO Steve Phelps called in a statement a “complementary live race experience.”
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Twitter is converting the hashtag into a content destination in its own right through a unique partnership with Nascar announced Friday.
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Some of the key features of this new medium include:Explosion of user participation through social networkingMore screens, increased portability and interfacesGreater aggregation, discovery and availability of mediaTwo-way streaming that allows users to contribute and become broadcastersScheduling and media assembly moving into the homeBetter understanding of user engagement and greater measurement of behaviour
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“Don’t silo your thinking about content in terms of where it will be seen or how it will be delivered — think about all touchpoints, devices and mediums in a cohesive way,” he says.
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Soon media will be more about the users than the media creators or the content created
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"intertainment" (internet oriented entertainment) beyond television. He reckons this will force media creators to rethink how they produce content
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Some are experimenting with facilitating paid-for and free viewer voting in talent shows, via Facebook.
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