There’s a mini-controversy bubbling in the tech world about whether Twitter is planning a more ‘algorithmic’ approach to its timelines: more Facebook-style curation of the tweets that users see in their main timeline, rather than the pure reverse-chronological feed that Twitter has grown up with. CFO Anthony Noto has provided more fuel for the fire: “If you think about our search capabilities we have a great data set of topical information about topical tweets,” he told a tech conference. “The hierarchy within search really has to lend itself to that taxonomy.” And he also talked about “an algorithm that delivers the depth and breadth of the content we have on a specific topic and then eventually as it relates to people”. So, not proof that Twitter is about to start hiding some tweets from people you follow, and inserting others from people (and brands) that you don’t. But certainly a sign that Twitter is thinking about how to make its service more interesting for the brand new, mainstream users that it craves.

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