Jhaveri will join Twitter as senior director of consumer marketing, according to AllThingsD. Reps from Twitter and Facebook could not immediately be reached for comment. A Twitter account purported to be Jhaveri’s but not verified tweeted the following Friday afternoon:

Hello @twitter! I’m excited to be joining the #consumermarketing flock! #letthefunbegin

— kate jhaveri (@taneyhill) August 30, 2013

Jhaveri, pictured below, joined Facebook in August 2010 and stopped working at the company sometime this month, according to her LinkedIn profile. She had previously served as consumer and online marketing director at Microsoft.

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Trendrr has two products: One, Trendrr.TV, provides TV networks, publishers and media agencies with tools to track TV engagement across social networks, including Twitter. A second, Curatorr, allows those same parties to sort through social streams to visualize data and to help them identify high-quality tweets — tweets that might, say, get retweeted by a TV show’s Twitter account, or show up on air during The Bachelor.

It’s this latter product, a Twitter spokesperson says, that Twitter intends to take advantage of. Twitter already provides ad and analytics products for TV advertisers, including the ability for national advertisers to retarget their TV ads to Twitter users. The acquisition will allow Twitter to offer additional services to networks, publishers and other organizations, the spokesperson says.

The move follows several others Twitter has made in the TV space this year. Most recently, Twitter announced its first head of entertainment sales: Jennifer Prince, formerly the head of media and entertainment sales at Google. The company is also planning to roll out a TV ratings system with Nielsen in the fall, which will provide TV networks with ratings based on Twitter buzz.

Trendrr CEO Mark Ghuneim says the company will continue to work with its current partners following the acquisition, but will not add any new ones:

Curatorr, our Twitter certified product, will work with media companies, marketers, and display ecosystem partners to create compelling user experiences – continuing to pursue our initial charter of focusing on the real-time aspects of TV and media.

We intend to honor existing partner contracts for Trendrr.TV but we do not plan to establish new ones going forward.

Trendrr was founded in mid-2007 and is based in New York.

Note: This story was updated with comments from a Twitter spokesperson, above.

Image: Mashable composite; iStockphoto, belterz

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The Times tested a feature it developed that allows users to click on a highlighted sentence from a story, and tweet it out directly, instead of just tweeting the headline. Readers who see the tweet and click on the accompanying link are brought to the highlighted part of the story, rather than to the beginning of the article.

The idea behind the feature was that while a headline doesn’t always grab you, an enthralling sentence from the middle of a story may do the trick. Times reporter Dave Itzkoff explained to Poynter his method for determining which sentences to highlight: “Just a bit of educated guesswork trying to imagine what readers would be drawn to and what would make the best traveling billboards for the overall story.”

The story that the Times chose — a feature on what it’s like to audition for Saturday Night Live executive producer Lorne Michaels — was tweeted 11 times more frequently than “the average of the top 500 shared Times articles from the last month,” wrote Twitter data editor Simon Rogers in a blog post.

While the experiment lacks a sufficient sample size, the idea is that in providing users with a way to tweet content outside of a story’s headline, more sharing will result.

Previously, users could always read a story, then copy and paste an interesting sentence into a tweet. Now, the new feature allows publications to identify interesting or quote-worthy material for readers. Now, the new feature allows publications to identify interesting or quote-worthy material for readers. Twitter referred to the new tweet suggestions as “editorialized tweets.”

The Times told Poynter that the use of editorialized tweets will not carry over to all of its stories, but rather serve as an experiment, as the newspaper prepares for a site redesign next year.

The microblogging site has been actively releasing new features that make it easier to share articles. Last week, Twitter announced a Related Headlines update that automatically lists relevant stories alongside tweets. The feature is meant to provide context to tweets by showing users where they can get more information, if interested.

Image: Mashable

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In 2013, 63% of brands have multiple Twitter accounts, according to a report by Brandwatch. This trend represents an 800% increase from two years ago, when just 7% of brands had multiple Twitter accounts.

Statista’s chart, below, breaks down the number of brands with multiple, single and zero Twitter accounts, measured over the past three years.

Do you think multiple Twitter accounts are a must for brands? Let us know in the comments.

Image: mhkmarketing

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Hashtags have become synonymous with Twitter, serving to filter what can otherwise be a wide array of difficult-to-categorize information.

Users can join any conversation on the platform by adding the appropriate hashtag to their tweet. The problem is knowing which one to include.

Twitter is trying to solve that. The company unveiled an infographic Wednesday complete with a blog post highlighting tips on choosing the best hashtag for your tweet.

The highlights: Make your hashtag memorable, integrate it with other marketing activity like ads or campaigns, and don’t be afraid to piggyback on a popular term or phrase.

“If people are already using a hashtag, and having conversations, part of your work is already done,” wrote Twitter’s UK editorial manager, Gordon MacMillan, in the blog post.

“All your brand needs to do is ensure that when it joins that conversation it is adding value.”

Image: Matt Cardy/Getty Images

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The moment of excessive tweeting occurred during an Aug. 3 airing of Castle in the Sky, a Japanese animated film. That’s the same Castle in the Sky that was responsible for a previous “tweets in one second” record, only 25,188 back in 2011. Twitter typically sees about 500 million tweets per day, meaning an average of roughly 5,700 per second, according to the company’s blog.

Twitter often experiences spikes in usage during major events, including New Year’s Eve and the Super Bowl. During the 2010 World Cup, Twitter experienced such high traffic volumes that the site had difficulty operating without short blips in the service. Twitter has since made a number of hardware and software changes to accommodate the increase in traffic, and the company says the site remained completely operational during the record-breaking second.

When do you see the biggest increase in traffic on your Twitter feed? Tell us using the comments below.

Image: Flickr, eldh

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In addition to the panel, many of TweetDeck’s new features are centered around drafting tweets, not just managing your columns. Most of the new features are already available on Twitter’s mobile applications. TweetDeck’s new features include:

• You can now reply to multiple users mentioned in a single tweet by simply clicking the “reply” button. Previously, users could only respond to the tweet sender by clicking “reply” in TweetDeck, and had to copy and paste usernames into a new tweet when responding to multiple users.
• You can preview your image before tweeting it and remove it by simply clicking the small ‘x’ in the image’s upper right-hand corner. This feature is already available on mobile iOS devices.
• When sharing a link, the URL will appear at full length while you draft your tweet, but the site will automatically register its length at 22 characters. This way, you can ensure that you’re sending out the right link without calculating how much room is left to type.
• TweetDeck will auto-generate usernames and hashtags as you type. Recently-searched users or ones you follow will appear at the top of the search, but TweetDeck’s suggestions won’t be limited by those characteristics.

The new features will be rolled out gradually, according to Twitter’s blog post, beginning with web and Chrome versions. The features will be available for Windows and Mac apps beginning “soon,” it stated.

Do you still use TweetDeck? Will these changes keep you on the platform? Share your thoughts in the comments below.

Image: Mashable composite, Twitter

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