Twitter Places: Wheat/Chaff

Twitter yesterday announced Places — Tweets associated with a specific location:

Starting today, you can tag Tweets with specific places, including all World Cup stadiums in South Africa, and create new Twitter Places. You can also click a Twitter Place within a Tweet to see recent Tweets from a particular location. Try it out during the next match—you will be able to see Tweets coming from the stadium.

What’s new here is the local precision and the fact that all tagged Tweets about a place (Disneyland, Louvre, The Vatican, Angkor Wat, Tommy’s Burgers, etc.) will have a dedicated page or pages. Users will also be able to search for those Tweets much more easily than before.

In addition, Twitter Places incorporates Foursquare and Gowalla check-in information. There will also be an API so third parties can take the local Tweets and use them on their sites or build apps/tools around the content.

TomTom and Localeze are data partners, providing place and business data on a global basis (65 countries). TomTom owns TeleAtlas.

Matt McGee at SEL offers some thoughts on how this might challenge Google Places. However Google might incorporate Tweets from the API into Google Places as well.

In a presentation I did — The Revolution Will Be Geotagged — I argued that we’ve gone from a paucity of local data to a deluge. The challenge now is organizing and filtering all the location-based information coming out. That will be the challenge here too, with Twitter Places.

Make no mistake, this is a major move for Twitter and potentially one that will define its “next phase of growth.” The information generated could well be of high value to users; but there will still be a great deal of garbage in the stream as well.

There will be the “fun” and informative real-time posts associated with a Place (“I’m here,” “Me too,” “Whoa, check that out”). And then there will be what we might call “utility content” — tips, reviews, helpful information that’s more evergreen. Indexing, preserving and presenting that evergreen information is what I’m talking about.

“You know what I’m sayin'”?

Third parties may actually be in a much better position than Twitter itself to organize and filter the flood of new LBS Tweets that will be generated.

Matt McGee, crediting Steve Espinoza, discusses the notion of dedicated page for locations (a la Google Places) that offers an opportunity for SMBs (and others) to claim listings and presents a structured profile. I agree. That will undoubtedly come. Either Twitter will do it itself or somebody else will. That approach could address the wheat/chaff issue.

As Steve argues in the reverenced post, it then  presents monetization scenarios for Twitter of various sorts beyond Promoted Tweets. Yet if users start to conduct local searches on Twitter because the information about locations and businesses is getting better and more useful, Promoted Tweets become very interesting in that context as well.

How all this plays out remains to be seen of course. But I regard this evolution of location on Twitter as a potentially very significant development. It will help to create a new “culture” and set of behaviors around location among Twitter users.

Twitter’s COO Dick Costello recently said that the site sees 190 million users per month (globally), who are posting 65 million Tweets daily. That makes Twitter and its UGC “firehose” a potential force to be reckoned with in local.