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Summary:

Twitter on Thursday debuted a dramatic new user interface for all versions of the micro-blogging service. The new version of Twitter reveals the fruits of a top-to-bottom redesign that makes the site more accessible to mainstream users and companies.

Jack Dorsey and Dick Costolo, Dec. 8 2011

Jack Dorsey and Dick Costolo, Dec. 8 2011

Twitter on Thursday debuted a dramatically different new user interface for all versions of the micro-blogging service: The company will be rolling out totally new versions of the desktop website, mobile website, native mobile apps, and Tweetdeck to its more than 100 million users over the next few weeks.

The new design gives Twitter users the ability to navigate the service through four basic methods: “Home,” “connect,” “discover,” and “activities.”

Complex capabilities, simpler navigation

Though during the launch event at Twitter’s San Francisco headquarters, CEO Dick Costolo and founder Jack Dorsey repeatedly said that the redesign was aimed at making the Twitter experience “simpler,” the new version of the site is in many ways richer and more complex than ever.

That’s not meant to sound like a negative thing: The new UI makes it much easier to find and access context and content around each Tweet, as well as find new Twitter accounts to follow that are relevant to you. The search capabilities are now navigable even for people who don’t know what a “hashtag” is. In essence, the new version of Twitter is stickier than ever, and accessible to a wider group of people — both qualities that the company has long been looking to enhance.

The Discover tab on Twitter (click to enlarge)

Twitter as news source

The redesign also positions Twitter as an accessible source for news in a way that it hasn’t done before. The site’s new “discover” tab may be the most important element of the redesign as it presents the most relevant, newsy content on Twitter in a way that’s personalized to each user.

This could solve the problem that many people see with Twitter: They don’t use the site because they “don’t have anything to say.” Now, Twitter is positioning itself as a valuable service for everyone, whether they actively contribute content to the site or not.

“I think we’ll see a growing number of users who come to Twitter every day and don’t Tweet,” CEO Dick Costolo said to a group of reporters after the official launch event finished.

Better for brands — and revenue

Brands can have a elevated place in the new Twitter design, which makes sense given the company’s necessary push for revenue: At six years old, Twitter now has 700 employees and has taken on more than $1 billion in venture capital. The redesign gives brands, celebrities and businesses “enhanced” profile pages. At launch, only a select group has access to these pages — American Express and The Red Cross are among them — but eventually they will be available to any business. Enhanced brand pages are free, but ostensibly they will make companies see how many of their customers are using Twitter and could entice them to buy ads on the site.

In all, it’s a very smart move for Twitter. For months, I’ve heard people grumble with frustration about Twitter’s user experience basically staying the same for so long. “They have scores of great engineers, heaps of money, millions of users. What in the world are they doing over there?” Now we have the answer, and in general it’s looking pretty good.

  1. Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/dTUZgqu3 @amarchugg #news

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  2. Twitter’s big redesign: Friendlier to the mainstream, better for brands: Jack Dorsey and Dick Costolo, Dec. 8 20… http://t.co/JBWkZRb1

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  3. Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/Vaz506Le

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  4. Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/6hNcSQ48 @amarchugg #news

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  5. Twitter’s big redesign: Friendlier to the mainstream, better for brands: Jack Dorsey and Dick Costolo, Dec. 8 20… http://t.co/ZVIgX67v

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  6. Twitter’s big redesign: Friendlier to the mainstream, better for brands: Jack Dorsey and Dick Costolo, Dec. 8 20… http://t.co/CmpZMKUQ

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  7. Twitter’s big redesign: Friendlier to the mainstream, better for brands: Jack Dorsey and Dick Costolo, Dec. 8 20… http://t.co/0juj5ddh

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  8. Twitter’s big redesign: Friendlier to the mainstream, better for brands: Jack Dorsey and Dick Costolo, Dec. 8 20… http://t.co/5jLSDTLz

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  9. Twitter’s big redesign: Friendlier to the mainstream, better for brands: Jack Dorsey and Dick Costolo, Dec. 8 20… http://t.co/5vlt8FsT

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  10. Twitter’s big redesign: Friendlier to the mainstream, better for brands: Jack Dorsey and Dick Costolo, Dec. 8 20… http://t.co/fZSc18E4

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  11. Twitter’s big redesign: Friendlier to the mainstream, better for brands: Jack Dorsey and Dick Costolo, Dec. 8 20… http://t.co/f5e8CS1q

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  12. Twitter’s big redesign: Friendlier to the mainstream, better for brands: Jack Dorsey and Dick Costolo, Dec. 8 20… http://t.co/dD8OgmV9

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  24. RT @gigaom: Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/ZOvKKRIl

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  25. RT @gigaom: Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/ZOvKKRIl

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  26. RT @gigaom: Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/ZOvKKRIl

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  27. “@gigaom: Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/5d8btT0g” a LOT friendlier to the mainstream

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  29. Some news about the new #Twitter http://t.co/ETWCVj3B @gigaom

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  30. Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/ENeXwd2S #business #midlandsconsultingcentre #

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  33. RT @gigaom: Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/gpB15Xjt

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  34. Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/ZW2s2FqZ >> Twitter is targeting those who don’t tweet

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  35. Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/YeG0HpRh via @gigaom

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  36. Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/wRYd3lEx

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  37. Mosaic Technology Thursday, December 8, 2011

    The new redesign looks really nice, and I’m very excited to try it. Twitter, now that it has grown so much and established itself as a social media leader, has so much potential for growth. I’m excited to see that Twitter is finally pushing the boundaries of its services, and for businesses as well.

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  38. #Twitter gets a revamp RT @gigaom: Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/643tzSSc

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  39. gigaom: Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/fqA03n64

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  40. Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/yVM4b3of

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  41. Don’t know how I feel about the new twitter design. I get the idea, but like the old version more http://t.co/UBwpTRz6

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  42. Twitter redesign will come soon! http://t.co/qogZGtCV

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  43. RT @gigaom: Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/ZOvKKRIl

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  44. [GigaOM] Twitter’s big redesign: Friendlier to the mainstream, better for brands: Jack Dorsey and Dick Costolo, … http://t.co/F74zu8g3

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  46. Twitter’s big redesign: Friendlier to the mainstream, better for brands: Jack Dorsey and Dick Costolo, Dec. 8 20… http://t.co/JJLB30Gi

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  49. Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/sTweKXSP Via @gigaom

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  53. Twitter’s big redesign: Friendlier to the mainstream, better for brands | http://t.co/WFacJA6h

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  54. Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/J44XAydU via Colleen Taylor

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  55. Just saw nugget in @gigom story that new Twitter includes enhanced business profiles — looking for more info on this http://t.co/fBpOAMpV

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  56. Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/QkRjKRcA

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  57. Twitter’s big redesign: Friendlier to the mainstream, better for brands: Twitter on Thursday debuted a dramatic … http://t.co/YpcWHYWb

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  58. RT @gigaom: Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/9nYHQFKH

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  60. RT @gigaom: Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/ZOvKKRIl

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  70. Twitter’s big redesign: Friendlier to the mainstream, better for brands: Though during the launch event at Twitt… http://t.co/ZcqogMGO

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  74. What #newnewtwitter means: “Twitter’s big redesign: Friendlier to the mainstream, better for brands” http://t.co/6lN4DHId

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  77. Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/cAsgAXeF

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  78. RT @gigaom: Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/cAsgAXeF

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  79. Gigaom heaps praise on the Twitter redesign, saying it finally gives people who don`t tweet a reason to use the service http://t.co/XPQMmLkH

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  80. Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/tHi2oLkW

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  81. Twitter’s big redesign: Friendlier to the mainstream, better for brands: Though during the launch event at Twitt… http://t.co/DhPd01dE

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  82. Looks positive | Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/x5fTmR2q

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  83. RT @gigaom: Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/cAsgAXeF

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  84. RT @gigaom: Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/cAsgAXeF

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  85. Twitter’s big redesign: Friendlier to the mainstream, better for brands: In all, it’s a very smart move for Twit… http://t.co/oxe86dUA

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  86. RT @gigaom: Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/cAsgAXeF

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  87. Twitter’s big redesign: Friendlier to the mainstream, better for brands via Mobile Blogging – 8, 2011, … http://t.co/9n3qeiyX

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  88. Twitter’s big redesign: Friendlier to the mainstream, better for brands via Mobile Blogging – 8, 2011, … http://t.co/A6eF3U93

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  89. gigaom: Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/ubA6Kypi

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  91. Twitter’s big redesign http://t.co/9TLPPKBc

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  92. RT @gigaom: Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/cAsgAXeF

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  93. Its about time! RT @gigaom: Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/pcjiVjBx

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  94. RT @gigaom: Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/cAsgAXeF

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  95. http://t.co/QYAVxNfb Twitter’s big redesign: Friendlier to the mainstream, better for brands – GigaOm

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  96. Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/5WDo6qOR cc @likesorrywithag @far5hid @king_solomonj

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  97. Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/qU8OkR23

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  98. RT @gigaom: Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/cAsgAXeF

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  99. Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/uxgoarAK

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  100. Twitter’s big redesign: Friendlier to the mainstream, better for brands: 8, 2011, 11:05am PT No Comments Twitter… http://t.co/U9q3fUJ8

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  101. Great move by Twitter. Following the web application style websites, need more websites to do this.

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  102. RT @gigaom: Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/cAsgAXeF

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  103. Anyone one had a go yet? “@gigaom: Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/NOGmND9O”

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  104. Anyone one had a go yet? “@gigaom: Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/NOGmND9O”

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  105. RT @gigaom: Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/cAsgAXeF

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  106. RT @gigaom: Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/cAsgAXeF

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  107. Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/hmLdzwir

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  108. Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/uZi57uAZ

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  109. Twitter's big redesign: Friendlier to the mainstream, better for brands http://t.co/f5KIwtDO

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  110. RT @gigaom: Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/QeFWWv0r

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  111. As a user this make me nervous RT @WeejeeMedia: Twitter’s big redesign: Friendlier to mainstream, better for brands http://t.co/CifzSREx

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  112. RT @WeejeeMedia: Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/hmLdzwir

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  113. RT @gigaom: Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/cAsgAXeF

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  114. Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/AyHHE4gA

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  115. RT @mattpearson: new design for twitter & conceptualisation of user experience http://t.co/FJqdPXeU that’ll give us something to moan about for a few weeks

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  116. RT @weejeemedia: Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/R4nUxaOC

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  117. Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/tWRG8ORD rt @ gigaom

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  118. http://t.co/QCKy3Li2 New Twitter design and uses #veryexcite

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  119. Twitter’s big redesign: Friendlier to the mainstream, better for brands … http://t.co/hBNGdLWO

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  120. Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/4cMu9Eid

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  121. RT @jaycbee: Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/4cMu9Eid

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  122. RT @WeejeeMedia: Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/hmLdzwir

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  123. Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/Wc6s7FsN via @jaycbee

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  124. RT @WeejeeMedia: Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/hmLdzwir

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  125. @johannesedmark @asasecher TweetDeck är helt omgjort. Likaså smartphone-apparna. http://t.co/szxQuhPT ändras snart. http://t.co/9Jdf3SQc

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  126. RT @gigaom: Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/cAsgAXeF

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  127. Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/FREdcorx

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  128. RT @WeejeeMedia: Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/hmLdzwir

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  129. Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/G53SlOwU via @jaycbee

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  130. Big changes coming on Twitter http://t.co/k6marzwc Big changes. I don’t know how I feel about this!

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  131. RT Big changes coming on Twitter http://t.co/cLqcJljc Big changes. I just showed @sammah9 how to use the old one. Don’t make it harder!!!!

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  132. RT @rachbarnhart: Big changes coming on Twitter http://t.co/lHjhR4bD Big changes. I don’t know how I feel about this!

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  133. #Twitter’s big redesign: Friendlier to the mainstream, better for brands. http://t.co/3GjH7Bix

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  134. RT @rachbarnhart: Big changes coming on Twitter http://t.co/k6marzwc Big changes. I don’t know how I feel about this!

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  135. #Yikes. Me too. “@rachbarnhart: Big changes coming on Twitter http://t.co/k8nHEwkA Big changes. I don’t know how I feel about this!”

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  136. RT @WeejeeMedia: Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/vThQgnUl

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  137. .#Twitter debuts big redesign. http://t.co/CVr6weWi Similar to #Facebook #Timeline, the redesign will benefit brands.

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  138. Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/W3Z53heq

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  139. Sounds like Twitter’s new design focuses as much on those who just read as those who Tweet. Smart. http://t.co/FNbq4EDv

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  140. Twitter’s big redesign: Friendlier to the mainstream, better for brands – GigaOm http://t.co/WX509TRB

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  141. RT @gigaom: Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/A6tSDY1D

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  142. Twitter’s big redesign: Friendlier to the mainstream, better for brands — Tech News and Analysis http://t.co/ViOOYX9D

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  143. RT @rachbarnhart: Big changes coming on Twitter http://t.co/k6marzwc Big changes. I don’t know how I feel about this!

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  144. RT @rachbarnhart: Big changes coming on Twitter http://t.co/k6marzwc Big changes. I don’t know how I feel about this!

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  145. RT @gigaom: Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/ZOvKKRIl

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  146. Twitter’s big redesign: Friendlier to the mainstream, better for brands – http://t.co/QbcymYdo

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  147. Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/95LWxDxT

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  148. Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/WR528eTP

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  149. RT @jaycbee: Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/yMbijeGX

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  150. Love the abiity to embed tweets lRT @gigaom: Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/VL7mdzrf

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  151. RT @gigaom: Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/UxIR64MC twitter for the masses

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  152. RT @Paul_Brinkman: Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/WR528eTP

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  153. RT @gigaom: Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/cAsgAXeF

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  154. RT @gigaom: Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/cAsgAXeF

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  155. Twitter’s big redesign: http://t.co/EhLRqJem. Friendlier to the mainstream, better for brands #in

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  156. Twitter’s big redesign: Friendlier to the mainstream, better for brands — Tech News and Analysis http://t.co/FDU7FQlV

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  157. Esperemos que sea mejor para todos – Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/Jr1FtDzP

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  158. It’s a horror. They’ve scaled it back. RT @noblejas: Twitter’s redesign http://t.co/WB8Ijjp3

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  159. Twitter’s big redesign: Friendlier to the mainstream http://t.co/Rv3w7OQK in @gigaom Launches Brand Pages http://t.co/7ZtD5U25 in @adage

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  160. RT @gigaom: Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/Av10KUTI, great move..!

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  161. More about Twitter’s redesign: http://t.co/0g4dYY3M

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  162. Twitter redesign helps as a news source http://t.co/WL4yXzXA #277

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  163. All about Twitter’s redesign: http://t.co/nOcFPlow

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  164. RT @PeerIndex: All about Twitter’s redesign: http://t.co/nOcFPlow

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  165. RT @PeerIndex: All about Twitter’s redesign: http://t.co/nOcFPlow

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  166. Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/yZvyreeG

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  167. When a CEO says they’re designing the UI to be “simpler” it means “you won’t like it unless you’re dumb” http://t.co/EZfwuNB5 #NewTwitter

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  168. RT @weejeemedia: Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/5Ifv9wBN #virtualismg

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  169. Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/Mvl8WpX2

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  170. RT @Paul_Brinkman: Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/WR528eTP

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  171. #Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/BULmYwDL via @gigaom

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  172. RT @MatthewLiberty: #Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/BULmYwDL via @gigaom

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  173. Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/vdRrpIxC

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  174. Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/z6ibdxma

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  175. Twitter’s big redesign: http://t.co/vlezvLov. Friendlier to the mainstream, better for brands #in

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  176. Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/qDf6H4bz

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  177. Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/qDf6H4bz

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  178. Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/VU87l6Qm

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  179. Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/ILnDl5Tg

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  180. Can’t wait to get the new twitter website

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  181. Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/hwOqdx7j

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  182. Explaining the Twitter redesign … http://t.co/kpddzVlt

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  183. Twitter’s big redesign: Friendlier to the mainstream, better for brands
    http://t.co/fGyV76xy

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  184. Agree or disagree ? Twitter’s big redesign: Friendlier to the mainstream, better for brands http://t.co/pPPYORGv

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  185. I’m glad they got rid of that silly activity button. The new design is great and I’ve definitely gotten used to it.

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  186. Overheard in Digital Saturday, December 17, 2011

    What’s Missing from the New Twitter: http://bit.ly/tAFdii

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  187. The new design suck so much! It`s the worst of all twitter ever had. The previous one was so cool! The page was in two parts and everything was findable. not anymore ;//

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