The big tech blogs have all reported on The New York Times‘ recent experiment with what it calls “editorialized tweets”. In case you missed it, the feature allows news organizations to highlight chosen quotes and sentences in a story and allow readers to instantly turn those sections into individual tweets with a simple click or a tap. The links that appear in those subsequent tweets will drop readers right into the section of the article where the lines appear. Here’s how it works:
This is obviously great news for PR teams: a key quote by or about a client will get even more attention if it happens to appear in one of the article’s highlighted lines. Twitter‘s research on the experiment is encouraging, too.