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Brendan Cooper is Editor-in-Chief at byyd, the leading mobile Demand-side Platform.

What will happen come Twittergeddon?

So it’s been a very long time since I blogged. The main reason is that I’ve been getting to grips with mobile advertising for the past nine months – long enough to have a baby, or two-fifths of a baby elephant – and aligning Adfonic’s communications channels.

One key project has involved ‘classic’ social media: identifying our influencers, ranking them, and setting up mechanisms to monitor them. This just simply helps us to gain insights into the main industry issues, from the people who matter, and engage with them on a very human level.

The only stumbling block is: Twitter. Lists are great. But that’s just the ‘who’ part. To know what they’re saying, about a specific topic (ie mobile advertising) you need to be able to filter these lists. And that’s causing me headaches.

For example Hootsuite, while providing filters, does not do this persistently. When you add a filter, then select a different stream or tab, the filters disappear. Not good.

Tweetdeck used to have great filtering in the classic ‘Yellow’ version. But then it was revamped after being bought out by Twitter, and lost most of the features that made it useful in the process, including filtering.

So what is to be done? I’ve been running the old Tweetdeck as a backup solution, and it does a brilliant job. Every Twitter list, filtered for an extra smooth taste, gives me an instant overview of what our most influential Tweeters are saying about mobile advertising. It enables us to be informed across all our influencers, and agile in our response.

But I have a bad feeling. Come 5th March, Twitter will deprecate its old API, and at that point, I do wonder what’s going to happen with the old Tweetdeck. I expect it will just stop working, and I’m back to Hootsuite, or investigating more sophisticated – and expensive – tools that will do this very important job.

I know change is inevitable – George Harrison kind of said the same. But why on earth Twitter won’t enable filtering for lists, I do not know. Perhaps they think their servers will melt. Possibly they just want us to return to the ‘needle in a haystack’ approach of old. Or maybe – just maybe – someone somewhere will figure out a cool way to do this. And then charge us through the nose for it.

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