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When you think about how social media platforms have changed to embrace organized conversations, it’s interesting to note that until today, Twitter has been among the last to do so. Facebook has groups and pages. LinkedIn has groups and company pages. G+ has communities. But if you really wanted to have a discussion on Twitter, you had to organize it around a hashtag or follow a threaded discussion, which often left out some crucial parts of the conversation. Today, that changes, thanks to Nestivity.
 

A Social Technology Innovation

Nestivity isn’t a social network, rather it is a social technology that sits on top of Twitter to facilitate conversations and engagement better. As such, Nestivity is designed to help brands listen and respond to fan questions, experiences and suggestions, as well as manage and curate content in easily contextualized projects.

Today Nestivity goes public after a three-month beta program, in which several brands and social media leaders have kicked its tires. We spoke with Nestivity founder, Henry Min about the release. Henry knows a thing or two about online communities. After all, yesterday he did tell us to Focus On Engagement, Not Followers to Build Your Twitter Community. And that’s exactly the model that Nestivity follows.

As social media has evolved, companies’ social media strategies have matured as well. And yet, at least on Twitter, a lot of what is communicated is a one-way stream of information. We want to engage, but still struggle with basic elements. Henry likens it to a dinner party. You can invite all of your followers to join you, but if many of them don’t already know each other, you’re the glue holding the party together. So why would you just leave as soon as they arrive? With Nestivity, the host of the party is given the tools to facilitate, engage and sustain your followers in a discussion around a specific topic or issue.

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Get Nested

To get started, companies can set up a branded nest in which you can customize your URL, wallpaper, background and welcome messages. Once activated, Nestivity shows all in-bound Tweets that mention your handle. You can sort these Tweets by 3 types of interactions -- Experiences, Ideas, and Questions. From there, you can turn any Tweet into a discussion or start your own. To help keep your discussions organized you can group them by project, in which you can add a title, description, thumbnail, and a hashtag to your first discussion post.

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An example of a Nestivity project.

A tweet will be sent about your new discussion so that when others reply they will be show up in the project. Users can either follow your company’s nest to engage with you or they can simply respond from Twitter, using the custom Nestivity link.

For many companies who have been working to create a customer-service hub on Twitter, Nestivity may provide a more efficient and effective way to engage and organize inquiries and conversations. To better understand how you might be able to leverage Nestivity, Min encourages you to ask yourself “what would I do with active brand participants?” Nestivity could be a gateway to a successful customer community, provided your company is committed to actively listening and learning from your audience.

CMSWire will be piloting a project using Nestivity today during our Google Hangout. We’ll be live tweeting from within our nest and facilitating a discussion afterwards. We hope to see you there.