It’s another step for Twitter in the direction of content curation and, beyond that, becoming something of a media source in its own right.
With hashtag pages, Twitter uses a combination of algorithms and human editors that surface “the best and most relevant Tweets from commentators, broadcasters, journalists, players, former players” and others. Twitter is already where folks like this are creating a “second screen” experience, but it’s scattered and unorganized; the hashtag page aims to fix that. In the process, if Twitter does it correctly, the hashtag page becomes a media hub of sorts.
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There’s no money involved in the Euro 2012 hashtag page — it’s not an advertising product. This is Twitter stepping out on its own to curate the top content for soccer/football fans around the world. (Note, too, that Twitter has corrected earlier reports that the NASCAR hashtag page was an ad product; Twitter says it wasn’t, and was a separate conversation to the TV ads that Twitter ran during the Pocono 500 race that same day.)
If you’re a soccer/football fan, you can find the Euro 2012 hashtag page at twitter.com/#Euro2012.