Its new @anywhere platform, announced at the South by Southwest Interactive festival in Austin, Texas, will allow other sites to integrate Twitter deeply into their own content pages. A dozen sites, including The New York Times, Amazon.com, msnbc.com and The Huffington Post are participating in the launch.
Sites that implement @anywhere will be able to add Twitter-rich hyperlinks; when a user rolls over a link to, say, the name of a person, a bubble will appear with that person’s Twitter handle, last Tweet and other information. The new platform will also allow users to perform some actions — such as following and retweeting — without leaving the partner site.
“The big thing that @everywhere does is reduce friction,” said Twitter co-founder Evan Williams, announcing the platform during a conversation with Umair Haque. “It gives [sites] a connection back to the users that [they] didn’t have before.”