Announced on the official Twitter blog earlier today, group product manager Michael Sippey released details about a new feature that allows Twitter users to remove replies and lengthy conversations from a Twitter page. Launching on verified Twitter accounts first, this feature should help remove some of the noise and allow users to read through a cleaner stream of updates.
For instance, a Twitter user may be interested in reading humorous updates from social media savvy comedians like Jimmy Fallon or Jerry Seinfeld, but wants to avoid finding those original tweets in a sea of replies. This will also be particularly helpful to isolate official tweets for companies like Southwest Airlines that send out a huge volume of replies each day when responding to distressed passengers.
This new option will eventually be located at the top of a user’s Twitter page next to “Tweets” and users can flip between the two options by clicking the “All” or “No Replies” options. All tweets that begin with an @username will immediately disappear from the feed once the new option is enabled.
In the blog post, Sippey states “This simplified profile, which we’re rolling out to verified accounts over the coming weeks, makes it easier to understand what kind of content the user shares on Twitter, and what Tweets you’ll see if you follow them. You can also continue to discover great moments on Twitter like when @MollyRingwald and @SalmanRushdie discussed following one another on Twitter.”
According to the blog post, this new option will start appearing on a greater number of verified Twitter accounts over the next few weeks. Sippey did not indicate if all accounts will eventually get the reply-silencing feature during 2012. In addition, this new feature is currently isolated to the Web interface and Twitter management hasn’t indicated if this option will be available on the mobile application.