Twitter acquires Summify – will it fix the site’s ‘noise’ problem?

summifyTwitter has acquired social reader Summify, and will likely work in the site’s content summary technology into its own application. “Our long-term vision at Summify has always been to connect people with the most relevant news for them, in the most efficient manner. As hundreds of millions of people worldwide are signing up and consuming Twitter, we realized it’s the best platform to execute our vision at a truly global scheme,” the startup said.

Summify might be able to solve (or at least alleviate) Twitter’s noise problem. It’s a similar one Facebook has fallen victim to: your feed is just constantly and easily crowded, and posts you would be interested in are all too often buried within moments.

Facebook’s solution was reformatting its Lists application. Now, the site auto-selects the level of importance your contacts have (which you can edit) and those you interact with most get top billing. Twitter’s very nature has made combating this issue more of a challenge, however. The site revolves around constantly updating the stream, and items are easily lost in this chatter.

But Summify’s goal has been to tackle this. Prior to being acquired, it would take everything from your Google, Facebook and Twitter feeds and collect them into a daily digest of social information.

While Summify is shutting down its service, we’re hopeful the product will show up in a more user-friendly Twitter feed. The company obviously doesn’t want account holders to start limiting who they follow, or defect altogether. The recent Twitter upgrade seemed to reveal an attempt at better stream analysis via the Interactions tabs, but there’s easily room for improvement. The site is also likely feeling some pressure from Google, which stepped into its territory with the new Search + Your World feature. Google used to partner with Twitter on integrating social results into its search client, but will now use Google+ instead–after Twitter decided not to renew the contract. 

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