Last week, Twitter unveiled it’s new feature: custom timelines. This allows users to curate tweets around particular events in a way that they are easily organized and accessed, though you will need Tweetdeck to use the feature.

I see so much potential in building communities through this feature, particularly when it comes to harnessing UGC and intrinsically rewarding brand followers/advocates.

Let me offer an example to convey my point. Lululemon had its first SeaWheeze event this year. What if they incorporated custom timelines on Twitter for the 2014 event and documented the entire event, as experienced by participants and supporters in a timeline? That is, only posts from followers. This, along with Twitter’s recent capability to show full images in feeds (similar to Instagram) allows for a lively and authentic curation of the event. And the best part? All of it is earned content, housed neatly in an owned channel. Synergies FTW!

As for the community building aspect, people who have their tweets selected would likely feel a deeper sense of belonging to the brand, which is always positive. Their tweets also don’t “die” as the newsfeed updates, giving a greater sense of importance to them.

Excited to see how brands leverage this new feature!