Hasta La Creative!

The U.K. division of Twitter is trying to draw attention to the platform’s potential as a customer-service provider with a blog post this morning announcing just such an effort from the telecom giant O2.

For Twitter, making noise about O2’s #TweetServe is a way to signal that it is serious about broadening its mass appeal. Twitter needs to demonstrate that it has utility beyond serving as, well, a news feed, a source of celebrity musings and a place to talk about TV. That whole social TV phenomenon, for one thing, isn’t necessarily as white-hot as it used to be, as my colleague Cotton Delo recently reported.

And as I wrote in November during the lead-up to the company’s IPO, “Twitter needs some new schtick, quick” — meaning that it had to find ways to seduce new users who simply don’t get why they should be using it. I suggested then that Twitter needs to work harder to become something more than just a pit stop on the way to other media destinations. Showing off #TweetServe, which is designed to make life slightly easier for telecom customers seeking account information, is a step in the right direction.

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