Twitter has just introduced a new button that allows users to “mute” the people  and entities they follow.

 

The move signals a very deliberate move away from the approach of Facebook, which takes the approach of “don’t like, don’t follow”, allowing you to remove content from specific users to your newsfeed, but only through un-following them entirely.

Muting users allows you to take a slightly more “diplomatically correct” approach to customising your feed, particularly on a platform where users have a tendency to go through sporadic periods of high activity based on events.

 

Don’t like how passionate your buddy gets on Monday’s during Q&A? Mute the man for the evening? Is your Mum frighteningly determined in her efforts to get her tweets on screen during The Voice? Ain’t nobody want to see that. You can even un-mute them once their periodic passion subsides.

 

Twitter seems to be taking a distinctive approach to Facebook, in that they’ll allow users to customise to a far greater degree the content that they experience.

 

The mute button is the process of steadily being rolled out across Twitter profiles over the course of the next few weeks.  Screen Shot 2014-05-13 at 10.43.45 AM