Twitter has struck a deal with Google to make tweets more searchable online.
In the first half of this year, tweets will start to be visible in Google’s search results as soon as they’re posted, thanks to a deal giving the Web company access to Twitter’s firehose, the stream of data generated by the microblogging service’s 284 million users, people with knowledge of the matter said Wednesday.
News that Google and Twitter agreed on Wednesday to show tweets in search results already has agency experts thinking about how they should alter their search and social strategies, and what implications it has for the platforms themselves.
Below are five things brands and marketers should know about Google and Twitter partnership.
Real-time marketing becomes more important.
The new partnership between Google and Twitter will allow Google to display tweets in search results in real time sometime in the first half of this year, according to Bloomberg.
The real-time dimension of the partnership means that consumers won’t need to be following a brand’s Twitter feed in order to discover a tweet about a limited-time offer or new product; those tweets will be readily accessible on Google’s search results pages.
But it makes real-time Twitter marketing riskier.
But the partnership also extends the duration of a tweet, meaning all those embarrassing, strained attempts to create a viral effect for brands will be more likely to haunt those brands in the future.
Search and social need to be even more intertwined.
The move was merely the “the tip of the iceberg” for all the forthcoming changes in search marketing, namely that social will be play an increasingly large role in search marketing. The search landscape now is a lot more complex with Pinterest, Facebook and real-time social content emerging as intent signals.
More earned media on Twitter posts.
Regardless of whether it works for the brand, the partnership will undoubtedly increase the discoverability, and thus the earned media, of a given tweet.
Twitter has recently begun trying to monetize that influence by serving ads on other sites such as Flipboard and with Fabric, software that allows app developers to do the same.
The partnership does not involve an ad revenue agreement at this time, according to Bloomberg, but likely will in the future.
The platform is ubiquitous — tweets are featured on broadcasts and countless other websites, and Twitter’s signature features and vernacular have become widely used cultural touchpoints.
Converting people who are familiar with Twitter into loyal Twitter users has been elusive.
Google might introduce Twitter to more people with the help of search results, but concerning high bounce rates, Twitter will need to find creative ways to keep them coming back.