The Power of Search
During the first decade of the public Internet, the cry was “content is King.” The recent Twitter-Google deal demonstrates that content – even if it is relevant to an audience – is only “King” when it can be discovered. Kudos to both the Google and Twitter teams for this mutually beneficial deal that will also help organizations integrate their social media strategies by providing another avenue of discovery for content, and assist with cross-platform congruity.
Benefits for Google, Twitter & Your Organization
Last week rumors abounded that Twitter and Google had come to a deal. Twitter would provide Google with a fire hose of its data, giving Google access to up-to-the minute data from tweets as they’re posted to the social network. In short, the deal has the potential to provide more content for Google and more users and revenue for Twitter. In an article on Media Post by Laurie Sullivan, analyst Colin Sebastian said the deal would benefit both companies – Google can use the Twitter feed to fill search results with live information indexing events in real-time, and Twitter gains a new source of revenues from data licensing. On Friday, February 6, a post by Blair Hanley Frank on Geek Wire reported that Twitter confirmed the deal on conference call with financial analysts. According to Frank, CEO Dick Costolo noted that the Google deal was designed to get people who aren’t logged in to Twitter to interact with content on the social network. For organizations using Twitter, the change provides more opportunity to engage potential community members. Last year, Twitter moved to allowed search engines to crawl its top 50,000 hashtagged search pages and, according to Dan Sullivan’s post on Marketing Land, it produced a 10-fold increase in the number of logged-out users coming to Twitter.
The Power of Index
For those of us working with organizations to build online communities, Twitter has not only opened up an exciting channel to share content with communities, but it is one of the best social media tools to listen to audiences. At the end of last year Twitter announced it has provided a way to index every public tweet since 2006. They announced the service on their engineering blog:
Since that first simple Tweet over eight years ago, hundreds of billions of Tweets have captured everyday human experiences and major historical events. Our search engine excelled at surfacing breaking news and events in real time, and our search index infrastructure reflected this strong emphasis on recency. But our long-standing goal has been to let people search through every Tweet ever published.
Benefits for Your Organization
This advanced search option puts the power of the index at your fingertips to provide retrospective insights using qualitative data. When the crisis is over, when the cultural phenomena is past, when the news cycle or trend is waning… this information provides invaluable insights and helps with our understanding and future planning. It provides a great retrospective on how cultural norms are shaped, new language evolves and memes are transmitted. The indexed search function is also a great way to gather case study information to help us learn from other organizations victories and mishaps.
I encourage you to try it out: https://twitter.com/search-advanced