Google and Twitter have been strengthening the relationship between search and social media in recent times, and this was proven with the recent announcement that Twitter results will now in Google search results.
Some of you may remember this was the case between 2009 and 2011, but it is thought that this was stopped after Google + became more of a focus for the search giant.
It is understood that this time, tweets are now going to appear within huge boxes in Google search results, such as the Taylor Swift example below, courtesy of the Twitter Blog.
The two giant companies reached the agreement with Google being granted access to Twitter’s famous “firehose”, the constant stream of tweets. They intend for users to be able to search for a topic or hashtag, which will show new and trending updates alongside the usual lists of websites and news articles.
So what does this mean for brands?
Well, it means that content posted to Twitter could suddenly receive a much larger reach than previously, due to non-users seeing results in Google.
The move is hoped to also have an impact on Twitter’s user numbers, to encourage more growth on the platform, as people get accustomed to the 140 character style updates. This only emphasises the importance of a regularly updated and professional Twitter channel for brands.
The downside to the move could be the potential danger for brands that are suffering from bad PR on Twitter, particularly if it’s a trending story. Something which they would rather not the mass audience to see could be displayed at the top of Google, and no information has been released around how much information will appear and for how long. This means brands will need to make sure they have a clear escalation plan in place for reputation management.
The change has already started phasing into Google mobile search results in the US with a worldwide release expected in the coming months.
By Alison Battisby, Social Media Consultant & Founder of Avocado Social.