Twitter suddenly becomes more important to marketers with the latest integration - currently only available on Mobile in US
Importance:
Recommended link: Google's announcement of new Twitter Integration
So, they've made up! You may remember how Google used to partner with Twitter and take their firehose to display tweets in near real-time - I remember it was sub ten seconds. Then they fell out and this feature disappeared back in July 2011. Well a new form of the integration is back as has been previewed over the last few months. I've been taking a look to see how significant - it looks like a great deal for Twitter to me and an acknowledgment by Google that Twitter, not Google+ is THE source for real-time updates as it had hoped.
What marketers need to know about Google's Twitter integration
1. The new 'Popular on Twitter' feature is available on mobile only to start with. This feature was launched on the 19th May 2015, but you won't see this on the desktop just yet, although this is planned according to Google.
2. Twitter results are prominent for some search results, displaying in a 'Popular in Twitter' carousel 'OneBox'. This gives a link through to the Twitter Profile and recent tweets:
In some cases, as here for a celeb, the carousel appears right at the top of the listing. I'm surprised about this since I'm not sure this is what users will want, but it does vary by type of search and Google's OneBox featuring different types of content such as images automagically changes position depending on how popular it is.
3. It's typically displaying for 'trending topics' only not for product or brand information. As would be expected, it only displays for when something is being shared actively on Twitter. This means the 'Popular on Twitter' often displays below the 'News' box when that is triggered. Adding a hashtag also makes the carousel more likely to appear.
So it looks like it's should encourage more 'Real-Time marketing' where brands look to be involved in broader conversations.
Google's intro post suggests this too:
'It’s a great way to get real-time info when something is happening. And it’s another way for organizations and people on Twitter to reach a global audience at the most relevant moments'.
Brands may appear if Twitter is added to the search string:
4. It's English only currently but it is being rolled-out. Google say:
'To start, we’re launching this on Google.com in English in the Google app (on Android and iOS) and on mobile browsers, rolling out gradually. We’re working on bringing it to more languages and to desktop, so stay tuned'.
Although this implies you may be able to see it from elsewhere if you access Google.com this isn't the case, so we can't see it in the UK on mobile.
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